book.chapter Introduction

The primary goal of introducing a new product is to captivate your target audience to such an extent that they eagerly anticipate the opportunity to purchase it even before its official release. This is accomplished by transforming your marketing efforts into a noteworthy event and generating excitement to capture their interest. The advent of the internet since the late 1990s has significantly altered marketing strategies. The three most notable changes include the speed, cost, and interactivity of communication. Nowadays, it's simpler, quicker, and more cost-effective to reach out to your audience. Messages can be disseminated rapidly, providing a sense of urgency. Email, for instance, is a much cheaper alternative to traditional TV advertising, and the barriers that once existed in publishing and broadcasting have now been dismantled. Additionally, the ability to receive immediate feedback allows for real-time market response tracking, eliminating the guesswork previously involved. These advancements have revolutionized customer outreach, shifting from one-sided sales pitches to interactive dialogues. The internet has enabled marketers to prime their audience by sharing valuable information at no cost, thereby creating a pre-launch buzz. This strategic approach to marketing involves initiating conversations that are inherently more engaging than aggressive sales tactics, which are often ignored by consumers. By embedding marketing messages within these conversations, you can capture attention subtly. A successful product launch hinges on providing exceptional value before making a sales proposition. Engaging in well-structured conversations, sharing memorable narratives, and pressing the right psychological buttons are key to prompting consumer action. Jeff Walker, a marketing expert, has outlined a sequence that has generated over $500 million in sales, emphasizing the importance of creating value in the world. The pre-pre-launch phase is discreet, designed to pique interest without overt selling. It involves teasing the upcoming product and sparking curiosity. Questions such as how to subtly hint at the launch, engage potential customers in product development, address potential objections, and stand out are crucial. A survey can be an effective tool for gathering this information while promising early access as a token of appreciation for participation. The pre-launch phase is about delivering substantial value and is typically spread over several days, comprising three key content pieces: opportunity, transformation, and ownership experience. These elements collectively build a rapport, showcase expertise, and trigger emotional responses. The launch day then transitions to sales, with a strong sales message and a limited-time offer to create urgency. Post-launch, the focus shifts to exceeding customer expectations and fostering long-term loyalty. Surprising new clients with additional unannounced bonuses can significantly enhance their experience. An automated follow-up email sequence can maintain the momentum of the launch and set the stage for future campaigns. Providing exceptional customer service and re-engaging non-buyers with additional content can also yield dividends in the long run. Finally, a thorough review of the launch process and outcomes is essential for continuous improvement.