So you’re about to launch something: an audio program, a video course, an eBook, a new service, or pretty much anything. You want people to buy it and love and recommend it to friends.
So what do you do? How do you create a killer launch that will help you accomplish your goals?
Forget the guest posts and email campaigns. You may be overlooking something far simpler and much more effective.
How I Launched A New Book
I just launched a new book. Counting a few eBooks, this is not the first time I’ve done this, but each time I learn something new.
I find new platforms and strategies for getting the word out. I learn how different niches and industries work. I discover what not to do next time.
And this is all great, but frankly, it’s not the stuff that’ll get you a best seller or earn you six figures on that new product you’ve created for your audience.
I can tell you the key to a successful launch has nothing to do with publicity, advertising, SEO or any of that. It has to do with something much more simple and timeless.
Sure, those things can be helpful, but they’re not going to be game-changers for you (obvious exception being if you were to appear on Oprah or something).
If I were to tell you the three most important steps to launching a book (or any product, really), I’d say:
1. Build a launch team of early adopters
This can be anywhere from 20 to 200 people who get a free or low-cost sample of the product to use and then share. I do this every time I launch a product, giving them an advance version of whatever I want to sell. Then I’ll ask them to leave a review on their blog or Amazon or wherever is most appropriate.
2. Ask for influential endorsements
Do you want to know how you get big name people to support your course, eBook, or blog?
You ask them (this is how I got Seth Godin to endorse my eBook).
Some will, of course, say no. But some will not. And you never know until you ask, right?
(Sidenote: If you’re always building new relationships and maintaining old ones, you don’t ever have to worry about “cold calling” endorsements.)
3. Encourage word-of-mouth
Depending on the industry, this can mean product reviews or just people talking about it.
If you have to give your product away or deeply discount it to get to this tipping point, do it. It can be worth it, especially if people have never heard of your or what you have to offer. Generosity has a way of spreading. All you want to do is empower people to tell your story.
(Editor’s note: This is exactly how we launched the DIYthemes blog. We released a free eBook called Nonverbal Website Intelligence).
These are all great steps and ones I take every time I launch something. But can you see the common thread in all of them? What holds this strategy all together? It’s people.
People are the only sure thing that will help you sell products. People are the only asset you need. Everything else is just the cherry on the top; human beings are the sundae.
The Secret Behind Launching (or Growing) Any Business is People
A few weeks ago, I had an interesting discussion with a friend who helps writers become New York Times best-selling authors. He’s done it a few times. So I was eager to hear his advice about an upcoming book launch I was working on.
I told him I was really hoping for some great PR, that I understood the value of publicity in selling books. There was an awkward silenceo on the phone.
“That’s nice,” he said, “but… you know publicity doesn’t sell books, right?”
“Well, then…” I said. “What does?”
“Word of mouth,” he said confidently.
That’s it. Nothing fancy or technical about it. We care about what other people care about. That’s what an email is about, what Amazon referrals are all about. Call it “social proof” or whatever you like, but the bottom line is we trust what other people say. Not advertising or marketing says. Just people.
So whether you have a huge blog or just a few fans, you can do a launch. Because chances are you know someone. And those people know other people. Sure, it might take a lot of work or a ton of emails or time on the phone, but anyone can launch anything if you remember this one crucial ingredient all great marketing: people.
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{ 58 comments… read them below or add one }
Hello, what kind of software (affiliates, eCommerce, etc… ) do you recommend to deal with this type of launch?
Hey Vitor, I would recommend the kind that works. Since the key is people, the tools that work are email, phone, Skype, etc. Nothing complicated. Find what works for your audience and use it. I’ve found that an email newsletter is an essential element to mobilize people to get the word out.
I can definitely vouch for the power of word of mouth. Having a dedicated fan base for a product or service means you don’t have to toot your own horn… and when other people talk about you it’s a lot more believable then when you talk about yourself.
Great advice here Jeff!
Totally agree.
Jeff hit the nail on the head.
I’m a partner at a small fitness startup company and as a matter of fact we are launching a new product in 58 days. The type of things Jeff is talking about are sort of unorthodox to the traditionally trained business executive or even the “old school” entrepreneur but they are also exactly what levels the playing field for so many Internet Entreprenuers.
I would still develop a marketing network using the social and sharing platforms that are available. Like Pat Flynn, from SmartPassiveIncome.com, says “Be Everywhere”.
However, you can see the success from the type of marketing Jeff is talking about in action in higly viral products and brands like P90X and the Insanity Workout. They’ve successfukky tapped into the social aspect of fitness, a multibillion dollar industry. Perhaps a better example, because it’s an offline brand, would be Cross Fit. One of the primary factors behind Cross Fit’s success, in my opinion, has been the “social” and “community” aspect they have been able to capture in their fitness and business model.
