2 builders who never spoke to each other

Launch the same product again next year

A product that is permanently on sale still has buyers who only ever act during a launch, so run the whole sequence again on a schedule. Nathan Barry maps his products to quarters and relaunches each as a new edition with a discount over the first day, and Paul Jarvis names the three groups a repeat launch reaches. Expect roughly half as much again rather than double.

The method

1. 01

   Relaunch each product as a new edition at least once a year, with a full launch sequence and a discount over the first 24 hours, because a chunk of your list only ever buys during a launch

2. 02

   Put each product on an annual re-launch cycle timed near its original launch month, staggered so one product launches per quarter.

3. 03

   Launch each product more than once, because at any moment there are people who never heard about it, people who hesitated, and people waiting for a reason to act.

4. 04

   Launching the same product twice increases total revenue but does not double it: plan on roughly half again, at most.

What it returned

• 1,500

  Four products mapped to winter, spring, summer and fall; about 1,500 new subscribers joined the list each month and had never seen the older products

• $58,332

  Two launches of Photoshop for Interface Design combined for $58,332; estimated 50% or less lift over a single launch on a 90-day view

• Done twice with big success, on The App Design Handbook and Authority

• Paul Jarvis names those three groups and suggests relaunching with a new discount, bonus or other deadline rather than giving up on a product early.

Sources

• The complete guide to making a full-time salary from one bookNathan Barry · nathanbarry.com · New editions and big launches · 2014-08-06
• Should you launch more than once? I’ve got $58,332 as evidence.Nathan Barry · nathanbarry.com · What if I launched each product once per year? · 2014-02-28
• I don’t actually care about growth - Fathom AnalyticsPaul Jarvis · usefathom.com · Growth without growth · 2016-10-17