Many folks approach me with a burning question: “Hey Vaibhav, how can I make my product the talk of the town?” Well, here's the unfiltered truth: No one is losing sleep over your new product. As Marc Andreessen wisely said, "everyone's time is already booked." In a world brimming with countless product launches and an avalanche of ads vying for our eyeballs, how do you break through the noise?
The answer is simple: Do something truly extraordinary. Your mission is to create something so remarkable that people can't help but talk about it, share it with their buddies, and make it the buzz of the hour. So, without further ado, here's the lowdown on how to make waves with your product in India.
Tips to create buzz
1️⃣ Build Your Reputation
A successful product starts by identifying the problem you're solving in a fresh, unique way. Buzz begins when you effectively communicate that problem in a way that strikes an emotional chord with customers and the media. Once you've done that, establish yourself as the ultimate problem solver.
2️⃣ Unleash a Captivating Video
Take a cue from Dollar Shave Club's epic video that went viral. Search for the dollar shave club video on youtube and you will understand what I am talking about.
3️⃣Offer Irresistible Value
Craft a value proposition that's too tempting to resist. Think of Netflix's "No Due Dates, No Late Fees".
Apart from this Netflix strategically partnered with companies like Toshiba, HP, and Sony to offer free DVD rentals with DVD players. Building alliances helped them to expand their reach and offer added value to their customers.
Now that's captivating!
4️⃣Focus on the Customer, Not Just the Product
Put your spotlight on the target audience, not just the product. Potential customers want to know how your product will transform their lives. Be daring, creative, and paint a vivid picture of the future your customers desire.
5️⃣ Provide Early Access or Exclusive Deals
Creating a sense of urgency and the fear of missing out (FOMO) is a clever tactic. Offer early access or exclusive deals to those who sign up in advance.
For instance, Push for Pizza offered a pizza scholarship delivered by a Lamborghizza. Yes, you read that right!
6️⃣ Encourage Pre-Orders
Sweeten the deal with discounts, freebies, or incentives for pre-orders. Announce the growing number of pre-orders as your launch day approaches to show that excitement is brewing.
7️⃣Seek Feedback from Early Adopters
To generate buzz, engage with a select group of early adopters. Their feedback will not only help you fine-tune your product but also guide your marketing efforts.
a. Clear Goals:
- Before seeking feedback, clearly define your goals and objectives. Understand what specific aspects of your product you want to improve or validate.
- Determine the type of feedback you need, such as usability feedback, value proposition validation, or pricing insights.
b. Segment and Analyze Feedback
- After collecting feedback, segment it into meaningful categories based on characteristics like demographics, psychographics, or behavior.
- Use appropriate tools and techniques, such as qualitative and quantitative analysis, to extract actionable insights from the feedback.
c. Implement Changes and Communicate:
- Act on the feedback received by making necessary improvements to your product.
- Communicate the changes you've made to your early adopters and the broader audience, demonstrating your commitment to their satisfaction and continuous improvement.
d. Iterate and Repeat:
- Understand that feedback is an ongoing process. Continue to collect, analyze, and act on feedback as you evolve your product.
- Implement a feedback loop to ensure your product remains aligned with your users' needs and preferences.
These steps will help you gather valuable insights from your early adopters, make improvements, and build a strong foundation for your product's success.
8️⃣ Partner With Content Creators
Collaborate with content creators to reach your target audience. Partner with influencers on platforms where your customers hang out, whether it's social media, your brand's website, or in-store.
For instance: Thirdlove launched with influencer marketing led to 1.3 million people waitlist.
❌ What NOT to Do
Now, let's steer clear of common pitfalls:
📌 Lack of Planning
Failing to plan is planning to fail. Establish a clear plan early on, and keep it updated throughout the product launch process. A well-thought-out plan will be your guiding light.
📌 Neglecting Idea Validation
Ensure there's a demand for your product before you dive in. Ask critical questions like: Does this product meet a need? Will it resonate with people? What's the market willing to pay for it?
📌Skipping Pre-Launch Testing and Feedback
Never let your launch day be the first time people interact with your product. Seek external opinions and gather feedback to refine your offering.
📌 Not Monitoring Post-Launch Performance
Product launches rarely go exactly as planned. Be prepared to adapt by closely monitoring performance and having contingency plans in place.
In conclusion, your mission is to create a product worth talking about, one that demands attention and sharing. As Seth Godin explores, being remarkable is the key to success. So go ahead, make your product the buzz of the town!
Tool of the Day
One of the ways to launch and create buzz for your product is to launch it on product hunt. The playbook gives a step-by-step breakdown of the steps needed to launch your product well and get it before many users.