How to Successfully Launch Your Product Online Part 1

A successful product launch can scale your business overnight! We all know how overwhelming launch time can be! There is a lot to learn and a lot of deadlines to meet, this step-by-step guide will help get you started and on the path to a successful launch!

What's covered:

Building the Buzz

Building anticipation for a new product is arguably the most important aspect of launching a new product. How can you get someone so excited about your new product that they’re literally waiting for the doors to open so they can whip out their credit card? These are the five phases of building anticipation in a new product.

Phase 1: The "Mysterious Hint"

Drop a hint that you’re working on something new. Perhaps hint that you’ve been thinking about a specific problem for some time now and are ready to do something about it.

Be vague. This phase should start before the product is actually finished, but once the product is far enough along that its completion is guaranteed – perhaps when it’s in the final editing phase.

The goal here is to just get people curious about what you’re up to.

Phase 2: Confirmation and a Highlight

Confirm that the product is going to exist. Don’t spend too much time one it; just briefly mention it at the bottom of a blog post or two. Maybe put out a tweet or Facebook post about it. But don’t make a big deal of it yet.

Drop a highlight of the product. For example, “I’ve found a really unique method to do X, I’m so excited to share it with you all. More on this soon.”

Continue dropping these little “breadcrumbs” throughout the launch process.

Phase 3: Selling the Problem

Start writing emails that explain the problem, while delivering value. The idea here is to build up and amplify desire, while still keeping a great relationship with your list by giving them great content.

The best way to do this is to explain the problem, while educating them about the problem and telling them things they didn’t know.

Phase 4: "The Best Thing Since Sliced Bread" (Excitement)

This is when the cloak is dropped, the mask removed and the product finally revealed. At this point, you should already have people curious about your new product; as well as being highly aware of a specific issue that they’d like to solve.

Now you announce that the product exists and will be launched shortly. The tone of the emails switches from informational to “This is the Greatest Thing Since Sliced Bread.”

Of course, not every email should be hype-ish, just the parts of the email that talk about the new product. If you normally have a 90% content to 10% sales ratio, give yourself permission to move that up briefly to 30% or 40% for the sales process. But be sure you’re still delivering 60% to 70% of rock-solid content.

The best way to do this is to explain the problem, while educating them about the problem and telling them things they didn’t know.

Phase 5: Launch - The One and Only Hard Sell

In the five days or so leading up to the actual launch date is the only time when your list should have the experience of being “sold to.”

This is the time to bring out the one-time offer (OTO) – to remind them of scarcity, to bring out the benefits of the product, etc.

This should also be the time when your readers are at the height of their excitement. They should desperately want your product and be almost at the point where they’re willing to commit. At this point, you need to give them a strong final push to make the buying decision.

Email Copy Writting

Email Copy Writing

Getting someone to open an email, become interested in a new product and ultimately buy is not an easy feat. In this article, we’ll go over a few tips for writing emails leading up to a launch, including tips for writing emails to other people’s (JV partners’ and affiliates’) lists.

Building Excitement

The most important part of building excitement is to phrase what you’re doing as something that nobody’s ever done before.

In other words, the more you can make your product sound like it solves a long-neglected problem and the more you can make it sound one of a kind, the more click-throughs and sales you’ll make.

Use power words liberally. Be unabashed in talking about the benefits of your new product, especially as the launch date approaches.

At other times throughout the relationship with your list, you might want to hold back to avoid burning out your list. In a product launch, however, you want to sell as much as you can. 

Think of delivering content as putting “deposits” in your reader’s trust bank. The key in the long run is to make many deposits and few withdrawals. A product launch is a withdrawal, however, so make it your goal to achieve as many sales with that withdrawal as possible.

Conveying Urgency

The other crucial component of writing launch emails is urgency. Even if users get really excited about your product, they probably won’t buy immediately unless there’s a good reason for them to do so.

Always emphasize that the offer is time or quantity limited. Keep reminding them of the fact and drill into them that it’s urgent for them to act right now.

Writing for Other People's Lists

The most important component of writing for other people’s lists is to build trust and credibility. The first time you’re introduced to someone else’s list, you have almost no credibility and need to work your way up from scratch.

One of the best ways to do this is to leverage the existing trust with the list owner.

If possible, have the list owner write the emails and endorsements. If they’d prefer, you can write those emails in their names and just have them edit it until they feel comfortable putting their name on it.

If you can get people to believe in you as much as they believe in the list owner, then the sales process becomes much easier.

If you can convey both excitement and urgency while getting people to trust and believe in you, you’ll have a sure-fire formula for success. Ramp the vibe of the emails up over time, with the language and copy getting stronger and more urgent the closer it gets to the actual launch date.

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Getting Reviews and Testimonials

If you haven’t launched a product yet, how can you get testimonials for it? As most copywriters can attest, testimonials are a crucial part of any high-converting sales letter, especially on the web. If you can get written, audio or video testimonials, your conversion rates will be multitudes higher.

But if you don’t have actual customers yet, how do you get those all-important testimonials? Here’s how.

Start with Friends and Family

If you’re running your own business, chances are you have your own cheerleaders and champions who want you to succeed. They can be anyone from your mom to your running buddy, from your best friend to your former co-workers.

If they have any interest at all in your product(s), ask them to do a review. For example, if you’re selling a dating product for men, just ask any men you know, even if they’re not explicitly interested in the product.

If they think the content is good, ask them for a testimonial. It won’t be as good as having a real customer whose life you’ve changed, but it’s a start.

Give It Away for Free to "Super Customers"

If you’ve been in business for a few months and you’re producing original, useful content, then you’ll probably have a few “super customers.”

