Whether You’re Doing Your First Product Launch, Or Your 100th, It Pays To Have A Product Launch Check List.
Pilots have a checklist for safety, and they don’t take off until they have gone over every single point on their list. Hospitals now use checklists, and they are preventing mistakes and saving lives because of it. And your product launch deserves to have a checklist, too, so that you can minimize problems and maximize sales and profits.
For ease and simplification, I’m going to divide this product launch check list into sections. But that doesn’t mean you necessarily start at the top and work your way through. Read through the entire list before you get started, and decide what order makes the most sense for you.
In many cases you will be working on several things at once. For example, you might be finishing your OTO product while also building pages and waiting to hear back from JV’s.
Please don’t be daunted by the length of this list. If you’ve already launched a product, then you’ve likely already done most of these things. But by following this list, you won’t forget anything this time, and your sales and profits should increase accordingly.
“"If you can build anticipation into your marketing, your product or both, you’ve got a goldmine."”
Purchase your .com domain name (Don’t agonize over this. Just find something that works for your product. You might even find the domain first, and then name your product, since that is sometimes easier.)
Set up domain on your hosting service (If you don’t already have a hosting service, you’ll need to find one with great support and 99.9% uptime.)
Point name servers to host (This is super simple, and if you don’t know how to do it, use Google or YouTube.)
Install WordPress (or use your preferred website building program, or outsource the building of your website.)
Front End Product
This is your MAIN product.
Create your product. (This might be a product you create yourself, or you hire someone to create it, or you purchase rights to sell it.)
Test your product. (Is it software? Get a beta group to test it for you. Is it an information product? Hand it off to a few people to get feedback. You want to know if it makes sense, if there are any major typos or problems, and if it’s user friendly.)
Add support links. (Guaranteed, some of your customers will need support.)
Training and tutorials. (This is how you cut down on support requests. Create any necessary training and tutorials if your product is software, a service or anything else that warrants additional training beyond what is found in the product itself.)
Test download links. (When you’ve got your download page finished, add the download links and TEST THEM. Then send those links to a few friends and have them test the links, too. The last thing you want on launch day is non-functioning download links – believe me.)
Whether You’re Doing Your First Product Launch, Or Your 100th, It Pays To Have A Product Launch Check List ... Grab This One For FREE!
These are the product(s) you offer after a purchase is made. They could cost more than or less than the main product, and they are sometimes only available at this price at this time, in which case they are a one-time offer.
See “front end product” for explanations on the following:
Create or find your upsell product(s)
Test your product(s)
Add support links
Training and tutorials
Test download links
Affiliate page. (Create a page for affiliates that tells them about the product, as well as dates of the launch and promotion, commissions, contests, prizes, swipe ads and swipe emails, a review copy link, etc.)
Review copy link. (Create the link and place it on the affiliate page. This it the link where potential affiliates can download your product and review it. It’s much easier for affiliates to promote a product with which they’re familiar. And some affiliates won’t promote anything they haven’t tested themselves.
Banners. (Create website banners promoting your launch and your product.)
Swipe emails. (These are the emails that affiliates send out to their lists. You’ll want emails to build up to the launch, emails for launch day, and emails that progress through the promotion period to the end. Place these or a download link to these on the affiliate page.)
List in launch directories. (There are online directories of products that are going to launch. Affiliates use these to find products to add to their promotion calendar, so you’ll want to sign up on these.) 4 to consider:
Overview video. (Make a video for affiliates that explain the product, the launch, commissions, contest and so forth. Post in on your affiliate page.)
Bonus page. (Make a page for your affiliates that shows the bonuses, as well as giving them the download links in case they want to check them out.)
Affiliate list. (This is your own private list of affiliates that you will be personally contacting, to ask them to promote your launch.)
JVZoo ads and email blast purchased for dates (If using JVZoo, otherwise, appropriate ads and advertising on an alternate platform)
Emails to your list ready to go, selling the product (Timed to the launch)
Broadcast emails to your JVs ready to go (These should be timed to your launch)
JV ads ready to go (Use on Facebook any other place you want to advertise your JV)
Retargeting campaign set up and ads loaded (If you are doing retargeting – you’re losing money if you don’t)
Building Your Pages
Sales copy for main product
Sales copy for each upsell
Thank you and product registration page
Thank you and product download page (Thank them every chance you get)
Graphics for each page
Buy buttons for sales page and each upsell page
No thanks link for each upsell page
Autoresponder follow-up sequence in place to send to customers welcoming them aboard and pointing out how to get the most out of the product. Below is a screenshot of our recommended autoresponder.
Member area in place (if appropriate)
Special offer inside the membership area (Optional and only if appropriate - people who just joined are in a buying mood, so you might take advantage of that)
Product access tested (Again)
Affiliate request on download page (Suggest they make money by sharing their own affiliate link to the product they just purchased)
Set up support link
Add support link to thank you / registration page and the download page
Add support link to the first 1-3 follow up emails you send out
Clearly state either hours support is available, or estimated time it will take to get back to them. Be generous in your estimate. If you think it will take one hour, say one day, just in case.
Ensure that someone will be available to handle support requests
Test your entire funnel system
Ask someone else to test your entire funnel
Call your merchant account and alert them that sales are about to increase
Call your hosting and alert them of the big influx of traffic you’re about to get
If you have a support team, assistants, etc., let them know to be available as much as humanly possible during the launch
10 Ways to Build Product Launch Anticipation
Thanks to services like Netflix and Hulu, we can now binge-watch entire television series. And that’s a good thing, right? Maybe not for the average person, but it might represent an opportunity for your business.
Here are 10 ways to build anticipation for your next launch, whether it’s a product, service, website or whatever you might have in the works.
