- by Rory Ramsden
Launching in betais a well established principle on the web. New web software platforms do it all the time by inviting a select group of early adopters to ‘kick the tires’ and feedback reports on what works and what could be optimized. The 900lbs Gorilla, Google, does this too by putting ideas, some pretty half baked, out there in the wild to see whether they stand up to scrutiny.
Why? Because sometimes it’s best to launch a product before it’s perfect. That is to say, that you have done your level best to make it better than any other product or service out there but before you turn the traffic fire hose on and you want to optimize your sales funnel, your copy and your offer.
Perfection is paralysis so doing a beta product launch will tell you where further work is needed
You may be convinced that your offer is the best thing since sliced bread but the only way to get this confirmed is to get your customers to give you their opinion. You can then drop some parts, introduce others and refocus the rest before repeating the process. Each time your launch magnet, your squeeze page and your auto-responder copy will convert more prospects and boost your open rate… Because you will have tested this too
Doing a beta launch requires conviction. The conviction that your market research is the best you can make it. The conviction that your offer is focused on the real desires of your core audience. The conviction that now is the best time to test your sales funnel.
Your product launch strategy may be rock solid but the plan may not survive ‘first contact with the enemy’ even if that is just a small group of prospects segmented from your ‘house list’.
Each time you do a pre-launch event, watch the comments on your product launch blog. The insights you will get are gold. They will allow you to do further refinements on your product and your offer right then and there in the middle of of your launch.
Run what I call ‘How am I doing’ surveys to get even more feedback from attendees. Trending questions can then be covered in your next online event. It’s crucial to acknowledge the input you are given. Show that you are listening and just as importantly responding to the questions and comments you are receiving.
Your passion for helping your ‘people’ will then be obvious to all. This will build your credibility and lead prospects to suspend their disbelief and start to trust you. No sale will be made until these two vital elements are in place.
Offer a powerful incentive
Encourage people to get involved by offering an incentive. The dollar trial is one tactic but it’s not nearly as powerful as FREE or indeed a gift that will resonates strongly. Just tell people what you’ve got, what it will do for them and what to do next. John Carlton call this selling from the front foot.
But you’re not selling at all really. You’re just being straight forward and talking with conviction. On no account resort to hype. It’s just not necessary. Let your offer speak for itself and invite people to try before they buy.
Get the Proof Element
There is a benefit to all this that you may not have realized yet. I mean apart from a fully optimized sales funnel, a killer offer and copy that converts like crazy. And it’s this. One of your last survey questions should be … In two sentences, tell me what impact I have had on your life/business/waste line – insert problem here – and then ask if you may use there comment as a reference.
Having a third party extolling your product is very powerful. People like to hear how others have benefited from using your system. It helps to cement their own feelings of trust in you and will boost the effectiveness of the next product launch in the sequence you have planned.
So if you are wondering how much hiring a product launch manager will cost and 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