If you have a following, email list, or any group behind you that believes in you, there are several ways to market your products or services these days. I'm sure you've already heard of the high-ticket perpetual traffic model using Facebook Ads, but let's not forget about product launches.
You see product launches can have a significant impact to your business. You can generate some serious results if you set it all up right. Now I have a friend that works very closely with Jeff Walker who has asked me numerous times how we do our product launches.
Since Jeff is the originator of the Product Launch Formula, I need to give him credit for the initial idea. He's sort of the God Father of this process. However, this process works really well if you're an influencer, have a list or trying to grow a list and really want to scale up your marketing efforts.
The product Launch strategy that I will show you follows a similar format to Jeff's except has a very different spin. Now, our version is fairly aggressive, but will generate massive sales for your pipeline. I'm going to give you the entire strategy up front. This varies tremendously from a slower Facebook ad testing method and this goes in for the sale immediately once the launch opens.
Once the launch is live, we are also selling on the thank you page. We want the customer to experience an event when they go through the process.
Keep in mind, these things take planning, strategy, patience and a lot of work. But, if you nail it and your audience resonates with the product, you can easily hit 6-8 figures in revenue. It all depends on how many eyeballs you get on the landing pages. Furthermore, this also trains your audience to understand that you don't mess around with sales. Once a sale starts, it's time to buy, and once a sale ends, it's time to consume. There is no in between. I'm not saying you can't sell anything else while you're in between launches, but you should be very careful what you are promoting and how.
Before we dive in, let's go over what kind of products launches work well with:
- Digital Product
- Physical Product/eCommerce
- Live Events
There are many options here, but my favorite of course is a digital product. There really is no overhead.
If you notice the most popular launches that are live events are usually concerts and festivals. Some festivals generate millions in revenue because they only occur one time a year and tickets sell out fast. So you need to act fast. This is true scarcity. Effectively, this is the same model we try to replicate with digital products or those that don't have an inventory. We try to emulate true scarcity by “closing our doors” to new prospects. This will leave them more attentive for the next time you decide to do a product launch so they don't miss their opportunity.
Before I can begin this tutorial, it's very important that you have a visual representation of what we are doing to look at. The diagram can be downloaded by clicking here.
There are some rules you have to follow for a successful launch. It's very important that you stick to these rules and do not break the habit.
We've been doing product launches for years now and what I'm going to show you is the strategy that we've been using for our client who is an influencer and has a massive personal brand.
Refrain from doing any kind of promotions, especially Flash Sales at least 3 months before the launch.
We've found that the best launches occur when there is pure value delivered to your audience leading up to a launch. It's very important that you don't promote another product during this period to not confuse your audience. Remember, we are dealing with people here. And most of the time the attention span of these people is super limited so we need to make sure that they have our full attention when we need them to.
The product price should be something that is relatively attainable for most people on your list.
This price should be set and committed to for the duration of the launch, and the price should increase back to the original price after the launch. It is very important that you set the pricing back to “normal” after you have completed the launch cycle, otherwise it can break trust with users. This means no more flash sales for this launch.
It's very important to provide value before, during and after the launch. At all times, your followers come to you because you have some relatively valuable content to share. This is why they come to you in the first place. So make sure you provide tons of value throughout the process.
Thank You Page (this page has to talk about what's going to happen and indicate that they are welcome to the community and you are very happy to have them as a part of your community. Then a timer will reveal the content to show them the download on the next page.
Without further adieu let's begin. There are multiple components to a product launch: Pre Launch, Post Launch, Nurturing. These three phases happen in order and cannot be skipped.
The prelaunch phase is a traffic gathering phase. This is when you send your traffic to your lead magnet, or opt in form. Traffic can come from a variety of places, but should be consistent. The message across all your advertising channels must be consistent during this phase.
Opt In Offer
It all starts here. This is where the magic begins. There is no “rule” as to which offer you should have here.
Of the ones that work really well, are of course lead magnets or white papers. Free, easy to consume pieces of content that you can send to your prospect via email. The rule here is that they have to be short and easy to consume. No more than 1-2 pages total. Nothing crazy, just a very short piece of value content that really addresses the current pains of the user. Something that would make the audience cringe when they read it and say “wow, that's me” to themselves. You need to make the offer irresistible.
For all the following options, they need to be short, concise and provide tremendous value to your user. This is part of indoctrination. You need to show them who you are and of course address their biggest problem at the current moment. And you need to do so without revealing too much. A “Hero's” journey would be good here.
Other options include
- Free Webinar/presentation
- Assessment/survey – highlighting the problem at the conclusion
- Free gift
All of these options need to convey the value of your brand and solving an immediate pain of your prospect. Honestly, don't think too hard on this, just ask your audience what is their single most biggest pain. Then you can start identifying what each step of the funnel should be.
