An event is not simply a happening. And a product is not just a thing sitting on a shelf. Events, workshops and products are potent communication instruments with which you can reach, illuminate or unite a group. A product (audio, video or goods) well packaged, can also be a milestone business.
Planning and executing a successful event or product launch is both a creative orchestration and one that involves precision in setting in to motion all of its steps, phrases and sequences.
A. Spark Curiosity
2 months before event -or- official product release: This is like a press release, and should be short and clear
The message: “you should know about this” / “This will do amazing things for you”
- Create a buzz and Communicate that there is more info TBA.
B. Acknowledge Need / Insure Value
1 month before event -or- official release: This is your Sales Letter. This message is longer than the snippet above.
The message: “What would it mean for your life if you were to eliminate your fear of public speaking?”
- Speak to the prospects’ fears, desires and needs.
- Assure prospects of the value: what they will know and learn from your event/product.
- Reassure prospects that they are making the right decision & tell them how it will be worth the time, worth the $, etc…
C. Foster Interest & Trust
Closer to the event -or- official release: Build trust with a little bit of “how to” or tips.
The message: “5 things that will help you have what you desire”
- Give away some info, so that the reader feels they have learned something new just by reading this message
Finally the big moment!
The event happens! – If it is a Launch, then THIS would be the moment to make the finished product available.
The message: “The product is now available!”
Tips:
- Make sure to include a link to a web page: A website helps to build credibility and creates the thought “this is real” in a person’s mind. If you’re going to excite people and connect them to an event in the real world, you need to give them an “intangible tangible.” People want all the details. Give them a web page with a “call for action” to register for the event or buy the product.
- Offer incentives to attend (rather than incentives to register) e.g., Try before you buy / upgrade offers / cross-sell offers / up-sell offers will ensure quality participants, clients and customers – the KEY is to offer these as OFFERINGS, nobody wants to feel like they are “being sold” on things they do not want…
- Reward loyalty; treat returning customers as VIPs and offer them a discounted price. “Recommend a friend” initiatives also work well.
Event production and product development and launches also require unwavering insistence on quality and the upholding of a high standard. Success depends on the artistic and organizational skills of the event or product producer working with their customer in mind, and then…letting it all transpire
hahah ok so this is just how mindless I am, halfway through looking through your post I accidentally dropped my mouse and shut down the internet explorer in error and I could not locate your article again until 4 days later on to finish reading through from the point i stopped at because I didn’t remember how I linked here to begin with ahaha in any case it was worth the wait..many thanks :)
Love it! I am so glad you came back! I just posted a new post today – a radio show interview around women in business! I hope you will enjoy . . .
I agree with Beth! Good information, clear, concise, simple. overall website quality is excellent. and yes, the 1-1′s are compelling as the responsiveness can be more immediate. Blog responses don’t necessarily reward immediately… doing the foundational work is key; that can be slow and needs to be steady, consistent, yes?
Thank you so much for your feedback Michael. I appreciate the inspiration to create more!
Hey Jessica ~
Thanks for these very clear and powerful steps to take for launches ~ I especially find the step about insuring value to be so important. Give, give, give ~ but also create a gap somewhere so they’re hungry for your irresistible offer! And of course a Call to Action.
Great stuff…..I definitely look forward to coming back to your blog for more tips, strategies and inspiration!
Thank YOU Beth. I love seeing you here. Thank you so much for commenting – your comment inspires me to post more often – It is so easy to luxuriat in the face-to-face, 1-one-1 interactions; i can never get enough -and- I can really see the value in keeping my online interaction alive and vibrant as well. I so appreciate interacting with you here:)