13 Ways To Create Hype During Your Product Launch

product launch

The biggest challenge coming into a product launch can be: where do you start? 

Let’s start with the most important lesson: you need to have a plan. If you’re going to launch a new product, you need to make sure you have a successful launch strategy in place.

There is nothing more frustrating than spending countless hours on a new product, only to find that the launch fails.

Sadly, according to Entrepreneur, 72 percent of new products fail to meet revenue targets. Even more, according to the Insights Association, 60% of new product launch ideas never even make it to market. Of the 40% that do, only 60% are able to generate enough revenue to become commercially viable. Other studies found that between 30% and 80% of new products fail, depending on the industry.

I know this stats are pretty scary, but you shouldn’t let them stop you from putting your new product out into the world.

And if you apply the advice in this article, you will have a successful product launch.

1. Explain why your product changes lives

It doesn’t matter how big or small that change is. Return to your original plans and discussions about the product and rediscover the reasons it now exists. It has to be something noticeable, beneficial and to genuinely change the lives of its target audience.

Your new product should eliminate an older way of doing something while offering a new, creative and easier way of achieving the same goal.

Once you acknowledge why your product changes lives, you can start your preliminary advertising by honestly describing just that. Talking about what makes your product unique can bring you in the spotlight.

2. Show what issue it solves and how

“Are you fed up with….?”

“But wait! There’s More!”

“Don’t you hate it when…?”

“Are you frustrated with…?”

I’m sure you’ve heard this before, either in TV commercials or radio commercials. As overused as it might sound, the formula used by those commercials is great for building buzz about a product before its launch.

First, it describes the struggles to accomplish an everyday task. Begin your ad copies and social media campaigns by identifying the problem. And then, just leave them hanging.

Repeat the problem identification message for a period of time. Now, you’re generating curiosity. After a little while, turn it into something more positive. Demonstrate how your product solves the issue.

3. Promote through influencer marketing

Before your launch day, make a list of everyone you can think of who would be even slightly interested in your product. The more people you can reach out to personally, the better chance you have of amplifying your reach.

All you need is someone who isn’t employed by your business, but who has used the product and felt the benefits. Your influencer could simply be a customer with whom you’ve been testing beta versions of the product. Once you have that person, they will do the talking leading up the product launch for you.

If you have current users, tell them about your new product and ask them to help spread the word. You’ve been good to them, they will be good to you.

If your product is ready to go but hasn’t reached its launch date yet, then you should contact bloggers who reach people in your target market. Make the product available to them free of charge in exchange for a review or feedback.

You should send each of them a personal note explaining what you’re launching, why you’re excited about it, and thanking them for anything they can do to help spread the word.

Why is this so important? Because your audience is less likely to be convinces by good salespeople and far more likely to be influenced by such influencers.

4. Create a share-worthy landing page

Make sure you create a dedicated landing page for the new product. Ultimately, you want people to visit it.

To make this happen, you need to create a compelling and engaging page that’s worth sharing.

Check this article to learn more about creating the perfect landing page.

5. Create anticipation

Humans like suspense. It’s why film trailers are so popular. They create the hype we crave. Let’s be honest, the best products are the ones we’re excited about before they arrive.

You can get inspiration from this and do the same with your email marketing campaigns for the product launch. Don’t say everything at once, instead drip feed the features.

Tease with tightly-cropped photography. Use short, suggestive sentences that hint to something, without actually saying it.

To drive this kind of anticipation, you need to use some carefully crafted strategies:

  • Take pre-orders.

This is a great way to drive excitement and sales before your product is even available. Apple is the undisputed the best out there at pre-launch product buzz. 

If you’re launching any kind of physical product, you should start taking pre-orders before it’s available for purchase. This way you’re creating a wave of enthusiasm that’s sure to generate a lot of buzz.

When you do that, you’ll find that excited customers will be lining up before the doors even open on launch day because they want to be among the first people to get your product. 

  • Build a wait list.

To have a successful launch, you need to create exclusivity. People want what they can’t have. 

By creating a wait list, you prevent people from signing up whenever they want. It also creates a sense of excitement when the program finally opens up.

  • Start with a beta release.

If you have a software product, it’s a very smart move to start with a closed beta release.

Just think about it, you can get a set of people to test the product before you release it to the world. This helps you remove bugs and prepare it for market.

Most importantly, you can make sure everyone knows it’s only available for a few people. This builds anticipation for when the beta opens to the general public.

