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Episode 10: How to launch a new product
- 2022/06/16
- 再生時間： 28 分
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あらすじ・解説
How to launch a creative business: Episode 10: How to launch a new productHi and welcome again. Today I’m going to be covering how to launch a new product – this might be a physical item or a new service, course or workshop – it doesn’t matter which, the processes are still the same.Now, if you’ve read my book (available in my website shop by the way!) then really you can apply all the same principles I teach there relating to an entire business, to this new product or offering.Firstly, you need an audience of people that are ready to buy – I think we can all agree on that. And hopefully if your brand voice and messaging have been on point up until now with an existing business, then you know what they want and how they want it delivered. If your audience is still very small and new (eg a handful of social media followers, a hundred or so email subscribers etc) then you will almost certainly want to consider an ad launch budget to be able to reach more people that are not yet currently aware of your business.And this brings me to a little aside – if you truly want your business to be successful, then building your audience is absolutely vital, and to do this you will almost certainly need to invest in some sort of advertising or PR strategy. It comes down to numbers at the end of the day. Now if your core messaging and brand identity (including your voice – how you relate to your potential customers) is really on point then you will no doubt get a higher conversion rate and sell more with a small audience. However, it often takes us a little while to get there, to truly understand and speak to our niche (see my blog post from last week for more info on that), so setting aside some budget for advertising (be it Facebook, Google, or placements on blogs or in magazines or podcasts) will be something you will need to invest in.And nearly all successful businesses will have relied on advertising in some form somewhere along the way – recognised that they need to reach more people and invested appropriately. And this is where understanding your ideal client profile is so important. So you can set the parameters of your ad to maximise your spend. Correctly identifying who to sell to and what their interests are.But let’s assume you know your audience, know what they want, you’ve tested it with a small number of people, know it works for them, what now?Now you need to have a solid marketing plan in place that will convert your lookers into buyers.1. A good, well-thought-out sales pageYou sales page might be a page on your website, or a specific landing page you’ve created in your email marketing system, whatever and wherever it is it needs to contain these key points:What is the outcome from buying this product or offering, how does it make the buyer feel once they have it? For example with my book my customers are relieved because they don’t have a clue where to start with launching a business, they’re happy because they know it’ll take less time for them to get everything in place rather than having to google it all for themselves. They’re more committed because they have a structure to follow which means they’re more likely to reach their launch date goal. The value I’m giving them is their time and energy back and ultimately that they will be making money (and more money) sooner with my book than if they were to go it alone.You absolutely want to make the outcomes and benefits clear first and foremost.You may also want to include then why they should buy from you over anyone else who may have similar products or offerings. Ie your experience, what sets you apart from others that is relevant to this particular item. Eg for me I’ve run my own successful businesses for over a decade, and I’ve helped many businesses launch and thrive over the last few years. I have the experience that people can trust.How much information you provide often depends on the price of the item in question – low cost offerings will need less information than say a high-priced course or product. So what else do you need to address – any reasons why someone might NOT buy, eg cost, time, suitability – speak to all the objections someone might put up to stop from buying and counteract them, eg you’ll make your money back in weeks that you’ve spent because you’ll learn how to avoid pitfalls, in the long run you’ll save time by doing this course because you won’t make mistakes, this product might be more expensive but that’s because it has sound sustainability credentials or supports the artist or local community. This product or offering is exactly right for this specific industry or person or character. Use your FAQs to counteract any reasons why someone might not be ready to checkout.For smaller cost items don’t waffle on too much - people often just want to hit purchase and have it straight away, they don’t want to go through endless salesly pages of info when ...