Good post and advice worth noting.
Adam
Adam,
I’m interested in promoting your launch. I was in the fitness space for several years…great industry and as you mentioned there’s still enormous opportunity based on how people have responded to some of the recent “trends” (if you can call them that) like P90X and CrossFit.
Anyway, I’m launching a project that is not in the fitness niche, but fitness will be a relevant topic, and if your content is solid I’ll have plenty of opportunities to promote it. If you’re interested, drop me a line: jacob (at) jacobpllc.com.
Thank you, Jeff, this is inspiring for me as I’m just about to complete a workbook self-study program for people to use the Work of Byron Katie to heal their relationship with their body and food. I’ve had people take live classes and workshops for several years but your article helps me feel ready to go for it and what the first steps are!
You’re welcome, Grace! Sounds interesting.
excellent!! I just had this discussion with a guy trying to sell me on an ongoing SEO package.. I told him that the broker I work for has the secret to success… he gets his face before people… maintains and constantly builds – therefore he receives TONS of referrals by “word of mouth”. For a small farm and ranch brokerage we close high compared to our competitors.
I think much this world is so caught up in the more of technology thinking there is a secret widget or other that will excel them into success. I think Mr. Goins is full of wisdom. Thank you for sharing and putting people back on the right path.
Always enjoy hearing from DIYThemes!!! Thanks again -
RJ in Nebraska
Love that “secret” to success. Good one, RJ.
Well said! Social media is only a tool. A PR campaign is only a tool. A marketing plan is only a tool. We trust what other people (whom we trust, to a greater or lesser extent) say. Maybe the biggest open secret there is.
Jennifer
I completely agree, Jennifer.
Strangely enough Amazon will charge me $3.44 for the Kindle version, whereas B&N and CBD offer the right price. Is Amazon overcharging me because I reside in Sweden?
Petter, I believe that Amazon’s prices vary in different countries. I’ve seen that before. I would obviously recommend picking up the book wherever you can get it the cheapest. CBD has a GREAT rate in the US of $0.79.
Good stuff. Good Stuff.
I love this. Simple and straightforward. It’s also doable for everyone which helps you grow with grace. Thanks for sharing this. I will be tweeting this for you. Bec:)
I’ll have to try that.
Bottom line.. you still need a fan base to do this with. The 20-?? super fans, the word of mouth… you still need to build a fan base. Before you launch anything, you need to engage on the web, build you initial fan base (list), and curate a super list of the most active fans to do this heavy lifting for you.
Great stuff from DIY. Thanks,
John
Well said and love the thoughts here, John.
Yes, he’s right.
Early adopters, Influential endorsements, and word of mouth buzz are three huge ways to secure a successful launch.
Of course, what’s implicit in this recipe is that the product or brand is worthy of endorsement. And that when you approach people for the endorsement you don’t come across like a scheming d-bag. Those recipes come out of a whole different cookbook.
Yes, that is taken for granted.
This came at the perfect timing. I am working on launching my first ebook this fall. It really all does come down to people and word of mouth. Love this! I will pass this article on for sure. Thank you!
Awesome, Jadah. Good luck!
What you’re forgetting is that the product has to actually be good.
Negative word of mouth travels much faster than good. Look at the poor pole vaulter today who’s pole snapped. More people have seen him than the guy who won the gold.
Andrew
Well said, Andrew. I wasn’t forgetting that, actually, but I should’ve stated it. Having a remarkable product is a prerequisite for a great launch. Maybe it doesn’t go without saying, but I wish it did.
Jeff,
I am starting to see you everywhere I go. That’s good for you, cause I know where it’s all happening. haha, jk. But really. That’s what it’s about, the people. Human Connection is the key to pretty much everything. Should be getting my physical version of “Wrecked”, in the mail soon. Great job man!
Awesome, Justin. Thank you!
Love this! I always knew word of mouth to be the best way to get out there, and I appreciated all the tips listed. Now onto applying them!
I am so glad that you put this out plain as day! Such good advice and something that I have been struggling to figure out. But I will have to agree that it can be difficult to find even twenty of your closest friends that are invested enough to take the time to support you. Finding a fan base is taking me years…and I still have a lot of work if I will be successful at launching my next big project. But I will take this advice wholeheartedly! Thanks again Jeff for your insight and willingness to share!
you’re welcome, Kellee!
