This is a product launch check list developed over several years. Identifying customers and product creation are huge subjects on their own The emphasis here is on the sales letter/sales web page as this is often the most neglected part of the process and where most people fail.
- Identify a Target Audience.
- Define These Target Customers – complete demographic
- Find or create a product that they want.
- Build a Product Package (Including Bonuses)
- Create photos and sales graphics like CD and book covers
- Write Main Product Descriptions
- Create a Keyword List
- Start with words from the product description
- Assess Competition
- Create a list of websites selling competitor products
- Start by typing in your product descriptions on Google, Yahoo and AltaVista
- Expand the search to other important keywords
- Pay careful attention to any product comparison sites and the Google Ads
- For each competitor record the following information
- URL
- Product Price (including Postage & Handling & Tax Details)
- Google PR
- Alexa Traffic Ranking
- Keywords – any useful ones can be added to your keyword list
- Page Description
- Page Title
- Product Description
- Sales Strategy – up-sells, complementary products, discounts, bonuses
- Support availability
- Are they successful? Are they really selling?
- Create a list of websites selling competitor products
- Pricing – setting the price for your product. Test different prices. The best way is to run two web pages with paid traffic to each to measure the response.
- Research Customers
- Write Benefits List
- Derive New Benefits From Benefits List
- Write Features List
- Derive New Benefits From Features List
- Identify Unique Selling Points
- Define Most Wanted Response and Backup Responses.
- Write Headline
- Base it on the major benefit
- Ask a question
- Solution to a problem
- Cite a testimonial
- Give a warning
- Flag your target customer
- News announcement
- Guarantee
- How To
- Specific
- Command
- Boastful
- Emotional
- Information
- Offer
- Write Sub Headers – these will be the list of all of the benefits (sales) and features (reason justification)
- Keep it to 20 to 40 words in length.
- Keep to two lines maximum.
- The sub headers highlight and reinforce all of the benefits.
- Inset them every 3 to 5 paragraphs to break up the text.
- Keep pressing the readers ‘hot buttons’ to maintain the emotional power of the copy
- Highlight the most important parts of the text
- Write Body
- Write the copy as if you are talking to a friend on the phone.
- Write with passion.
- Write a quick draft, don’t worry about the content, just get the words written, you can work on it later.
- Reasons
- Collect testimonials
- Write Offer
- Write Pricing Justification
- Write Guarantee
- Write Free Bonuses
- Write Summary
- Write Call To Action
- Write Postscripts
- Assemble Letter