What in the world IS a product launch anyway…
Well, I’m writing this from 36k feet in the sky, heading to Arizona to attend Jeff Walker’s Product Launch Formula event and we also have our Product Launch Manager Platinum Coaching Group meeting. The interesting thing when I fly is I often get asked the question of what I do. And when I tell them I work with entrepreneurs and business owners to create information products and do their online product launches, they always ask me, “What is a product launch?” and they want to know more about them.
So I thought this might make for an interesting blog post. A product launch is an advertising event that promotes a new product, service or business to the market place. These can be done offline and online. I’m going to give you the Online Product Launch 101 course. The best thing about a product launch is that you’re creating an event and an ongoing conversation with your audience, along with giving them some great free, valuable information that leads up to the launch date, which is when you open the cart to sell.
Product Launches usually take anywhere from 7 to 20 days. It all depends on how much content you have, how much response you get during your prelaunch period and when it’s best to open and close the cart. The key to selling during a launch is knowing when to open and close the cart. And using some great tactics from Robert Cialdini, mostly scarcity, you will open and close the cart within a short time frame – 7 days or even less – and when the cart is closed they won’t be able to get your product/service again.
The period of time where you’re giving away free valuable content and before you open your cart is called “Prelaunch.” During the prelaunch period, the main goal is to create great content for your prospects and allude to how you will be talking about a bigger resource later on. This is key. Don’t just give them free content and then spring on them you’re going to sell them something.
This prelaunch process should be well thought out and planned. This is the big set up for your launch and when you open your cart. Since content is important, I work with my clients to spend the MOST time on this. In fact, the 4 most important factors, I think, in creating and having a successful money-making product launch are:
- Terrific well thought out prelaunch content that engages prospects
- Creating a conversation, connecting with them and sharing stories and valuable information
- Your offer – This includes your product/service you’re launching, your price, your guarantee and your bonuses.
- Having a list of rabid fans who are interested in what you’re talking about and are willing to buy.
There are tons more things that go into successful product launches, which there’s no time for now. I promise I’ll do them on a future post. I just wanted to give you the basics. Plus after spending 4 days at Jeff Walker’s event, I’m sure I’ll have many more cutting edge things to share with you!
If you’re interested in discovering more about creating a successful launch, check out www.CreateAmazingProductLaunches.com And if you already know you want to do a launch and just need some guidance or a plan, email me firstname.lastname@example.org and I can send you some information on my Product Launch Roadmaps I create for clients so they can have incredibly successful launches.