Introduction to Product Launching
Why Launch a Product? (The Super List) And Why Is It So Important To A New Product Launch Checklist?
You can also watch New Product Launch Checklist in video format in our FREE training area
So, exactly what does nearly every expert online inform you to do if you wish to grow your internet marketing business? Hand out lead magnets to freebie-seekers. Develop your list. Market affiliate products to them. Make commissions. We’ve all heard it before, right? And you know what? That technique worked. Back in 2015 …
Issue is, it doesn’t work anymore. Nowadays, freebieseekers have secondary “scrap” email accounts that they reserve for collecting emails from these offers, however, these accounts never get used. Your e-mails are going to inboxes where they are left unread, drifting in a sea of thousands of other marketing emails. This, combined with the fact that many people even utilize fake e-mail addresses, is exactly what has resulted in such significantly low e-mail open rates throughout the this market. And not only does this list of freebie-seekers almost never ever open your e-mails, but the few of them that do will almost certainly never ever purchase anything! Why? because they’re freebie-seekers!
So, exactly what is it that the successful internet marketers are doing in such a different way in order to get their results? They’re each working on building a “super list”. An super list is a list of genuine individuals, with real email addresses that they in fact read, who actually habitually get out their charge cards and buy things online. In other words, it’s a buyers list. The difference between a buyers list and a freebie-seeker list is as clear as night and day. One makes you money online whilst the other makes you angry!
So how do YOU get your very own buyers list? Easy. You release a product yourself and you get an ‘army’ of affiliates to send traffic to it. (Stay with me here!) Then you merely integrate your chosen payment platform with your autoresponder service so that your buyers get included as subscribers to your list immediately. Please don’t worry though, it’s not as insane as it sounds and, more importantly, it’s one of the few legit ways you’ll be able to move forward in internet marketing.
Now we should note that this article assumes you’ve already got a core product of your own. It’s all right if you don’t have a sales structure established yet, such as a sales pages, a funnel, or a private member’s area, due to the fact that we’ll cover all that next. However, as a minimum, we’re assuming you have already got a product created, whether it be an eBook, a video course, or a software application tool. If you have not yet created a product, simply take a look at our Product Creation article or video guide course which will have you producing digital products in no time at all.
How Do You Launch a Product?
There are a number of methods you can utilize in order to launch a new digital product. One of these methods is to do a “soft launch”. A soft launch is a ‘subtle’ opening of the doors, so to speak. You set up a product, have it ready to accept sales, and rather than having a big announced type of launch with unique offers and all the ‘whistles and bells’, you just start sending traffic to it.
On the other hand, there’s a “hard launch”. A hard launch is a publicized launch perion with a specific start and end time. The idea here is to drive large amounts of traffic to your brand-new product in a short period of time as possible. In most cases, there’s often a unique discount rate during this brief duration which encourages individuals to embrace the product early. Ultimately, the objective of a hard launch is to bring in a large number of brand-new customers (and with it – revenue) and to make an extremely noticeable ripple in the market.
Since the objective of this article is to get you a buyers list as rapidly as possible, we’ll be concentrating on the best ways to accomplish a hard launch.
The most important “how to do” of your product launch, nevertheless, is traffic. Where will you get it? You definitely COULD drive your very own traffic with paid ads and hope that you earn a profit, but the most popular approach is to recruit affiliates (also called “JVs”). If you can persuade and incentivize several affiliate marketers who currently have their own audiences and email lists to promote your product, you’re generally handing over the issue of traffic generation to another person. In addition this is also good because of the fact that you don’t need to fret about spending your very own money up front. You’re just paying commissions utilizing money from sales that were already made by your affiliates.
You therefore have the advantage of not needing to worry about targeting and tweaking and all the many other things you need to tinker when you spend out for your own traffic. All the people on these affiliate marketers’ lists are currently interested in your niche already and are most likely currently regular buyers of products just like yours. So, for the functions of this article, we’ll be concentrating on getting a lot of JVs/affiliates to promote a hard launch. However before we start recruiting JVs and sending out traffic, you’ll have to set up your launch structure which is exactly what we’ll be covering now.
Building Your Launch Structure
Before you start hiring JVs and sending traffic to a hard launch, you’ll require your launch structure to be completely ready and in place. Your launch structure includes your sales pages, your sales funnel, your price model, as well as the marketplace or payment platform you’re going to be using.
