About Steven AitchisonThe process of a product launch
Today I thought it would be a good idea to show you what goes into a product launch. How to Become an Advanced Early Riser will be launched on the 13th October 2010 and here’s the story behind this, it’s exhausting, but the buzz and stress (eustress that is 
) that I get from this is amazing.
How it started
Back in June/July this year I had a total flop of a launch with the ‘Alter Your Jacket’ program, I wrote about this on 5 Lessons Learned From a Failed Product Launch . As soon as I realised it was a flop I picked myself right back up and looked at everything I could on launches and bought a great ebook from Naomi Dunford and Dave Navarro called ‘How to Launch the F*** out of your eBook’ (aff link), in fact I didn’t buy anything else after reading this.
At the beginning of July I emailed out the CYT subscribers, and asked them what type of product they would like written, and what would be most beneficial. I offered a list of 8 products I had in mind, and left an option open to suggest their own product.
An overwhelming majority voted for 2 products, each getting around 25% of the votes. That was from about 260 people who replied to the email. I looked at the two most popular ones and decided to go with How to Become an Advanced Early Riser’.
The process of writing
Once I found out what my readers were looking for, I then researched the market using Google, forums, Q&A boards like yahoo answers, and scientific research. I was particularly interested in the topic as I am used to getting around 5 hours of sleep every night and have done for years.
After about 2 weeks of researching and writing a very rough outline of the book, I emailed the CYT readers again to ask for any questions they might have on this topic. Again a good response led me to believe the product was going to be a good one. Once I had the questions a lot of people were asking about this, I then could plan my chapters (modules) for the book.
I started writing at the beginning of August, and kept writing and tweaking until the beginning of September. I had around 16,000 words written and just needed it proofread. Again, a few readers stepped up and volunteered for this, which I am truly grateful for.
A lot of the questions I received were about getting up without an alarm clock, so I decided I would write another guide called ‘Ditch the Alarm Clock and Wake up Naturally’. So I wrote around 4,000 words and turned it into a PDF guide. Again, I get up without an alarm clock and found this fairly easy to write.
Recording some audio
There are 4 audio downloads that goes with the program, for relaxation and meditation. I have 4 of them recorded and cleaned them up using Audacity.
Finding a designer
Once I was totally satisfied with the two guides I had written, I then set about looking for a PDF designer to make the books look professional.
I found a fantastic designer by the name of Charlie Pabst, who designed ‘Upgrade Reality’ from Dirk de Bruin who recommended him. I sent Charlie over some old ebooks to re-design. I loved what he sent back and asked him to design all the ebooks I had, five of them.
Building a site
The next task was to build a new website to house all the new ebooks, and hopefully that would be the site that launches into a fully fledged business. You can see it here at www.cytguides.com (no live buying links yet)
I found a template from ThemeForest.com and set about designing the site to my liking ,and writing the copy for all five sales pages. My copywriting skills are worse than useless, so I wrote it in my own style, but gleaning inspiration from the likes of Chris Guillebeau.
Ongoing process
The site is almost completed, but there are still pages to add: thank you pages, squeeze pages, partner pages, etc so it is an ongoing process.
Then there are email autoresponders to set up, which has now been done. So the site is almost complete.
Partner Program
The next thing to look at is how to promote the new guide and the new site. I gathered a list of 118 friends and bloggers who I thought would be a great match for the product and have sent out an individual email in the last few days to them all.
The partner program will be hosted by e-junkie.com as it seems to be the easiest and the cheapest out there just now, and partners can sign up straight away.
Exciting stuff
I plan on doing a pre-launch whereby I tell visitors to the site about the product, or offer them something related to the product in exchange for an email address. This is about building a list of visitors interested in the product to engage with them, in the hope that they will buy the product or buy a product in the future, as long as I offer quality information, so it’s a win-win situation, if done from a genuine place this is great marketing.
