Why Startups Should Launch Quietly

Save the big announcements for big deals

The misguided notion of pre-release publicity

Here’s the truth about how pre-release publicity works:

  • Startup posts that press release to their website and to social media, maybe uses a landing page with a beta signup or email list signup.
  • A bunch of folks close to that startup congratulate the startup for existing.

The mixed message of congratulatory attention

The only mistake these startups are making is setting unrealistic expectations. There’s absolutely nothing wrong with letting the world know that you’ve started something. In fact, in my house, we celebrate endings AND beginnings, because beginnings are important.

The mistake of painting yourself into a corner

Without first having traction, you’ll have no idea whether or not the offering you’re asking people to fall in love with is the same offering that will actually be successful for your startup.

The deadly noise of low-quality customers

You don’t want everyone using the first release of your product. And you don’t want just anyone using the first release of your product. This is true beyond your demo, your alpha, your beta, your MVP — whatever you want to call your system of pre-releases.

Launch quietly until you have traction

Traction means different things to different businesses. But I like to think of it as the subtitle on your press release.

I’m a multi-exit, multi-failure entrepreneur. Sold ExitEvent. Building TeachingStartup.com & GetSpiffy. Former Automated Insights. More info at joeprocopio.com

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