(Product Launch Series Part 3 of 4)
In the previous lesson we talked about creating a prelaunch campaign. Today we’re going to look at an important ingredient for any product launch…
(Watch this video – it may take a couple minutes to load after clicking it…)
“Great stories agree with our world view. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.” – Seth Godin
(See video for case study on Coca Cola’s narrative)
– The product
– The creation process of the product
– The impact on people who use the product (your customers)
It is certainly possible to create a narrative that doesn’t revolve around a central character, but for the purposes of Internet marketing, and particularly launching an information product, I would highly encourage you to use a character-driven narrative if possible.
Example: Jared Fogle’s story became Subway’s narrative.
It can be very helpful to identify an archetype to define your main character. For example, here are some character types that I’ve seen work well for Internet marketing:
(See video for descriptions and examples)
– The Reluctant Hero
– David vs. Goliath (aka The Underdog)
– The Rebel (aka The Bad Boy or Bad Girl)
– The Glamorous Lifestyle (Money, power, fame)
– The Reformed Bad Boy
– The Exposer (aka The Spy)
– The Good Rebel
– The Successful Idiot
– The Underground Success Story
– The Mentor (aka the Humble Expert)
– The Messenger of Doom
– The Benevolent Guru
Examples of THEM:
The 1 Percenters
1) Here’s the problem.
2) Here’s my solution.
3) Here’s why you need it.
4) Here’s how you can get it.
Summary: Your pre-launch and launch should carry a consistent narrative, containing a character-driven story that engages your audience while delivering these pieces of information: The problem. The solution. Why they need it. How to get it.
1) Decide what your narrative will be.
2) Choose your main character.
3) Craft a story that engages your audience, transports them into it, and strategically delivers the key points while moving them closer to a purchase.
In the next lesson we’ll look at what to do when it comes time to actually launch your product.
As always, you are welcome to post your questions and comments below 🙂
Have a great day!