So your big product launch failed …

So, armed with a next-to-nothing budget and a half-way decent network, you tried to launch your new offering onto the world, and it just hasn’t taken off as you’d hoped.  Don’t feel too bad about it … I’m reading Buyology
by branding expert  Martin Lindstrom, and in the first chapter he reveals that on average 8 out of 10 US product launches fail in the first 3 months. And that’s with a total marketing spend of $117bn! Lindstrom seems to be saying that they fail because they simply don’t understand why people really buy.

So why did your launch not create the buzz you wanted, or indeed that sales? One reason that seems to come up often is that the message just wasn’t targetted to the audience well enough. They really couldn’t associate into the problem your offer solves, so they just didn’t see the value. That can come about because of a couple of related reasons – your list is too diverse, and you’re reluctant to use a message that excludes any of them.

The trouble with that is, although the message is applicable to everyone on your list, it doesn’t speak to any of them directly. Isn’t it better to have one person say “Yes, that’s me, this person really gets me and understands how to solve my problem – I’m calling them right now!” than to have a couple of dozen put your message into their “Kinda interesting, might be some use, take a closer look when I get time” folder? Because we all know that messages that go into that folder only ever come out at the annual slash-and-burn e-mail clear-out, don’t we!

So go on – pick one individual your product solves a specific problem for, and target a message just for them. There’s probably others just like them, or close enough to get that “Yes! That’s me!” response. And they probably hang about in the same places – so a message targetted at your pinpoint client will be seen by others who you can help too. Isn’t that a far better way to add value in the world than a ‘could-appeal-to-everyone-won’t-excite-anyone’ spamogram?

About Andrew Horder

Founder of the blog at TheBusyFool.com, Andrew has been working with business owners for many years, helping them find and maintain their unique Focus - those activities and opportunities that they love, and will produce their success, what Andrew calls your Joyful Genius! Andrew's first book, The Busy Fool's a to Z of Loving Work is available from Amazon http://andrewhorder.com/amazon-azlw
About The Author

Andrew Horder

Founder of the blog at TheBusyFool.com, Andrew has been working with business owners for many years, helping them find and maintain their unique Focus - those activities and opportunities that they love, and will produce their success, what Andrew calls your Joyful Genius! Andrew's first book, The Busy Fool's a to Z of Loving Work is available from Amazon http://andrewhorder.com/amazon-azlw