Product Launch vs. No Product Launch
Product Launch Manager, Oliver Olsen asks, “What’s your product marketing strategy?”
The following table lays it out…
|
No |
Launch |
| Your offer hangs in cyberspace forever = zero sales triggered from scarcity | Your offer is available for a limited time, at a limited price, with limited bonuses = scarcity triggers sales. |
| The sale of your product is simply another offer among the all others out there. | The sale of your product is an EVENT that has a beginning, middle, and end = gets more attention. |
| Product always available = zero sales due to anticipation of opening / launch day. |
Product not yet available: builds anticipation of launch day = more sales. |
| A free report or piece of software just doesn’t cut it anymore. | Free content during pre-launch makes prospect feel indebted to you: reciprocity triggers sales. |
| No interaction = minimal trust = money left on the table. | Direct interaction with prospects via surveys, comments, and email during pre-launch builds trust = triggers more
sales. |
| Attention held for just a few minutes when they look at your sales page. | Attention held for weeks by means of various digital content: teleseminars, emails, surveys, a blog, and
videos. |
| Zero feeling of community. | Being in the launch loop makes prospects feel part of something; clicking the “Buy” button completes this
feeling. |
| Reason to ACT NOW is weak…product is more or less always available. | Reason to ACT NOW is real – product will be taken off the market, prices will change, bonuses will go away. |
| Zero social proof generated during sales cycle. | Social proof of interest in product generated through comments on blog and survey results BEFORE product
goes on sales = feeling of people lining up to buy. |
| Complete sales pitch only exists in sales letter – most people do not read the whole thing and therefore miss key
triggers. |
Complete sales presentation happens during pre-launch in digestible bytes. The sales letter is only used as the last line of defense on launch day. |
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