You can’t swing a dead cat today without hitting any number of (at least a dozen so far) reviews of Flexibits new version of their popular calendaring app…
That’s what the Loop’s Shawn King had to say about the release of Fantastical 2 from Flexibits today. He’s not wrong. My Twitter stream is also full of Flexibits today.
And that’s exactly why I always watch Michael Simmons very closely when he’s launching a new product. The guy never fails to get great press coverage. And it’s not by chance.
Having spent some time chatting with Michael on different occasions over the years, one thing is clear: He knows how to make you feel like he values your opinion. Even if he were faking that (and I don’t suspect he is), it’s a remarkable skill. Most of us suck at even pretending to care what other people think. But Michael has a natural enthusiasm for his work, and he wants you to feel it, too. And he really does want to know what you think.
Now, multiply his chats with me by the dozens of other people he must have similar chats with, and you start to see that he’s investing an incredible amount of time—pre-launch—to getting other people invested in his products. To gather feedback, listen to suggestions, and, of course, fix bugs. By the time the launch happens, you can’t help but be rooting for him. And, as a result, you end up tweeting, blogging, pitching in with the promotion yourself.
It’s brilliant. And it obviously works. But only because it’s genuine. And only because he’s willing to put in that time. That incredible amount of time. Not coding. Not designing. (That’s all getting done, too.) But good old-fashioned marketing.
Notice I haven’t even mentioned anything about the quality of Fantastical 2? It’s, of course, an amazingly good app. Took away my final few reasons to ever want to launch the built-in Calendar app. But you know that already, if you’ve read any one of those dozens of reviews out there.
But at the same time, I could easily see an app this great sitting on the store shelves, getting ignored, if it weren’t being marketed properly by an experienced expert. As Shawn King might say, You can’t swing a dead cat on any day without hitting an app that is incredibly well crafted, yet a complete financial failure.
If you’re out there building great products, don’t short-change their chances of success. Start caring about promotion. The best products deserve it.