The Truth About Product Launches

You probably won?t make 6 figures your first launch.

Wait?What?!

I know, I know, that?s not what the guy standing in front of his Porsche told you (pssst- he probably rented it).

Having personally trained with internet marketing legend and undisputed Product Launch Godfather Jeff Walker, I have been in the cockpit for my share of launches over the last 3 years.

I will tell you with 100% certainty, that product launches are on their way out?for the slimy sleazeballs peddling worthless crap using BS and smoke and mirrors that is. But that?s NOT you.

Take your business from glorified hobby to hip ? cash flush enterprise!

Product launches may still be the most powerful strategy available to build your business. What makes product launches so effective is that, if done correctly, they massively leverage your efforts, while deeply connecting with the emotional needs of your clients and ultimately positioning you as a confident expert and hero in your market. Pretty sweet, eh?

You want to do great and important work with really cool customers. You know that you have massive value to give and many lives to change. To put it bluntly, you want to kick some ass!! But guess what? If you don?t have enough SALES you will never play at the level you want to. Now that would just plain suck?what a waste for all the people who need you!

Here are the 10 most important things you need to know to have an effective launch

1. Identify the strongest emotional need of your client- If you don?t already know this, you must find out what it is. Survey your list, research your market, ask them every chance you get and keep your eyes open because it might be right in front of you. Don?t try to solve 6 different problems it will only dilute your efforts.
2. Embrace and share your story- In our work as coaches and experts, we aren?t selling toilet paper. We are selling our journey, our vision, what we stand for and most importantly, connecting that to how and why WE are the ones that can make our client?s pain go away and their biggest dreams come true. Don?t hide your past. Nobody likes know-it-alls. Show your scars. Shed light on your failures. Tell the story of how you connected the dots and solved their biggest challenge.
3. Create a signature product or program- Think of your signature product as your authority and expertise rolled into a product on steroids. The key here is to give so much value that your client will think that they are a complete fool if they don?t take advantage of your offer. When you think you?ve packed too much great content into your product, find something else, another video, exceptional interview, to add to it.
   Your product could include:
   * Physical product: CDs, DVDs, workbooks etc.
   * Digital product: videos, MP3s, Camtasia screen captures etc. possibly housed in a membership site.
   * Combination product: May include a physical component, digital downloads, teleseminars, webinars or even live events.
4. Do not underprice your product- You risk devaluing your work. Give tons of value, solve big problems and price accordingly. Signature products can range from a few hundred dollars to several thousand dollars and more. An exception to this might be if you are executing your first launch and/or launching a new product and you want to do a discounted or even gratis run with a small group. This is an effective way to learn how to improve your product and get some stellar testimonials.
5. Don?t stress all of the details of creating your signature product- You can actually create it as you go! As you talk about what you do, build your trust and credibility, become a category authority and expert, you are learning about your target market inside out; what motivates them, what their afraid of, what pains them and what they really desire. You can gather tons of information through surveys, social media interactions and by actually picking up the phone!
6. Don?t fall in love with your product- Rather fall in love with delivering exceptional benefits to your client. The cold, hard truth is; YOUR CLIENT DOESN?T CARE ABOUT YOUR PRODUCT. That hurts, I know. Your client cares about solving their problem, relieving their pain and living their dream.
   Give away your best stuff during pre-launch- Sounds crazy, right? If you give away your voodoo then what?s left? Well, I didn?t say give EVERTHING away but you need to get out of the mentality of throwing scraps at your potential customers. That doesn?t cut it these days. You must deliver some potent actionable goodness all rolled into an emotional adventure. I like Sean D? Souza?s ?Bikini Concept.? Need I say more?
7. Use REAL scarcity- But definitely use scarcity! The idea of using scarcity bothers some so they never use it effectively if at all. Neurosciences have clearly demonstrated how powerfully scarcity gets us to move our buttocks. If it is not utilized in your launch it will die a painful death. Allowing limited access, perhaps only a handful of times a year to your Signature Product or a limited number of available units; creates strong desire from your prospective clients. If you are adamant about having your product available at all times, then at the very least, you should have extra bonuses and perks only available during the launch period.
8. Learn to speak the language of sales- If you don?t understand at least the basics of persuation and influence and good sound copywriting technique and you go out and write a sales page and emails?you are going to blow it?plain and simple. I don?t care how good your product is or how knowledgable an expert you are. I strongly suggest you study this stuff. Get the classic ?Influence: The Psychology of Persuation? by Robert Cialdini. Look up John Carlton, David Olgivy, Gary Bencivenga and of course, yours truly.
9. Offer a crazy guarantee- It blows my mind how many people either don?t offer a guarantee or offer an 8 step obstacle course that their customer must go through in order to get a refund. It?s simple: you must remove and even reverse the risk if you want to make lots of loot. Do you believe in your product? Then what in the hell are you afraid of? If you deliver what you promise and what your clients need, too many refunds will never be a problem for you.

Don?t pass up on one of the greatest tools to help build your business. You can do this! Keep it simple at first and take it one small step at a time. And of course, let me know how I can help.

David is your Sales and Mojo Mastering Mentor. He will guide you on your journey to learning the language of sales- what it takes to get your clients to say YES to your products and programs- while boldly expressing the REAL you. Learn more at www.DavidJehlen.com

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Source: http://www.thelandofbrand.com/information-products-2/truth-about-product-launches/

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