Launching a new product in any market (online or offline) can be daunting process and launching a new product online, can be even more daunting for a newcomer.
However, if you apply the following tips, you will find that it is not impossible to do and will set you well on the way to success.
1. Create A Buzz
You need to start creating a buzz – do this before you launch – even while you are finishing off the product and getting it ready for launch.
By creating the buzz, you are really building anticipation in your target audiences minds. You want them to be eager to buy what you have – and you can really help create that anticpation.
2. Teaser Material
One of the best ways to create a buzz is to use “teaser material” – mention what your doing in forums and on your social networks without giving too much away. You can also use questions to gain interest in what your doing – maybe you could ask your connections about a specific feature of the product and gain their opinions, as people start to answer keep the thread going by adding comments and more questions.
I also find adding articles about the challenges that your product helps overcome to your blog and submitting them to article directories is another great way to develop interest.
3. Scarcity
Scarcity is one of those techniques that many of us dislike. That tactic of ‘Hurry! I’m only offering this price for a short while’ often leaves many of us cold however when used correctly, scarcity is great technique.
One way to do that is to openly discuss that you are going to restrict the total downloads to a certain number or ask for a small number of beta testers or joint venture partners.
4. Special Launch Price
If your list is not all that large, your marketing strategy should encompass ways of ‘touching’ a wider audience (and growing your own list).
One way to increase your list is to announce the launch price of your product and offer the forum members a special reduced price if they join your list before the launch.
One forum and directory I highly recommend is Spiritus – The Spritual Marketing Directory. This is a marketing directory that employs ‘spirit in marketing’ and the community is wonderful. You can advertise your launch in the forum – and connect with others who would be interested in promoting for you.
The largest Internet marketing forum, the Warrior Forum, has a separate category for doing just that: Warrior Special Offers or WSO. A good practice is to copy success. (This is not something that I have tried yet, but I have worked with several clients who have, and had great success).
5. Touch Base Regularly!
Convential wisdom shows us that most customers buy after seven ‘touches’. That is, the customer hears about the product 7 times before actually making a buying decision. You can start now by contacting your list early enough, so that you can ‘touch’ them seven times without irritating them by jamming their email boxes with multiple emails in a few days. One or two a week, several days apart might be a good idea. Create different content for each email.
Sending a card or postcard to your contacts letting them know what’s coming up is also a great idea. You can send one single card, or a series of cards to each contact.
6. Offer A Special Free Resource
This is a tried and true method! Offering a special free resource, like an ebook or short report, for early signups to your opt-in list will appeal to almost everyone.
It is important to ensure that the resource is valuable and related in some way to your project – it really needs to deliver value right upfront to keep your prospects interested. Consider writing a new ebook or report related to your product – you can always hire someone to do it for you.
Remember that the perceived value of your launch will be started by the actual value of the free gift. Don’t cut corners or skimp with this free gift.
7. Not too much Hype please!
The tendency to over-promote a launch is very common. Too much hype will get your emails deleted without being read. When you do send out email promotions, besides telling your readers that your product is going to be launched soon, tell them what problem will be solved if they buy it. Remember – customers buy when they understand the “What’s In It For Me”.
Always stress real benefits and not features. A benefit is the result it will bring, a feature is what helps deliver the benefit.
Emails with real case studies go a long way in building trust and they help potential customers to see the benefits of your upcoming product. If your product helped some other average Joe, then it could likely help them too.
8. Video, Video, Video!
People buy from people and what better way to let your prospects know that you are a real person? You can email your list pointing them to your videos that give real value, and then open up comments to facilitate conversation. If people are talking about your product, this will help fuel others’ anticipation.
9. Test Everything – at least twice!!!
Of course you will need to make sure all of your processes are in complete working order. Check and double-check everything, like opt-in forms, squeeze pages, autoresponder messages and product delivery. The critical point about successful launches from the customer’s point of view is a seamless payment and delivery process. Don’t disappoint them.
One great technique I have developed is to get several of my existing clients to test the processes – it’s amazing how the customer experience of the process differs.
Some Great Resources To Help With Your Launch
1. Lynn Serafinn is launching Spirit Authors to help Authors create, promote and launch their Mind Body Spirit books (and products)
2. Lou Bortone is The Online Video Guy and has a heap of resources that can help you create killer videos.
3. Wonderful Web Women is a great community and has excellent resources for your online business
4. Spiritus – The Spiritual Marketing Directory is a great place to connect with others. They also promote your product through social networks as well.
5. Send Out Cards offers an excellent service for keeping in touch with your contacts. Contact me if you would like to send a Free Card.
and of course, if you would like coaching along the way – you can always contact me. I not only specialise in helping get the ‘techie bits’ of your online business in place, I combine my business and marketing knowledge to help you create, launch and promote your products and services.
Share and Share alike – what have your product launch and promotions experiences been? Leave a comment, or share your experience below…
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