For the last couple of years huge product launches have been the order of the day. Everyone seems to want to have a huge one day home run launch that sets a new record. Now, don’t get me wrong, I am a fan of folks like Jeff Walker and Frank Kern, I like what they do and they do it well. The problem is with the people who try to emulate them and miss the point entirely.

The point of a product launch is to make the launch into an event while attracting hoardes of eager prospects and convert them into happy buyers.

You can understand why someone might focus on the exciting and fun “event” and anticipation aspect and kind of overlook the rest.

The problem is, if all you create is the frantic buying frenzy and do not foster the required environment for a happy customer, that customer is going to feel tremendous buyers remorse when the excitement diminishes.

Releasing the product is only part of your job, you need to help them feel happy with their purchase and get all the value out of it that they are entitled to.

To do this you need to engage the prospects and customers in conversation, make sure you address their real needs and challenges, and also ensure that they actually use your product and that it solves their problems.

Think of it like Hollywood blockbusters. How many times do you see stellar first day ticket sales then a huge drop off the next day? That is hype followed by negative word of mouth.

On the other hand you also see tepid first day sales, that then start to snowball into a longer term success as more people hear about this great new movie that everyone is talking about.

Which would you rather model?

By all means, do a big launch and gain all the attraction, attention and profile benefits, just do not overlook the standard business side of offering the best value and customer service that you can manage.