- by Rory Ramsden
Explaining how the larger changes in society are impacting the people in your niche and then spelling out the dangers that these high level trends present puts your product launch in context. It cannot exist in a vacuum. It explains the opportunity that is perhaps hidden from their sight. And it frames your launch. If people don’t buy your vision, why should they buy your product.
Bill Gates’ vision was to put a computer in every home. IBM didn’t buy that and missed out on one of the biggest business opportunities of the 20th century. They didn’t see the threat that the PC was to their business. They didn’t see the opportunity that was presented by the new technological trends. They missed out big time…
Being able to to express these larger concepts in language that the everyman can understand does not require you to have some secret sauce or expensive copy writing skills. It requires you to have a system. One that you can rinse and repeat as often as you like.
Here are the three fundamental forces that impact peoples lives:
#1 Economic – Briefly describe what has changed financially in the market that makes your big idea relevant. Are customers wealthier ? Is more credit available ? Is financial optimism higher ? Are interest rates higher or lower ? How do the answers to these questions impact the market for your competitors’ products or services? What competitive advantage do they offer to the people who take advantage of the opportunity that this financial matrix presents?
#2. Social – Highlight emerging changes in people’s behavior patterns and how they support your big idea. 70% of US households have bought computers. More people in the world have mobile phones than have PCs. People in the developed world are buying smart phones at an unprecedented rate. More than 5 million Apps were enabled over the holiday period just gone. The trend is as plain as the nose on your face. And the consequence is that your product marketing strategy must have a mobile element especially if you are a clicks and mortar business with a local market. People are increasingly mobile so this is the best way of reaching out to them.
#3. Technological – These changes flatten business models and even reinvent entire industries. They shift demand from one product to another quickly and irrevocably. Steve Jobs reinvented the Sony Walkman and called it the Ipod. He went on to reinvent mobile phones and tablet computers creating a whole new market for digital downloads in the process. He disrupted so many established business models in a whirlwind of product launches over 15 years that his company became the 2nd largest by value in the USA.
If you want to be engage your audience and help them answer the ‘What’s in it for me?” question, they have to understand the context in which your offer is framed. They will then instantly see how it is relevant and be ready to engage with the incredible content included in your pre-launch sequence. The bonus for you is that as the interpreter, the synthesizer of these events, the one who gives meaning where there was none before, you become the authority figure.
Framing your product launch like this means that you will not be leaving money on the table.
Your audience will naturally turn to you for advice. They will seek you out. You will be the guy who can charge the highest prices because people will trust you and believe in you. Your clients will thank you for the privilege of letting them do business with you because framing your launch like this will set a boundary round your community. The people you want will buy in to your exclusive club. Others will be left in the cold, waiting on the other side of the velvet rope whilst your best customers get first access.
Product launch marketing is possibly the biggest leverage point that your business will ever experience. So find out more about how to plan and execute a successful product launch, by contacting me. Even if you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost.
The quick answer is not as much as you might expect. First and foremost we focus on delivering value. We aim to transform your launch from a bottle rocket into an intercontinental ballistic missile. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. We can only take on 2 or 3 clients per year so we can be sure that your product launch gets the attention it deserves. It would be unfair on our other clients if we didn’t insist on this. So you’ll appreciate that we have to be just as careful as you are when choosing clients to work with. Find out more by booking a free consultation with me now