Your launch structure also consists of the backend infrastructure you’ll require for delivering your items to purchasers and your initial interactions with them after they buy. This includes establishing some form of help desk, a private member’s area (or item shipment process), and an autoresponder welcome sequence. (Note: lots of people would argue that these last 3 items are better categorized as CRM rather than part of your launch structure, and that’s a valid point, however we’re dealing particularly with the immediate post-purchase interactions that often make the difference between consumers who are pleased and annoyed refunders, so we’ve included them as part of your launch structure). Let’s take a closer look at each of these in a little more detail. I hope you are following me so far!
Prior to you begining to building your pages, you’ll need to work out exactly how you want your funnel to flow. Hopefully you have actually done an already great job of splintering your product into numerous stand-alone elements or combining your item with other similar products. The reason you have to do this is so that you’ll have several items to upsell and downsell throughout your funnel in order to optimize your profits. If you have not done this yet or aren’t sure how, see our guide on Product Creation which will be coming soon!
The overall flow of your sales funnel generally manages exactly what occurs after an individual purchases your front-end item. Generally, they’ll be provided with an appropriate, higher-priced product as an upsell. This product ought to preferably comliment or reinforce what the front-end item does. You’ll then need to plan for a “yes or no” scenario. You’ll (most likely) desire a 2nd upsell in case the buyer purchases the very first upsell, and you’ll need a downsell if they decline it. This can, in theory, go on as long as you want, but usually you’ll annoy individuals if your sales funnel is more than 4, perhaps 5 items deep. Depending on what marketplace you’ll be utilizing (talked about later on), you’ll be able to create item listings and set up your sales funnel before creating any of your real sales pages.
This is important! – obviously! Working out the best pricing strategy for the items in your funnel can really make a world of difference. Initially, you’ll wish to establish exactly what your “normal” price will be after the initial launch is over. Most of the time, this will certainly be lower than your product’s actual evaluated value. But then, for your unique launch duration, you’ll typically wish to use an even lower price to motivate early adopters. But beware. This isn’t a race to the bottom. So often, a cost that is too low will eliminate the viewed value of your item and can actually drive prospects away. You’ll really want to think long and hard about the best ways to find the perfect “sweet area” which both maintains the perceived worth of your item whilst also making it a no-brainer to snap it up before the launch ends. A good tip is to come up with a few different pricing ideas and combinations throughout your funnel so that, if you feel the offer isn’t really panning out well, you can alter it quickly. Be sure to be taking notes if/when you make changes so you can compare performance at various price points.
The last element of your structure that needs to be developed prior to proceeding to the sales pages themselves is which marketplace or payment platform you’ll be using. If you’re reletively brand-new to product launching and you’re relying heavily on JVs, you’ll wish to stick with one of the big affiliate markets instead of your own payment platform. This is so that you’ll have a greater opportunity of drawing in affiliates and many of these marketers are only comfy with these marketplaces anyway.
The main reason as to why this should be decided upon before you start you actual sales pages is that some of these marketplaces have specific standards and requirements for vendors and their pages. As an example, for a long time, ClickBank was the go-to affiliate marketplace for digital items. In recent years, nevertheless, JVZoo has emerged as an even more popular market for hard launches. ClickBank has the advantage of being a little simpler to use from an affiliate perspective due to the fact that the majority of items don’t need you to await the supplier to manually approve you as an affiliate. However, ClickBank is also much more stringent in its standards for suppliers and their pages and they also seem to be more evergreen oriented than launch oriented. JVZoo, on the other hand, is far more launch oriented and seems to be the preferred affiliate market for both vendors and affiliates when it comes to releasing brand-new products. Another market worth pointing out is WarriorPlus. This one is not necessarily “new” but it’s been recently upgraded and broadened and is making a huge comeback! It appears to have more similarities with JVZoo than ClickBank and is very much related to the Warrior Online forum community (although the two are not formally or legally the same). Whichever marketplace you select, make certain to carefully examine their vendor standards and familiarize yourself with their policies.
