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The Do's & Don'ts of Launching a New Product

Launching a product successfully means introducing the solution your customers need at the moment they're ready to purchase it. But in a world saturated with new products and services, and a seemingly infinite number of campaigns promoting them, standing out from the crowd is increasingly tricky. Creating a plan of attack to get your product into interested hands it a vital part of the process. Here are a few tips for planning a product launch that will have an impact in your industry space:


Don’t jump the gun: Releasing a flawed product or a product that hasn’t been can be worse than not releasing anything at all. Allowing eagerness to get the better of your marketing strategy is a waste of the time and effort you’ve poured into developing your product.

Do time your launch for maximum impact: Keep an eye out for conferences, trends, and current events in your industry that might provide a useful “launch pad” for your product. When customers are already talking about your industry space, it’s easier to introduce a new product to the conversation.


Don’t create unrealistic expectations for your customers: Announcing features or release timelines before they’re set in stone can set potential buyers up for disappointment, even if doing so drums up interest in the short term. It’s better to have customers surprised by how great the product/service is than disappointed in its lack of features.

Do communicate clearly about what the product can (and can’t) do: Have confidence in your creation by clearly identifying its strengths and unique features, without misleading hype or product descriptions. If your product is sound, customers will appreciate it without the added fluff.


Don’t forget your loyal customers: Customers who have purchased your products or services in the past are always a good place to start when seeking buyers for a new product. If you neglect their loyalty, you might miss some of your most viable sales opportunities. Whether you reward them financially (through promotional codes or discounts), or with a sense of mutual loyalty (in the form of insider information or pre-order options), customers will remember your company long after the product launch phase is over.

Do keep customer satisfaction at the forefront: Between product glitches and user error, launching a product means being prepared for issues in the first few days and weeks. Keeping new customers satisfied through efficient, well-staffed customer service processes will help convert them into loyal, returning customers.


Don’t harbor unrealistic expectations yourself: Everybody wants their product to be The Next Big Thing, but it’s important to set measurable, attainable goals for yourself, in terms of sales numbers, customer satisfaction rates, critical feedback, and any other feedback metrics you consider important.

Do focus on the positives: Creating a new product is a long, taxing journey, and by the time it’s ready to launch, you might be (more than) ready to move on to new challenges. But to avoid burnout, take the time to appreciate what you’ve accomplished before moving on to the next phase. There will always be things you could improve or tweak, but if you’ve made it to launch day, that’s an accomplishment worth celebrating.