also recommends the Evergreen Email Challenge: evergreenemailchallenge.com
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.
The quote above comes from a 49-page report written by a brilliant marketer named Rich Schefren.
Just in case you're not familiar with Rich, one of the things that he is known for is his expertise at launches.
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
There’s a lot of hype around product launches, but they aren’t the best way to consistently grow your business.
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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The problem isn’t whether launches work or not (they do).
The problem is the big drop in sales after your live launch promotion ends.
In the beginning that’s not a big deal - maybe you don’t have a team, and you don’t have payroll.
When sales rush in during your launch it’s proof that you’ve connected with an audience.
You’re on a high of excitement and possibility – as you should be.
But in the weeks and months after the launch you realize you have to answer this question: "What next?"
You make the obvious decision: you repeat what worked.
Which means you do another launch. And then another. And another.
The jaw-dropping 7 figure "pay days" are what's known as a vanity metric... a number that doesn't matter (much).
Here's a more realistic look at the math behind those 7 figure launches:
These numbers were compiled with assistance from:
Medium size launches can be very profitable.
But as you aim for bigger and bigger launches at a certain point you give up profits and you can easily lose money.