One of the readers had written to me with an idea saying she would like to see others who get up early and read a bit about them. I thought this was a brilliant idea and have written to Leo Babauta, James Chartrand, Chris Garrett, Liz Strauss, Dawn Breslin, who have all agreed to an email interview about being an early riser (Leo and Chris have already written theirs). I have written to another 20 or so high profile bloggers and authors for an email interview. Once all the interviews are in, it will be turned into an ebook and offered as a bonus for signing up to the new site. This is a win-win, as the ebook will hopefully go viral and the interviews will have links to all the authors sites and products, so hopefully some new fans for the bloggers and new subscribers for me.
What’s left to do?
There’s always something that needs to be done, but right now I am working on the email interviews ebook. Next I will be doing a video which is answering readers questions about being an early riser. There’s still a few pages and tweaks to be done and it will be ready for pre-launching on the 11th October and launching in full on the 13th October.
I hope that gives you a little insight into what goes on behind the scenes of a relatively small product launch, I can only imagine what goes into the big launches from the likes of Frank Kern, Jeff Walker and Eben Pagan.
As always, I would love your thoughts and experiences about product launches.
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Hi Steve,
It’s fascinating to observe a product launch from inception to present. It seems to be an enjoyable yet challenging process. Being an early riser (between 4:30 and 5:00 each day) I can appreciate your early bird tendencies.
Thanks for sharing your experience and all the best with your launch
Ryan
Ryan Biddulph recently posted..Do You Suffer from the Debilitating Disease Known as SIS
Hi Ryan, I think your comment was lost in spam, apologies for that and I am glad I checked the spam folder before deleting.
Thanks for your comments and you best wishes for the launch.
Hi Steven
Great article. I launched an ebook a few years ago and now have it as part of a course – Dare to Dream online. What you’re saying here is great and reminds me of where I still have some work to do.
I look forward to your ebook, it sounds great.
Best wishes
Sean
Sean M Kelly recently posted..Why must we do what we Love
Thanks Sean, I am glad this gave you some reminders.
Hi Steve! Wonderful information. I’ve wondering about how to go about launching a product and here is your article. I’m not close any launch of mine yet but I usually like doing some research on my next steps. Thanks for the ebook tip also. I’ll definitely check it out.
You made it sound easy with everything laid out like that. Thanks for sharing with us your failures and your successes. I truly appreciate it! Loving blessings!
Andrea DeBell – britetalk recently posted..The Sexy Art of Touch
Hi Andrea. I am glad you enjoyed the article and hopefully it’s a start to help you launching your product.
I have to be honest and say it’s not easy, but when you see it laid out step by step it makes it look and feel so much easier. I know the launch after this will be a lot easier because of the previous ones I have done and the lessons learned from each.
Thanks for sharing this story with us Steven, and for the frank way you disclose your previous experience and then build on that positively to keep moving forward. It’s a powerful message as to how to overcome and even benefit from disappointment, as well as the valuable product launch information you’ve shared.
Claire – Gratitude Connection recently posted..Today Im grateful for
Hi Claire, good to see you here again. Thanks for your kind words, I appreciate them.
Hi Steve,
Great article with very useful and practical information. I had no idea that a product launch was so complicated! Thank you for the education. I’m looking forward to your launch!
Angela Artemis recently posted..Do You Know What Your Pet Wants
Thanks Angela, I appreciate your comments. When you initially think about a launch it can be really overwhelming, and a lot of people decide not to do one. However when you have a plan it is easier, but no less stressful
Wow Steven. You’ve been quite a busy guy over the last couple of months. I admire your ambition and determination. I’m sure your new site and the e-books you’re offering will be an unbelievable success. Love and best wishes to you.
Nea | Self Improvement Saga recently posted..75 Ways to Show Love in Relationships
Hi Nea, thanks for your comment and your best wishes, I appreciate it.
Thanks, Steven, that’s useful stuff as I contemplate my own next launch. I think the partnering is what really makes it work.