It doesn’t matter if you really do think that you have the most fantastic, important, life-changing product in the world. If your sales page isn’t really converting, you won’t make money.Simple as that! Your sales page can be seen to function as a sort of bottleneck of your item’s success. There are a great deal of different techniques to sales pages and copy. Short-form, long-form, text-only, video-only, and so on. The most common one’s you’ll see today are hybrid mid to long form video sales letters. This suggests a sales page where the center of attention is a sales video at the top, under a headline, and after that a long or medium length sales letter below it that basically repeats the message of the video. This kind of page has the advantage of appealing to people who want to learn by means of video, individuals who like to find out by scruitinizing thoroughly, and people who like to just skim down the page and acknowledge the main points.
Whatever style you choose, ensure you keep it tidy looking, appealing, and have every component and element of it point to your main objective: the buy button. Purchase buttons, headlines, and CTAs should be clear and pop-out quickly from the background (so ensure you use contrasting colors). The general feel and look of your sales page should preferably match the theme and colors of your brand name image. Ideally, a page like this will have lots of images and sub-headlines to separate the text. Since a sales page is such an essential part of your success, it’s something you need to actually think about contracting out if you aren’t already proficient at it.
Product Delivery and Membership
So, where are we in the funnel now. Oh yes! So once you’ve gathered a payment, you’ll require an automated technique to provide the product to your buyer. Some markets provide product download or delivery within their platform. Otherwise, you can just forward purchasers to your own delivery page with download links or the video lessons and so on. However it’s best, these days, to take an extra step to protecting your content and to lock it behind a dedicated members’ area. There are a number of alternatives for this. Initially, there are the more typical WordPress-based alternatives like WishlistMember, MemberMouse, and Digital Gain Access To Pass.
Then, there are non-WordPress services like Kajabi or FreshMember. Whichever you select, you’ll have to go through a few action steps to integrate it with your payment platform or marketplace so that people can automatically access their purchases after purchasing. (Does that line make sense?) Also, pay very close attention to how you’re setting up your subscription script and ensure that it’s securing all the proper pages for all the proper products. Also, test to make sure login information is instantly being sent at the moment of purchase. Another essential advantage to membership-based shipment is that it can decrease refund rates. If dishonest clients have to login to access content, they’re much less likely to request their cash back than if they can simply download files to their computer right away.
|Some form of customer support will be an ongoing and permanent part of your relationship with each and every one of your customers. However, for this article, we’re specifically focused on the very first interaction you’ll be having with each customer. Namely, login headaches and refunds!
Prior to your launch, ensure you’ve picked out and tested a solid support desk software. There are lots and lots of them out there to choose from. The 2 most popular ones are arguably ZenDesk and FreshDesk. Attempt to test drive a couple out and see which ones work best for you. As soon as you’ve got your helpdesk setup, you’ll wish to establish streamlined workflows and canned declarations/statements particularly for handling things like refunds and login issues. You can guarantee you’ll have a great deal of both of these!
Your canned replies for any refunds can either be to oblige immediately or to offer a type of “bribe” (for want of a better word!) of some sort to first try to keep the refund-requester on-board. For login problems, you’ll really be needing a step-by-step procedure which will enable you to look up a person’s transaction asap in order to validate exactly what they purchased, then, searching for their account details in your membership platform and either resending their credentials or creating new ones.
Likewise think about putting crucial details into your helpdesk’s autoresponse. Rather than “we have received your ticket and will deal with it as soon as possible” consider adding a couple of things like “if you have not gotten login details, please check your spam folder” and “due to our current product launch, support tickets may take a full 48 hours”.
A full post-launch e-mail autoresponder sequence will be covered later. Right now I only want to concentrate on the welcome series. Also called an ‘indoctrination’ series (I call it the brainwashing series!), what you want to do is instantly welcome the brand-new customer with an e-mail message. In this message you’ll want to footstomp a few things such as inquiring to whitelist your e-mail address (include a ‘connect to a whitelisting’ tutorial), advising them to check their spam for important product access details, a little introduction about your business and exactly what they can expect to hear from you in the coming future, and lastly, a cliff-hanger!
The cliffhanger is a promise of something, appropriate to what they just bought, that will be sent out to them the following day. The next day you can send out a pertinent email with details about the best ways to utilize their product or pointers and techniques, and so on. The day after that, you can introduce them to your most popular blog material or something such like. It doesn’t really matter exactly what you cover in these first few emails, as long as you’re providing worth and establishing a relationship.
