Product Launch Fatigue? Or Networking Fatigue?
4 Jun
Dave recently wrote an awesome post about his recent launch and provided commentary about his launch fatigue experience. Now, as his OMG, I got a behind the scenes view of this launch. Many people come to me when they want to make purchasing decisions. I'm in a unique position where I get to see things from all sides.
It's not launch fatigue. It's networking fatigue.
Most of the people that are commenting about launch fatigue are in the Ittybiz crowd. Basically, Naomi is an A-Lister. She may not admit but, she sure as heck is. It may take a while for the industry to accept it but she creates careers. She created Johnny and she created Dave. Most of commentary on this has come from people within this crowd.
There are many smaller groups that are part of the Ittybiz group. The new leaders, like Johnny and Dave, have been teaching many of us how to achieve similar success. This isn't necessarily through paid products – many of us learn just from watching.
Whenever someone releases a product or wants to advance their career, they tap the same blogs to guest post on. When they include interviews in an audio product, they ask the same people.
I'm a member of More Buyers Every Month. Most of us spent a couple of months building up our blog and are now in the process of launching stuff.
- Melinda was building up prelaunch buzz to her list.
- Catherine launched her Awesome Fear Wrangling product
- I launched my own product and chose an anti marketing strategy because I was suffering from buyers paralysis myself and didn't want to provide my friends with yet another choice
It's not the make money online niche that's saturated – it's the particular crowd we are in. We are all trying to sell to each other and it's just not working.
How do you change this?
Encourage your tribe to do the networking for you.
Yeah, I recently read Seth Godin. One of the things that he spoke about was to encourage your fans to do the networking for you.
Very few people are giving the audience the tools to do this. Free content isn't enough for your message to spread. You need to provide your readers with a compelling story and give your audience a reason to share it.
One of my favourite methods is the badges of love concept I stole borrowed from Danielle Laporte. I accidentally encouraged this technique when I did the 30 Bloggers To Watch post. I did that to highlight awesome people. Many people were so proud of their position on the list that they created their own badges linking back to that post. They were able to provide social proof, which allowed people to trust him more, and link to a post which contained other awesome people.
That post helped those within the Problogger tribe - arguably the largest tribe in this niche - connect with each other. It was amazing to watch. Could you provide your fans/followers with the tools to connect with each other without your involvement?
Reach out to other networks.
I'm a connector/maven. I don't limit myself to one particular crowd. I hang out with different types of web entrepreneurs and try to connect peeps from different crowds. And honestly? This has been the main reason I'm now making a decent income.
Most people don't have the time to do this. I spend a lot of time on Twitter, Skype and in my inbox just listening to what's going on. I'd argue this is close to 20 hours, unpaid, each week. It means though that I'm in a very unique position.
So are you. If you are reading this, you're probably friends with me. If you want ideas on how to reach to new audiences, just email me or comment. Or, if you want any tips on how to do this, just ask.
What do you want to know?
It's Saturday morning here. I'll be working this morning - ironically, on helping other people network - so I can take time off during the week. I have many, many more thoughts on this issue but decided it would be better to leave the topic open for discussion.
What are your experiences with networking fatigue? Is there anything you wish would change?
If you want the kick arse information that I don’t provide elsewhere, sign up for my Blog Networking Tip newsletter. You’ll get the secrets I don’t share on the blog plus exclusive resources and recommendations. It's kinda awesome.
I've been wondering about this for a while now. It seems like everybody's buzzing around this very small area pitching each other and ignoring the rest of the web.
One thing I wish would change is the assumption that I'm made of money. The whole sign-up-now-because-the-price-goes-WAY-up-tomorrow thing makes me feel like a piece of meat, frankly. It really bugs me because I only get paid once a month. I have to plan ahead, and very carefully. A lot of others are like me: people with limited means trying to learn how to do this without breaking the bank. I hope we'll remember what this feels like when we are pitching our own products.
Stupid question: how does one start expanding their network?
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I know how you feel. It really annoyed me too. I've been fortunate in the past year in that I've created a brand around reviewing products and people have sent me a lot of stuff.