Mike Reeves-McMillan recently posted..Help Me Find Personal Development Caviar
Hi Mike. The partnering is key to the whole launch, however there’ll be more work to do after the launch to keep momentum going.
Interesting information about how to launch a new product. And I hope very soon I would able to launch some products.
The information provided is greatly helpful. Thanks for sharing it.
Jacob
jacob recently posted..Love of mother
Thanks for your comment Jacob, I appreciate it.
Hi Steve,
This is an excellent outline for a product launch. Thank you for writing it in such detail as well as sharing your creative ideas on the project too. I wish you well with the launch.
Sandra Lee recently posted..The true meaning of Zen Hint- it’s not a habit
Hi Sandra, thanks for your best wishes. I always appreciate your support in all that I am doing.
Dearest Steven,
How awesome! I love how freely you are sharing all that is needed for a product launch. I have been thinking about the best way to launch my upcoming ebook too. The pointers and your experience here will help me immensely.
Lots of love and positive thoughts coming your way, for a supremely successful Launch.
Hugs,
Z~
Zeenat{Positive Provocations} recently posted..A Celebration- An Announcement & 33 Spiritual Laws of Happiness
Hi Zeenat, great to see you over here. Thanks for the comment and positive thoughts.
Anything I can do to help your launch please let me know.
This is an excellent account of how to get a product launch moving.
It’s also great to learn how you’ve changed a product that didn’t work into something that has more chance of succeeding.
There’s a lot of good advice in this post about both issues.
Thank you.
MA
Margaret Adams recently posted..Create a virtual business card
Hi Margaret, thanks for your comments, I really appreciate them.
Hi, Steven! Really interesting to read this whole process. Thanks for this! Very helpful and informative.
Roman Soluk recently posted..Why should you avoid flirting at work
Hi Roman, thanks for your support, both for the product and the blog. Also thanks for the testimonial you sent, I have just replied to your email just now.
Steven, what a great story! Thank you for sharing, it’s really informative! I have some basic plans for my first launch, I’m thinking of a mini-launch to test the waters. It’s great to hear stories like yours to motivate me and help me go in the right direction.
Stacy recently posted..12 Business Success Tips From Todd Falcone
Hi Stacy, glad this article could help you in some way.
hello steve,
how are you?
it’s great to read an update of the projects that you’ve been working on.
a question always hovers round my head, how you create time out of no time to do this and believe me when i say i am truly inspired and challenged by everything you do.
you are also providing us(well me in this case) useful tips on how to work on my product launch when the time comes
take care and enjoy the rest of the day.
ayo recently posted..30 Tips For Dealing With Control Freaks
Hey Ayo. Thanks for your comments. I think, with regards to the time comment, it is a combination of getting up early and being focused.
Glad this has helped you in some way for your own launch.
Steven, I love your persistence, tough work ethic, and modeling how you learned from a failed product launch. You’re leading the way for me, blazing the trail, since I hope to do something similar. Thanks for the great information, and I wish you the absolute best on your new products!
Steve-Personal Success Factors recently posted..Discover My Top 11 Motivation Books of All Time
Hi Steve, thanks for your comments and your best wishes. I hope you have a successful launch when it comes, let me know if I can help.
Hi Steve,
This is a great step-by-step look at the process I’ve been circling around for over 9 months now. Mostly it’s the challenge of finding extra time to commit to all that writing and organizing (in addition to my paid content writing jobs and keeping up with my 2 young kids!) I’ve always been an early riser – the only quiet time to get things done – but with so much on my plate right now, I’m finding it increasingly more difficult to wake up naturally the way I always used to do so easily. I’d love to read that ebook about the successful early risers to get some inspiration and insight. Kudos to you for taking the bull by the horns and getting your launch done – I’m impressed, you make it seem so easy!
