How to Make Your Product Launch Marketing Strategy Fit Your Marketing Objectives

One of the problems you'll find with most product launch marketing strategies is that they're not designed to focus on the core market. Rather, they are loosely aimed at a more generic audience. They try to create a universal strategy that will fit any customer in that niche. The fact of the matter is that you need to take some time and specifically craft your product launch marketing strategy in such a way that it complements and builds momentum towards reaching your marketing objectives and fulfilling the needs and desires of your core market.

Understanding Your Core Market

If you're going to have a successful product launch, your product must be designed around the your core market, not the other way round. You need to climb inside their heads and find out what makes them tick; what they fear; what language they use and what they wish for. Only then, will you be able to craft your product to deliver the benefits required.

You need to understand your product's benefits.

What exactly are benefits? They are all in the mind. They are emotional rather than logical. So benefits are things which will engage with your buyers because they resonate with their hopes and dreams.

So, for example, let's say you've invented an electric razor that recharges its batteries using solar power. How will this benefit your customer? Well, for one, it allows him to not worry about finding an outlet to plug in. It allows him to look good anywhere and anytime. It also allows him to go on holiday, for example, without a 220v adapter. Identifying your product's benefits is essential to a successful strategy.

Staying on Message

Your marketing message then needs to be consistent not with your product but with the benefits it offers. Don't allow your marketing message to veer off onto some tangent. Push the benefits. Give real life examples of these in action. Mention the features and their advantages but above all relate the benefits back to your core market's hopes and fears.

Every tagline you create, every email you send, every web page you create should be driven by this simple message: "here's how your life will be better if you buy this product."

Laser Targeted Product Launch Marketing Strategy

By being disciplined and ruthless about staying on message, by speaking to your core market using the language that they use, by striking at their mental triggers - their hopes and fears- your core market will realise that you understand them, that you are in fact one of them.

For example, if you're trying to hit a teenage and young adult demographic, you're likely to include MySpace as part of your strategy. You will use phraseology and the slang that they use to push the benefits of your product,

Only this way will your product launch marketing strategy reach your marketing objectives.

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Product Marketing Plan #1 - Disarm Your Prospects With Your Candour

Cut out the hype!

Treat your prospects with the same respect you give your best friends.

Speak to them in your usual natural way. Speak the Truth and disarm your prospects with your candour and like-ability. Then you can deliver your launch story more easily because your email open rates will go up. Your prospects will respond readily and consider you as a personal friend. If this is not the main focus of your product marketing plan, you have to ask yourself why not?

There's no mystery. Be entertaining, deliver valuable content and build rapport with your potential customers. By romancing them in this way, they will listen more readily to what you have to say they will respond more readily to your deadlines.

Ask them to post feedback on your blog. You will then have the chance to become part of the conversation by responding to comments, by answering objections and by just being one of them.

This is why you should use what I call the "horizontal sales letter". This delivers your launch story by email over 2 or even 3 weeks. You have time to adjust to the conversation in the market place. You can even optimise your product to meet the expectations expressed in the surveys you drop into the process.

This product launch marketing process of conversation, reaction, optimisation and reciprocation builds rapport. It gives you time to be friendly, build authority and trust. The trilogy of attributes you must have when it comes to making the sale.

So whether your are re-launching an existing product or launching a completely new one, your launch story is a wickedly effective tool that will transform your launch from that damp squib you may fear into a rip roaring success that drives waves of eager buyers to your shopping cart without a second glance at that long copy sales page.

So using this new product marketing strategy,you will be well on the way to a successful launch.

Please Note: Even those who do not buy from you will stay engaged, remain on your mailing list, open your emails and listen to your new offers. The money you will make in your new product launch is as nothing compared to the long-term benefits coming down the track.

Review of Auto Click Profits   Product Launch Tactics - Using Autoresponders to Boost Your Product Launches   The Best Ways to Launch a Product Online   Launching A New Product? 5 Necessary Questions to Ask