Over the years, I’ve learned that launching can be tricky. The timing has to be right, your products have to be priced correctly, and you need to position yourself in the right market. In addition, you have to make sure that you stay confident even when the launch doesn’t go as planned. Launches will not always be winners, but you cannot allow yourself to be pulled into a downward spiral just because you have a low turnout rate.
I’ve been helping clients launch products for nearly 12 years. I’ve worked with experienced Amazon sellers, passionate entrepreneurs, celebrities, doctors, lawyers, and everyone in between. They all have two things in common. First, they all have a skin care, hair care, or makeup line that they are proud to launch, and second, they want to have a successful launch free from big mistakes.
Here are the TOP 3 MISTAKES people make when launching.
1. Launching Without An Audience
The first question I ask someone when we initially decide to work together is, “Where are you going to sell the product?”
Aside from Amazon sellers, most people have no idea where they will sell the product.
And that is a HUGE problem.
You need to have an existing audience in order to sell. Without an audience, you will be stuck with a ton of products and no way to move them. BEFORE you create a product, make sure you have an audience or marketplace to sell to.
If you’re not there yet, that’s ok. You’re just not at the launch stage in your business yet. It’s better to take every step in turn and have a successful launch in a few months than to rush ahead without an audience and fail.
2. Assuming Sales Will Roll In Automatically
I always teach my clients to think of the launch as a 3 month process, otherwise they look at the short-term plans, create a promotion, and when they don’t get an immediate response, they quit.
And if they don’t quit, they usually lose their confidence and fail to give their launch a 100% commitment.
The launch is what gets the ball rolling, but sales will come in later. It’s not realistic to think that you will have massive sales on day 1 (unless you’re a skilled marketer or a celebrity).
Take measured baby steps. Track your success and refine your strategy at every promotion or event.
3. Thinking ONLY About The Long-Term Goals
When you’re first getting started, it can be discouraging to look around you and see successful brands all around you. You’re not yet where you want to be, and you feel like a failure.
They say, “Comparison is the thief of joy.” This is especially true when you’re comparing yourself to your competitors who have 10K Facebook followers, explosive sales, and well known brands.
But remember this: Your competitors were once where you are now. You don’t get to fast forward your business. I always tell my clients, “Know who your competitors are but to stay in your own lane!” Do not compare yourself or your business to anything except the person (or business) you were yesterday.
Focus on where you are right now, and be proud of what you have accomplished so far.
Sometimes, it’s helpful to think of your life one year ago and imagine how far you’ve come. If you stay focused and take things one step at a time, imagine where you will be in another year!