Product Launch Strategy Prt 3: Capture, Connect, Convert

 

That’s your product launch marketing strategy in a nutshell.  Capture leads, connect with those people and then close the sale. It’s a simple formula that some find hard to implement. The golden thread running through this process is your ability to connect on an emotional level with your tribe and put your finger on their pain points at will.

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Knowing the answers to the Who, Where, Why,  What,  When and How questions is crucial to your success

 

#1. Who…

 

Joining the conversation that is going on inside your prospects’ heads allows you to synthesize their major challenges into the foundations of your product AND create an irresistible lead magnet that will capture email addresses quickly and effectively

 

#2. Where…

 

Knowing your competition, their products and their ‘raison d’etre’ is crucial to your ability to position your offer so that it faces the least resistance. This is all about disrupting the market by introducing a unique concept to solve an established problem

 

#3. Why…

 

Your launch story tells your prospects about the struggles you have faced and that they are still facing. But it goes on to explain the eureka moment you had and how suddenly the solution became clear. And why, you cannot keep it to yourself. They will quickly realize that they have connected with someone who understands them deep down on an emotional level. The number one question in their minds – Can I trust this guy? – is suspended. Not, you understand, dispensed with completely but suspended long enough for you to prove that you are who you say you are.

 

#4. What…

 

This is the challenge they face. A challenge is not the same as a problem. A challenge is niche specific. A problem can be common to many micro-niches. The challenge was once to put a man on the moon. The problem was how?

#5. How…

 

This is the problem that keeps your prospects awake at night. The one that gnaws away at them. The one that they have almost given up on. Put your finger on this and provide a genuine solution and you will be offering something that they want more than anything… that will convert them into buyers because the benefits you are offering far outweigh the risk of failure.

 

#6. When…

 

Some challenges become more acute at given times of year. There is a seasonal peak demand. It’s hard to sell snowboards in the summer, for instance. The timing of your product launch is important. It has to be congruent with the zeitgeist too – No point in selling a gas guzzling car in times of high oil prices – And, it’s best to avoid squaring up against competitors’ product launches too.

 

6 questions that may seem obvious to some but it’s amazing how many marketers lose the plot. They get so caught up in developing their shiny new product that they lose sight of the big picture. The process of capture, connect and close suddenly gets super hard. It’s then that you should invite a fresh pair of eyes to give your product launch strategy a second look

 

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Rory Ramsden