Any project that you start is about finishing well. When you have something great—it’s important to go big at launch.
How we went big
The above video is promo video that we created for the launch of Community—a new Re:lit book. The video team flew with Brad House to Detroit to film this video on RED cameras. This is way over the top—but it works. We have a really, really important message that we want to get out, so it makes sense to launch it with a bang.
The last video we did this way was the Church Planter launch video. Over 130,000 visitors have watched this video since we launched it, and the book has gotten out to way more people than we hoped.
Aim for the Tipping Point
When you have something that’s great, then people are going to talk about how useful/fun/enjoyable it is. If you start out and only a handful of people know about it, it’s going to spread a little. But if a lot of people know about it, then it will spread faster. And if a ton of people know about it, then it can start a huge buzz. Malcom Gladwell calls this the tipping point. It’s when your idea/organization/product gets enough buzz and enough adopters that the momentum carries it further via word of mouth than any advertising campaign could. Think—Purpose Driven Life, Atkin’s Diet, Beanie Babies.
Advice for launching
If your project is something that you really believe in then please please please send it out with a bang. You owe it to everybody else to make sure they know about it.
If your project sucks
Don’t try to make up for it with a big launch the result will be that more people will be disappointed by you and less likely to pay attention to the next thing you do.
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