Well, there's marketing, then there's Internet marketing, search engine marketing, email marketing, viral marketing...and now there's product launch marketing.

Huh, what's that?

OK, first things first. It sounds cool, right? Like you're going to rocket yourself into the stratosphere of riches. Also, sounds like it's for new products because "launch" sounds like something at the beginning.

So let's get a few things straight. First of all, you can do a launch for any product or service. Even if it's been on sale for years. Call it a re-launch, or a rolling launch, or whatever - the point is a product launch is not just for new products.

In fact, you can use the launch strategy to solve all kinds of challenges in your business. Need traffic? Need to build a list? Need joint venture partners? Need positioning? You'll find the launch process bar none the best way to get people's attention and convert. And not just for a few minutes while they scan your sales letter. With a product launch, you have their attention for a week or more.

Just think what this kind of attention does to your conversions! Multiply by 10 and you have a pretty good idea. A week gives us product launch managers enough time to roll out over 20 different triggers that increase sales...before prospects even see the sales letter. No wonder conversions are so high. I used to guarantee business owners the standard 1% conversion rate for my sales letters. But when I do a launch, I can easily guarantee at least a 10% conversion rate.

Now, about the riches. You have basically two choices when it comes to selling your wares online. SEO together with paid advertising...or a product launch. One is painful and expensive with a marginal return on investment. The other is fun and highly lucrative.

During a launch, there is a building of anticipation via free content - teleseminars, videos, other digital content and (drum roll) email copy.

So, how do you ready yourself for a product launch? Job #1 is to build your list. OK, I know you've heard that one before. But what I want to point out is that you can and should start building your list before you even have your product. The sooner you build your list, the bigger your list will be on launch day and that means more sales.