The product launch: it’s a great way for a conscious, mission-driven spiritual entrepreneur to build both the buzz and her biz, when done right. But did you know that a product launch can also pay off in other ways too?
In other words, a “successful” product launch can mean many positive things for your business, AND for you, that have nothing to do with the number of sales you make during the launch.
Most entrepreneurs focus on money when they’re planning a product launch. They’re thinking about how many sales they’ll make. They’re seeing dollar signs, sales funnels, and expansion.
And yes, those are wonderful reasons to do a product launch.
However, that intense focus on product launch sales can also cause a tremendous amount of stress. I’ve helped guide hundreds of launches, and in the vast majority of cases, I’ve also taken on the role as “launch therapist.” (Yes, even the big “gurus” are not immune to launch pressure — in fact, I would argue in some cases they feel even more pressure: because they are so big and visible, word definitely gets out if they flop.)
Along with all the usual nasty health issues that we’ve come to expect when we’re under stress (lack of sleep, getting sick, headaches, etc.), what’s not talked about is how we also can slip into fear-based marketing if we’re not careful.
Even the most well-intentioned entrepreneur can find herself or himself using fear-based marketing tactics when an important launch suddenly goes sideways. It’s completely understandable and normal.
The problem is, if you are an entrepreneur who typically uses love to market yourself, slipping into fear can cause confusion in the marketplace. This can lead to your launch (and other marketing efforts) being less effective.
That’s why today I’d like to invite you to consider another perspective — how to view the product launch through a love-based lens.
Not only is this a great way to shift your mindset, but it can also help you take some of the pressure off. And yes, it’s very possible to have a super-successful product launch without a bunch of sales.
Check out these five non-sales, love-based reasons to do a product launch:
- You get out in front of your ideal clients: the people who really need you. It’s all about visibility. Even a small product launch can build buzz, and get people talking about you. This can build name and brand recognition, which is key – not only to growing a business, but also to letting your ideal clients know you’re out there, ready to help them solve their problems.
- Your ideal clients see you as an expert (because you are!). When you release free content during a product launch, you’re able to allow people to experience how knowledgeable you are. You’re giving them a taste of the transformation you can provide, and they’ll begin viewing you as an expert.
- You attract more of your ideal clients, which means you can share your message with a greater number of people. Offering free content is an awesome way to build your list. A growing, responsive list is key to building your business, and it’s also critical to building the relationships that allow you to share your gifts!
- You build momentum. Product launches take an enormous amount of energy to get off the ground. The laws of physics say that energy is neither created nor destroyed – it’s just transformed. So when you build momentum in creating and launching your product, that energy transforms into momentum for your business. So even post-launch, your prospects are still “talking” about you and are more open to receiving your message.
- You’re able to create a bigger impact than ever. The increased visibility and credibility from your launch also increases their interest in YOU. So even if they weren’t interested in the specific product you were launching, they may be interested in other products and services you offer. This means you’re able to help a greater number of people in a greater number of ways – making a bigger impact than ever before.
Here’s where this gets even better …
When you take a love-based approach to a product launch, it FEELS even better when you make a ton of sales.
You’ll be reaching tons of people, spreading your message, and sharing your gift. With this love-based mindset, you’ll be able to relax, enjoy your product launch, and view “success” in a whole new light – one that doesn’t focus on just the money.
If this resonates with you, you may like to take the teachings deeper with my book, “Love-Based Online Marketing: Campaigns to Grow a Business You Love AND That Loves You Back.” It’s available here.
Karen McMillan says
YES! YES! YES! As always, resonating with you and your awesome messages. In my courses, I speak to the R.O.I = 1) Return on Investment (not so love-based $$/yang) and 2) Return on Intention (love-based, yin) Thank you for explaining it with more detail and suggestions for inspired actions. <3
Shel Horowitz says
Definitely! I do my best to incorporate love into every aspect of my business, and that’s part of why I still love what I do after almost 36 years in business. Michelle, please check your email for a note from shel at greenandprofitable.
Judy Cullins says
Michelle, THANK YOU. Your love approach inspired me to launch a book writing ecourse, “5 Book Writing Solutions for Top Businesses to Finish your Book so Your Ideal Audience will Love You.” Like Shel, I too use love in all copy and have for 30 years. I love that this offering keeps on giving love back to me–5 ways!