LESSON #89: Introduction to Product Launches

By | June 26, 2013

(Product Launch Series Part 1 of 4)

We’ve spent the previous 17 lessons learning about how to get web traffic. We’re going to shift gears today, but it’s still related to web traffic. In fact, this is probably the most powerful income and traffic generating strategy that you will ever see or experience in the Internet marketing world…

(Watch this video – it may take a couple minutes to load after clicking it…)

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  • What is a product launch?

    In academic terms, it’s one component of the realization phase of a product’s life cycle. It can be of various length of time, often lasting a year or more in the consumer goods market.

    But we’re not talking about the academic definition ๐Ÿ™‚

    In the internet marketing world, most of the time when we talk about a product launch, what we’re really talking about is a web-based product launch event.

    My definition: a short period of time in which the product is launched, coinciding with a concentrated marketing effort for the launch.

  • There are many variations of product launch styles and events. For example…

    (See video for more detailed descriptions)

    – Big Bang Launch (a type of Hard Launch)
    – Rolling Launch (a type of Soft Launch)
    – Big Bang, then Rolling Launch
    – Short Firesale Launch
    – Automated Webinar (aka “Evergreen”) Launch
    – In-House (aka Internal) Launch
    – Non-launch Launch

  • Prerequisites (things to have done before you start this process)…

    – Get your product done.
    – If it’s something that needs to be tested, test it and have others test it.
    – Have the back-end in place.
    – Know your pricing strategy and overall marketing funnel. (See lessons #48-49)
    – Have your list building in place. (See lessons #59-70)
    – Have an affiliate program in place. (See lesson #84)
    – Have your testing and tracking in place. (See lessons #57,71)
    – Set goals for your launch.
    – Make a flow chart of the entire sales process.
    – Make sure you understand your product positioning.

  • Common Mistake: Thinking you can educate the market about your product, and create demand for a product that isn’t currently in demand. (NOT easily done by a small business)

  • 12 point checklist before you start preparing for your launch:

    (See video for details)

    1) Unique Proposition
    2) Attention Grabbing
    3) Positioned to Connect with Your Audience
    4) Clear and Concise Message
    5) Creates Desire
    6) Clear Advantage
    7) Trust and Proof
    8] Know Your Downsides
    9) Visibility
    10) Ideal Pricing
    11) Deliverability
    12) Sustainability (sustaining your business and supporting customers long term)

    Action steps:

    1) Make sure you’ve got all the basics in place (your product, list building, etc.)

    2) Make sure you know your audience, and understand your product positioning.

    3) Go through the 12-point checklist to see if your product has any weak areas.

    In the next lesson we’ll look at how to plan and implement your pre-launch strategy.

    As always, you are welcome to post your questions and comments below ๐Ÿ™‚

    Have a great day!

  • 31 thoughts on “LESSON #89: Introduction to Product Launches

    1. Tony Matos

      Hi Eric,

      First I would like to say your tips are very enjoyable and always on point, I feel that product launches takes time and work also I enjoy your checklist. Those tips will come in handy.

      Also note understanding your product; pricing is very important sometimes under pricing or over pricing could be good or bad.

      So Eric until next time thanks.


    2. Paul

      Sounds like a lot of work Eric but probably explains why many have a hard time following through!

    3. Olivia

      Hi Eric,

      Great video! Itโ€™s what I needed to hear.
      Thank you for sharing this valuable information and interest for our success.

      God bless you!

    4. Lawrence Mills

      Hi Eric,
      Thank you for another great post and up to your usual standard of trying to get all of the information to us on how we should be progressing with our efforts.
      Regards, Laurie.
      P.S. Could you email me as I have a private question to ask you, nothing to do with this post or your products?

    5. Eli

      Thanks for the tips Eric.
      I followed every launch you had in the past year. They were all great.
      Some of the offers were so good I just had to buy them (including upsells).

      I am currently working on a product launch and your check list here really helped.

