Most product launches don’t fail in the implementation phase. They fail in the planning phase.
It’s typically not because your copywriter or graphics designer produced work that is sub-par. Sometimes that is the case for sure (although I’ve managed several 6-figure launches for which the copy and the graphics weren’t all that great).
Poor copywriting and graphic design absolutely could play some part in the failure of your launch.
It could be your target audience (maybe there is a message-to-market mismatch?)
Perhaps the pricing of the product is off and more than the market can bear.
Or was there really no market or demand for the product to begin with?
Any and all of the above can play a factor in whether your product launch succeeds or fails.
Here’s my point…
An issue in any of these areas can be identified in the planning phase WAAAAAAAYYY before we get to implementation.
If your launch plan is flawed, there’s a really good chance that you’re going to have some problems with meeting your goals and getting the results you want during implementation.
Yes, there have been some cases in which we had a really solid launch plan and we still didn’t get the results we expected.
And, on the flip side, I’ve been apart of some Hail-Mary-no-plan-fly-by-the-seat-of-our-pants launches that did pretty darn good.
(To this day I still don’t know how we pulled some of that stuff off. Must have been some voodoo magic something or another going on.)
I digress. Let me try to reel it back in…
Answer me this: If you knew the steps to create a launch plan that would increase the likelihood of a lucrative and profitable launch, wouldn’t you rather do that? Versus wing it and leave it all up to chance?
I thought so. You’re a smart and strategic CEO of your business.
So, the very first step we take when planning lucrative launches with our clients is to establish goals and objectives.
Now, before you’re tempted to skip over this topic of goal setting, let me just say that you think you know how to set goals for your product launch but you really don’t.
I promise you don’t.
“Well, how hard can it be, Lavada?”
“If I’m setting a revenue goal for my product launch, then I just state how many sales I want to make and that’s my revenue goal. Yes?”
No ma’am. Absolutely not.
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