Product Launches – 5 PR Mistakes That Kill the Launch

Successful product launches are key to a company’s success. For a start-up company, the success of the launch may well determine whether the company survives.
And yet in nearly 30 years of advising companies, from start ups to Fortune 500s, I’ve identified 5 common mistakes that can sink a launch. Here they are the five:

Assume the product/technology/service will sell itself.
Lots of things have changed in the past few years. But one thing remains the same: People will not beat a path to your door if you build a better mousetrap, UNLESS, they a) know it exists; b) are convinced it really is better; c) their current situation is painful enough that they have a desire to change; and d) they can afford it.
No “Story.”
Start-up entrepreneurs often get so caught up in their solution, they forget to mention the problem they set out to solve. Established organizations often assume everyone already knows the problem. But venture capitalists, analysts, potential customers, and especially the media, need to hear your tell “The Story.” Part one of “The Story” is the pain/frustration/fear/loss that your solution solves. Part two is your solution filtered through the concerns of the audience.
No articulate, excited beta users, early adapters, satisfied customers or clients willing to “go public.”
Reporters crave the opportunity to talk to people who have used the product or service. From the very beginning of product testing be looking for willing customers and exciting stories. (There are ways around this lack of users willing to comment publicly, but that is a separate topic!).
One presentation fits all.
I recently learned of a CEO who gave a group of industry analysts the same presentation he had given to venture capitalists. In addition to being a painful experience for him, it created a lasting skepticism on the part of the analysts. Yes, we know everyone is already stretched thin and working long hours, but VCs, analysts and the press are audiences crucial to success. If no one in house can put together a powerful presentation, hire an outside source to do it. It’s too important to leave to amateurs.
Media attention before the message is clear and the spokesperson is ready.
Media attention is great, IF the coverage is good. But companies, especially start ups, often go after the media before they’re ready. A big play in Computerworld, the Wall Street Journal or Moneyline can set the company and the product or service being introduced back significantly if the messages aren’t persuasive and the spokesperson comes across as uninteresting, unclear, or defensive.