Things Your Customers Wish You Knew But Are Afraid To Tell You

Product Launch Transparency

Image by Tom Walter via Flickr


Being an authority in your niche is not the same thing as being a know-all… Come clean. Be transparent. Be ready to tell your prospects that you *don’t* know the answer to a question. But be sure to tell them that you will do your best to get the definitive answer and post it on your product launch blog asap


Doing this makes them trust you much more. Being fallible is not a weakness. It’s a simple human condition. So don’t try to be a know-all. It’s unattractive and makes you look like a jerk. Anyone can be one of those too so apologize and move on.


Being self-deprecating proves you’re just as human as everyone else. You’ll be seen as much more like-able if you are 🙂


I grew up on the sea. I learned to sail when I was small so when it came to getting my yacht master’s certificate, it was kind of expected of me to breeze through the written exams. In fact, I made doubly sure and  swatted like crazy until I had it down pat. What I forgot was that my fellow students weren’t quite so sure and needed support.


My tutor took me aside and said quite candidly that I should not ‘try’ so hard to impress. He could  see that I knew my stuff but it would be much better if I helped my fellows rather than be the first to answer every question.


Enough said. I felt like a jerk because that’s exactly what I had been… I said sorry and did my best to make amends by helping others as much as I could. Our ‘Watch’ passed with flying colors…


But you can’t be all things to all men so come to terms with that too.


So getting back to my point, I was talking to someone yesterday who wanted to do a product launch in a fantastic niche. She was in a quandry about exactly how to tackle it. She had not yet put her finger on the one major challenge that her target audience is willing to pay good money to have her solve.


So what’s the solution?


Go out and work at the coalface and find out at first hand what the obstacles are that your people are struggling with. They may be afraid to tell you in a simple online survey but they sure wish you knew about the pain and frustration they are suffering.


This may not be blindingly obvious. If it was, someone else would certainly have got there before you. You have to discover the key that unlocks the money making door to your niche. And the only way to do that with any certainty is to get out from behind your computer and find out first hand… face to face


There are a legion of small companies who have failed specifically because they have not made this human connection


Fundamentally, there are three key pieces of information you must have before you can do a successful product launch...


#1. A complete understanding of the emotional make up of your prospects – This is key. Grasping this will allow you to write your launch story. Expressing the same emotions in it that your prospects are feeling too, will instantly make them feel that they finally found a friend who understands them. Someone they can identify with. Someone who can help them overcome their challenges. This is the basis of any successful product launch


#2. An in-depth knowledge of your competition – If you don’t have an in-depth understanding of their strengths and weaknesses how can you spot the opportunities in your niche and attack it in a new and innovative way?


#3. A realistic appreciation of what you can bring to the table – Your expertise and your experience are important but more fundamentally what are your really strong points. Can you sum up a situation in seconds and instantly see the way to go? Or are you good at following through and completing a project. Or are you a people person who hates the boring details? Knowing the answers to these questions will help you put a team together that can take the market by storm


Don’t get caught up with the delivery mechanisms that you will use in your product launch until you have nailed these three. They are the bedrock on which your success is built. Build a solid emotional connection with your people and they will forgive you almost anything as long as you are being open and transparent with them.


If you make a mistake, say so. When they see you being ‘human’, failing, picking yourself up and soldiering on, they will be less afraid to tell you what they wish you knew and then you will discover the key to the question… How best can I help the people with money in my niche in the most effective way


You may be 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



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Rory Ramsden