- by Rory Ramsden
Yesterday, we discussed the difference between a ‘challenge’ and a ‘problem’ and decided that each micro niche will be defined by a very specific challenge but may have a common problem. Doing a product launch specifically tailored for each niche will allow you to pluck very specific heart strings…
Going to a wedding has entirely different emotional connotations to going on holiday. If you wanted to lose 6 pounds so that you looked great all dressed up in ‘your best bib and tucker’ for a wedding, your emotional need/desire would be different to the one you are in stripped down to your shorts to go for a swim.
Your audience may feel that a wedding – apart from sharing the happy couple’s big day – is about ‘power dressing’ and looking successful in front of their friends. They don’t want to have them think that they are not successful, now do they? Not having six pack abs may therefore not be as vital as being able to slide into that expensive suit.
Whilst on the beach, everyone dresses much the same. It’s hard to tell a tramp from a millionaire. Your audience may therefore feel more self-conscious about their bodies – Exposed as they would be for all to see – Being 6 pounds overweight could therefore be more about having a flat stomach, looking fit and having the energy to kitesurf all day and party all night.
Doing a different product launch for your weight loss program in each niche means you can tailor your launch story to speak to specific emotions. In the two examples above, they are not the same.
The question is how does the risk to returns ratio compare? Not for you, but for your audience.
This is the question at the zero moment of truth when their finger is hovering over the buy button…
They must immediately ‘get’ the value of what you are offering and consider the price the least important piece in the decision to buy. They must have confidence that you are the real deal. That your offer will quickly and easily get them what they want.
Their belief in your ability and the effectiveness of your system to deliver success in the challenge – the emotional necessity to look great in this case – must be so compelling that they cannot afford NOT to buy.
The beauty of a product launch is that you can tell your story over 10 – 14 days. Right up to almost the last moment, your prospects will be unaware that you are about to launch a new product. They will just be getting great value from the content that you are delivering for free and actually will be starting to get closer to their goal because of it. This builds trust and emotional commitment so when you ask for the sale, the belief will be there.
Next, we will look at why you need an antagonist in your launch story…