We’ve all been there, right? I don’t care if you’re making millions or are just getting started. If you’re in business, chances are you have put something out there that hasn’t been well received. Maybe an offer you thought was bangin’ got no sign ups. Maybe you wrote your heart out in your memoir and you heard back from zero publishers. Maybe you created a whole new website that no one visited. Maybe you launched a product that had mediocre or poor sales.
Did you know Coor’s Brewing Company launched bottled water (what?!). Fail. Remember Wow! Potato Chips? For your own sake, I hope you don’t; major fail.
You may have even tried out Windows Vista back in 2007. Epic Fail.
When we are constantly growing and creating, it’s only natural for some of our creations to be “failures”.
Here’s the thing though: failing is relative and if you weren’t creating then you wouldn’t even be given the opportunity to fail. Yes, the opportunity.
If you pumped out perfection all of the time, we would literally all be Beyonce.
Sorry, not everyone can be Beyonce.
But seriously, we’re human. If you’re playing the game of entrepreneurship, failure is part of the game. I’m not one for sugar-coating realities or making things feel better for people in service of not getting feelings hurt. (For the record, not everyone gets a trophy either.)
My point is, stop making failure a dirty word and instead celebrate it. Realize that with every failure lies opportunity to succeed at even higher levels. If you’re failing, you’re putting yourself out there and doing something big and meaningful. You’re taking risks and you are working towards something bigger for yourself and the world. No matter how much thought, love and innovation go into your product or service—sometimes they just fail. People aren’t interested, you hear crickets, you make no money; you may even have some hurt feelings.
Wallow in the sadness for a little bit if you need to, watch the Steve Jobs’s biopic and keep creating.
Here are a few steps you can take if your service, product or project is a flop:
1. Do some research.
Now, maybe you already did some in order to create your product or service. But where can you dig deeper? How can you get more in touch with what your ideal market is craving, desiring and needing? Can you interview some ideal clients? Can you run a beta version or give free samples to get market feedback? What other research can you put into action to find out what was missing, incomplete or unrecognized in your current offering?
2. Tweak the copy.
Sometimes is not what you’re saying (or selling!), but how you’re saying it. Are you words boring? Phony? Overused? Or hard to understand? Is the copy in your sales page authentic and focused on the value of your offering? With your research in hand from step 1, how can you update the copy on your website, sales page or marketing materials in the language of your ideal clients?
3. Is your offer aligned with your company’s vision, mission and message?
When Coor’s Brewing Company launched bottled water it just felt off. Yes, we want to drink your beer from a bottle, but water… really? Stay in your lane Coor’s. Not that you can’t branch out and grow from your company’s core message, but take a closer look here. Your market knows, likes and trusts you, right? So don’t go totally left field and sell something that isn’t aligned to your true message and mission. Now you know my thoughts on rules, so you can take this or leave it. But, if you’re somewhat new in the market, stick to your core message until that know, like, trust factor is through the roof.
Got an offer that hasn’t been selling? Let’s figure out what the issue is and start making some money, honey. Check out the ways that we can work together here. Or, get started with some free resources for building your biz, brand and bank account.