The Right Way to Launch

Three weekends ago I saw the movie Olympus Has Fallen starring Gerard Butler. I don’t know if you’ve seen it or not so I won’t tell you how it ends (people were clapping) or about the twists and turns it took to get there (the twist is great). I will tell you I really liked it.

I saw the movie opening night in the theater. I bought the tickets a week prior to the show. I don’t always do this, but when I see trailers for movies I really want to see on TV I make the extra effort to secure the tickets on opening weekend. And that’s exactly what the marketing team behind the movie was hoping I would do. I played right into their hands and I couldn’t be happier about it.

Marketing agencies that promote new movies really know what they’re doing. They create trailers that show clips of the movie to generate interest. They have the actors go on talk shows and talk about the movie before it hits theaters. They create websites that give more information about the film and send out emails and alerts to remind people when the movie will be in theaters.

They do all this for weeks, sometimes even months before a new movie will ever hit theaters. Essentially they are building interest in their product so that when it hits the marketplace it will sell and it will sell BIG. I’ve always thought those marketing agencies really know how to launch a product well.

If you want to know how to make a lot of money as an internet entrepreneur you’d be smart to follow those movie marketing agencies strategies. It used to be that a company could bring their product to the market and as long as the product was a quality one it would sell and sell a lot. That simply doesn’t work anymore. Having a good, quality product isn’t enough anymore. In today’s uber competitive economy with many companies selling the same or similar products you’ve got to have an edge to stand out and sell out of your product. You’ve got to create a build-up ahead of time, generate interest, get people excited about your product, not just bring it to the market with a here it is now buy me sales letter.

Not everyone knows how to do this well. If you try to send out too many teasers it can backfire or you and you can piss off your customers before you ever launch your new product. Lucky for you, you read this letter. I’m going to give you the product launch formula every successful internet entrepreneur uses to sell out of their product and make BIG money. That’s why we’re all here right? To make money.

A Gush vs. A Trickle

To explain to you how to launch a new product successfully I first have to tell you how NOT to do one. Some people think launching a new product involves making a one-time announcement. They think they can write a letter saying: Hey I’ve got something you’re going to love, visit my site tomorrow and I’ll tell you what it is. WRONG! If you follow this logic, you’ll make some sales. But they’ll trickle in and you certainly won’t sell out. The marketing for movies isn’t done anything like that either. They tell you about the upcoming movie multiple times, in multiple ways weeks before the movie hits theaters. They get people salivating to see the movie.

You should do the same with your new product. Write to your audience several times. Get them buzzing and excited for what you have to offer. That way on the day of your launch you’ll have people rushing in to buy from you, instead of just making a few sales here and there.

Teasing vs. Content

The length of time to do a launch well is less important. Some people build up a buzz for four to six weeks before launching a new product. Some people do only two weeks. A good product launch isn’t really about how long you take to build that excitement level and more about what information you release to generate that excitement.

Think about the launch of a new movie again. Think about all of the content those movie marketing companies release in the weeks before the movie hits theaters. They generally release several different trailers showing different scenes from the movie. Each trailer is highly informative about what kind of movie it is (romantic comedy, action, thriller, etc) and what the movie is about.

Do the same thing when launching your products. Plan to release smaller bits of high value information that showcase what your product is all about, how they can use it and how it will better their lives. You can do this with a series of videos, emails, worksheets, e-books, etc.

Each piece of content you release should build excitement and make the customer salivate with want. That means each piece should be greater than the last. Don’t release your best piece on day one. Instead start out sending tidbits of information and work your way up to sending out highly valuable pieces. Remember the goal is to leave your customer wanting more and looking forward to the launch of your product.

Marketing Channels

I talked before about all the ways movie marketing companies generate buzz about a new release. They produce movie trailers that run on TV, they create websites to give behind the scenes info on the web, they send out announcements via email or social media to remind people when the movie hits theaters. Basically they use every marketing channel available to them in order to reach their audience and get people excited about the movie.

While our business is solely online, that doesn’t mean we only use this marketing channel to sell. Did you know Wealth Authority has a Facebook page? We do. You can like us and get access to even more free information about running online businesses. Ok, enough of my shameless plug. I mention our Facebook page though to show you that we use more than just one marketing channel in our business and so should you. In fact using multiple marketing channels to launch a new product for your business is a must. Send out emails, put out tweets, post information on your website, mail postcards or other direct mail pieces. Use every channel available to you to get your message out there and to reach your intended audience.

Make It Easy To Buy

The title of this section, Make It Easy To Buy, is probably something that’s self-explanatory, still I see so many marketers forget to do it! Once you’ve built all this excitement and got a list of people interested in buying your new product you’ve got to make sure that when launch day comes it’s easy for them to buy.

Decide before you release your new product, what steps your customers must go through for them to get their hands on your shiny, new thing. What will they have to do on launch day? Do they need to go to your website to buy the product? Will you be sending them a sales letter to read before they can buy? Or will they be taken straight to a shopping cart or registration page? Working all this out ahead of time will make the buying process that much easier. And anytime you can make it easy for people to buy from you, then more you increase your sales and line your wallet.

It’s inevitable that you are going to find some glitches or bugs during your launch. A video won’t be encoded right so now everyone can view it, a sales page will have funny looking characters on it so not all the content is readable, etc. Use these situations as opportunities to learn from. That way each subsequent new product launch is better than the last one.

Good luck!

Ethan Warrick


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