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What About Product Launches?

You may have noticed I don’t participate in the highly hyped up product launches in the internet marketing field.

Is this because I’m against product launches?

No. Not at all. I do mini-launches of my own products in this field. And I’ve participated in helping others do product launches in other niches.

The only reason I don’t participate in the internet marketing ones is most of the ones I’ve seen have been so hyped up as the “end-all” solution to all your business needs. Just give me $2,000 and all your problems are solved.

Sure…and they also have some gorgeous swampland to sell you.

It’s a serious issue of hypercopyitis which often seems to work in this market.

Here’s my biggest complaint about the last few I took a look at. They included really popular videos or PDF files that everyone claimed was incredible content. I read through the PDFs (I personally don’t watch many longer videos) and didn’t find any content at all.

All I found was a sales pitch in disguise. You have this same issue in some of the conferences as there are numerous products out there that teach you how to create speeches that contain zero real content. They’re just a hidden sales pitch all throughout.

Don’t get me wrong. There is nothing wrong at all with selling. There is nothing wrong with the entire PDF being a sales letter. What I don’t like is the fact that 100+ people announced how incredibly ground breaking the content was.

I wouldn’t care if all you sent me were sales pitches. So what? There is an unsubscribe button if I want. It’s my choice. Just don’t tell me it was an ecourse that would actually help me achieve specific end results.

OK. I’m done ranting…for now.

I’m not against product launches. Yes, you should tease people with what you’re going to be releasing. Share excerpts from it. Tell them what’s coming. Line up JV partners to help you make it a big event.

In fact, all of your products should have at least a mini-launch:

1. Contact some of your best affiliates (or potential best affiliates) letting them know what’s coming.

2. Send them over a prepublication copy of your product.

3. Let your audience know when it will be released (emails, blogs, etc.).

4. Create pre-content including audio interviews, videos, PDFs, blog posts, etc. to distribute.

5. Do a giveaway promotion for the product on your site to get people talking about it and selling themselves.

6. Set a limited number available (and often a limited time also). If you want to keep the product available later then add bonuses that are limited to a specific number of customers.

7. Run multiple emails before the day, on the day, and after to keep in contact with your list. This is NOT the day to be shy and afraid of unsubscribes. The biggest sales often accompany the most unsubscribes.

I could keep adding to this points, but I’m sure you’re getting the idea. Make the whole process a big event to take action now.

Obviously the big key is getting others to take part in the promotion alongside you. Build up those relationships over time in your market instead of waiting till it’s time to do the promotion. Check out Your First JV.

Written by Terry · Filed Under All 

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8 Responses to “What About Product Launches?”

  1. Alex Sysoef on October 23rd, 2008 11:43 am

    I think you nailed it Terry. It seem like too often we get hype under pretense of content. What bothers me more is that if I watch the video or read the pdf and than find nothing worth the attention in it – it is my time wasted.

    And I wouldn’t be doing it unless it was recommended. Making right recommendations is crucial :-)

  2. George on October 23rd, 2008 12:43 pm

    Terry,

    Excellent points. Sometimes when reading the free ebooks and watching the free videos, I get so lost in the message that I fail to see it is just a thinly disguised sales pitch. However, sometimes I do get something from these free ebooks and videos and so do other people. The big problem is that most of them explain the problems but don’t go into the details of how to solve the problems you have. The details you have to pay for.

    Something for me to think about…

  3. Welly Mulia on October 23rd, 2008 12:46 pm

    Every single day, without fail, I receive tons of emails promoting this product and that product which promises this is THE product that I need to make real money online.

    And there are even some big name marketers who promote products every single day without giving any free content! I’m wondering how these people operate? Probably they are always getting new leads (the beginners) so that they can take advantage of their ignorance and sell them products after products after products/

    Anyway nice article Terry!

    Welly Mulia

  4. Fred Black on October 23rd, 2008 3:21 pm

    You are 100% correct, I feel the same way.

  5. Ed Osworth on October 23rd, 2008 4:14 pm

    Thanks for your honesty.

    In my consulting when folks ask me about these launches, I ask them what they want to accomplish. Most want more traffic or conversions so I suggest they go to Amazon – buy Howie Jacobsen’s “Adwords for Dummies” and the new “Always be Testing” by Bryan Eisenberg ( walks you through the how and why of Google Multivariate Testing) and perhaps a $12 Copywriting Book by Dan Kennedy.

    For $50 they can get WAY more usable knowledge than many of these $2000+ wonders.

    Abundance and Joy

    Ed Osworth
    Author “Unstoppable Joy! A Happier You in 12 Simple Steps!

  6. Amanda on October 23rd, 2008 10:46 pm

    You made some great points Terry! And I would have to whole-heartedly agree that often the message gets lost in the presentation. What catches and keeps my attention is connecting the title with a brief video. If the message and the title are clear, I feel like the real content is coming across–and that makes an impression on me.

  7. edwin on November 8th, 2008 5:00 pm

    My problem with the internet these days is the HYPE! Who is real and who is not I have no problem people selling me real information that is solid and real stuff.

    How does one filter through all the sales hype from the real solid information you are ready to spend money on.

    It appears that with the introduction of the internet, that those whom targeted opportunity seekers offline before the internet and made a living from selling how to make money information have transferred over to the internet.

    They are experts in writing copy and sales letters in the form of a report and selling the dream and opportunity and the only ones making money is them from the reports and not from the actual opportunity they may have never done them selves.

    So in short I do not have a problem with product launches from legitimate credible sources who over deliver on their products and try to keep the hype down to a minimum but deliver an excellent informative sale presentation and sales copy to help you decide whether to go for it or not. But if the product launch is more hype then anything then I have a problem with that because it is a waste of my time and money if I fall prey to them….yes I fall prey to them once in a while and product is crap.

  8. Akhilesh on June 30th, 2010 4:01 am

    Hi,
    you have given a very clear and concise brief about “Product Launches”.
    I appreciate you.
    Thanks

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