HI Tisha. Thanks for your comments on this. I’m not going to lie, It’s not easy doing a launch, but it can be made easier with a blueprint and it’s something I’ll explore as another product for the future if this one is successful
What’s stopping you aside from the commitments just now? I’d love to help you get over being stuck.
wow you write very quickly…i’m inspired! thank you for sharing the labor (and excitement!!) that goes into each product launch. i would love to know more about your daily routine, how you stay disciplined when working for yourself, and how you set deadlines for yourself. thanks!
The real L.A. love story. recently posted..The 5 Cornerstones to Eternal Happiness
Hi Artemis. Thanks for your kind words.
On being disciplined, I work best when there is a deadline and add some fear factors to the deadline. With this launch there are so many people who have helped, with interviews, by being an affiliate and supporting in general – the fear factors are letting them down, looking foolish and losing trust, which are quite powerful motivating factors. It’s quite stressful, but with a large dose of excitement and anticipation.
It’s also useful to have an exact plan and list of EVERYTHING you need to do in the launch and put a timescale on them, and keep adding to it as you’re going through the process.
Wonderful insight depth and honesty in your process for this new venture and your experiences in the past. You show that discipline is the deliverer and networking strengthens opportunities.
I tried to visit cytguides.com but got an error…is it not live yet?
Rise early, enjoy the sun. Make the most of every day.
Hi Trudy, thanks for your comments.
I’ve checked out cytguides.com and all is working okay, however there should be no live links to buy just now as it’s not released until October 13th.
Very useful information for a newbie like me. Still time for me to launch a product but learning is on. Wish you all the best for your product.
Vandana recently posted..5 Things to learn from life!
Hi Vandana, I am glad you found this useful, good luck with your launch when it comes.
Hi Steven,
This is awesome information you so freely share. I know this will be a success it’s a great topic. I imagine all unemployed people could even use it. I think it’s easy to get into a rut of sleeping in when you’re at a loss of what to do with your life.
Wishing you the best, as always! Tess
Hi Tess. It is very easy to get into that rut, especially if you have nothing to motivate you to get up.
Always a pleasure reading your posts Steve. You could write an article about collecting 13th century Mongolian teapots and I’d enjoy reading it — because you come from that “genuine place” you mention.
Your ebook will be out Oct. 13 you say? That’s when I think my own first ebook will be out all being well. I want to finish re-doing my site a bit before I offer it and I’m still working on getting things set up at aweber. Hope you can feel my hand of friendship across the miles…
Christopher Foster recently posted..Trust your own being and be free
Hi Chris, thanks for your kind words. Actually I have written a post on mongolian teapots
I always feel your friendship Chris and it’s great to know you’re behind me.
Great information there Steven! I think you summarize very well in one of your anwers to the comments, it´s about taking it step by step.
The material sounds very interesting since I would need some tips on becoming an early riser
Good Luck!
A very interesting read, Steven and I learned a lot from the article. Sorry to hear about the flop of Alter Your Jacket since I know how excited you were about that product. I’m sure that even though it didn’t go as expected that you learned tons and can now learn from your lessons in this launch. It definitely sounds like you did all the right things this time around and that you listened to what your readers want. Good luck on launch day!
Karen recently posted..The Victim Myth
Hi Steve,
Hope everything is well. This is really interesting and I hope that you will be able to share with us your results and finding. Keep us updated
Cheers
Vincent
Vincent recently posted..2010 Goals Update- I Completed A Half Marathon And 3 More Months To My Full Marathon
I think it’s great you took a customer-driven approach. In an over-loaded world, push approaches just aren’t as effective as responding to demand … and a little empathy goes a long way in figuring out the appetite.
J.D. Meier recently posted..Getting Results the Agile Way is Now Available in Print
Hi Steve,
It’s the first time I could read about a product launch done by someone else. Usually you see only the end result and don’t know what needed to be done in order to launch it. It’s good to know that no matter what your expert field is you must follow the same path. Thank you for sharing this and I hope you will reach your goals.
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