I used to struggle financially though. That's what I'm going to just stick with the advance discount list and low key launch model. That's what resonates with me.
Frankly, I hang around in a lot of different circles. It's very hard for me to describe how I expand my network. Basically, through my own blog, I try to identify and highlight people that aren't normally found in my circles. I guess people should find others like that in their niche - those that seem to be the filters for related ones.
If you could talk specifically about struggles, I'd be able to provide a better response. I struggled so hard writing that networking course because what I do is natural and trying to describe it as a process is really difficult.
Sadly, a lot of people do remember what its like being broke but, er, broke people aren't what makes you awesome money. It sucks, but its the truth. I had to hustle so hard to get people to take me seriously.
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To me this "launch fatigue" is really more "everyone is trying to wrap the same thing in a different USP". There are a variety of products being launched but they all ultimately put a different spin on "I'll teach you to be successful".
The buyer who is looking for that help becoming successful now has too many choices, not as good a problem to have as some might think. Its hard to look at all these great products and teachers and make a decision. Even harder when all the people we look to for advice are endorsing them all equally.
Here is my hit prediction. We're going to see more "point solution" products coming back out of these programs so that people can choose what they want from the buffet without buying 4 different monthly memberships at the same time.
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Very true. Nobody can make a good living selling to broke people, and I didn't mean that anyone should lower their prices just so I can afford it. But last month I really felt like a piggy bank that was being passed around and shaken upside-down to get the last penny out.
I'd just like a little more respect. Drastically raising prices just to squeeze out the last dime feels disrespectful to me. So does pitching a much more expensive product immediately after someone buys a less pricey one. It's like you're paying for the privilege of being pitched to.
As for expanding networks, sorry that was so vague, and I know the answer: go looking for people with other interests and start talking to them. And listening. Not hard.
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Paul - you provided the best summary I've seen. I buy or get review copies of most products on the market and I'm overwhelmed.
I was one of the first to create a product on guest posting and I know of two others who are creating products. There is way too much choice on everything.
Could you expand on what you mean about point solution products? I'm in about 4 membership programs that provide the same information - I'm in it for the networking opportunities and review benefits, but its an annoying expense.
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I know a lot of the launchers. They aren't trying to squeeze out the last dime but due to the saturation, it can feel like it.
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Well, at 64 I think I'm finally growing up.
You're right, and I know they're good people. It just felt that way to me, and I think it probably felt that way to a lot of other people too. It's important for launchers to know this. I figure some of them read your blog and might want to know how it feels on the other side.
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4 memberships, exactly the problem. Its fine when there in overlap but there usually is, and nobody gives you a discount just because you already own another product.
I was in one program that taught me more about keyword research and domain name selection than any other program I've been in. But it taught me nothing about email marketing. Those are point solutions.
Doesn't solve the problem for the buyer who has little existing experience and needs a much broader product though.
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"there in overlap" = "there is no overlap"
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Jade, we've talked privately about this very recently and it seems that the zeitgeist is now upon us. And Paul makes an excellent point too - that the actual content is very similar and/or overlaps to a huge extent...
And I'm also intrigued to hear you admit that you freely buy into something for the networking opportunities too - which is really refreshing to hear, as is this my biggest trigger when I consider jumping onboard many offerings out there...because as Paul precisely points out - there's so much repetition.
Lee Stranahan made an excellent point on Dave and Charlie's blogs that I think relates quite well to you Jade, in that he actively straddles another niche - filmmaking - which expands his network (and his perspective) immensely. You make an effort to reach out too - and my operatic side does a pretty good job of reminding me there are other tribes out there to connect with who have no idea who Naomi is.
So it seems to me that we should be actively seeking collaborations and product JVs with people outside of this tight-knit tribe - but equally I would suggest getting more inventive with the launch process itself. Surely we can take the "rules" of persuasion and get creative? At least, this is what I would like to see happen more - and I hope to do this myself during my own product launch process.
LaVonne - I love your attitude and you know how much I dig your approach to things - but I especially loved your piggy-bank metaphor
. It has always seemed very cynical (as a marketing aware person) to create what is always, ALWAYS artificial scarcity by using price as a trigger. (Especially with a digital product - there's no inventory for crying out loud - but if it's a membership site I can understand - but again, that's not price that's scare, it's numbers admitted, yes?) I'm not saying it doesn't work, but I am saying that it always makes me miserable when I see it being used.
