- by Rory Ramsden
OK, I’m assuming that you have already created an awesome ebook which is packed from cover to cover with valuable content that your niche will be frantic to buy. If that’s not the case or you’re trying to sell ice to Eskimos, then this is not a magic pill disguised as a product marketing strategy that is going to change your life.
However, if you’ve got the basics down the next step is to boost the perceived value of your offer to the max. You may have done one or more of these things already but bear with me, it’s best to have everyone on the same page before we get to the meat and potatoes.
Here are 5 tips
- Break up the text with images – Images from Fotolia
- Spend some time on making the layout look professional – Fiverr
- Get the text proofread – Fiverr
- Use professional graphics – 99 Designs
- Add worksheets, resource, guides and checklists as appropriate
Now, I’m staying away from the idea of slicing and dicing your book into videos and MP3s because we are pressed for time but doing this will transform your ROI.
Let’s leave that for another time in preference for getting that thing sold.
BTW... I believe that banging your offer up on Clickbank is the kiss of death. Far better to use e-Junkie as your shopping cart. While not the most feature rich option out there it’s more than adequate for your needs and only costs $5 to set up an account so it’s a bargain.
Whilst you are getting the finer points fixed on your ebook, it’s time to start building some momentum in the lead up to your product launch. Priming the connectors in your niche is essential if you want a little buzz flowing through the market’s veins.
Here are a 8 action steps to take…
- Drop an intriguing hint in your in-box magazine’
- Send out an email to your house list inviting them to tell you the 2 top questions they would like answered
- Write a post on your blog covering one of the tips you give away in your book
- If your crowd hang out on a particular forum , drop some hints there too
- Plan a series of tweets around your product launch story
- Do the same on your Facebook business page
- Give your e-book to a few well chosen friends to review
- Offer them an affiliate commission on any sales they make – e-junkie can handle this
The key to any successful product launch is in the planning. Putting all the pieces in place ahead of time, will pay huge dividends when you finally open for business
This is an essential piece. You want to have a really good reason for pulling your offer down after 7 days. Everyone knows that there is an unlimited supply of digital products so limiting the sale to 100 copies for some spurious reason is pretty lame. One of the best tactics is to invoke the help of a common enemy like the IRS or an unexpectantly huge bill from the garage or a family emergency 0r Whatever you come up with has to be 100% genuine.
You’ve no time to gild the lilley with a sequence of videos but you could certainly include a webinar in your pre-launch sequence. They are quick and easy to set up and offer the added advantage of giving you an mp3 of the recording to bundle into your offer. Now is the time to start thinking in sequences. You’ll need a sequence of emails running up to your webinar and then three leading out from it.
Sequence #1 is to build buzz and anticipation
Sequence #2 is to thank the attendees for joining you and for buying
Sequence #3 is to coax the ones who joined you but did not buy
Sequence #4 is for the no-shows to tell them about the replay and when it’s coming down
Tip: Doing a webinar is a cool way of building in scarcity. Your prospects have no idea that you are doing a launch until about the 45 minute mark – assuming a 60 minute session – when you pivot to talk about your offer. Up until then they have just been enjoying your great content. Having a buy now button pop up after you’ve detailed your offer encourages your audience to buy there and then especially if you simply say that your offer closes when the webinar finishes.
The beauty of this quick launch technique is that it takes 7 days or less from start to finish. The Q&A session at the end of your live teleconference will highlight some areas you need to refine and others that you have to add. You will very quickly be able asses the demand too. If it’s a flop, no harm done. If it’s a success, aim to boost the value of your offer by adding video and mp3 to it. Then your 2nd product launch will be at a higher price later with a more tightly focused offer.
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