Launching a new product can be an exciting time for any business, but it’s important to have a well-crafted description and a strategy that captures the attention of your target audience and drives sales.
In this article, we’ll share some tips and tricks for crafting a killer product launch description and strategy that will make your product stand out from the crowd. From identifying your target audience and highlighting your unique selling proposition to creating an emotional connection with your customers, we’ll cover everything you need to know to launch your product like a boss. So, let’s dive in and get ready to rock your product launch!
Product Features:
What are the key features of the product? What makes it stand out from similar products in the market?
Perhaps your features are innovative and fill a gap of similar offerings.
A product’s features describe what it does and can set it apart from the competition by highlighting its unique attributes.
Example: Two candles, one is generic paraffin and made overseas using scented oils. The other? Made in Australia, 100% Essential Oil, Natural Soy Wax and Contains no Phthalates.
Benefits:
What benefits will customers gain from using the product? How will it make their lives easier? Knowing your product’s benefits is essential when launching a new product because it helps you communicate its unique value proposition to your target audience.
By highlighting how your product solves their pain points and improves their lives, you can differentiate it from competitors and create a compelling reason for consumers to buy it. I often explain to clients; think of exercise, ask why is exercise good for you? Now think of your product or service, how can you explain it in the same way?
Focusing on benefits also helps you create effective marketing messaging and sales strategies.
Remember: While features describe what a product is made of and what it can do, benefits describe why a customer should care about those features and how they will improve their life in some way.
Target Audience:
Who is the product intended for? What are their needs and pain points that this product addresses?
Knowing your target audience is crucial when launching a product because it helps you tailor your marketing efforts to their specific needs and preferences.
By understanding their demographics, behaviours, and interests, you can create targeted messaging and campaigns that resonate with them, resulting in higher engagement and conversion rates.
For example we were one of the first Australian companies to launch a line of Soy Wax Candles (true story). No one had really heard about Soy Wax etc and so we we knew we needed to educate and our target audience would be people who cared about the products they used in their home with a love for essential oils and nurture. The key product features and benefits worked symbiotically with our target market.
Unique Selling Proposition (USP)
A USP refers to the distinctive benefit or advantage that a product, service, or brand offers to its customers. It is the unique feature or characteristic that sets a product or service apart from its competitors and makes it more appealing to potential customers. When we research our Product Features and Benefits; it helps us finely tune our USP.
What makes it different from other products in the market? Why should customers choose this product over others?
Here is an example:
“Freshly made, oven-baked pizza in 30 minutes or less, guaranteed.”
In this example, the unique selling proposition is the guarantee of freshly made, oven-baked pizza delivered within 30 minutes or less. This provides customers an incentive to choose it over other pizza places in the area.
Brand Story:
What is the story behind the product and the brand? What inspired the creation of the product? How does it fit into the overall brand mission and values? Why is this important?
This is part of your Business Storytelling and cannot be underestimated. Using storytelling also helps to scaffold the emotional connection with your customers.
Using tropes, language styles and other literary devices can really assist in this process. Keep your eyes out for our upcoming book on Brand & Digital Storytelling! See the bottom of this post for details.
Product Demo:
Can you provide a demo of the product? A video or interactive experience that showcases the features and benefits of the product can be very engaging. Sending out testers or gifting samples, perhaps giving an interactive tour of your service or product can power up your launch. A product demonstration is important because it allows potential customers to experience the product in action and get a better understanding of its features and benefits. Product demonstrations provide an opportunity for customers to interact with the product and see how it works in real-life scenarios. This hands-on experience can help customers visualise how the product can fit into their daily lives and how it can solve their problems or fulfil their needs.
Our candle company solution was to drop a free candle in to carefully chosen retailers, as a gift. If they burned it in their store and customers made comment- let us know. Our product was THAT GOOD we knew they would call. The end result? 90% became stockists. In another example when launching an App for a company I consulted for, we created a sample version of the App's capabilities to showcase the scope of the application.
Testimonials:
Have you received any testimonials from beta testers or early customers? Sharing positive feedback from real customers can be very persuasive. You can glean these from your Demos!
Example: before releasing my book I had several samples printed and sent them to Beta Readers. Their positive feedback (which I might add was awesome beyond words) were incorporated into marketing and one was selected for the Blurb.
Social Proof:
Are there any statistics or data that can support the effectiveness of the product? For example, if it's a health supplement, can you share the results of clinical trials? This is an extension of your testimonials and feedback. It is one thing to claim your product is amazing, but backing this up with highly regarded data is gold!
Example: When selling a new program I consulted with a therapist to help launch. We created a survey for potential clients, used the results to write a white paper and had a highly regarded Academic endorse the white paper. This was used as invaluable and original social proof. It was also an amazing way to find out more information about our Target Audience and find gaps and opportunities to deliver a better quality service offering.
Emotional Connection:
Can you create an emotional connection with the product? Does it have a strong emotional appeal, such as making customers feel more confident or improving their quality of life?
In addition to this; your Brand Story weaves its way in here. When you humanise your brand and product it has the power to creates an emotional connection. Humans strive for connection and when we feel that with a founder, a brand and the values of a company it has power to transform. Not only will you potentially sell more but MORE importantly you might actually inspire someone or change their life.
Call to Action:
What do you want customers to do after reading about the product? Include a clear call to action, such as "Buy Now" "Sign Up Today" "Link in Bio" "Contact us"
You will hear this again and again! But I see so often this crucial element is left out. If someone has taken the time to sample your product, buy it, read your blog or interact on social media- give them someone to take action.
Imagine you are selling cheese. You have a sample station in a supermarket. You give people a sample of you best cheese, they love it. Now where can they buy it? Not providing this is leaving people who are keen scratching their heads and moving on.
A missed opportunity cannot be underestimated.
Need some help? Reach out today.
If you’re looking to build your business on the foundations of authenticity and communication, you’re in the right place. We are here to help. Our mentoring services help business owners empower themselves with the knowledge, tools and strategies to build strong foundations and growth online and in person. Remember, building a business from bricks and not sticks is the key to success. So what are you waiting for? Let’s get building.
At The Doorway Group, we believe that authenticity and diligence in business is the life force that drives positive change and prosperity. So why not work with a team that shares your values? Book your free chat today. Click the bottom below to book your time.