What to do when no one shows up after your launch. It’s crickets...

No-Man’s Land happens to every new digital business owner. Here’s how to move forward.

Author

Colleen Kochannek
September 08, 2024

A Note From Colleen

Hi, friend.

The first, and most difficult, hurdle you might face when launching your first digital product is No-Man’s Land… when you’re telling everybody and their brother about your product, but nobody’s listening.

Every digital business owner faces it. Let’s talk about surviving it and succeeding.

Thanks for being here.

Cheers,

Colleen Kochannek, Publisher

*This publication may include affiliate links and links to products I sell. If you click and buy, I may earn revenue and/or commission. 

SURVIVING NO-MAN’S LAND: WHAT TO DO WHEN YOUR PRODUCT LAUNCH FEELS LIKE CRICKETS

So, you’ve taken the leap, created your digital product, and hit "publish" on your marketing plan. You’re excited, ready for the likes, comments (and sales) to roll in. 

But then…nothing. 

Silence. Welcome to what I call “No-Man’s Land.”  You’re talking and nobody’s listening. You’re performing in an empty theater. . 

Every new business owner faces this moment. It can feel pretty discouraging, but trust me - it’’s all part of the process. 

Here's how to get through it.

1. Know No-Man’s Land Is Coming

Let’s face it: no matter how prepared we are, no one enjoys hearing crickets when they’ve worked hard to create something amazing. But here’s the thing—everyone goes through this, especially in the beginning. A slow (silent) start is not a reflection of you or the value of your product. If you expect that silence, you’ll be less rattled when it arrives. Instead of running and hiding, use this time as a crucial phase in your business journey.

2. Commit To Showing Up, Anyway

Even when it feels like no one is watching, you’ve got to show up. Consistency builds trust, and over time, people will start to take notice. So, write that post, film that video, or upload that b-roll video, even if it feels like it’s going into a big black hole.  You’re not just showing up for them—you’re showing up for yourself. This is where resilience comes into play, and that’s a business muscle you’ll be glad to have flexed.

3. Commit To Showing Up Consistently

This isn’t a one-and-done situation. Success doesn’t come from one brilliant post or video. It comes from continuing to show up, even when you’re not seeing immediate results. Think of it like a workout routine - each small effort compounds over time. You’re laying the groundwork for future engagement. Keep going.  Consistency and commitment are the secret ingredients to breaking through the silence and finding success (and sales).

4. Choose One Platform

Here’s a pro tip to save your sanity: don’t spread yourself too thin by trying to be everywhere all at once. Choose the ONE platform you feel most comfortable with—whether it’s Instagram, Facebook, TikTok, or even LinkedIn—and make that your stage. By focusing on one, you can give your energy and creativity to truly learning and optimizing that space without feeling scattered. Mastery comes from focus.

5. Use It As ‘Practice’ Time

When no one is engaging yet, this is your practice field. Test out different types of posts, messages, images or video styles. Think of it as learning how you best like to show up and engage with your audience. Since no one’s watching yet, it’s a low-risk, high-reward situation where you can hone your voice and figure out what feels authentic to you. Eventually, you’ll discover what resonates with both you and your future audience.

6. The Only Way To Survive No-Man’s Land Is To Keep Going

The temptation to quit will be real. But here’s the hard truth: the only way to get past No-Man’s Land is to push through it. The doors will eventually open, and people will come—but only if you’re still around when they do. Many give up right before they hit that sweet spot where engagement picks up. Don’t let that be you. Remember: persistence beats talent when talent doesn't persist.

7. Be Prepared For Engagement To Happen

It’s going to feel like nothing is happening, but trust me, there’s movement under the surface. Eventually, someone will comment, someone will DM, or someone will ask a question—and that’s your moment. Be ready for it. This is where you start gathering feedback and learning what your audience really cares about. Engagement can sometimes be slow, but once it starts, it snowballs. Your job is to stick around long enough to see it happen.

THE ART OF SAYING 'NO': PRIORITIZING YOURSELF WITHOUT GUILT

In our 3rd Act, we’ve earned the right to focus on ourselves. After decades of doing what was expected - this chapter is finally about us. I like to call it my Selfish Phase, and it’s long overdue.

Saying 'no' without guilt is a superpower. We’ve been conditioned to prioritize everything and everyone else, often at the expense of our own needs and dreams. But here’s the thing: no one else is going to give us permission to take charge of our lives. We have to do that ourselves. And guess what? It’s not just okay—it’s necessary.

There’s this misconception that putting yourself first is selfish. It’s not. It’s self-preservation and the ultimate act of self-respect. Think about it: we’ve spent decades nurturing others and saying 'yes' when we really meant 'no.' But in this 3rd Act, it’s time to change that narrative.

Our 3rd Act is the time to bring everything together - to take all the lessons we’ve learned, all the experience we’ve gained, and create the life we want on our own terms. No more checking boxes for someone else’s expectations. This chapter is about choosing what makes us happy, fulfilled, and proud.

So, the next time you feel pressured to say 'yes' to something you don’t want to do, remember this: your Selfish Phase is a powerful thing. It’s time to give yourself the freedom to live this act exactly how you want to. 

What do you think? Ready to say ‘no’?

TAKE A LAP

We’re all more sedentary than we should be, at least most of us are. I can sure tell when I haven’t moved enough.

I try (my darndest) to get up from my desk and laptop and take a walk -regularly. I have a simple path I take outside of my apartment building, up the hill and around the neighboring hotel.  It’s usually just about 10=15 minutes, but it’s enough to get my head back in the game and keep the blood flowing.

Bonus points when Trixie The Dachshund accompanies me. It takes longer as she is a sniffer, so I get extra fresh air, too.

TIME SENSITIVE OPPORTUNITIES

🌟 Ready to Leave Your 9 to 5 and Build the Business of Your Dreams? 🌟

I’m thrilled to be part of the From Employee to Entrepreneur Summit, from September 16th to 29th, and I want YOU to join me. 🎉 This incredible event, hosted by Annette Smith, brings together 20+ experts (including yours truly 😉) to share our best tips, strategies, and secrets for making the leap from employee to successful entrepreneur.

If you’ve ever dreamed of turning your passion into a profitable business, now’s your chance to learn from those who’ve done it. We’re covering everything from overcoming fear and mastering tech skills to launching and scaling a thriving business.

Don’t miss out—this summit could be the game-changer you’ve been waiting for. And the best part? It’s totally free to attend but you must register to save your seat! 🙌

👉Click here to reserve your spot today! Let’s build the future you deserve together.

See you at the summit!

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Are you curious about starting a subscription-based business? You’ll want to check this out. 

My friend, Melissa Lanz, has an incredible story. Melissa makes her mark selling the subscription-based product called The Fresh 20... to the tune of millions. 

Now, Melissa wants to teach us how to do the same. She's already guided thousands of people in creating their own successful subscriptions, memberships, and online courses.

Melissa is hosting a special 3-day virtual workshop called The Subscription Lab - in September. It's a fast-track program designed to help you launch your very own recurring revenue stream - without getting bogged down in complicated tech. 

In just three days, you'll learn Melissa's Subscription Success Formula and leave with a concrete plan to put your expertise to work for you. The best part? You can participate from anywhere in the world, right from the comfort of your own home or office. 

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If you’re looking for some inspiration for what you could do as an online business; or, want a quick reference for how the whole process works I have two items for you to check out:

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