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9 Steps to Promoting a New Product

Launch your new product with ease and confidence with these key tips for product marketing.

Promoting a new product can bring on all kinds of anxiety if you don’t have a plan in place. But today, you’re in luck! We’re going to cover 9 steps to promoting a new product so you can launch with ease and confidence, and show you some product launch sales page templates.

Planning a New Product Launch

When you’re first thinking about any new marketing initiative such as a new product, first consider how you are going to promote it. Who will be interested in it, and why? How do you know?

Consider Your Existing Customer Email List

When planning a new product, it is often helpful to think about your existing customer list. This is because studies have shown that 80% of your sales will come from 20% of your customers. Think about the most common problems beginners have in relation to your niche, and you should have a treasure trove of ideas for products. Pick the one that has the broadest appeal and start working on it.

Promoting a New Product Considerations

You’ll want to consider:

  • pre-launch social posts for Facebook, Twitter, Pinterest, Instagram, posts and stories.
  • pre-launch newsletters (1, 2, and 3)
  • checking your product launch sales page for links and shoppable cart functionality, just to make sure everything’s working as it should
  • draft blog posts and schedule them leading up to and beyond the date of the launch
  • reach out in advance with blog partnerships, influencers, and beta readers/users to start warming up your audience and gain additional audience traction
  • plan your budget for marketing – what are your planned revenues and expenses? what do you need to make to break even?

Surveying the Audience or Marketplace

Not sure you are on the right track? Survey your audience to see which of the choices you are thinking about are of the most interest to them.

Creating a Great Product

Pay attention to the survey and start creating the kind of product you would have found of real value when you were first starting out in your niche.

Setting Your Calendar

We are all at our most productive when we have a deadline. Otherwise our work would never get finished. Set a launch date for every promotion, product, or special offer. An annual marketing calendar can help. Getting a set schedule in place will help you immensely in promoting a new product.

For example, you might offer a new promotion every month, such as December for the end of year holidays, January for health, fitness and resolutions, February for Valentine’s Day, and so on.

For each new product you release, set a date about two to three months in the future and start counting down to Launch Day, or L-Day. Line up all your product promotions for that day. Promoting a new product means you need to stay on top of your events and stick to your calendar plans.

Organize an Email Marketing Series

Create a sequence of emails counting down to L-Day. If you don’t have an email marketing list yet, start one now. AWeber, MailChimp or Constant Contact are all good choices.

Go Beta

If you do have an email marketing list, offer a small segment of your list (about 100 people) the chance for a beta test, or sneak preview of the item. Offer it free, or really cheaply, in exchange for feedback, reviews and testimonials. If the feedback is bad, fix the product and offer a beta to a second segment on your list, and so on, until you have a range of rave reviews.

Draft Your Sales Letter & Pages

A great sales letter should have the following elements:

  • A good headline
  • A great opening paragraph
  • Bullet points with features of the product and their benefits
  • Reviews and testimonials
  • A 100% money back guarantee
  • Price
  • Buy now button
  • Some sales letters might also have a video sales letter that shows how great the product is.

I have some pretty thorough product launch sales page templates available if you need some guidance on what to write and how to lay everything out. They’re available in Elementor, which is what I recommend (and it’s free) for building landing pages and sales pages. Check out my shop and see all of them!

Organize a Webinar or Facebook Live Video for Launch Day

Make it a live event with all sorts of exciting things planned. Share your reviews from your beta readers or beta users, show yourself holding the product, talk about it, and generate some excitement over it!

Announce It on Social Media

Announce that the product is available on all your social network accounts. You may find that using a content planner will help you schedule your new product much better than just trying to post randomly on social media.


Follow these steps to ensure that your launch is successful.

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pst! – I do not accept money for my editorial content or posts. All opinions are my own and are not influenced by third parties. This post may contain affiliate links that at no additional cost to you, I may earn a small commission. This helps keep the blog running!

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