There are four major areas the most successful launches cover:
Seeding is all about building anticipation and excitement for the product, program or service to come.
To properly seed your audience you will create content for your blog, website, social media accounts, and email marketing lists that mention the potential new product coming down the pike. You’ll use your email list, information marketing, relationship building, and the words within each to trigger the excitement of your audience about the coming product.
During this part of your product launch you may even be working out what the contents of your program will contain and you can use your audience to help by sending out polls to identify their pain points so that you can develop products and services that answer them.
Pre-launch is about defining the problem (pain points) for your audience and teaching them valuable information, techniques and strategies that involve your solution to whet their appetite for the next stage.
The idea now is to address the pain points individually that your audience has that you know your product will solve. Using email lists, social media, and other avenues that you have to disseminate the information you will focus on educating them through content in various formats about the problems they have while teasing them about the solution you provide.
Now that your product is complete you can let them know all the benefits that the product will offer once it’s launched and even offer early bird pre-order pricing, attract testimonials, and beef up your affiliate program with the right graphics and other information for launch.
It’s like grand opening day. You open your sales page, and shopping cart so that your audience can finally purchase the solutions you’re offering.
While you may have actually made some pre-sales during the pre-launch phase now you’re really open for business for affiliates to make sales and to start the timer on how long you’ll keep your product for sale at the current price.
Launch should almost be anti-climactic because you’ve done the work to inform, educate and engage your audience regarding the product, program or service that you are offering to them.
Often overlooked by marketers, post-launch is very important and is all about following up with customers who made purchases as well as those who did not purchase but signed up for your email lists based off your promotions.
You want to bring those who purchased into your product funnel and start offering them the next item you have available as well as take the time to collect testimonials and referrals. Next, you want to market more aggressively to the people who did not make a purchase by listening to why they did not purchase so that you can work toward overcoming those objections by improving your sales pages and marketing message.
Using this launch blueprint as your guide to a successful project launch will help you think more clearly about the different phases of a product launch for yourself and every client in a more comprehensive way.