- by Rory Ramsden
Framing your product launchfor your audience is one idea that is very important. It is equally so to educate your joint venture partners and affiliates. Yes, they want to know how much money they are going to make based on your stats and also what prizes are on offer in your JV competition but also they need to know – if they are going to do a good job for you – the context of your whole launch campaign too.
In my post yesterday, we talked about the necessity of getting your core audience’s fear synapses popping by framing your whole launch in the context of a major current event. You want to educate your JVs and affiliates into centering their communications on that major trauma and the impact that it will have on the lives of the people on their lists. In fact you want to run a second ‘stimulation campaign‘ but this time direct it at your promotional partners.
You want to label current thinking and current events, not the person. It’s not about you. You need to say… ‘This is the state of our community… This is the threat… This is why this launch is a big deal’. And you need to deliver new understanding, new thinking and the power/freedom to sell the visit, to click the link.
That’s why your affiliates need to be in the right frame of mind when they arrive on the ‘affiliate partner site’. The one you have created for your product launch. They should already see you as the authority figure and be ready to promote your launch to their people in this context. They should be ready to learn then earn
We’ve all deleted bad examples of affiliate emails like this…
“Hey there, I tried sending this link to you earlier, but didn’t hear back: http://so-and-so.com/recommends
You have less than 24 hours to take advantage of this AMAZING deal. My friend is giving away $1,191 for JUST $1 today… He’s a REALLY GOOD GUY. http://so-and-so.com/recommends
P.S. Seriously, if you haven’t seen this, you need to at least take a look. The offer he’s putting out there is simply AMAZING”
That’s the sort of email that you absolutely don’t want your partners to be sending. I mean, what’s it all about? It doesn’t incite any sense of curiosity. It doesn’t tell you why it’s relevant to you. It just assumes you are an opportunity seeker – there are plenty around after all – who will want something because ‘his friend is a really good guy‘
It’s lazy. It offers no value. It’s insults people’s intelligence and it wastes everyone’s time. And, worst of all, it doesn’t work. But what it does do is to stimulate the neurological fight or flight behavior that is in us all. Mice react in a very similar way to humans. When a mouse is confronted with an opportunity, like a piece of cheese, it will do just about anything to get it even chew through your baseboards.
But if they see a threat like a cat, they will just be like, ‘I’m out of here, I’ve got to get away from that thing, because if I don’t it’s going to have me for lunch’ and again it’ll do all in its power to escape.
So in your marketing to your JVs, you have to focus on making sure you always show the cheese, the benefits. They want to know what’s in it for them. They also need to be able to identify with you and your ideals, your vision in fact, before they can communicate with their people in the way you want them to. Because what they say says something about them and just as importantly something about you too. To your prospects, it’s an outward sign of who you really are and how much respect you have for them deep down.
It’s all to do with the limbic part of our brains. That’s the part that feels emotion and makes gut decisions. You know sometimes you hold back from doing something ‘Because it doesn’t feel right’ That’s your limbic brain at work.
Your partners have to ‘feel’ right about you and your launch before making the ultimate decision… whether to promote for you. Your product launch is all about building trust, integrity and authority by using social proof, your track record and community with them as well as your prospects. Two different marketing campaigns with the same aims but focused on two different constituencies.
The minute one of them uses a lame email that just says ‘My friend is great’ their people instantly ‘get’ it. They are not dumb. They know that a sales pitch is coming. Their flight mechanism kicks in and they are gone.
So instead of doing that, what you really want to do is to get them to talk about your vision, then give their people something that is really useful to them like this…
“Hey [name], If you could do x and y, what impact would than have on your life? Here are three tactics that will help you do just that. There’s bullet point one, one tactic. Here’s bullet point two, another tacit, and here’s bullet point three. And here’s how you can do this. Here’s this idea, and this idea, and this idea.
And now, in this training video, at whatever time – whether you’re sending them to a live event, or it’s available now – you can see a perfect example of how to do this. Click here.”
It’s a simple formula that originally came from legendary copywriter John Carlton.
- What if you could do this
- Here’s what I got
- Here’s how you can do it too
- And here’s what to do next…
It’s customer centric. It gives value. It teaches and it’s about the benefits. It’s pure cheese. You’re just giving away something that the user will really really appreciate and be thankful for.
His flight behavior is suspended. The barriers are lifted because there is something in it for them. They are ready and willing to find out more. There’s no selling involved. There’s no hype either. All you have to do is talk intelligently about what your product will do for your prospect and provide the proof.
And that’s one of the genius things about a product launch. You simply turn your long copy sales letter on its side and deliver it over a week or 10 days. You talk about your vision. And how you stumbled across this simple solution to an age-old problem. Your prospects have time to get to know you. They get comfortable and prove to themselves that what your saying works. Every time it does, the excitement mounts along with your credibility.
There’s no need for any heavy-handed sales tactics. All you need to do is show them what it feels like when they have put your complete system in place. Here are the advantages and from them come these benefits. Go and experience them for yourself
It’s the ultimate way for a non-sales person to sell without being seen to sell, if you see what I mean. You will feel comfortable because you will be congruent with the process. Of course there is a little bit of selling at the end but actually, what you’re really saying is “If you want what this product does then go here and get your copy” Your prospects will be so primed by then that they really will be almost begging you to tell them what they have to do to buy it.
If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now