Brandon’s Secret Recipe for Product Launches
The Secret Recipe for Success with Product Launches
Guest Post by Brandon Hartman
Can I share a secret with you? I have a marketing technique that, when used properly, can generate an ENTIRE YEAR’S worth of sales in 10 days or less! This secret marketing strategy will create a tidal wave of sales, all while increasing your brand and position within your market.
How do you turn an average product release into a viral sensation? By creating an “event” around your launch. Like most online product owners, your marketing plan probably looks something like this:
You may have good traffic sources, great sales page, and yet only get 5% of your visitors to buy(if you are lucky)!
The question is, how do you improve your sales conversion rates? By changing the way you market your product. Do you ever wonder how these guru’s make six or seven figure sales days look easy? How do they get thousands of buyers and hundreds of marketing partners? The difference is not in the product, the website design, or even the quality of traffic. They have an advanced marketing system that converts better…
With this knowledge, they create insanely viral videos, emails that hypnotize the reader, and content that converts groups of prospects into buyers like that frenzied crowd at the “Black Friday Sale” (if you are not from the US, you may not understand. Picture a stampede of thirsty bulls, tearing through fences to find water, and you have the general idea.) These super effective sales components are just pieces of an Event Product Launch.
The first ingredient in successful product launches is the message.
Lets be honest, when was the last time you actually read a sales letter that was 10+ pages long? Probably…umm…never, right? Unless it was your own 
Most people, like yourself, do not have the attention span to listen to your entire message. This is a problem for product owners. How do you solve that problem? Instead of expecting people to read all 17 pages of your sales letter, try to deliver one or two pages at a time.
Everyone needs to be educated on your products benefits. You need the opportunity to overcome their objections, provide testimonials, and give glimpses of the product itself. Using a time proven sequence, your sales letter is delivered in manageable sales bites. Everything a typical sales page does, the sequence does better.
Imagine the possibilities: If you could increase the amount of people viewing your entire sales process by 50%, how many more sales would that produce?
The second ingredient to successful product launches is the delivery.
In its simplest form, the product launch delivers your multi-page sales letter over a period of time, starting with a gentle sales message, and ending with a call to action. The process steadily warms the prospect up. Not only do they get to know your product, but they get to know you!
This period of time is called “pre-launch”. The goal here is to pre-sell them on the product before it becomes available to buy. Another advantage this delivery has over the traditional sales letter is flexibility. You can publish each sales message using any available forms of media.
This will keep viewers interest high, and retaining more people deeper into the sales process. The more they hear about your product, the more likely they will become a buyer. Email is used to notify your list of new content, with links to external sales messages like blog posts, video, and teleseminars.
The third ingredient for successful product launches is scarcity.
One major difference between traditional marketing and an event product launch is true scarcity. In most cases, an event launch has a set beginning and a firm ending. We are not going to just opening the shopping cart to accept orders. The time to take action is limited.
In addition to the scarcity of time, there is also a limit to the number of copies of your product. It is critical that you have scarcity that is real and believable. Without it, you will fail miserably. Here are some examples of great scarcity statements you can use:
- “I pride myself in the level of customer support I provide each buyer of my product. To ensure my tradition of excellent service, I must limit this product to x copies”
- “This training course will be delivered over x weeks by x method. The technical restraints on x delivery method limit me to x spots”
- “This technique is so powerful, I want to make sure I do not flood the market. Copies of this product are limited to x to ensure each product owner will enjoy the same results I do”
True scarcity might be a new concept for you. Don’t worry, it is easy to execute and is very effective. Even though you are “closing” your offer after a launch, you can easily re-launch your product weeks or months later. And the hard work will be done.
Scarcity can also be used with bonuses. Add a “Quick Start” or “Early Bird” bonus will ensure your product launch starts with an explosion of sales. Offer these bonuses to the first x number of buyers. But don’t stop here. Stack additional bonuses by offering, for example, first ten buyers four bonuses, first twenty buyers three bonuses, and the rest of buyers two bonuses.
By adding these elements, in combination with the other two ingredients, will result in people asking for your order button before you finish your pre-launch sequence.
Are you ready to have successful product launches? You now have the recipe with my proven ingredients for a very successful event.
Brandon Hartman is a Product Launch Manager and an aspiring cryptozoologist. His newest video series, “Five Deadly Product Launch Mistakes” reviews the advantages of this highly effective marketing strategy.
If you would like a free copy, visit www.MyProductLaunch.
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Great guest post Lynn, as we were just discussing this topic. Are people growing weary of product launches? Do they still work? Nothing seems more insulting than when I get the exact same prewritten email from five affiliates promoting the same product.
Still – I would love to be a part of a launch that worked.
Follow me @GinaParris on Twitter.
Maybe you should give me a call… Successful product launches are a skill, not a flood of similiar emails…
They certainly do still work, and with so many going on every month in every niche, my guess is they will go on for years to come, in fact there’s a lot of talk about offline launches moving forward. Personally, I’ve launched my own business offline (not IM related) with great success…
So, yes, I’d say they’re here to stay…
And if you’d like to be a part of a launch that works…drop me a line…
Follow me @jamesklobasa on Twitter.
James,
I would be interested in being part of a successful launch.
Follow me @http://www.twitter.com/lollydaskal on Twitter.
