If you’re going to launch a new product, at least do it right. I have seen so many botched product launches that I sometimes wonder if these “gurus” really know what the heck they’re doing. No more than 60 seconds after the site goes live and the server crashes or some other unforeseen thing goes down. It’s almost like you’d think this was all planned. Ironically, some people think it is. Well, in a way it is…due to poor planning.

See, mega product launches product mega traffic. And there is only so much traffic you’re going to be able to fit into one server with limited bandwidth. Eventually, something has to give. And trust me, it’s not going to be your prospects backing off. They’re in such a frenzy to get your product that they’d stomp over their own grandmothers to do so. Therefore, proper planning is in order if you’re going to have a product launch go off without a hitch, or at least with as few hitches as possible.

In order to prevent disaster, the first thing you really should do…and this has nothing to do with your launch partners…is get together with your hosting company and make sure that everything is being done to minimize the chances of something going wrong. This will require you to let them know how much traffic you expect to get and how quickly. See, it’s the mad rush at one time that actually brings things to a screeching halt. I don’t want to turn this into a technical brief so let’s just say you can’t stuff 10 pounds of pastrami into a 5 pound bag. Eventually, the bag bursts and the server goes down.

The reality is, you may need to spread your launch out over several servers. Have your sales page on one, your order page on another and maybe put your videos on yet another server or two. It’s the videos that really bring things to a halt because they’re what takes up most of the bandwidth. Unfortunately, video is a big thing today and not using it is going to leave money on the table.

Naturally, in addition to all this, you want to make sure that your launch partners are all on the same page with you, meaning that emails go out when they’re supposed to and everything is in sync. The greatest hardware setup in the world is meaningless without the marketing that goes with it.

Concentrate on the above items and you should have a product that launch that doesn’t end up on the front page of “Biggest Failures Magazine” and your face covered with egg.

To YOUR Success,

Steven Wagenheim

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