This article is part of a 12-week course designed for entrepreneurs who are about to go through a product launch. The course goes through creating a content and social media strategy aimed at predicting and increasing product launch success. If you haven’t already, we recommend starting from the first week and advancing forwards.
We’ve taken the very first step to creating a successful product launch. We’ve learned our exact target persona. This is a strategy many businesses simply look past, justifying that they don’t need to know such specific data. After all, “Our product appeals to everyone”.
But we’ve learned that is simply not the case. Having the power of our target persona on hand, we can proceed to the next step.
Our next task is going to involve the reviewers, the innovators, the disruptors… They are our product adopters. These are the people who are going to give us a chance before anyone else knows about us. Are they a special crowd and should they be treated like so?
Setting Up the Opt-In Page
Before you start setting up your opt-in page for product adopters, you need to realize that they do not have the same mentality as the general audience.
They are much more focused on finding something innovative and different, rather than looking for sole benefits.
How will we go about setting up such a page?
Our focus should be based on new features and should show them that we have something different to offer. It is extremely important to present the idea of a USP (unique selling proposition), in order to differentiate ourselves from the competition.
In general, we sell customers on benefits (emotion), and then justify with features (logic). But in the case of product adopters, the process is vice-versa.
We are going to sell them on features, and then justify with additional benefits they will receive.
Remember, they’re looking for something new, different, and disruptive. They want the actual material; benefits are simply an add-on.
Their job is to review and show your product off to the rest of the world. Whether it’s going to be a good review, is up to them.
The opt-in page should not be ‘salesy’. It should be simple, clean, and professional. Start off with the product and a description of what it does (this is where the USP should be included). Move on to the features of the product. Give them specifics. Remember, their interest resides in the actual product.
After the features, you can move on to benefits. But do not overwhelm with benefits, it will scare them off just like it would scare off a regular customer if you started giving them exact specifics about your product. We don’t want this to happen.
Give them just enough benefits so that when they review the product, they can go over what it will do for your customers. They will naturally display benefits in their product reviews if they know about them.
Increase Your Response
After the product brief, include a video. Show them the product. Play with it. Talk about it. Go over the features again. Then end off the video with benefits.
Do not talk to them like you’d talk to your customer. In fact, their customer base, can also be your customer base. When you end off the video with benefits, tell them about how this will benefit the buyer or customer.
Keep the video sweet, short, and to the point. For most opt-in pages, the video will be kept right above the opt-in form. Include a call to action to opt-in at the end of the video.
As with all marketing, testing is key. The majority of businesses do not split-test their conversions, and instead take what they can get. Don’t be in the majority. You know your customer better than anyone else. If you believe that something should be done differently, trust your gut, and go with it. But you will never know the full capacity of your marketing efforts if you do not split test with multiple variations.
Next week, we will go over the creation of a content strategy for your website in order to build exposure and gain authority in the field. Becoming an authority in the subject means creating trust in your brand and your products.
Here’s to your success,
P.S. If you haven’t already, make sure to subscribe to our 12 week course. You will get the article and video delivered straight to your email every week.