What should you do before you even mention sales? How can you make a product launch an event that people don’t want to miss?<\/p>\n\n\n\n
In Launch<\/em>, entrepreneur and digital marketing expert Jeff Walker says that you should prioritize giving value and building customer engagement rather than focusing on sales to launch a product online quickly and successfully. He provides a practical strategy with clear steps.<\/p>\n\n\n\n Keep reading for an overview of Launch<\/em> by Jeff Walker, and get on the road to a successful product launch.<\/p>\n\n\n\n\n\n\n\n By following the product launch strategy in Launch<\/em> by Jeff Walker, you\u2019ll be able to market and sell a product<\/a> with little to no start-up costs and build a business that grants you flexibility, autonomy, and immediate profits. Walker\u2019s process hinges on creating a powerful tool: the email list.<\/p>\n\n\n\n Jeff Walker is a leading digital marketing specialist and entrepreneur. Since he first developed his Product Launch Formula in 1996, Walker has been teaching and refining it through the experiences of both his personal and client launches.<\/p>\n\n\n\n We\u2019ll explore what sets Walker\u2019s product launch method apart, examine each stage of his formula, and learn how you can apply his strategy to grow your own business.<\/p>\n\n\n\n First, we\u2019ll discuss what a product launch is, how the Internet has changed the marketing game, and how we can adapt to the new landscape for impressive financial results. Next, we\u2019ll dive into the five stages of a product launch, discussing the tools you\u2019ll need and why they work. Lastly, we\u2019ll explore two alternative ways you can launch a product.<\/p>\n\n\n\n Walker insists that cultivating interested buyers before<\/em> releasing the product is the key to a successful launch. At its simplest, a product launch is the process of introducing and selling a new product to potential customers.<\/p>\n\n\n\n According to Walker, the Internet has unique advantages and challenges. To achieve success through Internet marketing, he insists that you must depart from traditional marketing<\/a> approaches and embrace a launch strategy focused on customer engagement.<\/p>\n\n\n\n To stand out in this digital marketing arena, Walker suggests you take advantage of mental triggers\u2014brain shortcuts that influence people to do certain things\u2014in your product launch. These triggers support three key factors of a successful launch: value, relationships, and desire.<\/p>\n\n\n\n When you give value before<\/em> mentioning sales, people will be more eager to purchase your product down the line. Walker writes that, when you focus on value first, the sales will come naturally. When you provide value free of charge, you\u2019re establishing trust and authoritativeness. Even just by giving quality information\u2014a tip or trick\u2014you\u2019re giving people a taste of what your product or service will be, as well as your expertise. When you\u2019re generous with free content, people will appreciate you and feel more inclined to reciprocate by buying your product.<\/p>\n\n\n\n Walker writes that, to launch a product successfully, you must forge strong relationships with your buyers and potential customers. <\/strong>When you do this, you\u2019ll be more memorable <\/em>than just loud<\/em> and stand out from your competitors. One way to build these relationships is to <\/strong>pace your launch over the course of several days or even weeks.<\/p>\n\n\n\n When you build a community around your product, you form not only robust relationships with your customers but also connections between your buyers themselves, which generates more momentum in your launch.<\/p>\n\n\n\n Walker suggests you treat your product launch like a major event to stir up anticipation and build desire. Turn your product launch into a countdown that generates excitement. Walker reasons that this approach activates people\u2019s natural desire to be a part of something bigger.<\/p>\n\n\n\n Just like an event, however, your launch must have an endpoint. By having a definite window, you create an urgency to buy your product. When things are limited, people feel more hastened to make a decision<\/a>.<\/p>\n\n\n\n To make your launch an event, approach your product launch in five stages.<\/p>\n\n\n\n Before you even mention your product, attract followers who are interested in receiving regular emails from you. To start building an email list<\/a>, Walker suggests you:<\/p>\n\n\n\n Walker suggests three methods of promoting traffic to your page: organic traffic, social media, and paid advertising:<\/p>\n\n\n\n Once you\u2019ve accumulated an email list, start bringing your product to the attention of your email subscribers. In this step, gauge whether you\u2019ve got a successful product worth launching by soliciting engagement from your followers.