The Single Most Important Ingredient for a Great Product Launch

by Lorne Mitchell on 24/09/2015

This week’s “Thursday Thoughts” is one in a series on Product Launches – a subject that I find fascinating and so important to growing a successful business.

So, what is the single most important ingredient of a great product launch?  We need to look no further than the film (or movie) industry – and to a quote Shawn Amos:

“Every major summer blockbuster that is released is essentially a product line being launched across multiple verticals. However, the centerpiece of the product launch is a big, beautiful story whose job is to entertain.”

I believe that the single most important ingredient for any successful launch is to frame a “big, beautiful story whose job is to entertain”.  Think about it.  A story that describes a personal journey.  Your personal journey with all the ups-and-downs and trials and triumphs that go to make us all human.

Our Story

And so, in the closing two days of Jeff Walker’s Product Launch Formula (a once-in-a-year opportunity to see the master in action), Jeff has offered two personal but quite different stories that show how changing the way you think about a product by re-framing it around a product launch can literally transform people’s lives.

The first story is from Barry who overcame a life-changing accident to go on and organise and teach those who make a living from entertaining.

The second is from Shelly – a very different story of a mother trying to juggle the three forces of family, paying work and passion.

Watch the videos and work out what you can learn from each of them.  See how the personal stories create a different way of thinking.  By building your business around a series of launches (and great stories), rather than flogging a me-too product, you can create a new sense of drive and momentum.  Think hard about how you can apply the learnings to (re-)launch your own products and services and create a new sense of purpose and heartbeat to your marketing campaigns.

Of all the research I have done into this area, Jeff’s strategies and teachings are second-to-none.  And it can be applied to book launches too!

If you think that there is value in digging deeper into the Product Launch Formula, then I thoroughly recommend that you sign up for Jeff’s programme – which will only be available for the next day or two.  Otherwise, you will have to wait another year for the offer to come around again!

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{ 5 comments… read them below or add one }

1 RashikParmar September 24, 2015 at 07:53

Lorne, I found Dan Pink’s “To sell is human” book very valuable in providing a set of effective tools for creating the story. The Pixar story is one that I have used many times.. Not sure if you are familiar with this, but it helps create the stories that capture the imagination..

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2 lornemitchell September 25, 2015 at 13:44

Thanks, Rashik. I have not read the book, nor seen the Pixar story. Do you have a good reference for the latter?

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3 RashikParmar September 25, 2015 at 14:05
4 Correy Voo September 25, 2015 at 13:37

Agreed, an anchor message is crucial. With it even bad launches can be recovered. Without it products are mis-understood, mis-sold and the audience loose interest because of confusion. I have always recommended to my project teams to be crystal clear about 3 things; What, Why and Who – What is the thing you are selling or deliverying? Why is it essential (not just required) to have it? And who will give a damn if it is or isn’t delivered. I’ve seen Jeff’s work before and would agree that it does provide some help, but I would advice against a prescriptive solution as too much reliance on process can also become a limitation. I’ve always found that there are some people who are good at launching products and some that are good are developing them. They are very rarely the same person because the natural behavioural characteristics are vastly different.

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5 lornemitchell September 25, 2015 at 13:53

Great points, Correy, thank you. The interesting thing is that the flow from product visionary > product developer > product marketer > product salesperson > product delivery > product support requires – each team with a different set of skills. The thing I like about setting a tightly-bound product launch (with a clear “What/Why/Who”) is that you can create a much greater learning environment across the organisation compared with more traditional methods often associated with slower launch cycle times.

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