These days people are much choosier where they spend their mone. The days when you could create a great product or program and have it sell by itself are gone. People want to be sure they are getting value for the amount invested.
Have you noticed that
folks are being choosier about where they spend their money these days? Gone are the days (if they ever really existed) when you could create a great product or program and expect it to “sell itself.” People are busy and they’re skeptical.
It’s not that they won’t buy - it’s just that they want to be sure they’re getting value for their investment. And they
don’t want to have to work to figure out what that value is.
There are
too many options available,
which means the brain is on overload trying to sort through the possibilities. No one wants to take the time to determine what the payoff of buying your audio product, attending your workshop, or hiring you will be.
So you can’t afford to casually toss your well-crafted product, program or service into the ring of public opinion without providing the necessary framework for your audience to understand what it is and why they need the transformation it brings.
In short, you need a
carefully planned launch campaign to go along with that terrific offering you just developed.
Here are 4 essential steps you can follow right now to turn your desire for sales into a solid online launch campaign.
Step 1 – Introduce
Good manners dictates that an introduction take place before a relationship can be expected to begin. So the smart marketer
spends some time introducing the “problem” situation and why it’s important to get it solved before they start talking about their specific solution. This is the phase where you can drop hints about what’s coming without giving any specific details.
Step 2 – Educate
You wouldn’t marry someone without knowing at least a
little something about them, would you? Well, before you ask your audience to buy,
they need to know what your product or program is all about, what problem it solves, and how it will make a difference in their lives. The focus is on results,
not features. (It’s just not relevant to them how many coaching sessions they get, for example, until they know what they’ll get out of the sessions first.) Now is also the time to address those pesky concerns and objections head on, so your potential client has no reason to say “no” when you finally ask them to buy.
Step 3 – Motivate
Inertia is the marketer’s worst enemy (and make no mistake, if you’re in a service-based business as anything more than a hobby, you’re a marketer). Regardless of how perfect a fit your product is to your client’s particular challenge,
if you fail to give them a reason to buy and buy now – they won’t. Some people (those with what I call the White Glove style of selling) consider this phase to be a bit sneaky or manipulative. But honestly, if you believe in your product or service, and know that it really CAN have a positive impact on your client’s life, how is it being manipulative to give them a reason to get off the fence and take action?
Step 4 – Sell
By far the shortest phase in this 4-step sequence, this is when you actually present your offer and allow your audience to make the purchase.
If you jump the gun, and make your offer before you’ve introduced, educated and motivated, you damage your sales. (Likely you’ve already discovered that.) Like fine wine or an angel food cake, you just can’t rush a launch and expect outstanding results.
The 4-Step Sequence Is About Creating Connection, Not Just Making a Sale
Skillful marketers know the purpose of your launch strategy is to build relationship, of which the sale is a happy by-product. Happy for you in terms of cash flow; happy for your client in terms of transformation.And happy clients always come back for more.
