I recently learned that doing things in three’s is extremely powerful, because people are able to learn and remember 3 things easier than any more (or less). So, I decided to boil product launches down into the 3 most important things one must do. And the new rules of launch involve a simple, three-step process I call the three C’s of launch:
1. Canvassing – in this step, we use all available venues to spread the word about the launch and attract participants who are interested in our launch. Using standard permission marketing and relatively new emerging social networking techniques, we build a list of interested prospects (aka “leads”). We call this our “Launch List”.
2. Conditioning – once we have our Launch List underway, we go through a series of moves called a “pre-launch sequence”, which is specifically designed to educating and condition those on our launch list and take them on an interesting “learning journey” with us. During this learning journey, we will become closer to our buyers, uncover what they want most and then do our best to provide it to them via videos, articles and other useful content.
In addition, we’ll expose them to social proof, actual proof and answers to their common questions and objections. These are all key parts of the pre-sales cycle portion of the new rules of launch process (which is covred in more detail in the free e-book). We develop what starts out as a list of individuals into a launch community - a group of buyers, advocates and influencers who provide both initial sales and a foundation for sustained growth beyond the launch.
3. Closing and Cashing-in – once launch day arrives, it’s time to cash in on all the preparation and hard work that led up to the big day. Immediately prior to launch day, we ramp up the communications level, creating increased anticipation, buzz and excitement – so much so that people are chomping at the bit to snag our product and sink their teeth into it.We also begin applying certain kinds of pressure that often leads to a stampede of buying as soon as the product becomes available for sale; e.g., scarcity. Then we follow with a “launch sequence” involving the sharing of social proof, proof and success stories that continue fueling the launch momentum and driving increased sales results from fence-sitters.