Guide to a Successful Product Launch

Create a Product Attractive to Your Target Audience

One big mistake many marketers make is that they release a product that they think would be good. But that’s not what the market is buying. The market is buying products they need.

So before you even create a single page or video frame, you need to conduct ample research to make sure that your idea is something people are hungry for – and willing to pay for as well.

It doesn’t matter how much free information is out there. There are hundreds of dating tip sites and yet men and women continue to pay a lot to gain insight from a product they have to fork over money for.

If there’s competition, don’t let that scare you off – let it be a signal to you that other people are seeing success in this niche, with a similar idea to your own – or at least in the same neighborhood.

You want to price your product s that it’s viewed as a competitor in the marketplace. This doesn’t mean cheaper than the competition – it means that you’ve priced it in a way that shows you believe in it – that it’s so good, it deserves this price tag.

Many newbies assume that a cheap price tag will make customers swarm, but all it ever does it make selective buyers think your product must be fluff and filler, because anyone with a detailed, meaty product would charge more.

Part of the success of your product launch will be bringing on joint venture (JV) partners and affiliates. Trying to sell a lot on your own is doable, but you have to be a master at traffic generation to achieve the same results that you would with these types of business partners.

Contact JV Partners Early

When it comes to JV partners, this isn’t someone you can hit up a day or two before your product goes live and inform them about your launch. In fact, you’ll fail miserably with this approach.

Serious JV partners have a schedule they adhere to when it comes to their promotions, and you have to get on their calendar months in advance. That means having your product ready well in advance, too – because they’ll expect to receive advanced free access to the finished product.

This is hard because as a product creator, you’re chomping at the bit ready to launch the day you write the last word or film the last video. You finished, and having to wait seems like an eternity.

But that’s the way top product launches work. The preview access should be given when you first email the potential JV partner. You never ask them if they want to see it – or tell them you’ll give them access if they want it.

Always assume they do – because if you have to make them take a single extra step by emailing you back to say, “Sure, I’d like to see it,” you’ll lose them. Many times, marketers will think, “No” to themselves, but if the product is already attached, they’ll have a peek anyway – and end up liking it so much they promote for you!

JV partners like to have a perk known as early promotions. They want to be first – it’s like getting past the velvet rope and into the VIP lounge because it means they’re so good, they don’t even have to wait for the competition with the masses.

It doesn’t have to be a lengthy early promotional period. You can launch 72 hours early with JV partners and let affiliates get in on the action three days later. This is just enough time to appease the JV partners.

You can attract many of them with a contest using a JV leadership board. Many newbie marketers see this concept and think it’s all about the money, but it’s not. For top joint venture partners, it’s about the prestige of coming in at the top.

Leadership boards should never promise prizes you can’t afford to give out, but you can set parameters in place where they have to have a certain number of sales to be eligible for the contest, and this ensures that you can cover the prize.

Special sales copy might also be an incentive to offer to your JV prospects. Sometimes this is a perk where they feel special having sales copy specifically crafted to their subscribers.

Other times, it’s not a prestige thing but a necessity. You might approach a marketer whose list responds better to text (or video) and you’re using the opposite format.

Or maybe you have an extremely hyped up sales letter and the marketer wants it toned down a bit. Be willing to placate them and you’ll find that they might say yes more often than not.

One last thing about JV partners: They expect to be paid more, regardless of whether or not they win a contest. The commission rate should be much higher than what you offer to affiliates – sometimes as much as 75. This makes it worthwhile to them to promote you, because many of these affiliates are lurkers, yet top sellers – and they want a return for their investment of time and space in their schedule.

Secure Testimonials and Repair Your Product

Before your product ever launches publicly (or to affiliates and JV partners), you can release it to a limited few individuals to get their feedback about the product. With some, they’ll be good enough to use as testimonials on your sales copy.

Other people might have constructive criticism. You want to choose people in the niche who need the product, not just friends and family members. Advise them that the reason you’re giving them access is because you need feedback to help improve your product.

They may find nothing wrong at all – but if they do, it will be a blessing for you to find out about it early on before you suffer humiliation in front of JV partners, affiliates and the masses of customers that you’re selling to.

Make sure you get the right kind of testimonials. They should be honest – someone who has truly read the product. Don’t make them up and stick a stock photo with it and a fake name. You’ll get caught.

But do get a real headshot of the person giving the testimonial. It’s also great if they can give you a short testimonial via video that lasts under 3 minutes. They can state their name and tell what their experience with your product has been.

Soft Launch Testing

Before you launch openly, you want to conduct a soft launch to see how your sales copy converts. Tweaking sales copy is easy, but you need to split test certain elements like headlines and bulletpoints to see which one makes customers respond better.

You can either soft launch to your own list or make an arrangement with another marketer to soft launch it to their list with them getting a paid promotional fee or commission, whichever choice they want.

