And they lived happily ever after…
Two silhouettes holding hands, moving away to the horizon, slowly melting in the sunset.
We love happy endings, don’t we?
Yet despite Hollywood jolly pictures we know from experience that “the happily ever after” is only the beginning, not the end.
Still we want to think it’s the end.
How about another story:
“And then I launched my product and sold thousands of copies on my first day.”
- Champagne is flowing everywhere.
- My phone can’t stay still, buzzing from payment notices.
- I’m on the phone booking your trip to the Bahamas.
That’s the Hollywood Launch Story for you.
Judging by persisting Facebook ads, most of us long to see this success, and within minutes such a launch quickly becomes a blockbuster.
We rarely know how much work went into that particular launch and we actually won’t know about launches until we make something and try to sell it to complete strangers online.
But this post isn’t about that.
The post is about what happens next.
What do you do after you launched your first product to make sure you continue selling it?
You may have made $50 or $50,000 off your first launch, but your launch isn’t the end of your labor.
Because the gravest mistake you make when you launch a product in hopes of working smarter is thinking that your launch is the end.
Even though the “Hollywood” launch is what you want, the reality shows that your launch is just the beginning.
The honeymoon stage is over, real-life sets in, and you need to do some more tweaking, observing and editing to make sure sales continue.
Your life will never be the same after the launch, that’s for sure, but if you want to make smart work long-lasting, there’s a lot of work that needs to be done. If left to its own devices, the 2nd law of thermodynamics is going to destroy even the best efforts.
The second law of thermodynamics says that when energy changes from one form to another form, or matter moves freely, entropy (disorder) increases.
My interpretation:There’s nothing you need to do to create chaos. Chaos finds its way into our lives without much effort.
Let’s dive in to see what 5 things need to continue happening after the launch of any product.
What should happen after your #product #launch: 5 things #entrepreneurs ignore that costs moneyClick To Tweet
#1: Get feedback on your product.
This may sound really obvious, but not everyone remembers to do that. Or sometimes we have just 1 linear way of thinking when it comes to collecting feedback. Think of other ways:
- Encourage people to share their feedback on social media using a hashtag (#)
- Ask questions in personal emails (specific questions, see below).
- Send surveys (I’ve used survs.com)
- Ask people for feedback in live meetings.
PRO tip: Create a google doc with all the clippings/quotes whenever people send you their feedback. Keep it in one file so you can pull more for your next sales page/launch.
Be sure to encourage specific feedback. “Wow, I loved your book!” is actually an empty testimonial. It means nothing to a person who will consider buying your book in the future.
Here’re 3 questions to ask to get a winning testimonial:
- Did the person have any doubts/reservations before buying?
- Why did they decide to buy?
- What happened after they bought? What lessons did they learn that helped them save time, money, health, stress, etc.?
- BONUS: how did they feel after the product transformed their lives?
#2: Analyze what can be improved and when.
Most of us understand that our small product is never perfect. It’s a prototype, and there’re still things we will need to do to improve it.
Here’s what you can improve:
- Add more content
- Add more practical worksheets
- Improve graphics/design
- Improve formatting
- Adding an extra format (audio, video, etc.)
People are generally happy to give you their feedback, some will write and let you know what they liked and what could be improved.
For instance, I didn’t upload my first book on Amazon, but only made it public for my own audience (the innovators) so I could get more feedback and make improvements.
My plan was to continue getting feedback and re-launch it at a specific time with a laser sharp focus and a thorough strategy.
It doesn’t mean you aren’t selling the book after the launch, but you have to have a plan on how this version can be improved even more and when.
5 things you must do after your #product #launch to avoid the #hollywood launch endingClick To Tweet
Ready to plan your next product launch? Check out my mini-course for actionable strategies that I’ve used with other online language teachers.
#3: Continue producing more niched content (develop a plan) + adding visibility.
If you’re a beginner entrepreneur and are still struggling with your niche and core message, chances are your first product is going to be generic, and you will need more polishing up to continue selling it in the future.
Here’s how to ensure that you continue selling your product in the future:
- Continue producing niched content that will draw more dream clients your way.
- Get more visibility through guest posting, social media and business buddies.
- Create an appropriate opt-in or a fragment from your e-book so people can get acquainted with it.
- Get on podcasts and focus on the exact message of your e-book.
Continued visibility is key to make an “evergreen” launch (i.e. the launch that continues selling).
#4: Continue growing your list + engaging with it on a regular basis.
