The 5 Key Ingredients To Prepare for (And Sustain) A Successful Product Launch
You’ve worked long and hard on creating something that’s really special. Everything about your product is perfect.
Maybe you think you have a solid strategy for marketing it (and maybe you do) but like any good marketer, you’re always looking to improve upon your methodologies. Maybe that’s why you’re here.
Maybe you're a business owner and you've spent every waking moment on your product but aren't sure how to market it. Either way, I hope this is helpful to you.
Let me start by illuminating something that I learned very early on in my marketing career. There are only two types of products: vitamins and painkillers. It’s easier (and smarter) to sell a painkiller than a vitamin.
If you are getting ready to launch a product or service offering and you have a vitamin, it might be time to rethink the offer.
The sad fact is that many businesses struggle with this. I did.
In order to solve this problem, we have to go to the very beginning. We first need to develop and establish an intimate description of your ideal customer. You may have already gone through this exercise. If so, you’re a pro and you know it.
We’ve developed a methodology called The Relevancy Blueprint that asks all the important questions to unlock the code to who your ideal customer is so you can start building a more relevant marketing strategy.
This blueprint should be memorized, plastered on the walls and it needs to permeate every bit of marketing copy, campaign and the creative assets that you produce.
Once this step is done, we will be able to clearly see the “pain” your ideal customer may be experiencing.
Remember, if you’re smart, you’re selling painkillers. If not, you may want to consider reframing your product or come up with an alternative that does solve a real pain.
At FortyWeb, we sell proven return on investment with marketing systems.
The pain is that poor marketing strategy doesn't return any value so many businesses give up on it and go back to referrals and word-of-mouth only before they figure out that it can actually work. Achieving an ROI is elusive to most business owners. But we are able to achieve it with consistency. We have systematized it. Down to a science.
We do it with a methodology that we’ve refined and developed called The Relevancy Method.
Let me explain.
First and foremost, you must have a product that the world needs. Something that makes a positive impact on the people it touches.
If you have this, then selling your product on the internet without being "salesy" or fake, without using tired tactics that today's consumers are tired of, may be simpler than you think.
You’re able to build a better business with clients who love you, are loyal to you and you do it by creating a community of advocates who connect with one another on a deep personal level.
This type of business becomes an asset that can endure and flourish for years to come.
Let’s start with the first and most important ingredient.
#1. Relevancy - You Need To Understand How to Be Relevant to Your Audience.
To do this, you have to understand who your ideal customer is. Intimately.
This is the thing that allows you to stop them in their scrolling tracks and listen, read, consume your content and eventually, buy your product or service.
There’s a very specific process that someone goes through when they start down the path towards you — before they even know they need you.
When someone is experiencing a pain in their life, they go into “discovery mode.”
Whether it’s a problem with chronic back pain or trouble with a relationship or career fatigue, everyone who reaches the tipping point with the pain they’re experiencing will start looking for a solution.
What we’ve learned how to do is get in front of them before they reach the tipping point.
If you understand you, customer, intimately, you know the symptoms and characteristics to look for before they even feel it themselves. It's your job to help illuminate the real problem they're experiencing.
For example, many businesses have come to us for help fixing their Facebook ads when in fact, what they actually needed help with was their content strategy or sales methods. The offer wasn't clear. There's no content strategy to reinforce and lend authority to what they're selling. The funnel isn't working (or doesn't exist), Their website is outdated. Their system for lead generation and automation isn't effective or doesn't even exist.
We talk a lot about Facebook ads because it's the flavor of the year and most business owners that have tried it have failed and therefore that's usually the pain they are looking to solve. "We know we need to be doing this because we see how others are succeeding, but our methods aren't working."
The other problem we address is scalability.
For instance, we know that although it is challenging to do, many business owners make it without having a tremendous amount of knowledge about marketing.
They’re too busy running their business!
