Stop conflating vanity signups with actual product demand. Use the "Waitlist Matrix" to transform your next launch from a passive list into a high-intent engine for growth.
Curious about your thought regarding marketers using to create false scarcity and demand rather than do signups every month. “Signups now closed, join our waitlist” and then they open it periodically.
From my vantage point, I don't like that tactic unless there's a strategic business reason behind it.
For example when we launched we weren't able to support every type of customer but we were working to deliver that so we didn't want to turn them away. We gave access to those we could then held back the ones we couldn't support on Day 1.
That's a clear business reason vs a marketing gimmick.
There's an episode of Parks and Rec where Tom's business says they are too busy to take on new customers when they launch and then they go out of business because they don't have any customers. I think that's the bigger risk with those types of gimmicks.
Curious about your thought regarding marketers using to create false scarcity and demand rather than do signups every month. “Signups now closed, join our waitlist” and then they open it periodically.
This is a super thoughtful question.
From my vantage point, I don't like that tactic unless there's a strategic business reason behind it.
For example when we launched we weren't able to support every type of customer but we were working to deliver that so we didn't want to turn them away. We gave access to those we could then held back the ones we couldn't support on Day 1.
That's a clear business reason vs a marketing gimmick.
There's an episode of Parks and Rec where Tom's business says they are too busy to take on new customers when they launch and then they go out of business because they don't have any customers. I think that's the bigger risk with those types of gimmicks.