Planning a Launch

I have spent a significant amount of money over the years learning how to do a big product launch on the Internet. (One $2000 course, and one 3 day conference in Phoenix)  There are many things to think about and a lot of moving pieces to schedule to pull off a successful launch.

The launch of Automatic Blog Machine is nearing and this will be the first time that I’m going to take what I have learned about launches and put it into practice.  Although this initial launch will be scaled back and simplified.

Planning the launch for me started by thinking about what kind of free stuff and information I could give away.  Then figuring out a timeline and sequence for videos, emails, sales letters. I set deadlines and goals and started writing potential sales script ideas.

Writing scripts, emails and sales letters is proving to be time consuming.  Recording videos is a bit nerve wracking.  Getting all that content onto nicely formatted webpages is tedious.  It takes time.

Even with a scaled back launch, just 2 videos, and a few emails, there is a lot of work to do.  Everything needs to be queued up and ready to go to avoid any late last minute problems.  Indeed, compared to the amount of work it took to program the software I’m selling, the actual selling part is a significant chunk of effort.

Essentially the launch process I’m following can be broken up into 4 phases:

  1. Pre Pre launch – this involves initial list building and would include finding JV partners and/or affiliates if I were doing that.
  2. Pre Launch – This is the run up to the launch day and is used to pre-sell the software, and build interest and traffic.
  3. Launch – This gets kicked off with a email, sales message, and opening the order button so customers can buy.
  4. Launch Conclusion – The offer is only available for a short while.  Emails go out and the order button is turned off.

Each of these phases need to flow and be consistent.  The messages at each stage need to build energy and incorporate the six triggers of influence as much as possible:

  1. Commitment and Consistency
  2. Social Proof
  3. Scarcity
  4. Reciprocity
  5. Authority
  6. Likeability

In addition to that, email subject lines need to be crafted to get the emails open, the logical arguments made, and the value proposition presented.  Getting all these messages into just a few emails and videos takes some creativity.

Hopefully all this work will all payoff.