How Do You Know You’re Ready For Launch?

We all want a big-splash launch – no matter what the offering. Who wouldn’t want mountains of accolades and recognition for a job well done?

In the period leading up to your big day, the best advice I can give consists of one very important word – plan.

Planning is critical to a successful launch, so make a list of everything you can possibly do to make your event as grand as possible. Here are a few suggestions to consider:

  • Create a Task Timeline – Identify each component of your launch prep along with an expected timeframe for completion and a point of contact.
  • Prioritize Each Task – For each group of tasks you’ve outlined, ask yourself which ones will have the greatest impact on your launch. Focus on the ones that will deliver the biggest bang for your buck first.
  • Ask For Help – Reach out to all your contacts – family, friends, colleagues – anyone who can help you spread the word. Send them Facebook posts, tweets, images to share via Instagram, fliers to hand out in their towns – anything that will highlight awareness.
  •  Leverage Your Existing Fan Base – Come up with creative ways to engage your existing fans. Word of mouth is the most effective way to generate interest because of the credibility factor so ask your fans to get involved with your launch.
  • Cross-Promote – Identify potential partners who have launches around the same time as yours and augment your target audience by gaining access to theirs.
  • Maintain Your Plan – Update all notes and statuses so at any given point, you can see exactly what your progress has been in preparing for the launch.
  • Follow-Up As Needed – People generally don’t have a sense of urgency about someone else’s endeavors so a gentle nudge is sometimes warranted.
  • Get Out the Corkscrew – When you’ve fully executed your plan and feel confident you’ve done all you can do, the rest is up to the stars. So sit back, relax and have a glass of wine because you deserve it.

Red and white wine pouring on wood background

Drawing Inspiration From The Silver Screen?

I read an interesting article in Forbes today titled Four Movies Every Entrepreneur Needs To Watch.

Cool picks, couple of my faves made the cut. Definitely check them out. Chris Myers has some interesting perspectives to share and I have a few of my own selections to add to the list.

The Pursuit Of Happyness

Chris Gardner. If his story doesn’t make you want to grab life by the horns and charge, I don’t know what will. The guy had no resources, a young son whose livelihood depended on his success but man, did he have the will to win. Entrepreneurs often face seemingly insurmountable obstacles and the successful ones never let themselves get burdened with a defeatist mentality. Frustration may reign temporarily but at the end of the day, they’ll do what they need to grow and prosper.

Take away? Never let a lack of resources hold you back from accomplishing your goals. Stay true to your dreams and push forward until you reach them.

Moneyball

I bet Hubby will like this one. =)

An interesting pick from me but in this case, it totally fits the list. Billy Beane, GM of the Oakland A’s, figured out there were certain stats that were better indicators of offensive success and it turned out those stats were cheaper to buy on the open market than more commonly tracked stats, like speed. By re-evaluating the way the industry identified and paid for talent and fundamentally changing their win strategy, the Oakland A’s made it to the playoffs in 2002 and 2003 with a fraction of their competitors’ payrolls.

The end result? Management transformed their way of thinking and strategizing, yielding huge returns for the team for years to come.

Iron Man

Okay, this one is a no-brainer and not just because I have a tiny celebrity crush on RDJ. Genius billionaire playboy philanthropist…hello!!! He’d been kidnapped and forced to make a weapon of mass destruction. Instead, using a box of scraps and his engineering brilliance, he created a powered suit of armor used to escape his captors. Yup, Tony Stark, probably the sexiest entrepreneur to strut the Earth, transformed himself into a superhero whose cutting-edge technology ultimately saved the world.

Message? A new take on an existing product can make a business explode with possibilities (no pun intended).

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Of Course I Want You To Stroke Me…Er, My Ego

If you’re an entrepreneur, you need to have a thick skin. You’ll come into contact with plenty of naysayers who will try to blast your ideas to smithereens. Don’t let them break your stride. LOL. I’m totally dating myself by making that reference…

One night, Hubby and I had dinner with a dear friend of mine and we were talking about her new men’s skincare company. Hubby asked some pretty probing questions and she got very defensive about her products and strategic direction. And trust me, he was going pretty easy on her.

