From the category archives:

Product Launch

Creating a Product Launch Press Release that Gets Published

Unless you enjoy writing for the fun of it, you really need to think about how to get your press releases published. This is an important and cheap way of spreading the news about your up and coming product launch, with a few simple techniques you can have a lot of coverage and a very valuable part of your product launch strategy can be up and running.

The first thing to realize is journalists are like the rest of us and if you can make their life easy they are going to look more favourably on your press release. The world where “journo’s” dig for a story might apply to a murder mystery, but when it comes to product launches they prefer their information on a plate.

You might also want to think about press releases that are aimed at specific publications. Obviously you can use an agency to bulk release an announcement, but unless you are releasing the next iPhone you should be prepared for some disappointment.

To get the most out of your press release strategy you will need the following:-

  • A good customer story
  • Human interest angles (the more the better!)
  • A story that is formatted to the house style

Unfortunately people aren’t so interested in products but they are interested in people. Don’t tell them detail of what the product is, tell them how it helps people and even better tell them about specific people. A good customer story is worth ten wizzy gizmo’s and it will get you published and sell your product.

Human interest angles can extend to the person who developed the product or started the company. I must admit to being slightly tired at the rags to riches story that seems almost obligatory with every new product launch, but perhaps that is me being cynical. However, if you explain why some problem or other drove you to develop this new product, and something about the reaction of people to the product and how it solved their problem, then you will get interest.

Finally when you have a story that is bursting with the sort of news that people want to hear about, you need to read the publications that you want to be published in. If you know that a national paper has a feature on a Saturday that is crying out for your story, then have a look at how long a typical feature is and adjust your press release accordingly. Read any blogs that might accept guest blog posts and consider what you might write for them.

Remember a press release within the context of a product launch doesn’t have to be overtly about the product, it is building buzz and hopefully traffic to your web site. A well placed story in a popular publication can bring thousands of curious readers and have a significant and positive impact on your product launch.

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Commit to a Product Launch Plan or Planning to Be Committed?

Unless you know exactly what you are in for when executing your product launch at best it’ll be a challenging experience and at worst you’ll want to check yourself into the loony bin.

So what do you need to know? What can you expect? What happens when and how can you best prepare yourself for a successful launch?

The first phase is called the Pre-prelaunch and includes tasks such as writing your launch plan, setting up your team, getting your product ready to sell, creating your offer and setting up your technical systems.

The prelaunch is next where you complete tasks including warming your prospect or buyer list, getting their feedback on your blog, surveying them to uncover their needs and objections and interacting with them via webinars.

The third phase is the actual period the cart is open and is referred to as the Launch or the Cart Open.

In the fourth and final stage, post-launch, you’ll find out why people bought and why they didn’t buy so you can learn how to improve your marketing system. You’ll also employ stick strategies to keep customers happy and reduce returns during the guarantee period.

So how long does this all actually take?

A launch will vary in length depending on the type of launch you are doing. A quick launch will last approximately 5 days where as an internal or JV launch can be executed over a period of 2 weeks to 4 weeks from pre-prelaunch to cart closed.

Preparation time for your launch may be anywhere from 3 weeks to several months depending on the number team members you employ, how much you decide to take on yourself and the amount of product or service development time required.

As you determine your product launch process in the planning stage (or pre-prelaunch) you will be able to determine how long each piece should take. Then add a buffer for safety. There will always be some unexpected issue that will arise – even for the most seasoned marketers. This planning will help immensely increase your odds of having a successful product launch and keep you on the right side of the hospital doors!

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5 Phases of a Product Launch Don’t Go Into a Launch Until You Memorize Them

There are 5 main phases that you will typically go through when conducting your product launch. Those phases are pre-prelaunch, prelaunch, launch or cart open, cart close and post launch. All of these phases should have a good sound strategy as to how to execute each of them and then how they transition from one [...]

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How to Hook your Audience in Your Next Product Launch

What is the absolute best way to relate your message and have people sit forward with baited breath waiting for your next word? Sounds almost impossible, doesn’t it? Especially if you’re delivering a sales pitch or just planning to give information about your latest product launch. Here’s the time honored secret of getting people to [...]

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What’s the Secret of a Successful Product Launch?

No sexy answers here unfortunately. No sweet little shortcuts that can catapult your profits without time or money. It’s just plain old basic boring planning. Product launch planning is the phase of the launch where the seeds of success are planted. It’s the stage where you take your time to set yourself up for success. [...]

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So What Exactly is a Product Launch?

We all hear about successful product launches every day. The epitome of a top notch launcher is Apple. They can’t keep enough stock on the shelves, people are desperate for their products so they wait in line and pay huge sums to get the privilege of buying the latest (and even sometimes flawed) release. Then [...]

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Surveying Your Market Before A Product Launch

Surveying your market is the process of asking the market what they want, need, or believe in. It can also involve discovering how they act.  Once that surveying is complete you can use it to determine how to market your specific product. Establishing and Writing Down Your Survey Goals What do you want to know? [...]

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Product Launch Resources A Few Clicks Away

Every business person or entrepreneur needs a place to go to get up to date information on product launches. What separates your launch is having all the right resources available to make it a complete success. It’s about getting your product or service out to as many prospects and customers quickly and efficiently. The secret [...]

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