Let’s Get Personal: 3 Builds for Better Product Launches

Guest post by Kelly Decker, president of Decker Communications.

This is a guest post by Kelly Decker, president of San Francisco’s Decker Communications.

The product launch is a lot like a baseball game. We always strive for the home run but we often get the job done with singles and doubles.

Whether we’re coaching CEOs, sales reps or tech engineers, we start by helping them connect with their own audience. Here are three builds on what you’re probably already doing (or used to do but fell out of practice) to help you hit more homers.


Psst: I won’t give you a tutorial on the media landscape. If you’re reading this, you already know the value of blogs and understand the crazy amount of multi-platform content being generated.

And you’re probably reading it on your smartphone, so I’ll make this brief.

1. Dig Deeper

Be honest: Are you really familiar with a writer’s work? Do you know the outlet’s mission statement and promise to its audience? You must. Create listener-focused messages; dig deep in terms of what they need to hear, not just what you want to tell them.

The more you can personalize your pitch — considering the outlet, the writer and the audience — the more personalized it will feel and the more likely he/she will be to respond.

2. Inspire, Don’t Just Inform

When clients launch a new product, 99.9% of the time main message is: Buy now! But consider the bigger picture. How can your product inspire a new way of thinking or acting? Make your product part of a movement.

Our friends at Wonder Crew just finished a successful Kickstarter campaign to help launch a new line of dolls for boys. Their ask? Be part of a change that brings the power of friendship into the world of boys’ play. That’s a lot more inspiring than “buy this now.”

3. Don’t Underestimate Baby Steps

All this isn’t to say that you shouldn’t drive consumers to purchase; you must go for the ask.

But somewhere between “buy this” and “do nothing” are many smaller-yet-still-powerful steps your audience can take. Whether literal or figurative, this is your version of the sample, special offer, or guarantee. Remember to spend time educating when needed; this is perhaps the most critical baby step. Cablevision’s recent Freewheel launch, for example, started as a teaser campaign that left many people confused as to how the WiFi-only smartphone really worked.

As the world gets bigger, faster and crazier, it’s natural for us to strive to keep up. But when it comes to creating a product launch, force yourself to slow down and take the time to be more personal and thoughtful.

You’ll hit it out of the park.

Kelly_Headshot_114_websiteA keynote speaker, messaging expert and executive communication coach, Kelly Decker, president of Decker Communications, unlocks potential in senior leaders. Her new book, Communicate to Influence: How to Inspire Your Audience to Action was released this month.