Ask PW — When is the best time to launch a product?

This is one of those questions I get asked a lot, particularly during the summer when entrepreneurs are concerned about promoting now. Are people paying attention in the summer or are they too busy with their kids or taking vacations? Should we wait until the fall when everyone else and their brother is launching something? Here are a few tips to help you plan your launches:

1. Summer is a perfectly fine time to launch a product or a program, provided you stay away from the holidays (at least the US holidays) — Memorial Day, Labor Day and 4th of July. Those holidays in particular don’t lend themselves well to promotions (at least for the entrepreneurial market). If your promotion does fall over one of those holidays, I would extend your promotion so you have extra time to get the word out.

2. September is one of the best times to launch an info product — September and January are the two best months to sell info products. That said, a lot of people are promoting during that time so you will have competition. To offset that, you may need to be prepared to send out more emails than you’re comfortable with to break through what else is happening.

3. Whatever you decide to do, give yourself ample time to promote. That way if sales are not what you hoped, you have time to recover. I would give yourself at least 2 and maybe even 3 weeks of promotion after you launch the sales letter (i.e. after a preview call or webinar or you just open up the cart) to give yourself enough time to sell your product or program properly.

So what are your experiences doing a summer or September launch? Comment below — I’d love to hear from you.

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