{"id":27247,"date":"2014-09-29T05:00:19","date_gmt":"2014-09-29T10:00:19","guid":{"rendered":"http:\/\/michaelhyatt.com\/?p=27247"},"modified":"2014-09-29T05:00:19","modified_gmt":"2014-09-29T10:00:19","slug":"8-key-elements-successful-product-launch","status":"publish","type":"post","link":"https:\/\/fullfocus.co\/8-key-elements-successful-product-launch\/","title":{"rendered":"The 8 Key Elements of a Successful Product Launch"},"content":{"rendered":"

We open registration for Platform University twice a year. We just completed the relaunch for the fall, and it went extremely well\u2014in fact, we beat our goal. But not every launch works, and sometimes we\u2019re left wondering, \u201cWhy did my product bomb?\u201d<\/p>\n\n

A friend recently asked for my input on why her product launch failed. She was using a sophisticated and proven launch method, one I\u2019ve used myself, but she didn\u2019t get a single order for her course.<\/p>\n

Most of us in business have been there at one time or another. As just one of many examples, I tried to launch a book about protecting personal privacy one month before 9\/11. Guess what no one cared about after 9\/11? The result was that book sold less than 10 percent what my prior book had done. So how can we increase our chances of launch success?<\/p>\n

After hearing from my friend, I went back through my own strategy and came up with a framework to analyze eight different key elements of a successful product launch. I\u2019ve derived these elements from product-launch guru Jeff Walker<\/a> and branding expert Donald Miller<\/a>.<\/p>\n

When a launch fails\u2014barring external events we have no control over\u2014it\u2019s usually for one or more of these eight reasons. But the good news is that you don\u2019t have to wait for failure to use this framework. It doubles as a pre-launch checklist to ensure we get things right on the front end.<\/p>\n

    \n
  1. People.<\/strong> Have you targeted the right prospects? It doesn\u2019t matter how good your product is if you\u2019re offering it to the wrong potential customers. If you\u2019re trying to sell snow in Siberia, don\u2019t be surprised if it\u2019s tough sledding.<\/li>\n
  2. Problem.<\/strong> Have you clearly articulated the prospect\u2019s problem using the language they would use? Having the right prospect is only part of it. Can you connect your product to their needs, fears, or wants? All the better if you can articulate something they need your help to understand. No one knew their reliance on the Walkman was a problem until Steve Jobs introduced us to the iPod.<\/li>\n
  3. Promise.<\/strong> Have you painted a vivid picture of a desired future state\u2014the transformation your product can bring? This is all about connecting the dots. Do the work for the prospect. Will your product solve their problem? Then show them what their life looks like after they\u2019ve used your product.<\/li>\n
  4. Position.<\/strong> Have you positioned yourself as an authoritative guide who can help them get to their destination? It doesn\u2019t matter if you\u2019ve communicated the promise to the right people about their problem if they\u2019re unsure you can solve it. Trust is crucial to any product launch. Endorsements can help, but nothing beats winning people\u2019s confidence directly.<\/li>\n
  5. Plan.<\/strong> Have you shared a plan they can follow that will lead them to their destination? Sometimes this is simple. Buy product, use it, voila!<\/em> Other times the transformation is more nebulous. A clearly articulated plan will help the prospect see how your product can help them.<\/li>\n
  6. Pitch.<\/strong> Have you created an irresistible, no-brainer offer? Problem<\/em>, promise<\/em>, position<\/em>, and plan<\/em> form the content of your offer, but your pitch<\/em> represent style and approach you take. Some pitches are inappropriate for some audiences and undermine your credibility. Think of it this way: A pitch is not only an offer, it\u2019s a musical note. Hit a sour note, and you might lose the sale.<\/li>\n
  7. Price.<\/strong> Is your product priced right for your market? Pricing can be very mysterious. What people won\u2019t buy for $10, they\u2019ll buy for $99. One thing is for sure, nailing the right price is crucial for success. Price communicates more than mere monetary value. Before you go to market it\u2019s critical that you get this right\u2014even if that means relearning everything you think you know about what your product is worth.<\/li>\n
  8. Place.<\/strong> Are your marketing efforts reaching prospects at the right place? Nothing is more wasteful than advertising that never connects or affiliates that can\u2019t reach your people. Make sure you\u2019ve got this eighth element working for you or it can undermine all the rest of your efforts.<\/li>\n<\/ol>\n

    Nothing is guaranteed with any launch. With our recent Platform University<\/a> launch, we had all these elements working for us, but my team and I had to stay hyper engaged at every step, calibrating and recalibrating our messaging, frequency, and more. It was like running with the bowling ball down the lane to make sure we hit all the pins.<\/p>\n

    We did, but it took tenacity and the hard pre-launch labor of ensuring we had the eight key elements in place.<\/p>\n\t\t