Trends Exclusive Product Launch Slides

1. A Trends exclusive presentation by Nik Sharma (@mrsharma)
n@sharma.com or 917-905-2340

2. Who tf is Nik Sharma and what
does a product launch entail
What are the three-types of
media, and why they matter
Drop your questions in the
Zoom chat and we’ll go over it
at the end
Everything you need to make a
list of for launch day, as a DNB

3. WHO TF ARE YOU!Hi, I’m Nik. I’m 23, didn’t go to college, and I help brands design, plan, raise
money, and launch brands. Sometimes brands will also ask me to help them scale
their existing brand. Anyways, here are some of my current/past clients:

4. MY JOBOperating these brands in two main stages: pre-launch / DTC hyper-growth at Sharma Brands, Inc.
In recent cases, we’re in talks to acquire DTC/CPG brands as well, in case that’s interesting to you.
You can send pitches/brands to: acquisitions@sharmabrands.com

5. —WAYNE GRETSKY
“You miss 100% of the product launch opportunities you don’t
(properly plan and) take.:
—MICHAEL SCOTT
—NIK SHARMA

6. Balancing supply and demand at launch and in
the beginning stages of growth

7. @mrsharma 917-905-2340

9. The 3 types, and where to go for each type

14. ● Use Google and find every single person
writing about things in-line with what
you’re doing.
○ If they’re writing about stuff you’re
into, they’ll probably be into what
you’re doing.
○ Write everyone’s name down in a
spreadsheet.
● Google stalk all of them to find out contact
info (email, phone #, etc.) and what friends
you have in common.
○ Use tools like LinkedIn, Instagram,
etc. to find mutual connections.
● Try to get an intro, otherwise send a cold
email. You can usually guess their email
address based on where they’re working.
● Make a pitch. Be direct and don’t waste
time with many words. Write something
Sam Parr style.
Hi _____,
I’m launching a new brand on April 16th and I’d like to
give you a first look under embargo.
It’s called XXX and here are a few cool things about it:
Value prop 1
Value prop 2
Value prop 3
I’ve attached a one-sheeter on our brand. If you’re
interested in learning more about it, lmk - happy to send
more info and invite you to our launch event I’m hosting
at [venue] on [date].
Best,
@helena

15. Hi _____,
I’m Nik and I work at @ReadySetJudy, a company that
helps Americans be more prepared in natural disasters..
We just launched our newest product, The Safe, and I’d
love to send one to you on me. to see what you think of
it. It comes out on April 16th, but we’d love to send you
on ahead of time.
Lmk what you think
Nik
● Make a list of influencers that align with your
brand, not because they have followers or you
like their content, but because their
values/goals/ethics align with what your brand
stands for.
○ Start making a spreadsheet. Make
columns for name, @handle, address,
tracking #, post (yes/no), verified
(yes/no), coupon code, URL, & notes.
● Put together a small DM and email (they can be
the same) to send to them.
● If you want them to make a video, give them an
influencer cheat sheet.
● Use the tracker to track the influencer’s progress
with your brand, and also make notes on which
ones over-index with engagement — those are
the ones you want to do more with.

16. As the brand, you want to give them some tips:
● How to film (lighting, sound, etc.)
● What value props to hit & why
● How to package up the video & send it back

19. ● It gives you more touchpoints to your consumers
○ newsletter
○ events
○ sharable content
● It becomes great content to keep your brand top
of mind with customers (especially if you sell a
consumable product).
● When you drive paid traffic to good content, the
CPC is much cheaper (~$0.03/click) than sending
traffic straight to a landing page ($2-4/click).
● You own the whole funnel (and have an addressable
retargeting audience that you build along the way).
○ This becomes useful when you crack the
ability to create highly shareable content.
● It let’s you tell your own narrative/story but still
in a third-person tone of voice.

21. ● In addition to all your normal email flows you
have going, you want to have some awesome
product launch emails queued up.
○ Use videos, GIFs, press logos (if you can),
etc.
○ Your copy and creative should give your
email recipient everything they would
need to go brag to their best friends
about YOU and your brand.
● If you’re launching to an existing customer base
with over 100,000 emails, then focus on
segmenting your customers by their LTV to score
bigger checkouts where you can.

