Thirty-Eight Step Product Launch Checklist

THE BIG PICTURE

1. Ensure that your product or service has a clear value proposition. What do customers receive when exchanging money for your offer? *This is super important! USP means “unique selling proposition” and refers to the one thing that distinguishes your offering from all others. Why should people pay attention to what you are selling? You must be able to answer this question well.

2. Decide on bonuses, incentives, or rewards for early buyers. How will they be rewarded for taking action? eg: Be one of the first 100 to purchase and receive XYZ FREE or 10% off

3. Have you made the launch fun somehow? (Remember to think about non-buyers as well as buyers. If people don’t want to buy, will they still enjoy hearing or reading about the launch?)

4. If your launch is online, have you recorded a video or audio message to complement the written copy?

5. Have you built anticipation into the launch? Have you got your prospects excited? Eg: teaser campaign, you can do this on SM very effectively launch?

6. Publish the time and date of the launch in advance (if it’s online and you have built excitement some people might be camped out on the site an hour before, hitting the refresh button every few minutes).

7. Proofread all sales materials multiple times and get a few trusted people to review them as well.

8. You get one chance to make a good first impression, so triple check all Web links in your shopping cart or payment processor, and then double-check them from a different computer with a different browser.

NEXT STEPS

9. If this is an online product, is it properly set up in your shopping cart or with PayPal?

10. Test every step of the order process repeatedly. Whenever you change any variable (price, order components, text, etc.), test it again.

11. Have you registered all the domains associated with your product? (Domains are cheap; you might as well get the .com, .net, .org, and any very similar name if available.)

12. Are all files uploaded and in the right place?

13. Review the order page carefully for errors or easy-to-make improvements. Print it out and share it with several friends for review, including a couple of people who don’t know anything about your business.

14. Read important communications (launch message, order page, sales page) out loud. You’ll probably notice a mistake or a poorly phrased sentence you missed while reading it in your head. Note: Every product launch is different. Use these steps as a guideline to your own. Often by adding one or two steps you would otherwise leave out, you’ll get a significant increase in sales.

MONEY MATTERS

15. Set a clear monetary goal for the launch. How many sales do you want to see, and how much net income? (In other words, what will success look like?)

16. Advise the merchant account or bank of incoming funds.*Merchant accounts are some times paranoid about large sums of money arriving in a short period of time. If you don’t give them a heads-up, you might run into problems.

17. Create a backup plan for incoming funds if necessary (get an additional merchant account, plan to switch all payments to PayPal, etc.).

18. Can you add another payment option for anyone who has trouble placing an order? Eg: online payment direct to your account.

19. For a high-priced product, can you offer a payment plan? (Note: It’s common to offer a slight discount for customers paying in full. This serves as an incentive for customers who prefer to pay all at once while providing an alternative for those who need to pay over time.)

THE NIGHT BEFORE

20. Block time in your calendar for launch day. Clear as much email as possible in addition to any other online tasks so you can focus on the big day tomorrow.

21. Write a strong launch message to your lists of readers, customers, and/or affiliates.

22. Prepare a blog post and any needed social media posts (if applicable).

23. Set two alarm clocks to ensure that you’re wide awake and available at least one hour before the scheduled launch.

THE BIG MORNING

24. Schedule your launch time to suit your audience, not you. All things being equal, it’s usually best to launch early in the morning.

25. Soft launch at least ten minutes early to make sure everything is working. It’s better for you to find the problems than to have your customers find them!

26. Write the first three to five buyers to say thanks and ask, “Did everything go OK in the order process?” (Side benefit: These buyers are probably your biggest fans anyway, so they’ll appreciate the personal recognition.)

27. As long as it’s possible, send a quick personal note to every buyer in addition to the

automated thank-you that goes out. (If it’s not possible every time, do it as often as you can.)

28. Most important: Ask for help spreading the word. Many readers, prospects, and acquaintances will help by telling their friends and followers, but you have to ask them.

29. Write to affiliates with a reminder about the new offering.

30. Write to journalists or media contacts, if appropriate.

31. Post on Twitter, Instagram, Facebook, LinkedIn, and any other social networks you already participate in. (NB: It’s not usually a good idea to join a new network just to promote something. Do this in the month or more leading up to launch and create a following)

FOLLOW-UP (DO THIS IN ADVANCE)

32. Write the general thank-you message that all buyers will receive when purchasing.

33. If applicable, write the first message for your email follow-up series that buyers will receive.

34. Outline additional content for future communication for social media campaigns and plan to schedule it after you launch. 

GOING ABOVE AND BEYOND

35. How can you over deliver and surprise your customers with this product? Can you include additional deliverables or some kind of unadvertised benefit? Eg: a gift with purchase or discount voucher for next purchase.

36. Is there anything special you can do to thank your customers?

THE SECOND TO LAST STEP

37. Don’t forget to celebrate. It’s a big day that you’ve worked up to for a long time. Go out to your favourite restaurant, have a glass of wine, buy something you’ve had your eye on for a while, or otherwise do something as a personal reward. You’ve earned it.

THE VERY LAST STEP

38. Start thinking about the next launch. What can you build on from this one? What did you learn that can help you create something even better next time? Remember, many customers will support you for life as long as you keep providing them with great value. It’s much easier (and 300% cheaper) to sell to an existing customer than to a new one, so work hard to over deliver and plan ahead for the next project! GOOD LUCK!

Remember - You are not alone…. You have a whole tribe of women within the IWOP network with a variety of skills, backgrounds and experience ready to share and care.

Till next Thursday, STAY INSPIRED #TGIT

Author: Tamara Awudu, Founder/Owner - Purple Cow Business Consulting