Steps to your launch communication - Part 2
| July 12th, 2008 admin Posted in Launch Strategies | |
I talked about how you can warm up your lists before launch using specific emotional triggers in your email campaign. This is an extension to the same post.
The image above sums up the entire interaction process. We’re guiding the prospect through this step by step cyclical process of launching and are using mental triggers to help them make their buy-decision based on impulse or need, or a combination of both.
Throughout the process, remember to have the basic material and content prepared before you begin the prelaunch campaign. However, you can tweak and modify things as you go based on your interactions with them. These interactions are important. You have to keep your prospects involved and engaged throughout the campaign.
Whats the green star in the image? The green star before launch represents the emotional triggers that you will be hitting at through your emails and blog posts. Almost anything that can increase the excitement and can influence their buying decision can be considered a trigger. Generally, at this point you want to make sure that your triggers fall into the following categories:
a- Traction: You need to prove that there is a lot of hype and buzz around the product. Referring to examples of your communication with communities or to the hype adds to social proof. The reader needs to feel that he or she isn’t in it alone.
b- Scarcity: Creating a feeling of scarcity in any way helps people to make their buy-decisions quicker. If they know that the product is going to go off the shelf, or that a bonus is going to finish, or that they can get limited special offers - they will be more inclined to participate in your launch. If you are launching an event, then you can easily play with limited ticket supply.
c- Need: Anything that can make your readers think “I really need this..” is a bang on target. This can be done by addressing their current frustrations and by showing them how things can be different. For your events, they need to want to be part of your event. You want them to start picking their clothes in their minds.
d- Price: Up to this point, if you had built a higher price expectation in their minds, you can launch at a lower price to surpass their expectations. This is always a great way for them to make an impulsive buying decision. This is also great when you can build your events brand around exclusivity.
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