what to do when a bigger guru steps in the way

[glasshalffull]

I'm launching a product in a non IM related industry and I just got word that a larger guru is launching the same week that I had planned and he's targeting a similar list of JV's to mine as he has all the big names already set to promote. 67 of the 157 affiliates I had on my list are supposedly promoting his product with his large contest. I will have a contest too but not with as many huge prizes.

He's a speaking guru who does seminars too, I'm not just someone who has been successful in the industry for 10 years but I don't have the glitz and glam yet.

I'm new to the product biz but not the industry and I my product's info is better than the last 3 huge launches in the last 2 months that were done by larger gurus for twice as much.

I can't compete with recognition but my product will be better and cheaper but I don't really have time to put this off either, any ideas on what I could consider doing instead of launching the same time?

Depending on the gurus price... if his price is really high $2k, I could come in a week after him with my $200 product. Could maybe try to cherry pick a few medium sized affiliates and do an exclusive launch giving them a higher commission to fine tune the sales system and marketing to hold me over for a month after the big guru launch so I can ramp up and get those affiliates I was gonna approach to promote.

any thoughts would be great, thanks

[Rob Toth]

Scheduling is important.

I (too often) compare the info-product launch scene to movie releases.

WHEN the movie releases will certainly impact sales. And what other movies release that same weekend (or around it) can seriously effect sales.

But, you'll never have a "perfect time" when your competitors aren't also trying to reach the same audience.

If it's a profitable market, others are also pitching on a regular basis. Whether it's an event based "launch" or just a regular promotion, your target market (in this case the affiliate list you're trying to reach) is being distracted by other similar offers.

If you already know that a large competitor ("guru") is soliciting those affiliates and you know which dates they are launching, the easiest solution would be to see if the following week (or 2-3 weeks out!) works better.

You probably spent weeks (if not months!) piecing together your product and your release strategy... going head to head with a bigger player isn't smart. You do it when you have to, but if you can avoid it, then switch your dates and delay the release.

In fact, I'd jump over to their JV blog and would Google their domain/aff links to find those who promoted his product (I'd do this with several related products as well)... then make sure your "pitch" to the affiliates is better.

How can you make an affiliate invitation better:
- communicate the benefits better (majority of merchants are lazy in how they present the aff opportunity)

- pay higher commissions (work out your numbers and see if you can do this)

- offer continuity (always attracts attention)

- pay your affiliates sooner (I don't know an affiliate who'd rather wait 6-8 weeks for their commissions vs. 7-days for 75% of their commissions... you'd keep a bit of a hold to protect yourself from refunds)

- make your communications more personal (send custom and thought-out emails, make scheduled phone calls)

- reciprocate ... offer them more than just the affiliate commission. How can you serve them?

Etc

Etc

But, again, I'd simply move the date of your launch to something a little more open. That said, you'll never have a perfect day to "launch". There's always something going on the uber-profitable and very profitable markets (such as "internet marketing").

[DonChristie]

I know its very late, and you probably have everything almost ready to push out, but why not react a few weeks later like what has been said.

I don't know the niche or product, but when I have promoted products online in the same niche but for different promoters, i address that the 1st Guru did BLAH BLAH BLAH and did it this way. But guru number two addressed the facts that Guru 1 did it differently because of Blah Blah Blah.

Although you might not make it huge due to another guy in the niche within the same period, at least you have a product out there that will no doubt sell for a few years to come.

I hope my comments have made sense.
All the best.
Don

[Anthony Buchalka]

Some good points.

Best not to go "head to head' with another launch with a similar product at the same time.

Try and create something unique (if possible) that your product will offer that the other marketer's will not offer.

It doesn't have to be something huge. Also try a different pricing strategy than the other launch which will help differentiate your product.

Good luck with it.

Anthony