Doing a product launch will take your business to the next level. Stacking one product launchon top of another compounds the results and puts you in a niche dominating position. So why haven’t you done one before? You’ve certainly watched as big brands like Apple roll out one multi-million dollar launch after another. And you know that Steve Jobs transformed that company from almost broken to the second biggest player in terms of stock value in less than 15 years.
So it would make sense to borrow his product marketing strategy and put it to work in your business… Wouldn’t it? But before you start planning your first product launch I want to give you 4 big lessons from the school of hard-knocks.
You see… done right, a product launch will engage your prospects, then fill them with anticipation and then prepare them to buy from you. All without sounding salesy or hypey. Your product launch will position you as the authority figure in your micro-niche and make you their trusted adviser and friend too. And that launch effect is just multiplied when you get a bunch of affiliate partners behind you.
But I’m getting ahead of myself here. If you have never done a product launch before, you want to be conservative to start with. Get some experience under your belt before you go for the ‘big-one’ that will make you a boat load of money. After all, you don’t want to jump into the deep end and find that you cannot swim as well as you had imagined.
For me, the big takeaway is that a launch is a sequence of online events, all held together with supporting sequences of emails, social media campaigns and sometimes mobile marketing techniques too. The key is to give away 3 or 4 powerful tips to move your prospects closer to their goals. This builds the excitement I was talking about and proves that your stuff really works.
But the big lessons are more about the stuff you never see when you are on the outside of a launch. Here are my top four…
#1 Lesson: Get help right from the start – You may believe that you can do the whole thing yourself. That is how you have survived all these years as a solo-preneur after all. But it’s also why you have never really progressed beyond that blessed state isn’t it? There are a lot of moving parts in a product launch and keeping track of them all can prove somewhat trying. So whilst it’s true that you are a self-sufficient capable sort of guy, it’s also true that having graduated from the school of hard-knocks, you’ve learned from your mistakes and have come to realize that having someone to help you put your first product launch would probably save you a ton of time and false starts…. Get help, the sooner in your product creation process the better
#2 Lesson: Expect problems – especially technical ones! Well, of course, you didn’t expect to get it 100% right first time did you? There are always problems when you do something for the first time. And as with all things based on the interwebs, the technical demands you will face are numerous and varied. So don’t be surprised when they trip you up. In fact, plan on making quite a few if you’re piloting your first solo launch. That’s another good reason to invite a co-pilot to join you especially if he has been trained by the product launch concept creator, Jeff Walker, himself. He’ll be able to steer you round the big technical black holes and smooth the whole process too… Trying to save money by using cheap solutions very often winds up costing a whole lot more in the long run.
#3 Lesson: Start Early – It’s never too early to put your ignition sequence into action. In fact before you even create your product would be best. Getting your name out there and starting to build a list of prospects is crucial to your success. There are several stages and multiple tools to put to work in the early stages of your marketing strategy. Even if you are hyper aware of all the elements that go into a product launch, you’ll never be able to see them all in action from the outside of someone else’s launch. That’s one of the reasons that trying to reverse engineer a launch by watching others never really works successfully… Either do it right or don’t do it at all
#4. Lesson: Expect the timescale to double – It’s always good to start your product launch with a target launch date but don’t be surprised if you have to extend this out into the future. If you aren’t ready or more importantly your market is not, you’ll be left with a bottle rocket rather than an intercontinental ballistic missile. On the other hand if you are a perfectionist, there comes a time when you have to stop tinkering with your product and just get it out there in the wild. After all, you never truly know what your people want to buy unless you ask them… Get Feedback after every launch and every part of every launch so that you can adjust your message to suit the market’s expectations.
That’s just 4 product launch lessons to get you started. The question is where can you implement even a mini-launch in your business? What have you got that you can get your list or your social media contacts excited about? When you have the answer, feed some content out to a small number of clients or prospects over the course of a few days and see what happens. Then get some feedback and go again. You will definitely learn something. And you’ll start wondering how you can fully integrate Steve Job’s product launch strategy in your business.
If you’d like to learn more about how to plan and execute a successful product launch, don’t hesitate to contact 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. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now