BEFORE Sending the user the item that they opted in to receive, it's best practice to send them to an email whitelist page where they have instructions on how to “whitelist” your email. This protects your sending reputation throughout the process.
Thank You Page
The thank you page explains what is going to happen in the next couple weeks. What journey the user is going to go on and how they will interact with you. And most importantly, this thanks them for being a part of your community and introduces your brand to your potential customer.
This is where the user can download or access their free guide that you sent them. It also encourages them to share the lead magnet page on their social media accounts. This allows for the potential for you to get a boost of traffic and a bit of a feedback loop created by your fans.
There are 2 parts to the this and the next 2 components of the launch. There is an email and a landing page.
The Big Idea email describes the misconceptions and high level strategies that people have tried and failed with. You showcase all the “current” knowledge about a process and explain how it is dead wrong. Then you explain a strategy that you have found is personally valuable to you.
Something like the “Key” or “magic bullet” (even though there is none). Most of the time people just want to be told there is a solution to their problem, and it's more attainable and easier than they think, not necessarily how to fix it.
Your goal here is to pour salt on the wound so to speak. You showcase the problem, agitate the problem by showing them how they've been wrong about everything they know and it's time to clear out their mind and then showing them that YOU and ONLY YOU have the solution they need to fix their problem.
Then we need to show the people by leveraging the strategy they will get the same results you got. You will finally be freed from the trap.
This is a classic hero's journey style landing page. There needs to be a video and a landing page with copy that showcases the same process.
Now that the user understand the high-level understanding of the strategy, it's time to show them how. Not necessarily reveal all your process, but you need to show them a live example of why your process out competes the current mindset. This happens by either doing a screen share demo, or by literally demonstrating the process on camera. You provide several examples, but leave loose ends untied so the users get excited, but still leave with that “wow ” factor.
They need to understand that the process is not only achievable for you, but also for them and anybody else who follows your process. This is a very important step. You need to make them realize that this is attainable for the common person. It's not out of reach and let me show you. Kind of how I'm showing you how product launches work. The mechanics behind them aren't very complicated, but there are a lot of moving parts that all need to sync up in order for you to achieve massive results.
This is where you showcase a live case study of someone who has followed this path and seen massive results from your advice. This page is a major case study that you present as well as tons of testimonials from your former or current students who have listened to you and gained something from your teachings. This is the social proof page. It explains that you are serious, and that a lot of people acheived incredible results, just by following your simple process that you outlined in your two previous emails/videos/landing pages.
The more case studies the better. Imagine how impactful and exciting something would be if you had several dozen case studies all ready to be viewed by the person on the other end. Basically, we create the mantra in the user's mind to say “how can I not buy?”
At this point, the user fully understands what is going on and should be indoctrinated into your brand. If you have done this right, the user is already curious and probably has their credit card out ready to buy. However, we want one more day of value. The prelaunch portion of the launch is a simple landing page that goes over the process. You announce that tomorrow is the day that you open the doors and start accepting people into the limited offer. You only have room for a couple hundred students/customers and the person needs to make a quick decision if this is going to be right for them.
The video goes over the offer and below the video you can also display the offer. You can include additional bonuses, but they will not be revealed. The bonuses will be hidden by a question mark instead. The bonuses are only revealed to those who visit the sales page the following day. Always make sure you mention it'll be worth it. You want to leave open comments on the bottom of the page as well so the users can discuss the excitement.
This portion of the prelaunch phase simply generates tons of additional interest to those who are already interested. You will be on their mind constantly at this point. This is also the first time the users will be exposed to a countdown timer. The timer is simply going to countdown to the next day when the cart will open.
The following headlines are going to be the launch emails. I will go over each email on each day of the sequence. The sequence lasts 7 days and there is a daily email sent out. The last day there are 2 emails sent out. You can increase frequency of the emails by sending to those who did not open the previous email. We've noticed the more emails we send, the more sales we generate. Yes, you will have unsubscribes and spams, but those are the people you don't want on your list anyway. They opted in to get something for free and then complain about the emails they receive. Those are not your customers.
This is the most important page in this entire process. You need to have a really optimized sales page. We've tracked our statistics and our sales page conversion rate is from 4.5-5%. A video and description of benefits, pains and schemas are all important elements on the opening section of the page. I won't go into too much details on the sales page, you can contact me for that.
On the bottom, there should be a timer that indicates when the sale ends as well. The offer MUST expire.
The order of these emails can be shifted to optimize for your campaigns. They are just suggestions.
All links go to the sales page.
This email states the offer details again. You go over the benefits, results and features of the offer (in that order). A typical headline for this email is “Cart Live”. Something simple because you have already warmed your audience up.
As shown in the case study, and hopefully again on the landing page, this time we are delivering the testimonials via email. You share the top 3 testimonials you have received and relate back to the problem. Remember, we are trying to expose the problem and provide the solution for it.
This email focuses on the bonuses the user will receive. Focus on the value and selling the bonuses. It should outline each line item in addition to the main offer that the customer will receive. These bonuses should be presented at full retail as well as the discounted price (free) to create the value.
This email asks the user if they will regret their inaction. Will they regret not doing anything? It outlines the scenario for them that would happen if they don't take you up on this offer. Will you regret not working with me? Well, then your product launch may fail and you'll get minimal results as compared to what I can do for you. If you don't take me up on this offer, then you'll just continue doing what you've been doing that hasn't generated massive results for you. Isn't it time you try something new?
Something like this tone will generate that “sinking feeling” in the gut of the user. We want to aggravate the problem here.
This email tells the user that you promise to them that they are making the best decision. Here, we also congratulate them on taking the decision (if they click the link). Explain you know how they feel and you've been in their shoes before. It's normal. But that's why you are here to remedy the situation by promising that this is all worth it for them.
You can also include your guarantee here. You can explain your money back guarantee or product guarantee.
This is the day before the close of the launch. Say something like “Last Chance” or “Closing Soon”. This email indicates that the end is near and although you've had a great run, it's time to end this fiasco and bring the sales to a close. Thank all the people involved again and encourage them to buy if they are on the fence or needed to think about it. You have a guarantee anyway as stated in the previous email, so they should take you up on the offer.
This is sent the following day after Scarcity 1. The headline is “Ends Today” or “Ends…” or “Ending…”. This is the last day of the sale so encourage them to buy. Reiterate what they get, bonuses, testimonials and all the benefits once more. Tell them what happens if they miss out (that you close your doors forever). This deal isn't just sitting around indefinitely. This is the end of the road.
Sent 2 hours before the end of the sale. This is the last announcement and final announcement. Again, restate the benefits, and what happens if the user is paralyzed by inaction. If they do not take you up on your offer, the game is over and you won't get another reminder email. I like to use the headline “2 Hours Left” or “Final Warning”.
Once the last email is sent out and the timer hits 0, you must redirect your users to the post-sales page. The post sale page states that they missed the event and stay tuned for one in the future. Offer them an email opt in for a waiting list for the next event. It's very important to stand your ground here. You will receive countless emails from users who “missed the sale” because of other commitments. You need to reiterate that this is an exclusive party and they missed it. There are timers that do this automatically for you. Oh well, see you next time. If you're not desperate, they will be even more loyal to you at this point.
A way we generate an extra 25-30% extra revenue is through our upsell flow. This flow is really designed to capitalize on buyers in the moment of their purchase by offering them a ONE TIME OFFER (OTO). These offers should have their own sales page and have the OTO capability. There is a multitude of software you can find that offers this. There isn't a single solution. The most important is that it offers a single click upsell credit card transaction.
No matter where the user drops off in the funnel, you should continuously market the product that they dropped off at. For example, if they drop off at OTO 1 then market OTO 1 to them via email and via retargeting campaigns. Sync up all your advertising for the offer that the user didn't buy if they started the transaction. If they didn't buy anything, retarget with the sales page during the sales portion of the launch.
Facebook Ads & Google Ads
Your Facebook ads should follow the same pattern as the emails. You should setup custom retargeting audiences based on who visited what page and then setup the ads accordingly. They should be consistent with your message. At the end of the launch, you can send the users to the post purchase page in order to get some highly-engaged low cost leads. Learn more about how to start your facebook ads here.
Thank You Page
Once the user hits the final thank you page after they complete the entire funnel, sell additional product as cross sells on the thank you page. Have you noticed yet? Never stop selling. Once the user is in the funnel, continuously sell them additional products and services.
Once this process takes place and you have concluded your launch, let's not waste all this effort. You can still use all your front end opt ins for an evergreen launch model. This launch can easily be evergreened and automated creating a nice baseline revenue on autopilot for your business. Since you put all the work in building it, there is no point in letting that disappear. However, there is a lot to link up in your evergreen model, but we'll save that for a different time.
This is similar how I link up my eCommerce email campaigns.
At this point you should have a very clear understanding of what goes into a product launch. Our team has developed a cohesive system that keeps everything all in one place on one dashboard. This is from landing pages, to sales, to product delivery, to advertising, to unlimited upsells and downsells. No, this is not commercially available, but we use this system for our clients who are interested in product launches. This is a fully managed solution where you don't have to juggle accounts and glue things together. It's all remains on a singular ecosystem. The only caveat is that you need an Active Campaign account.
Once setup, the only thing we have left to do is modify the landing pages and emails to fit your audience and content.
This tutorial was designed so you know exactly how we manage our product launches and you know exactly how to do this for your own business. From a timing perspective, I recommend allocating at least 30 days of preparation before committing to a launch. There is quite a bit of planning that goes into these things.
If you are interested in running your own product launch, click here to become a client.
If you have questions or comments please add them to the comments section below and I will do my best to answer all of them.
Thanks for reading!