(Anyone who is on Jeff Walker's list will be laughing at the "fake server crash" thing going on there with his launch...)
But really, isn't it great that this conversation is actually being had? But I can't help but wonder whether Naomi is laughing at us all...
Let's just stop guru-ising the same bunch of people (no matter how awesome they are) and start spreading our ears around. It will only make our work far more interesting.
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I agree with you here LaVonne.
I can't tell you how many times in the past month I felt like purchasing something that was being launched and I ended up with .... nothing.
Seems pretty silly to be so indecisive that I couldn't choose a product. There was SO much being launched. Combine that with being tight with money because not a lot is coming in at the moment doesn't help.
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Thanh -
I'm in a position where I get a lot of review copies. yet, even I'm indecisive
There is so much being launched that in a lot of cases I'm just not reviewing stuff because it's hard to pick which product to go first. I'm reviewing teeny tiny affordable products that have low key marketing strategies because thats what is resonating with me.
And seriously, over the past year i've lived in a flat by myself on 1k a month. I understand juggling around launch time. I just ignore it, but it doesn't stop the thoughts of being used or being a statistic sometimes.
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I sure hope people do. The thing is, like, I've been dirt poor over the past 5 or so years. I pretty much spent all I earned on more products because I knew it would pay off. As such, I'm immune to this fatigue somewhat but hey, I'm suffering reviewers fatigue.
So many people are doing stuff and shoving stuff in my face and asking for favours. Now, that sounds worse than it is. In most cases, I request a copy or they ask if I'm interested and if I can work with them. However there has been so much stuff go on at once there hasn't been that much I can do on a connection level. I cbf reviewing anything with audio right now because its too time intensive. I'm making an exception for Catherines thing coz she rocks
I've listened to half of QTR but... i dont have the time.
Erg now i'm feeling tired hehe.
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I'm weird in that everyones a guru. I'll chat to lots of people on skype now and just see how things are going. I'll treat a random the same as a big gun. That's really helped me find awesome people.
I totally agree about you, me and Lee straddling other niches. I mean, I'm hooked with musicians, hikers, travel bloggers - I sorta know people from everywhere. So, when someone needs help I can go 'yeah, talk to this person'. And the fact that I'm straddling other niches? Does so much for reputation and trust.
I have seen other scarcity tactics used fairly though, such as a time limited launch. Everett bogue did this with his minimalist business product and that was very tasteful.
i gotta crash soon dudette but would love to continue this convo later
P.S I would paypal you monies if you could sing 'poor wandering one' from pirates of penzance. 
Ta
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Well said Jade, and damn you, I was going to write a really similar post for this week! LOL.
People need to look beyond the obvious JV's and affiliates here. Ittybiz/Dave Navarro/Copyblogger/Men with Pens/Johnny Truant/Sonia Simone are such an incestuous little community, if you're on one list you tend to be on all of them. Hence when there's a launch from anyone in their communities it tends to be pushed by all or most of them. (Note: I really love all these guys and think they're great. I'm not criticising their work at all)
It's a big wide world out there, with a lot more people than those in this circle. I've got the full launch for my Two Hour Business Plan coming up in a few weeks and I'll be very careful who I approach to promote it. With no price increases or closing dates to increase scarcity either....
I'm happy this issue came out when it did, it's forced me to really think about my launch strategy and take a very serious look at what I'm doing and how I can improve it.
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Some seem to, perhaps unintentionally, 'diss' the Biggies: Copyblogger, Problog, etc.
yet they continue to DELIVER, at an almost frighteningly high level, that sometimes
might make you feel like, 'check it out or fall behind' and so become a little narrow or
insular.....and ignore NEW people who you KNOW are Rockin' it just a virtual hair away.
And Naomi? I'd fear for someone who DIDN'T find her.
Yet perhaps swearing off the' GIANTS'
for a little while now and then would help.