<\/p>\n\n\n\n Send a simple email to your followers telling them about the product you\u2019re planning to launch. Walker suggests directly asking for feedback<\/a> and questions through a survey with questions. Take note of their receptivity to your offer as well as any objections.<\/p>\n\n\n\n Afterward, write another email thanking people for their input and providing a progress update. Maintaining steady communication with your list ensures you\u2019re more frequently at the front of their minds.<\/p>\n\n\n\n After you\u2019ve introduced your followers to your offer, send three pieces of marketing content to your email list to build anticipation for your product and convince them to buy. Walker suggests you space these marketing pieces over the course of five to twelve days. The content format doesn\u2019t matter\u2014it could be an email, podcast, video, or even live-stream broadcasts.<\/p>\n\n\n\n In your three marketing pieces, Walker recommends you give your target market the answers to why<\/em>, what<\/em>, and how<\/em>. These questions correspond with the reason, the product, and the benefit.<\/p>\n\n\n\n After answering these questions, answer any major questions you\u2019ve received from your feedback requests. Then, transition into discussing your offer and the logistics of how your followers can finally attain your product (and its benefits) for themselves.<\/p>\n\n\n\n In this third stage of the launch process, you can open your product to the market. By this point, Walker notes that most of the work is already done. All that\u2019s left to do before you start taking orders is to create a sales page on your website with a video or letter summarizing your offer while emphasizing how buyers will benefit from it.<\/p>\n\n\n\n Then, send a short email with a link to your sales page announcing that your product is available for purchase. For better results, communicate regularly with your followers. Send an email each day of your launch giving updates, expressing gratitude, and answering questions.<\/p>\n\n\n\n To create urgency, consider having the price increase, a special bonus go away, or the offer end completely. Near the end, Walker advises you to send out emails reminding people of your cart\u2019s closing time as many people are natural procrastinators.<\/p>\n\n\n\n (Shortform note: What happens if people add your product to their cart, but don\u2019t make the purchase? Experts offer tips on how to remind your customers to purchase a product they had previously added to a cart by crafting a cart recovery email<\/a>. In your email, display your customer\u2019s cart and give a link returning them to their cart so that they don\u2019t have to re-enter their information. Also, include a call to action<\/a>, such as a \u201cReturn to Cart” button.)<\/p>\n\n\n\n Continue nurturing your relationship with buyers (and non-buyers) to grow your business long-term. Walker notes that people often feel underwhelmed after purchasing a product. To address this, continue to communicate and deliver more than what they had expected. Strengthen connections by writing an email expressing your thanks, summarizing your launch results, and asking for feedback.<\/p>\n\n\n\n Walker suggests you follow up with and send bonus content to both people who had purchased your product and those who hadn\u2019t.<\/p>\n\n\n\n What if you don\u2019t have a product to launch? Walker says you can create a business from scratch with his product launch strategy. With nothing more than an idea, you can gauge interest, build anticipation, and make sales<\/a> by asking for continual feedback at every step. With this approach, you develop your product as you\u2019re delivering it. This works especially well when you\u2019re offering information or training to others.<\/p>\n\n\n\n Take your launch to the next level by doing a partner launch<\/strong>. In this approach, Walker suggests teaming up with one or multiple companies to promote your product<\/a> to their <\/em>subscribers. By having access to other email lists, you can quickly grow your own.<\/p>\n\n\n\n In the stage leading up to your launch, have your partners send emails telling their followers about your offer and directing them to your squeeze page. In exchange for the increased exposure, your partner receives a portion of your sales.<\/p>\n\n\n\n Walker offers these steps for finding a partner for your launch:<\/p>\n\n\n\nLaunch<\/em> by Jeff Walker<\/h2>\n\n\n\n
The Product Launch in the Online Business World<\/h3>\n\n\n\n
Three Keys to a Successful Launch<\/h3>\n\n\n\n
Build Value<\/h4>\n\n\n\n
Build Relationships<\/h4>\n\n\n\n
Build Desire<\/h4>\n\n\n\n
Stage 1: Create an Email List<\/h3>\n\n\n\n
Stage 2: Gauge Interest<\/h3>\n\n\n\n
Stage 3: Build Anticipation<\/h3>\n\n\n\n
Stage 4: Open to Sales<\/h3>\n\n\n\n
Stage 5: Follow Up<\/h3>\n\n\n\n
Product Launch Variation #1: Launch Without a Product<\/h3>\n\n\n\n
Product Launch Variation #2: Launch With Partners<\/h3>\n\n\n\n