The Underdog’s Guide to Launching a Winning Product

In the early 2000s, the razor industry was locked down by giants like Gillette and Schick.

With nearly 80% of the market, they dominated with high prices and massive marketing budgets—making it seem impossible for newcomers to break through.

Consumers were frustrated by rising razor costs, but the market appeared impenetrable. That is, until 2012, when an unknown startup flipped the script with a single viral video.

The video, titled “Our Blades Are F**ing Great,”* featured Dollar Shave Club’s founder Michael Dubin delivering a hilarious and bold pitch for a razor subscription service.

From toddlers shaving heads to a man in a bear suit, the video was outrageous—and wildly effective.

Within 48 hours, Dollar Shave Club received over 12,000 orders, crashing their website from the influx of traffic. Four years later, they sold the company for $1 billion.

Dollar Shave Club didn’t just launch a product—they disrupted an entire industry.

That’s the power of a great product launch. And in today’s newsletter, I’m sharing my 7-Step Product Launch System so you can use it to create buzz, stand out, and make waves with your next product.

#1 - Perfect Your Product

Market research is the backbone of a successful product launch. Even the best marketing won’t save a product no one wants.

Here’s how to start:

• Study your competitors and identify gaps in your niche.

• Conduct surveys or interviews to uncover your audience’s needs, preferences, and pain points.

Armed with these insights, develop a product that solves real problems, delivers exceptional value, and stands out from the competition. Position it as:

• “New”—something never seen before.

• “Better”—superior to existing options.

• “Affordable”—a cost-effective alternative.

Before going big, test-launch your product to gather feedback and refine both the offering and messaging. This ensures your full-scale launch resonates deeply with your audience and maximizes success.

#2 - Build Buzz That Converts

Creating anticipation before your launch is key to making it unforgettable. The goal? Get people excited and ready to buy.

Start by teasing your product on social media, email campaigns, and through influencer collaborations. Share sneak peeks, behind-the-scenes content, and countdowns to build curiosity. Platforms like Instagram, LinkedIn, and Twitter are perfect for visually engaging posts that spark interest.

Jeff Walker’s “Sideways Sales Letter” strategy works wonders here: release value-packed, educational content during the pre-launch phase. Answer questions, solve problems, and position your product as the solution they’ve been waiting for—so when launch day arrives, wallets are open.

Collaborating with influencers in your niche is another game-changer. Leverage their credibility to introduce your product to a wider audience. Offer free access for testimonials or have them promote directly to their followers.

#3 - Harness the Power of Social Proof

Nothing builds trust faster than real-life testimonials and success stories. Social proof shows potential customers that your product delivers results—and makes them confident in their decision to buy.

Start by gathering reviews from your test launch participants or offer your product to a select group at a reduced rate in exchange for feedback. Use these testimonials in your marketing to showcase the value of your product and create a sense of credibility that drives conversions.

#4 - Create Irresistible Incentives

Want your launch to make waves? Use urgency and scarcity to drive action. These tactics don’t just boost sales—they create buzz that can even make your product go viral.

One strategy I used for my Founder OS relaunch was limiting the number of spots in the first cohort. This created natural urgency while allowing me to focus on delivering an exceptional experience.

If limiting availability isn’t your style, try other methods:

• Limited-time promotions like exclusive discounts or deals compel customers to act fast.

• Use social media, email campaigns, and partnerships to spread the word and amplify the excitement.

#5 - Make Launch Day Unforgettable

Launch day is your moment to shine—make it count. Use every marketing channel at your disposal: social media, email blasts, and paid ads to announce your product’s availability.

Post multiple times a day and send at least two emails during the launch period to keep momentum high.

For inspiration, here are email examples from my past launches:

• House of Founders Accelerator

• House of Content

• Audience House

But don’t just broadcast—engage. Respond to comments, answer questions, and thank your customers for their support.

This personal touch not only builds trust but also fosters loyalty, creating a positive brand image that lasts far beyond launch day.

#6 - Deliver & Overdeliver

The real work begins after the launch. How you deliver to and engage with your customers post-launch will determine not just the success of this product but also future launches.

Here’s how to overdeliver:

• Provide additional resources, follow-up content, or training to help customers maximize the value of your product.

• Build a robust support system with email, live chat, and phone options to handle inquiries quickly and efficiently.

• Use the excitement of your launch to introduce an “Upsell Path,” offering complementary products or services to boost revenue and deepen customer relationships.

Exceptional post-launch support builds trust, encourages loyalty, and turns one-time buyers into lifelong customers.

#7 - Analyze, Iterate & Improve

Every launch is a learning opportunity. Once the dust settles, dive into the data to uncover what worked—and what didn’t.

Track key metrics like website traffic, conversion rates, email open rates, and social media engagement. Pay close attention to customer feedback and reviews to identify areas for improvement in your product or messaging.

Use these insights to refine your strategies for future launches—because every adjustment brings you closer to perfection.

There you have it—my 7-Step Product Launch System.

I hope you found it valuable. Now, it’s time to take action. This week, start planning your next product launch and hit me up on Twitter with your master plan (don’t forget to tag me if you share a screenshot!).

Before I go, two quick things:

#1 – Applications are open for the new House of Founders Accelerator. If you’re ready to grow your personal brand, audience, and revenue this year, apply here to join.

#2 – Don’t miss my live training where I’ll reveal how to add $10k in new monthly revenue. Spots are limited, so secure yours now.

👉 Click Here to Grab Your Spot

Let’s crush it together 🥇
— Aaron

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