The video uses a high-stakes, vulnerable hook that immediately builds trust by admitting to a 'failure' that contradicts the typical 'hustle culture' success narrative, making the advice feel authentic and relatable.
Summary
The creator shares her personal experience of a failed business launch to encourage other entrepreneurs who are struggling. She emphasizes that initial failure is common and that success often comes from focusing on marketing and distribution rather than just the product.
Structure
1Hook: Acknowledging a failed launch
2Sharing the reality of the struggle
3Debunking the 'mega launch' myth
4Discussing the lack of support from peers
5Reframing failure as a marketing issue
6Encouragement to keep going
On-screen text
My brand's launch flopped. Terribly.
my brand's launch flopped spectacularly
like flopped so bad we made no sales
for pretty much
the first two or three weeks after we launched
but my brand's also done six figures in six months
and I'm currently scaling the business to seven figures
so let's talk about what happened
and what I did to change that
if you're going through the same thing
you are not a failure whatsoever
so let's talk about it
but I feel like the internet has glorified like large
mega launches where people sell out
and I'm gonna tell you two things
as somebody who's been doing this for almost a year now
1 you do not need a big launch
2 selling out is actually a bad thing
Original caption
My brand’s launch flopped #SmallBusiness #brandfounder #entrepreneur
More from @soph.chiang
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Transcript
My brand's launch flopped. Terribly. Like flopped so bad we made no sales for pretty much the first two or three weeks after we launched. But my brand's also done six figures in six months and I'm currently scaling the business to seven figures. So let's talk about what happened and what I did to change that. If you're going through the same thing, you are not a failure whatsoever. So let's talk about it. But I feel like the internet has glorified like large mega launches where people sell out and I'm going to tell you two things as somebody who's been doing this for almost a year now. One, you do not need a big launch. Two, selling out is actually a bad thing. And I'm going to share this with you because when I was going through it, I was so down and I was really really really sad every day. And I feel like hearing a story like this would have massively helped motivate me because as a society, I think we're really biased against sharing tough moments online and it feels like when all you're seeing is people talking about their best launch ever and what that is amazing for those business owners, I don't think that's actually very helpful content to be honest. I've talked about it before really because I just was I think quite embarrassed about it. I had basically left a six figure plus job on Wall Street and I was like I left this crazy well paid job to basically just be embarrassed on the internet. And to give you even more context, we barely got sales for like even the next couple months and I literally had friends texting me every day about how things are going and these are people who obviously didn't really care enough to support me and haven't supported me to this day and I'm not telling you this because I'm feeling petty whatsoever but just that um you do need to get used to the fact that there will be people who definitely don't wish the best for you and I'm not talking about support like them buying off me. I would never expect someone to do that but even just liking and sharing posts they just weren't there but they were I'm very happy to text and ask me about sales. So I think first of all if you're going through that too, this type of behavior is so much more about those people than about you they clearly have issues that they are not working through. Um and then on our sales, even in the first couple months we were maybe on like 5,000 or 1,000 pounds of sales and I literally felt like I had ruined my life and my product was terrible and the truth is it wasn't the product and it's rarely the product in this situation but it's often the distribution of that product or basically like your marketing isn't there your marketing funnels aren't there and marketing is possible to fix a bad product is not and the truth is if you're building in a white space with tons and tons of competition and your marketing distribution isn't there you're gonna struggle to get sales but it doesn't mean there aren't people who would want to be your customers it just means you're not getting to the right people they're not knowing that you exist to solve their problem or they won't know that you've got these amazing designs out there. So basically I want to say that if you're going through it I still believe in you and I think you should keep going and I won't make this video super long but if you go on my page and look at a lot of the videos that I do I do talk a lot about how we got our first sales how we managed to start growing our sales how we managed to get more momentum in place and honestly it is just one of those things that nothing happens until something happens and when something happens once you have the momentum things start moving quicker even now eight months in like there are a lot of days that frustrate me there's days that like I know I would be really grateful for six months ago but because of like the gross trajectory we've been on I'm not happy with like a week or a month's worth of sales because they were just a bit disappointing and they weren't right there and I'm not like meeting my goals as fast as I would like them to um and I think that that is just a struggle that every business owner goes through all of the time. So it's just one of those things that you start getting more comfortable with being uncomfortable but also um yeah you just continually try to wake up and be a little bit better every single day so I hope that helps trust me I've been there and I believe in you.
