Count Down to Success with Pre-Launch Videos
(Written by guest contributor Chris Harper)
In a previous article, I explored the ideas behind teaser videos. This time I want to look at the next step – pre-launch videos.
WHAT:
The broadest definition of a pre-launch video is simply any video you release prior to your product’s launch date. I know, that’s really broad and not very enlightening, but it’s a good starting point. To be more specific, let’s focus on the final video you release prior to your launch date. You could actually have a series of videos leading up to the launch that get more enticing as you go along, and the same principles will apply. These videos will differ from the teaser because they will have more content and reveal more about your product. The easiest style will be you hyping the product and showing it off. An even better approach would include a third party talking about your product. That gives it more credibility, especially if that third party is well-known or has some kind of success story that they can attribute to using your product. Another method will be to give your viewer the experience of using your product through a demonstration.
WHY:
We’re still looking to build buzz with the pre-launch video. If you released the teaser a while ago, then you are going to try and capitalize on any momentum you gained with it. Hopefully people have been anxiously awaiting an update about the product and now you’re going to give it to them. You can even refer to the teaser video in this one with a line like, “I know my last video didn’t show you much, so I wanted to give you a better look at the software this time.” If you haven’t done it yet, this is a great chance to try and get people to opt in to your list. Make sure they know that by opting in they will be the first to find out more about your product, and even offer them a special offer or bonus when they do.
HOW:
You have to show the audience the benefits of your product. You need to make them understand why they need to pay you their hard earned money for it. And while talking about the product is helpful, people will get more out of seeing it in action. One thing that we are firm believers of here at InfoMedia is the idea of giving stuff away. I’m not just talking about free ebooks and bonuses, I’m talking about good solid content that we could easily sell for a profit. When we give away a portion of our product, we’re essentially saying that our stuff is so good that we can give some of it away and still have secrets that are worth paying for. It’s not too different than walking around in a store and getting free samples. Give the customer enough to show the quality of your product and make them want to buy the rest. So don’t be afraid to reveal some secrets in this video. If you have an info-product, then share one of your lessons. If it’s software that you’re releasing, then by all means show it in action and show the benefits of it. And if you have a video product, just film a short intro and then show clips from the product itself.
WHERE:
You need to make sure your video is seen. Don’t just post it on your product page and hope people stumble across it. Put it out on YouTube and the other video sites. Send links out to your lists and have your affiliates do the same. Just remember that if you’re putting it on YouTube that you need to include your URL.
WHEN:
Typically this kind of video can only sustain buzz for one to two weeks before you’ve saturated your market and people lose interest. As a “little guy” in Internet marketing, you will be relying on impulse buyers to a greater degree than the gurus who have a dedicated band of followers who can’t wait ’til they release a new product. With that said, you need to release the pre-launch video close enough to your launch date that people won’t talk themselves out of buying it or just plain forget about it. If you are doing a series of pre-launch videos, releasing them once a week leading up to the launch should work. But you can also release them closer in succession and closer to the launch date to really get your customers stirred up and anxious to buy.
By following this advice, you should be able to create a compelling pre-launch video. Remember that you’re still trying to create some buzz with these videos. So if you want to do something crazy to get more attention, then go for it. Just don’t let the message about your product get lost in the fray.
Action Steps
– Decide on the tactic your pre-launch video will use
– Use your video to build your list.
– Give away a sample or snippet of your product.
– Put your video on YouTube.
– Time the release of your pre-launch video carefully.
