Episode Details

So much effort goes into the launch of a product, but what happens next? How do you handle the calm after the launch? How do you keep selling products on an ongoing basis? These are the questions we tackle in this episode as we get rid of the "post-launch" blues.

Read the article online: How To Sell A Product When There's No Scarcity Factor

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Do you like cold pizza?

Apparently, some people do. They eat pizza, leftover pizza, the next day and they thoroughly enjoy it over breakfast. Some people eat it as a snack, while others may eat it for lunch or dinner. What's the point of this pizza discussion, you may ask? The pizza analogy is to demonstrate that barring some exceptions; pizza is almost always treated as some kind of food.

A similar sort of concept applies to selling a product.

Often, people believe that selling a product is entirely different from a service. Or that selling training, a workshop or course, for example, must somehow be different from selling info-products online. The reality is sales is sales—pretty much like pizza.

There are various situations in play, but by and large, whether you're selling a dump truck, a $20,000 course or a pizza, the principles are remarkably similar. You launch a product or service when it's ready. You get a few, possibly a fair number of sales. And then what?

This article is about the "then what" that occurs right after you've done your launch

And the reason for all that "pizza preamble" is because the example you're about to read about involves a digital information product, namely, The Brain Audit. When we launched

The Brain Audit back in 2002, we had no clue what we were doing. To put things in perspective, Google was just four years old, YouTube didn't exist, and hardly anyone bought anything online, let alone an e-book that was twice the cost of a hardback that you could get in a bookstore.

We launched The Brain Audit, then we waited. And nothing much happened.

A similar concept might apply to whatever you're selling, whether it's a product or service. You'll launch the product and wait, but find that nothing seems to happen. How are you supposed to keep selling the product/service for years on end? Do you create scarcity all the time, or will it get old and tired? Will clients get fed up with your tactics?

This series outlines the things we've done with The Brain Audit, just because it's our most enduring product

However, just to give you a framework so that we're all on the same page, we've sold services too. We've sold consulting, both one on one, as well as group consulting. We've sold seminars and workshops, courses like the info-product course or the Article Writing Course.

And as you'd expect, e-books, videos and audio—both digital and physical, as well as to sell a membership site like 5000bc. In short, while this story is mainly about The Brain Audit, it's really a "pizza story". You can quickly and efficiently apply these steps. And they are steps. They take time, often months and years.

But that's the reason you're reading this article, aren't you? You've created a product or service, and you don't want it to languish on the bottom shelf, do you? You want it to sell on an ongoing basis.

Let's find out how we rolled out The Brain Audit. Let's go all the way back to 2002, shall we?

Stage 1: You've launched the product; now what?

The moment after the launch can often be a thud.

Nothing happens, simply because nothing is supposed to happen. All the clients who intended to buy your product at launch stage bought your product or service. Those who hesitated, stay in the wings and what you're faced with, is an unreasonable amount of not