When I used to work a ‘normal’ job, anticipating time off was half the fun of getting time off. If I knew weeks or months in advance that I was getting a vacation, or even an extra day off from work, I would look forward to it and relish the upcoming ‘freedom’ I would enjoy. And if I got a day off with no warning, I felt cheated of this very anticipation. The unexpected day off was only half as good as it would have been, if I had known it was coming and could look forward to it.
Not long ago, all television episodes were released once a week. After watching an episode, the viewer had that entire week to process what happened and anticipate seeing the next episode. They would often discuss it with friends and try to guess how the cliffhanger would turn out.
In fact, entire seasons would end with a cliffhanger and the viewers had to wait 3 months to find out what happened. Nowhere was the phenomena greater than the famous, “Who Shot JR?” seasoning episode of the 80’s TV show, Dallas.
It made headlines and was even featured on the cover of Time Magazine, one of the most prestigious publications of that era. But now the anticipation is gone. When a viewer has only to click the remote to find out what happens next, cliffhangers lose their meaning.
Viewers are rushing through a series, watching 3, 4, and sometimes many more episodes at a time.
They don’t get the anticipation and appreciation of a good series. They don’t get caught up in the emotions and thrilled by the story line. Instead they rush through it in just days and feel lousy when it’s over.
Characters they just got attached to are now gone. There is a massive void where the series had been, and usually it’s filled with yet another series. It’s not unlike an addiction to drugs or food or anything else. More of the substance seems like a good thing, but afterwards it leaves a person feeling empty and depressed.
People love anticipation. Think about the first kiss in a relationship. You get to anticipate that kiss for hours and sometimes days or even weeks. It’s a delicious feeling, not knowing exactly when or where that kiss will take place, imagining all the possible scenarios, thinking of how it might feel.
"If you can build anticipation into your marketing, your product or both, you’ve got a goldmine."
Of course, simply announcing you will be launching a new product is NOT building anticipation. Everyone does that, and who cares anyway? Prospects who don’t know you certainly don’t care. The weaker the relationship with a prospect or customer, the harder you’ll have to work to build that anticipation. Your diehard fans, of course, will be an easier audience.
Think of a new TV series that no one has heard of. It takes a lot of savvy marketing to build anticipation for it. Contrast that with a show that’s been on the air for a year or two and enjoys a loyal audience – for some of them, you only need to tell them the date to be in front of their televisions and they will be there.
Here are 10 ways to build anticipation for your next launch, whether it’s a product, service, website or whatever you might have in the works.
In the points below, we’ll be using a product launch as an example, but these methods can work to launch nearly anything new.
1: Focus on Your Customers, Not on Your Product.
Your customers care about their problems and how your product is going to solve those problems and make their life better. They don’t care about specs and features until you convey to them how this new product will improve their life. Talk about how the product will affect your customers, how it simplifies things, makes things easier or brings about a desired result (and what that will mean.)
2: Get Help.
Ideally, you want to get thought leaders on board with your product early, before it launches. Get these people talking about your product before you even have a demo, so that they’re talking about what it might do. Apple uses this technique marvelously to get bloggers and journalists talking and even arguing about what they think the next Apple product will mean for customers. It creates tremendous buzz and gives them a head start when the demos or actual product comes out.
3: Be Radically Different.
Creating a product that is just a little bit better than others isn’t going to get you much buzz. But producing something that is totally, radically different in some way will set you apart into your own product category. You can become a leader in your realm, causing a major shift in thinking and how things are done. Do something that’s never been done before. Take a stand that’s bold. Be imaginative. Paint a picture that your prospects will walk a mile to live in. In other words, aspire to be a visionary.
4: Take Preorders.
If you’ve already got customers, they are likely to buy anything you release. Give them the opportunity to pre-order and get your product the moment it launches. These folks can then be some of your very best advertising, as they announce to others that they were able to secure a copy of your product from the first minute it launched.
Alternate strategy: Allow a limited number of people to buy the product ahead of time. This can create buzz, as these customers are already talking about what’s in the product and what it’s doing for them.
5: Tease Your Prospects.
To build up more excitement surrounding your campaign, try being mysterious. Don’t give away all your secrets in your first promotional campaign. You want people to stay curious and follow up to get more information.
6: Pre-promote Your Product at a Special Event.
Is there an in-person conference or even an online event where you can talk about your new, upcoming product launch? This can be a great time to capture people’s interest and score some free publicity, too.
7: Turn the Launch Itself into an Event.
You are the speaker and showman for your product, so act like it. Stage an entire event around your launch, with live online events, social media, partners and anything that makes a big deal out of your product launch. The more seriously you take your product launch, the more others will pay attention.
8: Use Video.
Studies show approximately 64% of customers make a purchase after seeing a branded video. According to half of polled marketing experts, video has the highest ROI compared to other content marketing strategies. And according to Insivia.com, 95% of information gets retained when it’s watched in video. Use video to tease, entice, build enthusiasm, do demonstrations, answer questions and sell.
9: Use Every Marketing Avenue.
Think hard: Who do you know? Which social media channels are you on? Who can you contact? Leave no stone unturned and exhaust every resource to build up excitement, get the word out and increase your exposure.
10: Drag out the Suspense.
Remember when we talked about binge watching, and how it’s ruining suspense and cliffhangers? When you’re launching your own product, YOU control when information is released. Hold back juicy news and details about your product and only hint at what it might be.
Bottom Line: Use the product launch check list above. Plan out your product launch like you’re going to war. The difference between a great product launch and a lousy one is planning and creativity. Decide what information you will release, when you will release, and what avenues you will use. Plan every detail and give yourself plenty of time to get people on board to help you.
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