Very nice site Lolly…
Feel free to drop by my site, have a read and fill in the survey if you think you’d like to talk more…
You’ll see what I’m all about on the ‘hire me’ page…
Have a great day…
Follow me @jamesklobasa on Twitter.
Thank you Brandon. Thank you Lynn. Very timely and insightful breakdown of a product launch.
Follow me @http://www.twitter.com/lollydaskal on Twitter.
Lolly, you are welcome! Sounds like you are interested in having a successful launch of your own. Feel free to contact me for a free consultation.
Follow me @brandonhartman on Twitter.
Hello Gina. Thanks for the comments. Yes, event product launches work very well, especially outside the internet marketing niche. I can see your point about the product launches and duplicate affiliate emails. That is a problem when you are on several peoples list and they all choose the same email (a launch manager usually writes atleast 3 different emails for affiliates to use). There is a tough balance because you want uniformity in the message, but not to bombard the user base. The only times I have heard comments like this is in the IM niche, as it is much more saturated with launches that any other. Hope this helps.
Follow me @brandonhartman on Twitter.
Wow! I don’t know how I had missed your kind replies. I had heard Jeff Walker say that a launch can build a list from scratch, (eek!) Well here I am venturing off into a brand new niche of sex & marriage, but I appreciated your blog post, Brandon, about not even thinking about hiring a launch manager if you have no list. It seems the steps would be a piece of cake with that Fabulous l i s t.
Ohhh, the implications of literally “following one’s passion!” (It sounded great on paper)
Follow me @GinaParris on Twitter.
Thanks Brandon (and Lynn),
This post couldn’t have come at a better time for me. I appreciate how you broke down the sequence of events.
Peggy
P.S. I had to look up cryptozoologist. Very cool!
Follow me @pegbaron on Twitter.
Your welcome Peggy. If you have any further questions, feel free to contact me.
P.S. The “cryptozoologist” was actually a joke. I try to keep things “light” and fun. Glad someone caught that.
Follow me @brandonhartman on Twitter.
Thanks Brandon. What a great, simple way to describe a product launch. So many of the “gurus” make it sound like some mysterious secret that only a few people will ever grasp. You have done everyone on the ‘net a service by sharing this information.
Follow me @deniseoberry on Twitter.
hi Brandon,
scott
I missed the “cryptozoologist” reference but I did see you mention “Black Friday” sales. I think one thing business should try to do is create more than one Black Friday per year… just imagine if every Friday could be Black Friday. Sales, Sales, Sales!
Fantastic post Brandon! I’m a ‘graphic’ kind of gal so like how you put the graphics up to visualize what you are saying!
I think this blog post is the most succinct description of how to do a great product launch I’ve ever seen!
cheers, Maria
Follow me @mariagudelis on Twitter.
“Do you ever wonder how these guru’s make six or seven figure sales days look easy?”
No I don’t! Who are these gurus anyway? Do they really make 6 figures a year?
I doubt it!
@Mark
John Reese, Frank Kern, Jeff Walker, Eben Pagan, Mike Filsaime, Jeff Johnson, Yaro Starak, Ryan Deiss, Ed Dale, Jeremy Schoemaker just off the top of my head.
Was your comment really a comment? Or did you have another agenda…
Follow me @brandonhartman on Twitter.
@brandon: Another agenda??
Is just that I am so sick and tired of these “gurus”. They make millions and millions. Did you see the checks? Did you see their bank accounts? Or they make millions because they post screenshots from their CB’s accounts? Which, can be faked in seconds..Probably there are some real “gurus”, but only a few
That is all I meant to say
Do product launches work if you are affiliate selling to a tangible product (not information products.) If so are there any examples on the net?
Yes, Debbie. You can do a launch for a tangible product. My friend Bob Volk makes his own hydrogen generators for increasing vehicle fuel efficiency. He has done several very successful launches using this exact system. Here is his website: http://hhokitsdirect.com
In his most recent launch, Bob started talking to his list as he order a shipment of generators. He discussed the upgraded version, while educating those new to his list about the technology, and the benefits people could receive from installing one of these ingenious contraptions in their cars. And guess what, using an event product launch, He sold out his initial order even before it was ready to ship! People were demanding more, so he negotiated with his parts suppliers, and was able to increase his order and have it rushed.
Now Bob is selling his own product, but anyone who is selling just about anything, tangible or intangible, can use this product launch sequence to sell successfully to their audience.
Being an affiliate, you have less control with what the vendor does. But you could still do something similar if the vendor ever does a special sale, event, new product release, etc.
One of my favorite ways to do this as an affiliate is the “review event product launch.” Tell your list that you were interested in this product, so you decided to order it. When it comes, tell your list that it arrived, and that your review will be coming. Then, give your list the review, along with your affiliate link if they are interested in purchasing. Take photos and video of the event, and include them with your correspondence to your list. This works awesome, as long as the product closely matches the interest of the list.
Follow me @brandonhartman on Twitter.
Hi Lynn really very interesting information. Well I have learned that for boost up our sell one attractive sells page is important and we should have to drive traffic to the sales page.
Follow me @moonheart on Twitter.
Thank you Brandon!
A friend passed this info to me and I finally took a few minutes to read it. Glad I did, this is very helpful in setting up my next launch.
Happy Day!
Rhonda
Follow me @soulcoachrhonda on Twitter.