Expert Positioning From Being On The Cutting Edge

Cutting Edge Product Launch

 

People are always looking for new solutions to old problems.By being on the cutting edge, you can disrupt the market and re-invent the status quo to such an extent that you create a whole new market. One which you can dominate as the ‘Steve Jobs’ of your niche. He transformed the analogue Sony Walkman into the digital Ipod. They both allowed people to listen to music ‘on-the-go’ but the Ipod re-invented the solution and transformed the whole music industry in one stroke.

 

As markets mature, the consumers in them become more sophisticated and in so doing demand ever more specialized solutions to the different challenges they face. splintering what was once a large homogenous mass into ever smaller micro-niches.  You only have to look at the professionals practicing law or medicine to see these dynamics at work.

 

You want to constantly strive to be on the cutting edge by launching new products that solve old problems in a new way. People are prepared to pay a premium for ‘quicker and easier’. At the same time,  introducing new methods, technologies, or insights to your market increases your stature.  Do it consistently and you will become recognized as the ‘go-to’ source of new and innovative content in your niche – boosting your credibility and authority in the process…

 

There are 4 key ways of doing this:

  • Bringing trends from the fringe to the mainstream…
  • Being the first to leverage a new technology to benefit your prospects and clients….
  • Being the first to alert your market to a future threat or opportunity…
  • Breaking new ground in your marketing to add more value …

 

What’s new?

 

How many times have you asked that question or one just like it? We always ask friends, colleagues and family members “What’s new?”  We are seekers... seekers of the latest news, trend or threat so we can anticipate and plan our next move which is why being on the cutting edge is so powerful. Being there and providing that makes you the primary source. It makes you the leader. The authority figure. Building this sort of respect and credibility allows you to charge more per unit and sell more units too boosting your ROI in the process

 

As the LaunchPro, this strategy is one of my primary marketing weapons. Here is  just one  example…

  1. The Friction Free launch –  The product launch that reaches out to your prospects wherever they may be. Integrating a mobile element into your launch means that your prospects can find you too whether they be on their tablet computers or indeed from their smart phone

 

All new wave technologies and ideas are picked up by the early adopters before moving to the mainstream. It is these evangelists who spread the word and bridge gap.  The key is to position yourself in front of this wave as it transforms itself from an ocean swell into a wave and finally into a tsunami. By using Google alerts and RSS feeds, you can keep track of this transformation.

 

Also keep an eye on…

  • Aggregator sites of what’s currently hot …
  • Trend sites documenting new and upcoming trends …
  • Recent social bookmarks on topics that impact my niche…
  • Top Amazon Book Reviews that impact my market…
  • Plus many more (like top stumblers, top bookmarkers on DIGG and Delicious, etc.)

 

Put all the data you gather into a “Trends” folder, then you can dip into it whenever you like and see a trend building in front of you.  Just remember to notice who is constantly delivering the best most relevant content. From this in depth research a new product launch will develop.

 

So there you have it.

 

Being on the cutting edge let’s you stay ahead of the crowd and become a valued source of innovative content. Make it part of your product marketing strategy too.

 

Oh, and by the way, 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

 

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Rory Ramsden