4 Simple Steps to Product Launch Bliss

It’s easy to look at a product launch and experience a feeling of complete overwhelm.

While a successful product launch as a whole is certainly a dynamic and complex organism, it’s really just a series of simple steps… or sequences… with each sequence building upon the success of the one before it.

These sequences include:

• Pre-prelaunch
• Prelaunch
• Launch
• Post Launch

Step #1: Pre-Prelaunch

The pre-prelaunch is the intelligence gathering phase of your launch. It includes identifying objections, warming up your list, attracting joint venture partners, and more. It’s a critical step in the process, as it sets the stage for the success of your entire launch.

One of the most important parts of the pre-prelaunch sequence is what I like to call the “shot across the bow.”

If you’re launching a new product, for example, you can survey your target audience even before the prelaunch begins and start to engage your potential customers. You can do this by sending them to a survey on a website like Survey Monkey, sending them an email, or through social media channels.

Simply tell them you’ve been working on a new product that you’re incredibly excited about, and you would love to get their feedback on it. Explain what the product is, what it’s going to do, and then ask them what they really want in that product.

The beautiful thing is, people will appreciate the fact that you’re asking them. You’re paying attention to them and valuing their opinion. When you pay attention to someone, you’re giving them something truly valuable… and they will generally feel like giving you something valuable in return. This usually translates to you getting their undivided attention during your launch.

It also has the added benefit of building momentum for your “launch conversation” – the ongoing buzz that is created in the marketplace during your launch – while helping you to develop and fine tune your offer and marketing process.

Step #2: Prelaunch

The prelaunch can run anywhere from 4 to 20 days and consists of three to five pieces of content that are of value to your target audience.

At this stage, you really want to begin to deliver incredible value. The more great stuff you give away in your prelaunch, the easier it will be to sell and the higher prices you’ll be able to get. This is also where you want to begin to create a conversation with your market using a unique and compelling story.

Whereas, the pre-prelaunch sequence is usually a lot more subtle and a lot less concrete… once you go into prelaunch, you’re giving away serious content and delivering immense value.

Step #3: Launch

While all of these steps combined make up the entirety of your launch, this step is where you go live and start taking orders for your product. It’s what we call the “open cart” and typically lasts anywhere from 1 to 7 days.

For your first launch, it’s best to stay in the 5 to 7 day range. This gives you time to adjust, make mistakes and tweak things, while still having a successful launch. A one day launch is a very advanced tactic and not something you’ll want to do for your first launch. At the same time, you don’t want to go beyond 7 days, because it’s really hard to keep up the momentum and not have your launch turn into a beg-a-thon at the end.

The most important thing is to have a hard deadline. You want it to end at a specific date and time, so you get a final spike in sales at the end of your launch. This is where planning is crucial.

Step #4: Post Launch

It’s important to lock in your relationship with your new clients during post-launch with a follow up sequence.

The last thing you want to do is get your product in their hands and never contact them again, as buyer’s remorse can quickly seep in. That especially applies if you intend to sell them more products in the future, which you should.

You want to remind them why they bought your product in the first place and of all the wonderful things it’s going to do for them. Welcome them as a new client and give them even more valuable information:

• Tips on how to make the best use of your product
• A list of frequently asked questions, along with detailed and helpful answers or resources for each
• An unadvertised bonus that makes your product even more valuable and compelling

The list of possibilities is endless. Just think about what you’d want if you were them, and then give it to them. You can easily create a series of bonuses in advance during the initial product design and development.

The product launch is an incredibly powerful marketing strategy with a lot of moving parts, but you shouldn’t let it intimidate you. You don’t need to complete every step with perfection, or even close to perfection.

You just need to get started!

Jeff

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