The prelaunch phase of a product launch in many ways is more important than the actual launch itself. During this period you have to decide what to give away, if anything, what marketing message to focus on, how to source the content and how to distribute it.
A successful prelaunch is all about building excitement and anticipation, but also – and this is critical – cutting through the noise and grabbing people’s attention through the power of your message.
You also use prelaunch content to address the major issues affecting your potential customers and deal with any justifications they may have for not purchasing your product.
The New Blog Mastermind Prelaunch
This week I’m about to kick-off the prelaunch for Blog Mastermind and I’ve been thinking about what to present as a demonstration of how much my training program can help people really leverage the power of blogging.
The Blog Profits Blueprint is available but I won’t be using it as my only launch tool. I certainly recommend it to everyone as the best introduction to the world of making money from blogging and as a great taste of what the full Blog Mastermind program is about, but if I want to make an impact I need something fresh – new ideas and new media.
Concepts For A Successful Prelaunch
Here are some ideas to consider when conducting a prelaunch –
- Clearly video is a must in today’s Internet marketing landscape, which is fine by me because it’s fun to create video. Since I’m learning new skills in this area I’d like to test them with some live content.
- Case studies are tremendously powerful as prelaunch content. Jeff Walker’s Product Launch Formula would not have done nearly as well if it wasn’t for the amazing case studies Jeff collected from his previous clients, especially the $9,000 board game case study.
- Proof is critical. It’s important you demonstrate that you have personally achieved what you are presenting to help other people achieve. If possible, it’s exceptionally powerful if can demonstrate your customers have also enjoyed positive outcomes as a result of working with you.
- Teaching is the key to providing value, and although there may be all kinds of marketing messages wrapped around the teaching component, it’s how much you genuinely help people that leads to having a real impact with your prelaunch content.
Taking the points above, if you can put together a video that uses a case study as proof and teaches people at the same time, then you have a pretty good launch tool. Now where do I find one of those…
What I’m Working On
I’ve been thinking a lot about the message I want to get across and what I want to teach you in my prelaunch content.
I want to have a lead-in video that covers the most important concepts, points out where people are going wrong and presents some solutions, but I have to be careful not to drown the core message about what Blog Mastermind is about, which is – how to make money with blogs.
I have a lot of ideas – and that’s the problem. Blogging is such a powerful medium, it’s given me so much but I see it as underutilized by most people, so as a result I feel could ramble on for hours, but that’s just not going to work in a launch video. I’ll lose people after the first five minutes.
Launch content must grab people’s attention, present clear and simple concepts that have impact, and do it as quickly as possible.
Thankfully I have most of the launch content already, it just needs editing. I’ve got a very good case study interview with my best performing blog student ever (we’re talking a million dollar blog) and I’ve done a couple of behind the scenes videos of my own blogging business. That’s all I can tell you at this stage 
.
I’m going to go huddle in my ideas bunker and finalize my launch strategy now. Next up, we begin.
Yaro Starak
Pre-Prelaunching