The biggest mistake marketers make when releasing a product isn’t the launch itself. It’s everything that comes before it.
To sell effectively, you need to prime your audience, build trust, and then introduce your product.
The best launches do 90% of the work before the release date, and by then the customers have already sold themselves.
Here’s how you can do it…
The product launch formula
The product launch formula is a marketing strategy that builds anticipation and excitement for your product, so you can maximize sales during the launch.
Jeff Walker, the original creator of the product launch formula, splits up the product launch into 4 stages.
The pre-pre-launch
The pre-launch
The launch
The post-launch
Following this structure creates interest and anticipation for your launch.
Here’s the first step.
1/ The pre-pre launch
This is where you figure out what your audience wants and the best product to create.
Ask your customers questions with interviews or surveys. This serves two purposes.
You understand what your audience wants
You prime them to buy later
Throughout the pre-pre-launch, continue to give value to your audience.
A great way to prime the buyers’ mindset is to slowly shift your content to the problem your product solves. Talk about the benefits and educate them on why they need a solution…without telling them about your product.
2/ The pre-launch
This is usually a few days to a few weeks before the launch.
Post content that addresses pain points and educates them on your product, but don’t give everything away yet.
Your content should explain these 3 things…
Why: Why they need your product, and why they should listen to you
What: What your product is, case studies, and the transformation they will have
How: How they will get results. A recap of your offer, case studies, and objection handling with QAs
3/ The launch
All your work from before has primed your audience for this moment. Now it’s time to release your product and let them buy.
Your launch should have scarcity. This is the time to post the most content, send out the most emails, and market the most.
If you built goodwill and trust, your customers won’t get mad when you market to them.
Send out FAQs and objection-handling emails with scarcity and social proof.
4/ Post-launch
Send your final emails about the offer expiring. Then, deliver the product to your customers.
Keep your assets, emails, and objections, and look at what worked. You may use them in the future.
Pro tips for having a launch
1. Have a clear timeline
For cheaper products, your entire launch can be a week. For big product releases, it can be months.
Your timeline should be long enough to get your audience interested and educated enough to buy, without boring them by dragging it out.
2. Spend most of your time on pre-pre-launch and pre-launch content.
This is where your customers really get sold. You prime them to buy and subtly hint at your offer, building anticipation and excitement.
DON’T go straight to releasing your product.
3. Increase content volume as the launch continues
A useful way to think about this is Alex Hormozi’s whisper-tease-shout framework.
At the beginning, in your pre-pre-launch, you should whisper. As the launch continues, tease your product and talk about it more. Finally, at the end, shout and promote the most.
- Warren
PS: Want to learn how to make a better product? Check out this article on The IKEA Effect: create an offer your customers love.