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Seldom Discussed Product Launch Secrets

I recently partnered with a programmer friend (David Schwartz) to launch a new PDF brander that I’m convinced could be my most successful product ever. Given that this PDF brander is so inexpensive, that’s a pretty big statement.


The PDF brander is called Viral Document Toolkit, and as I mapped out a “product launch formula” or “product launch strategy,” I made a few notes to share with you.

Over the years, I’ve helped to launch many successful products, and I’ve also watched many product launches fizzle or never even get off the launch-pad.

Here are some of the seldom discuss, or under-emphasized, factors that you need to consider when mapping out your own product launch formula.

1) Existing Proven Demand


Of all of the factors that I look for in a new product … proven, existing demand is the one element that I consider essential. Having to educate your market as to why they need a product, or even what it does, is too much of an uphill battle.

With the Viral Document Toolkit, I had been monitoring conversations on popular discussion forums for years, and knew that the market wanted a new PDF brander with the features Viral Document Toolkit offers.

Just as importantly, I had been searching for a PDF brander that could do the things that Viral Document Toolkit does. Since this was a “personal pain” that I had experienced, I deeply understood exactly what the market was looking for. When you can offer a product that the market wants AND you fully understand their needs and wants, then your product launch can be almost effortless.

When you understand the pains of the marketplace based on personal experience, you can more easily express those pains in language that resonates with your ideal customers.

2) Difficult To Duplicate


If a product is too easy to duplicate or reverse engineer, you’ll have copycats under-pricing you before your launch is in full swing.

You’ll expend a lot of energy and resources to make the market more acutely aware of a “solution to a pressing problem” only to have someone else tap into the energy you created, and then dissipate it by under-pricing your product.

With Viral Document Toolkit, I used the difficulty and pain endured just in creating the software as an indicator that it would be relatively difficult to reverse engineer. At the same time, much of the products development was shrouded in secrecy to give us a bigger “head-start” on the competition who might eventually figure it out.

3) Sense Of Product Ownership

A product launch requires joint venture partners, and they are often much easier to recruit if they have a stake in the success of the product.

One way to accomplish this is to put them IN the product. Include interviews, audios, videos, or bonuses that were provided by prospective joint venture partners. For them to help create a product, and then not promote it, would create tremendous dis-ease within them on a psychological level.