However there is one specific thing you’ll want to think about doing for each of these welcome series emails. You’ll want to add an invite to purchase other items in the funnel, on the off chance the buyer declined your upsells previously. This can be a main point, stressing that the special launch price will soon end, or it can be more subtle and merely added in the P.S. location.
Now that your sales structure itself is operating, it’s time to go get some affiliates and persuade them to send their traffic to your offer.
Why Recruit JVs/Affiliates?
There are lots of methods to drive traffic today. But usually, when you have to drive large amounts of it for a product launch, you’ll be using paid techniques. In numerous industries, the standard is, obviously, paid marketing – generally pay-per-click or PPC. However, this is risky due to the fact that you are paying cash for traffic without any form of guarantee that those clicks you paid for will convert into sales! So you’re risking loss and you have little or no control of what your ROI will be.
For instance, you may pay $200 for 200 clicks and just make $200 from the handful of sales you made. It’s great that you at least broke even, however you had no control over that result and in the next campaign you may make back even less than you invested – yikes! But, you can still make this design work, clearly, but it requires a lot of screening, tweaking, adjusting, and an awful lot of “ad spend” simply to get to the point where you’ve optimized and gotten much better control over your anticipated ROI.
Compare that to the JV/affiliate design. When you do a JV driven product launch, you don’t need to fret about any form of ad invest. You’re only spending out for actual completed sales after they have happened and you know ahead of time what amount you’re paying per sale. You likewise don’t need to spend any time or cash screening and tweaking and targeting. You’re handing all that effort over to JVs with their own lists and audiences that they already understand well and know the best ways to pitch and market to.
When you compare the two, very plainly the JV/affiliate design holds a major benefit, specifically if you’re an independent entrepreneur and not an organisation with a huge advertising budget plan. Bottom line: if you wish to release a digital item new to the market, you require JVs sending out traffic to your offer or you can kiss your big dream of having a big buyers list bye-bye.
What to Pay Them
If a buyers list is your top priority, instead of revenue – and it really ought to be – then the unassailable finest commission rate is 100%. 100% commission launches instantly pop out and appear more appealing when JVs are looking at upcoming launches. Remember, your launch is not the only one out there, contending for affiliates. If an affiliate can make more hard cash with other launches, she or he will neglect yours. Simple! It’s pretty cut throat. So, if your front-end item is less than $20, you should seriously consider 100% commissions (you can always drop it to 50% after the launch). If your front-end item is higher than $20, then it is acceptable to use something like 50% or 75%. The most typical commission rate for the rest of a funnel is 50%.
Where to Recruit
Launch announcement websites are an excellent location to let JVs know about your upcoming launch. The two most popular ones are Muncheye and JV Notify. Both of these have a free subscription level where you can note your upcoming launch. However, to obtain an additional edge, you may choose to spend for added exposure on these websites. Both of them have paid choices that will trigger your JV hiring advertisements to be more prominent and get more views.
Another great location to advertise your launch is on the affiliate markets themselves. JVZoo, ClickBank, and WarriorPlus all have paid advertising choices that will enable you to get your launch in front of prospective JVs. The success rate and ROI of these ads will differ a fair bit.
You can also announce your launch in among the numerous Facebook JV/launch statement groups. These groups tend to be private, so you’ll have to request to join each of them. There are literally a ton of these groups on Facebook. A lot of these groups are like notice boards where everyone posts their launches, however, very few individuals read the launches, while others are a lot more interactive and worthwhile. Given that it just takes a moment to post in each of these, you might too publish, even in the lower quality ones, but just be aware that results will differ.
A Note on Coaches as JVs
Probably, the quickest and easiest method to get a high-level JVs on your group is to join their training program. Many IM coaches will make an offer to promote your item as part of their training plan. However, you ought to try to do this well in advance of your launch or even perhaps in advance of your item creation. This is due to the fact that these coaches really want to work with active trainees and do not want their training programs to become “affiliate for hire” type programs. Coaching programs tend to be very expensive, however, they are frequently, paradoxically, more economical and more effective than the above-mentioned paid advertisements that people typically spend a great deal of cash on.
