Are you preparing to launch a new product/service?
Approach your content strategy with a PR mindset because you want to build anticipation and ensure the launch goes off with a bang.
Did you know…1 in 5 consumers buy a new product the moment it is launched?
To get in front of these ‘innovators’…
DON’T focus on your product/service, its features, and why you think it’s so amazing. Given it’s a launch, that might seem a bit strange, but remember – your customer only cares about themselves (harsh, but true!) so only talk about the things that matter to them.
DO focus on why your product/service was developed. What was the need? And how does your product/service address the challenge?
Is there anything about the development process itself that your audience would find interesting/useful? For example, did you use an existing technology in a new way, did you call on the expertise of an authority figure in your industry, or did you fail (because everyone loves to hear about when things go wrong – more so than when they go right).
Top tip! Take photos. LOTS of photos. Of the 40% of successful product launches, only 60% generate revenue. One of the best ways to build anticipation (and sales!) for your new product/service, is to let your audience in ‘behind the scenes’, so they feel like they’ve been on the development journey with you. Take pictures of meetings, mindmaps, models, prototypes, pizza parties – anything and everything that makes your audience feel part of your team.
The content mix to support your product/service launch
The AIDA model (awareness – interest – desire – action) is a useful way to structure your thinking when creating your content strategy. The last thing you want is to produce content for content’s sake. Using the AIDA model, you ensure every piece of content serves a specific purpose that moves your customer towards the sale.
Long-form copy, like a white paper, affords you the space to tell your story. Structure it with:
🧁Context: what is happening in the market at the moment.
🧁Problem/opportunity: either the pain your audience faces right now along with the business impact it has, or the potential gain they stand to make if they can leverage a new opportunity.
🧁Anticipated outcome: the future vision of what their world could look like once they have addressed the problem/opportunity.
🧁 ‘Solution’ overview: how you intend to address the issue, using ‘evidence’ to demonstrate why it’s such a good idea.
🧁Call-to-action: what your audience should do now to capitalise.
|Download the Dinky Doc
This 1-pager contains some useful questions to ask yourself, and your business, when planning long-form content, like a white paper. Download your copy…
White papers are also a smart form of content because you can repurpose them into infographics, social posts, videos, or blogs to reach a wider audience. A successful content strategy is reliant on consistency – delivering the right message, to the right person, at the right time, through the right channel. Therefore, if your content is born from the same central asset, it is inherently consistent.
PR (public relations) comprises activities like press releases, editorial, and speaking opportunities. Launches make exciting and timely news – but only if they are framed the right way.
DON’T be “excited to announce…”.
DO be the ‘guide’, because your customer (the ‘hero’) has a problem (the ‘villain’), which you can help them overcome to achieve their future vision of success.
|Download the Dinky Doc
This 1-pager contains 3 quick tips to help you get started with injecting some storytelling technique into your content. Download your copy…
Host a launch event. This could be a simple intimate dinner with a few key customers, or a lavish party where every colleague, customer, prospect, partner (media contact?!) is invited. However you choose to celebrate, know it’s a fantastic way to make a noise on social media and get your network talking about your new product/service.
Why not make your launch event last a whole day and host your own conference?
Use it as an excuse to invite guest speakers to talk about key topics that interest your audience, allow time for networking, and leave your attendees in no doubt as to why you’re amazing, and how your new product/service is going to solve their biggest challenge.
Book recommendation: “Hype Yourself: A no-nonsense PR toolkit for small businesses Paperback”, by Lucy Werner. Buy now on Amazon
Webinars are a great way to get in front of your audience, but…
DON’T trick people into registering for a sales pitch (you’ll never win business that way).
DO share your skills, knowledge, and experience to give your audience something of value.
Remember, if your product/service is good, and you’re genuinely out to help, your audience will see the value you have to offer and feel compelled to find out more – and purchase.
Remember to record your webinar and make it available on-demand to people who couldn’t attend live. Also, think about whether you can edit it into snippets that are quick to consume and easy to share on social media.
Time for some FAQs (frequently asked questions). No. Not the sort of rubbish FAQ no-one ever reads. I’m talking about content that answers the questions your prospect is actually asking in their heads – the doubts that niggle and make them hesitate to click:
“What if I change my mind?”
“What’s the alternative? Is it better??”
“What happens next?”
“Is now really the best time to buy? Can I wait a couple of months??”
“Do we really need all this functionality?”
Yes, some questions may feel uncomfortable but answer them – honestly and truthfully – because with each answer you earn a little more trust (and ultimately their business).
Book recommendation: “They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer”, by Marcus Sheridan. Buy now on Amazon
Also, do you run community initiatives?
If the answer’s yes, now would be a great time to make an introduction to your WhatsApp group or invite your prospect to a user forum. Essentially, allow them to talk to your current customers (a relatable middle ground) who will see they have nothing to worry about.
A campaign template for your product/service launch
The biggest problem companies encounter when launching a new product is lack of preparation. To ensure that’s not you, I’ve created the following template to help you think about what might work for your launch:
3 top tips for your launch content strategy
🧁Your campaign doesn’t end on launch day, so plan how you’re going to communicate with your audience pre-launch, on the launch day itself, and post launch – keep that momentum going!
🧁Be smart and think about how you can repurpose your content – particularly for different sectors and into different media.
🧁When planning your messaging keep asking “So what?” – it will help you avoid the pitfall of pitching your product/service features, by getting to the value those features deliver to your audience.
Still have a question?
I’ve been a professional copywriter since 2014, and before that I spent nearly a decade working as a B2B tech marketer – so I’ve planned and written about more product/services launches than I can remember.
I’m genuinely an open book so you are more than welcome to ask me anything. All you need to do is…