Maximize Sales with Pre-Orders | The Ultimate Guide

Maximize Sales with Pre-Orders | The Ultimate Guide

Table of Contents

  1. Introduction
  2. The Importance of Pre-Orders
  3. Step 1: Pre-Frame the Offer
  4. Step 2: Setting Up Your Pre-Order Storefront
  5. Step 3: Communicating with Customers
  6. Step 4: Consistent Marketing Efforts
  7. Step 5: Organic Marketing Strategies
  8. Step 6: Paid Advertising
  9. Conclusion


If you're releasing a new product or have run out of stock for existing products, taking pre-orders can be a great way to keep sales going and avoid downtime. In this article, we will walk you through six simple steps to set up a pre-order pipeline for your business. We'll discuss how to make pre-orders attractive to customers, set up a pre-order storefront, communicate with customers effectively, and implement marketing strategies to drive consistent sales. Whether you're a new business or an established brand, pre-orders can help you maintain revenue and gather valuable feedback from customers.

The Importance of Pre-Orders

Pre-orders serve several purposes for businesses. First and foremost, they allow you to continue generating sales even when your products are out of stock. This helps you avoid any downtime in your revenue stream and ensures a consistent cash flow. Additionally, pre-orders can act as a validation tool for new product ideas. By offering pre-orders, you can gauge customer interest and test the market demand for your product before investing in large-scale production. Pre-orders also provide an opportunity for early marketing and buzz generation, creating anticipation and excitement around your brand and product.

Step 1: Pre-Frame the Offer

Before diving into pre-orders, it's important to consider the customer's perspective. When someone decides to pre-order a product, they're taking a risk, especially if your business is new without many reviews or an established reputation. To make pre-orders worthwhile for customers, you need to set up your offer correctly. This can be done by reducing the price for pre-orders or offering additional incentives, such as free gifts or limited-time bundles. By making it attractive and beneficial for customers to pre-order, you increase their willingness to take the risk.

Step 2: Setting Up Your Pre-Order Storefront

Having a dedicated online storefront for pre-orders is essential for a smooth and efficient process. We recommend using platforms like Shopify, which offer user-friendly interfaces and scalability. Setting up a pre-order storefront allows you to direct customers to a single location to place their orders. It's important to prominently display the pre-order option on your website and include the expected delivery date. Clear communication about the pre-order status and what customers can expect is crucial for building trust and transparency.

Step 3: Communicating with Customers

When it comes to pre-orders, over-communicating with customers is key. You need to set up a robust communication strategy to keep customers informed about the status of their orders. This includes explicitly stating that it is a pre-order and providing regular updates on production and fulfillment timelines. Be proactive in your communication, even if there is no new information to report. By establishing a consistent communication pattern and keeping customers in the loop, you build trust and reduce the risk of refund requests or chargebacks.

Step 4: Consistent Marketing Efforts

To generate consistent pre-order sales, you need to implement a strategy of consistent marketing efforts. This involves committing to three to five marketing activities each day or week, such as social media postings, influencer outreach, and email marketing. By consistently promoting your pre-order offer, you increase its visibility among potential customers. Small daily efforts add up over time, contributing to the overall success of your pre-order campaign. The book "Atomic Habits" by James Clear offers valuable insights into the power of consistent daily actions for long-term results.

Step 5: Organic Marketing Strategies

Organic marketing serves as an excellent starting point, especially when you have a limited budget. It involves utilizing free or low-cost methods to spread the word about your pre-order offer. Start by identifying your target customers and engaging with them in relevant online communities, such as Facebook groups. Creating your own Facebook group can also help build an organic audience. Pitching influencers and sending product samples to friends and family are additional cost-effective strategies to generate interest and initial sales.

Step 6: Paid Advertising

Once you have proof of concept and initial interest, it's time to invest in paid advertising to fuel your pre-order pipeline. Facebook Ads and TikTok Ads are effective platforms for targeting potential customers based on their interests and demographics. Facebook Ads, in particular, allow you to create precise interest profiles, ensuring your ads reach the right audience. Google Ads, while effective for high-intent search-based advertising, is not recommended for pre-order campaigns due to its focus on immediate solutions. Prioritize Facebook Ads and explore TikTok Ads for maximum reach and engagement.


Pre-orders are a valuable strategy for both new and established businesses. By following these six steps, you can set up a successful pre-order pipeline that keeps your sales consistent and drives customer engagement. Remember to pre-frame your offer, set up a dedicated storefront, communicate effectively with customers, maintain consistent marketing efforts, and leverage both organic and paid advertising channels. With the right strategy and consistent actions, pre-orders can become a powerful tool for boosting sales, gathering market feedback, and creating a buzz around your brand.


  • Pre-orders allow businesses to maintain sales and avoid downtime
  • Pre-framing the offer and setting up a dedicated storefront are crucial for success
  • Over-communicating with customers helps build trust and reduce refund requests
  • Consistent marketing efforts drive pre-order sales and increase visibility
  • Organic marketing strategies are cost-effective ways to generate initial interest
  • Paid advertising, particularly on platforms like Facebook Ads, fuels the pre-order pipeline
  • Pre-orders serve as validation tools for new product ideas and generate excitement for brands


Q: Is it worth offering pre-orders for a new business without many reviews? A: Yes, offering pre-orders can act as a validation tool and gauge customer interest before investing in large-scale production. It also helps maintain sales and generate buzz for your brand.

Q: How can I make pre-orders attractive to customers? A: You can make pre-orders attractive by offering discounts, free gifts, or limited-time bundles. This incentivizes customers to take the risk of pre-ordering.

Q: Which platforms are recommended for setting up a pre-order storefront? A: Shopify is a popular and user-friendly platform for setting up a pre-order storefront. It offers scalability and can be easily integrated into your existing website.

Q: How should I communicate with customers during the pre-order process? A: Over-communicate with customers by explicitly stating that it is a pre-order and providing regular updates on production and fulfillment timelines. Maintain a consistent communication schedule to build trust.

Q: Should I prioritize organic marketing or paid advertising for pre-orders? A: It's beneficial to start with organic marketing strategies, such as engaging with target customers in online communities and pitching influencers. Once you have proof of concept, invest in paid advertising platforms like Facebook Ads and TikTok Ads.

Q: Can I use Google Ads for pre-order campaigns? A: It is not recommended to use Google Ads for pre-order campaigns as it focuses on immediate solutions and high-intent search-based advertising. Facebook Ads and TikTok Ads are more effective for pre-orders targeting.

Q: How do pre-orders benefit established businesses? A: Pre-orders benefit established businesses by maintaining sales during periods of stock shortages and allowing them to test new product ideas or target new customer segments.

Q: What if customers request refunds or chargebacks for pre-orders? A: To minimize refund requests or chargebacks, ensure consistent communication with customers and set clear expectations about the pre-order process. Over-communicating and delivering on promises build trust and reduce the risk of dissatisfaction.

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