For years, internet marketers have been creating and then launching products such as ebooks, cd roms and DVDs. And of course the sales rolled in. But then a few years ago a new type of launch began to surface.
The old way was simply to put up a website featuring your new product, and then to start building traffic to it and trying to market your product. Without a list of prospects, this could be a slow and painful process.
More recently though, marketers have been launching products in a whole new way - building up excitement *before* their product launches so that on the day that their product actually goes live, there is an interested crowd of people ready and waiting to buy into it.
Typically sales for the first day of a professionally-run product launch can be astronomical and will likely be the single largest payday that product produces. Jeff Walker, the creator of the main product launch sequence succeeded in earning an amazing 6 figures in 7 days thanks to the formula he carefully devised and refined over a number of years.
So what actually makes this new breed of product launch so powerful? And what really separates them from the old way of releasing a product?
Anticipation
The first aspect to s successful product launch is that the marketing of the product begins several weeks before the actual product itself is launched. An entire marketing process is created that lead potential customers through an exciting, yet structed, marketing scheme. Each week, more and more information is given on the product which helps to build anticipation until on the day of launch finally people are given the opportunity to buy. And by whipping people up into a frenzy, considerably more typically buy a product than otherwise would.
Social Proof
The next aspect that is used is social proof. Through a combination of testimonials and case studies, the product creator is able to prove beyond a doubt that teir product works. They will typically show actual examples of what other students using their system have accomplished and this makes the sales pitch so much more powerful.
It is very easy for a slick marketer to tell us how great their product is but when they are seen live on video talking to their previous students about the success they have had it really is something entirely different.
Shared Pleasure
Rather like at a big sporting event such as the Super Bowl or the World Cup, somehow being part of a large crowd of people creates an electric atmosphere. Watching sport at home is never the same as watching it live as part of the audience. And so it is with a product launch - being one of thousands of people getting excited and talking about the product on forums and blogs helps to create even more demand as everyone wants to fit in. Nobody wants to be the person who misses out on this mazing new product.
As you can see, marketers are now using subtle psychology to maximize their sales of a new product and most products released in this way totally sell out within the first week or so. Typically many people who were sitting on the fence trying to make a decision about buying end up missing out because they left it too late.
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