- by Rory Ramsden
What’s the best way to market your business ? How can you promote your business and get your name in front of as many potential prospects with money to spend ? – Especially when money is tight and you’re just starting up? How can you get the word out about your business and make money at the same time?
Promoting a business is ongoing. It’s not something that you do once and then forget. Whether you’re just starting out or have been in business for years, you want to find a proven process that you can rinse and repeat as often as you like. And that process is called product launch marketing. And it will help your business find new customers without spending a fortune.
Key Concept #1: Market Your Products Not Your Business – It’s what you can do for your prospects that is important. Even if you are in the service business, you want to package those services as products and then create overwhelming offers for each one by bundling in great value.
Key Concept #2: Your Business is a System – Ultimately that system should be designed to make you wealthy. To do that, the main outcome of your system should be to give your prospects exactly what they want at the right time and at the right price
Key Concept #3: Find out What Their Final Outcome is – Your prospects may tell you they want one thing but if you dig a little deeper you will find that that is just a way point on the way to their final outcome. You want to discover that ultimate goal and make it as easy and as quick as possible for them to reach it by applying your expertise and knowledge.
So let’s assume for a minute that you have nailed these three concepts and are now ready to take your new product to market
A product launch is a simple 8 step process that starts by putting your offer in the context of the bigger picture. The one that involves the prevailing economic situation in the country, the impact that technological advances are having on society and finally takes into account people’s attitudes and beliefs right now. Don’t forget to highlight the threats that will impact your customers businesses.
Now that they understand the main drivers behind your launch, they are more likely to ‘get’ the value of your offer. The pain they feel will gain an added urgency. They will see change coming. They will see the threat that it carries. They will want to avoid that at all costs.
So when you start phase 2 of your product launch by first teasing the interest of the people in your market and then stimulating that interest by running relevant social medial marketing campaigns as well as driving traffic at your opt in page, your subscriber list should grow and the people on it will be responsive to your auto-responder series.
Growing your email list is a vital first step in your product launch strategy. Understand that your mailing list does not have to be huge but it has to be warm and responsive. Everyone is wary of sales messages. They are subjected to far too many far too often anyway. So focus on giving great value by helping them get what they want. Cage your marketing messages and throw away the key
Focus on building confidence. Focus on building Credibility. And your pre-launch sequence of events will resonate with your audience through your product launch story. We are all hard wired to listen to stories. Especially one that we can relate to because they reflect what we ourselves feel and believe. In fact, yours is all about how you discovered the solution to your prospects’ problem. The secret that they have been searching for. It’s about you. It’s about why you were so desperate to go on your quest. And, at the same time, it reflects the struggles that they are wresting with.
Your launch story will set you apart. It will allow you to differentiate yourself from your competitors. You want to appeal to the vision that your ideal customer has of himself by expressing his deep seated attitudes and beliefs. Along the way, you will pay it forward by giving away simple tips that helped you overcome the obstacles in your path and will help your people do the same.
Moving the Free-line like this, builds excitement because the people who take action will benefit straight away. Do this three times over your pre-launch sequence and that consistency will grow your authority. People will believe in you. They will have the confidence to take the ultimate decision and buy from you when you ask them for the sale.
Bound into all this is the need to layer one proof element on top of another. There are 21 different types of proof. You want to use the ones that are most relevant. All you are really doing is showing that your product works.
For instance, you may be wondering whether doing a product launch is right for you. Or even whether the process really works. Well, you don’t have to take my word for it. Take Apple. Every time they do a product launch, there are queues round the block at your local Apple store. It’s no accident. They use a very well developed product launch marketing strategy that is based on what we have been discussing.
It’s not rocket science. It doesn’t cost a lot of money. And your product launch is probably the single biggest leverage point that your business will ever experience. Just take a look at this cost benefit analysis…