How New Product Launches Make Your Product The Buzz Word In Your Marketplace
You've finally completed your information product, but you want to know the best way to sell it. What do you do? It's taken you ages and lots of money to complete this product, and you know, you just know, that when this baby hits the marketplace that it's going to take off right?
You're reeling with excitement from completing your product, and now you might be tempted to send some emails out to your list promoting it. You might even go out and get some joint venture partners, asking them to do a promotion for you.
But what if I told you those email strategies, while effective, would be completely flawed. You'd be leaving a ton of money on the table. Why? Because you're not crafting those email promotions into a sequence that creates a buzz.
See here is the problem with standard email promotion: it ignores the marketplace burning desires, and focuses on the product rather than the prospect! This is the difference between a Harry Potter book launch and all the buzz it creates and your product launch (or should I say flop....)
New Product Launches Focus On The Prospect, Not The Product
Why is Harry Potter so wildly popular? Because, for some reason, people really identify with the heroes and anti-heroes of the story. I'm not going to get into specifics, but basically humans really enjoy stories (in fact stories are a great selling tool, and are used in the launch). And Harry Potter is a story that the marketplace wants -- the people (prospects) identify with the struggles of Harry Potter.
So believe it or not, Harry Potter is really a marketing masterpiece, because it's catering to the burning desires in the marketplace. If I had to wager a guess, people really like the underdog angle, and the magical powers to thwart the bad guys.
Anyways, back to your product launch, and how you too can use these little know new product launch tactics to create "Harry Potter" like buzz.
The lessons here is something I learned from Dr. Stephen Covey, and simply put it's this: In order to influence someone they must first feel understood.
So what does that mean for your product launch? It means that you're email promotions need to have a super structure that has nothing to do with your information product, and everything to do with the prospect you are after!
New product launches are based on marketplace research, and strategical emails that the prospect can identify with!
How To Make Your Product Sell Like Water In The Desert
So how exactly do you create this Harry Potter like buzz for your product? Well it's actually a quite amazing process, and the scope of which goes beyond this article. But I am going to show you how to use the net to create this buzz as a starter (and you can learn more about it at your own discretion).
First you do some market research using quantcast.com. You look at sites your target customer is visiting and then create a customer profile on them. This profile is one where you come up with problems the prospect wants to have solved.
Then your email sequence is crafted around several things.
#1. First few emails identify with prospect problems and give solutions to those problems #2. Next few emails tell your story (about your and your product) and how your story relates to the problems your prospects are having #3. The next few emails address objections and concerns people have, and you actually clear objections before they are asked.
All of this is done BEFORE people reach you sales page. What this does is pre-sell people in a non-sales environment (because all you've been doing is talking about their problems and giving great solutions). After a short time people want more, a lot more, and are anxiously waiting on your product launch. They are waiting for you to sell them!
Finally you launch the product and a ton of sales flood in on launch day because people have been waiting to buy (from all the identification emails you did earlier).
So there you have it, how new product launches focus on the prospects not the product, and how your emails need to be strategically crafted to create pre-product buzz before letting people see the sales page. There's a lot more to this, and you can join my mailing list: information on product launches you can join my mailing list (just follow the link on the left).
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