Sooooooo. I hear you have a program, a product or a service you’d like to launch online.
Last launch didn’t go as planned?
What was it? Copy and messaging not strong enough?
Offer not enticing or compelling enough?
Or, maybe we didn’t quite have our ideal client and target audience description dialed in. Whatever the case, you’re going to want to hear what I have to say as you prepare for round 2.
Before I get into all of that, let’s first make sure we’re on the same page about what a product launch is.
Businessdictionary.com defines a product launch as “The debut of a product into the market. The product launch signifies the point at which consumers first have access to a new product.”
Okay. That’s not too bad, I guess. I personally like to define a product launch as an injection of revenue into your service-based business in a very short period of time.
Just recently, I led a marketing campaign that generated a quarter of a million dollars in 7 weeks. All online. All of the marketing happened online. The program was completely virtual and delivered online.
How did we do that? A Product Launch.
I once managed the marketing team for a live event. We had between 30 and 40 people attend the event and we generated just over $122,000 in two days.
How did we do that? A Product Launch.
Most of the clients I work with bring in between $25,000 and $50,000 over the course of 6 to 8 weeks. When you hear the phrase “product launch” going forward, I want you to think “cash infusion” or “marketing on steroids”.
Here’s the thing. When most people decide to launch a program, service or event online, they go ALL IN. (I mean all the way in.) WITH NO PLAN.
They jump straight into executing strategies and tactics (that’s the fun stuff right?). They exert lots of time, money, energy and effort. The end of the launch approaches, they have not met their goals and they say “What the @%!*& just happened?”
We didn’t think this thing through. That’s what happened.
We didn’t think through how much this launch was really going to cost in terms of time, money and other resources. Nor did we bother to ensure that our launch goals were feasible and realistic to begin with. Nope. We just pulled them right out of thin air. “That sounds like a great goal. Let’s go for it!”
No judgement here. I’ve been there myself. Everybody has and most coaches and consultants still are.
You’re different though. You’re smarter than the others. I know because you’re still here, reading this blog post. You know there’s got to be a better way. A more successful and profitable way to launch your programs and services online.
You’re right! See! I told you you were smart 🙂
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