The Art of the Soft Launch: How I Quietly Tested a New Service Without the Pressure
There’s a certain kind of pressure that comes with launching something new—especially when you’re a freelancer. The branding! The social posts! The sales page! The expectation that your new offer needs to take off immediately or it’s somehow a failure.
But what if we took the pressure off?
What if launching could be more like experimenting, and less like a performance?
That’s exactly what I did earlier this year when I decided to test a new service. I didn’t shout it from the rooftops. I didn’t invest in a designer. I didn’t even post about it on my grid for weeks. Instead, I soft launched it—quietly, simply, and on my own terms.
In this post, I’m breaking down exactly what a soft launch is, how I did mine, and how you can try this approach the next time you want to test something new without the overwhelm.
What Is a Soft Launch?
A soft launch is essentially a quiet test run of a new offer, product, or service. It’s a way to gather feedback, validate interest, and gain confidence without going all in right away.
Think of it as a low-key pilot. You’re launching something new, but without the fanfare. No big announcement. No pressure to have everything perfect. No need to make it public unless you want to.
It’s the perfect approach when:
You’re experimenting with a new direction
You want to see how something performs before investing more time or energy
You’re still refining the details of your offer
You want to minimise risk and keep things flexible
In my case, I had been thinking about offering one-off strategy sessions for freelancers. I didn’t want to commit to building out a whole new service page or making it a core part of my business until I’d tested the idea—and that’s where the soft launch came in.
Why I Chose to Soft Launch
Like many freelancers, I’ve had moments where I’ve launched something new and gone all in too fast—only to find out it wasn’t quite the right fit for my audience or for me.
This time, I wanted to do things differently.
Here’s what made me lean into a softer, quieter approach:
1. I wasn’t sure if the idea was fully baked
I knew I wanted to offer a strategic, one-off service, but I wasn’t sure how it would be received, what people would be willing to pay, or how I’d deliver it. A soft launch gave me space to experiment without overcommitting.
2. I wanted to build it with my audience
Instead of guessing what people needed, I wanted to co-create the offer based on real conversations and feedback. That meant starting small and listening closely.
3. I was busy—and needed ease
Let’s be real: not every launch fits neatly into your calendar. A soft launch meant I could test the service without turning my whole business upside down or putting pressure on my schedule.
Built by freelancers, for freelancers
Step-by-Step: How I Soft Launched My New Service
Here’s exactly what I did to softly launch my new offer—and how you can replicate it.
Step 1: I Talked About the Idea Casually First
Before I created anything, I started talking about the idea—casually and conversationally. I mentioned it on Instagram stories, dropped it into conversations with past clients, and floated the concept in a few DMs.
I didn’t frame it as a pitch. I simply asked questions like:
“Would this be useful to you?”
“I’m thinking about offering this—what would you want included?”
“Would you prefer a one-off call or a short package?”
This informal feedback helped me refine the structure, pricing, and positioning of the offer—before I built anything official.
Tip: Conversations are underrated. If you’re unsure about a new idea, bring it into your real-life or online chats first. You’ll learn more than a survey could ever tell you.
Step 2: I Offered It Privately to Warm Leads
Once I had a clearer idea of what the service could look like, I reached out directly to a handful of past clients and peers. These were people who already trusted me, and who I thought might benefit from the new service.
I sent simple, personalised messages like:
“Hey! I’m trialling a new freelance strategy session—just 90 minutes, no ongoing commitment. I’d love to offer it to a few people at a founding rate. Would you be interested in testing it out and giving me some feedback?”
Out of five messages, three people said yes. That was more than enough to give me initial traction.
Tip: Soft launching isn’t about scale. Even two or three test clients can give you the clarity and confidence to move forward—or pivot.
Step 3: I Delivered the Service Using What I Already Had
Here’s where a lot of freelancers get stuck: feeling like they need to create a whole new backend system just to test something.
I kept it as simple as possible:
I used Calendly for booking
I created a loose session agenda in Notion
I used Stripe for payment
I followed up manually with an email summary and feedback request
No new platform. No automation. No overthinking.
By staying scrappy, I could focus on delivering the service and collecting feedback—not getting distracted by tech.
Tip: If launching feels heavy, simplify. You don’t need a full system for something you’re still testing.
Step 4: I Asked for Feedback and Testimonials
After each session, I asked the client two questions:
What was most valuable about our session?
Is there anything you’d improve?
This gave me direct insight into what worked and what could be better. I also asked if they’d be willing to provide a short testimonial if they enjoyed the session.
Those testimonials became the foundation for later social posts and my eventual service page.
Tip: Feedback is fuel. A soft launch is a goldmine of insight if you’re willing to ask for it.
Step 5: I Gently Introduced the Offer Publicly
Once I had a few successful sessions under my belt and a couple of testimonials to back them up, I started mentioning the service publicly. Still no big launch—just casual mentions.
I shared a behind-the-scenes Instagram story:
“Loving these one-off freelance strategy sessions lately—getting to help people untangle their offers and pricing is so satisfying!”
Then a post:
“New service alert. I’m now offering one-off 90-minute strategy sessions—ideal if you need a sounding board or just want to refine your freelance game. DM me if you want the details 👀”
That was enough to generate two more bookings—and the offer started to take off from there.
Tip: If you’re not ready for a big launch, try storytelling. Share what you’re doing, not just what you’re selling.
What I Learned From Soft Launching
Looking back, this soft launch gave me so much more than just a few clients. It gave me confidence, clarity, and a way to pivot without pressure. Here are the biggest takeaways I’d pass on to any freelancer considering this approach:
1. You don’t need a “launch” to start
Some of your best work might come from things you didn’t over-plan. Let yourself start quietly, and see where it goes.
2. Small tests build big momentum
Testing your offer with 2-3 people can be more valuable than launching to 2,000 people who don’t convert.
3. Done is better than perfect
If you’re holding back because the tech isn’t ready, the brand isn’t perfect, or you haven’t figured out pricing—try anyway. You can (and will) improve it over time.
Thinking of Trying a Soft Launch?
If you’re sitting on an idea for a new service, offer, or product—but feeling overwhelmed at the thought of a full launch—consider this your permission slip to keep it soft.
Start by:
Talking about it casually in conversation
Offering it privately to a few warm leads
Using what you already have to deliver it
Collecting honest feedback
Sharing your experience gently online
You don’t have to make a big deal to make a big impact.
Sometimes the quietest launches are the most powerful.
Let’s normalise experimenting with ease and pivoting with grace.
Your next great idea might be just one soft launch away.
