You can build the best app, podcast or product in the world, and if you fail to launch properly it can sabotage your entire project. Having launched a podcast, I have learned a big about launches from both my successes and my failures. Generating buzz for your launch can set you up for success.
I had a conversation with Steve P. Young from AppMasters.co the other day and the subject of generating PR for a launch came up. Steve had so many great ideas about PR for launch, that I just had to share them with you.
Getting free press during your launch can 10x your launch results.
You can do lots of activities to attempt to get some press attention for your launch, but some of the most effective PR I have seen is actually getting your industry publications to cover your launch.
It’s easier than you think to get press in this manner, and it centers around emailing the right people and pitching your launch to them. So let’s walk step by step through the process that Steve P. Young used to launch an app that got 100,000 downloads in one weekend!
1. Find the names and emails of reporters and publishers in your industry.
If you have a personal connection to someone in these positions, that is a huge boost. If not, then use LinkedIn and Google to try and find the names and emails of people in the organizations you are targeting. In case you are looking for a software that finds this information for you, you should check out my interview with Anand Karasi of Huna Makia. It is awesome executive search software.
2. Test your email subject lines
Before sending an email to the biggest names in your industry, choose smaller targets and actually test your email subject lines.
The best subject lines are:
- Personalized – Compliment them on their latest work. Example: “I really love your Shazam article”
- Compare different popular items in different niches – Example: “From Candy Crush to FarmVille”
- About the “Why” of the product – Example: “Take pictures hands-free”
- About the referral – Example: “Know anyone who hates bookkeeping?”
3. Send your emails at the optimal day and time
In the tech world, research indicates that sending an email on Thursday or Friday at 11am local time is optimal.
If you need to follow up on that email, the weekend is the optimal time to follow up! When you follow up on an email, be sure to include everything in the previous email and then add the follow up.
**Secret launch tip – in the tech world Thursday is the biggest launch day, so you may get overshadowed by the big boys if you launch then. Choose M, W or F to launch to have the least competition.**
4. Write compelling copy
This is where you want to hone your copy writing skills and give it your best shot. I’ll give you a couple of resources to improve your skills in a moment.
Your compelling copy should include:
- Using the persons name in your salutation – this gets their attention and is much better than a generic greeting.
- Follow up with social proof if you have it – Something like, “In collaboration with Celebrity Chef Rocco DeSpirito (1 million Twitter followers)…..”
- Mention the main unique benefit of whatever you are launching
- Break up the other compelling features into 3 bullet points
- Close with “Can I send you a bit more information?’
Don’t just send them a demo copy or anything else without getting their permission.
- Include the one powerful hook of the thing you are launching. The one hack/trick/tip, etc that your launch addresses.
- Get straight to the point of why you are launching your product or service.
If it would help you to have an email template to use, I managed to get Steve P. Young to share his with us, so you may find it as beneficial as I did. Check it out here.
5. Use the Exclusive Strategy
This strategy is amazingly effective for large publications. Here’s how it works:
- Offer the reporter you are targeting an “exclusive”. Your subject line could be “Exclusive for John”.
- If the first reporter you contact doesn’t respond in 2 days, then move to the next reporter on the list.
- Give them the opportunity to break the “story” first. It gives them a chance to get more exposure.
- Once the story breaks, you can then approach other publications an pitch a different angle on your launch.
Using PR in this fashion can really set your launch up for amazing success. There are many other things to learn abut PR and copywriting, so I wanted to leave you with a couple of great resources.
The Burned Out Bloggers Guide to PR is a quick and easy read that will give you tons of useful strategies to take your PR to the next level.
If you need to enlist the help of a pro for an app launch, I can’t say enough great things about Steve P. Young’s company AppMasters.co. His website is full of resources to help you master getting Press. You can also listen to an interview I did with him for my podcast.
Have you launched something that has been successful? I would love to hear about the success and what you did to make it happen. Tell me about it in the comments below. I’d love to hear what is working for you!