Product Marketing Plan

35Your product is as nothing without a crushing offer. You’ve done the spadework and come up with your list of assets. You just have to arrange them in such a way that together they give you the maximum leverage.

You know which modalities to use… text, video, audio, live streaming, webinar and/or teleseminar because your market research will have told you that.

Let’s take video for example. I use it in some product launch marketing plans but wouldn’t go near it for others.

What’s the deciding factor?

The same factor that always has been and always will be the only factor to pay attention to:

What the people in your market respond to.

And the emphasis in that phrase is on “people”. You see, too many so called internet marketers view their market as a nebulous mass – and that’s a serious mistake. Your market is made up of individuals. People just like you and me who have goals, hopes, dreams, aspirations, deadlines to make, families to feed, bills to pay, hobbies to engage in, and on and on.

As David Ogilvy so aptly put it, “the consumer is not an idiot, she is your wife”.

So you have to understand at the deepest level exactly what forms of communication the people in your market like best. And if you don’t know that, then you have to test and test some more until you do know… or just ask them!

Be aware too, that preferences change, so you have to stay on top of new media and new technology and be testing on a regular basis if you want to maximize your effectiveness.

All the time that you are romancing your list with your product launch story they have no idea that you are about to launch a new product. They just appreciate the great content that you are giving away for free.

Just Remember that when you pivot and start talking about your product, your potential customers have only one question at the forefront of their minds.

And it’s not…

“Why should I buy this product?”

It’s more like…

“Why shouldn’t I buy this product?”

They are looking for reasons NOT to buy.

Your job is to create an offer that is so overwhelming that they feel compelled to pull out their credit card and buy from you.

The alchemy involved in distilling an overwhelmingly powerful offer takes careful thought and considerable skill.