- by Rory Ramsden
Swimming against the current may be a lot more difficult than the reverse which is why only the fittest strongest Coho salmon make it up river to the spawning grounds at this time of year.
Here’s my philosophy
Take the salmon’s example. Since fewer make it, they have less competition. I love the fact that it’s “just a little bit harder” for most people to create video products. That makes the ones who do stand out more. It makes their products have a higher perceived value. Your positioning in the market is stronger… and you make more money
And because your clients can see and hear you, they get to know you better. Being anonymous on the web may be appealing but it’s no way to stand out in a crowded market place.
I like it that it’s “just a little bit harder” because I know that the majority won’t go there. They’ll give up and melt into the crowd. In this economy, the winners are the marketers who are prepared to take it on by going the extra mile.
Many give up on the idea of doing a product launch because they take effort. They take planning. They are certainly harder to put together than a webinar but that’s what makes product launch marketing so appealing
Everyone and his wife is singing about how effective webinars are at ‘making the sale’. They are easy they say. To me they are just the flavor of the month. Soon they’ll be viewed just like an old long copy sales letter. Boring…
But they do make excellent filters
Give excellent value in a webinar by ‘moving the free line’ then follow up with an email sequence for a quick launch and you will have loads of pre-qualified traffic landing on your sales page. They will identify with you because you will have given them the time to get to know you, not as some hyper active sales dude but as someone they can trust.
Ramp it up a couple of notches by using a series of webinars to position yourself as an expert authority in the run up to your pre-launch sequence and you will build momentum too and pre-qualify PPC traffic even further.
Yes… It certainly harder to do a product launch but the rewards are phenomenal too. I ran the numbers yesterday to show you just how amazing those rewards really can be. So don’t think easier… think harder. Look for those marketing strategies or tactics that require just a little more effort. Those are the things you want to do, because most people won’t do them. And if you do enough of those things, you’ll start to develop a competitive advantage.
Just like a Coho salmon, you will be stronger and fitter than all the other fish in your river – that’s a niche to a salmon – What you do will have an impact. Gaining traction will become easier. You will attract new leads to your sites through word of mouth and each time you do a product launch, if only once a year, those dormant prospects will coming running because they will remember the last launch you did.
Bottom line: It may be harder to begin with but the more you do, the more well developed all your launch systems will be and the more quickly your sales funnel will become a greased slide. And you’ll make more money than any of you competitors
So, guess what… You’ll be able to pay more than anyone for new leads. You won’t just survive, you’ll thrive
– You may be wondering how much hiring a product launch manager will cost and 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