- by Rory Ramsden
The holy grail for anyone doing a product launch is engaging with your prospects. It’s a hot topic that launch managers everywhere discuss endlessly. Lots of it is goodstuff, but I always wonder, “What’s all the fuss about?”
There are just two key fundamentals:
- Ask your prospects to talk about themselves, their frustrations, their goals and their dreams.
- Listen to their answers, dig deeper and surface the trending topics,
People like talking about themselves and what they do. They like to have an audience that is genuinely interested in them. They will really appreciate that you took the time to find out what’s bothering them and you will be able to probe for the deeper issues below the surface and what impact they have.
You simply engage them in a conversation
Focusing on your prospects is the secret sauce behind creating a launch story that resonates with your audience. You will be able to put your finger on their hot buttons simply by playing back the issues and the goals that you have spoken about together. Think about a time when someone has done this with you. Suddenly you think, “Here’s a person interested in me and what I have to say. Here’s someone that really wants to understand my point of view. Here’s someone who is willing to listen to me and wants to help me.”
This is bound to lead to a desire on your audience’s part to reciprocate.
And you will be certain that you’re developing a product that is laser focused on the frustrations of the people in your core market. You will have verified your market research in one-to-one conversations. The relationship you will have with them will be much deeper and just as importantly the trust levels go up.
First, your prospective customers will have laid out a road map for you to follow by telling you things that are impossible to divine through on line research – this part of your analysis may lead to conclusions but, for the most part, they will be based on guess work – Virtual face time allows you to confirm your suspicions and surface other issues that you have never considered before. All you have to do is respond to what they’ve said.
Engaging the customer is simple. Putting them first allows you to express a vision that they can identify with. Think of it this way…
You’ve been craving a big juicy burger and a cold beer all day. You’ve put in more than a full day at the office, you’ve worked out, you’ve been good all week – you deserve it! You finally get to the restaurant and without asking to take your order, the server brings you a big salad and a glass of sparkling water. She smiles proudly because she knows she’s giving you the best thing possible to ensure good health and long life. She’s happy in the knowledge that she served your best interests. She’s giving you what she feels is best for you without taking the time to consult with you.
Now, tell me how would you feel?
- Amazed ?
- Annoyed ?
- Disappointed ?
This whole scenario would be so astounding to you if it happened in reality that you may even be speechless but this probably EXACTLY what you’re in the process of doing right now, isn’t it? You’re assuming that you know what your customers want based on your analysis of various indicators and stats that you have researched on line.
This is especially true with web businesses where people apparently don’t feel the need to speak to their prospects or cannot work out a system to make this possible.
Running short surveys – with a desirable incentive – for your customers to complete will surface some killer insights that will help you boost your top line sales. Just being there to listen to their concerns and frustrations will create a bond that was not there before. Those customers will want to reciprocate by answering your questions.
When you take the time to speak directly with your customers, they feel you care about them, they feel important, they feel connected. Oh, there’s one more bonus – There’s the feel-good factor – They’ll feel invigorated to be dealing with a business that is not made up of faceless automatons. A business with real people who care what they think.
When people start to share how they feel about you, and about you taking the time with them it adds rocket fuel to your own excitement and commitment to them and all of your customers. You feel invigorated too.
The market intelligence you will gain will be super valuable
- You’ll get to know their biggest frustrations first hand
- You’ll get to know how best to solve their problems
- You’ll get to know what they value and why
- You’ll be able to create a new product more quickly and easily
- Your next product launch will be a success
- You can select a small group of those customers to beta test it
- Then you can optimize it based on their feedback
- Write the sales copy using their words and phrases
- Make case studies too
- Plus those customers will be advocates for you and your product
- And they’ll do all the heavy lifting for you.
How’s that for social proof?
Now I’m sure that you understand the importance of getting out there and asking your customers what they think, feel and want. If you’re preparing a new product launch, this is one way to make sure that all that time and energy is not wasted. You will have real hard data to base your product marketing strategy on.
Having a customer centered business makes sense. When you do a product launch your customers will already be engaged. They will trust you. They will see you as a respected and respectable business and what’s more they will like you. People prefer to do business with people like that. So get out there and ask your customers what they want…
Your next product launch depends on it.
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