7 Steps To Avoid Product Launch Panic Syndrome

7 Steps To Avoid Product Launch Panic Syndrome

Whether you are planning a big launch with a $5,000 coaching package where you announce it to the world with opt-ins, interest lists, sales pages and a pre-launch webinar to open the cart for your first sales or it’s a workbook you want people to buy for $17  . . you need to have an plan of action, a strategy for getting it in front of the right people.

The worst thing you can do for your business is wait until you’ve finished creating everything and make a mad unplanned, uncoordinated, headless chicken scramble to get the word out and get clients.

You know what it’s like.  You’re like a mad scientist, deep in research and development. Creating, testing, planning, mixing. Happy and tired.  In the cave/laboratory for days, weeks or even months.

The amount of work to narrow down an idea, flesh it out, create it, design it so it’s ready to be a viable offer that delights your clients as well as your PayPal account can seem endless and exhausting. Anyone who tells you otherwise ain’t telling you the truth. Your business is run like one of Tyler Perry’s Madea movies.  Written, directed, produced & starred in by YOU! Talk about a one woman/man show.

If you’ve struggled to build your list, been overwhelmed planning a launch or stress out when it’s time to promote your offers, keep reading, plus download the easy-to-use worksheets I’ve created.

Things To Put on Your To Do List When Promoting Your Offer So You Avoid Panic Mode And Attract The Clients You Need:

1. SET A S.M.A.R.T. GOAL

How many of those products/services do you want to sell to meet your goal?  Is it 1, 5, 20 or 100.  List building with a free offer? How many people do you want to sign up?

Write it down and put it in front of you.  Put it in your planner. Journal about it. Make it real. You can even create a small vision board visualizing happy clients, how you feel meeting your goal and even what you want to do with the income you make.

  • Specific – How many clients/customers/units you want to sell and at what price?
  • Measurable – How will you know your campaign is working. Instead of waiting until the end, have a tracking sheet website traffic and conversions.
  • Achievable – Do you have the resources and/or skills to pull this off?
  • Realistic – Can you create it, build buzz for it, promote it and sign people up during your time frame?
  • Timebound – Set a date to “open the cart” make it available for purchase

2. KNOW YOUR PEOPLE

You may not realize it, but you probably have a different ideal client for each of your products.  Many product launches and marketing campaigns fail because business owners fail to take the time to recognize that they have to have a different marketing campaign.

The people interested in your one on one coaching are different from those who want your group coaching program.  Your Do It Yourself client has a different mindset and budget from those looking for Done For You Services.

Don’t market your offer and create marketing messages geared toward the wrong people. If you have an offer that didn’t get the clients you wanted, maybe there’s nothing wrong with your offer.

So grab a piece of paper, go back to the drawing board and write out exactly who your ideal client is for this one specific offer.  What keeps them up at night? What gender? Between what ages?  What’s his/her story?

3. LOCATE YOUR PEOPLE – AHEAD OF TIME

Imagine opening a brick and mortar store without doing any research on who is the area? Not driving around to see what the area is like? If it’s a good location? Are you visible from the road? Is your target market interested in what you have to offer? Where can you place ads, banners or signage?  It’s the same thing when you’re marketing online.

Maybe the people in your network of circle of influence may not need or want this particular offer. It might be time to expand your reach and either go to another social media site or join different social media groups. Possibly find another market you never thought of who are clamoring for what you offer.

Imagine that at the moment you are ready to share content, engage and/or promote your offer you know exactly where to go. You’re not wasting time on Facebook, Twitter or Instagram figuring where to post or who to talk to.  You will have confidence since you’ve done your homework.

4. CHOOSE YOUR ACTIVITIES 

Now that you’ve decided where you will go, decide on which social media activities to include in your Marketing Action Plan. Choose a few social media sites – don’t spread yourself too thin.

Ask yourself what do you need/want/have to do to make sure enough of the right people know about your offer? Here are a few things to consider:

  • Blogging: Will you blog about it? How often? Guest blogging? Do you need to reach out to someone? When? How many blog posts do you need to write?
  • Social Media Groups: Participate in social media groups? How many? Which ones? If they allow promos what are the rules? Are their specific days?
  • LinkedIn, Facebook, Instagram, Pinterest or Google+:  Which ones? How often will you post? How many promotional posts do you need to write?
  • Email: Using Mailchimp, Aweber, Convertkit or InfusionSoft? When will you let your list know about your new offer? How many emails will you write?
  • Live Streaming: Which platform? Blab, Pericsope, Huzza, Facebook Live? Can you download or embed video or audio?  How can you re-purpose?
  • Social Media Ads: Depending on where your audience is will you use Facebook, Twitter, LinkedIn or Pinterest Ads? Will you learn by watching tutorials or hire someone to do it?