  • Hold a countdown to the launch date.

As you get closer to the launch date, you need to provide a constant reminder so everyone knows when to expect the product to be available. Be on top of their minds at all times.

To do this, use a countdown. It’s a simple way to keep people engaged without constantly promoting what you have to sell.

6. Tease with suspense

This is a great way to build excitement and create customer enthusiasm. At the same time, you’re not giving away your innovations. Keep your audience on their toes with the following tips:

  • Use secrecy about the product
  • Show behind-the-scenes content

7. Launch a contest for early adopters

Just like the wait list, this is a great way to spur excitement around a product and guarantee some early sales. It also helps you build a community around your product, test marketing strategies, and validate your pricing.

Early adopters are willing to pay for something before anyone else. Even if a product is new and untested, amazing marketing will make them reach for their wallet. The sense of scarcity works in your favor if you give limited discounts to people who buy early.

A small discount or retail voucher might be all you need to get people in early and make the undecided say “yes”. Make your audience feel special and encourage them to share the invitation with friends and family.

8. Use crowdfunding

With crowdfunding, you’re creating an audience that’s interested in your product. Even if you have all the money you need for the launch, you should still use crowdfunding to create hype. Those people will take to social media to talk about the fact that they’ve contributed to your launch and spread the word.

The idea is simple, you’re giving away prizes to people who offer money. Make sure those prizes are useful and that they promote your brand. Moreover, you better make them sell because there’s nothing less appealing than a crowdfunding campaign with $0 pledged.

9. Post your launch announcement on the right platforms

Hire someone to write a professional press release and distribute it to newswires. Your article should tease your product without offering too many spoilers.

You might have journalists calling you and asking for more information about your product. Give the right information and get free advertising in their media outlets when they publish the story.

Plus, with your ideal customer profile, you already know where the right people for your product launch hang out. Tailor announcements for each specific platform to let your audience what you’re up to during the pre-launch stage.

10. Let social media take it viral

There’s a reason most big product launches use social media nowadays. According to Unbounce, social media is a great way to target relevant communities.

Here are a few ways to do that:

  • Create viral quizzes.

Everyone loves quizzes on social media. Create a personalized quiz showing how different users can adapt your product to their own needs.

  • Design an online game.

A simple game can draw attention and make your product more shareable.

  • Hold giveaways and contests.

Give away something basic, perhaps even the product you’re going to sell. People will want to share this to earn whatever you have to offer.

  • Create branded hashtags.

If you’ll be using Twitter or Instagram to launch your product, make sure to create a branded hashtag.

  • Let users generate their own content to share.

User-generated content is a great way to get people to share your product with their friends via their own content.

11. Host a webinar, AMA, or other event to get people involved

Getting customers involved in your launch is one of the quickest ways to create hype.

Webinars and AMAs  (ask me anything) are low cost and drive organic shares. At a webinar you can run current and prospective clients through the product. Or host an AMA on a relevant platform where you can engage directly with your users.

Make your product launch a big deal and the excitement will surely rub off on your audience.

12. Declare your milestones

Take the opportunity to brag about your milestones and provide social proof at the same time. You could announce a variety of events and turn them into something worth knowing.

Find specific platforms where you’d like to announce what you’re doing, and make it something people would want to share.

For example, let people know when you receive your first 100 pre-orders and tweet the big news. Then, tweet out a similar message when you have 500 orders, 1,000 orders, 5,000 orders, and so on.

By doing so you’ll create a snowball effect. People will buzz about your product because you continuously give them reasons.

13. Promote with content

  • Appear as a guest on podcasts.

Look for audiences that are interested in the product or genre of product, and present a compelling story behind what you’re selling.

Smaller podcasts have a more engaged audience. In consequence, this targeting might provide a better result.

  • Guest blogging

When you appear on someone else’s blog, you show that you have valuable content to provide. Use your guest posts to talk about product, but also to provide contextual backlinks to your own blog. This  tackles SEO as well as product promotion.

Make sure you link everything to a landing page about the product you’re launching!


Product launches are no piece of cake.

Thankfully, you can leverage human emotion to create suspense and boost sales during product launch. We’re bound to worry about the two birds in the bush rather than the bird in hand.

Instead of focusing solely on product development, use this strategy in your product launch and create a conversation with the audience. 

It’s indeed possible to effectively promote your product launch without spending all your marketing budget. And the great part is you only need an email list of a few hundred to start getting some results and data about your approach.  

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