Getting your product launch bags in the right order | Success Internet ...

Article by Brian Mcfarlane

This is a brief overview of a typical launch pattern for an informational product. The fundamentals can easily be adapted and applied to a digital or physical product as well.

Pre-Pre-Launch ? This is where you plan your launch schedule, start to create pre-launch content materials, prepare your various messaging and begin the process of actively recruiting Joint Venture partners and affiliates.

In this phase we address a mini launch campaign directed exclusively at potential affiliates and JV partners.
When you come out of the internal-launch phase you will have a list of Joint Venture partners and affiliates primed to promote your launch.

Pre- Launch With our promotional partners in place we move onto the core planning for the launch sequence and some or all of the promotional content that will be used in the launch. At this point you should have a JV blog and a launch blog up and ready to go.

Active Launch ? Now that we have our list in order it?s time to start communicating to your potential customers. In most cases, Video sequences or a report that offers some engaging content related to your product and designed to build buzz (usually, at this point we have not actually started to discuss the product offer, but just enough to keep their curiosity going towards the next release of content) Usually by the third email or third video the hook is well set for opening up about the offer.

At this point with our affiliate/JV program in place the JV?s and affiliates start driving people to the new content which is designed to get people to opt-in to a launch mailing list.

As the launch sequence progresses, these new list members will be asked to join at least one ?early notice? sub-list and would be offered a webinar the day before the product is available. We would also be dealing with the objections through inline surveys along this path and refining the final offer to address those needs.
We would then release a webinar that?s focused on describing exactly what is included in the offer, how customers will benefit, what the special early purchase bonuses will be and other topics designed to prime them for purchasing.

Communication is a key factor throughout the launch process

In the active launch stage we need to keep two lines of communication open ? one targeted at the potential customers and one aimed at the JV?s and affiliates. The opted-in list of potential customers will get a sequence of emails and content that, at various stages, is designed to attract their interest, create a personal bond between them and you, describe the product, offer social proof and establish the value of the product, and finally nurture them along to exactly what they should do on launch day to make their purchase.

Throughout the launch sequence, we use psychological triggers that influence people?s decision making process to re-enforce the offer. This active stage comes to an end on launch day.

Post Launch ? In most cases the product is usually promoted actively for no more than 7 days. In larger launches this window of days can be as little as 24 to 48 hours.

At this point your affiliates and JV partners will move on to other opportunities. There will be a series of follow-up communications with the potential customers to announce ?news? about the launch and push those on the verge of purchasing to order with scarcity.

The post launch period is also a time to re-enforce the purchasing decision that new customers have made and start encouraging them to use the product and establish new habits based on it. There will also be more bonding with affiliates, customers, and the non-buyers on your new list. Don?t overdue the scarcity here as it may result in larger returns of your product offering.

If your product has a longer shelf life than an info product you should consider an ongoing internet marketing strategy to fill in the void of your affiliates and JV partners traffic to your post offer product offering.

Most marketers will also start doing some targeted affiliate promotion and/or cross-selling to their new list to generate more income. IMPORTANT word of advice. Don?t burn out your list with too many offers. There is no harm in keeping your list warm by planting the seeds for their next launch though.

These four phases will be clearly marked out on your product launch calendar and serve as the foundation for planning the timing of all of the specific tasks and tactics to be used during the launch.

About the Author

Brian Mcfarlane has been working on the internet since 1998 specializing in Search Marketing, SEO and Product Launches. He has a enate ability and helping people succeed with their product/service launches on the web.
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