The #1 Mistake That Kills 95% of Product Launches (and How to Avoid It)

Launching a product is thrilling, but without the right preparation, most fail to gain traction and eventually fail. In this special audiobook edition of the Perfect Launch System, Jon LaClare shares insights from Chapter 15 of the Perfect Launch System: What Not To Do: a crash course on avoiding costly pitfalls that sink 95% of new products.

From weak messaging to poor pricing strategies, lack of demand validation to underfunded marketing, he reveals common problems to watch out for when launching or scaling. We also examine real-world case studies, such as Pony Up Daddy and Zero Picks, that demonstrate how strategically planning against these issues and utilizing smart research, bold positioning, and creative marketing can transform ordinary ideas into long-term success stories.

In today’s episode of the Harvest Growth Podcast, you’ll discover: 

• Why validating demand is more important than production speed.
• How to develop a compelling USP that actually resonates with customers.
• How to evaluate and choose the right pricing strategies.
• The danger of spreading too thin across every marketing channel.
• And much more!

Don’t launch blind: listen to this chapter before you invest heavily in production or marketing.

Want the complete roadmap to launching and scaling your products? Visit www.perfectlaunch.com now to get your free digital copy of the Perfect Launch System book.

To be a guest on our next podcast, contact us today! 

Transcript

Jon LaClare [00:00:00]:
Welcome back to this special audiobook edition of the Perfect Launch System here on the Harvest Growth Podcast. In each episode, we're sharing a full chapter to help you launch smarter and grow faster. Today's episode, Chapter 15, covers one of the most valuable lessons of all. What not to do. We've seen hundreds of product launches and in this chapter I share the most common mistakes entrepreneurs make and how to avoid them. From pricing missteps to weak messaging to poor testing strategies, this is your crash course in risk reduction before you launch or scale. Listen to this. Here's chapter 15 of the Perfect Launch System.

Announcer [00:00:35]:
Are you looking for new ways to make your sales grow? You've tried other podcasts, but they don't seem to know Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now here's the host of the Harvest growth podcast, Jon LaClare.

