Most product launches have three main phases:
1. The Pre-Launch
2. The Launch
3. The Post-Launch
Let’s look at each phase and what it entails.
The Pre-Launch
The Pre-Launch is typically a 3-7 day period during which the prospects receive a lot of quality information and get excited about the upcoming product launch. The information they receive during the pre-launch makes them think, “Man, if their free stuff is so good, imagine how great their PAID product must be!”
The paid product, however, is not available yet. Prospects are sent to a squeeze page that asks them to subscribe and receive a series of videos, special reports, and allows them to participate in tele-seminars and webinars.
The purpose of this phase is two-fold: Build a list for the launch and create ANTICIPATION on the part of prospects so that they are ready to pull out their credit card as soon as the product becomes available.
For this phase to have the proper effect on the prospects, you have to give away the best information, tips, tools, and advice you have. This may seem counter-intuitive, however, it’s critical that you do that.
The Launch
The day of the Launch comes and now all these thousands of people are going to rush to the website and get a copy of the product. Those who don’t buy it right away will receive an automated follow-up sequence of emails designed to persuade them to buy.
Usually, this is the phase when affiliates make all or most of their commissions. Holding contests that are based on the number of referrals or the amount of sales helps
The Post-Launch
This is a 1-4 week period after the product launch that allows the product owner to do more virtual seminars and interviews and generate more sales. Many launches skip this step and leave a lot of money on the table.
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Good overview. I am in the process of developing my own product to get out there to the masses with a free front end and all the follow ups before the paid product.
The thing that concerns me is that we are seeing so many products come in to the market now is there a danger that this hype lead approach becoming too predictable?
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