Stop Manipulating Your Customers With Live Product Launches

When you launch your next product, should you use a live or evergreen product launch strategy?

I asked this question for a long time, and having used both several times, I now have my answer: I hate live product launches!

I know that goes against the grain, as the popularity of live launches continues to grow. I understand why they’re so popular, because I, too, have used a live product launch strategy to sell courses and programs, and they often result in a big payday.

That’s great.

Except there’s a fundamental problem with this. And it’s a problem that gives you short-term success with no long-term gain.

Why you should Illuminate, not manipulate

A live product launch strategy relies on one aspect: scarcity.

  • Countdown timers
  • Limited bonuses
  • Special prices
  • A “three day only” event

I understand the need for scarcity, as most people need an extra push to pull the trigger. The problem isn’t that we use scarcity during a live launch, but rather build everything around it.

Through scarcity, you manipulate your audience to take action when they may or may not be ready.

When it comes to a short-term payday this is great, but if you want to build lasting trust with your audience … not so much. But, it’s trust that’s fundamental to your success in 2018, because more than ever you exist in an over-crowded and highly competitive space.

Manipulation sets you up for short-term success at the expense of your long-term growth. It gives you money today with zero security for tomorrow.

Latest Articles

So, instead of relying on manipulation, consider the art of illuminating your audience’s pain so they buy your product at a time relevant to them.

Related: 4 Great Tips for Planning a (Nearly) Perfect Product Launch Party

The good and bad of a live product launch strategy

None of this is to say there aren’t a lot of benefits to a live product launch strategy. I’ve used them myself many times in the past, and depending on the situation, I may do so in the future.

After all, a live product launch strategy creates:

  • A lot of money right now…