Here’s a Product Launch Marketing news flash so pay attention and never forget it.
Be passionate about your business but do not fall in love with your products.
Many business owners have big trouble putting these 13 words into practice. Their hearts over-rule their heads. What drives them is sheer emotional commitment not cold hard analysis of the market. They don’t take the the time to study their core market so they have trouble getting to grips with what keeps their prospects awake at night or indeed what gives them pleasure. They are just blindly determined to grow a business in THAT niche because they are so ‘into’ it.
That’s OK as far as it goes…
But if they want to make money too, these people must let their heads rule their hearts. They will then realise that they have to concentrate their efforts on one single idea if they want to be successful. Their main objective should be to laser focus their product directly at the pain and disappointment which is causing their market such misery. For each significant pain point you have identified, develop a different product.
Take the Ford Motor Company. Their product launch marketing strategy is to target one series of cars at the needs, wants and desires of one niche. Copy them and create a variety of products. Each specifically to target one specific market group.
The Ford Motor Company, in fact, goes one step further. They have brands which are focused on the demographics and psychographics of a particular market group. Each brand has its own range of products aimed at a particular niche market. This should be your eventual aim but, to start off with, just stick with the basic strategy.
And build a well-structured product launch marketing strategy that is tried, tested and proven to be effective.
Believing that your product is the best simply won’t hack it. You have to see the world through the eyes of your core market.
So to ensure the launch of your new product goes off like a thunderflash that illuminates the night sky you have to make sure that it is well researched and fit for purpose. Emotion is all very well but it is not the best tool to use when building a product of any sort
As a product owner or publisher, Its time you woke up to the fact that unless you just want to be just another me-too marketer in your niche you will need to hire a product launch manager to make sure your new product launch is a success. After all, the future of your business depends on it! Find out how we can help to get your new product launch ready. In fact, it would be a good plan to find out what’s in it for you too!