5 Top Strategies for a Successful Product Launch

In last week’s post, we discussed How to Set Yourself Up For a Successful Product Launch with proper planning.

Today we’re talking Launch Strategy.

Build Buzz for Your Launch with a Sneak Peek
Offer them something fun and exciting, a taste of the product or program you’re launching.  It could be a free call, a report, or chapter from a book, or even a section from the product itself.

The key to this strategy is that this sample or taste is so high value that they HAVE to have the rest of it, they HAVE to have your product when it launches.

Note: This isn’t a bait and switch type of thing where you’re leaving them hanging right before you share the ‘one’ thing they need to implement what you’re sharing.  Don’t do that.  Make this offer so fabulous that they’re anxiously awaiting your launch day.

Pricing & Positioning
Last week we talked about overall pricing.  Today we’re talking about offering a special price to those who are wise enough to sign up early.  Be careful about the positioning on this.  You’re not offering a discount and don’t offer a ‘coupon’.  You’re offering an incentive or a reward to those who take you up on your offer during the prelaunch phase.

Another option is to have a series of ‘disappearing’ benefits for the fast-action takers.  For example, the first 5 people to sign up can get a special coaching session with you.  The first 10 to sign up can get access to another complimentary product or program, etc.

The Preview Call or Webinar
You’ve probably seen countless preview calls and webinars as part of a launch and with good reason…they work! Hearing your voice or seeing you in video helps make that personal connection and makes them feel as if they ‘know’ you.

This presentation should be informational, but it should also prompt people to want to buy your new product or program.  Use language that lets them know you’ll be making an offer and they’re going to want it!

Be Predictable
Find a plan that works and be consistent with it every time you launch.  People crave consistency and if you provide that to them, they’ll learn to trust you and buy from you.  If you consistently use the same ‘schedule’ or ‘system’ to your launches, they’ll know what to expect.  Be consistent in your branding, the spacing of your promotional emails, your reminder emails, etc.

Be Social
It helps to start this process well before your launch so that you already have some social media engagement already happening, but it’s never too late to start!

  • Use a promotional or editorial calendar and plan your social media content leading up to your launch.
  • Invite people back to your site to read your pre-launch content.
  • Create a stand-alone video leading to your product or program and market and promote it.
  • Make sure your affiliate and joint venture partners have great social media posts to help you promote the launch.

 

 

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