Your Launch Day - How to Actually Start

Your launch day isn't an event. There's no ribbon to cut. No announcement. No social media countdown. Your launch day is the day you send your first 20 messages to potential customers.

That's it. That's launching.

It feels anticlimactic — and that's exactly the point. Most people over-build and under-launch. They spend months polishing a website nobody visits while avoiding the one thing that actually matters: talking to real people who might pay them money.

This chapter is about the specific actions you take on launch day and the week that follows. By the end of it, you'll have conversations in your calendar with real potential customers. That's the only metric that matters right now.

Why 20 Messages, Not 5 or 50

The number 20 isn't random. It's calibrated based on what actually works for first-time consultants doing warm outreach.

If you send 5 messages, you'll get 1-2 responses. That's not enough data to learn anything, and one person ghosting you can kill your entire momentum. If you send 50 messages, you'll spend so much time crafting them that you'll burn out before you finish — or worse, you'll rush and send generic, impersonal messages that don't convert.

Twenty is the sweet spot. It's enough to generate a meaningful number of responses, small enough that you can personalize every single message, and completable in a single focused session. You can send 20 thoughtful, personalized messages in about 2-3 hours. That's your launch day.

Your Launch Message

Here's the message that works. It's been tested by hundreds of consultants and it converts because it's honest, low-pressure, and focused on the prospect — not on you.

"Hi [Name],

I'm starting a consulting practice helping [customer type] solve [specific problem]. I spent [X years] working in [industry], and I'm now offering that expertise directly to organizations like yours.

I'm reaching out to a small group of people in my network to get feedback and find my first clients. Would you be open to a 20-minute call where I can learn about the challenges you're facing? I'm not trying to sell you anything yet — I genuinely want to understand what people in your role are dealing with.

If you know someone else who might be a better fit for this conversation, I'd welcome that introduction too.

Let me know if you're interested — happy to work around your schedule.

[Your name]"

Why This Message Works

Let's break down why every line is there, so you can adapt it for your situation without losing what makes it effective:

• "I'm starting a consulting practice" — This is transparent about what you're doing. People respect honesty. When someone can tell you're hiding a sales pitch behind a casual message, they immediately distrust you. This eliminates that problem.
• "I spent [X years] working in [industry]" — This establishes your credibility immediately. You're not some random person pitching an idea. You have deep, relevant experience.
• "I'm reaching out to a small group of people in my network" — This makes the recipient feel selected, not spammed. Nobody wants to be on a mass email list. Everybody wants to be personally invited.
• "Would you be open to a 20-minute call" — Twenty minutes is short enough that almost anyone can say yes. An hour is a commitment. Twenty minutes is a favor. And once you're in a conversation, the 20-minute call often extends naturally to 30 or 40 minutes.
• "I'm not trying to sell you anything yet" — This lowers the defense mechanisms. People are conditioned to say no to sales pitches. By explicitly removing the sales pressure, you make it safe for them to say yes.
• "I genuinely want to understand what people in your role are dealing with" — This positions the call as valuable to them too. You're asking for their expertise and perspective, which is flattering.
• "If you know someone else who might be a better fit" — This gives them a graceful out that's still useful to you. Even if they're not interested, a referral from this message is gold.
• "Happy to work around your schedule" — This removes the last friction point. You're making it as easy as possible for them to say yes.

Personalizing the Message

The template above is your starting point, but every message should be personalized. Here's how:

For people you know well (former colleagues, direct contacts):
Add a personal touch in the first line. "Hi Sarah, hope the move to Portland went well —" or "Hi James, saw your team's product launch — congrats." Then flow into the template. The personal reference shows this isn't a mass email.

For people you know slightly (conference contacts, LinkedIn connections):
Reference how you know them. "Hi Mark, we connected at the supply chain summit last year in Chicago. I remember we talked about the challenges of last-mile delivery—" Then flow into the template.

For people you don't know personally but are connected to through someone:
Lead with the mutual connection. "Hi Rachel, [mutual connection's name] suggested I reach out to you. She mentioned you're dealing with [relevant problem], and she thought a conversation might be valuable for both of us."

The key rule: Never send a message that could have been sent by anyone. Every message should contain at least one detail that shows you know who this specific person is and why you're reaching out to them specifically.

The Day-of Logistics

Here's exactly what your launch day looks like, hour by hour:

Morning (9:00 - 9:30): Review and finalize your list.
Pull up your list of 20 prospects. Re-read each name. For each person, jot down one personalization detail — something specific to them that you'll weave into the message.