Affiliate Signup Page
A JV signup page is crucial to getting affiliates on board and there are a ton of crucial elements that you ought to include, starting with a JV welcome video. Your JV invite video is most effective if it features you in “talking head” format. You should explain your item thoroughly along with all the details of your launch. This means you should discuss your funnel and commission model, your contest and rewards, and so on. Ultimately your video needs to end by thanking JVs for considering your launch and repeating your invitation.
Your sales funnel diagram would generally be the exact same place you lay out your commission model. Ideally, you must have a visual representation of each step of your funnel indicating all of the upsells and downsells together with the commission portion for each of those steps and the rate of each of those products. Include any different pricing choices you have for each of those products. You might define exactly what each step or item is on this diagram or it is also acceptable to merely identify them as OTO (one time offer) 1, 2, and so on, but expect some JVs to call you and ask exactly what those OTOs are.
Typically, your contest and leaderboard will be together in the same section. You’ll want to show images of your contest prizes if they are physical products in addition to other information (i.e. if you’re providing money options instead, for people who do not desire the physical prizes). If you have minimum sales requirements for each prize, list those clearly. However be alerted, a lot of JVs don’t like minimum requirements.
As for the leaderboard, you’ll want that published above or below the contest details. You can manually update the leaderboard yourself regularly or you can use an embedding tool that automatically updates it based upon the information from JVZoo, W+, and so on. It is not required to show the number of sales the candidates are making on the leaderboard and the majority of marketers actually keep this private.
You’ll be wishing to update your JVs every day on how the launch is going and to encourage them to keep promoting. To do this, you’ll require their e-mail addresses. You need to have a quickly noticeable opt-in form for JVs to sign up with. An included benefit of this is that on later launches you’ll have a list of JVs that you can email and inform about your launches directly.
In order to make life much easier on your JVs, encourage them to promote, and help them get greater conversions, you ought to supply a variety of done-for-you bonuses. These can just be repurposed PLR/MRR material (check the licenses and make sure you can utilize them as bonuses) that you put into a zip file and offer a download link on the JV page. For a course on ways to make these benefits look gorgeous and attractive, see our Bonus Creation video course.
As soon as you have got your bonuses sorted, you’ll wish to go the extra mile and develop a bonus template. This simply involves designing a html or WP page with those perks inserted into them, maybe some images and a couple of headings about your item with a CTA mentioning “grab these rewards when you buy [your item] through our link”. You then place this into a zip file and your JVs can just upload it to their site and drive traffic to that bonus offer page. You can either work with somebody on Fiverr to create a simple page like this or use an easy web builder like OptimizePress 2.0 to develop it yourself and export the page as an OP2 template (but bear in mind not all your JVs will have OP2).
Much like you have to offer DFY bonuses and perks pages to them, you likewise need to provide pre-written e-mails for them to utilize. You may find this hard to believe however, if you look carefully at the advertising e-mails in your inbox and after that take a look at the JV pages for those products, you’ll notice that even well known, high-level marketers often use pre-written swipes from JV pages themselves. Why? Due to the fact that it takes some time to compose a good sales e-mail and even more to fill your e-mail marketing platform with an entire series of them. Supplying JVs with email swipes permits them to copy and paste advertising emails and merely tweak them a bit to make them more distinct. I’m not saying ALL JVs care about email swipes, however, for many of them, this absolutely makes your launch more attractive. At a minimum, you need to have one email for each day of your launch, but 2 daily is better and having 4 or 5 scarcity-based ones for the last 2 days of launch is even better.
In this exact same section, you can likewise add a variety of graphics and banners for people to utilize in their blog sites and even paid ad campaigns. These are probably used less frequently, but it’s still worth having them. If you aren’t sure what sizes or measurements to provide, you can just go to Google’s AdWords marketing website and take a look at their standards for banner advertisement sizes. This isn’t really because you’re making these for google, but just since they cover a broad variety of sizes and shapes that can be useful anywhere.
To offer your affiliates an idea of how appealing your deal will be to their audience, you’ll wish to add a sneak peek of your sales page. This likewise allows them to check out the basics of your product so they can understand it better and write more in-depth and accurate advertising material about it.
Probably the most vital part is to ensure you have a big, bright, stand out button on your page welcoming affiliates to ask for an affiliate link for your product. This should link to your affiliate registration/details page on whichever affiliate platform or market you’re utilizing. So now that you have actually got a launch date set and an able army of affiliates recruited, it’s time to prepare yourself for your very first digital product launch.
