I asked this question for a long time, and having used both several times, I now have my answer: I hate live product launches! Why you should Illuminate, not manipulate A live product launch strategy relies on one aspect: scarcity. The problem isn't that we use scarcity during a live launch, but rather build everything around it. When it comes to a short-term payday this is great, but if you want to build lasting trust with your audience ... not so much. Related: 4 Great Tips for Planning a (Nearly) Perfect Product Launch Party The good and bad of a live product launch strategy None of this is to say there aren't a lot of benefits to a live product launch strategy. Yet, once the dust settles, you tend to realize your live product launch was: A lot of work, meaning you're now exhausted Not that profitable after you take into account your ad spend and commissions Great at bringing new leads in, but most of them have since unsubscribed Plus, your launch is now over and you have to think about when your next big payday will come, so you go through this entire process every few months. Why an evergreen product launch strategy works Building your business around a live product launch strategy isn't that smart when you realize you're placing all your eggs into a single basket. They do not help you build trust with your audience. Your job isn't to manipulate your audience for success today; it's to illuminate their pain so you can help them long into the future. An evergreen product launch strategy allows you to do this, building their trust and educating them over time so they don't feel rushed into pulling the trigger now.
When you launch your next product, should you use a live or evergreen product launch strategy?
I asked this question for a long time, and having used both several times, I now have my answer: I hate live product launches!
I know that goes against the grain, as the popularity of live launches continues to grow. I understand why they’re so popular, because I, too, have used a live product launch strategy to sell courses and programs, and they often result in a big payday.
That’s great.
Except there’s a fundamental problem with this. And it’s a problem that gives you short-term success with no long-term gain.
Why you should Illuminate, not manipulate
A live product launch strategy relies on one aspect: scarcity.
- Countdown timers
- Limited bonuses
- Special prices
- A “three day only” event
I understand the need for scarcity, as most people need an extra push to pull the trigger. The problem isn’t that we use scarcity during a live launch, but rather build everything around it.
Through scarcity, you manipulate your audience to take action when they may or may not be ready.
When it comes to a short-term payday this is great, but if you want to build lasting trust with your audience … not so much. But, it’s trust that’s fundamental to your success in 2018, because more than ever you exist in an over-crowded and highly competitive space.
Manipulation sets you up for short-term success at the expense of your long-term growth. It gives you money today with zero security for tomorrow.
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So, instead of relying on manipulation, consider the art of illuminating your audience’s pain so they buy your product at a time relevant to them.
Related: 4 Great Tips for Planning a (Nearly) Perfect Product Launch Party
The good and bad of a live product launch strategy
None of this is to say there aren’t a lot of benefits to a live product launch strategy. I’ve used them myself many times in the past, and depending on the situation, I may do so in the future.
After all, a live product launch strategy creates:
- A lot of money right now…
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