Nathan Barry explains why most creators fail at product launches: they don't position the offer before opening sales. Get your audience to decide they want it first, then open the transaction window. Separating the decision from the purchase reduces friction and lifts conversions.
Biggest launch mistakes that I see creators make. They don't tee up the offer well enough in this pre-launch period. Our goal is to have as many people as possible have already made the decision to buy and not be able to buy yet. So the thing that I want to do is I want to separate the moment where I learn what the offer is and decide whether or not to buy it from the moment where I have the ability to buy it. Oh, I see what you're saying. What is this? Do I want to buy it? Let me actually get out my credit card. And now let me complete the transaction are actually 4 separate steps. And so if we lump them together, there's more friction that happens in that.
