Eradicating “Soft Launches”
Why we must go hard or not at all in today’s rapid media landscape.
As creators, we utilize momentum to drive us forward. Our adrenaline spikes throughout the process of creation. We are connected with the forces within us which guide our generation of new ideas, thoughts, products and services.
Often as we get closer to completing our various creations/projects, we get more energized. How exciting it is for the world to soon be able to see what we have been carrying and laboring over for oh so long!
Many of us have created self-imposed launch dates. Inevitably though, something happens which prevents us from being able to fully complete our respective projects on time. Our newfound obstacles preclude us from meeting our set launch date. This haunts us, yet most of us valiantly march on. Which we could make the argument that we should. BUT, for most of us, instead of launching with a fully baked product/service, we soft launch. Often we shift to calling it “beta” test — knowing full well that this was never the initial intention. Or we call it a soft launch.
Ahem..today, I would like you to strongly consider removing the term “soft launch” from your marketing vocabulary. Here’s why.
In today’s day and age, news spreads faster than ever before. The virality of social media disseminates information at lightning speed ill-equipping creators to retract and to perform do-overs. Once the cat is out of the bag…baby it’s out.
So after the “soft” launch, when you follow-up with the “official” launch, you risk marketplace confusion and people thinking that it’s old news. Now, two versions (or more) of your product exist. ALL because you were dying to get the word out and deliver against a self-imposed deadline.
Also, with the myriad choices for content consumption, people truly have limited time and attention to see the same thing twice…especially if it’s a nuanced modification.
Here’s something I want you to know. In most cases, no one knew of your initial date. It was something you needed to deliver upon for yourself. You have been carrying this new baby inside of you and want the world to see it, and NOW. So, you extending the date means absolutely nothing to anyone else other than your spirit which wanted to get it out there.
Takeaway — TAKE YOUR TIME! The world will be ready to receive your offering when it is time.
Ponder on this for your next project, and do what is needed to set realistic benchmarks and delivery dates.
NOTE: This blog post does not apply if your initial launch planning included actually schedule “beta” testing. In that case, you are ahead of the game.
Inspired by Otip! #13 in my book 51 brand marketing tips for creators.
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led mktg at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