Morning (9:30 - 12:00): Send your messages.
Open your email (or LinkedIn, depending on where the relationship lives) and start sending. Work through the list one by one. Don't batch-write them — write each message fresh, with that person in mind. This takes longer but converts dramatically better.

Some practical tips:
- Use email for people you have email addresses for. Email is more professional and more likely to be read carefully.
- Use LinkedIn messages for people you're only connected with there. LinkedIn messages have surprisingly high open rates compared to email — around 50-60% for InMail, and even higher for connection messages.
- Don't use text messages unless the person is a close personal contact. Texting feels too informal for a business outreach.
- Track every message. Update your spreadsheet with the date sent, the platform used, and the status (Sent, Responded, Scheduled, etc.).

Afternoon (1:00 - 2:00): Take a break.
Seriously. After sending 20 messages, you'll feel a mix of excitement and anxiety. That's normal. Go for a walk. Have lunch with a friend. Do something that gets you out of your head. The responses will start coming in, but they'll trickle — not flood.

Afternoon (2:00 - 4:00): Handle responses.
Some people respond fast. When they do, respond immediately. If they say yes to a call, send your Calendly link right away: "Great — here's my calendar link: [link]. Pick any time that works for you. Looking forward to it."

If they say "Interesting, tell me more," resist the urge to write a long explanation. Instead, say: "I'd love to share more — would a quick 20-minute call work? Here's my calendar: [link]." Always move toward the conversation, not the email thread. Conversations convert. Emails don't.

Evening: Reflect and plan.
Note who responded, who didn't, and how you're feeling about the process. This isn't just about tracking — it's about learning. Did certain types of messages get better responses? Did people on LinkedIn respond faster than email? Were certain types of prospects more receptive? Start building your pattern recognition.

Realistic Expectations

Let's set honest expectations so you're not discouraged by normal results:

• 10-15 people will see your message (some emails go to spam, some LinkedIn messages get buried)
• 5-8 will respond (some immediately, some over the next week or two)
• 3-5 will agree to a call
• 1-2 of those calls will lead to genuine interest
• 1 person will likely become your first client within 4-6 weeks

These numbers might feel low, but they're realistic for warm outreach. And here's the thing — you only need ONE. Your entire first chapter of business building starts with a single client who says yes.

If you get fewer responses than expected, don't panic. Here are the most common reasons and how to fix them:

Problem: Almost no one responded.
Possible cause: Your messages weren't personalized enough, or your prospect list included people who don't have the problem you solve. Solution: Review your list, replace weak prospects with stronger ones, and re-send with more personalization.

Problem: People responded but didn't want a call.
Possible cause: Your ask was too big, or they didn't see enough relevance. Solution: Lower the bar even further: "Would a 10-minute call work? I just have a couple of quick questions about [their specific challenge]."

Problem: People took the call but showed no interest.
Possible cause: Your positioning doesn't match what they actually need, or you're talking to the wrong audience. Solution: Go back to your positioning statement and refine it based on what you heard in the conversations.

The Follow-Up Sequence

Sending 20 messages is step one. Following up is step two, and it's where most people drop the ball.

Day 5: First follow-up. Send a brief, no-pressure nudge to anyone who didn't respond:

"Hi [Name], just bumping this to the top of your inbox. No pressure at all — I know things get busy. If you're open to a 20-minute conversation, I'd love to connect. If the timing isn't right, totally understand."

Day 14: Second follow-up. For people who still haven't responded, send one more message — but this time, add value:

"Hi [Name], I've been having some fascinating conversations with other [job title/industry] professionals about [specific topic]. One thing that keeps coming up is [insight or trend]. Thought you might find that interesting. If you'd ever like to connect, my door is always open."

After the second follow-up: Let it go. Two follow-ups is the maximum. After that, you risk being annoying. Move those prospects to a "Long-term nurture" list and circle back in 3-6 months with something genuinely valuable to share.

Here's something important about follow-ups: Studies consistently show that 80% of sales require at least five touch points, but 44% of salespeople give up after just one follow-up. Your willingness to follow up politely and persistently is a massive competitive advantage. Most of your future competitors quit too early.

