Buy, Beg, Bug or Choose To Deliver Value

NEW YORK - DECEMBER 09:  Paul Costiglio, a mar...

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Here’s a quote from David Meerman Scott which illustrates one of the fundamental reasons why product launch marketing is so powerful

You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (Sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.

Once you have zeroed in on what is really frustrating your target audience, you can as David says create something interesting and give it away for free to encourage people to join your ‘house list’ and eventually become a customer.

The content really has to resonate with them.

Your prospects only care about themselves so your ‘lead magnet’ has to show that you understand their problems, be written in the language they expect and give them some valuable insight that results in a moment of super clarity when the light of new understanding flashes on in their heads.

Delivering value in this way is the opening gambit in a new conversation. They’re intrigued. They want to know more. You now have the opportunity to lead them through a sequence of mails that will ultimately allow you to invite them to join your product launch list.

Now is the time to deliver even more free content. During your pre-launch sequence , your aim is not to give away the farm. It’s to focus on the insight that will deliver the most value to your prospects.

The fact that you have put your finger on the one thing that is causing them the most pain and shown them what will quickly make it go away will draw them in and engage them even more.

Note: You have shown them the ‘What’ not the ‘How’

Many people worry at this point that if they give away their best insight their product will somehow be devalued. If this is worrying you too, ask yourself this…

– Does a Hollywood producer put the best or the worst clip in the ‘trailer’ for his new film  ?

– Does a fruit seller put the best or the worst fruit on the front of his stall ?

The answer in both cases is the best.

So when you’re working out the strategy for your new product launch, make sure that you too use the insight that your prospects will value the most in your pre-launch sequence.

Pushing the free line in this way will give your prospects much greater understanding. They will ‘get’ the value of your offer much more readily.

And another thing

If you ‘get’ the value that a product launch will bring to your business but are not sure what the next step is don’t hesitate to get in touch. You can skype – rory. ramsden or even send him a mail on [email protected]




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Rory Ramsden