- by Rory Ramsden
One of the key aspects of a product launch is making sure that your pre-launch sequence is truly congruent with your prospects expectations and attitudes.
Your aim is to establish a conversation and build the triangle of trust – credibility, authority and likeability – that is essential before they will even consider buying your stuff
They have to be sold on the fact that you are the genuine article before they will give a moment’s thought to your offer. They also have to buy into the fact that this offer of yours will actually overcome the challenges they are struggling with.
After all, you buy a hammer, a nail and a picture hook because you want to hang that lovely picture of your wife on vacation. You buy them because of what they will do for you. And you buy them from your friendly neighborhood hardware store because they have always given you good service in the past and all your friends swear by them too. You know they can walk the walk as well as talk the talk
So let’s take a look at the 4 step of buying process
Step 1: Awareness – Your prospects may be vaguely aware of your business. They may even know a client of yours but they don’t really understand what you do and have therefore never given you a second thought.
That is, until you start your pre-launch sequence by making a huge promise that catches their attention and hooks them in for just long enough for you to tell them enough to want to know more.
Step 2: Interest – Now your prospect is interested – uncommitted but interested – enough to listen to what you have to say for a few minutes. Now is the time to introduce yourself and demonstrate your track record before showing you really do understand the challenges and frustrations that he is going through by simply listing them.
Your well into your product launch story now. Your prospect is listening hard so you go on to repeat the major benefits of your product… “You’ll have that picture hung in seconds with this innovative new picture hook and you don’t even have to buy a hammer”
Step 3: Prospect – It’s time for your call to action. Just come right now and tell your prospect to put his name and best email address in the box on the right hand side of your video – do it now – He subscribes. You follow up with a series of emails that build on what he already knows by providing more proof that these wonderful ‘picture hooks‘ really are quick and easy to use.
Providing testimonials from happy customers is very powerful. If your product has worked for them, it logical to assume that it will work for others. And, at this point, you have stepped out of the conversation. It’s between your brand advocates and your prospects.
Step 4: Customer – Finally, you answer your prospect’s questions – these are often objections or reasons not to buy – listen carefully and acknowledge the hidden problem then repeat the challenges or frustrations that you know this prospect is suffering. Lead them gently away from that pain to the pleasure of being able to ‘look at that wonderful picture for as long as you like as often as you like whenever you like‘
The risk of not buying from you is greater than the risk of actually trying your ‘innovative picture hooks’ out – the risk reversal – now is the time you make a good offer great by adding an incredible bonus… “you’ll send someone round to hang the picture for them and give them a special low voltage picture light for free ”
Obviously you have a limited number of people who are trained to do this job so there is built in scarcity in your offer. This will get the people sitting on the fence, off it one way or another. Scarcity is a powerful mental trigger that will push your customer to buy.
Your prospects must feel that the offer you are making is so overwhelming that they’d be mad not to take you up on it.
I have used the idea of the ‘innovative picture hooks‘ as an example but you get the idea, I’m sure.
So you have taken your prospects through a 4 stage buying process and answered these 3 questions for them
1. What I do is….
2. What this means to you is…
3. What this really means to you is…
Be careful not to force or pressure people to buy from you. Your product launch strategy should meet potential customers where they are and move them through the buying process at their own pace.
The difference between ‘interest’ and ‘want’
Remember, people may express an interest in your product but this means nothing. There is no commitment being expressed.
If you want to buy something that expresses desire – an intent – and that is why you buy. Buying is an emotional experience driven by desire so your prospects must want….
Tell me your experience of buying by leaving a comment below