- by Rory Ramsden
Let’s face it. When a big player in any niche does a product launch, he sells more stuff at a higher unit price than anybody else. It’s all to do with reputation, authority and belief. People have a very limited time to devote to researching the solutions to their daily problems so when they find a guy who has all they are looking for plus an awesome reputation to go with it, they will buy from him rather than risk making an expensive mistake trying out the new kid-on-the-block
So if you are that new kid, how can you transform yourself into that authority figure quickly and easily?
Presumably, you are already and expert. That implies that you have a depth of experience and the track record that demonstrates success over a period of time. Your peer group may recognize you as an authority but what about your market? If the end consumer does not know you from a hole in the wall, it doesn’t matter how good your product or service is. You will have a hard time selling it at the right price
- An expert has knowledge and experience on a subject but no recognition from his audience
- An authority is an expert who has an audience who trusts him implicitly
The trick is to have people buy from you not for what you know but because of who you are
That way it becomes a lot easier to sell your stuff. In fact, it may even sell itself simply because you have positioned yourself as the go-to guy in your micro-niche. And the best way to give yourself that positioning is through a series of product launches in which you engage with your core audience through a series of carefully structured on line events
In fact, it all starts a long time before you press ‘send’ on the email that kicks off your pre-launch sequence. It starts way back when you position your product to gain the maximum traction as quickly as possible. It starts when you use your expertise to disrupt the market with an innovative solution to an age old problem.
The real money is not in “content marketing” or SEO or social media machinations. All those are components that can help you build a presence across a range of platforms. They make you more visible in the places that your audience hang out. They are just tools to help you execute your marketing strategy.
Think about it – there are innovators like Steve Jobs, whom you admire. Whom you listen to because you respect what they have achieved. These are the leaders in your area of interest. They help you to form your own opinions because through their actions as well as their words, they demonstrate that their vision is a powerful way to move your life forward. It is this that inspires you to learn all you can from them so you can mirror their success.
Here are 5 strategies to make you the leader in your niche
#1 Express a Clear Vision – To make our lives easier, we like to pigeon hole people. We tag them so we can find them quickly when we need them. The trouble is that if you say your an internet marketer, you get filed along with a bunch of other similar people and join an amorphous mass.
To set yourself apart, You have to stand for something. You have to be prepared to upset some people. You have to make yourself memorable. You have to be the tall poppy in the field.
When I started out online, it didn’t take me long to realize that ‘Doing the easy thing is just following the crowd and so harder. Doing the more difficult thing is in fact easier because there is not so much competition‘ I never positioned myself as a “marketer.” I am the LaunchPro. My mission is to help small businesses to leverage the power of product launch marketing to transform their businesses.
My track record clearly shows that I gravitate to and attract only those who are not prepared to accept second best.
Strategy #2: Provide Proof – In another life outside my LaunchPro world and for 20 years, I have lead the athletes focused on sailing in the Olympic Windsurfing events. Their goal is to be the best. They don’t accept less from anyone else. There is no reason why they should compromise and nor should you.
Take a page from my book. When I wanted to establish authority and demonstrate my depth of knowledge I started posting to my blog every day and publishing my weekly in-box magazine ‘Launch’.
I don’t need to say I’m an expert. I give more product launch strategies away for free than most people do in their paid products. That does the talking for me. You need to walk the walk not just talk the talk.
Strategy #3: Don’t say you’re great, let other people say it – The most powerful proof you can provide is to have other people singing your praises. Your prospects are far more likely to believe a personal referral by a third party. The more of these you have the more they will recognize you as an authority.
People don’t believe what you say about you, they believe what other people say about you. So make sure you’re blowing the minds of vocal people so you have plenty of self-promotional ammunition. Do good stuff for others, and they’ll say some wickedly good stuff about you.
So keep your mouth shut about how great you are and focus on impressing people through your actions. Word will get round.
Strategy #4: Ask the important questions and you will dominate the agenda
Others may be sleep walking. Just reacting to events that happen. But by asking the difficult questions, by being on the cutting edge, by pointing towards the future, by synthesizing trends in other industries that will impact the lives of your audience, your insights will build your credibility.
It does not take a rocket scientist to work out that every product launch should have a mobile element. It’s odds on that your audience will have a smart phone or tablet computer. The Kindle ‘Fire’ will only goes to reinforce the fact that your market is mobile not static.
Reaching out to them through what I call the ‘Friction Free Product Launch‘ will boost engagement in your pre-launch sequence and lead to more sales too. You don’t have to build some expensive App either.
Like it or not, popular or not, mobile marketing is a fact of life so get out from behind the 8 ball and integrate this into your marketing strategy.
Strategy #5: Do a product launch
The quickest way to position yourself as an authority in your niche is to do a product launch. Then another. Then another ad infinitum. This product marketing strategy is designed to build your reputation. To give your prospects the time to recognize that you are not only an expert but the authority that they should listen to and ultimately buy from.
That’s the core. That’s what you need to remember. Certainly, work your way up, connect with small and mid-level people to help you grow, but not exclusively.
If you want to BE the authority, you’ve got to mix it with the big players in your market. Challenge them by striking where they are weakest. Position yourself against them. Make them justify their existence. Disrupt the market
Another important point: Apple is just another high tech company. They make laptops, desktops and smart phones. Its a crowded market. But somehow they are seen as something different. No other brand in that market has so many raving fans and for that matter, such a dedicated group of detractors too. For some, it’s kind a cool to be seen swimming against the Apple tide.
The fact is that Apple got to be the second biggest company by value in the USA through the excellence of their products AND the excellence of their product launch marketing
Set your sights on these two goals. Who knows, you may the next Steve Jobs?
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