One of the biggest mistakes I see entrepreneurs make after the launch of their first product is not continuing with their list building. They may be doing it, but without as much fervor. your emails become dry and formulaic. Then they cease to come altogether.
The awkward pause lengthens, and then people begin to wonder if you’d initially engaged just to sell your product. Yikes!
I know you’re not about the money, but that’s what your abrupt silence may mean.
As a language learner, I know when I lose momentum it’s hard to get back. It’s easy to forget what I’ve been learning. Getting back is a huge step back into the overwhelm.
Here’re some creative ideas you can do after the launch:
- Put together an automated email series that lines up your specific posts and then sells your product.
- Connect with your buyers and send them thank-you emails (especially if you had few of them).
- Put together an event for buyers only when you release a special “bonus” and invite each of the buyers personally (again, I’m assuming your first launch is going to be modest).
- Ask them to invite their friends who might like the special event bonuses.
- Pitch this event to the most loyal subscribers (check the stats for the highly engaged audience)
- Make a powerpoint presentation for that meeting, then turn it into a piece of content using Slideshare for instance and then use it to beef up your future posts.
- Continue writing content + create a unique content upgrade with a preview of your e-book (make it a video, a podcast, a podcast script, a presentation, a 1 chapter walk-through, an add-on to a chapter).
Don’t ever stop writing to your audience, and if you feel stuck, seek motivation and encouragement from your mastermind, groups on social media or your coach. When you’re focused and clear on your goals, sky is the limit.
Remember: your next step is not to create something else. A lot of people make this mistake (including yours truly) and then it’s only harder to promote two different products.
#5: Create experiences around your product (and turn them into unique blog posts).
You’re probably sitting there in a dump looking at meager 10 sales (or fewer, I’m talking real life here, folks).
You think, “Life is over. I need to find a “real” job.”
And maybe you do, for a short time. But don’t give up on your dream. 10 people buying your product is a big deal. It’s 10 people who believed in you enough to say, “I like what she’s saying. I’m going to buy her book.”
So the last thing you want to do is to cry yourself to sleep and hide from the rest of the world for a few years. Remember the 2nd law of thermodynamics?
You want to continue engaging with people, and you need to find creative ways of doing that.
I mean, everyone knows of facebook groups, twitter chats, forums, etc. Please do those! But don’t limit yourself. There’re infinite ways to get more engagement with your current customers.
Because happy customers will bring you more customers, so focus on pampering them a bit, too.
Here’re some ideas.
- Include their stories into your blog posts (remember the tips I gave you about testimonials? Make sure they’re really helpful): please see the links at the end of this post for more inspiration.
- Add video/audio/scripted versions of your interviews with these clients.
- Make parties with your “select few” where you share some cool insights.
- Add a workshop/webinar (short video) for the select few and their friends (be sure to make it engaging).
- Ask an influencer to give a review of your product and feature it in a post (but please make it a sincere one!)
- Ask for help promoting your event (include the influencer) but make it available to the select few (do a raffle for the live version, a coaching session, etc.!)
The exclusivity has always attracted people, and giving an extra exclusive chance for your buyers to interact with you is a double bonus and the beginning of a life-long journey together.
So if you launched your product recently and are hoping to keep selling it in the future, here’re the things you need to do:
- Get feedback about your product.
- Engage with your buyers to thank them/give them a bonus.
- Create 1-2 small teasers of your product and include them as your free product.
- Continue creating content in the niche so you position yourself as an authority.
- Create an automated email sequence to include your new posts + “teasers” and add a couple of “pitch” emails, depending on your automated workflow.
- Continue emailing to your subscribers consistently.
- Make your content more visible by adding social media interaction and engagement.
- Write a guest post/get on a podcast.
And don’t forget your download…
More reading for learning and pleasure:
I sometimes mention terms that may be confusing, so in this section I’ll be adding more posts for you to read, pin or mark for later. I’m also adding a few of my resources just to give you ideas what a client interview may look like (hint: never use the same set of the same boring questions).
- How do I get exceptional testimonials? – by Sonia Simone from Copyblogger (part 2, with links to part 1)
- How do I grow my email list? – Join my free course List Growth Digest.
- Who is my Dream Client and what it he world does he/she want? – An excellent post by Veronika Palovska.
- A client’s story in a post (1) – Do it Afraid, by Suada Hetzic
- A client’s story in a post (2) – How smart work moves you from Apathy to Joy, by Elfin Waters
- A client’s story in a post (3) – 3 Things Carnaval Cruise Taught me about Being a Teacherpreneur, by Leandra King
The post was updated in April, 2021.