You can also soft launch segments of your list. Launch to one segment first, make changes based on feedback and then soft launch to another segment for a follow up batch of feedback before it goes live.

Test the Process for Functionality

A long time ago, marketers used to brag about how they crashed their servers with so much traffic. Truth be told, much of this wasn’t true – although some did experience true technical difficulties.

Either way, it’s frustrating and unacceptable to the people who matter most – affiliates and customers. No one wants to land on a site expecting to be able to buy something, only to have a site that’s not functioning properly.

You want to test every element – how various payment processors work, if the automated delivery or download system works properly, and even if your buyer receives the right files!

Make sure that the test includes how they’re signed up to your list. Do they get a confirmation email? Is the email written exactly how you want it to be – with no broken links? Once the functionality of the process is ensured, you can begin bringing on partners and building a buzz.

Build a Buzz

Develop some pre-release fanfare for your product. You want people to know it’s coming. Think of your promotional steps the same way movie companies plan their releases.

You see snippets of a coming attraction at the end of other movies (which you can do at the end of your previous products). You see trailers being advertised (video buzz works well for this regarding your own products).

You can use a variety of media to let people know what’s coming and create teasers for them. Podcasts, video marketing, and PDFs – even limited access inside a membership area will work!

At the very least, take the first chapter of your product and release it for free to make people build up a desire to see the rest. Give interviews, guest blog, and host webinars that help people learn what the product is about and why they’ll need it when launch day arrives.

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Digital Affiliate Marketing Tips

We have laid out these tips to help promote digital products for a better knowledge and understand reducing refund rates at the same time.

#1 - Investigate the Person Behind the Product

You can’t judge a product by the product alone. With digital content, you have to stay aware of who created the product and where their moral compass points. In some niches, such as anything health related or financial, you could be promoting something that does more harm than good if you’re not careful.

With digital products, there should be an information trail about the author or creator of the product. You have to be careful about looking up phrases such as “John Doe scam” because many affiliates routinely use those phrases to rank high and promote the content, regardless of whether or not the creator has ethics intact.

Remember that as an affiliate, you can’t pass the blame on to someone else. You’re the first point of content between your target audience and the product creator, so if things go South, your audience will blame you for not doing your homework.

Look to see what other kinds of products this vendor has released in the past. Were they well-received by the marketplace? You want to know what their products are like if you don’t buy and see for yourself.

Also look for other issues that add value or result in a refund. For instance, does this person get involved and become accessible to his or her customers – or do they shut down after the sale and kind of “take the money and run?”

#2 – Determine Whether or Not Add-Ons Are Needed

Add-ons come in the form of upsells and one time offers during the purchasing process. Of course, as an affiliate, you want to maximize your commission potential, so it’s always best if people buy the additional items under your link.

But you have to be a safe voice for your readers and guide them in finding out the truth. Contact the vendor and ask if the OTOs or upsells are necessary for the product to work.

If not, you can just have that information handy whenever you do the review – or when someone in your audience reaches out to you to ask your advice. If they are necessary, it gives you clarity on how you need to compile your review.

Imagine you reviewing a product and saying it only costs $17, but the necessary add-on elements tack on an additional $97? Your audience is going to be angry if they were misled, even if it was unintentional.

#3 – Be a Paying Customer Who Reviews Each Product

Instead of just “writing a review” by simply reading a sales page on a product, you can increase conversions if you’re wiling to roll up your sleeves, buy the product and implement it.

Report on how the buying process goes. What was your impression of the sales page? Was it hype? Did anything in particular pique your interest? Was it too long? Not detailed enough?

It’s important that you voice your opinion honestly as you go through the sales funnel. And it’s okay to have some negative reactions as you go through it, too. It’s simply not believable for you to have a perfect, completely satisfied reaction time after time – and as long as your final review endorses it (IF it does), it won’t matter if you have a few minor gripes.

String your review out over the course of a week or more.  There’s no need to buy and implement a course and do a review in one day. That’s overwhelming and exhausting and not realistic, either.

You can have a part 1, part, 2 or day 1, day 2 (and so on) listing. Some of those later day blog post reviews might rank higher than the earlier ones. It gives you more entry pages for traffic and also helps you expose the opportunity to buy multiple times rather than just once.

Share what you’re doing without giving away the product’s secrets. Don’t review and blab about the steps inside of the product. Even Amazon only does a limited “Look Inside: of a book before you buy.

You can share what you did without telling how you did it. For example, you can say something like, “I did the three traffic-generating steps he talked about, and the next morning I saw an increase in traffic to my site by 200 hits in just 24 hours!”

Invite your readers to follow along and implement with you.  This is great motivation for people to buy. If they know they’re not going it alone (and this is true whether it’s in the make money online niche, beauty, diet, or whatever), they’re going to be easier to convert than if they know they’ll be buying and trying to motivate themselves to take action solo.

