Almost any marketing coach can tell you stories of students who came to them for help in launching their product. The student has the product ready to go. Maybe it needs a few tweaks, but they are small things that could be done in a few days or maybe even in a few hours. We’re talking about products that in many cases are better quality than 90% of products out there. But they won’t launch the product. They keep telling themselves the product isn’t ready, that it needs improving, the time isn’t right, etc…
They’re deluding themselves. The real reason they’re not launching? Terror.
Stark terror that someone, somewhere, will say something BAD about their product.
Or worse yet – people will hate their product AND the product won’t sell worth a darn.
But here’s the fact to focus on instead: A product that is never launched makes no money. Period.
Yes, someone might not like your product. So what? In fact, there could be HUNDREDS of people who don’t like your product. So what? If the product is selling, does it matter that some people don’t like it?
Look at radio talk show hosts and commentators. They have thousands or in some cases hundreds of thousands of people who don’t like them. Yet they also have a loyal following and LOTS and LOTS of money.
So how do you get over the fear of launching? Here’s one way:
Agree with yourself that your product isn’t finished. That’s right – it isn’t done yet. But you’re going to launch ANYWAY.
As you improve your product, you will send your customers updated versions. What’s that? You forgot to add a section about managing gophers to your gardening product? Add the section and send it out to buyers.
Then add it to the product itself so all new buyers get it automatically. And then add a couple of bullets to your sales letter that let prospects know you cover gophers, too.
In fact, this gives you an entirely new way to look at criticism. Instead of cringing and wishing you had done the product differently, you can objectively look at the criticism and decide if you want to make a change based on that feedback or not. This is a much more empowering point of view than hiding in the corner, fearful of any negative comment that might come your way.
Now then, let’s look at a worst case scenario: You launch your product and the very first feedback you get is, “This product sucks, I want a refund!” If this happens, there is one of two things going on, and the next few days will tell you which one it is.
If more people write back with similar comments, then maybe you do have a poor product. In that case, pull it, fix it and relaunch it. Or pull it and create something else.
But if sales are good and refunds are low, then what you encountered on that first feedback was likely a chronic ‘refunder’ – one of those people who buy products with the intention of asking for a refund. Another name for those folks? Sorry, I can’t print it here.
Just know that the vast, VAST majority of buyers don’t do this. Most buyers are good, honest, decent people. The few who do chronically refund are just a minor annoyance that ALL product sellers have to put up with, including the big, big names in your niche.
So don’t sweat it. Give them their refund and if you have the capability, block them from buying from you again, just to avoid aggravation down the line when you launch your next product.
Fear of launching your product is a fear of leaving your comfort zone. Comfort zones are… well… comfy. Cozy. Warm. Secure.
But sometimes you have to take a deep breath, hit the button and launch your new product to the world.
Don’t worry – it gets less scary each time you do it. And you’re not alone. Even product creators who have made millions still get plenty nervous when it’s time to launch their new creation. It’s natural. The point is, you can’t let a case of nerves, no matter how bad they are, get in the way of moving forward and launching your product.
Find out what you need to use to get yourself to launch. Is it a reward? Blackmail? A psychological trick? A reminder of WHY you are doing this?
I know one marketer who imagines hurling himself into battle each time he launches. Another one keeps photos of his family at his desk to remind him of why he needs to overcome his fear. And a third bribes herself with a 4 day vacation for each product she launches. Whatever it takes to get you to launch – just do it.