“The only real mistake is the one from which we learn nothing.”
~ Henry Ford
In this piece, I want to talk about launching. Not how to launch, I have a workshop coming up on that. I’d like to shed some light on the possible reasons why launching may not have worked for you in the past. Either in that not enough people signed up for your offering or nobody at all did.
I believe there are 5 possible reasons a launch wouldn’t get the results you were hoping for or expecting.
1. What you offered wasn’t something your people wanted or needed
This happens when we create something we think our people need but we do so without consulting them about it first. I see this time and time again, business owners creating what their would-be clients need without taking the time to figure out what they actually want. Doing some simple audience research can solve this problem.
This could be in-depth audience research calls to find out what people need from you. I wrote a whole post on my approach to these calls here. If you are worried that asking what your people want won’t get the results you were hoping for I have something you can do instead. Instead of asking open-ended questions about what your people need support with, instead create a rough outline of thing you want to launch and then run it by some of the people in your audience who you think might be a fit. If they are willing, jump on a call and ask what you could do to make it a no-brainer for them to join. This is exactly how my yearlong mastermind got started.
If what you are offering doesn’t warrant a load of in-depth calls (because it’s a low-cost offering). it could be a simple post to say I’m thinking of launching this thing, what do you think?
My usual rule of thumb is to not launch anything unless I can think of 10 actual people in my audience who I believe would be a fit for what I’m launching.
2. You didn’t communicate the offering in a way that landed
Sometimes we spend so much of our care and attention on creating the thing we’re trying to sell that we have little left to give when it comes to the marketing. How we communicate our offering is crucial to the success of our launch.