- by Rory Ramsden
If you think that, by some miracle, you will make a ton of money with a killer offer without an engaging product launch story arc to go with it, you’d better think again.
The two go together like a cold winter’s night and a blazing log fire. One without the other is not nearly so appealing
Your story pulls your audience in. They discover they are listening to someone who really understands their predicament and is able to vocalize their pain and suffering. At the same time, they discover an easily accessible opportunity that has the power to change their lives as it has already done for others. They learn how you stumbled onto this innovative solution. The tips you give them get instant results.
People much prefer to listen to stories that teach as they entertain. They inspire. They engage. They pre-qualify your audience ready for you to pivot to your offer. They are far more memorable than a list of dry facts and figures.
The trouble is that you as the product creator are so close to your product that it’s sometimes hard to spot the things that make it really remarkable.
Way back in 1919, Claude Hopkins was called in by a struggling but well known brewer to boost sales. Schlitz beer was on the verge of bankruptcy. Market share was tanking. They were on their knees. This was the last throw of the dice. If Hopkins failed to create a killer promotion, the company would surely close.
He insisted on finding out all he could about how the beer was brewed. He visited the factory in Wisconsin. He asked detailed questions about how the product was made. He wanted to know all the details. The company’s management were not impressed. After all there was nothing special about these processes. All their competitors used the exact same ones.
But Hopkins knew what he was doing. If he was going to relaunch this beer, he had to find something that made it remarkable. Something that would instantly resonate with consumers. So he kept digging for answers. Slowly the company executives gave up their hidden assets. They had no idea of the value that Hopkins was discovering.
They just did not ‘get’ it. They were too close to the product to see the value.
They saw nothing different in how their deep drilled wells gave the purest water; nothing different in how their glass enclosed rooms stopped contaminates leeching into their beer; nothing different in how their bottles were cleaned, re-cleaned, and sanitized a dozen times; and nothing different in the kind of yeast they used or where they got it.
Hopkins was ecstatic. He knew he had found the golden key that would unlock the value in Schlitz beer. None of their competitors had understood the value that beer drinkers everywhere would attach to the care put into producing a perfectly tasting bottle of beer, if they only knew. He would appeal to people’s emotions. He would the connection. He would unlock the perceived value in each bottle of Schlitz beer.
So an evergreen product launch was planned. Hopkins told his launch story. He empathized with his target audience. He took them on the journey from the fields of hops, to the source of the yeast being used, to the glass enclosed brewing halls and the pure water being used. Beer drinkers everywhere responded by making Schlitz the #1 selling beer in the country, just 6 short months later.
The point is that as a product creator, like you, finds it hard not to get too close to the product. Hard not to see a hidden asset as something perfectly normal. Hard to write a compelling launch story that really demonstrates the value that you have poured into your product.
So here are the takeaways
#1. The value of a fresh pair of eyes: You have to let go of the ‘baby’ go out into the world if you want to make money. You have to see it from the prospects point of view. You cannot do a product launch in a vacuum. Bringing a fresh pair of eyes on to your launch team will give it a cutting edge. Your launch story will be refined and re-focused. Your killer offer will really be a killer offer.
#2. A killer offer without an engaging story is anything but despite all the time and effort that went into the brewing of the beer, it was nothing without and the engaging story as told by Claude Hopkins. Creating your product is only 20% of the project that you have taken on. It’s the product launch marketing strategy that will make you the money.
#3. Storytelling engages the market: Hopkins’ launch story resonated with the market because it appealed to their emotions not their pockets. He knew that they wanted to drink a clean tasting beer. He knew that they would appreciate the attention that was lavished on the brewing process. He knew that this was why drinkers would switch brands almost overnight. He knew that making his product remarkable by telling a story would sell barrel loads of beer
#4. Re-launching an existing product: You don’t have to have a new product to have a successful product launch. Claude Hopkins turned a failing beer into the #1 best selling beer in the country by reshaping the offer and engaging his audience. You can too. Doing a product launch in this day and age produces quicker results – We’ve got the technology – But the fundamentals have not changed. It’s all about connecting with your audience on an emotional level through storytelling.
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