How to Create Buzz for Something That's "Already Launched"

A student at Build in Public Mastery raised a great question so I thought I'd share my views on that today with you.

"I feel some tension right now. I have a product that I already launched recently. How can I create content around it to drive buzz & growth?"

If you've been thinking about this too, I want you to pat yourself on the back! Because this is such a great question!

I'm going to break it down into 3 parts:

1. I want to talk about the misconception of "launched"
2. I want to talk about why it's bad to consider your product "launched"
3. I want to give you tips on how to talk about a "launched" product

Let's first bring out the most dangerous thing ever — thinking you have only one shot to launch your product.

How many shots do you have?

I surely see a lot of creators building a new thing, launching it, and then moving on to build another new thing. Over time, they have a bunch of things. But worse, they feel like going in circles.

You can launch many, many, many times.

Let me repeat. You can launch multiple times. As many as you want.

The art of it is that you create a new angle each time you launch so that it is still intriguing for the people who didn't get it last time.

And then there's this 2nd dangerous thing ever — changing how you talk because you consider your product "launched".

Your product is never done, done

This is from my observation.

When you think your product is done, you naturally hop into this promotional mode. All you can think of is how to get people into the door, try your product, and, of course, pay.

It magically (in a bad way!) changes how you talk about it!

If you have a large audience, sure. You can do that. You might be able to convert some into customers by just promoting your product.

But if you don't, then turning on a super promo mode is putting you at a disadvantage. This is because your sales are often coming in through interactions and conversations.

If you don't consider your product "launched" or "done", you'll still be listening and talking to people which increases your sales. On the flip side, you shut yourself off from sales.

So let's say I convinced you to never consider a product "launched", how can you talk about it to drive another wave of buzz and growth?

I told you already — by adding a new angle.

3 new angles you can try

Let me give you some examples!

1. New features - say you've written a book, you can consider doing an audiobook or a 1-hr video masterclass. It is a small add-on to what you already have, but now you have a new angle to launch again! This is also why info product creators often release new versions of their products.
2. New pricing - obviously it doesn't have to be pricing, any structural change of your product can do. Maybe you were doing a one-off fee of $500, but now you have a new membership model where people pay $50/mo. You can talk about this new pricing model for weeks to warm people up and then launch.
3. Do something crazy - oh yes. I like this one. To make your marketing stand out, you want to purple cow it! Do something people don't expect! When my daughter was born, I gave away my book for 24h. Last month, Paul made his book free without an end date! Buzzzzz.

There are unlimited angles really.

That's where marketing becomes fun. I know it is hard, that's also why I'm here to share and help.