You know the sound.
It’s what you hear when there is:
No. One. Around.
And it’s the sound that most startups and new companies hear when they push the magic “go” button and launch their business to the rest of the world.
All day, they look at their stats, page views, and other vanity metrics that don’t really mean much.
And after the crickets come and go, it’s an uphill battle to get attention, traffic, and gain back the excitement you and your team had leading up until that fateful button pushing moment.
Quick question for ya…
Do You Believe in Hope Marketing?
You spend six months or more of your life squashed in your office chair hammering away at code, or tweaking your website design, or creating videos, or writing sales copy to sell your product or service.
And when you finally get all the pixels perfect, you push the button and “hope” people will sign up, buy it, use it, or come back to your website ever again.
My friend Jeff Walker, author of Launch, puts it quite nicely…
“You create a product and hope it will sell.”
Noah Kagan, founder of Appsumo and SumoMe says…
“A lot of people do hope marketing. They kind of hope people want to come and use their stuff, and hope people will come and build stuff, or be your customers.”
Hope is not a marketing strategy.
Walk into any VC’s office and tell him that your marketing strategy is called “hope.” They’ll laugh at you, poke you like a dough boy, and tell you to never come back.
Yet, “hope marketing” is what is permeating the business world and it’s getting worse!
Take The Hope
Ever heard or said this before?
“We’ll get covered on Techcrunch and get tons of traffic!”
“Holy ****! Mit Ferrisswheel is going to send out a tweet for us!”
“OMG! We’re going to get on the front page of Product Hunt! We’re rich biatch!”
This, by definition… is “Hope Marketing.”
And if you’ve ever said that, then you, my friend, may just be… a Hope Marketer.
Oh, the horror!
Unfortunately, it’s as common as Peanut Butter & Jelly, yet it doesn’t have to be this way.
What Jurassic Park Knows About Product Launches That You Don’t
Jurassic Park just came out a few weeks ago and good lord, it was everywhere!
I turned on NatGeo and they’re talking about Dinosaurs. Freaking velociraptors, pterodactyls, and of course… T-Rex.
I popped open Xinfity on-demand and what do I see?
Billion year old dragons flying across my screen: Dinosaurs.
Heck, I even rented Jurassic Park 1, 2, and 3 on Amazon Video to quench my Dinosaur appetite *they* secretly drummed up in me.
The producers at Legendary Films are doing all of this for one reason and one reason only…
To capture your attention, spark your interest, stir up the intense desire to get out of your fart bucket to give them money.
And hot-diggity! It worked!
“… the first time that a film generated over $500 million worldwide in a single weekend.”
Now imagine, if they took a “hope marketers” approach and opened up on some random Friday night and waited to see what would happen.
Do you think they a hope marketer approach would have made half a billion dollars in one weekend?
Nope. Not even close.
“Yea, but they have hundreds of millions to spend on marketing and advertising.” A young grasshopper says.
Grasshopper, look beyond the money.
It’s about the process.
It’s about “content” and “distribution.”
Let me explain…
How to NOT Launch to Crickets, But To “Wallet In Hand” Customers Clamoring To Buy Your Shit
When creating a new product or service there’s one thing that’s always certain — you will go live one day.
There will be a “launch” day.
And that day can be a great success or none at all.
Here’s 3 simple things you should be doing MONTHS in advance before you launch.
1. Build Your Advisor & Launch Partner Team
This is not a corporate board per se, but it’s first to build your influencer channel and group of people who can spread the word quickly to their target audience.
This doesn’t have to be huge names or a list of impossibles, but people who can directly influence their network to sign up and buy your product or service.
In other words, influencers who have your target market as their audience.
A few years ago, we built a list of 35 “influencers” in the Raw Foods niche and on launch day, with a quick email from just 3 partners, we generated $25K in sales the first day.
These were regular people who had nothing special except an email list and some minor influence.
How did we get them?
Go to Google, type in your niche keywords, get their name, email, and mailing address, then write them a LETTER about what you are doing that invites them to become a launch partner.
