Practical Sales Training™ > How To Convert > The Pre Order Effect
The Pre Order Effect
Waiting for a product to launch costs the buyer nothing. But it can cost the seller everything. The Pre Order Effect flips that around.
You let buyers commit before your offering even exists. So cash comes in, and momentum builds, long before launch day.
What Is It
The Pre-Order Effect means letting buyers pre-order your offering before it’s ready for sale. They commit early. You deliver later.
It works whether you’re launching something brand new. Or rolling out a new version of something you already sell.
Why Does It Work
Plenty of people want to be first. So they’re happy to pay a deposit, or pre-order, to secure their place.
That means you start generating sales and cashflow before your offering is even finished. So the risk of launching shifts, at least partly, away from you.
It also builds real anticipation. So a buyer who’s already paid has skin in the game. They start telling other people about what’s coming.
How Can You Use It
Open Pre-Orders Before You’re Fully Ready
Look at any new version or iteration of your offering. Could you let buyers secure their spot long before it’s actually ready to ship?
Give Pre-Order Buyers A Reason To Go First
Offer something extra for going early. So it might be a lower price, first access, or an exclusive bonus.
So the clearer the advantage, the easier it is for buyers to commit early.
When It Works Best
This works best when you already have some audience or following. So there are people ready and willing to commit before launch.
It also works well for products with a clear release date. A deadline gives buyers a reason to decide now, rather than later.
When It Becomes Dangerous
This backfires if you take money and then deliver late. Or if you deliver something different from what you promised. So a broken pre-order promise damages trust badly.
It also weakens if you rely on pre-orders without an audience to sell to. So build the following first, then open pre-orders.
Common Mistakes
Overpromising What You’ll Deliver
Promising more than you can realistically build by launch sets you up to fail. So it disappoints your earliest, most invested buyers. Only promise what you’re confident you can deliver.
Treating Pre-Order Buyers Like Everyone Else
Early buyers took a risk on you before anyone else would. So give them something for it. Even a lower price, early access, or genuine recognition all work.
The Pre Order Effect – An Example
An online course creator announces a new program launching in six weeks. Their message is simple: “Enrol now to secure early access, limited to 50 spots.”
Buyers can pre-order today for £100, instead of £149 once the course goes live. In return, they get first access to the content. A bonus Q&A session comes with it too, reserved only for pre-orders. Also, they get a small thank-you gift, or a downloadable resource.
So this taps into both exclusivity and scarcity at once. It also generates early momentum and cashflow, well before the course itself exists.
It creates a group of early adopters too. They tend to engage more, and give feedback that shapes the finished product.
So by launch day, there’s already anticipation and commitment built in. You’ll see this same approach in courses, books, physical product drops, and coaching programs.
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