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Post-Launch: It’s Not Over

After the launch, you may be tempted to take a break, and you probably should
do something to celebrate or rest. But make it a short break, because what
happens next is important. During the launch process, a lot of people were
paying attention to you. You’ve captured additional attention and trust in the
form of new customers. Other prospects who considered the offer didn’t find it
compelling at this time, but perhaps you can serve them with something else
later.

Always return to the all-important value question: How can you help people
more? After their big launch, Adam and Karol went back to their own businesses
and active lives. Adam used part of his proceeds to buy an RV and tour the
country with his family, and Karol began an unconventional pilgrimage to visit
every roller coaster in America.

At the same time, they kept thinking ahead, planning another big project that
would result in more sales, more customers, and more impact.

KEY POINTS
A good launch is like a Hollywood movie: You first hear about it far in

advance, then you hear more about it before the debut, then you watch as
crowds of people anxiously queue up for the opening.
A good launch blends strategy with tactics. Strategy refers to “why”
questions such as story, offer, and long-term plan. Tactics refers to “how”
questions such as timing, price, and specific pitch.
A series of regular communications with prospects before the launch will
help you re-create the Hollywood experience with an audience of any
size.
Tell a good story and be sure to consider the question of timeliness: Why
should people care about your offer now?
Use the Thirty-Nine-Step Product Launch Checklist as a model. Not every
step may apply to you, and you may want to add steps of your own.

*Any analysis of “launch marketing” should give credit to the classic book
Influence by Robert Cialdini, who was one of the first to study how consumers