The 4-audience approach to Launching a new product or service! - The Social Momentum Experiment

This week on the Loyalty Loop, I'll introduce you to a new launch method. One that builds consistent growth in interest instead of feeding our addiction to those campaign spikes. It's a strategy I'm trying with my latest book launch.
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Nineteen years ago, when Elizabeth and I ordered our wedding bands, we chose a secret message to inscribe in our rings.

They're tiny reminders to each other. Elizabeth's ring says, "Smile." (Because her laughter brings me so much joy.)

My ring?

Well, its tiny reminder says something you should consider embracing when launching any new product or service.

You see, marketers are addicts.

We're addicted to the spikes in our analytics. Launch a new product, execute a massive week-long campaign and bask in the glory of the spike in interest we've created.

We screenshot our web analytics, calculate our reach, celebrate our success and break out the party balloons.

A week later, interest has waned. Those initial sales have plummetted. We've spent every dollar and called in every favor. Suddenly, we find ourselves craving a new high.

So, we craft a new campaign. And the cycle begins again.

Maybe there's a better way?

So, this week on the Loyalty Loop, I'll introduce you to a new launch method. One that builds consistent growth in interest instead of feeding our addiction to those campaign spikes. It's a strategy I'm trying with my latest book launch.

But I'm finding it especially difficult not because it's hard to execute.

It's so tricky because it requires us to tame our spike addiction.

So, every time I wish I saw a massive spike in our sales and interest, I pull off my ring and read it.

My ring says, "Patience."

Are you ready to build marketing momentum?


● About Andrew Davis ●
Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.

Recognized as one of the industry's "Jaw-Dropping Marketing Speakers," Andrew is a mainstay on global marketing influencer lists. Wherever he goes, Andrew Davis puts his infectious enthusiasm and magnetic speaking style to good use teaching business leaders how to grow their businesses, transform their cities, and leave their legacy.

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