Have you ever launched a new product or service and wondered why no one bought it? You’re looking at competitors and thinking, wow, I did all that. How can they be successful when I’m not?
Well, there are two things to consider: either they are lying or the answer is in their messaging. Getting a message heard is harder now than ever before but it still can be done, let me show you how.
Below, we’ve got three essential steps that you can take to make a big splash when launching your new product or service. Let’s take a walk on a marketing journey, so you can see exactly how to use them and how they can affect the overall outcome of your marketing campaign.
Step #1 Define your Unique Selling Proposition for Your Product Launch
Define your Unique Selling Proposition (USP) by taking time to ask yourself questions from your clients’ perspective. What would it take to get your attention? What needs do you need to be met? What objections could come up? What are the promises you want to be fulfilled?
Viewing your product/service launch with a customer-first approach means you’re really looking at the full competitive landscape and how your company falls into everything that is available to our ideal customer.
If you already have a following, you could ask direct questions to your existing base by creating a poll on social media, asking survey questions in your email newsletter, or by calling directly and asking your clients what they would like to see or use that can help them solve pain points in their personal or business life.
Once you know the answers to these questions, you can start putting together a plan to meet your clients’ needs.
So many people had questions about creating their unique USPs, we built a series of videos dedicated to the process. Watch videos 1-7 in my Chaos to Calm Business Academy to learn how >>
Step #2 Develop an Effective Sales Plan Before Launch
To develop an effective sales plan, you’ll want to take the following steps.
- Put together a headline that gets immediate attention.
- Share the benefits of your products and services by speaking from the customers’ perspective.
- Identify the specific needs met by your offer.
- Share your sales proposition by telling customers what you don’t do or how you’re different than anyone else selling what you sell.
- Motivate buyers with a call to action by making it easy to do business with you. This offer should be backed by a guarantee or no-risk entry point.
When you put together what makes your products and services unique, you can compel customers to buy. You need to answer a question, solve a problem, or feed an obsession. Provide them with all the information they need to make an informed and confident decision. If they don’t feel a strong want for your product, they won’t buy it.
Step #3 Use a World-class Marketing Perspective for Your Product Launch
Research Phase:
To develop a world-class marketing perspective, you must take the time to study what does work. Keep a marketing journal and write down your innovative ideas. Take screenshots of quality ads as you find them so you have a folder of proven concepts when you go to create your own.
Development Phase:
Now, as you develop your materials, you’ll want to make sure your marketing fits the company image, service, and quality. Do you need to hire a designer or will the piece turn out well using a self-design tool like Canva? Search for quality images that represent your company and the people it serves. Who is or isn’t represented in those images? Offer more information in your marketing than anyone else. The more information you offer, the more products/services you’ll sell. Develop all your ads, campaigns, and sales materials with attention to compelling and factual information.
Testing Phase:
When out in public, watch how consumers behave in different situations and how they consider their purchases. Watch for when you say something that catches a person’s attention and, maybe more importantly, when did you “fire hose” them and lose their attention? Improve on your best marketing areas and drop what isn’t working.
A great marketing plan can only get better. So continue fine-tuning and refining your marketing based on testing results and feedback. Continuously test markets, ads, and marketing techniques.
By using these techniques, you can put your name out there to the world and become one of the top brands in your industry. You can’t lose when the reward is directly related to your product or service; so why not get started today with a low-cost monthly membership to my Chaos to Calm e-Learning Marketing system?
