Has Your Client Got An Irresistible Product Launch Offer
Ok, your client has hired you. You’ve accepted to work with them. Their new product looks pretty good, from your consultation with them, and you feel that this is going to be a good online launch. They’ve paid the retainer and you’re all set to go…
But this is a market you’re not familiar with, it’s a product you don’t know much about, or what it does, and you’re relying on the client and their feedback so that everything goes smoothly.
Ok, there is one issue here. Not every client is going to know everything about their market. They should, but not all of them do. So how can you tell if they’re Offer is an Irresistible one or not?
Well, the first thing you need to find out is what they’ve sold to the market before. You need to see what products have been successful, and more importantly, what haven’t. If they haven’t launched a product before, then you need to look at what the marketplace has launched. Look at what products have contained, and what the price points are. See what people are used to, and see how you can improve on it.
One thing I recommend clients don’t do is to go to the lower end of the market. When you do, you get the lower end people. While this may be ok when starting out for a client, as a long term strategy, it’s not advisable. A higher price, even if it’s slightly higher, will set you apart from the rest and give people a perception of quality.
But what should you include in your Offer to make it an Irresistible Offer?
Are there tools or tips that you can include? Is there training you can offer that no one else has, or that you do better? Is there a level of customer service that you can do better than everyone else in the marketplace? Can take away all or nearly all of the risk for them?
If you’ve seen any of Frank Kern’s Mass Control launches, especially Mass Control 2.0, you would have seen Frank tell you that if you didn’t like the product – for whatever reason or whatever part – to just send that part back to him and he’ll refund all your money. You could keep the bulk of the product if you wanted to, and send back 1 disc. This is a great example of Risk Reversal but going to this level is not necessarily something you would want to employ for you or your client.
You want to make sure that the Offer you are presenting is also what they market wants – and this is a BIGGIE!
If your product has everything that someone wants to do X that’s great if they are looking for X. If the market is looking for Y, then no matter how good the product is, it’s going to flop. It’s happened to me in the past. The one time it did happen, I relied on the information that the client gave me about what their customers were looking for. I believed they wanted X, when in fact it was Y what they were looking for.
In this case, the client’s customers were looking for a product like X, but the product was far too advanced for them, and it went over their head. It wasn’t as successful as it could have been. Because there was too much in it (that confused them) it was priced accordingly. The price was an issue too.
Since they didn’t understand the product (confusion being a very very VERY bad thing in any marketing) they didn’t see the value in it and weren’t willing to pay the price of it. It was too expensive in their eyes for what they wanted.
So, don’t rely too heavily on what your client is telling you. Test, ask questions, look at the marketplace and see what’s out there. Ask more questions about the ideal customer, get inside their head and figure out what you would want if you were their customer.
Then think what you would want as that customer, and what would be an Irresistible Offer to you. If you’ve got friends who are in that market, ask them too. Test and see… If they ask you where they can get it, you’re onto a winner.
Create an Offer that’s as Irresistible as possible and you’ll have Product Launch success.
Let me know your experiences, as I’d love to hear them, in the comments box below.
Tagged with: Irresistible Offer • Product Lauches • product launch client • Product Launch Manager
Filed under: Product Launches
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