Product Launch Strategies & Plan

1. Product Launch Strategies & Plan Module 3 - Online Revenue Streams – Maps & Processes

2. Types of Launches Energy of the Launch • The Soft Launch • The Aggressive Launch The How of the Launch • Email >> Sales page • Freebie Call >> Special Offer >> Sales page • Live Event >> Special Invite >> Back of Room • Collaborative version of above

3. The Offer Is King • Biggest Launch Mistake: Thinking promotions are more important than your offer. • Rule #1, 2 & 3: Have something outrageously awesome to offer. The promotions are secondary. • What is your product/offering? Why should anyone care? What are you promising to deliver? • The marketing and promotions should begin in the product creation phase.

4. The Promotion Is Queen • Need a great promotion to bring a great offer to life • Once your offering is created, who will do the actual writing of the promotional materials? Client, copywriter, you? Not all business owners are good with copy (big issue actually.) • Includes sales pages, broadcasts, affiliate materials, autoresponders, videos, podcasts, free calls, etc.

5. Psychology of Promotions The ‘Weapons of Influence’* • Reciprocation • Commitment & Consistency • Social Proof • Liking • Authority • Scarcity * Influence Science and Practice, Robert B. Cialdini

6. The Essentials Of Any Launch Assuming you have a great offer… • Create an event out of the launch. • Create a sense of timeliness through special pricing/discounts/bonuses/season/occasion • Get sales page ready (manage the process) • Imbue the launch with your personality. • Over plan the launch. Leave lots of room for the unexpected. Enlist allies.

7. Promotional Strategies Promotions can be organized into concentric rings starting with: • Internal promotions – major list, sublists, personal social network • Inner circle promotions – allies, super-affiliates, friends with lists, strongest joint venture partners • Outer circle promotions – affiliates, looser joint venture partners, people newly interested as a result of this promotion, advertising, viral movies • Maximize all promotions with Tell A Friend campaigns

8. Role of the OBM • Manage the launch process (but of course!) • Help define the launch – strategy, elements, timeline, etc • May not be the marketing manager, but still want to provide feedback/ideas to business owner

9. Product Launch Timeline

10. Indentify Timeline • Three steps – announce, inform, remind (AIR) • The bigger the product/price, the more time you want to plan for launch • New book – 1 to 4 weeks • Training program – 4 to 6 weeks • Live Events – 2 to 4 months

11. Launch Milestones/Timing Create a plan based on the following milestones: • Pre-Launch – Prime the Pump • Week Before Launch – Tend To the Details • First Day of Launch – Expect the Unexpected • Duration of Launch - Overcommunicate • Completion of Launch – Maximize • After the Launch – Sustain

12. Pre-launch – Prime the Pump Weeks or months leading up to the launch: • Focus is building up anticipation, dropping hints, telling stories, creating interaction via blog, free teleclasses and such. • List-building in general. Build the list before you want to promote to it. • Set up a pre-launch page with counter. • Build a sub-list for launch only. • R&D the product, get early testimonials. • Build network of JVs/affiliates, begin instructing them on expectations, first deadlines. • If at all possible, finish the product itself.

13. Week Before Launch – Tend To The Details Usually the product is still being completed so there is competition for time. If needed, renegotiate the launch date so it can be done thoroughly. It takes as much effort to do a poor launch as a great one. • Start talking about the product/offering coming up – let the cat out of the bag! • Give affiliates/JVs the official ‘go sign.’ • Make sure sales page is ready and fully tested. • All bonuses, etc. in place. • Add some reserve manpower for customer service and the unforeseen.

14. Launch Day – Expect the Unexpected • Get it out there! Announcement to list. • Remind JVs/Affiliates • Be super responsive to errors encountered, friction in the buying process, questions that indicate clarity is needed. Tiny adjustments in a timely manner can make a HUGE difference. • Keep score, play the money game. Ask what else? What else can be done?

15. Duration of the Launch - Overcommunicate Launches are just specialized communication. • Once the launch is underway, keep communicating. Launches need AIR: • “Announce, Inform, Remind.” Inform with: • Reminder emails, FAQs, overcome objections, give social proof with testimonials, early numbers. • Updates re: spots left, etc. www.adimpact.com

16. End of Launch - Maximize • Always send out a final reminder. You will lose some people. You will sell more. (There’s usually about 100-150% more juice in the launch at the end. E.g. If announcing the launch sold 30 units, will likely sell another 30-45 at the end of launch. • Honor the deadline or countdown but be willing to make exceptions, with teeth. • One last hurrah via affiliates, JVs, etc. Remember – you’ve come this far, don’t leave money on the table.

17. After the Launch – Sustain How to continue sales: • Add to store page/site • Rotate in ‘marketplace’ feature in ezine • Cross promote on various sites • Follow up with purchasers for testimonials – create overwhelming social proof and word of mouth. Hallmark of an OBM: Document, Systematize, Improve based on what happened this time, in preparation for the next launch.