Today there is just too much going on in the selling blogworld and one needs a really good and new product (idea) in order to succeed !

Today there is just too much going on in the selling blogworld and one needs a really good and new product (idea) in order to succeed !

@Dan and Jordan: Your comments are practically a “how to launch” manual in themselves.

@Dan and Jordan: Your comments are practically a “how to launch” manual in themselves.

For example the recent launches with the teasing “Sold out …. ooh, look, we just found some … sold out again … oops, we forgot the ‘water damaged’ mp3s under the table … sold out … silly me, we have 1,000 copies left … sold out” might be ‘successful’ but certainly wouldn’t suit my style

For example the recent launches with the teasing “Sold out …. ooh, look, we just found some … sold out again … oops, we forgot the ‘water damaged’ mp3s under the table … sold out … silly me, we have 1,000 copies left … sold out” might be ‘successful’ but certainly wouldn’t suit my style

Little do many understand though that I didn’t achieve success by working from a blueprint or from someone telling me to do X-Y-Z. It took a good 6 months of absorbing information and OBSERVING other people’s launches, especially the successful ones. Watching what they do, in detail, from a very analytical point of view and asking the questions:

Why are they doing X?
What exactly are they looking to achieve with X?
How does X fit in to the end result of the entire launch?

After studying these launches, even if you have no care in the world to buy the product being pitched whatsoever, then it’s time to see what concepts apply across the board, how each launch served to address that concept and what different types of tactics were utilized to achieve the results.

The final questions would then be: How can I integrate these concepts into *my* launch? What tactics would best serve *my* purposes and goals? Is there anything different in my product or niche that would benefit from an alternate methodology, but still adhere to the base concepts, that would be more effective?

Don’t underestimate the power of observation. Sometimes you learn *much* more by watching others do what they do then read what they write.

Little do many understand though that I didn’t achieve success by working from a blueprint or from someone telling me to do X-Y-Z. It took a good 6 months of absorbing information and OBSERVING other people’s launches, especially the successful ones. Watching what they do, in detail, from a very analytical point of view and asking the questions:

Why are they doing X?
What exactly are they looking to achieve with X?
How does X fit in to the end result of the entire launch?

After studying these launches, even if you have no care in the world to buy the product being pitched whatsoever, then it’s time to see what concepts apply across the board, how each launch served to address that concept and what different types of tactics were utilized to achieve the results.

The final questions would then be: How can I integrate these concepts into *my* launch? What tactics would best serve *my* purposes and goals? Is there anything different in my product or niche that would benefit from an alternate methodology, but still adhere to the base concepts, that would be more effective?

Don’t underestimate the power of observation. Sometimes you learn *much* more by watching others do what they do then read what they write.

Some common themes of failed launches:

1) Broadcasting instead of engaging the audience. When you get someone’s attention, you’d better be talking about them and not yourself or your product.
2) Confusing the audience – there are a lot of ways to do this, but the easiest way is trying to be everything to everybody.
3) Skipping steps in order to launch faster – like doing a teaser, then opening the doors. You forgot to build anticipation there – when they start digging up your home phone number and begging you to sell it to them now, then you’re ready to open the doors.
4) Almost… if you keep something really cool in reserve, like they’re going to get free shipping even, tell them that – and THEN open the doors.

Launches are like copywriting in slow motion. The product exists because it fills a need or solves a problem. So start by naming the problem and engaging the audience. Agitate. Ask them to share their biggest question or challenge with this. Your product probably solves these problems but they’re telling you what benefits you need to express.

Make it easy for people to share links and stories with social media. Launches should be easier than ever because most people can tell a lot of friends with the push of a button. If you’re talking about stuff they care about they will do that.

Show them what’s different now, what is possible in the brave new world that has your product in it. Let them live the ownership experience vicariously through others – reporters, beta testers, past customers. Apple’s January iPad event is a good example, case studies and testimonials work too.

Reveal a cool feature or two, with obvious benefits, then repeat those benefits anyway. The “rotation lock button” on the iPad wasn’t mentioned in January – it was there, but they waited to leak that out. Apple can count on bloggers and media to get the message out, most of us have to email and post on our blogs and Tweet and stuff – either way works.

A good launch is an Event. It takes time to plan and execute. It’s less about having a huge audience, and more about making the most of the audience you have.

Launches can be a pain, but when it’s done you’ll have a larger audience and more cash. When you keep doing it, people get used to it, and the first signals of a new launch start the cycle of anticipation much more quickly. Apple’s launches are a good example of this effect – even when they are not launching anything, the world is buzzing with what they *might* launch next.

Some common themes of failed launches:

1) Broadcasting instead of engaging the audience. When you get someone’s attention, you’d better be talking about them and not yourself or your product.
2) Confusing the audience – there are a lot of ways to do this, but the easiest way is trying to be everything to everybody.
3) Skipping steps in order to launch faster – like doing a teaser, then opening the doors. You forgot to build anticipation there – when they start digging up your home phone number and begging you to sell it to them now, then you’re ready to open the doors.
4) Almost… if you keep something really cool in reserve, like they’re going to get free shipping even, tell them that – and THEN open the doors.

Launches are like copywriting in slow motion. The product exists because it fills a need or solves a problem. So start by naming the problem and engaging the audience. Agitate. Ask them to share their biggest question or challenge with this. Your product probably solves these problems but they’re telling you what benefits you need to express.

Make it easy for people to share links and stories with social media. Launches should be easier than ever because most people can tell a lot of friends with the push of a button. If you’re talking about stuff they care about they will do that.

Show them what’s different now, what is possible in the brave new world that has your product in it. Let them live the ownership experience vicariously through others – reporters, beta testers, past customers. Apple’s January iPad event is a good example, case studies and testimonials work too.

Reveal a cool feature or two, with obvious benefits, then repeat those benefits anyway. The “rotation lock button” on the iPad wasn’t mentioned in January – it was there, but they waited to leak that out. Apple can count on bloggers and media to get the message out, most of us have to email and post on our blogs and Tweet and stuff – either way works.

A good launch is an Event. It takes time to plan and execute. It’s less about having a huge audience, and more about making the most of the audience you have.

Launches can be a pain, but when it’s done you’ll have a larger audience and more cash. When you keep doing it, people get used to it, and the first signals of a new launch start the cycle of anticipation much more quickly. Apple’s launches are a good example of this effect – even when they are not launching anything, the world is buzzing with what they *might* launch next.

@Paul – Oh yeah, totally. I know a bunch of people who are sitting on stellar products “waiting for the right time”

@David – I agree, follow through and follow up!

@alfoxy – Looking forward to it

@Jodi – It’s very cool when those orders come in isn’t it? I know a couple of people who have sound effects set for when order emails arrive

@Dirk R. – That sounds very exciting

@Devin – Definitely the scary part but also an adrenalin rush

@Dave – Got to love Naomi and Dave

@Penni – I think you can see how I do it, I ask for comments – nothing up my sleeves

@Paul – Oh yeah, totally. I know a bunch of people who are sitting on stellar products “waiting for the right time”

@David – I agree, follow through and follow up!

@alfoxy – Looking forward to it

@Jodi – It’s very cool when those orders come in isn’t it? I know a couple of people who have sound effects set for when order emails arrive

@Dirk R. – That sounds very exciting

@Devin – Definitely the scary part but also an adrenalin rush

@Dave – Got to love Naomi and Dave

@Penni – I think you can see how I do it, I ask for comments – nothing up my sleeves