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Multiple Avenues To Increase Sales
Using just one media to launch a product will have a limited appeal to a lot of people. On the other hand, if you get a mix of traditional email and website marketing, combined with audio, video, teleseminars and social networking, you’ll create a much more dynamic, fun and engaging launch process.
Here’s a bit about each type of media and how it’s used.
Teleseminars are one of the highest converting ways to run a JV campaign or affiliate campaign.
A plain email sent to a JV list usually has one big problem: they don’t know who you are. Even though you’re being endorsed by the list owner, they’re still hearing about you for the first time and just don’t have the same level of trust developed as someone who’s been following you for a while.
The teleseminar solves this issue. By having both you and someone they already know and trust on the call, the credibility is instantly passed over to you. You can then deliver a content-packed 40-minute presentation, followed by a short pitch to promote the actual launch.
Video sales letters have taken online sales to a whole ‘nother level. In the past, it was rare for pages to get any higher than 2% conversions. With video sales letters, conversions as high as 8% and above are possible.
Why? Because people get to attribute a real face and personality to what they’re seeing. If you’re congruent and believable, the increased trust makes it a lot easier for someone to feel comfortable pulling out their credit card.
The videos don’t have to be high-tech or expensive. With just a $200 camera and a $50 mic, you can create a compelling series of videos to compliment your sales campaign.
Social networking can help your content go viral. It’s rare that someone will love your content so much that they’d actually forward an email or website to a friend. But to “like” it on Facebook or “retweet” it on Twitter is both much easier and much more socially accepted.
Choose one to three social networks to build a presence on. They should be social networks your audience is already on. For example, the younger tech-centric audience might be more prominent on Twitter, while the older and more professional network will more likely be found on LinkedIn.
Creating Your Own Mix of Media
Instead of coming up with a new mix of media for every launch, you’ll save a lot of time and energy by mastering just one formula.
Perhaps text and video works best for you. Others might run product launches with twenty teleseminars. Still others create tons of viral, link-baiting content designed to spread like wildfire through social networks.
Pick your own set of media and learn the ins and outs of it. Don’t just use text; but create a mix that works for you.
Overview of the Entire Launch Process
For many businesses, launching a new product is what takes them to the next level. The month of a launch can mean as much as double or triple your normal amount of business. That said, to get that kind of results, you need to manage your launch well.
In this article, we’ll take a look at what a successful launch process looks like from start to finish.
Come Up with a Slant or Unique Product
The first step is to come up with either an entirely unique product, or a product that’s similar to other things on the market but with a unique slant.
For example, in the weight-loss market, hundreds of books fail every year because they try to take the same approach as other books in the past. But the “Eat This Not That” books hit the New York Times Bestsellers list very quickly, because it took a very unique angle on an already existing subject.
Finding and Managing Partners
The type of emails and offers you’d craft for a JV-centric launch and a launch to your own internal list only are very different. Before you can intelligently structure anything else, you need to know exactly where your traffic is going to come from.
Marketers in the beginning stages of their career will tend to market just to their own lists, potentially with one or two other affiliates.
More experienced marketers may have many affiliates, or several big-time JV partners.
If you’re expecting many affiliates to sign up, then the main goal of your funnel is to make it as easy for your affiliates as possible. Make the link sign-up process easy, make it easy for them to place tracking pixels if they need it, have emails and banners up, and go the extra mile to do anything and everything to help them.
If you have one or two JV partners that are disproportionately big, then do custom campaigns for them. Do custom landing pages, custom emails and, if you can, do a joint teleseminar. This is your one shot to bring their customers to your list.
The Push and Sales Process
Once you have your angle and partners lined up, then it’s time to start marketing the product.
Start by just giving teasers of what the product is about. Don’t send emails about it, but just allude to a new product on Facebook or Twitter and in the P.S. sections of emails you’re sending out.
Then, as it gets closer to launch date, be bolder about your marketing. Tout the benefits of your product; sell it with passion – loudly and proudly. Make sure you also have a scarcity mechanism in there so people will act now to buy.
A well-structured launch process can have a huge impact on sales. If you just launched a product without using the proper process, you’ll probably make a few sales. On the other hand, if you launch it with a well-designed sales process, you’ll likely see a massive flood of sales on the day of the launch. It’s that big of a difference.
11 Must Know Product Launch Tips!
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Pushing The Fence Sitters
It’s one thing to get someone excited about a product. But it’s something else entirely to get someone to pull out their credit card and pay. A new product, especially one with a well-planned launch, will often have a very excited audience. But to actually get someone from being excited to making a purchase requires quite a bit of convincing-power.
Here’s how it’s done.
End with a Strong Call to Action
Summarize all your most powerful selling points. As they near the call to action, the excitement level should be rising higher and higher. You want to hit them with the close right as they emotionally “peak.”
Near your call to action should be all the main benefits and perhaps just a handful of carefully selected bullets.
You’ll also want to have some sort of proof element near the call to action. This helps “soften” the hard-hitting sales power that’s concentrated around the call to action.
How to Ask for the Sale
Asking for the sale is one of the most important components of a great call to action. But how to you actually ask for the sale?
One way is to recap all the main points of not having the solutions, recap why you’re credible and recap the benefits. Then, ask them to buy.
Another way is to stress how risk-free it is. Emphasize the money back guarantee, so they know they can get their money back if they at all feel it’s not worth it.
Finally, one method that works surprisingly well is the “sincere ask” close. This is where you connect with your reader one on one, remind them that you really know what it’s like to be them and ask them sincerely to buy, so they can change their lives.
