Anthony is author of the "The Hyperfocused Entrepreneur". He also has a Youtube channel with 15k+ subscribers, built and exited two 7-figure companies, and manages a $80M real estate portfolio.
Guest Author: Anthony Vicino
I’ve pre-sold over $1,000,000 worth of product…
Here’s the crazy part:
In most cases, I hadn’t even created the product yet.
Here’s 3 lessons I’ve learned about guaranteeing a massively successful product launch:
1. Proving the Concept
I used to spend a lot of time creating products I thought people wanted.
At Escape Climbing, this often meant our team invested months worth of time, energy, and capital creating something we had NO CLUE would actually sell.
More often than not, we were pleasantly surprised and the product sold.
Huzzah! We’re geniuses.
But sometimes the product would absolutely flop.
Booh! Our customers are idiots.
Here’s the frustrating part:
It wasn’t like we weren’t doing our market research.
We always went to the customers before launch to get their feedback…
We’d ask:
Is this something you actually want?
Their answer:
Absolutely!
But we learned a harsh lesson:
There’s a big difference between wanting a thing…
And wanting a thing bad enough that you’ll PAY for the thing.
When push comes to shove, most people won’t put their money where their mouth is…
So, somewhere along the way we tried something a bit different:
We just mocked up the product, slapped together some tasty copy, and created a listing on the website to PRESELL the damn thing.
And wouldn’t ya know it, we figured out really quick which products were worth pursuing and which were worth abandoning in a dumpster out behind the liquor store… before ever wasting our precious time.
2. Don’t Undervalue Your Time
I almost committed a cardinal sin in this launch.
A sin that I always warn my students against.
I offered three pricing tiers of this product.
The top tier involved 1-on-1 time with me…
So I priced it so high I thought nobody would be interested.
I hate coaching 1-on-1.
Thankfully I shared the product with a friend right before launch…
And he saved my bacon.
He told me to double the price of that top tier.
I was skeptical, but took the advice…
And boy am I glad I did…
That top tier still sold out.
Key Lesson:
Don’t undervalue your time.
3. Inspiration is Perishable
That’s a Navalism (and it’s so damn true).
Got an idea?
Take IMMEDIATE massive action.
All of us are guilty of overthinking.
Practically noone is guilty of overexecuting.
It took exactly 1 day from the moment I had the idea for this product to pressing “publish” on the landing page.
Two weeks later we launched the full product (40+ video modules and a LOT of internal tools and resources).
You can overcome so many of your businesses technical weakness with SPEED.
Speed of Decision.
Speed of Execution.
Think less. Do more.
