Something you might not know about me is that I’ve worked behind-the-scenes of dozens of businesses, which means I’ve seen a lot of digital product launches – from huge successes to total flops.
In today’s episode, I’m going to share the top 6 big mistakes I’ve seen when launching a digital product so you can launch YOUR digital product with ease and hit your sales goals.
Here are the top 6 big mistakes when launching a digital product:
1. Not having a plan
Having a date set to launch your digital product is not a plan.
You need to create a pre-launch and launch plan so you:
A) actually have people to launch to
B) aren’t running around jumping from task to task everyday hoping you remember everything you need to do before you launch.
Grab a notebook or your project management system and start mapping out everything you’re going to do during your pre-launch and launch stages.
2. Launching too soon
You can’t just launch your digital product out of the blue and expect people to buy.
Your pre-launch phase should be at least 6 weeks where you’re educating your audience on your product topic, establishing yourself as an expert and gaining their trust.
Strategically planning out the weeks leading up to your launch is just as important as your actual launch.
3. Focusing too much on the features
There are 2 types of things you need to tell people about your digital product: the features and the benefits.
The features are what they actually get, like 6 modules, a workbook, a masterclass, live calls etc. But the benefits are what they’re really going to buy.
The benefits are the transformation your product is going to give your customer.
The benefits of your product might be that they’ll:
→ feel their stress melt away because they’ll have their entire business organized in a project management system
→ or they’ll finally be able to book that dream vacation they’ve been trying to fit in their schedule because they’ll have the reassurance that their business is running smoothly while they’re away.
Yes, people want to know the features, but people buy the BENEFITS.
4. Not talking about your product enough
I get it, you don’t want to be annoying. So you mention your brand new product on one of your Instagram stories, don’t see an immediate sale, assume it’s the worst thing in the world and never mention it again.
Fun fact, people normally have to see or hear about your offer at least 7 times before they buy it. SEVEN.
Which means you need to be telling your audience about your offer at least 7 times during your launch – and I know you’re an overachiever so I’m willing to bet you can do more 😉
You want to make sure everyone out there knows what your product is and how it can help them.
5. Not having any urgency factors
If you just launch your product and say “here it is, it’s $200 go buy it whenever you want”, that’s not urging people to buy. You want to include urgency factors so that your audience wants to take action now.
Whether it’s a price increase on a certain date or that the doors will close and they won’t be able to buy it anymore, include some type of urgency factor.
This encourages people to take action now versus saying they might check it out later and totally forgetting.
6. Not acting confident in your offer
This is a big one. I see people all the time on social media or in their email say “I created this course, I think you might like this” or “I just launched this program you might learn a lot from it” or “I just put up the sales page for my new program, check it out if you have time today and see if it’s the right fit for you”.
That’s not making me (or anyone else) want to jump out of my seat, click over to your sales page and pull out my credit card.
BUT if someone says “OMG I just launched this incredible thing that’s going to change your life and help you x, y, z, you need to go check it out right now”, then you bet your booty I’m clicking to check out their product!
If you aren’t excited about your product, no one else is going to be either. It’s crucial that you show up confidently, even if you’re nervous, and talk about your offer like it’s the most amazing thing on the planet because I know you didn’t create a mediocre product. You created something amazing and you need to let everyone know it.
Whew, I’m so glad I got to share those mistakes with you so you don’t have to go through the pain of wondering why TF your digital product launch flopped!
The really awesome thing is, these mistakes are really easy to avoid and now that you know what they are, you can avoid them at all costs.
Now you’re ready to launch your awesome offer!