Congratulations! You’ve got a new product launching. Or perhaps an additional service. Time to get out the starting blocks.
Whatever it is, you’ll want to tell people about it. You’ll be completely over-excited about it and probably have reams and reams of things you want to say about it. You’ve worked on this for months, maybe even years. There’s so much to say.
I spent most of my corporate life in product development, so launched many products over the years. And there’s one universal truth with each one: no one is as interested as you are. They really just want to know three things, so make these the focus of the story you tell.
Tell them what
Let’s start with the basics. You have to tell people what it is.
I know, not groundbreaking.
But tell it simply. Don’t assume prior knowledge or even current knowledge. While you know everything about it, you need to find the simplest, most compelling things that someone needs to know about.
You’ve read the marketing textbooks; this is about finding the unique selling proposition. Tell me what is special about this. That’s part one.
Tell them how
Show them how your product fits into their life and lifestyle. It might be obvious to you, but make it obvious to them. Showing or telling them how it fits makes it an easier step towards imagining it in their lives.
If you can get someone to start imagining your product or service in their day to day lives, then you’ve taken a big step towards the sale. They’ll start telling themselves stories about the product, what they’re going to do with it, what they’ll tell other people about it.
In fact, if you’ve done your job really well, they’ll even start telling themselves about why they can’t not have it in their lives, doing its job day in, day out.
Tell them why
This is really the clincher. You’ve already started them thinking about why with the previous two steps. Give them every reason to understand why they want it.
Swap the word “tell” for “show”
Of course, this doesn’t need to be a written post. You could make videos, or take photographs, or draw cartoons. Showing is just as convincing and use the same three steps.
Use this rule of three as a great starting point for new product stories. You can build out each one with different posts, but for a one-stop view of the product, this is the place to direct people to.
How do you normally talk about your new launches?