You can also try experimenting with payment structures. Try selling your product with a $1 trial, with the product being billed later. Or try selling it through payment plans. These can all increase conversions.
Lowering Shopping Cart Dropout
After someone hits the purchase button, there’s a good 3-5 minutes where they’re just entering in credit card details.
During this time, people who’ve decided they want to buy might change their minds. A lot of business owners lose a lot of sales to what’s called “shopping cart dropout.”
The best way around this is to make your shopping cart a “sales letter” in and of itself. Have the benefits, main points and snippets of copy sprinkled throughout the checkout page.
These are a few things to keep in mind when you’re giving someone that final push to order. Don’t be timid when it comes to your call to action. Use all the momentum, excitement and power you’ve already generated and give them that one last burst of selling power needed to get them over the hump.
Using Pre-Launch Content to Build Excitement
Launching a new product isn’t just about selling. It’s about pulling people in and getting them interested. Instead of going for the hard sell, one of the best ways to get people to buy is instead to give them great content.
Not just any content, however. Content that explains the problem well, that delivers genuine value to the reader, while still whetting their appetite for a solution is what will increase your conversions.
Let’s dive into this concept a little more.
The Importance of Delivering Content
If your list ever gets the sense that you’re hard-selling them, they’re probably going to stop reading.
On the other hand, if you’re speaking to them in “What’s In It For You” language, so they’re getting something out of reading your content even as you’re selling to them, then they’re much more likely to stick around.
Believe it or not, you can send half a dozen sales emails to your list and have your readership be even more interested in reading your emails, rather than less.
Delivering Value while Explaining the Problem
Explaining the problem is one of the most important parts of the sales process. Unless someone gets emotionally connected to the problem, they probably aren’t going to buy.
How can you explain the problem to them, without losing their attention? By telling them things they don’t already know.
Let’s look a specific example to see how this works. The market we’ll use for this example is “How to save for retirement.”
The goal here is to write a series of content-rich articles or emails that people will actually get something useful out of, and that still whets their appetite for solving a specific problem.
Market Example: How to Save for Retirement
Product launching in a month: “How and Where to Invest Your 401K”
Email 1: Why Most People Earn Less Than 7% on Their 401K Fund
Email 2: Why Just 3% of 401K Plans Beat the Market
Email 3: Is Your 401K Plan Secure? (Hint: Most 401Ks Lost 30% in the 2008 Crash)
And so on.
In each of these emails, you can detail some of the reasons why people don’t get the best returns on the 401Ks. You’ll talk about people who select the right funds to invest in and get abnormally high returns, as well as people whose funds were immune to various stock market crashes.
With each email, people need to feel that they understand the 401K system more and more. They should also be feeling more and more curious about what the “right” way to invest a 401K plan is.
Then and only then do you start dripping in the sales emails.
The moral of the story here is this: Deliver content and deliver value, without necessarily giving away the solutions in your paid product. Instead, give people content that’ll help them understand the problem better, while whetting their appetite for the product you’re about to launch.
What Happens When The Product Goes Live
Launching a new product is unlike anything else in running your business. You’re often dealing with a whole new class of customers who may not know anything about you. You’re dealing with new partners and affiliates you’ve never worked with before. Your support and fulfillment facilities are going to be put under an abnormally high amount of strain.
What can you expect? How can you make sure the whole process goes smoothly? Here are a few tips, starting from the 72 hours before the launch all the way through to a month after the launch process.
72 Hours before Launch
The three days before the launch are going to be hectic. Here are a few things to prepare for.
First, call your merchant account and let them know you’re going to be doing a launch. If a merchant sees someone who’s been doing an average of $3,000 a month suddenly pull in $30,000 in a single day, they’re going to be suspicious, especially if they don’t know what’s going on.
It’s often a good idea to have a back-up merchant account, even if that back-up is PayPal, just in case your account gets frozen. (This is unfortunately common for marketers launching new products who have merchant accounts that don’t understand internet marketing.)
Check with fulfillment to make sure they have enough products. Though you don’t want to overstock, it’s often a good idea to print a few more copies of products just in case you get more orders than expected.
During the Actual Launch
Expect the launch day to be hectic for you and everyone else on your staff.
People will call because they can’t get their order to go through. A video on the sales letter might not be configured properly, or an affiliate might discover halfway through his campaign that his traffic isn’t being tracked properly.
The list goes on and on. Even if you do everything you possibly can to create a smooth launch process, there are still going to be many mini-fires that need to be put out.
You and everyone on your staff need be on full alert that day, keeping track of everything. Watch your website stats and sales stats constantly and be in contact with customer support so you’ll know if any issues pop up.
Up to a Month after the Launch
The product launch process doesn’t end with just the launch day. There are still issues that can come up, for as long as a month after.
It’s important to remember that you’ve just taken a large number of people who aren’t familiar with you and turned them into buyers. These customers, sent from JV partners and/or affiliates, will behave very differently than your normal buyers.
They may refund your trial period more often. They might bombard you with emails. Or, on the plus side, they may be much more susceptible to upsells because they liked your product and haven’t been exposed to the rest of your work.
It’s important to recognize the difference in psychology between people from your own list and your new customers. Put out the fires that come up and jump on opportunities as soon as you see them.
These are a few things to look out for when you’re launching a new product. A product launch isn’t just a product push; it entails a complete different way of thinking. It takes care and vigilance, from at least 72 hours before the launch all the way to 30 days after the launch is finished.