- by Rory Ramsden
Your product launch sucks. You may have been in denial but now there is no avoiding the unvarnished truth. Your audience has voted with their feet. Or rather, they didn’t … They abstained, which is why that launch you thought would reach earth orbit just made enough sales to count on one hand and no more.
So here’s why… This is the brutal truth
You never really made contact with your market or if you once were, you are now on another planet
You remember that book… “Men are from Mars and Women are from Venus” by John Gray. Well, that sums up the chasm separating you from your prospects.
It’s time to go back to the drawing board.
I was on the phone with someone last week. He was an expert in his field so was his partner. They had both been keynote speakers at major industry gatherings. They both had a track record of success and the numbers to prove it. Hell, one of them had been the CEO of a business that was a household name in it’s day.
Together they were a formidable team and yet that product launch didn’t just suck. It was extinct.
Why… Because their product launch had not surgically addressed the challenges that their small business prospects were desperate for guidance on. Not dialling in the launch story so that it addressed the fears, suspicions, attitudes and desires of their tribe had effectively cost them 6 months of wasted time and effort. That is without even mentioning the opportunity cost – lost cash flow from rejected projects that is.
So here’s WHAT to do to avoid the same fate…
#1. Product Marketing Strategy – Set out the structure of your product launch. Drill down and plan your launch sequence. Every word you write or speak must earn it’s place in the process of leading your prospects to your shopping cart.
By delivering ‘free line’ content that gets instant results. You prove that you can help them and they get excited because they are no longer stuck where they don’t want to be.
#2. Launch Story – Address the prospect’s mind set. Clearly identifying the struggle that they are battling will immediately show them the light at the end of the tunnel. At last… they will think… someone who is on my wave length who has the chops to show me how to deal with this pain. What a blessed relief for them AND instant authority for you.
#3. Proof Stacking – As the product champion, you can tell people to trust you on this BUT it’s actually much better to get someone else to tell your prospects what a great guy you are, how your advice transformed their lives, and do this with case studies and previous clients testimonials.
And here’s HOW…
The answer is simpler than you’d think: take time to unplug from your blog, email, social network, and business contacts. Instead, have some casual, face-to-face conversations with people you meet on a daily basis – at the school drop-off or in the market or at the coffee shop or even at home – about their needs, wants, and price points as consumers. Share your product launch ideas and get authentic feedback.
There’s no substitute for face-to-face relaxed discussion. Ask questions and listen. Re-connect…
The sooner you stop drinking the Kool-Aid and get out there in the real world, the faster you can get back in touch with your target market and kick your product launch sales into high gear.