3-Step Content Formula for Launching Any Product

by Brian Jowers · July 17, 2024

You have a fantastic product idea – something that will revolutionize people’s lives and help them achieve their goals. Yah!!

But then <GULP> you realize you must somehow translate that idea into a successful launch.

Sounds difficult, right?

Not if you create content that takes your prospects on the buying journey.

You only need three steps to get someone from skeptical to purchasing:

Building desire
Overcoming doubts
Revealing the path to success

1: Building Desire

This initial stage is all about creating a compelling vision, and you start by painting a picture for your prospect. Create an emotional connection by telling a story – your own or a client’s – that vividly portrays the ideal future your product helps achieve. Use evocative language to spark a yearning for that better state.

But don’t rely solely on emotions. Integrate logical reasoning and present data or success stories that demonstrate the positive impact and achievability of reaching this goal. People buy with emotions but they justify their purchases with logic.

Let your audience know you understand their current situation and aspirations. Acknowledge their reality, and then validate their desire. Educate them on why achieving this goal is not only possible but also the right path for them. This reinforces their motivation.

Here’s an example:

Six months ago, Suzy battled exhaustion, brain fog, and excess weight. Today, she’s thriving! She’s reached her ideal weight, conquered stress, and landed her dream job. Her newfound energy even reignited her love life.

Have you ever dreamt of feeling energized, flexible, and completely at peace? Our yoga program can turn that dream into reality. Picture yourself mastering challenging postures, feeling your stress melt away with calming meditations, and radiating confidence from the inside out.

This isn’t just wishful thinking. Yoga is a practice backed by scientific research, proven to improve flexibility, strength, and reduce anxiety.

We know leading a busy life can leave you feeling drained and out of balance. But here’s the good news: You deserve to feel amazing! Our program is designed for real people with real lives, helping you achieve your wellness goals quickly, simply, and effectively.

2: Overcoming Challenges

People will naturally have doubts. You’ll need to anticipate their objections and concerns, and then create content to address those concerns.

You might develop a video, infographic, or blog post that tackles these objections head-on. Provide knowledge and tools to navigate potential hurdles.

You might even do a Q and A, like this:

Q: What if I don’t have time?

A: Our program offers options for busy schedules, with sessions ranging from 15 to 45 minutes. You can find the perfect fit to integrate yoga into your daily routine, even with a packed day.

Q: What if I’ve never done yoga or I’m not flexible?

A: No prior experience is necessary. Our program caters to all levels, from complete beginners to seasoned yogis. We focus on modifications and progressions so you can practice safely and effectively, regardless of age or flexibility.

Q: How do I know this can work for me?

Life is unique, and so are your wellness goals. Our program is tailor-made to empower YOU. We offer personalized guidance and support to ensure you achieve the results you desire.

Stage 3: Revealing the Path to Success

Now that you’ve established the dream and addressed concerns, it’s time to show them the path.

You might outline the clear steps involved in achieving their goal. This could be a program structure, a list of modules, or a specific process you offer.

You can give them a taste of working with you. Walk them through the key components of your product or program, highlighting the simplicity and value each step offers. This could be a free trial, a demo, or a series of explainer videos.

In our yoga example, you might give them an outline of what happens in each session, showing the progression from brand new student to accomplished yogi. You might also give them Video 1 for free, so they can see just how doable this is for them. And you might even have different paths they can follow, depending on their previous experience and how fast they progress.

The key to this third step is putting them in the mindset of already owning the product. If they can picture themselves using it, enjoying it and getting the results they want at a price that seems right, then you’ve made the sale.

The Power of the 3 Step Product Launch Content Formula

By following this framework, you can create a compelling product launch that taps into people’s desires, addresses their concerns, and ultimately empowers them to take action.

Remember, a successful launch isn’t just about showcasing your product; it’s about guiding your audience towards achieving their dreams and showing them how your product is the key that unlocks that potential.