- by Rory Ramsden
Yesterday, I talked about the importance of starting with the WHY before moving on to the WHAT when creating your launch story and I promised to write about the power of telling your personal story during your product launch but before I do so, I just want to cover one other secret reason why everyone buys but few marketers talk about.
It can really be your ticket to multiplying how profitable, how big, how successful your business can be. And also accelerate how fast you get to your goals. It comes direct from the mouth of one of my mentors, Rich Schefren who if you don’t know is considered to be the guru to the gurus of direct response marketing.
And it’s this…
He does a lot of work with Agora Publishing, the behemoth in online publishing so he gets insights into what works and what doesn’t that very few others get access to, so make sure that you take special note of these two quotes…
The first one he focuses on comes from Porter Stansberry who runs the largest division of Agora – Stansberry & Associates. His division has grown to nine figures in a very short period of time. That’s over $100 million dollars. Thanks to his division alone, Agora will break $600 million this year.
“People buy for emotional reasons, but those emotional reasons never get fully satisfied”
That’s important. Once you know what a buyer has bought in the past, you have a pretty good idea of what they will buy in the future. It’s why having a buyers list is 15 times more valuable than having a prospect list.
So for example, if you are an avid reader and consume a lot of books. You are never satisfied. You are always in the market to buy more and more books. Rich certainly is. He’s even developed a process whereby he distills each book he reads into the a few pages of the critical facts. It’s important in his line of work. He’s a business coach after all so has to stay up to date on the latest thinking so he can synthesize it for his clients.
But this is not the only reason. Here’s the second. It’s a good one but what really drives him is the emotional baggage that he carries around. He’s not alone there. We all have some. Everyone has something to prove if only to himself. It’s what we are insecure about. So for example, if your parents told you that you’d never make it in business. You’d feel hurt but you’d also set out to prove them wrong in any way you could. Buying a lot of business books might just be a physical manifestation of that hurt that, no matter what, could never be satisfied.
As Rich says “Well if that’s the case, there is no book that’s ever going to fill that emotional need. There’s never going to be a book that I buy, read, and say… Ah ha! Now I’m smart! I don’t have to buy any more books ever again.”
It’s that emotional need that never gets satisfied that a marketer can tap into time and time again. When you are drafting your product launch story, it’s important to tap into your prospects emotional needs. They may be a mirror of your own but putting your finger on them is like touching a raw nerve. Hitting these psychological triggers stirs those long hidden insecurities, and moves your prospects to take action.
But first you have to take away their feelings of guilt. The guilt derived from not having found the solution to their problem. The guilt instilled in them long ago by their parents or by a school bully. It’s not their fault that someone pushed their own insecurities onto them. It’s not their fault that they haven’t ‘cracked the code’ and the best way to demonstrate this is by telling your own story.
I’m a lot like you. I am searching for the key to the door behind which a multiple six figure online income lies. I may be further down that road than you but that does not mean that I don’t suffer the same insecurities and frustrations as you do. I do. We are all constantly struggling to keep up with the ever evolving web. The distractions. The offers that are just too good to be true. The new shiny object syndrome. We are all struggling to stay productive and make the best use of our time. It’s par for the course.
The key is not to constantly look for new opportunities. The key is to have a strategy. A vision of your over all objective.
A favorite saying in the marines – No, I have never been in the marines – is that ‘No plan ever survives first contact with the enemy‘ and so their commanders make it very clear what the overall objective is and WHY – There’s that word again – So in the heat of the battle, the men on the ground can instantly make a decision ‘on the fly’ that helps everyone achieve that goal.
A plan is linear. It’s one dimensional. A strategy is three dimensional. It’s fluid. It allows you to adapt and optimize as you go. That’s why a product launch can never be fully planned in advance. You have to adapt your pre-launch sequence, your copy, your online events and your offer as you go depending on the feedback you are getting and the questions being asked. Monitoring the whole process, sometimes across different time zones, is essential.
This process is nothing without a soul. That soul is your personal story. It is your launch story. Only by showing that you are subject to the same human frailties as everyone else will you be seen as ‘real’. As someone your prospects can identify with. As someone who genuinely wants to help. Your words are transformed from pixels on a page into messages that resonate with your audience. They come from your soul. They speak of your passion. They show the way to others. They come from YOU…
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