Some of you may or may not have noticed the build up around Jeff Walker’s Product Launch Formula over the past 4 weeks. Every blogger and his uncle seems to be a JW affiliate, so the bonus offers have been coming thick and fast.
I never had the intention of buying the PLF, but what I have been doing is watching everything that Jeff has been putting out over the last month, and there’s a lot of content there.
So I’m going to summarize here what I’ve picked up from Jeff’s launch process, and hopefully it will help anyone out there who wants to launch a product but can’t afford the $1997 price tag of PLF 2.
Sideways
The first we need to do is differentiate between an old style launch, and a new style one.
In the old style we would create a whopping big sales page, get some traffic to it, and let it do it’s stuff.
The new way is to turn the sales letter on it’s side, and turn it into a serial spread over 2, 4, 6 weeks or longer.
The main advantage to this is that your sales pitch is effectively broken up into bite size chunks that your prospect can digest. Because who really reads the whole of a sales page anyway?
Free Content
During this sideways process, you need to giveaway content to keep people hooked in, and to provide proof that your product or service works. Video is the key medium at the moment, but it could just as easily be free reports. The more people hear what you can do, and what your product will do for them, the more they will come to trust you. And ultimately, the more they trust, the more likely they are to buy.
Social Proof
This is where you show people that others are using your product successfully, or that you are having lots of interest in your new product. If people think that others have bought it or are interested, they will be more comfortable buying it themselves.
Mental Triggers
Throw in mental triggers like scarcity, time limits and price increases in the right places to give people that extra nudge to buy.
Offer
Finally get to the offer and guarantee. Hopefully by this stage you will have built up some good anticipation, and people will be banging your door down to buy this thing.
List Building
Throughout this whole process, you will have also been building a list. Get your traffic organically, PPC or through affiliates, and make sure you grab that e-mail address. They might not buy this time, but what about next time? As they say, having a list is like money in the bank.
Conclussion
I can’t say for myself whether this works as well as reported, but surely anything is better than a 30 page sales letter. I’ll be trying this process out for myself when I launch my new membership site in a couple of months, so I’ll let you know how it went.
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Warner Carter said
am March 29 2008 @ 7:52 pm
Stuart:
You know, I think you summarized all of what the entire course is. Add examples, how to’s, tell a lot of stories, answer questions, help people focus the idea to their particular situation and sell it for $1997. I think that is what Jeff did and the whole difference between what you wrote and what happens if you buy PLF 2.0. Seems funny somehow the digg that brought me to this page only had 3 diggs. I guess people buy the course so they can have this simple marketing plan spoon fed to them in digestible chunks.
Admittedly, I did not buy PLF 2.0, so I expect someone would say I am not seeing the whole picture, but I still think the difference between what you wrote and the course is more details about this same marketing plan fully described in your post.