Launch your startup 100 times

Even after launching 30+ startups, there’s still one feeling I can’t get over:

Launching a new product… and nothing happens. It sucks.

But here’s the good part: You can relaunch the same product 100 times without changing it. Nobody keeps track. Here are 3 ways to relaunch until it takes off:

1. Rebrand

Same product. New name. New domain. New color theme. New hero section.

The last one is the most important. 80% of people don’t scroll past the headline. In most cases, it’s where the bottleneck is. Make sure you radically change your offer.

Design matters. People judge a book by its cover, and your landing page by its hero section. Here’s how to not screw your headline design and how to choose colors without confusing visitors.

Relaunch everywhere with a different offer, until one clicks.

2. Reposition

Same product. New angle.

Change your landing page copy to speak to a new customer segment. Refine your words until they’re ultra-specific for your ideal customer and nonsense for the others. It works best when you niche down.

Here’s the conversion rate of my startup, DataFast:

• 0.22% when I launched a year ago as an analytics tool

• 1.45% after repositioning to a revenue attribution tool (niche)

Change your landing page copy to speak to customers with a different pain point, different level of expertise, or simply a different culture. Here are 5 copywriting mistakes to avoid.

Then relaunch everywhere. Small changes in words = big changes in conversions.

3. Repurpose

Same product. Same landing page. New vertical.

Turn one feature into a free tool. Extract something useful from your product. Give it away with no signup. Use it as a funnel. I wrote a dedicated issue about free tool marketing (if you like building, you’ll love this).

People love free tools. And they share them. Launch your free tool everywhere and repeat without moderation.

Rebrand + Reposition + Repurpose = a whole new launch.

Mix everything until your product takes off. Each relaunch teaches you more about what people want. You become a better marketer, a better builder, a better founder.

Launch without moderation.

— Marc Lou