How can you create an exclusive pre-launch offer with your value proposition?

1 Define your value proposition

Your value proposition is the core message that explains how your product solves a problem, delivers a benefit, or satisfies a need for your customers. It should be clear, concise, and relevant to your market segment. To define your value proposition, you need to understand your customer's pain points, goals, and motivations, as well as your product's features, advantages, and differentiators. You can use tools like the value proposition canvas or the lean canvas to map out these elements and create a hypothesis for your value proposition.

2 Identify your pre-launch goals

Before you create your pre-launch offer, you need to have a clear idea of what you want to achieve with it. Do you want to build an email list, get feedback, test your product-market fit, or generate revenue? Your goals will influence the type, format, and content of your offer, as well as the metrics you will use to measure its success. For example, if your goal is to build an email list, you might offer a free ebook, a webinar, or a discount coupon in exchange for an email address. If your goal is to get feedback, you might offer a beta access, a survey, or a consultation in exchange for an honest review.

3 Choose your offer type

There are various pre-launch offers you can use to attract and engage your prospects, depending on your product, market, and goals. Early bird offers are a limited-time discount or bonus for the first customers who sign up or purchase your product. This creates a sense of urgency and exclusivity while rewarding early adopters. Waitlist programs allow you to segment and nurture leads based on interest and behavior. Referral programs incentivize prospects to share your product with others in exchange for a reward, leveraging word-of-mouth marketing. Contests give prospects a chance to win a prize related to your product or niche, creating excitement and encouraging participation.

4 Align your offer with your value proposition

Your pre-launch offer should not be a random or generic incentive that has nothing to do with your product or value proposition. It should be relevant, valuable, and consistent with your core message and brand identity. Your offer should showcase the benefits and outcomes of your product, not just the features and functions. It should also highlight what makes your product unique and different from your competitors, and why your prospects should choose you over them. Your offer should communicate how your product can help your prospects achieve their goals, overcome their challenges, or satisfy their needs.

5 Craft a compelling copy

Your copy should be clear, concise, and compelling in order to persuade prospects to take action. It should grab their attention with a catchy headline that summarizes your offer and value proposition, spark their interest with a subheadline or bullet point that elaborates on the offer and value proposition, create their desire with a testimonial, case study, or social proof that demonstrates your product's credibility and effectiveness, and prompt their action with a call-to-action that tells them what to do next, how to do it, and why to do it now. This is all part of the AIDA formula: Attention, Interest, Desire, and Action.

6 Test and optimize your offer

Your pre-launch offer is not a one-time event, but a continuous process of testing, learning, and improving. You should monitor and measure the performance of your offer, using tools like Google Analytics, email marketing software, or landing page builders. You should track metrics like traffic, conversions, referrals, feedback, or revenue, depending on your goals. You should also experiment with different variations of your offer, such as the headline, the copy, the design, the offer type, or the reward, and see what works best for your audience. You should use tools like A/B testing, surveys, or interviews to collect and analyze data, and make data-driven decisions to optimize your offer.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?