- by Rory Ramsden
When doing a product launch it pays to have a clear goal. You can then measure your success against it whenever you choose. Not doing so may leave you mis-judging your achievements
Money or Positioning, these are two outcomes, here are 5 more..
#1. List Building – You don’t build a list to sell a product. You sell a product to build a list so by the time you close your shopping cart your customer list will have been boosted not to mention your prospect list. We all know that the first is 15 times more valuable than the second but maybe they didn’t buy because the timing was wrong or because they were involved in another project or indeed because your offer did not knock them off the fence but the point to realize is that your prospect list should be warm and responsive and ready to buy in the future if you can only put the right offer in front of them.
#2. Attract Joint Venture Partners – You will come up on your competitor’s radar pretty quickly when your product launch makes an impact amongst their core audience. They will be watching how you handle yourself and no doubt will subscribe to your list. When they see your offer converting they will come banging on your door asking to promote. There’s nothing more attractive than a proven sales funnel with an offer than converts. They know they will make money and they know they won’t burn their list in the process.
#3. Attract Business Opportunities – Doing a successful product launch will take your business to the next level. This is where it gets tricky. Your fellow marketers will ask you to promote for them. It’s important to reciprocate if someone has promoted for you. That’s why you have to choose who you work with carefully at the very beginning. If in doubt, say no when they ask to promote for you
#4. Boost Staff Morale – You may see a years worth of sales in your one-week launch period so your employees will be blown away by the experience. They’ll be grinning from ear-to-ear at what their launch team achieved
#5. Set You Up for Continuing Success – If you’re smart, you won’t go for a big launch straight away. You’ll want to build up to one by doing a beta launch first to a segment of your list. That way you can get feedback and optimize all your systems first. So plan on doing a succession of launches knowing that every succeeding launch in the sequence will be bigger than the last. Like thunder rolls across the sky after a lightning strike, you’ll ramp up your ROI and transform your business into an onrushing express train.
Oh… and did I mention that you’ll make money and position yourself as the the Go-to-Guy [or Gal] in your niche. When you speak, people will listen because they like, trust and respect you. Your e-mail open rate will soar.
The question that I asked was… Do you have to choose ?
Well, I look at it like this… First you have to define what success means to you. If your smart, you’ll realise that if you first help others to get what they really want by giving value, over delivering and under promising, what you want will naturally flow from that.
Your happy customers will want to reciprocate. They’ll tell their friends about you, they will give you testimonials, they will defend you against nay-sayers, they will want to buy from you over and over again.
So the money you receive is just a measure of how successful you have been in helping ‘your people’. It’s a by product
Your most important product launch goal therefore is to position yourself as the though leader in your market. Do this successfully and all sorts of things will happen. Some you will be expecting. Others may be beyond anything that you ever thought possible. That’s why you must have a clear idea of where you want to take your business in the medium term too.
Each launch will be step towards this. And each opportunity can be measured against it. You will quickly be able to choose which one will take you closer and which will just be a diversion. Being true to your customers and prospects is crucial. They will drop you like a hot brick if they feel you have sold out
So now it’s time for you to choose… The money or the positioning?
– 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 up front. We like 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 cash that gets dumped into your shopping cart. 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 –