In addition to conversation being great for guiding you on what product to create and guiding you on what to do in your launch, it’s also a great trigger in pulling people into your Product Launch Formula 3.

Reciprocity is the idea that if you give something to someone they’ll want to give something back to you. This works really well in a launch situation because generally we’re giving out some amount of pre-launch content. By giving solid good content it does a lot of things. It gives you proof. It gives you authority, but it also gives you reciprocity, because you’re giving lots of great stuff. People will want to give back to you.

This is something – a surprise or unexpectedness or novelty – that’s something that will make your idea very memorable for people. It will cut through the fog and grab people’s attention if you can surprise them or do something unexpected. Likeability is real simple. If people like you it’s going to be easier to influence them. So how can you be likeable? There are lots of ways to be likeable. Giving stuff to people is one; reciprocity; just revelation of self, telling people a little bit about yourself; writing or communicating in a way that’s just very personable. The thing you want to avoid is the corporate voice. You never want to be corporate at all. Credibility is closely related to proof and it’s closely related to authority. Credibility is basically being credible, being believable. There are lots of ways to do that as well. One of them is by a damaging admission. It’s death if you pretend you’re perfect. You don’t want to be perfect. You want to have flaws. You want to show your flaws. Show your flaws and maybe your product’s flaws that might be minor. Then when they look at everything else, it looks that much more believable.

Celebrity is being interesting. In many markets having some amount of celebrity is very, very good. People love celebrities. It doesn’t mean you’re on the cover of magazines or you’re on TV. If you’re in the knitting market and you’re a celebrity, it is probably very, very different than if you’re a rock star and you’re a celebrity. It’s being known. This goes along with authority. Certainly being a celebrity gives you authority. You definitely want to be interesting because if you’re going to be doing a launch, you’re trying to capture people’s attention, and being interesting is a way to do it.