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How to Turbo-Charge Your Product Launch

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Written by Ray Edwards

Tuesday, 06 May 2008

Many marketers wonder if product launches still work. We all know the techniques, we all see it coming. Could this formula still work? Why do a product launch, anyway?

by RayEdwards

Many marketers wonder if product launches still work. We all know the techniques, we all see it coming. Could this formula still work? Why do a product launch, anyway?

While it's true that the "standard" product launch won't produce the way it did a year ago, the strategy of using product launches is as strong as ever.

To make a successful product launch now, you need to follow a formula. Let's face it, all the low-hanging fruit has already been picked. But with this formula, created by Jeff Walker, you can have a successful product launch.

Jeff Walker coordinated the launch for the Membership Site Boot Camp. Perhaps you have heard of it. This amazing launch, for which I wrote copy, earned $1.7 million in the first week alone! Yes, product launches are still a great way to make money.

I would encourage you to study the original Product Launch Formula at www.TheProductLaunchFormula.com. Even if you don't intend to buy Jeff's course, he gives away great content at his site. Don't miss it.

These three tactics can help you boost your launch results:

Use the "reverse squeeze page". I believe this term was created by John Reese (not too long ago, in fact). What this means is that you give away the content before you ask for their opt-in information. For instance, you show them a video and at the end of it you say, "We'll be creating some more videos. If you'd like to receive them absolutely free, give us your name and e-mail address and we'll make sure you get them." You give before you get.

Give away your best material right up front. The mistake most marketers make is NOT giving away their best material up front. The common fear is, "If I give away my best stuff, I won't have anything to sell them!" This concept was actually pioneered by Eugene Schwartz, the great copywriter and author of Breakthrough Advertising. He found that when you give away your best product, the perceived value of your salable product goes up. What goes through people's minds is, "Wow, if this is what they're giving away, the stuff they have inside must be AWESOME!" They assume that what they haven't seen is just as good or better than what they have. Now, you may ask what happens if they get inside and discover that the product you're selling isn't as good as what you gave away? What frequently happens is you benefit from what I call the "Halo Effect". They were so impressed by the material you gave away that they credit the other material with being better than perhaps it actually is. There's nothing wrong with this - it is going on inside their nervous system with no manipulation on your part.

Share your story with your sublist. Don't e-mail them to tell them that you're going to sell to them. That's not a story - it's a statement. People love stories. Offer them personal insights into the business, tell them how the launch is progressing, or take them to blog posts. Use all the principals of influence that Jeff teaches in his course. It's worth it!

Jeff's Product Launch Formula is a wise investment, in my opinion. Use these three tips to get started on your next product launch. Not only will you gain new business, but you will also improve your conversions.

About the Author:

For an inside look at the techniques of a top direct response copywriter, visit the site of Copywriter Ray Edwards. There you'll find a daily podcast, video tutorials and copywriting advice.

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