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What to Do When You Launch a Product & No One Buys… IMP#36

In previous posts & podcast episodes, we've talked a lot about minimum viable products, getting businesses off the ground on a shoestring budget and the value of releasing rapidly.

If you follow the advice you find here, you'll soon find yourself with a product or service ready to present to the world and perhaps you even orchestrate a small launch for it.

Now, what if you do all this and get virtually no result? What if no one buys your minimum viable product, no one signs up to your launch list and you get no feedback from the market? Is it time to give up or are there other options?

Discover the answer in today's podcast episode...​

More...

Podcast Audio

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Topics Covered in this Episode

  • ​What kind of issues & problems we see as normal and expected (after a dozen or more launches under our belts).
  • How we made a big mistake when re-launching a very successful product - and how we responded to the negative reaction we got.
  • How to get feedback from the market even if your product launch is not going well at all (discover several techniques we have used in the past).
  • Why the problem you're facing might be THE CURSE OF KNOWLEDGE & what to do about it.
  • The story of our worst product launch ever (you won't believe how badly this went...).
  • Why there is no "one size fits all" solution or correct response to a failed launch. Instead, see the different solutions we've used and learn which ones are best suited for which situations.
  • Listen to the story behind a whole range of launch experiences we've had, from things going catastrophically badly, to launches that went well, but not great and many in between. For insights into our most successful launches, check out this episode and this one.
  • Why we've walked away even from products that had successful launches. Failure is not the only signal that tells you to pivot.
  • The true (and usually misunderstood) benefit of following a "lean" product creation model and creating a minimum viable product. This point will change the way you think about building your business...
  • The difference between changing your plans or quitting the good way vs. the bad, time-wasting way.
  • The one mindset shift (activities vs. results) that will change you from being a "strong starter/non-finisher" to seeing project through.

Podcast Links & Resources

I hope you enjoyed this episode! If you have any questions or thoughts to share, please leave a comment below!

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Shane
 

I'm Shane Melaugh and I'm the guy writing most of the posts on this blog. My goal is to provide you with useful, straight-forward insights on how to grow your business by creating compelling offers, driving traffic and increasing conversions.

Click Here to Leave a Comment Below 12 comments
Christoph Schumacher - August 12, 2015

Hey Shane, simply one of the greatest piece of content I habe ever read about product launches! You give us the possibility to learn from your faults, that’s higly appriciated!

Reply
Justin - August 12, 2015

For some reason itunes only seems to be showing your first 15 podcasts. Not sure why that might be, but you might want to fix it. I certainly want you to. Loving the content you share.

http://screencast.com/t/svh7ojPE

Reply
    Shane - August 26, 2015

    Hi Justin,

    Indeed, it seems there’s something wrong with the iTunes feed. The list you’re seeing isn’t the same one that I get, but I haven’t been able to figure out what’s happening yet. I’ll try to get this fixed.

    Reply
Randal - August 13, 2015

The rapid product development and launch or “fail fast” as some folks name it is a good idea. In the “big picture” of a small business, it seems that there are 2 important and distinct parts, (#1) build the product and (#2) market/sell the product. From my experience, I may know how to build a product but I don’t know how to market it. For other people, it may be the reverse scenario. So the question is; if I already have some ability to build a product, should I NOT build a product but instead learn about marketing of products? Then, and only then, once I have decent marketing skills, I can go through the feasibility process of a quick product build & marketing. Your thought Shane.

Best Regards,
Randal

Reply
    Shane - August 26, 2015

    Hi Randal,

    The best way to learn anything is by doing the real thing. So you should definitely not put off the product creation until you’ve got some other boxes checked. Create the product, launch it and then learn marketing by marketing your business.

    Reply
Tim Lester - August 13, 2015

So just wondering in hindsight Thrive Themes would be a brand you would pick again now knowing the confusion it is causing is sales funnel with plugins and if they are included in membership?

I have seen others make the change and with 301 redirects and good rebranding they say it works. Have you considered and what is holding you back if you think it will increase conversions medium/long term or will it be a disaster?

How to you pick brand names. I can see TT in thrive themes and relates to your conversion goal but might make a great video.

Reply
    Shane - August 26, 2015

    That’s a tough question. “Thrive Themes” is a pretty good name. Certainly the best one I’ve ever come up with. It also follows a certain pattern in the WordPress space, where most businesses that sell multiple themes and plugins and offer a membership are named in this fashion (Elegant Themes, WooThemes, iThemes, InkThemes etc.).

    Arguably, “Thrive” would be a better name, but then that’s not a name that’s really available…

    Reply
Yordi van Dijk - August 19, 2015

Great post Shane,

Some nice takeaways in this post!

Cheers,

Yordi

Reply
Welly Mulia - August 27, 2015

Hi Shane

Nice post as usual. Been trying to contact you via email since last week. When you get a chance, please see my email.

Thanks!
Welly

Reply

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