For us, 35 said “heck yes!” yet 3 made up the 80% of traffic and sales.
Sometimes the “big names” come with little punch.
Who are good partners?
People that have LISTS!
Here’s a list of places to find great partners…
you’ll want to break open Excel and build this list.
A great software to use to quickly build a list of awesome partners is BuzzStream. Just type in your keywords for your business and BOOM, they’ll pull up the sites, their traffic, email address, mailing address, and much more.
It’s a business development person’s DREAM!
2. Create a 4-Part Video Training/Education Series (Content)
“Wait… you mean, I shouldn’t write epic 30,000 word posts?”
No. You shouldn’t.
Yes, those work, but MAN… they are hard to produce!
Instead, produce a 4 part video training series that shares some amazing strategies, insights, steps, and methods for helping your target audience get better results for what your product provides.
For example, if you’re offering a dating product, the end result for the user may be to “get a date.”
So the first video would be to “3 Proven Approaches For Meeting Women” and would detail some simple strategies they can replicate to see this work.
The second video, would be something like “The Simple (& Non-Cheesy) Way for Gaining Her Interest Immediately.”
The third video, may teach the viewers “How to Get Her Digits in 3 Simple Steps.”
And the fourth video, you share with them what you are building and how they can get “front of the line” access to your product at a deep discount when it goes live.
If your product is not ready yet, then you could offer a like Kickstarter-like approach to have people pledge to gain access to certain levels of your product or service, so you can get money today while you’re building it.
This whole 4-part series walks the visitor down the path to getting the end result, which is your product or service.
Wait… I have a software company! This can’t possibly work for me!
Does your market have problems and challenges?
If you answered yes, then you just answered your question.
Let’s say you had an email marketing software and the goal people need to learn is how they can use email to generate sales, so what would they NEED to learn to make that happen?
First, then need to get people to OPEN the email…
Video #1 could be something like “The World’s Easiest Method for Writing Killer Headlines That Command High Open Rates” And this video teaches people how to swipe headlines from sites like Cracked.com, Huffingtonpost.com, and ViralNova.com to get insane open rates.
Second, then need to get people to CLICK the link in the email…
Then video #2 could be, “3 Email Openers Guaranteed to Boost Your Click-Throughs by 47%” where it teaches people how to use open-loops to get the curiosity click.
Third, they need to know what mistakes to avoid along the way…
Video #3 would then teach “The Biggest Mistake You Must Avoid When Writing Email Newsletters”
And finally video #4 would show them your software and how it makes it easy to split test headlines, easily write your emails from the web or mobile device, and how it can be used to track sales from individual emails.
Now obviously that’s an example, but you get the idea.
Show people the PROCESS to get the result they are looking for.
Lead with content, then promote with passion.
3. Partner Distribution (Traffic)
By sending out those letters, you hopefully landed a few “partners” to help you spread the word.
And because this series is entirely FREE, the partners can feel great about sharing it and giving it to their audience.
You’ll want to set a date when each video will go live and let your partners know that on x date each video will go out. (On September 15th at 12:00pm EST the first video goes live!)
It’s important to have your partners invite their audience to the content on the same day so your content can penetrate the market quickly from all angles.
Don’t launch to crickets.
Do what Jurassic Park and others successful promotions do.
Create compelling content (education and training), secure your distribution outlets (and partners), and spread the word.
Obviously, there’s in’s and out’s — but that’s the simple process at it’s core.
We’ve used this process successful for almost every product or project we’ve ever launched and each time it proves to work.
Not only in sales figures, but with traffic, leads, and attention in the market.
Now, go ahead and create your own Jurassic Park attention getting machine.
Please hit the “recommend” if you enjoyed this article, it would mean the world to me. Chris Brisson is the founder of Call Loop and KickaConference, a better way to host conference calls and teleseminars. When not writing about startups or designing marketing campaigns, you can catch him dreaming when the waves will get big to surf in Delray Beach, Florida.