Plan To Succeed With Product Creation: Don’t Forget Your Product Launch

When we think about creating products for the information market we tend to forget about a very important task. We know we need to plan all of the products in the funnel. So we dutifully list them all, and identify the tasks associated with them. But then we go and forget a whole set of products and tasks as if those tasks were somehow someone else’s problem.

I’m talking of course, about the product launch.

What is a product launch?

Well, there are several forms of product launch. It could be as complex as arranging multiple affiliates and a multi-week email and video marketing program with live events. Or as simple as writing up a sales page, modifying the existing pages and posting the product.

But however complex the launch, you still need to include it in the product creation plan.

First off, if you don’t you run the risk of having the product ready and suddenly realizing you’ve got a lot more work to do. There’s an hour and a half of videos to be written, shot & edited. There’s six sales pages to be written (or five blog entries plus an opt-in page). There are phone calls to be made. There are emails to be written. There’s an email campaign to be written. And so on.

It gets worse of course. Some of those tasks should have been done weeks ago. Writing emails to affiliates (and phone calls to them) needs to be done several weeks before the actual launch. Otherwise you won’t be able to negotiate with the affiliates to send out your emails.

Not only that, but some of those tasks could have been outsourced if you had thought of it before. It’s hard to go out and find someone in a day who is willing to write an email campaign for you. On the other hand, give yourself enough time and there is no problem getting someone to do the work for what you’re willing to pay.

And of course, there’s also the concept of quality to introduce. Those emails you outsourced? They need to be checked and edited before they go out. You don’t want to end up sounding like you didn’t finish grade 1 do you?

On the other hand, by including the product launch you gain a much better handle on a number of issues. For example, you have a much better handle on what work needs to be done before the launch and what can be delayed. You also have better control on what you can outsource and what you need to do. Your costs will be less because you can afford to shop around more. And you can produce better materials by combining your editing and quality control steps.