Key Takeaways:
• Launching a new product is risky—but it doesn’t have to be reckless.
• The biggest launch failures come from ignoring direct response fundamentals.
• “Scientific” or “accountable” marketing minimizes cost and maximizes control.
• Integrated, multichannel strategies outperform single-channel launches.
• The same principles work in good economies and bad ones.
• Following a proven checklist dramatically improves your odds of success.
Launching a new product can be fun and profitable…
Or it can be a heartbreaking experience.
The difference usually comes down to one thing.
There is a little-known secret to minimizing your risk and maximizing your return.
That secret is simple but not easy.
Follow the proven direct response marketing rules.
This becomes even more critical during times of:
• Economic uncertainty
• Market volatility
• Increased competition
• Budget pressures
When you follow these rules—often called scientific or accountable advertising—you:
• Minimize wasted spending
• Maximize response and profitability
• Always know what’s working (and what isn’t)
That’s how we’ve helped marketers successfully launch new products and businesses for decades.
From that experience, we created a 7-point checklist to successfully launch a product or service.
Yes even in a recession.
Before walking through the checklist, let me show you a few real-world examples.
Proof This Works—Even in Tough Times
Using these principles, companies like TheStreet.com, Whole Botanics, and Immune Systems succeeded during economic uncertainty and downturns.
Example #1: TheStreet.com
TheStreet.com wanted to launch new premium investment products.
They came to me for help from my direct response ad agency, Creative Direct Marketing Group.
It was the middle of a bad stock market and an economic downturn, making it hard to get and retain subscribers.
After extensive discussions and brainstorming, we recommended launching premium investment newsletters based on TheStreet.com’s most popular columnists.
We used:
• Long-form landing pages
• Email marketing
• Digital advertising
Everything was designed to test and measure cost per sale.
Everything was accountable.
The copy focused on:
• The brilliance of each newsletter writer
• Their unique investment approach
• Real success stories and testimonials
The result?
Sales exceeded expectations by more than 350%.
Example #2: Whole Botanics
We used the same principles to launch a new CBD oil brand during a time of rocky economic news.
Whole Botanics offered a CBD oil designed to help people alleviate pain without the harsh side effects or addiction risks of pharmaceuticals.
The challenge?
The CBD market was crowded and noisy.
To break through, we implemented an integrated, multichannel launch, including a two-phase direct mail campaign.
• Phase One: A carefully crafted direct mail package with a sales letter and supporting elements
• Phase Two: Digital follow-up to the same prospects using email, Facebook, and Google ads
This increased response and generated profitable online sales, all while maintaining tight control over costs.
Example #3: Immune Systems
Immune Systems began as an idea—and a dream.
When we first spoke with the owner, it was still just that.
This was during a weak economy, when many companies were pulling back.
Using direct response principles, we helped turn Immune Systems into a multimillion-dollar business.
From kitchen-table beginnings, it grew into one of the largest health newsletters and supplement companies in America.
Despite:
• Recessions
• Market crashes
• Intense competition
• Rapid technological change
The business grew because it followed the same proven rules.
So, what did these three have in common? The following checklist:
The 7-Point Direct Response Marketing Checklist To Successfully Launch a New Product
Step #1: Know Your Target Audience
The foundation of any successful launch is deep audience understanding.
You must know:
• Their hopes
• Their fears
• Their frustrations
• What keeps them up at night
This includes using advanced strategies like:
• Transactional Data Modeling (TDM)
• Look-alike audience modeling
• Behavioral targeting
Guessing is expensive.
Knowing is profitable.
Step #2: Decide on the Most Accountable and Effective Media
Today’s marketing options are endless.
That’s the problem.
You must choose media that allows you to:
• Tell the full story
• Track response
• Measure ROI
For most clients today, this means a targeted, integrated, multichannel approach, often including:
• Email
• Facebook and social platforms
• Google search and display
• CTV (Connected TV)
• Pre-roll video
• Postal direct mail
All directed to the same prospects, reinforcing the message.
And today Answer engine Optimization (AEO) is no longer optional.
Today’s marketing environment, it is absolutely critical that every campaign includes Answer Engine Optimization (AEO).
AEO ensures that your content is structured, written, and optimized so that AI-driven answer engines—not just traditional search—can find, understand, and recommend your brand.
Why this matters:
• Prospects are no longer just “searching”—they’re asking questions
• AI platforms decide which brands get visibility
• If your message isn’t optimized for answers, you become invisible
This applies across every medium:
• Direct mail landing pages
• Email follow-ups
• CTV and video campaigns
• Digital ads and content hubs
AEO helps generate:
• New prospects
• Higher-quality leads
• More qualified clients
Ignoring AEO today is like ignoring SEO twenty years ago.
Step #3: Create a Powerful Direct Response Offer
Your offer can make—or break—the launch.
Ask yourself, “What does the prospect get?”
• A discount?
• Savings?
• A premium?
• A guarantee?
In times of economic pressure, the offer becomes even more critical.
Step #4: Use Only Direct Response Copy and Art
Every piece of marketing must follow direct response rules.
That includes:
• Copy
• Design
• Layout
• Eye flow
Many campaigns fail because they rely on editorial, traditional advertising or branding copy—not response-driven communication.
Direct response copy pulls.
Branding copy just sits there.
Step #5: Define Your USP, Positioning, and Branding
Success requires clarity in three areas:
• USP: What makes your offer different?
• Positioning: How does it fit better than alternatives?
• Branding: Familiarity reduces friction and speeds decisions
Confusion kills response.
Clarity sells.
Step #6: Be Preemptive
What objections will prospects raise?
Price?
Timing?
Risk?
Trust?
Identify objections before they stop the sale—and address them head-on.
This includes clearly explaining:
• Why buying now matters
• Why waiting costs more
• Why your solution is safer
Step #7: Test, Test, and Test Again
In any new launch, testing is non-negotiable.
Test:
• Media
• Copy
• Offers
Then apply analytics so everything is accountable.
Testing removes emotion from decisions.
Data replaces opinion.
Launching a new product can be exhilarating.
Or devastating.
Following direct response principles dramatically reduces your risk—and increases profitability.
Action:
If you’re planning a new product launch, call Michael at 615-933-4647
or email him at [email protected] to discuss how this checklist can be applied to your business.
Most of the 124 awards CDMG has won are for successful product launches.
We know what works.
We know how to reduce your risk and create a success…
We know how to help you.
FAQs:
Does this checklist still work today?
Yes. The principles are timeless, even as technology changes.
Is this only for large companies?
No. In fact, smaller companies often benefit the most.
Why is accountability so important?
Because what gets measured gets improved—and scaled.
Where does AEO fit into all of this?
AEO ensures your message is found, trusted, and recommended by AI-driven platforms—now and in the future.
Can CDMG help customize this checklist for my product, service and industry?
Absolutely. Every market has nuances that can be leveraged.
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.
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Why CDMG?
- Proven Success: 120 prestigious awards in 2024 alone.
- Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
- Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
- Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories.
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We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more!
Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies.
Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success.
Let’s discuss your marketing challenges and give you a second opinion.
Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].
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