Launch Stories - make a perfect blend and serve it hot

Posted by writer | Hitting mental triggers - its all about the perfect timing »

Stories have an important role in making a launch a raving success. Your launch story is simply how you present information to your prospects. What are you about? Why should they care? I’ve always wondered why some launch stories hit it big and others just fizzle out like they never even existed.

We all want big successful launches, and it turns out that a lot of it is in our hands. All of this assumes that the product or event that you are about to launch is worth the hype.

I’ve written about how to build your stories here and here. Today, I’m just going to expand on it a bit more. If you are marketing your services or launching products, you need to really know how to tell effective stories. Story telling is an art that you can learn and adopt for your businesses and it helps define complex things into simple words. We come across countless situations where we can benefit from this skill - when you’re in an elevator with a potential business partner, when you get a chance to meet an investor, when you’re pitching to your clients, when you run across an old school friend on a weekend getaway and most importantly, when you are about to launch products or events in the market.

Telling a launch story is about summing everything up nicely and presenting it in a way that can influence your potential clients or audiences to take action. This is done by hitting the right mental triggers to the right people at the right time.

The mental triggers that you choose to hit will depend on your individual products, but we can safely say that the old tested rules of “hero play” still apply. And boy do they work! We, as humans, are attracted to stories of drama, intensity of emotions, shock, winning. We want that adrenaline rush. We want that human to human association. We want that heroism. We want to listen to people who understand where we come from. If you can incorporate these into your story, you’re bound to have a greater impact and response from your targeted audiences.

Make your key message (verbal or email) as informal and relatable to your audiences as possible. Make it like a conversation between two people. Here is a structure (also proposed by Industry leader Jeff Walker) that you can use for your message:

1- start with reiterating the fact that you are just like them. That you have a lot in common. The purpose of this intro is to get the attention of your key targeted audience and make them think “hey this guys just like me..”

2- Then name a few frustrations that you have (related to your launch). E.g. “I’ve been looking around for cool places to hangout, where I can just take my mind off work and network with likeminded people.. but there is just no such place in the entire town…”. This should make them think “yea. I totally get it”.

3- When you’re sure you have that nod, talk about how you aspire for things to be different. You can throw in ideas and thoughts and let their minds wander off. Don’t limit their thoughts to specific examples, let them imagine as much and as far as they can.

4- Finally, when you know that they are excited about how all of this can turn around, present your solution and discuss how it can benefit people like you (i.e. him).

It takes very little time to come up with the good meaningful stories that you can use to turn your business around. So get down to work and get creative. Let me know if you need further inspiration or assistance.


| Branding, Pre-launch, The Story

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