Managing all the tasks that come with a product launch can be daunting. Having a good checklist can make a world of difference. This checklist covers everything you need to do to have a successful launch, from product design to launch day.
Designing & Creating Your Product
- Run a “Needs” Survey: Ask your audience what they need. Ensure your product solves a hot problem that your audience desperately wants a solution for.
- Think About Product Positioning: Your product should be the first of its kind, the best of its kind, or have a unique twist. Avoid producing products that are similar to others on the market.
- Create a Content Outline: Outline your product before creating it to identify any gaps.
- Produce the First Draft: Complete the first draft quickly. Focus on speed over quality in this round—don’t be a perfectionist.
- Get Reviews: Have at least one “newbie” and one “expert” review the product.
- Consider Hiring a Proofreader: Use services like eLance or oDesk. Proofreading is relatively inexpensive and can prevent grammar or spelling mistakes that hurt your brand.
- Incorporate Feedback and Finalize: Create the final version without getting stuck on perfectionism.
- Test Compatibility: Ensure your product works on all devices, including iPad, iPhone, and Android.
- Name Your Product: Brainstorm names throughout the process. Finalize the name towards the end unless you find one that sticks early on.
- Create Bonuses: Each bonus should address a need not covered in the core product. Avoid random bonuses.
- Design Packaging: For physical products, this is crucial. Even digital products should have rendered covers.
Getting Ready for Your Launch
- Review Customer Service Emails: Identify common questions and create an FAQ page to mitigate customer service emails.
- Notify Fulfillment Center: Inform them to start producing more product and be ready for short notice.
- Discuss Account Limits with Merchant: Inform them of the expected volume. Consider opening a second merchant account as a backup.
- Familiarize with VPS Controls: Know how to upgrade your hosting plan instantly if you get a flood of traffic.
- Setup Website Monitoring: Use a tool to get text alerts if the site goes down during the launch.
- Design Banner Ads for Affiliates: Create 3-4 sets of banners in common sizes.
- Setup Affiliate Portal: Include banners, emails, tools, and clear instructions on account setup and affiliate link generation.
- Setup Upsell Products: Strong upsells can significantly boost profits. One-click upsells are preferable.
- Run Test Purchases: Ensure all systems are working. Have friends test from different systems.
Starting the Pre-Launch Buzz
- Drop Non-Obvious Hints: Start 2-3 months before the launch. Mention exciting things subtly in emails and blog posts to loyal fans.
- Tease Product More Obviously: Six weeks before the launch, start writing emails that sell the problem and mention the product more prominently.
- Announce on Social Media: By 4-6 weeks before the launch, make it clear that something big is coming.
- Write Dedicated Emails/Posts: At 1 month out, write emails or blog posts focused on the problem your product solves.
- Start a Launch Sub-List: Send a lot of emails for the launch without burning out your main list.
- Ask Industry Friends for Tease Posts: Have close friends in the industry make tease posts on their blogs or social media.
Writing Your Launch Emails
- Plan All Emails: Use physical index cards to visualize the sequence before writing.
- Follow AIDA Formula: Attention, Interest, Desire, Action. Catch their attention, sell the problem, create desire, and prompt action.
- Get in the Right Emotional State: Align your emotional state with the message you want to convey.
- Spend Time on Subject Lines: Write 5-10 subject lines per email and choose the best one.
- Attention-Catching First Sentence: Ensure the first sentence grabs attention. It often appears next to the subject line in the inbox.
- Excite Early, Sell Later: Early emails should excite, later emails should drive clicks to the sales pages.
- Test All Links: Ensure all links work before sending any email.
Creating Your Squeeze Pages
- Benefit-Driven Headline: The headline is crucial. Be direct and clear about what they’ll get.
- Design Matters: Copy successful layouts from your industry.
- Include Endorsements: If visitors come from someone else’s list, include their picture alongside yours.
- Proof Elements: Use testimonials, case studies, or statistics. Place them below the fold if the page is short.
- Split Test: Split test your squeeze page to optimize performance.
Writing Your Salesletter Copy
- One Core Idea: Build your sales copy around a single strong idea.
- Identify the “Forehead Slap” Problem: Find the core emotional problem that keeps your audience up at night.
- Incorporate Big Idea and Problem in Headline: The headline should reflect the main problem and the solution.
- Write Multiple Headlines: Write at least 20 different headlines before choosing one.
- Back Up Promises with Proof: Make promises you can prove. It’s better to promise less and deliver more.
- Sell the Problem: Spend time explaining the problem to get the audience emotionally invested.
- Break Up Testimonials: Place testimonials strategically around the page.
- Use Multimedia: Video testimonials and images are compelling.
- Prove Yourself: Present your qualifications and personal experience with the problem.
- Professional Graphics: Have a designer create a professional cover for your product.
- Get Feedback: Ask peers to identify confusing, boring, or unbelievable areas in your salesletter.
Recruiting Affiliates
- Announce on Your Blog and List: Start with your own audience.
- Personal Outreach: Call industry contacts and message board acquaintances.
- Check Blog Comments: Reach out to commenters who have their own blogs or websites.
- Personalize Outreach: Show that you’ve read their content and understand their audience.
- Reach Out to Kindle Authors: They often have their own audience and are interested in extra income.
- Consider a 2-Tiered Program: Allow existing affiliates to recruit new ones.
- Hire for Cold Outreach: Use services like eLance or oDesk for outreach.
The Week of the Launch
- Announce the Product: Reveal your product no later than 7 days before the launch.
- Stress Urgency or Scarcity: Emphasize the limited time to buy.
- Ask to Save the Date: Encourage people to mark their calendars.
- Frequent Emails: Email every 2 days with content leading back to the launch.
- Day Before Reminder: Send an email reminding people of the launch tomorrow.
- Release Day Excitement: Send an enthusiastic email on launch day emphasizing urgency.
- Stay in Touch with Affiliates: Resolve any issues promptly, especially for top affiliates.
- Post-Launch Reminder: Send an “offer is almost over” email the day after the launch.
Post-Launch Follow-Up
- Transition Non-Buyers: Move those who opted in but didn’t buy into your main list.
- Send Content to Buyers: Build your relationship with buyers before selling anything else.
- Remind Buyers to Use the Product: Send links to bonuses and reminders to consume the product.
- Thank Affiliates: Send a thank you email or a small gift to top affiliates.
With this detailed blueprint, you’ll be fully prepared to execute a winning launch strategy. From initial planning through post-launch engagement, this checklist covers all the bases for a wildly successful product launch.
