Far too often I have seen people launch products or services, and when it came time to actually release that product they weren’t ready… the software was buggy, the videos weren’t completed, or there was some other excuse and the launch date had to be pushed back.
You don’t want to repeat those same mistakes. When you launch a product, it should already be shippable. It should already be in the Version 1.0 stage when you are promoting it.
This is for several reasons: you will run out of gas otherwise; you will put too much effort into the first few videos; or you will simply get distracted by something else.
What does it mean to “run out of gas” in a product launch? In your first few videos or chapters of your report, you’ll be excited about this fresh idea. As you approach the end, you slow down and feel like it’s a chore. Projects are fun to start and fun to finish…but not so much fun in the middle!
If you create a bunch of pre-launch videos before the product has been made, you are going to put your best stuff in the pre-launch videos and your worst stuff in the paid product. I would rather put my best stuff within the product itself, and give away the “so-so” content for free to gather interest.
You also avoid doing the work twice. When demonstrating software, you are demonstrating the software itself – not a mockup of the software. If you want to show a clip of one of your videos, it is very simple. You don’t have to create anything new…just show a clip of a product you already made.
And finally, if you are aware of Murphy’s Law, you know how important it is to finish your product quickly and get your launch sequence scheduled quickly. Murphy’s Law tells you that if something bad can go wrong, it usu- ally does, at the worst possible time!
With product launches, Murphy’s Law says you’re probably going to get distracted by a new idea or project.
For that reason, you should have your product finished, have your sales letter done; and if you want to create your pre-launch sequence, have it recorded and scheduled ahead of time.
If your pre-launch involves recording 5 videos, record them all in a day; process and upload them; and then schedule the notifications in your autoresponder. Anything else you do on top of that is just extra.
But worst-case scenario: even in an emergency, all those videos would be put out on the Internet automatically and when it came time to release your product, it would already be ready to take orders.
That’s why you only demo your product if it’s ready.
You are going to run out of gas creating your promo material and not be excited enough about your regular product. You are going to put your best stuff in the product and avoid having to do a lot of the work twice. And life simply gets in the way…and now you can be ready for that.