25. 3 main channels:
If not advertising, at least the
Measure tool

27. Creative is your main focus: photos, videos, and copy
Good rule of thumb numbers for creative:
● Prospecting
○ 5-8 DR-focused product videos (unboxing, comparisons, highlighting with copy, etc.)
○ 2-3 lifestyle videos (more human focus)
○ 2-3 influencer/UGC style videos
■ Ideally run these through the influencer’s accounts
○ Long-form content
■ Sponsored content
● Retargeting
○ 1-2 still images highlighting offer in the image itself
○ 2-4 videos (variations of the prospecting videos, but calls out the pricing/offer earlier)
● Copy
○ Give the consumer the bullet points to brag to their friends
○ Sell them the benefit of your product, what they get out of it, not the product
■ People who focus on the product have to constantly discount their products to earn
sales

31. Creative is your main focus: copy & landing pages
You have three main types of search ads you can run: branded, non-branded, and conquesting.
Branded = going after your own brand. If you are JUDY, you’re bidding for JUDY, JUDY Kit, etc.
Non-branded = going after terms related to your brand/products. I.e. - Emergency kit, preparedness kit, etc.
Conquesting = going after your competitors. If you’re hims, you’re bidding on Roman, and vise-versa.
For launch day, focus on setting up branded search ads for your product.
Focus on the product and keywords around it, as it relates to your brand.
Drive your search prospects to a landing page that’s heavily conversion focused. Search is a high-intent
channel, versus Facebook, which may require some more customer nurturing.

32. Creative is your main focus: copy
For your copy, cram as many value props as you can into your copy.
Be efficient of the extra real estate you get with search (extensions) and smart with the character limit of
copy.
Pro tip - include a coupon code in your headline. A lot of times you will register conversions (you can
attribute with the coupon code) and sometimes they don’t click. You also save the delta between your
discount and whatever you would pay an affiliate site that would’ve provided a coupon code.

33. Creative is your main focus: copy

34. Creative is your main focus: landing page
This is now where the ball is fully in your court to close the deal. You made your pitch on Google or they’ve
heard good things, which is why they searched you in the first place.
On your landing page, you need to create a page that answers every question they have, before they have
the question in the first place. Think about if you are an assistant to an a-list celebrity, you have to be 2
steps ahead of them.
Formats: hero page (next slide), listicles, comparicles, quizzes, etc.

36. Creative is your main focus: landing page
Hero landing page general flow:
Hero
Press bar / brag bar
First section of value props
Quote/Value add/Payment plan section
Shop section
Second section of value props
Press logos
Third section of value props
Content from influencer/media co
Shop
Quote
Footer
JUDY Landing Page

38. ACE Model
Audiences Creative Experiences
● Soulcycle’rs
● Tech bros
● Uber drivers
● Stay-at-home
moms
● Frequent
travelers
● Creative 1
● Creative 2
● Creative 3
● Creative 4
● Creative 5
● $50 AOV Bundle
Hero
● Flagship listacle
● Subscription
bundle push
● Guess your flavor
quiz

39. Create MVP Content At Scale
Soulcycle’rs
Tech Bros
Uber Drivers
Stay-at-home
Moms
Frequent
Travelers
HYP
A
HYP
B
HYP
C
HYP
A
HYP
D
HYP
E
HYPF
HYP
E
HYP
G

40. Find Momentum
HYP
A
HYP
B
HYP
C
HYP
A
HYP
D
HYP
E
HYPF
HYP
E
HYP
G
Soulcycle’rs
Tech Bros
Uber Drivers
Stay-at-home
Moms
Frequent
Travelers

41. Scale & Keep Testing MVP Content
Tech Bros +
Frequent
Travelers
Stay-at-home
Moms
Soulcycle’rs +
Uber Drivers
HYP
C
HYP
E
HYP
G
...
...
...
...
...
...
Keep creating content to continue testing
current and new hypothesis

42. The Field
The Old
Game
The New Game

43. The must-haves for a digital product.

44. review platform - Yotpo
analytics - Glew.io
customer data - Measure by Quantcast
loyalty program - swell by Yotpo
post-purchase order tracking - aftership
sms - PostScript
community - Facebook Groups/IG Close Friends
commerce - Shopify (Plus)
email - Klaviyo
credit - BREX / Clearbanc
product feed - Feednomics
cx - Zendesk

45. ● Website
○ Essential pages
■ Homepage
■ Collections
■ Product Pages
■ About Us
■ Contact Us/Support
■ Shipping/Refund Policy (req’d for Google)
○ Landing Pages
■ Paid Social
● Largest TAM offer
■ Paid Search
● Lower-funnel focused
● Conquest against competitors
○ Necessary apps/integrations
● SMS Platform
○ Build community
■ “Sommelier of”
○ Transact commerce
■ Cross-sell/up-sell opportunities
■ Subscription
● Publishing Platform
○ Editorial
○ Data/Commerce

46. If you thought this was helpful, I send out
tips/tricks on my Community.
To join, text 917-905-2340 and say hey!