- by Rory Ramsden
The secret to engaging your audience during your product launch is to tell an engaging story.Since the dawn of time, knowledge has been passed from one genration to the next through the medium of storytelling. Once we listened round the campfire. Then strolling players performed in markets and the great houses of the day. Now we are entranced by Hollywood movies.
The fact is that every great story whether it be in book form or delivered by the digital media has a very clear structure and 5 important elements to hook your audience in and make them want to know what happens next.
Here they are…
#1. Entertain – If you set out to entertain and amuse your audience, they will enjoy being ‘with you’. They will have fun. They will want to come back for more. So use humor, be natural, easy and enjoy yourself too. If you do, it will come across in your video or Webinar through your body language and your tone of voice. For example, let’s say you’re on the phone, can you tell whether the person is happy or sad just by his tone of voice…? Yes, of course, no-one has to tell you. You pick up the vibe instantly.
#2. Educate – Now you have your audience engaged and enjoying themselves, you will find it much easier to deliver your core message. The one that will help them get unstuck and moving towards what they really really want. Doing this will build excitement even more. Your credibility and authority will be boosted too making it much easier for people to ‘buy in to your big idea. The one that sets your product launch apart and allows you to dominate your niche.
#3. Empathy – By voicing the challenges that your audience is struggling with. By mirroring their feelings, their beliefs and their ambitions, your people will readily accept you as a kindred spirit; As a friend that they can turn to advice; As a trusted adviser who can recommend solutions to them; And finally as someone who can ask them to take action and make their lives better by buying from you.
#4. Plotline – Your core myth must have a theme. You’ve heard about the three act play. The first sets the scene. The second is where the meat of the action takes place. And the the third is the climax where the plot and the sub-plot come together to deliver a surprising twist that no-one expected. You can take the ‘reluctant hero’ or the ‘local boy makes good’ as your theme but don’t forget the basic structure
5. Moral – The moral to your story is your core message. You want to weave proof elements and clues into your three act play that you can refer back to when delivering the coup de grace which will kill the dragon which is their problem and guide them away from the valley of shadows in which they exist to the sunlit uplands where they can LIVE…
There is obviously more to it than that but if you take a step back from your head long charge to launch your product to discover that any one of these elements are missing in your product launch marketing strategy, you’ll be leaving money on the table.
That’s a cast iron guarantee
Your success depends on you creating a myth which will be truly memorable. When your avatar wakes at o400hrs because his mind will just not rest. It insists on turning over the problems he faces over and over again. It is now that you join that inner conversation we talked about earlier. It is now that you join the fight against that little guy with the negative attitude.
Your story will run through your pre-launch and give it purpose. It will anchor it and give it structure. It will also put you front and centre and position you as the authority figure – a product launch is an excellent positioning tool – The guy who has succeeded where all other have failed. It will build your credibility and show that you are a likeable guy.
The guy who, above-all, wants to help people overcome their difficulties and lead them away from the pain and towards the pleasure. Out of the darkness and towards the light
Leave a comment below and tell us if you have a favorite story or parable that helps you to engage your prospects… Oh, and by the way, 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