The biggest business myth of the last two decades is, build it and they will come. In reality, when almost anyone or any organization creates something, just a small percentage of their audience tries it first.
As an association with a few greatest hits, we often compare our prior successes with our newest launch’s small showing. “Only 20 people showed up, not even a percent of our membership; it didn’t work”, we say.
People won’t come to your launch just because you are excited about the launch. Most people will try only after someone tells them how wonderful it is.
Word of mouth is slow. It takes time for new benefits, products, and services to succeed. Also, we need time to feel our way into making our new offering good enough that someone would want to spread the word.
If you’ve tried something new and got a good or even hopeful response from a tiny audience, keep at it. Your innovation may just be what your members need; no one told them yet.