      Keep doing it your way ๐Ÿ™‚

      Thanks again


    6. Clive

      Really enjoy your stuff my man! I’ve personally launched a couple of Warrior Forum WSOs this year, and they did OK, but I kind of wish I could go back in time and redo them using this guide because they would have done so much better.

    7. Roger

      Hey Guy’s you’re right on on what you guy’s are delivering is phenomenal. I did’nt think it was this complicated but I I will get it. I started playing with this and got caught up in some things like I got this hosting company from a friend of mine it is affiliated with my website and to tell you the truth I don’t know what I am doing , I know I spend a hell of a lot of $$$ I need all the help I can get.

    8. Milton Cai

      Great stuff! Here is where I stand with this.

      1) Clear on what needs to be done
      2) Got product ideas for launches
      3) Know that PLF is selling for $2K for same kind of info
      4) It takes work, skill and strong motivation
      5) At the end of the day, it’s all about the WHY of life and taking the HOW action in person or outsourcing.

      Lao Tzu once said “to see things in the seed, that is genius.”

      Thanks for sharing your million dollar tips, Eric!

    9. Roman

      Hello mister Eric hope you doing well and marinating the BBQ for 3 days from now ๐Ÿ˜‰ (“kosher” yes? …just kidding lolll)
      first of all Y-O-U R-O-C-K you are D-MAN.
      D- “KOSHER” Man ๐Ÿ™‚
      quick question: i purchased your no-cost-income-commission and also the hot niche fire-sale products. And here is the thing iv’e got lots of friends who own cleaning business, windows washing business, carpet cleaning business, tile-flooring installment and ext… Would it help to use your products in order to improve their SEO (that is what they all want from me lolll)? are the no cost income commission and the products of the fire sale could be used to promote “mortar and brick” local businesses as well?

    10. Derrick Branch

      Hey Eric what’s your take on Empower Network

    11. Roger

      Hi Eric,

      There is a product launch and contest being held by 22 Social. Please let me know what you think of what’s on offer, and if you want to be a part of it.

      Here is the link for the free service they offer.

      http://bit.ly/13jy8fk – (take a look at the free website you would be inviting people and business owners to join)

      22 Social is a social marketing platform for Facebook, and it has been in development for over 3 years, currently in launch phase.

      There is a JV contest happening right now.

      There are basic (free) and Pro account levels, and the Pro accounts are where JV partners
      will make a passive recurring income, from their recommendations.

      The free accounts are also awesome by the way.

      The JV partner invite is only open for 7 days.
      I can send the PDF invite via email if your interested in promoting this. If not just take up a free account.

      This is genuinely time sensitive; (7 days only) so please ask for the report soon if you would like to promote this as a JV partner.

      Best wishes


    12. Micah

      Hello Roman,

      Yes, even offline “Brick and Mortar” businesses can benefit from online counterparts, and promotions.

      Those products can definitely help you!

    13. Micah

      Hello Derrick,

      Haven’t tried that one. If Eric feels that it will benefit his readers at this stage, he’ll be sure to do a review.

    14. julie

      Hi Eric, God bless you for you blessing to other live’s. I just want to ask: if you want to messure how bad or good it is a campaing, ad what point you know it, or how many clicks with no sales you need in order to give up in a campaing and keep the good one’s?
      Hope you understand my mind lol!
      Thank for all your blessings . ๐Ÿ™‚

    15. Eric Post author

      That’s a pretty big variable depending on the price. If you’re selling $3000 fireplace inserts, you might only need one sale for every 3000 clicks to make it profitable.
      But for most campaigns, if I don’t make a sale within 100 TARGETED clicks, I will move on.

    16. jimmy c. luna

      Thank you for the tips like always erick great content it helps me a lot to promote my products and I dont know if you alredy heard about pure leverage recently launched but sir let me tell you , they have some awesome tools that every marketer needs to succeed online and they have’ em available for a very low price and what is even better you can even make 100% comissions on each sale month after month if you upgrade to reseller for only $20 dlrs more … I joined under the Downline of a great marketer that I admire so so much probably you already know him ” joel peterson” and he even offer a free traning for his Downline to promote the product and help everyone to make money as soon as possible …check it out I think this is a great opportunity if you wanna promote this awesome business, here is the link so you can get your free account at no cost to you

      Let me know what you think eric and like always thank you for all of your lessons I cant wait for the next one God bless.

