Product Launch Buyology: It’s Not The WHAT Or The HOW, It’s The WHY

Product Launch: It's the WHY

Image via Wikipedia


You often hear marketers talking about the need to explain the ‘what’ and not the ‘how’ in their product launch sequence. This is out of necessity. First because there is no time to explain how your system works in detail but second because if you gave away the farm there would be nothing left to sell


So you focus on the ‘what’


This is the benefits that your product or service will deliver and how these will change your prospects lives for the better. For every feature, there is an advantage and for every advantage there is a benefit. Indeed, if you can quantify the difference between where your prospects are now and where they could be after they have taken action and followed your advice to the letter, you can even talk about transformations.


But there will always be a nagging doubt in their  minds… Unless you can give them the ‘why’ as well.


This is the most important question you have to answer.  Answering it gives people the gist. It identifies the challenge they face and jolts them awake by showing them a new and innovative solution. It’s the start of your launch story. It communicates your fundamental belief, your core concept and shows them how much better life could be if only they had your product or service at their finger tips.


When your core audience buy into this, they will understand what sets you apart from all your competitors. They will believe that they should take the next step with you.


To give you an example of how powerful belief really is…


Around this time 519 years ago, Christopher Columbus discovered America. He set off from Spain because he believed that he could find a faster way to reach the East Indies. He went in a direction no-one had ever been before. He did not know how long it would take. He believed in the quest that he had set himself.


He had no idea that there might be a whole continent blocking his route to the riches of the spice islands of Asia


To fund this expedition, he had to get a rich patron to buy into this same belief too. The Spanish crown saw an opportunity for gaining the upper hand over rival European powers in the contest for the lucrative spice trade with Asia. They believed that the potential gains far outweighed the inherent risks.


Columbus was just a means to an end. Someone who could help them achieve their selfish goals. Someone who could give them an advantage over their rivals.


In exactly the same way, your prospects want to believe in something too. They want to know ‘why’. They want to know the answer to the ‘What’s in it for me’ question just like the King of Spain. Giving them the gist of the powerful advantages and benefits they will gain will hook them into your product launch conversation.


The point is that without this belief  your target audience is unlikely to follow you or buy your product or service. The ‘Why’ is more important than the ‘what’ or the ‘how’


You market research is immensely valuable. It will be the basis for new and original ideas. It will allow you to answer the question that Columbus undoubtedly asked himself when he first came up with the idea of sailing west to reach the East Indies faster… And that question is…


What if….


Becoming a thought leader demands that you understand this ‘buy-ology’ before you can come up with innovative ideas that may at first seem counter intuitive to others. Don’t wait for your competitors to show you the path. Through your research and experimentation – and the insights you derive from them – you too could discover something great too.It may not be a continent or even a country, but it could be a whole new world of technology, ipods, iphones, ipads and much much more…


Your niche is yours to shape by asking the ‘what if’ question and then relating the answer to your audience by answering the question ‘Why’ at the start of your new product launch.


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



Share the love...

Rory Ramsden