“Like babies, products get the most attention when they’re new.” David Ogilvy

Seth Godin regularly writes blog posts that are so good that it’s worth writing reactions to them.  He did that the other day, when he wrote about the danger of premature shipment. He accurately pointed out that we don’t live in a world where you work, work, work, and all your work culminates in a single grand opening or a launch party that drives most of your results.  Rather, we live in a work, release, revise world where you ship quickly and often, get feedback, make your product better, and constantly build toward success. 
What’s the danger in this?  Sometimes we underhype the actual launch party.  Because it’s no longer any big deal to us.  This is definitely a problem, and I’ve noticed that good publicists are now in the position of reminding their clients that the launch is still a great (maybe the best) opportunity to grab attention for your product or business.
It used to be easy to celebrate milestones, because there were so few of them.  Now, the nature of business has changed, and the constant communication we have with customers via Twitter and other social media has made us feel blase about big events.  Whatever you need to do, don’t miss out on opportunities.
Soon I’ll write the next installment in my Clean Social Media Methodology series.  
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Will Marlow co-founded AlumniFidelity which provides a Web 2.0 fundraising platform to colleges, nonprofits and secondary schools.  He is also an Internet and social media marketing consultant.  He’s working with clients such as UVA, the College of William & Mary, the University of Oklahoma, Bowling Green State University, Randolph Macon College, and he loves nothing better than a thorny marketing challenge.  He would love to help you market your business on the Internet, boost the fundraising numbers for your school or nonprofit, or sellout your next big event.  Email him at