So you've created a terrific product and now you want to get the word out. If you've put a lot of work into creating your product, then you'll want at least enough sales to make it all worthwhile, right? It simply won't do to submit the ebook, if your product is indeed an ebook, to directories and hope for the best. If you have a small list that isn't too responsive, you're not going to make enough sales to make the whole project worthwhile. The answer is to make an event out of your product launch.
I'd like to clarify that point a little first. Mailing your list about your own product is just that: a mailing. However, if you get your list psyched about something and drill a date into their heads, then they'll be excited as that date approaches and when it does, bam, you've suddenly got a ton of sales notifications.
Don't get me wrong though: rolling launches, which don't count as an event, are effective as well. This is where you officially make your product available to the public, but instead of having a one-time launch involving tons of JV partners mass promoting within a short timeframe, you actually slowly recruit JV partners so their mailings are staggered. Normal product launches die out after a couple weeks while rolling launches are ongoing.
Normal product launches however, are the ones where you hear of marketers making a million bucks in a 24-hour period with another million going to affiliates or JV partners. These results are definitely not typical, but they do give you an idea of what's possible for you.
The point of having a traditional product launch is to build buzz for your product and then have a whole bunch of partners promoting for you to make big sales. The process of recruiting partners is simple: you create a killer product, you create the mini-site for it (sales letter, graphics, download page, etc.) you sell it to a test crowd like your list to see how well it converts, and then you create an awesome JV program to entice partners to join. Joint venture partners are attracted to products which have massive earning potential for them, JV programs with awesome prizes for the top earners, and a quality product that they'd be proud to promote.
The topic of "buzz building" is a complicated one. It takes a lot of skill to create an effective buzz campaign and it would take hours and hours to explain it, so I won't do it here. Let's pretend that you've taken care of that part for now. The final step, after the testing, JV recruitment, and buzz building parts of your product launch, is to keep your JV partners pumped about promoting your product.
There's nothing more disappointing than to recruit a hundred partners only to have one or two of them actually promote hard for you. Keep a list of your JV partners and mail them regularly to keep them apprised of updates. Marketers are busy people, so if you don't remind them about your launch, they'll get caught up in other projects and will forget about yours. Once you've assembled all the parts of a successful product launch and you've gotten all your partners stoked about your launch, the only thing left to do is to count down to zero and let the incoming flood of sales hit you.
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