The Crucial Importance of Internal Product Launches and single-point focus
I'm a big huge fan of Jeff Walker's product launch process, it works. For internal launches, one success factor I've found is that it's absolutely imperative to only focus on one offer at a time, during the launch window.
Breaking the train of thought, the attention focus, the sales momentum during a given 2- or 3-week internal launch window, by offering other products/aff stuff, "defocuses" your lists' train of thought and kills sales.
Some people who are newcomers to launches may not understand just how critical the single laser-like focus of energy is. For example I send a series of emails such as:
a) pre-launch "it's coming"
(series of several emails/blogs/partner emails, I'm over-simplifying here)
b) see the free webinar
(webinar, multi-video series, other content to establish value/credibility/interest)
c) here's the replay link, order now
d) here's FAQs we've been getting
e) here's testimonials from others
f) time-limited bonus
g) last chance to order
-they buy by the deadline
+ downsell multi-email sequence (sent to non-buyers).
+ upsell/cross-sell multi-email sequence to buyers
Nowhere in that chain of emails would I ever send "hey by the way I'm also selling product B, it's great, buy it now" since that would totally derail the sales process and defocus the buying/value of content/reasons why to buy now, train of thought I've established.
Anyone else have insights, agreements (or other thoughts) about that? I've built my business since the 90s on doing what would be called "internal launches", and that's how to do 'em right. Single offer, single focus your list at a time.
Like a spotlight, and get them onboard a train, speeding to a single well focused destination without distractions. Some people may not understand the full importance, and impact, of that train of thought -- any ideas on how to best explain this to potential jv partners and colleagues who don't know this?
People new to launch processes may not understand the fine-tuning and implications of the message-to-market signal series, and just how vitally important it is, to only send single-series messages (vs mixed/competing/internal cannabalize sales).
Sending non-related emails to your house list during an internal launch, is like going to a nightclub and talking with an attractive woman, and after 15 minutes things are going great between the two of you, and then all of a sudden you start talking to another woman who walks by... and the first woman walks off in a huff (rightfully so). Epic fail.
Stay FOCUSED when doing internal launches; all communications between you and your list should relate solely to the launch you're doing. Not partner emails, not other nonrelated products/services.
thoughts?
thanks -
ken
p.s. It's like watching a hollywood pre-release movie buildup -- you don't see new movie promotions saying "it's the epic blockbuster summer hit of 2013 - coming soon to theaters near you" and also throw in a bunch of other film promos during the pre-launch sequence.
Breaking the train of thought, the attention focus, the sales momentum during a given 2- or 3-week internal launch window, by offering other products/aff stuff, "defocuses" your lists' train of thought and kills sales.
Some people who are newcomers to launches may not understand just how critical the single laser-like focus of energy is. For example I send a series of emails such as:
a) pre-launch "it's coming"
(series of several emails/blogs/partner emails, I'm over-simplifying here)
b) see the free webinar
(webinar, multi-video series, other content to establish value/credibility/interest)
c) here's the replay link, order now
d) here's FAQs we've been getting
e) here's testimonials from others
f) time-limited bonus
g) last chance to order
-they buy by the deadline
+ downsell multi-email sequence (sent to non-buyers).
+ upsell/cross-sell multi-email sequence to buyers
Nowhere in that chain of emails would I ever send "hey by the way I'm also selling product B, it's great, buy it now" since that would totally derail the sales process and defocus the buying/value of content/reasons why to buy now, train of thought I've established.
Anyone else have insights, agreements (or other thoughts) about that? I've built my business since the 90s on doing what would be called "internal launches", and that's how to do 'em right. Single offer, single focus your list at a time.
Like a spotlight, and get them onboard a train, speeding to a single well focused destination without distractions. Some people may not understand the full importance, and impact, of that train of thought -- any ideas on how to best explain this to potential jv partners and colleagues who don't know this?
People new to launch processes may not understand the fine-tuning and implications of the message-to-market signal series, and just how vitally important it is, to only send single-series messages (vs mixed/competing/internal cannabalize sales).
Sending non-related emails to your house list during an internal launch, is like going to a nightclub and talking with an attractive woman, and after 15 minutes things are going great between the two of you, and then all of a sudden you start talking to another woman who walks by... and the first woman walks off in a huff (rightfully so). Epic fail.
Stay FOCUSED when doing internal launches; all communications between you and your list should relate solely to the launch you're doing. Not partner emails, not other nonrelated products/services.
thoughts?
thanks -
ken
p.s. It's like watching a hollywood pre-release movie buildup -- you don't see new movie promotions saying "it's the epic blockbuster summer hit of 2013 - coming soon to theaters near you" and also throw in a bunch of other film promos during the pre-launch sequence.
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