Product Launches with Punch
You may be wondering if product launches work. Marketers ask this question all the time. Everyone knows how to do it, but is it still worth doing? Why?
It’s true that “standard” product launches are not as effective as they were a year ago. Despite that, product launches are as strong as ever.
To make a successful product launch now, you need to follow a formula. Let’s face it, all the low-hanging fruit has already been picked. But with this formula, created by Jeff Walker, you can have a successful product launch.
You may have heard of the Membership Site Bootcamp launch. Jeff was the quarterback for that launch (for which I wrote the copy), which created $1.7 million in the first week! So, yes, product launches are still an effective way to create a profit windfall!
I would encourage you to study the original Product Launch Formula at www.TheProductLaunchFormula.com. Even if you don’t intend to buy Jeff’s course, he gives away great content at his site. Don’t miss it.
Here are three tactics you can use to boost launch results:
Use a “reverse squeeze page”. This term was created by John Reese, I believe, and not too long ago at that. In this case, you offer free content before you ask for their opt-in information. As an example, you offer them a free article or video. At the end, advise clients that you will be creating more of the same. “If you’d like to get more videos absolutely free, fill in your name and e-mail address.” In this case, you give something to get something.
Give them your best material up front, for free. No, I’m not crazy. When I suggest this, the most common response is, “But if I give them my best stuff for free, there won’t be anything to sell them!” In fact, this is not a problem. The great copywriter Eugene Schwartz, author of Breakthrough Advertising, pioneered this method, and it works! He found that when you gave away something terrific, people’s perceived value of your other products increases. Readers think, “WOW! If this is what they give away for free, their other stuff must be incredible!” So what happens if they get into your site and find that your product isn’t as good as the stuff you gave away free? That’s when you benefit from the “Halo Effect”. People will be amazed by your great freebies, and so credit your saleable material as being better than it may actually be. It takes no manipulation on your part.
Give your sublist a strong, personal story to follow. Don’t give them e-mails that say, “Now, remember on Monday, I’ll be selling something. Be ready to buy it!” That’s not a story. Give them some personal tidbits, some insights into how your launch is going. Let them read e-mails and other feedback you’ve received, take them to blog posts, employ all the principals of influence that Jeff Walker teaches.
I definitely think you should get The Product Launch Formula, but also take these three tips I’ve given you and put them to work in your next product launch or mini-launch, and see if it doesn’t improve your conversions.
Last 5 posts by Ray Edwards
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