- by Rory Ramsden
We’ve taken a detailed look at what your product marketing strategy wants to look like. I even shown you how to put together your product launch budget but I have
not driven home how effective stacking one launch on top of another can be or the reasons why this technique has such a powerful impact. It’s like using the power of earth’s orbit to speed the Mars lander on its journey to the red planet.
It’s a ninja move that leverages the positioning you have created to leverage your results and and take your business to a whole new level.
Every time you do a launch you find ways to optimize your sales funnel. Improve your copy. And ensure that your pre-launch videos push the hot buttons in your prospects’ Limbic brain to boost your conversion rates. If you stack one launch on top of another the impact of each individual tweak is compounded so that the sum of the parts is multiplied.
The first launch will position you as THE authority figure in your micro-niche. But this launch will probably only reach a finite number of people. Those that are on your launch list. This will have certainly grown but with conversion rates of less than 5% there are a lot of prospects out there who are yet to pull their credit cards out and buy.
The second launch you do will bring in more sales, grow your list even more and attract JV partners and affiliates. You are now ready to ‘go nuclear’ and do your first big external launch. The third in the series. This will ramp up your sales even more – remember that you will have to give away between 50% and 80% of affiliate sales revenue in commission – so the ultimate long term benefit from this third will be the exponential growth in the number of people people joining your lists.
These lists are the most valuable long term asset you will ever possess. You will be in the enviable position of being able to push the send button and make money at will… AND drive traffic too
Did I mention that the next product you decide to launch will be pitched at a higher price point and make more individual sales too?
This pricing power will come from the dominance of your authority positioning and from your ability to tightly focus on a new problem that your market is willing to pay more to have solved – The evolution of your original product from 1.0 to 2.0 will increase its perceived value too – Now you are able to cross promote one product to another relevant list and vice versa.
The more specialized your expertise, the more you can charge for it. Just look at the legal profession or medicine to see the truth. These are two hyper sophisticated markets with specialties within specialties. That’s because as a market evolves it fractures into smaller and smaller micro niches. And each time it does, the value of the advice is increased
So if you are in a market which has a few dominant players and you’re finding it hard to gain traction, a little lateral thinking should identify a niche within a niche that you can exploit and quickly establish as your own by stacking launches. Just doing one and calling it quits, is tantamount to leaving a ton of money on the table
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