.jpg)
You’ve got a brilliant new idea. Customers are requesting it. You’ve spent hours sourcing the best materials, designing your product, and taking photos. Your excitement is through the roof - and then the product launch day arrives…but, crickets. Maybe a few likes, but the sales don’t roll in as expected. It can feel disheartening, but don’t worry, pretty much every small business experiences this.
Launching a new product is one of the most exciting parts of running a small business - - but it’s also one of the trickiest. Many makers and small business owners experience this challenge, and the truth is that it takes more than just creating a great product. A successful product launch involves building excitement, creating urgency, and ensuring you’re addressing the real demand. If you’ve ever had a product launch fall flat, let’s explore why that happens and what you can do differently next time.
Why Your Product Launch Might Not Have Worked
Polite Enthusiasm, Not Buying Intent
It’s a scenario we’ve all encountered: your customers are enthusiastic, they say they’d love your new product, but that doesn’t always translate into sales. People often express interest out of support, but it doesn’t guarantee they’ll buy it when it’s ready for sale. This is a common challenge in many product launches, where the feedback doesn’t always match the follow-through.
Timing Mismatch
By the time you’ve perfected your product and it’s ready to launch, the initial excitement may have faded. Customers’ interests and priorities can shift quickly, and what was once the perfect product for them may no longer be at the top of their list.
Price Expectations
Your product might be fantastic, but if the price point doesn’t match what your audience is willing to pay, it can lead to a drop in sales. Price is a critical element of any product launch, and customers may hesitate if they perceive the product as too expensive compared to their expectations.
Lack of Urgency
Another reason a product launch might flop is because customers don’t feel a sense of urgency. If there’s no limited availability or compelling reason to purchase immediately, people will often wait, and that “wait” can turn into “never.”
No Social Proof
People are often hesitant to buy something that’s new and untested. If your product launch lacks reviews, customer feedback, or visible interest from others, it can be harder to convince potential buyers to make that first purchase.
How to Launch a Product Successfully
Now that we’ve covered the common pitfalls, let’s focus on what you can do to ensure your next product launch is a resounding success. It’s all about building excitement, creating urgency, and making sure your audience is fully engaged.
Validate Your Product Before Launching
Before committing to large orders of materials or spending hours crafting your product, validate the demand. Use your social media platforms, email lists, and customer surveys to gauge real interest. You can run polls or pre-order campaigns to measure actual demand and filter out “polite supporters” from genuine buyers.
Build Anticipation
Start building excitement weeks before the launch date. You can tease your upcoming product on social media, share sneak peeks, and even let your followers vote on design choices or features. Giving your audience a glimpse behind the scenes and involving them in the creative process makes them feel more connected, and that emotional investment can turn into actual sales when the product launch happens.
Create a Sense of Urgency
One of the most effective ways to boost your product launch is by creating a sense of urgency. Use language like “limited edition,” “only available this weekend,” or “while supplies last” to encourage people to buy sooner rather than later. A countdown to launch day can also ramp up excitement and anticipation.
Offer Launch-Only Discounts or Freebies
Consider offering special deals for your product launch, such as limited-time discounts, free shipping, or exclusive early-bird access. When you tie these offers to the launch, you create an incentive for people to act quickly.
“The wait is over! Our brand new One Thousand Wishes is officially available, and we’re celebrating with 15% off and free shipping for the next 48 hours. Don’t miss out!”
Follow Up with Your Audience
After the product launch, continue engaging with your audience. Share user-generated content, thank your first customers, and ask for reviews. People are more likely to purchase from you if they see positive feedback from others. Social proof is a powerful motivator, and sharing real testimonials can be the nudge someone needs to make a purchase.
Key Takeaways for a Successful Product Launch
A successful product launch requires more than just creating a great product - it’s about the preparation and strategy that goes into making sure your customers know about it and feel excited to buy it. Here’s a recap of what works:
Validate demand early on by running polls or pre-orders to ensure genuine interest.
Build hype by teasing your product and involving your audience in the process.
Create urgency with limited-time offers and scarcity tactics to encourage immediate sales.
Offer incentives such as discounts, free shipping, or exclusive access to increase conversions.
Keep the momentum going by sharing social proof and customer testimonials to build trust.
By following these steps, you’ll ensure your product launch is not just a one-time event but the start of something special. With the right strategy and a little planning, your next product can become the next big hit in your shop.
And always remember, you don’t need a marketing degree or huge budget to nail a launch - just the right mix of timing, authenticity, and smart strategy. So here’s to your next big idea - may it sell out in minutes!
✅ FREE PRODUCT LAUNCH CHECKLIST
Everything you need to prep and promote your next best-seller!
🧠 BEFORE YOU START
Product Validation
Ask your audience what they want next
Use polls/stories to test real interest
Collect email signups for a waitlist
Consider taking pre-orders or deposits
📸 PREP & CONTENT CREATION
Branding & Assets
Final product name & description
Pricing confirmed and explained
Label, packaging, and photos complete
Lifestyle/product shots taken
Behind-the-scenes footage captured
Stock levels confirmed or made to order
📣 BUILDING BUZZ (1–2 WEEKS OUT)
Teasers shared on stories/posts
Countdown or launch date announced
Sneak peeks or ingredient reveals
Behind-the-scenes shown (labels, mixing, packaging)
Ask audience to help choose names/designs
Launch offer announced (e.g. free shipping or discount)
🚀 LAUNCH DAY
Post full launch details across all platforms
Update website or online shop
Send email to list with direct link
Post reminder on stories + pinned post
Use urgency language (limited stock, short promo)
Thank customers/supporters in real time
Check for and fix any shop/checkout issues quickly
🔁 POST-LAUNCH FOLLOW-UP
Share first customer orders or packaging content
Repost happy customer reviews/photos
Re-share launch details 2–3 more times that week
Mention product again in a non-salesy way (e.g. "behind the scent")
Email reminder to those who didn’t purchase
Add customer feedback to listing for social proof
🛠 IF SALES ARE SLOW
Reassess: is the product clearly explained?
Try new photos or change the post style
Bundle it or create a limited-time offer
Message the people who originally showed interest
Ask for feedback via a poll or Q&A
📝 OPTIONAL EXTRAS
Create an unboxing or demo reel
Post a “how it’s made” video
Offer a small gift/surprise for early buyers
Create a branded launch hashtag
Celebrate your wins (big or small!)
🎉 You’ve got this!
Launching isn’t about being perfect - it’s about showing up, connecting, and learning each time. Use this checklist before every product launch to stay on track and keep the excitement high!
Join a supportive community of passionate crafters and small business owners who truly get what it’s like to build something from scratch. At House of Scent, we’re more than just a brand - we’re a space for creators to connect, share advice, swap tips, celebrate wins (big and small), and lift each other up through the rollercoaster of handmade business life. Whether you're just starting out or scaling up, there's a place for you here!
JOIN THE HOUSE OF SCENT COMMUNITY