5. SCHEDULE IT

This is the part I find myself educating my clients about.  It’s happened more than once where they wait until the book has been published to start promoting it.

Look at your activities from Step Four and give yourself about six to eight weeks.  Pull out your calendar and start penciling things in. This goes along with the not waiting until the last minute scenario. Start with the date your open the cart/the day people can hit the buy now button. Then count back 6 weeks and figure out what you want and need to do each day/week to meet your goals.

You can use social media tools like Buffer, Hootsuite and Meet Edgar to schedule your content months in advance.

6. CREATE CONTENT AS YOU GO ALONG

This is where content shows you what makes him the king.  He does a lot of the heavy lifting. Your blog posts, tweets, Facebook updates, Pinterest and Instagram photos are what get you noticed.

Open up a notebook or Google Doc or Evernote strictly for promotional content for this offer. You can sit down at one time and write it all out OR as you’re in the laboratory creating, getting inspiration and having aha moments you can:

  • Scan your sales page and look for sentences and phrases that will attract your intended audience.
  • Pull snippets from your blog posts for tweets, Facebook and LinkedIn updates.
  • Look for images on sites like pixabay and create branded graphics for Pinterest & Instagram.

7. MAKE IT SHARE-ABLE AND TRACK-ABLE

If you’ve been building relationships chances are people who follow you and/or network with you will help promote by sharing a blog post or a status update. You can:

  • Make it easy for people to share. Create clicktotweets. A simple cut and paste, ask your online buddies and you’ve got a small army of people hitting the virtual streets for you.
  • Make it easy for you to track: Like putting a GPS device on your car, use shortened URLs liked Google Shortener or Hootsuite, Be sure to review the data to see how many people are clicking on your links and when they’re doing it. You can always make changes to your content, time of day and where you’re posting when necessary.

And there you have it.  A little something to keep you from jumping straight up in bed in the middle of the night wondering if you forgot something. A simple plan to keep you sane, productive and on track to meet your goals.

Whether you have an existing offer that you want to breath new life into or are in the planning stages of a new product or service, build time into your schedule to plan.

Grab the free PDF promotion and marketing workbook to take action before your launch. And please let me know how it works for you plus what other things you do to beforehand to not keep the anxiety and panic to a minimum.

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11 Responses to 7 Steps To Avoid Product Launch Panic Syndrome

  1. When I find “click to tweets” I get so excited, its’ like finding a little treasure where you didn’t expect it, and it’s such an easy way to share what you like!!! Nice piece.

  2. Great tips! I’ve found the best launches are when things are scheduled in advance as much as possible, especially with social media posts. There is so much to do during a launch it’s almost impossible to remember it all when you get in the thick of it. Having a good chunk of stuff pre-schedule saves the day. Then, as things come up, like you say, it’s easier to create content as you go along and find your audience in new places when you have the basics already covered. Thanks for this!

  3. Thanks for this roadmap, Gennia. I recently discovered the power of #7 – and of asking the RIGHT people to help! I’m bookmarking this for my next launch!

    • You are so right, Becky. Can’t forget the power of # 7 – Share-able and track-able. I saw the value when I became active in Facebook Groups that encouraged us to support each other.

      You know I’m ready to help promote your next launch – make sure to send the click to tweets my way!

    • Hi Vatsala, This came from my own lack of planning when I first started launching my offers and noticed my clients were doing the same thing. Sometimes it’s not until we’re in the thick of it that we realize we’ve left out an important step, and you are right, this is one of those areas. Thanks for stopping by.

  4. This is great, especially the part about different ideal clients for different products/services. I’ve been thinking about that a lot lately and it was great to read your perspective!

    • Thanks Nicole. I looked at marketing campaigns for a couple of big brands. They take one product and advertise to different target markets in different magazines with different messaging. It’s brilliant and something we, as small business owners, can use as a model. Thanks for stopping by.

  5. Great ideas. I’m a huge fan of scheduling. I use spreadsheets for everything especially for scheduling social media posting. Thanks for the great tips. I will have to put some of them in my pocket for the future.

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