I am lauching a cheesecake business in New York, and following this philosophy of building the business through word of mouth. I am starting by hosting small “Cheesecake Tasting Parties” to unveil new flavors, get feedback, and build a following of evangelists – people who will then go out and talk about my product. I’ve never done anything like this before (starting or building a business) but for some reason, this felt like the natural and organic way to get started. Of course I am also using Facebook, Twitter and website to promote the business – but even that is by building relationships.
http://www.thecheesecakeguy.me
Great Advice and as everyone has said, word of mouth is true in every business. But, I have a question, how do you get those who see you and know you to actually refer you? We have ‘asked’ a couple of times, with very little success. Asking too much seems annoying. What are your thoughts on getting Word of Mouth to be effective.
Heather, the trick is to help those people before you ask, so that they feel like you care about them (which you should). Then when you ask, it’s not much of a “withdrawal.”
So testimonials do rock.
indeed they do.
I have to say these are very much the same things I encourage people to do with fundraising. I had no idea a non-connected introvert like me could raise 40K for an accessible van. It was all about asking (because people really do like to help) and getting people excited to contribute in whatever way they can (who do they know and what can they do).
Community really rocks!
Well I received an e-mail from Jeff today about the 99 cents book offer and on Amazon was selling at $2.99
Choosing whether to get the book or not wasn’t up to the price difference but what the book was about and the social proof that had with it.
At full five-stars and 90 customer reviews after being on the market for just a little while and on a topic that interests me, I know it’s something I’m definitely checking out.
Social proof for the win!
Sergio
nice.
Hey Sergio
Totally agree that decisions shouldn’t always be made solely on price.
On that subject though, Amazon charges certain countries more than others, which is why you and I paid $2.99 for the book.
They’re not saying the reason, but I suspect it’s because they use more virtual fuel to reach our parts of the globe.
Very encouraging Jeff:) I think I just had an ‘Aha moment.’ Somehow, I think mentally I decided I needed to wait for some ‘far off’ future moment when I would know a lot of people online, before I could launch my book. But I don’t because it’s all about people. And it’s true, we care about what other people care about…so even if I have a small blog and just getting started, I can still do a launch. It’s all about people
Thanks for that Jeff…needed to hear that today!
yep. people care about you (whether you realize it or not). find them. they want to help you.
Thank you, Jeff, for all you do to help others.
you’re welcome, Wanda!
Jeff, I just started listening to your recording of your book which was given as part of the early purchasers of your book “Wrecked.” Do you plan to make that an audio book to sell, too? I think your voice is excellent, and the quality was excellent as any I’ve ever purchased.
Since it works on my Kindle, I plan to listen to it as I read the rest of the book.
Pauline, I just spoke with the publisher about this. Yes, I think we’re going to sell it. Thanks for the feedback.
That’s such good news, Jeff! I’ve learned over the past year or so that I can absorb audio books much more easily than reading, and so I’m stocking up on good “listening.” Can’t wait to add the audio version to my collection of inspirational go-tos.
I’m so happy to be trying to spread meaningful content in this internet age via genuine relationships, rather than back in the olden days, when people were just consumer units. Ick.
I haven’t gotten to a stage where I feel that I can sell anything yet. However, I do like this strategy and plan to use it.
Excellent post Jeff and right on the money.
Word of Mouth sells. Marketing & Advertising CAN work but most authors don’t have access to the scale of marketing / advertising that it takes to actually be beneficial so word of mouth, building a tribe of ambassadors, etc. is typically the best thing. Most authors just start too late (because that tribe takes time to build).
Thanks, Daniel. You taught me this.
Of course you’re right! Thanks, Jeff.
Do you have any tips on the best way to ask people for endorsements?
Best, Zach
Great question, Zach. Here’s a great guide to that from blogger Michael Hyatt: http://michaelhyatt.com/how-to-secure-raving-endorsements-for-your-product-or-service.html
Jeff, nice words of advice coming from a man who has done it before.
I guess the best piece of short but great info on book launch is this one.
Sheyi
Hey Jeff
Thank you so much for this perfectly timed post. My partner and I are in the process of creating our first product and are currently learning the ins and outs of the launch process.
I’m also going to share this post with my WE Mastermind community, as they’re all going through the same process we currently are.
Bought the book btw…and will happily leave a review once I’ve read it.
Ang
you’re welcome… and thanks!
Hi Jeff
Thanx for the tips…
So if I undertood well a good prelaunch is what makes a good launch
Well put, Rentier. Hadn’t thought of it like that, but that’s exactly right.
Great points, but in order to get people talking in the first place we must assume a certain level of innovation and quality. People talk about things that amaze them!
agreed.