Week one of your launch was incredible. Sales were flowing, social media was buzzing, everyone was riding the high.
Week two? Crickets.
This is the launch momentum cliff—and it kills more products than bad reviews ever will.
The Momentum Cliff Explained
Launches succeed because they concentrate attention and urgency into a single moment. But attention spans are short, and urgency expires.
Most brands think launch week is the finish line. Smart brands know it's just the starting gun.
The 4-Week Momentum Map
🎯 Week 1: Peak Attention Your launch week messaging focuses on announcement and immediate action
🎯 Week 2: Social Proof Amplification Share customer reactions, reviews, and user-generated content Highlight early adopter experiences and transformations
🎯 Week 3: Problem-Solution Reinforcement Shift from "new product" to "solution to your problem" Educational content showing various use cases
🎯 Week 4: Last Call Strategy Create new urgency with limited-time bonuses or pricing Position as "final chance" before next phase
Content Strategy for Sustained Buzz
Days 8-14: Customer spotlight content
Real customer unboxings and reactions
Before/after transformations
User-generated content campaigns
Days 15-21: Educational deep-dives
How-to guides for your product
Problem-solving content that positions your product as the solution
Expert endorsements and third-party validation
Days 22-28: Scarcity and exclusivity
Limited edition variants or bundles
Exclusive access to next product in pipeline
VIP customer program enrollment
The Retention Shift
Week two is when you stop selling the product and start selling the outcome.
Your messaging should evolve from "Buy this amazing product" to "Join thousands who are already experiencing this transformation."
How long does your typical launch momentum last?
