- by Rory Ramsden
When planning a product launch sequence, your aim is to create a series of virtual events to engage your audience and stimulate the launch conversation.
So how many should you plan for?
What form should they take?
And how does the process work?
Here are 10 tips to to ensure that your virtual events are successful
- Product Launch Event Strategy
The number of weeks/days that your pre-launch is scheduled to take will vary but plan on staging at least 3 online events during that period. They should follow a logical sequence – beginning, middle and end – and remember that your audience will probably not realize – at the beginning, anyway – that you are in the process of doing a product launch
Based on your original market research, you will of course know whether your ‘people’ are
– Auditory: They like listening to learn which would lead you to consider an online webinar or tele-seminar and offer an MP3 download.
– Visual: They prefer pictures. Most of us do so plan on making videos
– Kinesthetic: They like to hold something in their hands and read. So deliver a ground breaking special report as a PDF
– Olfactory: Their dominant sense is the sense of smell or taste. You may think that there is no way that you can address these people via the web but remember, that when you sit down to have a meal, you eat first with your eyes. They get your taste buds going. So use video to reach out to these people.
- Give Value
Plan on giving an overview of your best stuff. A quick start guide that will help people get results fast. Helping your audience address their core problem/pain/frustration by giving them tangible benefits before they have even been presented with your offer will engage them and stimulate the launch conversation. This will get people engaged with your product launch
A tele-seminar should be no longer than one hour. A video could be anything between 10 and 20 minutes. You have to hook the viewer in within the first 10 seconds. Scripting and editing to the best effect is a job for a professional. How sophisticated is your market? If your audience is the internet marketing crowd, your video better be top notch.
- Introduction – Virtual Event #1
Introduce yourself and tell everyone what you have achieved. Your successes and maybe one thing that did not come off quite as well as you would have liked just to keep it real. Concentrate on your track record. Deliver proof. Focus on your audience’s fears and frustrations. Hit them with your ‘Big Idea’. Empathize and introduce them to case studies that demonstrate that ordinary folks have succeeded in overcoming these difficulties. Show the benefits they are enjoying. Finish with a quick intro to your next event and give them a compelling reason to join you.
- Middle – Virtual Event #2
Start with a quick recap of event #1 and show how much it was appreciated by those who were there. There may be people on line who missed it so tell them to go and watch/listen to the replay. Then switch to delivering that ‘Quick Start Guide’ so everyone can get results even folks who are worse off than your avatar – illustrated in your case studies from event #1 – ‘Hammer home’ how simple it is, how inexpensive it is, how anyone can do it. Show the benefits they are enjoying. Do not give away the farm in the process.
- Final – Virtual Event #3
Again start with a recap. Add some social proof. Suggest to late comers that they go and check out your previous 2 events and download the free report if you have one. Then it’s back to delivering more proof and focusing on your audience’s fears and frustrations. Hit them with your ‘Big Idea’ again. Lead the audience to the sunlit uplands where they will enjoy the benefits others – the case study subjects – are already enjoying. It’s important not to get too carried away and forget to switch to the product you are launching. This should happen about 60% the way through.
- Killer Offer
You’re almost there now. This is the important part. Make your killer offer. Re-state the benefits your product offers, your “Big Idea” and touch on the features and how it will be delivered – Digital or big box product or both ? Your choice depends on the dominant modalities again – Your audience should ‘get’ the overwhelming value you are offering.
- Build Anticipation
Decide whether to ‘launch’ – open your shopping cart – at the end of the third event or whether you are going to leave the sense of anticipation until the next day. If you decide to wait, offer an opportunity to ‘cut to the front of the line’ by asking your prospects to opt-in to a new list. This will give you a chance to judge how ‘hot’ the market is and therefore whether to do one more event just before you open the cart.
- Payment Options
Make it as easy as possible for your prospects to push that ‘Buy Now’ button. Remember that they are constantly looking for an excuse not to. Re state the benefits and the ‘fast mover’ bonus. Then finally reveal the price. It should appear such good value that they would be mad not to buy it.
The whole pre-launch process is supported by an email sequence. The webinars are scripted. If you’ve gone down the video route – It’s dominant – then these too will require scripting, production and editing. That’s a lot of copy to write before you get anywhere near the long form sales letter.
Here are two case studies from the Video Boss product launch which you can download with my compliments..
There’s one important job to do between virtual events. Run a survey. Ask the people who attended to give you feedback. You will no doubt surface objections you didn’t think of which you can deal with in your next event.
There are a lot of moving parts in a product launch. Make sure you put together a launch team that compliments your talents. Develop a clear product marketing strategy. If you’ve never done a product launch before start by segmenting your list and doing a beta launch just to test all your systems.
It’s best to get the kinks out of the hose early on so that the water flows smoothly.
Have you got a killer tip to add? Leave a comment below telling us about it
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