Email Copywriting for Your Product Launch

Getting someone to open an email, become interested in a new product and ultimately buy is not an easy feat. In this article, we’ll go over a few tips for writing emails leading up to a launch, including tips for writing emails to other people’s lists.

=> Building Excitement

The most important part of building excitement is to phrase what you’re doing as something that nobody’s ever done before.

In other words, the more you can make your product sound like it solves a long-neglected problem and the more you can make it sound one of a kind, the more click-throughs and sales you’ll make.

Use power words liberally. Be unabashed in talking about the benefits of your new product, especially as the launch date approaches.

At other times throughout the relationship with your list, you might want to hold back to avoid burning out your list. In a product launch, however, you want to sell as much as you can.

Think of delivering content as putting “deposits” in your reader’s trust bank. The key in the long run is to make many deposits and few withdrawals. A product launch is a withdrawal, however, so make it your goal to achieve as many sales with that withdrawal as possible.

=> Conveying Urgency

The other crucial component of writing launch emails is urgency. Even if users get really excited about your product, they probably won’t buy immediately unless there’s a good reason for them to do so.

Always emphasize that the offer is time or quantity limited. Keep reminding them of the fact and drill into them that it’s urgent for them to act right now.

=> Writing for Other People’s Lists

The most important component of writing for other people’s lists is to build trust and credibility. The first time you’re introduced to someone else’s list, you have almost no credibility and need to work your way up from scratch.

One of the best ways to do this is to leverage the existing trust with the list owner.

If possible, have the list owner write the emails and endorsements. If they’d prefer, you can write those emails in their names and just have them edit it until they feel comfortable putting their name on it.

If you can get people to believe in you as much as they believe in the list owner, then the sales process becomes much easier.

If you can convey both excitement and urgency while getting people to trust and believe in you, you’ll have a sure-fire formula for success. Ramp the vibe of the emails up over time, with the language and copy getting stronger and more urgent the closer it gets to the actual launch date.

Getting Reviews and Testimonials for Your Launch

If you haven’t launched a product yet, how can you get testimonials for it? As most copywriters can attest, testimonials are a crucial part of any high-converting sales letter, especially on the web. If you can get written, audio or video testimonials, your conversion rates will be multitudes higher.

But if you don’t have actual customers yet, how do you get those all-important testimonials? Here’s how.

=> Start with Friends and Family

If you’re running your own business, chances are you have your own cheerleaders and champions who want you to succeed. They can be anyone from your mom to your running buddy, from your best friend to your former co-workers.

If they have any interest at all in your product(s), ask them to do a review. For example, if you’re selling a dating product for men, just ask any men you know, even if they’re not explicitly interested in the product.

If they think the content is good, ask them for a testimonial. It won’t be as good as having a real customer whose life you’ve changed, but it’s a start.

=> Give It Away for Free to “Super Customers”

If you’ve been in business for a few months and you’re producing original, useful content, then you’ll probably have a few “super customers.”

A “super customers” is basically someone who deeply and passionately loves your work. They love what you’re about, they love your style and they want to help in any way they can. If they have the means, they’ll probably buy every product you sell. If they don’t, they’ll be advocates of your business, helping you both on the web and offline through word of mouth.

Identify these customers. Build a relationship with them. Anytime you create a new product, ship it out to them. Ask them for a review, preferably on video. Tell them you’ll give them products for free, an $X dollar value, in exchange for a short five-minute video. They don’t need to exaggerate, just tell their true and honest opinion.

=> Host an Event

Let’s say you’re launching a product that teaches people how to teach their parrot to talk. One way to get a lot of testimonials is to host an event.

Host a free event in your local area and announce it to your list. Send private emails to people you know would be interested, inviting them as well.

At the event, demonstrate that you know what you’re talking about and can genuinely help others achieve the same success. For example, show the birds that you’ve already taught to talk, and teach a bird how to talk, live.

At the end of the event, ask for volunteers to give a testimonial about you or your techniques. People who give a testimonial will get a free copy of the product when it’s released.

These are effective ways to get testimonials for a product before it’s even launched. You don’t need to have a hundred testimonials to launch a product; usually anywhere between three and ten will suffice. Use one of these three methods to get the testimonials you need to launch, then add testimonials as real customers get real results.

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