Secrets of Product Launch Unveiled through 3 Questions

“Why do launches work so well?” That’s sort of a setup for me, since I love launches so much.  They work really well because they cut through the clutter.  Right now, there are so many marketing messages that people are getting in every form: online, and there are more all the time.

If you look at the number of advertising messages people see each day compared to even 10 or 15 years ago, it’s grown exponentially.  So, if you’re going to cut through that clutter and get people to pay attention to your marketing messages, the way you do that is with a sequence, and that’s what a product launch is.

It’s a sequence of marketing messages that grab people’s attention right from the get go, and then you build a relationship with them through time.  You create this conversation with them.  You make this very event based, and you cut through the clutter.  All of a sudden, people are anticipating, they’re looking forward to your next message. You become a welcome guest, instead of a pest.

That leads us to: “Will it work in my market?” Lots of people ask that.  I guess this is completely understandable, because what we care about is our business.  You look at something that’s working for someone else, and, “Well, that’s sort of cool.  I wonder if that would work in mine?

The answer is: “Yes, it’s going to work in your market; I don’t care what it is.”  It’s been proven in hundreds and hundreds of markets. I like to talk about John Gallagher and his herbal and medicinal plants and herbs; Jane Savoie and dressage.  There are all kinds of other ones: handwriting, handwriting analysis, carving wooden dolls, massage therapy.  It’s going to work in your market.  People respond to these mental triggers.

Next question: “Do I have to be a guru?” No, but if you want to be a guru, this is the way you become a guru, by doing a product launch.  If you want to get that expert status, and I highly suggest you do, because you end up making a lot more money if you’re seen as an expert. You can charge higher prices. You get what we call deal flow.

The deal flow is that people start coming to you, wanting to promote your product, or they have great things they want you to promote, or they want you to be in their product, or they want to give you stuff to sell.  That’s what happens when you get that expert status.

Product launches are the way you become a guru.  I wasn’t a guru when I started. We became known as gurus or experts after we did a product launch.  That’s the way you become a guru, and it works that way in other niches, in other markets.