Industry-Specific Approaches

If you came from Government:

Your message can emphasize your understanding of government processes: "I spent 15 years working inside [agency/department], and I'm now helping organizations that work with government navigate [specific challenge]." Government contractors are often actively looking for people with insider knowledge. Your biggest advantage is that you speak the language — acronyms, regulations, procurement processes. Use that fluency in your message.

Best platforms for government-sector outreach: Email and LinkedIn. Government professionals are active on LinkedIn and responsive to professional, well-written messages.

If you came from Big Tech (FAANG or similar):

Lead with the scale: "After 10 years building products at [company] that served millions of users, I'm now helping startups apply those lessons at their scale." Founders respect FAANG experience and will take the meeting. Don't be afraid to name-drop your former company — it's not bragging, it's establishing credibility.

Best platforms: LinkedIn and warm introductions through your tech network. Startup founders are also active on Twitter/X, so consider sending a DM if you have a connection there.

If you came from Healthcare:

Healthcare professionals trust other healthcare professionals. Your message can lean on shared experience: "As a fellow healthcare professional, I understand the operational challenges you face firsthand." The shared identity of being in healthcare creates an immediate trust bond that professionals in other industries don't have.

Best platforms: Email for clinical contacts, LinkedIn for administrative and business-side contacts. Healthcare conferences and professional associations are also excellent channels.

If you came from Finance:

Emphasize your ability to make complexity simple: "After 12 years in [area of finance], I'm now helping companies make better financial decisions without the complexity of a full-time hire." Financial expertise is intimidating to most business owners — your superpower is making it accessible.

Best platforms: Email for existing contacts, LinkedIn for new connections. Finance professionals often respond well to concise, data-driven messages.

Common Mistakes on Launch Day

Here are the mistakes I see most often, so you can avoid them:

1. Spending the whole day perfecting the first three messages instead of sending all 20. Done is better than perfect. Send them all.
2. Waiting for responses before sending the next message. Send all 20 in one session. Don't wait.
3. Writing a novel instead of a concise message. Your message should be readable in 30 seconds. If it's longer than 150 words, cut it down.
4. Pitching in the outreach message. The goal of the message is to get a call, not to close a sale. Don't explain your service in detail — that's what the call is for.
5. Only reaching out on one platform. If you have someone's email AND you're connected on LinkedIn, pick the stronger channel. But if you're not sure which is better, email first.
6. Forgetting to include a clear next step. Every message should end with a specific ask: "Would you be open to a 20-minute call?"
7. Apologizing for reaching out. Never start with "Sorry to bother you" or "I know you're busy." You're offering something potentially valuable. Lead with confidence, not apology.

Exercise: Your Launch Day Plan

Create your launch day plan right now. Fill in the following:

1. Date of my launch day: _______ (pick a specific day within the next 7 days)
2. Time blocked for sending messages: ___ to _____
3. Platform I'll use: Email / LinkedIn / Both
4. My 20 prospects (ranked by likelihood of response):
   - Tier 1 (most likely to respond): [Names 1-7]
   - Tier 2 (somewhat likely): [Names 8-14]
   - Tier 3 (long shots): [Names 15-20]
5. My personalized message template (write the version you'll actually send)
6. My follow-up plan: First follow-up on [date], second follow-up on [date]

Post your launch day date somewhere visible — on your bathroom mirror, your desktop wallpaper, or a sticky note on your laptop. Making the commitment visible makes it real.

The Mindset Shift

One more thing before you send those messages. You might feel like you're "bothering" people or "asking for a favor." Let me reframe that for you.

You're not asking for a favor. You're offering to help someone with a real problem using years of hard-won expertise. You're not a salesperson cold-calling strangers. You're a professional reaching out to peers and colleagues to explore how your skills might benefit them.

The people on your list have problems. You might be able to solve those problems. The message you're sending gives them the opportunity to find out. That's not a nuisance — that's a service.

Some of them will say no. That's fine. Some of them will say "not now." That's fine too. But some of them will say "Yes, absolutely — when can we talk?" And that one yes changes everything.

Send the 20 messages. Your future self will thank you.

Key Takeaways:

• Your launch day is the day you send your first 20 messages — nothing more, nothing less
• The message should lead with your credibility, be transparent about your goals, and lower the bar for responding
• Expect 5-8 responses from 20 messages, leading to 3-5 calls and 1-2 interested prospects
• Send all 20 on the same day to create momentum — don't spread it out over weeks
• Follow up twice (day 5 and day 14), then let it go — persistence matters, but respect boundaries