The people in your core market really don’t care about your product or service. They care about themselves. To make your product launch a success you have to get inside their heads and find out what is really bothering them. Then you can work out a way of providing the solution.
The difference between really analyzing your market research thoroughly – one of the first steps in your product marketing strategy – and just taking a cursory glance is the difference between the success or failure of your product launch.
There are various ways of doing the initial research. One is to identify the important forums in your niche, watch the conversations to indentify the hot points, contribute where you can in a low key way and finally pop this question…
I am in the process of putting together the ultimate list of the 10 most important challenges faced by people who … [your niche] … and would be grateful for your suggestions. I’ll publish the list we make together in 14 days so everyone can comment
This should start a discussion that you can listen to and contribute to when appropriate.
Should you be satisfied with the list you have made or should you take one more step to be absolutely sure?
Remember that your success depends on this answer so my advice is to take your list of challenges and turn it into a simple survey. Doing so within 90 days of your launch will validate your product marketing strategy and the research that you have done.
So here’s what to do…
- Launch Survey
You may have some conflicting data that you need to clarify or challenges/frustrations that need to be prioritize. There may need to do some more digging in a particular area or you may need to find out how people value one solution over another. So first establish the goals of your launch survey that will help you create the right product for the right segment of your market.
- Choose the software to use
You need web-based software. Here are two recommended, affordable services you can use…
- Create the Questions
Keep it short and sweet and remember that you will gain some important insights from the comment box at he the end. Here are some sample questions to get you started
– What are your two biggest concerns, issues or worries about … ?
– Put the following challenges in order of priority
– If we were able to solve these frustrations, how would that impact your life?
– If you could add one feature to this product what would it be and why?
– What are your top two questions about … ?
- Set up
It is time now to set up your survey. Log in to the software and create a new survey. For the fill-in-the-blank answers, make the comment fields 55 characters wide and 8 lines long for best results. Do a test by taking the survey to make sure everything is working fine and looks the way you want it to.
- Give an incentive for the best answers?
If you offer an incentive, it will be money well spent. Make sure that it is truly relevant to your core market
- Check with your lawyer
There are a variety of laws that apply to offering incentives to complete a survey. So check with your lawyer before going live so that you have all the right disclaimers on your page and won’t fall foul of the FTC or your national equivalent.
- Go Live !
- Drive Traffic
Mail the people on your list and invite them to take the survey. Then drive PPC traffic at a landing page and invite visitors to opt-in to take the survey
- Build in Scarcity
Make a clear closing time and date after which the incentive goes away.
- Analyze the Results
Analyze the results and extract the findings you are looking for:
– Common questions
– Common objections
– Common issues/concerns/worries
– Common wants, needs and expectations
– Surprises or unforeseen issues
– Level of urgency
– Notice the terms and language used in the answers
- Apply the Conclusions
Now apply what you have learnt to your product marketing strategy by improving your product, re-focusing your copy and developing your launch sequence
Always remember that, as people, we are always most interested in our own selfish needs and desires, and not what some product or service does or how it does it (unless it satisfies our own selfish needs in some unique and interesting way).
Having the answers to the questions you have asked is extremely powerful. You can now ‘tune’ your pre-launch sequence so that your message will resonate with the people in your core market, plan a launch sequence to push those all important hot buttons, and ensure that your launch will achieve your goals.
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