You expect your product launch manager to lead your launch from beginning to end. Still, you can't get to the end if the beginning isn't right. Here is a frequently asked (and smart) question about how a product launch manager should help you start your launch campaign.
Q: What is the first step in creating my launch story?
A: This is a great question. Every launch has a great story and that story should reveal a process for your prospects to reach their desired end goal. The first thing you should do is write out the steps needed to accomplish that specific task. As an example, I will use the process of getting into a Masters of Business Administration (MBA) program. It's a challenging process, I have personal experience with it, and people pay money for products in this market.
Here is an example process to use if you were selling an information product to someone trying to earn admission into a top-tier MBA program:
Step 1 - Choose your career field. (Where would you like to work after school?)
Step 2 - Choose your learning style. (Which way do you prefer to learn...lecture, case, or on the job?)
Step 3 - Choose your primary schools. (Which schools are the best for your career and learning goals?)
Step 4 - Take the GMAT. (This is the standard admissions test you must score well on to get accepted.)
Step 5 - Write your essays. (Make sure you allow time for this. You are definitely going to need multiple revisions)
Step 6 - Secure your recommendations. (Ask respected people at your job to refer you to school.)
Step 7 - Interview at schools. (Make time in your schedule to visit and interview the schools you are most interested in.)
Step 8 - Get accepted. (Job well done!)
Now that you have written this out, you can put a story around it. Do you have personal experience navigating these steps? Do you have a testimonial from someone else navigating these steps? You have just outlined the main story you are going to tell in your upcoming launch. Follow your outline to make sure that your launch sequence stays on track.
I'm really glad this question came up. It is very important to tell the right story to the right audience. Think about your target customer and outline the process that will get them to their desired goal. This is the best way to create a compelling launch story.
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