This gives your readers the chance to ask questions and build some camaraderie with others who are implementing it – and all of those discussions can take place right on your blog!

Compile the final review and release it as a free viral report.  When you’re done, even if it’s on your blog, paste the content into a document and convert it into a PDF file that has your links to promote the item in it.

Release it as a free gift to your list, and allows others to share it virally so that it gets more exposure. Don’t give it away in a non PDF form because then others can just change your link to theirs and siphon off your commissions from you.

#4 – Choose Reputable Affiliate Programs

Not all affiliate programs are created equally. You want something (or someone) with a reputation for paying out the right commissions, on time. There have been horror stories of companies not giving credit to affiliates and failing to pay them.

ClickBank is a notable authority in the digital content niche. They have a stellar reputation for paying on time, every time – on a weekly basis every Wednesday like clockwork.

You can find thousands of niche products to promote in their marketplace – from making money online to dealing with infertility – every category has plenty to choose from.

But like most sites, the content isn’t vetted before it’s available there, so that part is left up to you – it’s your responsibility to ensure the content is above par before promoting it.

JVZoo is another place where you can find a wide range of categories to promote products in digital format. Many affiliates like to choose from this method because if approved, you can get instant payments into your PayPal account – there’s no wait period to get paid unless the vendor chooses to delay your commission based on the fact that you have no record and they don’t know you.

Warrior Plus is another choice you have as an affiliate. This is specifically for the Warrior Forum products, and sometimes those can be non “make money online” products, but that’s not often the case. Still, if you’re in this niche, it might be a good place to consider.

Amazon can’t be left out. While the commission rate might be lower on digital products since the cost of the product is less, too, Amazon does have an amazing track record for converting book sales – including digital versions!

#5 – Don’t Be a Bandwagon Jumper

As a digital product affiliate, you’re going to be tested by vendors online to see how far they can push you into promoting anything and everything for them. It becomes somewhat of a “good old boy’s” club where they adopt a hefty attitude of “you scratch my back, I’ll scratch yours.”

Don’t get involved in that nonsense. You might think it sounds like a good idea at first, but what it does is attach your brand and name to the others who have you making questionable decisions.

If you start promoting crappy products to fulfill an obligation you made to someone, then you tarnish your own reputation and lose the trust and loyalty that you initially worked hard to secure with your target audience.

If someone approaches you for a joint venture as an affiliate, you should agree to review the product, but let them know it will be an honest review so they need to feel confident that their product would pass the test if you take it on.

#6 – Stay Tuned In for New Launches

If you really want to make a lot of money promoting digital products, then your promotion needs to begin long before a product is ever created! That’s right – most super affiliates know what’s in the pipeline and start promoting the product before it gets released.

You should have pages talked about the product as soon as you find out it’s on its way. Sign up as an affiliate pre-launch and get all of the buzz-worthy promo tools you can get that they provide.

You can sign up on sites like Official Syndicate and have these launch dates and details sent straight to your inbox. Or, just keep tabs on your favorite marketers and see what they’re releasing, when (that is, if they’re vocal about it ahead of time).

#7 – Add Value to Your Product Review

Did you know that many affiliates make bank, not on what they’re promoting, but on what they’re adding in terms of value? That doesn’t mean you have to come out with a special product of your own to add as bait.

Whenever you conduct a thorough review of a digital product, add your own tips to the mix. For example:

Let’s say you’re reviewing a product about how to make money as a blogger. The original product creator suggests that the reader purchase Market Samurai to conduct their keyword research.

You could talk about whether or not you endorse that tool too (and it’s fine if you do), but then add something like this:

Albert’s Tip: For those of you who are already stretched thin on your budget, I have a workaround for the keyword tool. Use Ubersuggest,org or Google’s free Keyword Organizer instead to save money!

This kind of quick tip helps your audience feel like you’re looking out for them. Eventually, if you add enough of these thoughts and ideas that you share as tips, people will be vocal in telling you that they’re buying the product through your link specifically because they love your input.

#8 – Ask the Vendor for a Special Deal for Your Readers

Here’s something too few affiliates have the guts to do. Ask for a special deal! If there’s not already a special going on, you can ask the vendor if you can give your list a discount. Anything will work – even knocking $5 off!

If they balk at that, you can add value in other ways. For example, ask if you can invite them to co-host a webinar with you. In this webinar, you have the expert on hand, so you can ask questions your audience may have.

Being a successful digital affiliate marketer means two things: seeking out the very best products that your niche has to offer and being there for your audience to support them on their journey of implementation.

You can easily go above and beyond what other affiliate do (recklessly promote and then abandon the customer) and you’ll notice that you’re gaining a reputation as someone who can be trusted. This translates into higher conversions for you – and you’ll be able to dominate leaderboards for affiliate contests thanks to your savvy promotional style.

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