Feature Article | Why Your Launch Isn’t Working (As Well As You’d Like) And Your Stuff Isn’t Selling (As Much As You’d Like)
It’s a wonderful day in the business: you’ve created a NEW THING and are about to release it to the world. Whether it be a new summer menu at a restaurant, a 6-week telecourse, an person-training or, the proverbial lemonade stand on a new street corner, this should be a great day, right?
But launch day, or selling your wares on any day for that matter, often comes with the entrepreneurial version of post-traumatic stress. Too much effort, not enough result. What’s happening? Here are a few reasons to review, then change, but only if you seek a different result.
1. Less is more.
Too much information, already! People aren’t going to buy just to make you stop droning on, verbally or in writing. Make ONE point clearly, move on. Next time, make another point. And then…enough said.
2. It’s too serious.
Adult education (no, not THAT kind!) needs to entertain. Lighten it up, but also look for where you can counsel your market to lighten up as well. They’ll be relieved and grateful.
3. Do the opposite.
According to the Art of War, it pays to do exactly what your enemy doesn’t expect. Rather than fall into a thrall about what your competitors or colleagues are doing, what can you do that they would NOT expect?
In a bouquet of red roses, there’s a reason white Baby’s Breath is the most common companion. It contrasts.
4. Show, don’t tell.
Instead of telling the benefits, show them, if you can. Before and after stories. Use shorthand with case studies. (See #1)
5. You’re being stubborn about something.
Intense coaching in the last 3 months, I have so much real-life proof (aka ammunition) about this, it’s silly.
Your launch isn’t doing as well, and your stuff isn’t selling as much, because you are being a stick in the mud about SOMETHING. Holier than though? Disconnected to reality? Attached to doing it yourself? Feeling desperate about money? (And yes, I have my own self as evidence too.)
6. Deliver more (karmic deposits) to sell more (karmic withdrawal.)
In a fascinating turnaround of the concept of tithing, where certain individuals even claim to give away the dollar amount they want to EARN each month, look to your delivery. What clients, what services, what products are you set to deliver right now?
Set out to OVERDELIVER. Because wimping out on delivery (letting current clients down, or not fully earning the money you’ve already put in the bank?) is the best way to say you’re not really ready to sell more, just now.
7. Be nimble.
Lots of people say ‘be speedy.’ That works to an extent, but there’s a difference. The insight is that being SLOW does not serve. Sluggishness, taking forever to make one decision, all these things rob you of space you need to manoeuvre, do something again, try a tweak.
If you only have X time, and your thing is untested, you need to step lightly, keep moving, course correct, find what works, nimbly.
8. Get realer.
This one is a toughie. In a time when authenticity has become the plastic word-of-the-day, the succinct (see #1) way I’ll put this is…
Ask…. if a video camera were on you at any given moment in your life (especially when you’re not creating something for YouTube) would we see a different you from the one you want us to see?
How can that change? That’s where the untapped reserves of realness live. And by contrast to the plastic around us, the foresight here is that that’s what will be noticed.
9. Your offer is off.
The price point. The perceived value. Maybe who you’re selling that thing to. Maybe your thing is (sorry, but it’s possible) boring and sounds like everyone else. Something about the ‘it’ isn’t right.
This is a toughie to admit to, but you may as well do it early if you feel it. Admitting it later isn’t going to feel better, is it?
Your turn! Why – now that you’ve marinated in the above 9 – isn’t your launch working as well as you’d like, or your thing selling as much as you’d like?
I left #10 open just for you. Because I know you have the muscles to play with the formula. Try it:
Foresight + Insight + Action = Business Success Through Thought Leadership.
What insight do you now have about this question, which everyone goes through, at one point or other?