The pre-launch buzz of “The Product Launch Formula”

This is the real interesting part of the pre-launch process. It’s called the buzz. Basically, what you need to do is create a buzz and get people to anticipate your launch. You’re pre-selling the whole product so that when you launch, when that big day comes, that moment of launch, then people will rush to your site and buy it.

The buzz gets people interested. It makes them aware of you, aware of your product, and makes them aware of why they need it. And that’s the most important. You’re basically teasing people about what’s in your product.

You can take a very mystique approach, if you like, where you drop hints about what’s in there and show them a little bit but not show them everything. That sort of thing peaks their interest, gets them interested in knowing more. They come and have a look. And eventually they’ll buy because their curiosity is peaked, and they know that what’s in there is good.

The idea is to make them hungry for more. You want them to basically be prepared that the moment the launch comes they’re going to stampede your website, buy everything in sight, and leave satisfied customers.

A good method of creating a buzz is to get your joint venture partners and your affiliates to run a pre-launch email campaign. So, leading up to the launch date, every couple of days, every few days, whatever it might be, they send an email out educating people about the product, telling them more, and getting them ready for it.

Now, either there’s no link at all and they say, “It’s coming soon, it’s coming soon,” or there’s a link to a squeeze page where you build your pre-launch email list. If that’s the case, you have to capture, some way, you have to capture their affiliate links in this process so that when you email out about the launch these people get paid for the work that they’ve done.

That can be quite tricky to do, which is why a lot of people just don’t put a link on there at all, and just say, “Coming soon. Watch this space. At this time, I’ll send you a very important email.”

You can also build a buzz by posting in forums and social network groups. So, what you do is you’d post and drop hints about the product. You would post something about the product to build yourself up as an expert, so that when you launch they go, “Oh, it’s that guy. He knows what he’s talking about. He wrote that really good article.” That sort of thing. You take both approaches.

A good one in forums is to write very informative posts about the subject, and then in your signature have something that builds a bit of curiosity and says, “Coming soon. The answer to your problems, your whatever it is, your problems.” Something like that, so that people think, “Oh, what’s coming? What’s coming?”

Obviously, something that’s good is coming. And you build yourself up as an authority and expert, which again, pre-sells because people are more likely to buy from somebody that they perceive to be an expert in the field.

The informative posts in major forums really builds your reputation, and will help make sales because as soon as the product’s launched, you’re name’s already in people’s minds because they’ve seen your posts. They know that the quality of your posts is good. Therefore, they will assume that the quality of your products is also good.

The affiliate competition with prizes can also create a buzz. If the prizes are good, the affiliates will talk about it to each other. And before you know it, you’re going to have affiliates signing up, desperately competing, vying with each other to win the prizes – which of course creates a major buzz because, you know, everyone’s talking about it and they’re going to promote it everywhere in order to win that prize.

Another thing which is very, very good as part of the buzz is to talk about some special offers that you have for the first 10, 20, 50, whatever it might be buyers. This builds a real sense of urgency with the potential buyers. Yeah, they think, “Oh, hang on. It’s coming along. If I’m not one of the first 50 I’m not going to get this.” Or, “If I’m not one of the first 10 I’m not going to get this.”

And what you need to do is use that in the pre-launch buzz. Say that the first ten people get three months personal coaching with me worth whatever it is – $3000 or something. This will build them up and build them up so that they think, “Well, I’ve got to buy it. I’ve got to buy it otherwise I’m going to miss out.”

People hate to miss out. It’s human psychology. Nobody likes to miss out. So, if you can play on that, buy offering deals to the first X amount of people… You see this a lot. The first 10 people get this. The first 50 get something else as well. The first 100, the first 200, whatever. And that really, really will encourage people to buy.

And what it also does is it means that next time you release something, people see it and go, “Well, I’ve got to get in quick, otherwise I’m going to miss out. I missed out last time.” So, you’re building up sort of collateral for the future, if you like.

Another good technique is to limit the number of copies. Introduce scarcity. People don’t like to think they’re missing out. If you build it up so they really, really want it, come launch time they’re going to dive for your site and bring down your server there’s going to be so many of them. Limiting the number of copies, if it’s appropriate, can be worth doing. If you remember, the original butterfly marketing launch, Mike Filsaime only released a thousand copies.

What did that mean? On the day of the launch, several thousand people ran to his website, desperate to buy it because it’s been hyped up. The buzz was so fantastic about that, that everyone rushed to get hold of a copy.

Many, many launches do that. If the information you have is the sort of thing that if too many people had it, it would reduce in value, then you can limit the number of copies, which pushes up the price and introduces that, “I’ve got to have it. I don’t want to miss out.” The scarcity factor.

You basically want people to be totally convinced they want to buy the product as soon as it’s launched. You don’t want to have them read the sales letter and think about it and go, “Do I want to buy this? Do I not? Is it something for me?”

By the time you launch it, you want them pre-convinced. You want them to go to the sales letter. At the top of the sales letter, there’s a link that says, “In a hurry? Click here to buy now.” Or, “Invest in your copy now.” A lot of people will click on that link because they are convinced they want it already. That is very, very powerful.

That’s the whole purpose behind the buzz. You need to create that buzz through email campaigns, marketing, whatever it might be. Get people interested. Educate them. Make sure that when it comes along, they are there, ready to buy, no questions asked. And if you can do that, then you will find that your product launch goes really, really well.

Introducing special offers to create a sense of urgency or limiting the number of copies to create scarcity will also help because people will be ready and waiting. If they’ve been educated correctly and they know that it’s something they really, really want, then they will be ready as soon as you launch your product to rush in and buy it.

And that’s what you want. That’s the whole point of the buzz. Sit down and plan out the buzz, and what you’re going to do. Plan it out – a strategy and a campaign.

Look at others that you’ve seen run that have been successful and emulate them. Use them as inspiration. Don’t be afraid to try new things. New things can work massively well. If they don’t work as well, don’t do them again next time. Simple as that. But, that’s what you need to do. You’ve got to create this buzz to get them interested.

All the best for Your Pre-Launch Campaign!

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