Jon LaClare [00:00:55]:
Launching a new product is an exciting yet challenging endeavor. Many businesses fail not because their products lack potential, but because they fall into common pitfalls that could have been avoided with the right strategy. In this chapter, we will explore some of the most prevalent mistakes in product launches and how to navigate around them effectively. One of the most frequent and costly mistakes in launching a product is failing to validate demand before investing in production and marketing. Many businesses operate under the assumption that their idea is groundbreaking, but without proper market research, they risk a product that nobody wants. Before spending money on inventory and advertising, it's crucial to confirm that there is demand for your product. Here's how. Conduct surveys and focus groups to gather insights about potential customers. Analyze industry reports and competitor data to assess the market size and trends. Use pre orders or crowdfunding to test demand before committing to full scale production. Run small scale test campaigns to gauge interest and identify potential audience segments. Study customer feedback and online discussions to understand pain points and preferences. Failure to understand the target audience's pain points is another common issue. Market research should go beyond just confirming demand. It should provide a deep understanding of what customers want, asking specific questions such as what problem does this product solve for you? What do you currently use as an alternative? What would make you switch to this new product? What concerns or objections do you have about products like this? It can yield invaluable insights that would help shape product positioning and messaging. Too often, businesses make big strategic decisions based on gut feelings rather than data. While intuition has its place, analyzing actual market feedback and campaign performance data leads to better informed decisions. Continuously tracking key metrics such as click through rates, conversion rates and Cost per acquisition allows for quick optimization, reducing costs and improving profitability. The iterative process of adjusting strategy based on measurable outcomes is crucial for long term success. The Solution Conduct thorough market research, confirm demand with test campaigns and gather customer feedback before full scale launch. A strong USP differentiates a product from its competitors and gives customers a clear reason to choose it over others. Many businesses struggle because they fail to effectively communicate what makes their product uniquely valuable. One major mistake is launching without a solid understanding of competitor positioning. Businesses should extensively analyze competitor messaging on packaging, websites and advertisements to identify gaps and opportunities. By doing this, brands can highlight areas where they offer something superior. Avoid generic positioning Positioning a product as simply a better version of an existing one is often not compelling enough. Instead, companies should emphasize what makes their product uniquely valuable. Comparative advertising is an effective tool, especially when customers are already comparing products. Understanding how consumers perceive competition is key to crafting compelling messaging. It's not enough to have a strong usp, it must be communicated clearly across all marketing channels from packaging to advertisements to website copy. This includes using concise, benefit driven language that instantly conveys value. Ensuring consistency across all touchpoints so the message remains reinforced. Leveraging customer testimonials and case studies to validate claims. Demonstrating value visually through infographics, before and after scenarios or comparison charts. The solution Develop a compelling USP that clearly communicates why customers should choose your product over others. Pricing is more than just setting a number. It directly impacts perceived value, market positioning and profitability. Some common pricing, overpricing or underpricing without considering perceived value. While market research helps establish a baseline, pricing should also be continuously tested to determine what maximizes revenue and profitability. Ignoring competitor pricing and customer expectations, customers compare prices and even if a company believes its product is worth more, it must justify the higher price through messaging and brand positioning. Pricing strategies for success A B Testing different price points to see what resonates best with consumers. Also using price anchoring where a higher priced option makes a mid tier option seem more appealing. Value based pricing to align price with the perceived benefits a product delivers rather than just cost based calculations. Bundling strategies where multiple products are packaged together to increase perceived value and and average order. Value Tiered pricing options allowing customers to choose based on their budget and perceived needs. The solution Use price anchoring, test different price points and consider value based pricing. Some businesses attempt to launch without a detailed marketing plan, timeline or customer acquisition strategy. This often leads to a disorganized execution, wasted budget, missed opportunities. Another mistake is trying to be present on every marketing platform instead of focusing on the most effective ones. A focused approach Starting with channels that provide the fastest learning and quickest profitability Ensure resources are used efficiently. Once a business establishes a profitable channel and optimizes its messaging and audience targeting, it can expand to additional platforms. Once a marketing plan is developed, execution should include defining key performance indicators or KPIs to measure success, continuously monitoring campaign performance and making data driven adjustments Creating automated marketing funnels that nurture potential customers over time Implementing retargeting strategies to re engage visitors who don't convert and the solution Develop a structured launch plan with specific marketing channels, messaging and KPIs some businesses believe that a great product will sell itself. Unfortunately, this is rarely the case. A common pitfall is failing to allocate sufficient funds for advertising. Many entrepreneurs spend heavily on product development and inventory, but leave little to no budget for marketing. This often results in products sitting in warehouses with no way to reach potential buyers. Customers can't buy what they don't know exists. Businesses must invest in paid advertising like social media, Google Ads, et cetera, influencer marketing, organic content marketing, partnerships and collaborations that enhance credibility and reach and PR campaigns that generate press coverage and third party endorsements. The solution? Allocate a realistic budget for pre launch launch and post launch marketing efforts. Even with a great product and marketing budget, ineffective messaging can derail a launch. Using overly technical language can alienate customers. Instead, businesses should simplify messaging and ensure that product benefits are clear. Testing messaging with friends, family or even AI tools can help ensure clarity. Many businesses focus too much on features rather than benefits. Customers care about how a product improves their lives, not just its specifications. The solution here Use customer centric language, strong storytelling and clear CTAs in all marketing materials. In conclusion, avoiding these common product launch pitfalls can significantly improve a brand's chances of success. By refining each step from research to messaging to pricing to marketing, a business can ensure a strong launch that maximizes profitability and long term growth. Harvest Growth Podcast Interview Summary Pony Up Daddy How Market research and Smart marketing Turned a fun Idea into a viral Success Most new products fail 95% never make it past their first year. Pony up Daddy had a unique and fun product, but the big question was, would it resonate enough with consumers to become a successful business? Through extensive market research, strategic messaging, and a viral marketing campaign, the brand not only proved its concept but achieved massive success. Market research uncovered the real audience. Pony Up Daddy initially assumed their primary market would be parents of toddlers. However, detailed market research revealed an unexpected but crucial insight. Grandparents were also a major target audience. This discovery shaped the brand's messaging and allowed them to expand their reach far beyond what they originally expected. Creative execution drove viral success. Understanding the audience was just the first step. Harvest Growth developed a compelling creative strategy tailored to the target market, using humor and nostalgia to resonate with parents and grandparents alike. The result? Over 10 million video views, skyrocketing awareness and demand Multi channel approach amplified reach Instead of relying on a single marketing channel, ponyupdaddy leveraged a combination of paid social media advertising, national TV exposure and retail distribution. The product was even featured on major platforms like Good Morning America, the Ellen show, and the Today show, driving credibility and sales Profitable Growth with continuous optimization the campaign was a runaway success, delivering an incredible 18 times ROI in the first year. But the growth didn't stop there. By continually analyzing results and making small adjustments to their digital campaigns, ponyupdaddy remained extremely profitable for several years. Takeaway ponyupdaddy's success highlights the power of market research in ensuring a product's viability before launch. By identifying the right audience, crafting the perfect message, and executing a multi channel marketing strategy, brands can turn a great idea into a long term success story. Harvest Growth Podcast Interview Summary Todd Rosenbaum ZeroPix Reinventing Everyday Essentials How ZeroPix Revolutionized Toothpicks Some of the most innovative products come from rethinking everyday essentials. ZeroPix has transformed this simple toothpick into a functional, flavorful and wellness focused product. Their journey demonstrates how creativity, differentiation and a strong brand message can turn a commodity into a thriving business. Innovation can come from the smallest products. Toothpicks have been around for centuries with little change until ZeroPix introduced a new twist. By infusing them with flavors and functional ingredients like vitamins and supplements, they turned an ordinary product into unique and valuable offering. Branding matters even for everyday items. Rather than positioning their product as just another toothpick, zeropix built a strong brand around health, convenience and lifestyle. This branding shift helped them stand out in a crowded market and attract customers who wouldn't typically think twice about buying toothpicks. Educating Consumers Creates Demand since infused toothpicks weren't a widely known concept, ZeroPix invested in educating their audience through clear messaging, engaging content, and targeted marketing. They introduced customers to the benefits of their product and build excitement around something as simple as a toothpick. Product differentiation is key to market disruption. ZeroPix didn't just make a better toothpick, they created an entirely new category. By adding function and flavor, they gave consumers a reason to choose their product over traditional options, proving that even small innovations can lead to major success. The takeaway ZeroPix success shows that no product is too small for disruption. By innovating on a simple everyday item, focusing on strong branding, educating consumers and differentiating their offering, they turned a commodity into a sought after product with a loyal customer base. Thanks for listening to this special chapter of the Perfect Launch System shared here on the Harvest Growth Podcast. We're only releasing a selection of chapters, less than half of the full book as part of this series. If you'd like to dive deeper and get the complete system for launching and scaling your product successfully, you can find the full book on Amazon in both hard copy and Kindle formats or get a free digital version. Just visit perfect launch.com whether you're just starting out or looking to take your business to the next level, the Perfect Launch System gives you the proven roadmap to get there.