Beware, questions like these come up more often than not and you’d better be ready with convincing responses if you want to convert a prospect into a customer.

  • What makes your product so much better than the competition?
  • What’s the value proposition of your product/brand?
  • How will it benefit me?
  • Why should I pay your price when I can get the same thing cheaper?
  • In short…what the heck makes your product so special?

But not everyone can handle the questions. Some people are just very invested and they take their endeavors way too personally to separate themselves.

Getting defensive is a natural reaction. After all, someone is challenging the idea you created and made a reality. It’s a tough pill to swallow.  Remember, not everyone will see the same value in your offering and that’s OKAY.

You know the saying….about opinions… =)

My advice is to figure out the answers to the questions BEFORE someone asks. S/he may not care for the responses or run out and buy your product but at least you’ve considered the objections and know how to handle them when they arise.

And that puts you ahead of the game.

Why Should I Care???

Okay. If I haven’t made this point clear in the past, let me try again.

People are INUNDATED with information, 24 x 7. If yours doesn’t have the potential to minimally raise an eyebrow, KEEP IT TO YOURSELF!

I’ve experienced this firsthand in my own entrepreneurial endeavors and it never ceases to amaze me how some people just don’t care about contributing to the overload. They have something to say and darn it, it shall be said. The only problem is, oftentimes, NOBODY CARES!!!!

Business owners are focused on distributing a message but they don’t always focus on the value proposition of said message. The value prop is the internal benefit derived by the recipient of the communication.  It basically tells people why they should care about the information being presented.

  • Why do I care about your product or service?
  • How will it improve my life?
  • What makes yours better than the competition?
  • And oh, by the way, what can I get for trying it?

Yeah, if you hadn’t already guessed, freebies and discounts go a LONG way. It’s worth the investment if you can convert email subscribers to customers.

Takeaway? Make the message meaningful and impactful and give prospective customers an incentive to BUY.

You Have Five Seconds To Impress Me…GO!

I’m long-winded by nature. If something can be stated in five words, it will take me thirty to get there. Luckily, I’ve tempered this in my writing.  But speaking…yeah, takes me a while to get to the point.

So it’s no surprise that I hate the words “elevator speech.”

This is the golden opportunity to pitch your idea/product or service.  Here’s the set up.  A prospective customer steps into an elevator. The doors close. You have about a five-second window to score a sale. What the heck do you say???

Back in my handbag designing days, when women would ask me what’s so special about Krina bags…well, let’s just say when my back was to the wall and I needed to impress, I fell short.  Exquisite Italian leathers…eh.  Vivid colors…boring.   Made in the U.S.A…makes them more expensive and potentially cost-prohibitive.  Um, Katherine Heigl has one?  Try again.

Same concept applies to writing. People find out I’m a writer and they’re curious about my novels.  Oh, you have a new book coming out? What’s it about? While it’s a simple question, one which I should be able to answer easily, how do I convince them they absolutely NEED to read it?

Well, there are a couple of parts to a successful elevator pitch. And as luck would have it, the setup really applies to any type of sale.

1. Set The Stage – Choose your first few words carefully. They need to hook your audience immediately and heighten interest in your overall message.

2. Reel Them In – Identify the conflict. Provide a scenario that identifies a challenge or obstacle.

3. Establish The Need – Provide differentiation. Show your audience why your product or service is something they need to buy. How is it going to make their life better? In other words, WHY SHOULD THEY CARE?

Check it out…it even works with books!!! This is my elevator pitch for “Unlikely Venture.”

After devastating news threatens her livelihood, Jessica Latham swears off men…until she meets Silicon Valley rising star James Callahan. But when a vindictive frenemy exposes Jessica’s scandalous secret, James is forced to choose – the future of his company or his heart?

It’s hard to stand out in only a few seconds. But when people ask, you need to hook them in otherwise they’ll shut down and anything you say will just be white noise.

You have one chance to make a first impression. So make it COUNT!!