Marketing

How to craft product launch announcements like you’re Richard Branson

When you’ve got a big product launch, you want your customers and prospects to pay attention. Prepare yourself with this checklist.

Employee advocacy messaging about the launch

Whether you choose to invest in a wire announcement or just put the announcement on your website, your employees will be some of the best distribution channels you have.

Leverage your employees' social media for a successful product launch
Leverage your employees’ social media for a successful product launch

The average Twitter user has over 700 followers. So even a small team of employees can have a massive impact. If you’re on your own as a solopreneur, crafting “employee advocacy messaging” will be helpful for sharing on your personal social networks, as well.

The key behind employee advocacy messaging is that it helps you take advantage of word-of-mouth marketing (getting your message out to more people because someone shares it with their social networks). Since 92% of people believe suggestions from friends and family more than they do traditional advertising, according to Nielsen, word-of-mouth marketing is a powerful way to get your message out.

When creating employee advocacy messaging for your announcement, follow this framework:

  • Focus on impact – what benefits do people get from your product launch?
  • Make it social – keep the message exciting, short, and shareable on major social networks
  • Customize for different platforms – Facebook is more casual, Twitter is more pointed and conversational, and LinkedIn is more professional

Once you’ve created your messaging, be sure to share it with your team as part of your internal email announcing the change.

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