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The REAL reason product launches work

With a few huge IM launches in 2008 already… Mass Control, SMARTS, and of course PLF 2.0

Have you wondered what it REALLY is that makes these product launches work?

I mean yeah, you can crack open PLF and rattle off all the strategies and whatnot. It’s great stuff.

But there’s something deeper under the hood that nobody seems willing to talk about. And yet, I bet every single marketer who’s had a successful launch has had the same exact experience…

I’m talking about the FEELING you get as you approach the launch date. The EXPECTATION of success and plentiful sales that is tangibly in the air.

The product owner feels it. The affiliates increasingly feel it. The customers definitely feel it as they get whipped into a frenzy and they don’t really know how or why they get so excited…

Of course, you have the usual marketing triggers and the product itself that need to be in place for any of this to happen. We’ve seen some impeccably executed launches with less than stellar products that ended up on their nose.

And similarly, there’s been launches of great products that had only so-so launch and did great.

So what’s really the deciding factor?

It’s EXPECTATION. The effect that is created in the ether, that guides all the madness as you approach the moment of launch… a lot of things contribute.

But in the end it’s the confidence that you have in your product, the trust you have in your affiliates, and the willingness to do good for your customers is what delivers the cumulative effect.

Feel free to disagree, but… resistance is futile. 😉

Whether you use Jeff Walker’s excellent formula or not, the expectation of success is what really matters. And the action you take congruent with that expectation.

The rest is details. “Try it, I’m sure you’ll like it.”

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Comments to: The REAL reason product launches work
  • April 9, 2008

    Resistance if futile? 🙂 I’m with you Juho. It’s all about Anticipation.


  • April 9, 2008

    Heh – maybe I was laying it on a bit heavy, but I think it’s an important point to make.

    I’d love to see more people encouraged to do real product launches, for the right reasons and with positive expectations…

    Cheers for the comment!

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