- by Rory Ramsden
The backbone of any product launch is in the email sequences that you build to run up to and exit from each pre-launch event. Starting with your ‘shot across the bows’ to your launch list the sequences multiply as you segment it.
Let’s assume that you have decided that your pre-launch events will be a series of webinars.
Each one will have a list of attendees and no shows. That makes one sequence of mails to tease interest and remind your subscribers about your webinar. Then there will be three post event sequences. One for those who registered and attended. Another for no shows who reserved a ‘seat’ but failed to attend and finally a third for those who did neither.
Post Event Sequence #1. Registered and Attended – A quick word of thanks never goes amiss but it should also reaffirm the good decision that attendees made by pointing at the approving comments generated on your launch blog. Never miss a chance to use social proof to boost confidence and encourage prospects to join your launch conversation if they have not already done so.
Asking for ‘how am I doing’ type feedback but setting up a simple survey will surface questions and give you insights that you may not have considered before so offering an incentive to those who complete all the questions is a wise investment.
Finally preview your second pre-launch event.
Note: Acknowledge the FAQs in your next webinar and deal with them there and then.
Post Event Sequence #2. Registered No Shows – Your aim is to encourage these people to go and view the replay of your webinar. They metaphorically put their hands up to say they are interested but may have simply forgotten to attend or couldn’t make it because something came up or indeed it may have been a time zone issue so they registered hoping that there would be a replay that they could view at a time of their choosing.
Whatever the reason, play the social proof card not only by referring to the comments on your product launch blog/Facebook Page etc but by quoting the number of people who attended and the success of the Q&A session at the end.
Give them a deadline to view the replay. Offer an incentive to get them to take action
Post Event Sequence #3. Unregistered – This email sequence will be similar to #2 but subtly different. Using the social proof that you have generated, your goal is to push the ‘fear of missing out’ psychological hot button. This is hard wired into us from an early age. If all our friends are going to a party, we want to as well. Tapping into this herd instinct will encourage these subscribers to take action.
Note: Sequence #2 and 3 could contain 4 or 5 mails. Sequence #1 will pivot into previewing your second pre-launch event and then reminding people to reserve their seats before counting down to the day and the hour that the webinar starts.
Whether you are launching a new product or service or re-launching an existing product – email sequences have an important role to play in generating buzz and anticipation not to mention identifying your most responsive prospects and ‘training’ them to take action when you ask them to.
Here are 5 quick tips:
#1. Build a Launch List – Any subscriber to your ‘house list’ should be invited to join your ‘launch list’. They may originally opted in to received mails or and in-box magazine from you every 7-10 days. If you suddenly start sending them a mail every other day or even more frequently, you are breaking that unwritten agreement.
#2. Goal Setting & Structure – Each email sequence that you build has to have a clear and unique goal. Don’t confuse people by including 2 different calls to action in one mail. Keep it simple. Each mail should equally have a purpose and a structure so before sitting down to write your copy map out exactly what you want to achieve with each sequence and with each mail it contains.
#3. Sizzle – You are selling the sizzle not the sausage so if you mention a feature then immediately follow it with the associated advantage and ultimate benefit. Begin building the mystery behind the first product launch event
#4. List Segmentation – Segmenting your launch list allows you to tightly focus your messages according to the groups you are talking to. This will boost open and click through rates.
#5. Write as You Speak – Using the easy everyday language that your people expect will make you part of the community. This subliminal effect will make it easier for them to identify with you. You are in effect a mirror to their emotions, frustrations and prejudices so make sure you get your message accordingly.
Remember we are not only referring to the subscribers to your mailing list. Consider how you are going to engage your Facebook fans by messaging them and develop a strategy to draw traffic from Twitter or any other social media platform like LinkedIn, where your prospects hang out.
Finally, you should also test the response to asking for mobile phone numbers by making this an optional field in your opt-in box. Building a list of these will allow you to reach out to prospects on the move with SMS messaging which is especially useful to send last minute reminders just before your pre-launch event begins.
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