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March 12, 2008

Seldom Discussed Product Launch Secrets

I recently partnered with a programmer friend (David Schwartz) to launch a new PDF brander that I’m convinced could be my most successful product ever.   Given that this PDF brander is so inexpensive, that’s a pretty big statement.

The PDF brander is called Viral Document Toolkit, and as I mapped out a “product launch formula” or “product launch strategy,” I made a few notes to share with you.

Over the years, I’ve helped to launch many successful products, and I’ve also watched many product launches fizzle or never even get off the launch-pad.

Here are some of the seldom discuss, or under-emphasized, factors that you need to consider when mapping out your own product launch formula.

1) Existing Proven Demand

Of all of the factors that I look for in a new product … proven, existing demand is the one element that I consider essential.  Having to educate your market as to why they need a product, or even what it does, is too much of an uphill battle.

With the Viral Document Toolkit, I had been monitoring conversations on popular discussion forums for years, and knew that the market wanted a new PDF brander with  the features Viral Document Toolkit offers.

Just as importantly, I had been searching for a PDF brander that could do the things that Viral Document Toolkit does. Since this was a “personal pain” that I had experienced, I deeply understood exactly what the market was looking for. When you can offer a  product that the market wants AND you fully understand their needs and wants, then your product launch can be almost effortless.

When you understand the pains of the marketplace based on personal experience, you can more easily express those pains in language that resonates with your ideal customers.

2) Difficult To Duplicate

If a product is too easy to duplicate or reverse engineer, you’ll have copycats under-pricing you before your launch is in full swing.

You’ll expend a lot of energy and resources to make the market more acutely aware of a “solution to a pressing problem” only to have someone else tap into the energy you created, and then  dissipate it by under-pricing your product.

With Viral Document Toolkit, I used the difficulty and pain endured just in creating the software as an indicator that it would be relatively difficult to reverse engineer. At the same  time, much of the products development was shrouded in secrecy to give us a bigger “head-start” on the competition who might  eventually figure it out.

3) Sense Of Product Ownership

A product launch requires joint venture partners, and they are often much easier to recruit if they have a stake in the success of the product.

One way to accomplish this is to put them IN the product. Include interviews, audios, videos, or bonuses that were provided by prospective joint venture partners. For them to help create a  product, and then not promote it, would create tremendous dis-ease within them on a psychological level.

What would be causing the discord would be inconsistency in their behavior. They indicated that they believed in the product enough to help create it, yet they don’t believe in it enough to promote it. Their subconscious minds would likely resolve this conflict by pushing them to promote the product… provided it is a qualityproduct.

4) Persistence

This factor is very under-rated in the success of any online product launch. Your potential joint venture partners are often victims of information overload and task saturation.   They often tentatively agree to promote your product, but soon become absorbed in more urgent tasks.

By persistently reminding them of your launch, the fact that time is running out, and that they did  commit to promote it, you gently nudge joint venture partners towards actually promoting your product.

In “the product launch formula,” persistence often means the difference between a product that is promoted by “Mr. Big” and a product that no one promotes.

5) A Well Mapped-Out Plan

You need a well mapped-out plan that identifies all of the players, tools, tactics and timing.  Nothing should be left to chance.

Conditions beyond your control will appear, and you have to adjust,  but you need to begin with a plan that you assume will be executed flawlessly!

My friend Jeff Walker has the most thorough planning process that  I’ve ever seen. He has it in a course called “Product Launch Formula.”   When I first went  through Jeff’s Product Launch Formula, I embraced  everything that he taught, and instantly adopted his habit of  mind-mapping.

I credit Jeff, and how he used mind-mapping software with making flowing-out a product launch so easy that once you start the process, there is no question of  what to do next.

Since I spent 17 years flying military cargo aircraft, often flying to distant airdrop targets with split second timing, I really  appreciate planning what you’re going to do, and then carrying out  your plan. When I flew airdrop missions, it was expected that you would fly 2 – 18 hour flights over challenging terrain and arrive at a precise set of coordinates in the air within seconds of when you planned on being there.

I now often map out, and carry out, product launches with that degree of precision.  I encourage you to do the same.  I also encourage you to check out Jeff’s Product Launch Formula. It’s temporarily off the  market,  but he plans on releasing a version 2 soon!

If you want to monitor the release, and confirm where you can get the best  deal on it, I encourage you to visit:

In any event, incorporate the five seldom discussed product launch  secrets listed above into your projects.  Since so few of your competitors  use them, you will  have a tremendous advantage 🙂

Willie Crawford is a joint venture broker, and product launch authority.   He specializes in using viral tools to effortlessly alert the market to hot new products. 11 1/2 years of online marketing has convinced him of the  power of viral PDF’s.  You can quickly and easily harness this amazingly effective tool today at: