- by Rory Ramsden
“This system may work for him but it probably won’t work for me” That is the mindset of the majority of your prospects. They are looking for any reason at all to justify a decision NOT to buy. When they wake at two o’clock in the morning worrying about the major problem that your product launch is set to address, your launch story will reverberate in their memory. This is your opportunity to intervene in the battle raging inside their heads. The one between their positive self and their negative inferiority complex.
Successful people have overcome their fear of failure. In fact, their mantra is “Fail your way to success‘ The more things that fail they fail at, the closer they are to finding the system that will work big time. On the other hand, the majority are too frightened even to countenance one failure. They want to remain inside their comfort zone where everything feels warm and familiar.
The magic happens elsewhere…
You want your product launch conversation to stir people’s negative thoughts and then move them to take action by pointing to the threat that could change their lives forever before proving to them that your system really will deliver the results they so desperately want.
So what’s the easiest way to tap into this potential gold mine?
You want to tightly focus your offer on a group of people with the most urgent desire to find a solution to their problem. These are the people who will instantly ‘get’ the value of what you have to offer. These are the people most likely to take action when you ask them to. These are the people who will understand that the risk of doing nothing is far greater than taking the action you recommend.
Your product launch story will resonate with them the most deeply. Here are the 5 steps to writing one that works for you…
#1. Structure – Your core myth wants to 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. Your story should tell how you came to reinvent the solution to the age old problem bothering your audience.
#3. Empathy – Drilling down into the the problems that people face using the language that they expect will resonate with your audience. They will realize that they have discovered someone who truly understand their pain. If you express the attitudes and interests that they hold to be true, you will reinforce the connection you have made and be able to lead your people away from their frustration and towards a better life.
#4. Proof – Your launch story is not necessarily about you. It can be about your clients or friends, but it must show how your product or service has helped people overcome these challenges quickly and easily
#5. Benefits –Focus on the emotional. For instance, if your selling cameras talk about the memorable moments they will be able to capture for all time. The stories that they will be able to tell and illustrate beautifully.
There is obviously more to it than that but if you take a step back from your head long charge to doing your first product launch and find that any one of these elements are missing in your story, you’ll be leaving money on the table… for sure
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 is the glue that holds your pre-launch events together. It will anchor them and give them structure. It will also spell out the difference between your offer and those being made by competitors. It will define the proof that will lead them to seeing you as an authority figure. It will position you as the go to guy in your niche. The guy who has succeeded where all other have failed. It will build your credibility and show that you are a likeable guy.
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