10 Secrets to a Winning Product Launch
In any business having a successful product launch is essential to keeping the business going. Without new products (or old improved products) coming out, and being marketed successfully you don’t have a business model. Some people are great at creating products and services but they fall flat when it comes to launching the product.
1. Focus on Benefits Over Features
When you create your sales pages and marketing for any product or service it is essential that all the words you use focus on benefits over features. You’ve heard it before, but I’ll say it again: Your customers want to know what’s in it for them. Tell them.
2. Create Excitement and Buzz
Your pre-launch is just as important as the actual launch day when you have the product available for sale. You want your market excited that the product will be available soon to them. Send out sneak peeks of information to your list, social media followers, and your blog readers during product research, development and creation.
A big event prior to launch date or on launch date will create a lot of excitement. Much like a book signing event that authors do in person, your big event should give your market exclusive access to you so that you can present what you product will do for them, and so that they can ask questions prior to purchasing the product. A webinar is a great way to accomplish this task.
Even though we all know that a digital product can be created over and over again without any new costs, it’s still important to create a feeling of scarcity in your marketing. First of all, even if you can sell that information product forever, you probably don’t want to because the information will become outdated. So don’t feel bad about having a cutoff date for your initial offer at a special price. It will get people to act on the product faster.
When you build your list based on this new product that you’re creating, be sure to segment the sign ups specifically for this product, and remove them from this list once they have purchased the product after launch. Segmenting all your lists is an essential element in being able to create copy that speaks directly to a particular market.
6. Offer Preorders and Ask for Reviews
A fun way to get buzz going is to offer select individuals a chance to purchase your product before the launch at a special rate in exchange for product reviews. Be ready at this point to change things if you get good reviews that offer insight into issues with your product. This will make your product even better.
7. Host Planned Hangouts for Buyers Only
Today, a real incentive for anyone who wants to buy a product or service is having access to the creator. Plan a few Google Hangouts for buyers only during the first initial weeks of the product launch. This will give them a chance to ask questions, and you can get even more feedback for potential chances in the product.
8. Create a Buyers Only Forum
If you don’t want to do the hangouts another way to get really good feedback is through a buyer’sonly forum. Invite them after they have purchased the product, or make it part of the sales page and benefits of buying the product. Be sure to visit the forum regularly and answer questions as they arise and empower others to help each other.
Nothing can increase sales faster than inviting in a strategic partner. Choose a partner (or partners) who market complementary products to the same target market as you but are not direct competitors. Think about it, you’ll have access to their connections via email lists, social media, forums, blogs, etc… and vice versa.
Use every channel that you have available to spread the word about your product. Use your blog, your email lists, your social media networks, your affiliates, and more. Do not leave one stone unturned when it comes to spreading the word about your product.
By following these ten tips you’ll have a successful product launch each time you create or improve and re-launch a product.
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