- by Rory Ramsden
So you have done the best job you can. Your shiny new product is the best you can make it in
the time allowed. You know that it will crush the competition given the chance. Your product
launch team is pulling together and you’re just about ready to go into pre-launch… or are you?
Look, you’ve got to come to terms with the fact that things are going to go wrong. No-one has ever achieved a perfect product launch. The key is to minimize their impact as much as possible. That’s where those check-lists come in.
Any experienced product launch manager will tell you that you have to check all your systems – internal and external – before your go into you finally open your shopping cart.
For instance, have you actually spoken to your merchant account manager or your bank manager and told them what’s about to happen? They could cripple your business in seconds if they chose to. Building your credibility with these key players is a must.
That’s why it’s always best to start small with a beta product launch to just a segment of your list. It’ll give you the chance to optimize your technical systems, run tests on which copy and which headlines work best and show those two guys the financial implications. They’ll feel a lot happier knowing that you’ve listened to their concerns and proved to them that you are on the level.
Then it’s time to go large with a big product launch. You’ll have the metrics to prove your visitor value to your JV partners and you’ll be confident that you’ll have the resources to pay them when the time comes. After all, you have worked hard to position yourself as the authority figure in your niche. The last thing you want to do is throw it all away by blowing your credibility by failing to pay your affiliates on time and in full
We use 11 check list each with 30 items to tick off.
Product Launch marketing done professionally will ensure a champagne launch day. Done badly, it will mean cold coffee and more stress than you can imagine
What happens if your shopping cart melts under the load of transactions? Are you sure you’re using the right one? Have you checked? If not, you could be in for a big surprise and a lot of unhappy customers.
A tsunami of tickets could flood your support desk. They’ll be overwhelmed even though you hired in extra staff to deal with the mess. What had been eager customers will quit in disappointment. Your affiliate manager will face a deluge of complaints… And it all could have been avoided, if only you had taken the time to run through those check lists.
It pays to have an experienced team around you. Each and every individual will be under more stress than they normally encounter in a month. They need to have a plan B for every situation.
Get your product launch badly wrong and the quality of your product will count for nothing. Your bottom line will be flat lining.
You owe it to yourself. You’ve spent months, possibly years getting to where you are today. This is your chance to give your business the biggest point of leverage it has ever known. You only get one chance to get it right. Make sure your product launch is a success
Before you do, think through your post launch sequence. Do you have a stick strategy? Are your unannounced bonuses really stellar? Is your fulfillment house up to speed? Now is the time to check and re-check
Life is about to get very exciting. You’re about to make one giant step forward… Enjoy!
Yes… You could be amazed by the changes a successful launch will make to your business prospects.
In fact, it could be the difference between night and day. But, first make sure that your new product launch a major success. If you’re not a product launch expert, find one. After all, the future of your business depends on it! Find out how we can help to get your new product launch ready.