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The Digital Product Kickstart Kit: Your guide to creating and launching a digital product that sells.
I help online entrepreneurs (like YOU!) launch and relaunch digital products and podcasts to reach more people, grow their audience and become the go-to geniuses in their industry
Hi, I'm Steph
What if I launch and nobody buys
November 18, 2020
When I asked my Instagram followers what’s holding them back from launching something new, 80% of them told me they were afraid. Afraid that they’d launch a course and nobody would buy. Afraid they’d launch a podcast and nobody would listen. Whatever it is that you’re launching, here are some tips to get over the fear that nobody will buy.
Launch day pops around and there is absolutely no interest in what you’re launching. Then what?
It’s not the end of the world. I’ve had this happen to me too.
At the end of 2019, I launched a group program for people who wanted to launch a podcast. I even pre-sold two spots in the program before I launched it.
But, once I launched it? No interest. It turned out that my audience didn’t want to learn how to launch a podcast in a group setting – they couldn’t commit to 8 weeks of calls, because summer holidays were coming up and a lot of them would be busy with kids.
Most of my audience just wanted a step-by-step plan for how to launch their podcasts – so I pivoted quickly, and created my A-Z Podcast Launch Plan product, of which I’ve now sold over 700 of.
The key is that when your launch doesn’t go to plan, you need to use it as a lesson, rather than treating it as a failure – survey your audience, ask why they didn’t buy, refine your concept + relaunch it.
Even if nobody buys, the sun will still come up tomorrow
As Amy Porterfield said in the podcast interview I did with her recently, you’re allowed a day to wallow in bed after a failed launch – but after that, you’ve just got to get up and keep moving forward.
As cliche as it sounds, a failed launch isn’t the end of the world. It might feel like it is, for a week or two, but in a year’s time you’ll look back and you’ll realise what a big learning lesson it was.
Honestly, I’m a big believer that everything happens for a reason. If nobody buys, maybe this happened because you needed to learn a particular lesson, or because you were meant to do something different in your business.
Even if nobody buys, you’ve still created an asset
Whether that asset is a course, a podcast, a new business, a new product – you’ve still created an asset in your business.
You’d be amazed at how something like the messaging can influence whether people buy or not. I’ve launched the same course twice but with different messaging around the product, and I’ve had COMPLETELY different results. One flopped, the other was amazing. Exact same product. Just communicated differently.
So just because you’ve had a failed launch, doesn’t mean that nobody wants your product – it just means you maybe need to go back to the drawing board and figure out how you can communicate the offer better.
Even if nobody buys, you’ve still grown your audience in the launch process
I’ve been completing James Wedmore’s Business By Design program, and one of the limiting beliefs that he helps you to overcome is the idea that you have to have a big email list or lots of followers before you can launch something.
Hands up who here has the belief that you need to have a big audience before you launch? Yeah, I used to believe this too.
James flips this idea on its head by saying, well actually, launching is HOW you grow your audience. And it’s so true. Launching my very first course, Facebook Ads That Flourish was the turning point in my business that actually grew my audience and made me visible.
So, even if your launch fails, you’ve grown your audience and you can start nurturing them and building a connection with them in time for your NEXT launch.
Even if nobody buys, you’ve learnt a lot about your audience in the process of launching
There’s one simple, four word question you can ask your audience to get a TON of insight and develop more compelling messaging in your next launch.
Wanna know what this question is? Here it is: Why didn’t you buy?
Pay close attention to the wording they use in their replies.
The most common reply you’ll get is that it’s too expensive or that they can’t afford it right now. Does that mean your product is too expensive? Nope, it just means you haven’t communicated the value well enough.
If you saw a Ferrari on sale for $1000, you’d do whatever you could to scrape together that money and buy it – right? Because you know it’s worth a heck of a lot more than just $1000. So it’s about communicating the value in a way that makes your audience feel like your product is worth more than the price they’re paying for it.
Even if nobody buys, you’ve learnt a lot about yourself in the process of launching
Every launch I go through, I learn something new about myself.
My most recent launch, where I had the biggest tech nightmare and everything that could go wrong did go wrong, I learnt how resilient I am and how good I am in a crisis now.
I wasn’t always like this – I used to get flustered so easily when things didn’t go to plan, but 3 years of running a business where nothing goes to plan has taught me otherwise.
Launching is honestly such a great way to push yourself out of your comfort zone and grow as a person, and even if your launch fails, you’ll no doubt take some big lessons away from it.