- by Rory Ramsden
Okay, now you know how to put your product launch in to a larger context, prep our JVs and affiliatesand have two valuable ways to build momentum, it’s time for the ‘wake-up call’ or as Jeff Walker likes to call it, the ‘shot across the bows’.
This is that first email to your launch list announcing your first pre-launch event with a powerful headline. It’s the #1 message in your first sequence of emails. Each event will have one in the lead up and possibly 2 or more post sequences. That’s not counting the sequences and the swipe copy you will send your promotional partners
So let’s look at the structure of your pre-launch. Your goal is to identify 3 different elements – one for each of the following videos – about your offer to present to your the prospects and begin the process of engaging them in your launch conversation.
#1 Pre-Launch Video – This is about the opportunity that you want to deliver. The delivery mechanism you choose is optional. A lot of people are doing it with video now but you could equally well do this with a series of webinars. The message will be the same whichever and it’s all about a clear and ever-present threat to your market. This is explains why you are communicating with your people, right now. You are making them aware that within this threat there lies an opportunity. An opportunity to ‘get the jump’ on the competition.
Here’s an example of what I mean… I don’t know if you watched the Video Boss launch but the premise that Andy Jenkins set out was this
- Now is a perfect time to look at video marketing
- Technology has made easier and less expensive
- Video is being ranked in the search engines quickly
- Video is boosting conversions
- Video Marketing is not just for big brands any more
At the same time, there is another threat, this time unspoken, which is “If you don’t get on to this now, you may get left behind” Ignoring this opportunity could have a serious impact on the future health of their business.
#2 Pre-Launch Video – This is about education… or how to take advantage of the opportunity. This is where you tell people exactly how to successfully do what they would be doing if they owned your product.
For example, in the second Video Boss video, Andy showed people how to make a simple video without using expensive equipment or complicated editing software. From that tremendous free information, anyone could go away and make one themselves… immediately. Your audience gets excited when you move the free line like this because they get results there and then.
And at the same time, it has a second very powerful effect and this is that it builds their belief and respect in and for you. They see you as a likeable guy because you are giving your audience something that they really want with no thought of recompense. They are moving closer to their goal too. They want to know more. They look forward to your 3rd pre-launch event. [ I’ll cover this in my next post]
Those that take action comment on your launch blog ” Hey, thanks for that powerful tip. I tried it and it works like gangbusters … Wow… Really looking forward to your next video, you rock” for instance. This is social proof pure and simple which you want to leverage in the next event. If it’s a webinar just take some screen shots of the comments and use them ion your slides.
It doesn’t matter where you start on your journey to a one million dollar launch, by giving results in advance like this your prospects bond with you, identify with you and see you as someone that they would like to do business with… Even if they cannot afford to buy right now, what you have taught them will enable to take action, get results, get paid and be ready for your next product launch.
f 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