- by Rory Ramsden
If you think that a successful product launch
simply involves signing up a few affiliates,
interacting a bit on Facebook and Twitter
and then emailing your list a couple of times
then you are sadly mistaken.
You are right in thinking that you don’t have to be a rocket scientist to make it happen but there is a simple process that you have to follow. And as you may have already found out it is often the simple things, the most elegant things that are the most difficult to execute effectively.
The first and most essential step is to devise a well thought out product marketing strategy. And at the core of this is making sure that your product, the one that you have spent so much time developing, is truly in sync with what the market wants to buy.
“Your product must provide the solution to a clearly defined pain or frustration. It must be focused on a hungry market with money to spend. Don’t try putting lipstick on a pig.”
Your aim is to over deliver on value whilst under-promising on results.
This way you will build your credibility and authority. You will be building a list of clients who will buy from you again and again. This customer value will ensure that you have a long term business. Not a Flash in the pan.
Doing a product launch will position you in the market as the expert. It is this positioning that will make you the go-to person for the answers that your market is seeking. Making your clients come to you means you are the one who is calling the tune. This is a powerful place in which to find yourself.
Here are the two primary capabilities you need to possess if you want to pull off a successful product launch:
- The ability to identify, follow and execute the critical elements of a plan (you don’t have to create the plan yourself you can hire a trained product launch manager to do that bit for you)
- The willingness to engage with your audience and respond to their feedback in an open and transparent way
If you are not the ‘real deal’, your market will sense it. There are enough shmucks out there intent on putting lipstick on a pig. Make sure that you are not one of them…