It's not easily solved, REDUNDANCY FATIGUE syndrome. But what better way, but than to
break open the subject, among bright, fair people?
thanks Jade Dale
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Hi Dale.
For me, the problem is that the giants release so much good stuff that it's hard to find the money/time for the people they've taught. I know if I buy something from Dave or Naomi, I'll spend ages going through the material.
My concern is that people are networking heavily in the same tribe and sorta making it feel crowded. I'm in other groups so I didn't really notice a change in the amount of launches as I always get a lot of pitches/buy a lot of products.
I've stopped buying Naomi's products for a bit so I can focus on a lot of the smaller products. It makes it easier and I know Naomi's stuff will be there when I'm ready.
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It is incestuous. I remember talking to an A-lister once and he was saying that you feel a certain obligation to push a friends product as an affiliate because they pushed yours. I really love Kelly Kingmans launch. She sorta recruited from two forums that she was a member of and had a very low key launch. She rocked it and got a lot of coverage.
I've watched others and am seriously considering having no launch as such. It will probably be bad for me but I dunno.
I'm sorta just as confused as most people.
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I'd say each membership is worth it. Third tribe, more buyers every month, david risleys one, sonia simones one. Each presents different networking and learning opportunities. However, I'm in a fortunate position to be able to do this.
(don't get me started on twitter products. I've reviewed so many and they all sound the same after the 3rd.)
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No question at all that the programs are great value. The buyer has a problem though. They get one shot at buying the one that best fits them. If they miss, or it covers maybe 90% of what they think they need, they start to second guess themselves and wonder if they should by *that other one* too.
Now they've got new problems. The cost of both memberships combined might be too much, and put financial pressure on them. Or the time commitment for two programs might be too much, and distract them from actually taking action. Worse, either of those or both at once adds buyer's guilt to the mix, which nobody likes to feel.
None of that should stop people launching great products and programs, and helping each other out with cross promotion and stuff. Maybe what it should be doing though is encouraging them to work towards a point where they can break out components of their product into high targetted products that fill that missing 5-10% for someone who bought a different program than theirs.
I think we'll see more of that, or at least I hope so.
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Hi Jade--
Network Fatiguer in the house!! I recently started my blog, and despite 10 years experience as a psychotherapist, I feel like I'm beginning anew.
Not that I don't expect to pay my dues--life is very hierarchical (in my himble opinion), but sometimes all the social media info/rules/manifestos/ make me feel like Linda Blair on crack...
I like the idea of belonging to different tribes, and will add to my To Do list.
Thanks and I appreciate reading more of your posts.
Linda
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I can totally understand the fatigue in general. Whether you call it launch, product, offer, strategy, whatever. There's just a lot a folks releasing stuff at once. They're all smart folks that saw needs that they could fill. Can't blame them for that.
I've spent quite a bit of time in a lot of courses myself. With the exception of a couple, all were fantastic in their own right. All would do exactly what they said they'd do (if the proper amount of work was applied.)
The fact is, we (the consumer & product user) have to keep focus. Yes, all these new shiny courses look great, but there's probably only one maybe two that really fit "you" and your style.
I love all the above mentioned folks and read them on a weekly basis, but I also know which one I get the most out of regularly. That's the person who's course I'm going to choose. I'll keep my eyes on all the others and see how the pan out. If it truly is a great thing, it'll be back and maybe then I'll be ready to focus on it.
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This is old news by now (OMG, days have passed!), but I still find it hilarious how many blog posts it spawned. Launch fatigue! We hate launches! But you are completely right on with your post, as were a small percentage of people in other parts of this discussion across the web. It's the network, not the launches. If people opened their eyes they would realize there is a whole big internet out there full of people that might want to buy the products/knowledge everyone in this tiny group is trying to sell (basically it seems to be how to make money online, even though they dress it up in prettier packages). I'm not knocking the niche or what everyone is trying to sell... it's all valid stuff. I even sell an ebook that would fit in. But for me, I sell how to blog knowledge on a blog that has nothing to do with blogging. It's just a blog that connects with a lot of people in a different network, which means I never have to hear about launch fatigue there. Just happiness that I'm offering something that will help them out.
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