prinsnezar
New Member
Launch fatigue.
Its been an item of discussion lately in some circles, including by Dave Navarro, who had a great article about it. He also mentions a piece over at Productive Flourishing.
May was a pretty packed month for product launches – in this market. And those of you who pay attention to it all were feeling pretty inundated and ganged up on. Some of the big annoyances I’m seeing out there are:
* Artificial scarcity plays. Let’s face it, most of this stuff is digital so you need to have a pretty compelling reason to limit availability on something that is digital.
* Over-hype. Calling something the best thing since sliced bread when it isn’t. I think I’ve seen about every possible way to hype something, but I constantly find more.
* Tugged in multiple directions. When you have a perfect storm of launches like there was in May, consumers feel ripped apart. And as any marketer will tell you, when you give people too many options, they’ll often just choose none of them.
As Navarro correctly stated, it isn’t product launches that are the problem. It is the repeated pattern.
You know it when you see it. The “shot across the bow”, as Jeff Walker puts it. Then, the prelaunch with the obligatory 3 launch videos. Throw in a few “gee shucks” emails. Then, the sales video. Launch on a Tuesday. Open for one week. Hype hype hype. Ooohhh… its closing soon and you better buy now! Did I mention buy NOW? OK, gone. And in some cases, make up some bullshit reason to open it again.
Its a PATTERN and those of us in this market see it repeated over and over again. Sometimes, launches overlap in a crazy way and the market just gets pissed off. In May, that happened.
It is going to get worse, too. I have a couple of good friends working on a done-for-you launch platform which is going to ROCK. I also know that Andy Jenkins is soon going to launch Kajabi. What does all this mean?
Product launches are going to become commoditized. The pattern, in some niches, is going to become so recognizable it’ll flow like a bad horror movie and be about as predictable as one.
Its been an item of discussion lately in some circles, including by Dave Navarro, who had a great article about it. He also mentions a piece over at Productive Flourishing.
May was a pretty packed month for product launches – in this market. And those of you who pay attention to it all were feeling pretty inundated and ganged up on. Some of the big annoyances I’m seeing out there are:
* Artificial scarcity plays. Let’s face it, most of this stuff is digital so you need to have a pretty compelling reason to limit availability on something that is digital.
* Over-hype. Calling something the best thing since sliced bread when it isn’t. I think I’ve seen about every possible way to hype something, but I constantly find more.
* Tugged in multiple directions. When you have a perfect storm of launches like there was in May, consumers feel ripped apart. And as any marketer will tell you, when you give people too many options, they’ll often just choose none of them.
As Navarro correctly stated, it isn’t product launches that are the problem. It is the repeated pattern.
You know it when you see it. The “shot across the bow”, as Jeff Walker puts it. Then, the prelaunch with the obligatory 3 launch videos. Throw in a few “gee shucks” emails. Then, the sales video. Launch on a Tuesday. Open for one week. Hype hype hype. Ooohhh… its closing soon and you better buy now! Did I mention buy NOW? OK, gone. And in some cases, make up some bullshit reason to open it again.
Its a PATTERN and those of us in this market see it repeated over and over again. Sometimes, launches overlap in a crazy way and the market just gets pissed off. In May, that happened.
It is going to get worse, too. I have a couple of good friends working on a done-for-you launch platform which is going to ROCK. I also know that Andy Jenkins is soon going to launch Kajabi. What does all this mean?
Product launches are going to become commoditized. The pattern, in some niches, is going to become so recognizable it’ll flow like a bad horror movie and be about as predictable as one.
