Growing up, I was often accused of “not caring enough.”
Why?
Because I do not pay any attention to other people’s birthdays.
(including my own)
I discovered at an early age that an overexpectation will always meet an underwhelming result. So… the best way to handle –
Don’t expect anything at all.
I’m sharing this with you because I had a question the other day.
Navishta, a subscriber, asked –
“What do you think about building a really long hype about any product?”
This question has two sides:
Curiosity will ALWAYS increase upfront sales.
Curiosity is like an itch on your back.
Humans cannot resist wanting to scratch that itch.
This means if you can build up so much hype around your product, it will 100% increase your initial sales.
(translate: more people will buy when you open the cart)
But here’s the challenge…
Does your product live up to that hype?
The worst thing you can do is build up too much excitement around your product and fail to deliver. Doing so will ruin your retention forever.
It’s like…
If you’re looking forward to a grand birthday party for two months… imagining what will happen, guessing what surprises your friends will do, and dreaming about what fabulous gifts you’ll get…
THEN
On your birthday:
9 am – Nothing happened
12 pm – Cricket…
2 pm – Zzzz
4 pm – *DING*
You rush to the door, swing open, and it’s just a new card from your bank.
6 pm – “…”
9 pm – Nope
11 pm – You crawl into your bed and cry yourself to sleep
“I hate this world.”
This happened to me, too:
I built up a LOT of excitement around my client’s new product.
Then…
I received this angry complaint:
“Funny offer. Everything is sold out. Do NOT send me any more offers moving forward.”
Granted.
This is not a bad problem to have…
(and I think the product is amazing, so it lived up to the hype)
However, a better way is to build an early bird list to announce the product to the best customers, treating them like VIPs.
And you can tease the rest of your list for missing out because they were NOT on your waitlist. (this builds hype/curiosity for all your future launches)
Talk soon,
– WYH