How to launch for the first time - even with ZERO testimonials
Launching something brand new is exciting. But it can also be terrifying, especially if you don't have any testimonials! In this blog post, I’m breaking down exactly how to market an offer when you have zero testimonials or past results to show – and I share the strategies I used to market my first reading retreat (@busywithbooks).
As always, if you prefer to listen to the podcast episode instead of reading this blog post, click on the player below. Follow my podcast on Spotify, Apple Podcasts, Deezer, and all the other platforms to get notified as soon as a new episode becomes available!
Believe me, I’ve been there. When I launched my first Busy With Books reading retreat, I had zero past experiences to lean on. No one in New Zealand had ever been on a reading retreat like this before, and I had to prove it was worth it - without any previous success stories to back me up.
The good news? You don’t need testimonials to sell. Here’s exactly how you can market your offer - even when it’s brand new.
1. Lead with your story
People don’t just buy offers - they buy into why the offer exists. If you don’t have client results yet, lean into the reason you created your offer in the first place.
Ask yourself:
What problem made you want to create this?
What gap did you see in the market?
Why does this offer matter to your audience?
For my reading retreat, I built my messaging around something I heard all the time: book lovers wished they had more time to read, but life always got in the way. My retreat was designed to solve exactly that problem - by creating a space where people could read, guilt-free.
Your story is your most powerful marketing tool. Use it to help your audience see themselves in the problem you’re solving.
2. Create a vivid experience
If you don’t have testimonials, you need to build anticipation. Your audience should be able to see and feel what they’re saying yes to.
Think about:
How will someone feel after buying your offer?
What transformation will they experience?
What small details make this offer stand out?
For my retreat, I described:
Slow mornings with coffee and a book.
Home-cooked Italian meals shared around the table.
A weekend of uninterrupted, guilt-free reading.
You can apply this to any offer. Use storytelling in your marketing—help people visualise themselves inside the experience. Phrases like “Imagine yourself…” or “Picture this…” are great for making your offer feel real. And if you have visuals like mood boards, behind-the-scenes clips, or mock-ups, share them to bring your offer to life.
3. Take people behind the scenes
No testimonials? No problem. Show the process instead.
When I launched Busy With Books, I documented the journey:
Shared snippets of menu planning (because let’s be honest, the food was a huge selling point).
Posted about picking goodie bag treats.
Showed the cosy reading nooks I was setting up.
People loved it because when they see something being built, they feel more invested in the outcome. This is known as the IKEA effect: when people are involved in the process, they’re more likely to buy.
How you can apply this:
Share updates about how your offer is coming together.
Ask for feedback (“Should I include this or that?”).
Post behind-the-scenes clips or a “day in the life” video.
Building in public creates anticipation and trust - making people more excited to buy when your offer is finally ready.
4. Lean into your authority
It’s easy to doubt yourself when you’re launching something for the first time. But remember: your expertise isn’t just about past testimonials.
Even if this offer is new, you are not new to solving this problem.
For my retreat, I leaned into:
✔️ My Italian roots (authentic home-cooked meals = instant credibility).
✔️ My love of books (I wasn’t just selling a retreat—I was creating something I’d personally want to attend).
How you can do this:
Highlight your skills, background, or unique perspective.
Remind your audience why you’re the perfect person to create this offer.
Use past experiences or testimonials that prove your expertise—even if they’re not directly related to this specific offer.
5. Own your offer with confidence
Finally: own it.
Confidence sells. If you don’t believe in your offer, no one else will.
Avoid saying things like:
🚫 “I hope you like it!”
🚫 “I’m nervous to share this…”
🚫 “I’m not sure if this is for you, but…”
Instead, talk about your offer like it’s exactly what your audience needs:
Use strong, confident messaging.
Make it easy for people to say yes.
Remember: You don’t need a thousand people to believe in it. You just need the right ones.
If you’re gearing up for a launch and want to make sure you’re set up for success, don’t miss my free launch masterclass. I’ll walk you through exactly what works in 2025, so you’re not just guessing and hoping for the best.
Talk soon,
Hanna