A “super customers” is basically someone who deeply and passionately loves your work. They love what you’re about, they love your style and they want to help in any way they can. If they have the means, they’ll probably buy every product you sell. If they don’t, they’ll be advocates of your business, helping you both on the web and offline through word of mouth.

Identify these customers. Build a relationship with them. Anytime you create a new product, ship it out to them. Ask them for a review, preferably on video. Tell them you’ll give them products for free, an $X dollar value, in exchange for a short five-minute video. They don’t need to exaggerate, just tell their true and honest opinion.

Host an Event

Let’s say you’re launching a product that teaches people how to teach their parrot to talk. One way to get a lot of testimonials is to host an event.

Host a free event in your local area and announce it to your list. Send private emails to people you know would be interested, inviting them as well.

At the event, demonstrate that you know what you’re talking about and can genuinely help others achieve the same success. For example, show the birds that you’ve already taught to talk, and teach a bird how to talk, live.

At the end of the event, ask for volunteers to give a testimonial about you or your techniques. People who give a testimonial will get a free copy of the product when it’s released.

These are effective ways to get testimonials for a product before it’s even launched. You don’t need to have a hundred testimonials to launch a product; usually anywhere between three and ten will suffice. Use one of these three methods to get the testimonials you need to launch, then add testimonials as real customers get real results.

How To Build a Killer Launch Offer

Your offer, more than anything else, is what will determine how successful your product launch is. The more “good stuff” someone gets (or feels they get) from a product, the more likely they are to buy. It’s your job to structure it so they really get the sense that they’re going to get a lot by crafting an irrefusable offer for your launch.

Describing the Product in Parts

Rather than creating one “product,” it’s often much more effective to break it up into modules, discs or lessons.

That way, you’re able to promote your product as multiple parts rather than just one part. The perceived value of twelve discs, each with an individual lesson, each sold with spectacular copy, is just much higher than the perceived value of a single product.

Bonuses

Bonuses can increase your conversions by a lot. In fact, if you have great bonuses, some people will purchase your entire program just to get their hands on a particular bonus that they fell in love with.

The “pile on bonuses” technique has been popular with marketers for many years. And for good reason, too – it just makes the offer that much sweeter.

If you can increase the total value of your offer from $40 to $300 through bonuses and still be charging just $20 for the product, they’re much more likely to buy.

Crafting the Launch Day Offer

The offer of what they’ll get if they buy within 24 to 48 hours of launch day is crucial. This is what will get people to either buy now, or likely forget to buy at all.

The key here is to create urgency. The best way to do that is to create a special offer, just for the day of the launch.

There are three ways to do this:

1: To give a special discount, which closes after a certain period of time.

2: To give a special discount, which closes after a certain number has been sold.

3: To use either #1 or #2, but to discontinue selling the product altogether after the allotted time or quantity has expired.

Naturally, #3 creates the most urgency, but can limit your long-term earnings by not letting people buy a product they’d otherwise want to purchase. That said, an offer like #3 can often earn several months of income all at once.

Another way to combine these kinds of offers is to use #3 and discontinue the product after the launch, then make it available for the general audience six months down the line.

The launch day offer is crucial, because it adds the all-important aspect of urgency. Put some time into thinking about what would really motivate your audience to act now rather than later. Ask yourself: what would motivate you, if you were in their position?

Affiliate Marketing

How To Find JV Partners and Affiliates

One of the best ways to get a new product off the shelves is to promote it to other people’s lists. You get to tap into huge wells of existing traffic, many of which have a lot of existing trust already. In other words, you’ll be getting “warm” or even “hot” traffic that’s already pre-sold on purchasing your product, rather than “cold” traffic that often doesn’t convert well.

How do you find these JV partners and affiliates?

Start with Existing Contacts in the Industry

If you’ve been in your industry for a while, you probably know a few other influential people. Contact them first.

Let them know what you’re doing and propose a win-win joint venture deal. Give them the product and let them vet it, as most people won’t promote a product without first making sure it passes their own quality tests.

Announce It to Your Affiliate List

If you have an existing affiliate program, then send an email out to all your existing affiliates about your upcoming launch.

If you’re using a system that doesn’t automatically collect affiliate email addresses (e.g. ClickBank, which just gives you IDs of affiliates), then create a separate list in your list management software for affiliates to sign up to.

Having a list of affiliates is a powerful tool, especially when it comes to things like product launches.

Cold Calling Potential Partners

One of the highest paid personality traits in business is the willingness to pick up the phone.

If you’ve built a strong reputation for yourself already, cold calling won’t be nearly as difficult as you think. If someone’s already heard about you, they’ll be much more receptive to hearing a proposal.

If you’re brand new to the market, you’ll probably have a hard time convincing a “bigger” player to promote you. That said, if you have a great product and can get them on the phone to build a connection, it can be done.

More often than not, deals are done between people who have been in the space for some time. If you have some reputation points already, don’t hesitate to just pick up the phone and call people who you want to be your partners.

Buzz Building and Contests

One fun and effective way to bring on new partners is to host a contest.

For example, give away the latest Apple laptop to the person who sells the most products. Or create a series of prizes, with the first place getting to choose first, second place choosing second and so on.

Contests tend to spread virally in the marketing community. If you have a great prize, affiliates and JV partners who you’ve never even heard of will come out of the woodwork to compete.

Contests and buzz allow you to bring affiliates to you, rather than having to reach out to them.

These are just a few ways to get affiliates for a product launch. Using your own contacts, announcing it to your affiliate list, cold calling partners you want and hosting contests are all proven methods for getting other people to sell a brand-new product.

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