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 phase to the next. If you get this wrong, your chance for a successful product launch can be reduced.
Getting Set Up In Your Pre-prelaunch
The first phase is the pre-prelaunch phase. This is where you start your product launch planning, gathering your launch team, preparing your product or service, creating your offer and getting your technical systems set up. It is important at this point to also let some information leak out into the market about what is coming, or to generate some buzz around any key aspects of your product or service just to get some people talking in public mediums so when you deliver your first prelaunch message, people will have already been discussing something in relation to your product or service.
Your Prelaunch Buzz
Once you transition into prelaunch and you begin to warm up your market, your prospect list and your customer list you will be engaging them and looking for feedback in the mediums you engage them such as your blog or on any social media platforms that you manage. Here you can ask questions, answer questions, conduct surveys to uncover needs and objections they might have and then address them in a webinar or subsequent blog posts. You also want to put out notifications that you have an early bird list that your prospects can sign up to if they want to be notified before the general public about the opening to your product or service.
So by the time you are finished with your prelaunch, you should have given away an extreme amount of value to your market, you should have engaged them and answered and asked questions, created buzz and excitement to buy your product or services and also collected a list of hot buyers on an early bird list.
Product Launch Frenzy, The Opening of Your Cart
Now moving along on your product launch checklist, the next phase is when you finally launch your product or service and open the cart to start taking sales. Here is where all the technical work you did will pay off if done right. You do not want to have servers crash on you or your sales systems not set up right because this is when your prospects are most rabid to buy and any flaw in the system that causes them to not be able to complete the transaction could seriously damage your initial sales.
Make sure you engage your audience later in the day after you open the cart and let them know how things are going. At this point they’re in this with you. They’ve followed along your prelaunch and they’re now with you on a journey where you are now linked together through a buyer seller relationship and they need to know that they’ve made a good decision or that so many people have already made a great decision.
This is where you can use social triggers to elicit further action for those who were on the fence to buy, but see so many others have. Also, if you have a limited number of spaces available for people to buy, scarcity may cause them to move forward and buy.
Cart Close and Turning on the Mental Trigger Amplifier
Now you’ve moved through your launch phase, continuing giving out content, letting your prospects know what those who have bought are saying and really working with the mental triggers to engage your prospects. It’s now time to close the cart and this is where your big push will happen and get another spike in sales. If you haven’t already ran out of spots available for your service or product, the time factor will come into play here and scarcity again will push those on the fence over to buy. You want to recap on answering all objections, instill a need for reciprocity by getting as personal as you can on your communications mediums such as your blog and social media platforms to show that you do truly care and want to answer questions. Do these things with the greatest intentions; do not be evil in your execution of these strategies.
Post-Launch Stick Strategies & System Improvement
During your post launch you have a lot of work to do still. You will want to find out why people bought and why people didn’t buy. Your engagement with your market isn’t over quite yet. This is important as you can address any further objections people had as well as really capitalize on why people did buy. You want to use this to reassure those who bought made a good choice. You also want to address any concerns or issues anybody had who asked for a refund.
At this point you want to set up your stick strategies to keep those who have bought engaged, interested and hungry to keep your product or service past the guarantee period. This isn’t to be devious in any way and should not be used so, but it is imperative that you leave some highly valuable parts of the equation to be delivered upon until after you deliver your initial services or products. You want your new customers to have a great experience and to get the most out of your products and services right away and not just toss them to the side or not use them.
If you follow these phases in the above product launch example, your product launch will have a higher degree of success rate than if you did not conduct proper product launch planning. Make sure to break down each of the 5 phases and plan for each but make sure to leave some flexibility as you will always encounter needed changes that you must adapt to quickly during a launch.