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Launches

You may have experienced a “Launch”, if so, what was your experience of it?

A Launch is for the sake of this conversation, the systematic and strategic roll out, of a marketing funnel and process online, with coordinated dates for the original access to the marketing information, and with strategic processes used to encourage interest, and purchase.

They have become synonymous with “product launches”, in the areas of web marketing, where a program for $1997 is launched with a suit of high powered tier 1 and 2 JV partners and with a team of launch managers, copy optimisation, JV brokers and more participating.

The interest in launches has been heightened  by the fact that it became increasingly easy to produce 6 and 7 figure pay days.

In how many businesses are $1m+ transactions occur, with relative certainty?

The challenge is that, what was new and exciting, has become market standard.

The need for new launches to fuel this from the launcher’s perspective, has resulted in more and more “hype” and “false scarcity”. At worse this results in large refunds, cancellation policies, and damaged brands.

There are psychological factors that support the use of launches from the marketers perspective:

  • Social Proof – When you see all your “friends” talking about something it makes it credible (in perception”)
  • Fear of Loss – When everyone else is taking advantage and you are not, then the fear of loss is engaged, and this very primal human emotion is one of the core values that is very difficult to overcome.

In banking and business, this can often be seen as arbitrage vs business building.

Launches when successful, grow a larger customer base, and are used to launch a new product, service, brand into the market place, which plans for longevity.

Intelligent Influence – Judy Rees

Judy Rees is a good example of a real person with strong history and content moving into the world of web marketing.

She is currently launching http://intelligentinfluence.com/ which will be a good example to talk through, and review how the launch works in practice, and what is happening that is designed to help customers and be authentic.

The most obvious elements for the http://intelligentinfluence.com/ that make it an Ethical Web Marketing launch are:

  • Contact details – http://intelligentinfluence.com/about/contact/ – Judy is making it easy for people to get in touch. This is often missing for many sites.
  • Clear testimonials from real people – there are video testimonials that are clearly from real named people, and can be followed up with on social media accounts etc.. so that these are not “actors”.
  • Clear history – Judy Rees is very real and known in the space of NLP, Influence and others.
  • Use of a professional mailing software – this has a double opt-in and unsubscribe options.
  • Clear content rich value being delivered.

It will be interesting to see the feedback that this launch gets, and what people think as to where this sits in the scale of “ethical web marketing”, but in my view is a good example of Web Marketing done with Ethics.

Si