- by Rory Ramsden
I’m going to go over the 8 key elements of a successful product launch.
It occurred to me that it would be cool to get some information out
there in this short post specifically about what I do to make a product
launch generate lots of money.
I’ll follow up with a few videos to illustrate what I mean but for the
moment just treat this as a heads up. Most people think there’s really
just 3-4 or maybe 5 or sometimes 7 but there are actually 8. Some are
really easy to put into action and yet people just aren’t doing them,
which is maybe why they aren’t getting the level of response or results they expected.
Anyway, here goes…I’m going to just walk through them now. We’ll start with the top line goals and then I’ll drill down into each one in more detail in the following posts , so you can see the amount of detail I go into…
Steps 1 & 4 are all about momentum building in the run up to step 5 – Your Pre-Launch Sequence. They are about stirring the pot and making sure that people know something is coming down the tubes without letting them know exactly what. Then you have the launch in step 6 which is followed by 2 others that you may have seen but not realized the full impact of
Here are the 8 key concepts:
#1. Topicality – This is all about tying your launch into the zeitgeist; Making it is as culturally relevant as possible; Tying your entire product launch to an event or incident that makes it relevant NOW
#2. The Teaser Campaign – The purpose is to inspire prospects to start seeking out information about you, and/or your product. It’s designed to create enough, “hmmm, that seems interesting, I wonder what that’s all about” type reactions to stimulate a few Google searches, or get some forum posts, or to just incite enough curiosity to stick in their minds somewhere.
#3. The Stimulus Campaign – This really takes place about two weeks before the launch. The purpose of an agitation campaign is to bring the primary problem that your product will solve into sharp relief. But it has to do it in a very clever way. It’s based on an inciting event.
#4. The JV Education Campaign – This is super-important if you want your affiliates to do a good job for you and for themselves. It goes far beyond sending them email swipe copy. It’s about framing your entire launch right. And it really lends itself to a concept called cheese and whiskers – a Dean Jackson concept – More on that later and why it’s so important that you want to deliver cheese and not whiskers to your market.
#5. Pre-Launch Sequence – which is all about expressing your vision, building buzz and anticipation and turning prospects into disciples by teaching some neat tips and tactics to get them closer to their goal
#6. Launch Sequence – There is a lot going on in the background during the actual launch during the time your cart is open and includes Step 7 which, is…
#7. Social Engagement – This all LIVE, event-based and focused on motivating your prospects in the final few days before the end of your launch period. Social proof is one of the big benefits not to mention boosting your conversion rates too
#8. Customer Satisfaction Campaign – Otherwise known as your ‘Stick Sequence’ in which you stamp out any lingering feelings of buyers remorse by quickly getting your new customers to engage with what they’ve just bought…
I’m going to focus on completing the momentum building pieces first. That’s #1>#4 before covering the rest.
Most people believe that a product launch is just a series of three videos that establish the need for a product and then explain it’s features and advantages before asking for the sale. You may well have tried to reverse engineer one of these without getting the results you were expecting and now realize that there’s a lot more to a product launch than meets the eye.
Those 3 videos are really only a fraction of a complete product launch campaign. In fact, it’s only part #5 – the pre-launch and there’s a lot more to that than just a few videos, you can be sure. Not to mention, the other 7 pieces which are just as crucial. Stay with me on this what I am going to give you in the next few days could make all the difference to your business in the coming year. ‘ll cover the reasons why you don’t want to leave anything out in the coming few days…
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