Darren Olander | darrenolander
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5 Ways to Launch the Heck Out of a Product

Feb 13th 2012 at 8:06 AM

Have you launched a product and had nothing but regret and remorse after it went live? If you've experienced product launch disappointment, it's time to stop all of that. With a little planning and preparation, you can be sure that your next product launch is a complete success.

You should create at least a six week promotion cycle for your product and be sure that you hit all of the right notes along that path. You need to grab attention, build interest, grow desire and then ask for the action. If you're just focusing on the asking, you're dropping the ball. Look at the Attention, Interest, Desire and Action model and decide how you'll address each of those points in your launch.

Here are five ways to do just that:

Make sure you know exactly who you're marketing to.

Like any other marketing project, you'll want to target your product launch to a specific group of people. Don't cast the net too wide. Develop a targeted profile of your ideal client so you know where to find them, how to display the benefits of your product and build desire.

Get attention through guest blog posts

During your product launch phase, you should work to expose yourself to different audiences outside of your normal sphere of influence. A great way to do this is to do guest posts on other websites. Reach out to other marketers and bloggers who have an audience made of your target market. Ask if you can contribute content and then see your audience grow.

Build interest through content teasers.

Your audience wants to know what is in it for them when they sign up for your new product. You can build interest with content teasers - these are blog posts on your site, social media updates and other content that shares tips and insights that tie into your product's theme. For example, if you're going to teach people how to use video to market their businesses, you can create content that talks about why video marketing is so important, the biggest problems people have with video and other frequently asked questions.

Grow desire by emphasizing the benefits.

In your marketing up to your content launch, you need to build desire for the product. A perfect way to do this is by emphasizing the benefits. As you're doing the pre-launch marketing, be sure to show your audience why this specific type of training or offer can be beneficial to them. What can they expect by making a purchase?

Ask for the action in several forms.

The call to action for your new product should appear in several different places to maximize your impact. The first place is in your email marketing message that announces your product. Highlight the benefits of the product and then give them a link to the sales page. Next you'll want to have the call to action appear a few times on the product sales page itself. Finally, you can send a follow up message after the launch to give your audience another opportunity to take action and make a purchase.

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