Why launches matter
New products arrive with no rankings, no reviews, and no habit: the launch is what substitutes momentum for history. Done as a moment, it concentrates attention that a quiet listing would never gather.
What a launch plan covers
- Pre-launchTeasers, waitlist, early access for the list
- SeedingSamples out early so proof exists at release
- Launch windowAnnouncement across owned channels at once
- Follow-throughReviews collected fast, feedback fed back
Questions
How do you get reviews on a brand-new product?
Start before launch: early samples to existing customers, pre-release access for the community, and prompt post-purchase asks from day one. The first dozen reviews carry the whole page.
What makes launches fail?
Skipping the buildup: releasing to silence and then marketing. The audience is assembled before the date; launch day spends attention, it doesn’t create it.