Free Articles | Products | Coaching | Events | Success Stories | Affiliate |
Meet Kendall | Media | Contact
Is Your Program Experiencing ‘Failure To Launch’ Syndrome?
January 19th, 2010 by Kendall
Click here if you would rather listen to this article.
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Few things in business are as exciting as seeing a need, putting together a program or product to meet that need, expecting it to quickly fill, only to watch as it fizzles with few, if any, signups.
It’s downright embarrassing, not to mention disappointing.
While it’s easy to blame someone or something (please, don’t even mention that it’s “because of the e______”. Trust me, that isn’t the reason) the truth is, a fizzled launch is easily prevented if you wisely follow certain steps.
Which is why, if you’re planning on offering a new program or product you MUST read these 3 tips. They’ll save you from experiencing a boatload of embarrassment and disappointment and will help you make your next launch a success.
Tip #1 Speed Up Your Planning
What sabotages most launches is taking too long to make the “thing.”
For example: let’s say you’re offering a four week teleseminar program. Instead of spending weeks writing your content, preparing the best exercises and perfecting your handouts, I recommend creating a simple outline that lists what the key benefits are to each of the four classes. This shouldn’t take more than a couple of hours. You can write the detailed content later, as your program begins to fill.
Which brings me to a tip that will help you add more peeps to your program…
Tip #2 Seed, Seed, Seed
Seeding is simply dropping hints that you have something new for your peeps that’s going to solve an important problem they have. I recommend seeding now, even if you’re program is weeks away. This way, you wet peoples’ appetite for what you’re going to launch so they’re more likely to jump on board the moment your sales or opt in page is ready.
Quick guideline I use: Always be seeding something!
Tip #3 Pick The Right Launch Window Timing
If you give too much time for your peeps to think about signing up, their energy and enthusiasm will quickly dwindle down to nothing.
But if you try to rush your launch by only giving a few days for folks to sign up you risk they won’t even see your emails in time.
I recommend allowing four weeks minimum for a higher end program and closer to six weeks is better. Shorter launches only work well if you have a small number of spots (for example, if you have a couple of spots open for a private VIP day with you) or if what you’re offering has a very low price point.
Even With The Best Planning In Place, Do This To Know For Sure Your Peeps Will Leap Into Your Program…
Even the best launch plan will fizzle if the offer is for something only mildly interesting. How do you know for sure? Ask. Run your title and sentence or two description by a few of your clients. Ask them if they would sign up for a program on your topic. Here’s a script you can use:
“I’m thinking about offering a four week teleseminar program that solves the problem for ___________ (name your audience) of ______________ (name the specific problem it solves). I’d love to know if this is something that grabs your attention or sounds appealing to you because if it isn’t, I’ll go back to the drawing board. I really appreciate your honest input!”
Once you know your topic is hot simply follow the launch tips I’ve given you and enjoy your success!
Posted in Business Development • • Subscribe to this feed
Tags: internet marketing, marketing plans, marketing strategies
I know you’re a vegetarian but I just love how you dish out such meaty marketing stuff!
Can hardly wait to see you at CMMS next month (I’ll bring a doggie bag)
Comment by Lisa Almeida — January 19, 2010 @ 10:38 pm
What a great script. I’ll definitely use it before I even think of planning programmes again because yes, I have been guilty many times in the past of doing something looks like only I’m interested in
Comment by Marcia Francois — January 20, 2010 @ 8:30 am
As always, brilliant!
Comment by Laura Dessauer — January 20, 2010 @ 8:47 am
Definitely helpful
Comment by Angela Minelli — January 20, 2010 @ 12:09 pm
All I can say is … thank you , thank you, thank you! I believe this will say me so much time and effort.
Comment by Iris — January 20, 2010 @ 2:34 pm
This is a great post, Kendall!
Comment by Aida — January 20, 2010 @ 3:58 pm
Thank you Kendall, especially for that script I will use it immediately with my list.
Comment by Rodney Washington — January 20, 2010 @ 8:21 pm
I love the script! This is a most helpful tip.
Comment by Bonita Richter — January 21, 2010 @ 8:01 am
Thanks for the script. This puts me in action mode. Otherwise, I put off taking action, because, I start thinking that there are so many people offering similar courses and why would anyone invest in my course.
Comment by Lalitha Brahma — January 23, 2010 @ 10:41 am