- by Rory Ramsden
I was cruising through a few sites over the holiday period and came across a post on problogger.net by Ankesh Kothariof SuccessNexus.com. This ‘back-to-schooldays’ example of how you make your blog popular applies equally well to how you make a product launch successful. Ankesh quoted psychologist Antonius Cillessen of the University of Connecticut who had done some research on how kids became popular. He had looked particularly at the social behaviors and peer relations of early adolescent kids in American schools.
And he found something very interesting
He found that every school had a bunch of very friendly kids who are socially accepted and liked by everyone. But, and this is the point, they are never considered popular. The kids who are, are often just as friendly as these universally liked kids, but with one big difference… They draw a boundary around themselves, and exclude a few “outcasts” from their circle.
Professor Antonius found that you can’t become popular unless you learn to exclude. He stumbled onto a truth that Chinese philosopher Confucius had described years earlier:
“Build small community and thousands will want to join.” – Confucius
The same principle applies to your product launch marketing strategy. You want to make sure that you focus your offer on a very select group. Do your best to exclude the rest. Aim at the bullseye only. There will be some ‘collateral damage’ outside the centre circle… meaning those people will buy your product too…
How do you create this exclusion zone when executing the ignition phase of your product launch?
Simple… Rock the boat. Create a white paper or manifesto voicing a controversial or counter intuitive concept.
Promote this on your blog, through social media and webinars to make sure that your, what some might describe, as outrageous views are well aired. Challenging the status quo like this, will get you noticed. People, the people who you want to attract into your inner circle, will download your report in exchange for their email addresses because you have piqued their interest.
The others? Well who cares about the others. You want to TARGET your most likely prospects. The ones who will ‘get’ what you have to say the quickest. This is the low hanging fruit that you can pick the most easily.
If kids in school do it and do it successfully, why shouldn’t you?
They are not the only ones to use this ‘exclusion technique’ to get people clamoring for attention.
Look at the exclusive brands like Hermes, Dior and Cartier
Then look again at what other marketers are doing… Selling exclusive access to their inner circle mastermind groups for $100s sometimes $1000s per month.
Being shown what goes on behind the red velvet curtain gives them incredible bragging rights within their close circle of business contacts. It boosts their authority. It boosts the respect that people have for them because they assume that the pearls of wisdom they are dropping come from a higher power that only they have access to… And it can also boost their power to command big fees for consultancy gigs.
So if you want to make your product launch go off like an intercontinental ballistic missile, you have to narrow your niche. That’s one of the reasons why you don’t need a massive list of prospects. It’s not the number that counts its the quality. It’s how warm and responsive those people are. It’s about the relationship you have with that group of people and if you want to make sure of that, you too have to learn to exclude.
I used this marketing strategy with one of my clients, an organization involved in Olympic sailing. If that is not exclusive enough, we made it even more so. We made their sails colored when all the others are white. We made each sailor easy to identify by putting their national flag on their sail and making it as big as possible. We developed an exclusive scoring system and a through-the-line marketing strategy that puts their offline championships online and attracts 1000s of visitors because we can reach out to them wherever they may be through SMS messaging and a mobile optimized dashboard. Now everybody is busily trying to copy them and failing because they don’t ‘get’ the principles and the strategy.
So here’s a goal for you in this New Year.
Identify who you think your best prospects are. Validate that. Then do your best to exclude everyone else.
If you want to be the authority figure in your niche, the guy who everyone turns to for advice, the guy who can charge the highest prices and have your clients say thank you for the privilege then make sure that you laser target your offer on the people with money who will ‘get’ the value of what you have to sell most quickly and exclude the rest. Make them stand in line the other side of the velvet rope whilst your best customers get first access.
Product launch marketing is possibly the biggest leverage point that your business will ever experience. So find out more about how to plan and execute a successful product launch, by contacting me. Even 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. First and foremost we focus on delivering value. We aim to transform your launch from a bottle rocket into an intercontinental ballistic missile. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. We can only take on 2 or 3 clients per year so we can be sure that your product launch gets the attention it deserves. It would be unfair on our other clients if we didn’t insist on this. So you’ll appreciate that we have to be just as careful as you are when choosing clients to work with. Find out more by booking a free consultation with me now