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:

  1. Terrific well thought out prelaunch content that engages prospects
  2. Creating a conversation, connecting with them and sharing stories and valuable information
  3. Your offer – This includes your product/service you’re launching, your price, your guarantee and your bonuses.
  4. 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 info@marketingimplementer.com and I can send you some information on my Product Launch Roadmaps I create for clients so they can have incredibly successful launches.

 

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Product Launch Disasters, Delayed Planes & Flat Tires

What do you think these three things have in common?  Well besides the obvious, that we wouldn’t want any of these to happen to us, or wish them upon anyone else…

The commonality in these three things, is each of them has happened to me… Thankfully only two of them have happened in one week, the other one occurred many moons ago.  So the two I had happen to me this week are the flat tire and the delayed plane.

The ironic part about the delayed plane is not once in my 7 trips I’ve taken this year was I ever delayed or have any issues flying.  So the one time I’m not traveling for more than 30 days, but my son is, he gets this incredible delay.  He’s only 12 and flying alone. He was supposed to leave on Sunday afternoon at 4:50pm for a short flight to Portland, Maine. He’s visiting his aunt, uncle and cousins.  There was bad weather and the plane was delayed 5 times.  When it was 8:30pm and we were in the President’s Club, trying to access our situation, the plane was delayed again until 11:50 pm. That’s when I made an executive decision that he wasn’t going to be leaving tonight. It was scary enough this was his first flight alone, and then he’s leaving at such a late time.  So the agents at Continental were awesome and were able to book him on the next flight in the a.m. for no charge. (Albeit, that plane the next day was delayed 2 hours, but eventually it did take off- yeah!)

Then as my son and I were driving back from the airport (mind you he had been there since 3:30pm and it was now 9pm) I hear this funny noise and the car starts pulling to the left. Thank goodness there was traffic and I wasn’t going that fast. So I pulled over on the side of the highway. I very carefully got out of the car to check out the tire and as the cars were literally whizzing by my head going at least 80 mph,  sure enough, the tire was flat. It was bad too.  (Check out the photo- see that ragged edge all around the tire- not good.  I couldn’t take the photo while it was on the car- way too dangerous, it was on the drivers side front tire).   So I safely got back in the car and called AAA.  This had happened to me before at night like this, so I was pretty calm and I knew how important it was to stay calm.  So we hunkered down with the hazard lights and headlights on.  After a few minutes we were visited by a state trooper who wanted to make sure we were ok.  He said to keep all our lights on and to keep our seat belt fastened. That didn’t make me too comfortable, but I totally got it and said a little prayer that we wouldn’t end up as a statistic or casualty of the Route 78 west in NJ… And my son was so cool about the whole thing.  He laughed at one point and said “well we needed an excuse to spend some “quality” time together.”  He can be funny under pressure…  

It only took 2 more calls and our AA angel arrived and made us stay in the car while he jacked it up and changed our tire. Now that was kind of weird, but safety first.  So it only took 75 minutes, then we were back on the road with the spare on making our way home.

It’s these types of experiences that keep me grounded and centered. To me my life now and going forward is simply about being in THE moment, not thinking about the past or the future, just about being in the present, the here the now…

So this brings me to briefly touch upon my experience of being a part of a product launch disaster.  If you haven’t seen Jeff Walker’s video on this, you have to check it out.  I learned everything I know about making money online from Jeff Walker’s Product Launch Formula and from being in his Platinum Product Launch Manager Coaching Group. (That photo is when I first met Jeff over 3 years ago at his first ever workshop for Product Launch Formula 1.0)  So over 3 years ago when I first started doing launches I had my own failures.  The real secret to doing a kick butt product launch is having an incredible tech person on your team. This is what hurt me on one of my earlier launches.  I have many more tips for you about launches. I’m dedicating my June newsletter to launches and product creation.  So… if you’re not on my printed newsletter list, sign up here so you can get all my behind the scenes secrets about launches.

Here’s to staying in the moment, being grateful and not letting the little stuff like flat tires and delayed planes ruin my day… I truly have so much to be grateful for.  Your thoughts?

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