You defined a key member problem and worked hard to solve that problem. Along the way you vetted the product with members and you are 95% sure you have a winner. You launch it and….. crickets. Nothing. No roar of approval. No orders. No inquiries. Nothing. You secretly hoped for a flood of interest not a trickle of traffic. You and the staff start to get demoralized. What happened?
3 Reasons to give your new product more time
We all hope to have an instant success. We crave validation for all our hard work and thoughtful planning. Most times however new products take a long time to gain traction.
Members just don’t know about it yet
Many times we feel like we are over communicating to members but chances are they still do not know about your new product. There are two things you can do to increase awareness.
1. Cross-promote – email promotions are just one tool. You can also cross-promote at your conference, training and other events. List the new product in your research reports, journal and whatever products are most used by the member audience you are targeting.
2. Try different stories – how many ways can you talk about your member’s problem and this new product (your solution)? Tell the story in different ways aways showing members how this new product will help them. Test different stories to try to find the story that resonates.
Members need social proof
Marketers have been exploring social proof triggers quite a bit in recent years. Take the numbers of repostings you see on the social media badges of most blog posts. When you see one repost you wonder how good the content is. When you see many it may be worth reading. We like to have social proof. Proof that others have used this product or service to solve the same problem that we have.
You can try to speed up the social proof process. Contact a handful of super influential members. Tell them about the new product and offer it to them for free. After they have tried it find out if they are delighted with it. If they are, ask if they would give a testimonial preferably a video testimonial. Maybe they will even tell their friends about it too.
Members will buy when the time is right
You may have launched during the wrong part of the budget cycle. Or the wrong time of year. Or the wrong year. Or promoted to a member who is in the wrong stage of their career. The problem may not be painful enough for your members to do something about it – yet. You may know that members desperately need your product. They may even know they desperately need your product but they will only buy when the time is right for them.
The best you can do is wait it out. Keep messaging consistantly so when the member is ready to find a solution to their problem, your product is top of mind.
If a new product is not yet selling at the levels you forecasted don’t give up. It just may be a product whose time has not yet come.