So, you’ve got an item, your date is set, your sales funnel is all set, and your army of affiliates (all tooled up with the appropriate marketing ‘weaponary’) is waiting. It’s time to introduce your product (however initially, a brief note on pre-launches).
One thing you may want to do in the days prior to launch is a pre-launch. Pre-launches are a little less common today than they once were, but they can be incredibly useful.
Generally, a pre-launch simply includes a landing page where people can sign up to be notified of your launch and, preferably, you’ll incentivize them with a special low price or early access too the item or both! The concept here is that if you can get a considerable amount of individuals interested in advance, get them committed, and get their e-mail addresses, you’ll have the ability to mail them and start your launch off with a boom.
You’ll wish to ensure you’ve got your pre-launch landing page sorted out with your affiliate platform in a manner that gives affiliates credit for anybody they send out to the pre-launch page prior to launch.
Launch Week – Do You Need To Fine Tune Your New Product Checklist?
This is it! Take a deep breath …. this is the moment you have actually been working to the whole time. It’s launch week. Ideally you did a great job of communicating to your affiliates what time you would like them to start mailing and hopefully you didn’t make a rookie mistake like forgetting to set your listed item to “allow sales” or something.
Now, there are numerous things to remember for launch week:
Firstly, make sure you make an excellent impression on your clients by keeping an eye on your support desk and answering tickets and making good any problems ASAP.
Secondly, keep your affiliates up-to-date and inspired with regular updates about the JV leaderboard and the funnel’s efficiency. Do this via email, social media, your blog site, and so on.
Third, it’s appealing to keep up all day and all night seeing the sales coming in or stressing over customer support concerns (specifically if there’s something troublesome occurring with your subscription or software) and yes, you’ll likely not get as much sleep throughout a launch, however don’t wear yourself out too much. Whether things are going really slowly or actually quite well, keep in mind that life goes on. Make sure you take time out in order to hang out with your friends and family!
If you’ve had a particularly demanding launch, it’s tempting to want to put your feet up and vanish for a couple of days afterwards. Not so quickly! … You’ve got essential post-launch work to do.
Firstly, you need to ensure you send out a big thank you message/post/video to all your affiliates. It is very important to make them feel appreciated considering that you’ll likely be counting on them again on the next launch.
Then, guarantee you pay or deliver off whatever rewards were won by the JVs on your leaderboard.
Also ensure you go in and make any non-automated commission payments that you may still owe (e.g. with JVZoo your Stripe deals do not automatically “divided” so you have to this by hand and pay affiliates for those sales).
Definitely remember to increase your products price. False scarcity makes people angry and causes a loss of reliability for you and your affiliates. If you stated the launch cost was going to end at midnight, you need to increase it after that.
Lastly, ensure you have actually got a robust autoresponder series set up to start for each purchaser right after they complete your welcome/indoctrination series. Keep in mind, your buyers have a hundred other online marketers bombarding their inboxes all day long, if you do not begin your email marketing instantly after their purchase, they’ll forget about you and will wonder who you are and how you got their e-mail.
Even though your launch period has ended, it doesn’t imply the doors are closed. On the contrary, you wish to bring is as much constant evergreen traffic as possible. Make a note on your JV page that you are now evergreen and motivate existing affiliates and future ones who might happen upon your page to plug your deal into their autoresponders as an evergreen product. Likewise, think about connecting to affiliates for private promotion opportunities where you can put a message like “special offer for fans of so and so” at the top of the page and let their audience get the deal at the original launch price.
Everything you have now learned here in relation to a new product launch checklist really does give you the possibility of getting your business off the ground and your buyers list integrated into your autoresponder in no time at all. But it’ll have been completely useless if you do not begin doing something about it immediately. So, the ‘Battle Plan’:
Step 1: Determine which affiliate marketplace you’ll be introducing in and arrange your launch date.
Step 2: Draft up your funnel and pricing structure (splinter products, if needed).
Step 3: Design or outsource your sales pages.
Step 4: Choose your help desk and product shipment method.
Step 5: Write out and arrange your welcome/indoctrination series in your autoresponder.
Step 6: Develop an affiliate signup page and start hiring affiliates.
Step 7: Prepare for your very first launch
You can also watch New Product Launch Checklist in video format in our FREE training area