One thing’s for sure.
If you have a product, the worst thing you can do is plunk it down on your website and hope your ideal client will be compelled to hit the “buy” button.
If you’ve read anything about marketing in the last few years, then you already know that.
You also probably know that a launch can do wonders for selling your products or programs.
It’s true. A launch or campaign can fill your program, sell your product or get people to your event.
Okay, great. But what happens when your launch doesn’t generate the hoped for results?
I mean, you’ve created the product, you know it’s life-changing, you marketed it, you launched it, and you still didn’t get the sign ups!
Should you give up?
Not at all.
There are simple reasons why your launch wasn’t the success you wanted. It’s not time to give up. It’s time to do some more strategic, focused work.
Here are five reasons why your launch may have bombed (and what to do about it!)…
1 – You don’t have a list.
I don’t want to dismantle your dreams or anything.
But if you don’t have a list, you don’t have anyone to sell to.
Yes, you can partner with other people who DO have lists. But most people who DO have lists are going to want to know if YOU have a list. (That way, you can return the favor. After all, it’s called a partnership, not a rescue!)
If you already have a product or program, take time to focus on building your list. This will take time, but there are lots of great strategies for speeding up the process.
2 – You haven’t built a relationship with your list.
I met a healing practitioner who had a list but never did anything with it. Never wrote them, never added value, never offered anything.
When she heard about launches, she got fired up and started launching immediately to her list. No one signed up for her program. Here’s what I told her…
Your list is not a LIST. Your list is people. As such, you need to build a relationship with them.
So, if you haven’t been in touch with your list REGULARLY and CONSISTENTLY… then you haven’t built any trust with them. You haven’t added any value to them. You haven’t created a relationship.
And they won’t buy from you just because you decided to launch something.
Spend a good three to six months adding value and giving free content at least once a week. Then when you do launch, your list will already like and trust you!
3 – You counted on Facebook likes.
Now hear this:
Facebook likes are NOT a list.
It’s awesome that you have so many people who like your Facebook page.
But the truth is, they’ve probably liked a lot of other pages too. And they get lots of stuff in their feed. And most of it drifts by without ever catching their eye. What this means is that while Facebook (or twitter or pinterest or instagram) may be good ways to build your list or even supplement your launch… they are not substitutes for a strong list.
The Facebook platform is Facebook’s platform. Twitter’s platform is Twitter’s platform. These are all streaming and fleeting.
Your list is YOUR platform. Use it.
4 – Your offer was overwhelming or confusing.
What you offer in your launch must be clear. Your prospects need to know what they’re getting when they sign up.
With that said, you need to take the time to map out what EXACTLY you are offering, how long it lasts, what bonuses you’re going to give, and when the offer ends.
Some people get so nervous and driven during a launch that they think they should offer their program, the kitchen sink, their first-born and a one-on-one coaching trip to the Bahamas together for every participant in the program, plus the collection of 11 workbooks they wrote back when they were a CPA.
News Flash: Less is more. People want clarity. If you’re not clear, they won’t buy. Get out of your fear of not offering enough – and give them what they truly want…RESULTS!
5 – You abandoned ship.
The fortune is in the follow up.
If a launch isn’t going the way we want, it’s tempting to give up and stop reaching out to our list.
There’s lots of hard data to prove that most sign ups these days will come in the final 24 hours of your campaign.
And remember, follow up doesn’t mean “assault and battery.” Don’t exclamation point people to death. You can still be conversational and add value in your emails. But you need to be consistently in touch as your launch is happening.
Next step? Share the love!
If you’ve learned something from launching, tell us about it! Leave a comment below and add to this list!