How to Win in a Crowded Market

After every launch, my team and I do a thorough debrief. We don’t just debrief my launches, but the launches of members in my community. One year, we debriefed 211 launches. And we found some pretty fascinating trends and lessons that are shaping what’s actually working in today’s market. 

Instead of playing the prediction game, I’m all about staying in tune with what’s working right now.  That’s where the real insights come from – paying attention and adapting as things change.

What Changed in the Online Business World?

Over the last few years, things have really shifted. The 2020 lockdowns split the business world into a “before” and “after.” Online businesses took off like crazy. If you were running an online business, 2020 and 2021 were likely some of the best years you’ve had.

But starting in 2022 and into 2023, things started to get tougher. As more people caught on to the potential of online businesses, we saw a flood of competition. Suddenly, almost every market became more crowded. On top of that, AI tools made it easier to create content, and we got hit with a tidal wave of it.

Now everyone’s fighting for the same attention.

Cutting Through the Noise

With so much competition and so much content out there, grabbing and holding attention has become harder than ever. People want what they want – when they want it, and how they want it.

And their patience? It’s thinner than ever.

So, the real question is: How do you stand out when there’s so much noise?

The answer is simple: your marketing strategy has to get sharper, more focused, and more effective.

Building Desire Before Your Launch

One of the core principles central to my Product Launch Formula is creating “desire before availability”. The idea is to get your audience excited about your product before they can buy it. 

You don’t want to wait until launch day to start the conversation – by then, it’s too late. 

Instead, you want to build anticipation and excitement early on, so people are ready and waiting when you finally open the doors.

Give Value, But Don’t Give It All Away

Another important piece is “value before reveal”. You want to give your audience real value in the lead-up to your launch, but here’s the thing: you don’t have to give away the entire farm.

A common mistake people make is over-teaching during their Prelaunch. Teaching is fantastic, but it has to be about opening up the opportunity your product provides – how it can help them have a better life.

The key is to show them the transformation your product can create, without giving away everything.

Your marketing should tell the story of your audience’s future success with your product. That’s what really moves people – it’s about painting a picture of the transformation they can achieve and getting them excited about what’s possible.

Deepening the Relationship

As your audience moves through your marketing, your goal should be to deepen the relationship. It’s not just about selling a product – it’s about building a connection.

You want to increase the level of intimacy and trust as they get closer to the moment when they’re ready to buy. Every step of the way, you’re building a stronger connection and guiding them toward that next step.

When we were debriefing those 211 launches, we spent a lot of time talking about these principles. We brought in some of my full-time coaches, and we dug into real businesses, real launches, and real challenges. It was hands-on and in-the-trenches, and the energy was through the roof.

There’s No Finish Line in Business

After all these years in business, here’s something I know for sure – there’s no finish line. You don’t “arrive.” Whether it’s in business or in life, you’re always growing, always learning, and always pushing yourself to do better.

Even after almost 30 years in this industry, I’m still getting up early and doing the work. It’s not about the money anymore – although, let’s be real, more money means more impact. But for me, it’s about the challenge of continuing to grow, to serve my audience, and to make a difference.

So, when you’re looking at your own business, remember that it’s not about hitting some magic finish line. It’s about showing up, doing the work, and getting better every day.

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