      1. Eric Post author

        I have no doubt that some people are making a lot of money with Pure Leverage. I personally am not interested in getting into it, as I’m generally not real keen on the MLM business model, and I have more than enough opportunities to make money in my own business. I’ve talked about MLM a few times, and have tried a few in the past. I don’t think it’s inherently evil. And I do know it’s possible to make money. Even my wife joined one of those home-based sales opportunities simply because she liked the product, got a few referrals, and now she gets (fairly small) paychecks in the mail quite regularly. I would also assess that those who treat it like a “real business” are the ones who do well with it. That said, I do not think it’s the best business for most people to get into. Stats show that the vast majority of people lose money in MLM. And while I know that not everyone is cut out to be an entrepreneur, I feel that most people’s time/money/effort is better spent investing into a business that they truly own.

    17. Kofi

      Hi, Eric I am a former student of yours, first I want to take the time to thank you for all the expert advice I got in setting up my web site. My web site is going very well I think considering I can’t always answer all the questions I am getting daily. Right now I am averages about 10,000 hits a day and growing and about 1,600 visit or comments daily. I have a interesting question for you about my web site. I have right now and it growing by the hour about 1,100 users on this site. How can I use these users to my advantage or can I? Please take a look at my web site and tell what you think I should do. Any suggestions would be appreciated.

      1. Eric Post author

        Hi Kofi,
        Thanks, and you’re welcome. Good job setting up your own site ๐Ÿ™‚
        I hate to break the news but it looks like most of your comments are spammers ๐Ÿ™
        One piece of advice would be to improve your list building efforts. I see you do have an opt in form on one page for the fellowship club, but I do not think it’s very compelling. I would recommend giving away something for free (what we call a lead magnet) and put your opt-in form in the sidebar so it appears on every page.

    18. Andrew Jackson

      ย One thing that manufacturers tend to overlook is the importance of product samples. By getting some products out to consumers before the product launch you can gather some key data and first hand consumer feedback of the new product before the full launch goes into play. Additionally by getting the products out into hands of key consumers you will get consumers talking about your product which will increase the buzz before the launch date.

    19. dave

      Hi Eric… hope you are doing well and that you are in good health. Before I start I will openly admit my question will make me look ridiculous, that said I’ll still ask after I provide some quick backstory. For the past several years I have been a IT trainer and (humbly said) am pretty good with MS Office, Adobe, Camtasia, proprietary software, etc. and have been toying with the idea of creating some Udemy courses. That said here is my question (you know, the ridiculous part) ๐Ÿ™‚

      My main concern is not creating the content, rather getting people to it. You know, the marketing/ promotion aspect. Largely because what I know is very saturated in Udemy and my fear is whatever I create will become just like the others. Just another choice in a similar list of options. Or phrased differently, by way of analogy, think about when you go to a book store and they have, say, 8 books about Photoshop- all with pretty much the same content. Which book do you buy and does it matter.

      Look forward to hearing your thoughts on this one.


    20. Rodolfo

      Hi Eric just like to thank you for the videos they have been very helpful in planning my new project but l stopped watching them cause l can’t load up the rest of them got stuck at lesson #89 can you please help me finish watching the rest.

      1. Micah

        Hello Rodolfo,

        Eric will still be completing 100 lessons. The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:

        Here is the direct link to lesson 90:

        LESSON #90: The Prelaunch

        You may also simply change the number at the end of the link, to go to a different lesson number (example: /lesson1, /lesson2, /lesson3, etc…).

        If your email happens to block some of the lessons, we recommend that you view this tip on whitelisting an email address:

        How To Add a Sender to Your Whitelist (Safelist)


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