Successful product launches are key to a company’s success. For a start-up company, the success of the launch may well determine whether the company survives.
And yet in nearly 30 years of advising companies, from start ups to Fortune 500s, I’ve identified 5 common mistakes that can sink a launch. Here they are the five:

1. Assume the product/technology/service will sell itself.
Lots of things have changed in the past few years. But one thing remains the same: People will not beat a path to your door if you build a better mousetrap, UNLESS, they a) know it exists; b) are convinced it really is better; c) their current situation is painful enough that they have a desire to change; and d) they can afford it.
2. No “Story.”
Start-up entrepreneurs often get so caught up in their solution, they forget to mention the problem they set out to solve. Established organizations often assume everyone already knows the problem. But venture capitalists, analysts, potential customers, and especially the media, need to hear your tell “The Story.” Part one of “The Story” is the pain/frustration/fear/loss that your solution solves. Part two is your solution filtered through the concerns of the audience.
3. No articulate, excited beta users, early adapters, satisfied customers or clients willing to “go public.”
Reporters crave the opportunity to talk to people who have used the product or service. From the very beginning of product testing be looking for willing customers and exciting stories. (There are ways around this lack of users willing to comment publicly, but that is a separate topic!).
4. One presentation fits all.
I recently learned of a CEO who gave a group of industry analysts the same presentation he had given to venture capitalists. In addition to being a painful experience for him, it created a lasting skepticism on the part of the analysts. Yes, we know everyone is already stretched thin and working long hours, but VCs, analysts and the press are audiences crucial to success. If no one in house can put together a powerful presentation, hire an outside source to do it. It’s too important to leave to amateurs.
5. Media attention before the message is clear and the spokesperson is ready.
Media attention is great, IF the coverage is good. But companies, especially start ups, often go after the media before they’re ready. A big play in Computerworld, the Wall Street Journal or Moneyline can set the company and the product or service being introduced back significantly if the messages aren’t persuasive and the spokesperson comes across as uninteresting, unclear, or defensive.

And now to keep you focused during your launch, I invite you to claim your Free Instant Access 400-year-old tool I’ve adapted to help you stay on message by visiting this site.

From – Lou Hampton, The QuoteAbility(tm) Coach and Speak to Lead.com

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Tags: PR, strategy, Mistake, product, launch

It sounds too simple to be true, but it really is… A well targeted and timely PRESS RELEASE to the media is the most powerful form of marketing and advertising on the planet! A high quality press release, with the proper targeting and distribution to reach the correct media members, could have many businesses sailing on a sea of new sales and profits. Just one feature or a mention in a popular or targeted business publication has the potential to cause some business’s phones to literally be ringing off the hook!

The next big question that arises, “How do you go about writing a quality press release that will grab the attention of the media and your particular audience? Here are some tips to help you succeed:

- Pick a “Newsworthy” Angle. Press releases are not an advertisement. Do not try to sell your product or service. Do not use “hype” in press releases. Instead give the media what they want and they will give you what you want… Now, what the press and media really want is a story! Just provide: the Who, What, When, Where and How with regards to the uses of your products and or services in a story format. Show examples of ways that people have used your products and services to their benefit. If you can include some emotions in your story all the better. Think to yourself: Would this be something that I might read in a newspaper?

- Get a Good Start. The headline and the first few sentences of the first paragraph are the absolute most important part of the press release. If you don’t catch the readers interest here you will lose your audience. The best way to do this is to use your most hard hitting
infomation FIRST rather than build to a climax. This may be opposite to what you would normally do when writing other material – but it does work! What follows in your press release are the details that SUPPORT your story or theme.

- Write to the Media. Remember your press release is being read by a journalist, editor or reporter, not necessarily a client. It’s not your job to sell them your product or service. It IS your job to give them an interesting story or piece of news that they will be happy
to share and announce to their audience.

- Keep Your Release Short and to the Point. It should contain no more than about 500 words and no more than two pages.

- Include Your Contact Information. Provide full contact name, company name, full address, phone number, email address and Web site URL. The contact name should be someone who is knowledgeable and available to answer any questions by media members such as editors, reporters and journalists.

Targeted press releases to the media have helped thousands of companies succeed. They are the most powerful form of marketing and advertising on the planet! Remember: One article is all it takes!

For more information on how you can get a quality targeted press release written or have your press release distributed to the targeted media contacts in our 600,0000 press and media contact database, please visit our Advanced PR department at Majon International.

About the Author

Matthew Hesser is President and CEO of Majon International, one of the most popular internet marketing and advertising companies on the Internet

To get a high quality targeted press release written and/or distributed to the press and media, as well as get GUARANTEED media and press coverage for your business please visit this site

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Tags: marketing, product, communications, launch, marketing