Problems With A Product Launch

Bonus vs. Business Launches are a bonus ‍


Launches are a bonus… they're not a business! The big problem with a product launch and a business based on product launches is that you never break free.


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The quote above comes from a 49-page report written by a brilliant marketer named Rich Schefren.


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Just in case you're not familiar with Rich, one of the things that he is known for is his expertise at launches.


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This isn't a business model… it's a trap. Personally, I'd use another word to describe it: compromise. Every launch requires a huge investment of time, energy, and cash for returns that are not guaranteed. - James Schramko in Work Less, Make More


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There's a lot of hype around product launches, but they aren't the best way to consistently grow your business.


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Are launches inherently bad? Absolutely not. They can be a great added bonus to your marketing and growth. But making product launches the core of your business is not sustainable.


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Sign Up Revenue Roller Coaster The problem isn't whether launches work or not... ‍


The problem isn't whether launches work or not (they do).


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The problem is the big drop in sales after your live launch promotion ends.


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In the beginning that's not a big deal - maybe you don't have a team, and you don't have payroll.


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When sales rush in during your launch it's proof that you've connected with an audience.


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You're on a high of excitement and possibility - as you should be.


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But in the weeks and months after the launch you realize you have to answer this question: "What next?"


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You make the obvious decision: you repeat what worked.


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Which means you do another launch. And then another. And another.


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Vanity Metrics Look behind the curtain at real launch numbers ‍


The jaw-dropping 7 figure "pay days" are what's known as a vanity metric... a number that doesn't matter (much).


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Here's a more realistic look at the math behind those 7 figure launches:


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These numbers were compiled with assistance from:


* Andre Chaperon- consistently places in the top of any launch he decides to participate in


* Alex Nghiem - used to run one of the most sought after launch management agency


* Andy Hussong - considered a "go-to" guy for managing launches in the internet marketing niche


* Jack Born - has personal experience with launches from years of working as the marketing manager for Perry Marshall ‍


Medium size launches can be very profitable.


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But as you aim for bigger and bigger launches at a certain point you give up profits and you can easily lose money.


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