The main thing people are missing with marketing launches is external feedback before you launch. That is probably the core insight I am circling around.
The best thing to do is to try and understand what the person on the other side of the table is thinking. If you can do that, you’re most of the way there. Essentially, you are trying to remove all possible types of friction, even the cognitive load of your message. Everything else is just basic logic and confirming you are saying what you think you are.
There are a few types of external feedback needed:
- just basic logic and confirming you are saying what you think you are
- technical feedback on how well your particular offering is being presented, e.g. page load speed
- persuasion feedback where you are really putting your foot first and making the most of it like visual feedback on your landing page
The most common problem with launches, particularly for technical products is the “curse of knowledge”. You know the inner workings of your product and you are an expert. But your customers aren’t. And that chasm is the first one to be sure you’ve crossed.
This is a technical thing. If someone is looking for your website and can’t find it because your page load speed is too slow, they’re going to leave. It’s that simple. Or doesn’t load at all–because your hosting is down, then obviously they can’t be persuaded by your copy.
Finally, the goal of copywriting is to get your message across in the clearest and most succinct way, and to make sure it’s always clear and never misleading. There’s a saying in copywriting that “If you can’t explain it simply, you don’t understand it well enough.”
Many launches fail because they don't solicit external feedback at all or in too small batches. Then they row straight for deep water when they haven't proven than their boat floats yet.
Different products require different approaches to marketing and product. I have experience in various areas of product launches and hope to help you with this! I want to help you figure out your core offering and determine how best to market it.
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