Product Launch Strategies to Get Better Leads and Close More Deals
Discover the 2-Step Pre-Launch Plan and 7 Email Templates to Maximize Sales On Your Next Product Launch!
The key ingredient for a successful launch is Preparation.
Especially in today’s highly competitive market, preparing a proper launch strategy helps you find the unique selling proposition you offer the market.
As the health coaching industry continues to rise each year, reaching almost 8 billion in 2022, so is the number of health coaches. YourCoach reported that coaches will reach nearly 121,000 in 2022:
So as exciting as launching a new product is, launching before you’re ready can be a recipe for disaster.
The other critical reason for preparing a launch strategy is to find unique angles.
People are bombarded with an average of 4,000 to 10,000 advertisements per day according to a test conducted by Redcrowmarketing:
So you need to compete to get your customer’s attention… and once you have it — you need to keep it!
That’s why, in this article, we’re covering the essential elements of a successful pre-launch strategy. One that attracts, retains, and closes more sales!
The 2-Step Pre-Launch Plan
At the highest level, a pre-launch plan includes building an email list and sending them emails that gets your list excited for your offer.
Step#1. Build a List of Hungry Buyers
Email is intimate. It feels personal.
And if you’re tracking response rates, you can get incredible insights on what works and what doesn’t work for your market.
So, what's the best way to start collecting emails?
Most people advise creating a lead magnet that solves an urgent problem your target market faces. Lead magnets are great.
But you still need a way to drive traffic...
So it’s best to fill TWO needs with ONE deed using an EPIC CONTENT.
Epic content is longer-form, in-depth articles, usually between 2,000 to 3,000 words, like this one from Introverted Alpha:
But you don't have to write them in one go...
You can start by creating short articles about the same topic...
And when you have enough material, turn these short content pieces into a longer guide and put this guide behind an opt-in page.
That’s how you create content that creates a buzz! 🐝
Unless you have over a year before your product launch, you’re likely going to have to ignore SEO. But, that doesn’t mean you can’t create viral articles or really epic guides that your people will want to share.
After creating epic content, share your content on LinkedIn...
Or in your Facebook group...
Or in relevant subreddits and forums.
Share your epic content anywhere your target audience hangs out.
You can even share an ungated version of your epic content with your email list to warm up your existing audience.
The point is to start calling out the people whom you can help.
Now that you’ve built a list of hungry customers from your epic content, it’s time to excite and gain their trust by creating a series of pre-launch emails.
Step#2. Create a Series of Pre-Launch Emails
Pre-launch emails accomplish two very important things BEFORE you announce a new product or service to your list:
1️⃣ They segment your list
2️⃣ They create buzz and anticipation
So before you don your salesperson hat and start sending promo emails...
You got to get into storyteller mode and prime your audience with pre-launch emails!
One of the best strategies for pre-launch emails is to tell your backstory.
In Joseph Campbell's book, The Hero's Journey, Campbell describes how a hero starts as an ordinary person, living in an ordinary world before they receive a call-to-adventure:
Your call-to-adventure must jolt your audience.
You must embark on a journey for them.
They can safely watch and embody the experience, empathizing with your struggle and feeling a similar desire stir inside, like this one from Katie Poulin:
In the health industry, bonding with your prospect is crucial.
People believe their health struggles are unique. They refuse to believe a novel solution will work for them despite working for others.
Sharing your own personal backstory shows people that you are not superhuman. You weren't born with great genes or a silver spoon.
You faced similar hardships and challenges... making small wins at first... trying again... until finally developing a new unique way to achieve results.
And now you are inspired to make an impact on people's lives.
Pre-launch emails put you in the driver's seat...
And they lead nicely to promotional emails where you invite your prospect to take the wheel.
Now that you’ve gained the trust and created a buzz around your hungry customers, your job now is to retain the hype you created through your promotional emails…
The 7 Promotional Emails That Increases Desire for Your Product
I’ve used these emails for multiple successful launches for my clients.
They work because they lead a prospect from being solution aware to product aware!
Remember! You’ve already sent the pre-launch emails and bonded with your market. So your list has heard you tell your story or the story of past clients who have achieved better health.
Now it’s time to show them the same health benefits are possible for them!
Here’s how you do that:
Email #1: Product Announcement
This is also the time many people choose to announce a webinar.
Essentially, you are letting your list know there is a product that solves their pain.
And your goal is to build more anticipation around this new product before you make the offer!
Email #2: A Story of How Your Product Solved a Client’s Pain
Showing proof establishes trust and credibility in your method.
Ultimately, people are more likely to buy a product if they know that it has worked to solve other people’s problems.
Email #3: Make Your Product Stand Out From the Competition
Chances are, your customers have tried similar products before.
Differentiating helps them be confident that yours is not like any other products they tried in the past that didn’t work.
Email #4: Show the Product Features and Benefits
It’s not enough to list all the wonderful features your product has, connect the dots by explaining how it would make your customer’s lives better.
Most buyers don’t typically register on the technicality of your product initially, it’s only when you tell them what’s in it for them that you grab their attention.
Email #5: Answer Common Objections
Hesitations are common, especially for a new product or service.
You want to avoid these objections growing deep in your customer’s minds by answering them in your email to keep their interest in your offer.
Email #6: Let Them Know Time Is Running Out!
This is where you typically seal the deal for your offer.
Making customers warmed up and excited is one thing, but getting them to act immediately can be challenging.
Creating urgency is how you get people to act.
I’m not talking about false scarcity or fake time limits. I’m talking about real, authentic reasons why you simply cannot offer this deal forever.
Email #7. The Final Cart Close
Last chance emails drive every customer’s sense of urgency to the next level.
Letting them know that they may not get the same opportunity again would trigger their ‘fear of missing out’ response. This response motivates action.
Handing the Pen Over to You
A carefully planned pre-launch strategy works wonders if you want a successful product launch.
Good preparation is paramount to closing more deals on your launch, and it includes:
o Building an email list by creating an epic content
o Teasing and feeding customers with pre-launch emails
Retain hype on your product using the 7 promotional emails template to seal the deal.
Need Help With Your Product Launch Strategy?
I’m confident that I could help you get some clarity on your copywriting and marketing strategy pretty quickly.
No pressure, no sales tricks.
I love connecting with health and wellness professionals for short calls offering up my expertise to:
Build up my network
See if I can help anyone on a longer-term basis
To just get out there and serve (I’ve found that good things happen to people who put service first)
If you’re interested in having a chat, you can select a time that works for you by clicking here to book your call:
