- by Rory Ramsden
You may have a prefect pre-launch sequence, a crushing offer and a product to die for but if you don’t get your product launch started in the right way, you will certainly be disappointed in the return on investment you achieve. You know the power of your launch is in the three step sequence where you first identify the opportunity, then educate and finally show your prospects what impact the solution will have on their lives and how it will make them feel. Well, before you can begin this process there are 5 key steps that you want to take…
#1. Build Authority – Your product launch will position you as the go to guy in your niche but first you have to get your name out there. People have to have seen you around. The simplest way to start is to build yourself a blog and then post articles regularly than clearly demonstrate that you are a master of your chosen subject. This is your base. From here, you want to post video book reviews on Amazon targeting authors in your field. Post these on youtube.com as well and develop your video marketing channel further by linking these through to your Facebook business page too. Now you have started your social media campaign, follow through by creating a twitter account and searching for people who tweet in your chosen market. Follow them, re-tweet their stuff and connect with them one-to-one. Invite people to guest post on your blog and join you on webinars too.
#2. The Zeitgeist – This is all about rooting your product launch in the ‘now’ by putting your finger on the threats that face your audience and explaining the impact that these could have on their lifestyle and the way that they do business. We live in revolutionary times. The old ways of doing things will die to be replaced by cutting edge technological solutions that will transform the market’s expectations. You want to put yourself in the position to guide your people through the changes at are inevitable. This will reinforce your position as the authority figure and build your credibility too.
#3. The Teaser Campaign – This is the first stage of your launch. Your object is to generate inquisitiveness. To generate Google searches around your product or service. Now you step up your video marketing campaign by producing a video trailer for your product launch. It should seem to be going in one direction like an announcement for a new car for instance, sort of like a new car commercial, then … whoops… it’s suddenly about turn and that piece of common culture is turned on its ear. It’s like ‘Whoa, what happened there‘ as it makes a hard left and says, no, this is not what you think it is. You thought I was talking about X, but I’m really talking about Y…. Follow this up with a controversial blog post, that is focused on shaking people’s preconceived ideas even further then finish the job by taking the whole discussion one step further during a teleconference or webinar.
#4. The Stimulus Campaign – Now move seamlessly into your ‘stimulus campaign’ by releasing a special report or manifesto that expands on the principles you set out in your controversial blog post and give it away for free in exchange for your visitor’s email address. This is where your subscription rates will multiply to reach new heights. Don’t forget to publish your manifesto on Amazon’s Kindle platform and also as an Ibook too. The more downloads you can get the better so be prepared to do some Facebook advertising too. This is where that authority building strategy gets to pay off as you invite the contacts you have made to join you to discuss your manifesto agenda in more detail still online. No doubt, one or two will be potential JV partners so don’t forget to pay particular attention to these people as you move to the final stage in your campaign to get your product launch started.
#5. JV Education –Your goal is to ensure that your affiliates have the right mindset when they start to promote your launch. You want to ensure that they steer their people’s attention away from you, the author or product owner, to the context of the launch – the zeitgeist – by focusing on the threat that is facing them and the implications that this threat has on their future well being.
Framing your product launch properly will set up your audience to be receptive when you fire the ‘shot across their bows’ that signals the start of your pre-launch sequence. These are the 5 missing steps that make the difference between an OK launch and one that goes off like an intercontinental ballistic missile. Don’t forget step #5 either or you could find that your affiliates are sending out lame emails that do more harm than good.
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