- by Rory Ramsden
When it comes to doing a product launch, you want acknowledge to yourself that nothing is truly original. It’s best to use a system that has been tried and tested before even if that test has been done in another niche altogether. Borrowing effective marketing ideas and strategies from fellow marketers has been going on since time immemorial.
The same is true to say when it comes to creating your own digital product.
But that’s okay, don’t let that bother you. At some point in your product creation process, you’re going to think to yourself, “Crap, this is nothing new. There’s nothing original about what I’m about to teach.” Don’t let that stop you. Just because you are familiar with the concepts – and know who your competitors are – doesn’t mean your audience is. 90% of your prospects will be new to your market anyway so you can be almost certain that they will not have seen your material before.
The secret is that it doesn’t have to be original – it simply has to be 10-15% better than any other product in your niche AND more effectively marketed.
That having been said we now come to the crux of your my point. Before you get to launching your new product you want to think about positioning your offer. Having a fresh approach will put you head and shoulders above the competition and may even put you in a micro-niche all by yourself.
So you want to spin your solution so that it addresses the problem from a different perspective. Being different is good. It sets you apart and makes you a thought leader. Being a thought leader makes you an authority. And being an authority allows you to put a higher price on each unit and sell more of them too.
Burn this into your brain: People aren’t looking for original. They aren’t looking for creative. They are looking for a solution that will get rid of their problem quickly and easily. And they are looking at you and asking why should I buy from you. And they want the answer is 20 words or less.
“The only regatta management software to put your sailing event in the hip pocket of sailing fans everywhere and delight your sponsors too”
“Leverage Your intellectual property to create powerful revenue streams AND spend more time enjoying yourself”
These are USPs – Unique Selling Propositions – They tell my prospects exactly what I can do for them and they tell them quickly. People want to know the gist of what you have to offer. They don’t want to waste time. They want to know what’s in it for them. They may even know what you’re about to tell them, but as human beings we often just need to hear it from someone else.
Personally, I’ve spent hundreds of dollars on training that didn’t teach me something new – and in fact I knew up front it wouldn’t. But I understood my own frail human psychology enough to know that the product would be worth the price because someone else’s voice was telling me to do the things I knew I should be doing, and then I’d finally take action.
Funny how that works, isn’t it?
So remember – don’t let the idea of originality be a roadblock. Don’t focus on being creative either. Focus your expertise on building something that is 10-15% better at solving the problem than anything else. Then turn your attention to doing your product launch and engaging with your audience. That way you will create a powerful revenue stream and still spend more time enjoying yourself…
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