- by Rory Ramsden
Yesterday, we covered the product launch teaser campaign so today we’re going to move on up and look at what’s next which is… [drum roll, please] is the stimulus campaign. This kicks off about two weeks before the pre-launch sequence. Now you’re aiming to highlight the challenge that you want to address. You want to bring it to the front of your audience’s mind.
There is no mention of your product, of course. Your goal is to frame the context in which it should be put and stimulate the pain and fear that people are wrestling with due to a major current event.
This could be the Google Slap or the FTC coming down hard on the use of Testimonials, for instance, or indeed the death of the internet as we know it. These events caused turmoil and heartache to online businesses. So much so that some were forced to quit. Others lose direction until solutions to address the new reality start to appear.
Your aim is to induce or play upon this sort of paranoia by focusing on one such event relevant to your market. Their fear synapses will start to ping. The scene will be set for your product launch to move into high gear.
It goes with out saying that you want to integrate this fear stimulus into your social media platforms and your email broadcasts so as many people as possible know…
- What the looming problem is
- Why it’s a big deal
- What the negative implications are
- And what the solution(s) might be
You can do this by making a video explaining the threat and telling everyone that you are working on a solution.
Or you could write a special report on the threat posed by the new rules – as in the FTC clamp down on back-end sales funnels – Rich Schefren is well-known for writing game changing manifestos that address real problems that online businesses face. His most famous is ‘The Internet Business Manifesto’ which has been downloaded more that 1,000,000 times. It helped to launch him as the ‘guru to the internet marketing gurus’.
Another way is to host a tele-seminar in which you discuss the threat with a recognized authority and take questions from your audience. Frank Kern is another master internet marketer. He favors the live Webinar approach in which he addresses the world in his now famous ‘State of The Internet Address’.
You can also demonstrate the magnitude of the challenge with an info-graphic or mind-map and post it on your blog. These could illustrate the devastating statistics or graphically show the magnitude of a problem.
The point of all this is to…
- Focus your community on a common threat…
- Get their fear synapses popping
- Put your launch story in context
- Grow your list of prospects
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