How do you get people queuing up to buy your new product? Whether it’s a book, a course or anything else, every launch must do three key things if you’re going to bring in the buyers.
Create excitement about your product launch
You need to create excitement and you should be building this up as early as you can. Your launch is an event and you need to create a buzz about it. You want people to be talking about it, telling their friends, and most importantly, excited and ready to part with their cash.
There are lots of ways to start building anticipation ahead of your launch. Your community wants to support you so don’t keep everything under wraps until launch day. Start sharing teasers and create a waitlist for people who want to be kept in the loop or even better, pre-order. You could share imagery and talk about the kind of things people will get from your new product.
Use as many different means of reaching your perfect customer as you can. Live video, social media posts, emails out to your list, webinars, talk to people about it. You need to get the word out there that you have something great coming up and your customers need to be part of it. They want this in their life and they need to tell their friends because they will want it too.
As people in your ecosystem start chatting about what you’ve got coming up and they sign up to find out more, you get validation for what you’re launching. You know that this is going to sell because people are already excited about it.
Create urgency to make people buy now
A successful launch comes down to lots of people buying your product in a short period of time. You need to create urgency so that customers don’t wait to buy, or worse, never make the purchase at all. Urgency creates FOMO, fear of missing out. There is a deal to be had and they need to act now.
One way to do this is to have a time-limited launch. Let everyone know that your product goes on sale on this date at this time and that it will stop being available on that date at that time.
People who have been eagerly waiting for you to open the doors because of all the great work you have done creating a buzz during your pre-launch will be queuing up. And those who are just starting to hear about it, and getting more excited every time it pops into their inbox or on their social media, know there is a deadline for making that decision to buy.
You can also create scarcity in a number of ways. One is to have multiple price points. Let’s say during your launch you have an early bird price and then you move up to a middle price and then you have your full price. If someone misses out on the first one they will not miss out on the second. You’ve shown them that you will raise the price and they need to get that deal now before it’s gone.
You can also have a limited number of spots or give people who buy early an additional deal like a ticket to an event. Only so many people are going to get those offers and people know they need to grab them while they can.
Remember to keep that buzz going through your launch. Share what you’re doing with your list. Keep showing up on social and using video to talk with your community.A successful launch comes down to lots of people buying your product in a short period of time. You need to create urgency so that customers don’t wait to buy. Urgency creates FOMO. There is a deal to be had and they need to act now. #Youpreneur Click To Tweet
Create engagement to reach more people
You want as many people to be engaged with your launch as possible. When you’re at the pre-launch stage you want people to be spreading the news that your launch is coming. Your content at every stage needs to be engaging so that people comment on it and share it with their network.
During your pre-launch you will be talking to people who are already part of your community but you will also be reaching new potential customers. You want to be creating content which enables them to get to know, love and trust you.
A launch is not about sleazy selling. You’re helping people by providing a solution to a problem they are experiencing. Inform, educate and entertain and encourage people to talk with you and share your posts and videos. The more people who engage with you online during your launch, the wider your audience will be because social media algorithms will pick up that people are actively interested in what you have to say.
You also want to be going out and putting yourself in front of new audiences. Look for opportunities for interviews whether it’s on a podcast, somebody’s Youtube channel, Facebook Live, or traditional media. Share your story and tell it in a way people can relate to.
By creating excitement, urgency and engagement your launch will gain the momentum it needs to get people buying your new product.
Chris founded Youpreneur® in 2015. He is a serial entrepreneur, keynote speaker and author of the bestselling books “Virtual Freedom” and “Rise of the Youpreneur”. He hosts our weekly podcast, Youpreneur.FM, as well as our annual conference, the Youpreneur Summit. Chris is based in Cambridge, UK.