Many businesses will take off and grow and even flourish to a degree based on pure hustle, referrals, and sometimes sheer luck. At some point though, they reach a breaking point. They hit a wall. They’re unable to push past 10K, 20K or even 50K per month.
We reach them when they’re humming along, things are going smoothly and we just sort of “hang” and drop insights, share what’s working, offer tips and tricks until… Well, until they start seeing us as an authority. Not just a fly-by-night marketing agency, but one who is consistent and puts out quality, helpful (not "salesy" or pushy) content.
See, most people are playing the short game. They have outbound strategies that just sell, sell, sell, push, push, push. We’re guilty of this too. We used to do it. In 2018, it’s not working anymore. People want honesty. They want realness.
#2. Omnipresence - Show Up Everywhere Your Customer Is At
When you’re being truly omnipresent, it means that show up everywhere your ideal customer is at. Not in an annoying way. Remember, the messaging has to be relevant to where your specific target audience is currently at.
Want to know where your ideal customer is? It’s so inescapable, it’s become the butt of many jokes. Teenagers, moms, 30-somethings, grandma, and grandpa — everyone is looking at their phones, everywhere they go.
If you don’t have a strategy for reaching people where they are constantly checking notifications (to get that release of dopamine that goes along with feeling a part of something), you’re missing out huge.
Facebook, Instagram, YouTube, Twitter, Snapchat, LinkedIn… just to name a few.
The clear winner being Facebook when it comes to market dominance.
To illustrate, let me hit you with some stats:
- In Q1 of 2018, there are 2.2 billion monthly active users on Facebook (Source: Facebook 04/25/18)
- 1 in 5 page views on the internet is Facebook (Source: Infodocket 2012)
- Average time spent per Facebook visit is 20 minutes. (Source: Infodocket 2012)
- Age 25 to 34 makeup 29.7% of users — and is the most common age demographic (Source: Emarketer 2012)
Your ideal customer is absolutely on Facebook. It’s just a matter of finding them based on demographic criteria or an existing customer list for example.
The key isn’t in showing up at the exact right time when someone is ready to make a purchase, rather, it’s in showing up consistently so that when they’re ready to take the next step with you, there will be not a shadow of doubt because you’ve been with them. Educating. Illuminating. Offering value. Empathizing with their pain. Showing that you know how to help.
That’s where the magic happens.
That’s why having a strategy of consistency above all else, is what’s going to separate you from the crowd and help propel you to the next level in your business.
#3. Intimacy - Doing (Some) Things That Don’t Scale
Today’s marketing gurus all talk about the need for automation and funnels and slick tools that are designed to make it “easier” for businesses to reach higher and grow faster.
But we aren’t robots. In 2018, consumers are showing that they’re more sophisticated than ever. They’ve seen too many of the same approaches and tactics over and over that they can sniff them out. It repels them.
We want to attract them.
Intimacy in your marketing is made of up these three things:
Each of these can happen anywhere and everywhere. On and offline.
When you connect to someone, what’s the first thing you talk about? Do you immediately tell them about your business and your products with the hope that they’ll buy from you on the spot?
My guess is probably not.
You get to know them first. What makes them tick? What type of work are they in? Do they have kids? Where’d they grow up?
You get to know them. When you connect with people with your marketing, it should feel the same. Yes, I know you can’t ask people the “getting-to-know-you” questions all the time, nor should you go around attempting this as a strategy.
There are ways we can zero in on the people who have the right attributes and talk specifically to them. With long-form copy in a Facebook post. With a short educational video. A blog post. An email. etc.
Then we can retarget those who engage with us with more relevant content.
People who downloaded your “Free Blueprint,” well, they’re clearly in discovery mode or possibly in the hungry student phase where they’re needing help implementing something.
These people will see all the usual posts but they’ll also get something a little special. A little more specific. Again, nothing pushy, just valuable, insightful, thoughtful content.
Secondly, we have to make sure we’re having conversations with people. A lot of times businesses will put together a post or an ad and someone might comment and they don’t take the time to respond!
This is a great way to lose lots of people. Remember, that’s public for everyone to see. What do you think the thought process is if you have someone asking a question to the business and it goes unanswered? Probably not good.
Finally, we need to find a way to create a sense of community. This is done with online groups. You could use a Facebook group, Linkedin group or build a community on Slack or Telegram.
This is where you bare it all and get real with your audience. Don’t sugar coat things. If you’re struggling, tell them you’re struggling. If you’re on top of the world, tell them that too!
It’s important to know who you are and what your story (or the story of your business is) so you can tell it over and over again. People shouldn’t get sick of hearing it, but if it’s something that’s short and sweet and always rings true, this is the best way to establish humanity in you or your brand.
People connect with people, not brands. That’s why brands use people in their advertising. They also are really good at telling stories. Stories take people on a journey and help them to see how the journey is realistic for them.
I started a wedding vendor marketplace with my wife in 2012 that we ultimately abandoned because we weren’t able to scale it past 20K per month. Since then I’ve consulted in startups and 3 years ago I launched FortyWeb to help businesses avoid the same mistakes I’ve made through the years.
We only work with a handful of clients at a time because we care deeply about the success of each.
That’s me/us. Now let’s talk about the next thing...
#4 Having The Right Offer
Your offer is your Product or service.
It doesn’t have to be something that costs money. Although, you’d better have a paid product offering to present at some point.
Remember in #1 we talked about relevancy? Your offer needs to be relevant for where your prospect is at on their respective journey. If they’re just discovering their pain, you offer them a free guide.
If they already know their pain and are looking for a solution, you need to offer up some of your methodology. The stuff that you’re using that’s working for your business or your client’s businesses.
If they already know their pain AND are privy to your methodology, it’s time to make the big offer.
We’ve seen it time and time again (and are guilty of doing it ourselves even just recently). A marketing tactic is deployed that goes after people who are still in the early phase of discovery — or not in discovery at all. Meaning they may have pain, but they’re not aware of it yet.
If they’re not aware of their pain, they’re certainly not ready for you to offer them a solution.
Again, this is what makes The Relevancy Blueprint so crucial to being able to ensure that your offer is on point and that you’re not offering it too soon.
This leads me to the fifth and final ingredient you need for a successful product launch and that is...
#5 The Right Funnel & Follow Up Sequence
I started my agency without a website. I worked solely on word-of-mouth and referrals and it was great, but eventually I decided it was time to start practicing what I preach (creating and writing content) and that would require an actual website.
A website can be a funnel, but not all websites function like funnels.
A funnel is a sequence of pages that are linear that a prospect or lead can go through.
It could be as simple as a landing page with a free download. Once someone inputs their email, they get redirected to a second page with a second message. Maybe asking them to join a Facebook group.
It could be as complex as 5 to 6 steps, each asking for an upsell or a downsell.
The important thing is that you aren’t just sending people to your homepage — especially if you’re paying for traffic.
Paid traffic needs to be controlled so you can monitor your KPIs and optimize performance. And retarget based on specific objectives.
A funnel also should include follow up emails. Once someone opts in for your free thing, you need to show up consistently in their email inbox. 2 - 3 times a week to as frequent as once daily.
Yes, open rates are still only 20% on average but if you write great content and your audience really wants to read what you’re talking about, then you can get that closer to 40% even 50%.
The key is that you spend time on your content and know who you’re talking to so that you’re relevant (there’s that word again).
Working through The Relevancy Blueprint will give you a very clear understanding of what makes your ideal customer tick and how you (or we) can develop a strategy that meets them where they’re at, consistently, without being annoying or "salesy," and take your marketing to the next level.
Let us know if you like our approach, and if you have any questions or would like to apply to work with us, just click here to contact us today or feel free to tell us what you think in the comments below.
And don't forget to download your FREE copy of the Relevancy Blueprint right here: