- by Rory Ramsden
A typical product launch sequence contains 5 videos designed to deliver the maximum value to your prospects and get them ready to buy your stuff but there’s one more killer tactic in your arsenal and we’re going to look at that day. First, please note that nowhere in your videos should you indulge in old style heavy sales tactics. They are unnecessary, tacky and instantly trigger people’s flight mechanism.
Here ta quick reminder of the role of those 5 pre-launch events:
#1. Show People the Opportunity
#2. Educate them
#3. Show them what it feels like to own the solution to their problem
#4. The Fireside chat in which you answer the most important objections
#5. The Video Sales Letter
Every single one of these 5 videos is tightly structured and scripted. Not a second is wasted on fluff.
There are 3 components.
- Each one teaches – so that is the discovery of new information that, despite the forces ranged against them, will show them the way through their constraints
- Then empowers people to put that new-found knowledge into action and by so doing change their circumstances. You must articulate what it means to have the power
- And finally gives them the freedom to think about how adopting the techniques you’ve taught them will lead to a better life. You’ve got to tell them that not only do they have the power, but here’s what they can do.
The Key Point is… Your prospect does not know what success looks like. Your job is to not only teach them how to be successful with those videos, but also make sure they understand what it will be like to be successful with those videos.
OK… Let’s get to the point. This the final part of your launch sequence. It comes on the last day that your shopping cart is open for business. This tactic is quite new but is being used more and more. The purpose is to engage your audience by staging a live event which will builds a sense of community surrounding you and your product and provide a ton of social proof. It’s also an authority play, which allows you to feature people – recognized authorities and previous clients – who have had tremendous success using the system you teach.
Essentially you want people to feel the freedom that taking action will deliver; feel the power that they will gain and feel a sense of belonging to the community that they will join.
Here’s an example: Andy Jenkins did a Boss-a-thon. Jeff Walker did a PLF-a-thon and Glazer-Kennedy did a webcast for their DNA Game Changer launch. You can do one too. You don’t have to have some fancy set, film crew and all. LIVE webinars work too… and they are less expensive too.
Ultimately these events create a feeling of excitement – its contagious – because they’re live, there’s no net, so the customer or the prospect, the person watching, really gets an unvarnished and uncensored look at you. It’s really just you with friends hanging out; being you; answering questions put by the audience; giving great value and talking about the product from time-to-time.
Remember to monitor your shopping cart and talk about new customers as they come on board. This is tremendous social proof…
Another spin-off benefit is the echo effect these events create when people tweet or post on their social media platforms. Their friends see what’s going on and get drawn in too. Andy reported that, on his 3 day Boss-a-Thon sales were higher than on other days including the last day where the sales numbers were larger than the first day of sales numbers. And these were significant sales, we’re talking $1M pay days.
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