- by Rory Ramsden
For a truly kick-ass product launch, you have to connect with your core audience. I mean, really get inside their heads and join the conversation.
You know the one, we all do…
When you are considering a business decision or indeed just considering whether you are going to order another portion of that super delicious chocolate cake, there is a ‘will-I-won’t-I-moment’. That little guy who is always negative about everything you do is right there in the back of your head giving you all the reasons why not
This is the conversation you have to join
When you do, you can be there to repeat all the benefits that your product or service has to offer
Easier said than done ?
We are hard wired to listen to stories. Since the dawn of pre-history, stories have been the tool that the human race has use to teach, to convey meaning, to explain ideas and to provide entertainment
Your product launch story will do the same for your core audience.
Here are 5 must-haves…
Your core myth must have a theme. It could be about the ‘reluctant hero’ or the ‘local boy makes good’ which are two of the most common
2. Big Idea
A successful product launch is based on an original idea. An innovation that sets you apart from your competition. This big idea is what will grab your market’s attention
You must show that you understand the major challenges and frustrations that your market is struggling with. Your product launch story must resonate. Your people should identify this struggle as their own.
Be real. Use the language your customers expect. Express attitudes and interests that they hold to be true
Your launch story is not necessarily about you. But it must show how your product or service has helped your clients overcome these challenges quickly and easily
And then go on to list the benefits, that these people are now enjoying