- by Rory Ramsden
This is part 2 of the product launch video series. Yesterday we covered the opportunity video and the education video. Now, we’re going to move on and look at the last two in the pre-launch sequence. So let’s get straight into it…
#3. Pre-Launch Video – This is about the ownership experience. Focus on what it will feel like when your new clients leverage the product’s training, resources and tools, to exploit the huge opportunity that you now realize exists. In other words, this is what success looks like. This is powerful. People don’t know what success look’s like until you give them distinct examples
Part of your job as a marketer is to have them embrace and understand what their life will be like once you have fixed their problem or improved their situation. So this is what I call the ownership experience. This is what it’s like to be part of the club, to own the solution – not just to own the product – but to own the solution embedded in the product.
About two-thirds through the video you want to pivot and start talking about your offer and what is about to happen. Just in outline, so that people know what the next step in your journey together will be. By now your prospects will have guessed that you are launching a new product so there is no reason to be shy or awkward about this
Just tell them straight that on ‘x’ day at ‘y’ time you are launching your new product and that you are very excited about it. Thank everyone who has stayed with you on your journey together and say how much you have enjoyed their company then tell them what your offer is… in as much detail as you can in the time.
Don’t forget to mention the ‘cut to the front of the line’ mailing list for those who want 60 minutes early warning of when your shopping cart opens. And that’s your pre-launch sequence complete… But for one small informal video which has to be live action with you in front of the camera – I forgot to mention that videos # 1-3 can all be done using screen capture – PowerPoint and Camtasia if you’re using a PC or Keynote and Screenflow for the Mac.
#4. Pre-Launch Video – This is about answering the FAQs… I refer to this video as the ‘fireside chat’ because it is very informal and usually unscripted. Appearing in front of the camera may give some of you tremors. The more you do the easier it gets. Anyway, make sure that you have the main questions you want to answer on postcards so you don’t miss anything out
By acknowledging questions still being asked in the comment section of your launch blog, prospects will know that you are listening and ready to be open and transparent with them. Face it, your offer is not for everyone. This is a good way of making sure that people fully understand the details. Doing this will reduce returns and boost customer satisfaction. Remember, just pick the big ones, the deal breakers, knowing that a question is really an objection. It’s just dressed up in a polite way.
Be yourself and dealing with the issues openly and honestly will inspire confidence and help the ‘probers’ – The analytical prospects we talked about – get the assurance they need before making a decision. Again finish by saying how excited you are to be going to work with your new customers and thank everyone for being with you on this amazing launch journey
#5. Launch Video – This is about your exciting offer… This is what most people call your sales video. Your job is to follow the teachings of my copy writing mentor #1 John Carlton. He doesn’t have much time for people who ‘sell off the back foot’ as he calls it. His mantra is simple…
- Tell people what you have got – The product in every detail you can pack in
- Then tell them what it will do for them – Distill the opportunity and the ownership experience
- And finally tell them exactly what you want them to do right now – Step by step and in detail
Put this up on your sales page. There are email sequences leading up to it and there are others throughout the few days that your cart remains open. We’ll go into those another time…
So that makes a 4 video pre-launch sequence – plus one launch video – designed to deliver the maximum value to your prospects and get them ready to buy your stuff. Please note that nowhere have you been asked to indulge in old style heavy sales tactics. They are unnecessary, tacky and instantly trigger people’s flight mechanisms.
There are 3 components…
- Each one teaches – so that is the discovery of new information that, despite the forces ranged against them, will show them the way through their constraints
- Then empowers people to put that new-found knowledge into action and by so doing change their circumstances. You must articulate what it means to have the power
- And finally gives them the freedom to think about how adopting the techniques you’re going to teach them will lead to a better life. You’ve got to tell them that not only do they have the power, but here’s what they can do.
Launching a digital product like this ensures the maximum audience engagement, creates trust and confidence and boosts profits without heavy handed high pressure sales techniques. It’s natural. It’s fun. It’s like taking people on a journey with you acting as their guide and mentor. You are the authority figure who they turn to for advice and recommendations… And ultimately when you ask for the sale, they are ready to buy from you too
If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is 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’ revenue that your product launch makes. 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