Unlocking Effective Marketing Strategies Before Your Product Launch
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Understanding the Marketing Sequence
Many entrepreneurs and small business owners tend to follow the traditional sequence of "Idea → Create Offer → Start Marketing." While this approach seems logical, it often leads to wasted time and resources. In reality, delaying your marketing efforts until the product is finished can be a costly mistake. Instead, the correct order should be:
Idea → Start Marketing → Create Offer
In the book A Year Without Pants, which was released prior to the pandemic, the author, who worked for Wordpress.com, shared insights about creating marketing materials before the actual features were developed. This raises an intriguing question: How do you market something that isn’t fully formed yet?
One strategy I recommend to my clients when launching a new product or service is to focus on two key actions before creating the offering itself.
The first step is to draft the sales page.
Creating Your Sales Page
Writing a sales page compels you to reflect on your objectives. It prompts you to ask vital questions such as:
- What need does this product fulfill?
- What challenges does it address?
- What advantages does it provide?
Answering these inquiries simplifies your marketing campaign. You may discover that you need to:
- Revise sections of your program
- Redesign the offering to highlight its benefits
- Begin selling immediately because your concept has potential!
I once developed a program that initially excited my peers, who encouraged me to proceed. However, as I crafted the sales page, I recognized that while my idea was impressive, it lacked concrete benefits for my audience. Consequently, I abandoned the original project and devised something entirely new, learning the importance of writing the sales letter first to avoid wasting time.
Telling a Story from Your Client’s Perspective
Picture a scenario in which someone has purchased your product or service and is now writing a testimonial. What would they express? What motivated their purchase? What did they gain from it? What was the result?
"Is this brilliant idea marketable?"
We all experience moments of inspiration—thinking, “This is the best idea ever! I can't wait to launch it and watch the profits roll in.” However, markets can be unpredictable. By implementing these two steps, you can gain a competitive advantage and streamline your marketing efforts once you're ready to sell.
For a deeper understanding of what drives your clients' purchasing decisions, consider this self-paced video course:
Use coupon code CLIENT30 to receive a 30% discount on the standard price.
Collaborate with Me
If you’re looking to create your next website or sales letter, let's get started with the Strategic Intensive program. We will leverage storytelling to enhance your messaging and strengthen your brand. I’m currently booking sessions two weeks in advance and am happy to address any questions you might have. Additionally, you’ll receive a complimentary course with your program, which can be deducted from either your copywriting or 90-day program (if redeemed within 30 days).
Cathy Goodwin, Ph.D.
Be sure to check out my latest podcast, which delves into this topic in a concise manner:
- APPLE
- SPOTIFY
- STITCHER
- YOUR FAVORITE PLATFORM
If you find value in what I share, consider buying me a coffee—it’s always appreciated!
I’m Dr. Cathy Goodwin, a copywriter, storyteller, and strategist. I assist small business owners, entrepreneurs, independent professionals, and solopreneurs in enhancing their productivity through storytelling as a marketing tool. Download my free guide: 17 Surprising Ways To Use Storytelling To Grow Your Business.
The Strategic Storytelling podcast focuses on the strategic use of stories to elevate your business. No campfire tales or fairy tales here!
Also, check out my Kindle book on Amazon: Grow Your Business One Story At A Time.