Successful launches vs. Unsuccessful launches

I am going to be sharing with you a couple of the key things that I've noticed that set the really successful launches apart from those that don't go so well. Now obviously bear in mind I am talking about digital product launches here, but I believe that a lot of these things will apply to any kind of launch really, any kind of product or service launch.

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6 differences between successful and unsuccessful launches

 

Opening their cart with no lead-up

The first thing that I've noticed that happens with unsuccessful launches is they open doors and then they go into launch mode. They try to make people buy the product. So they'll put it out for sale, and let their audience know that they can buy the product now. Trying to build hype and trying to get people to buy it. And then they wonder why nobody's buying. Whereas successful launches, they will spend 60 to 90 days before they open doors, sharing strategic pre-launch content, getting their audience engaged, getting the audience to know that they have a problem that this product can solve. And then when doors open they have people ready and waiting to buy from them.

 

Building hype around their product, not the solution

Secondly, unsuccessful launches try to build hype and make people excited about their product. They make the launch about the product, not about the customer, not about the problem that the product is solving, not about any of the things that the customer actually cares about. Instead, they're going out there and just talking about how cool this product is, look at who's using it, look at what people are saying about it. Yes, there is a certain element of “hype”, but the hype isn't what sells. Successful launches know who their audience is, they know what problem their product solves and they articulated in a way that their audience knows they need the product. That is the difference. Excitement doesn't sell.

 

Trying to sell without educating their audience first

The third difference between unsuccessful and successful launches, unsuccessful ones try to just sell, sell, sell the product. Successful launches on the other hand, and this is kind of related to the last point, but successful launches, educate the audience on what they need to know to be ready to buy. So you're not selling, selling, selling, being all salesy. You're educating your audience.

 

Launching without validating the idea first

Number four, unsuccessful launches sell a product or an idea that they, the business owner, love and are excited about. Whereas, successful launches validate the idea before they launch it. They find out whether people actually want the product. No matter how much you love the idea and you think it's a great idea, it's not going to sell unless somebody actually wants it. So a successful launch will validate it and ideally they will validate it in a way that they can find out whether people are willing to pay money for the product before they create it. And that's where I really recommend launching your product while you're creating it or before you create it.

 

Not talking to or surveying your audience

Number five, unsuccessful launch, we'll try and guess what's on their ideal customer's minds. They'll try and put themselves in the customer's shoes and they're basically using guesswork. Whereas a successful launch involves talking to your audience. It involves finding out the things that you probably don't know, even if what you're learning isn't necessarily something that you want to know. I mean, you might find out that your audience doesn't actually value paying money to solve the problem that your product solves. You might find that out. Wouldn't you rather find that out before you've created your product, before you launched it, rather than after you've put time and effort into creating it.

 

Trying to launch to everyone with no niche

Number six, unsuccessful launches try to launch to everybody. They try to get as many people into their launch as possible with no discernment about who they're actually getting in. On the flip side, successful launches get really crystal clear on who that ideal customer is, they actually celebrate when people unsubscribe because that's somebody who's not the ideal customer and they know how to focus their messaging towards that one ideal customer because they know that messaging that resonates with that person is going to be much better than wishy washy messaging that tries to resonate with everyone.

So there you have it, six key differences that I've noticed between successful and unsuccessful launches. There are a lot more, but these are some of the most common ones that I have noticed.

 

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