PRODUCT LAUNCH FORMULA PART 1 By Jeff Walker

PRODUCT LAUNCH FORMULA: PART 1 By: Jeff Walker Mr. Singh

PRE-PRELAUNCH One of the most overlooked aspects of the PLF You’re beginning to activate your Tribe You’re testing the market’s level of interest in your product idea You’re trying to surface potential objections so you can answer them during your prelaunch You’re gathering information to help finalize your product offer You’re setting the stage for your Prelaunch sequence

THE 10 PRE-PRELAUNCH QUESTIONS 1. How can I let people know something is coming without having it feel like I’m trying to sell them something? 2. How Can I tease their curiosity? 3. How can I get their help in creating this product? How can I make this collaborative? 4. How can I figure out what their objections are to this product? 5. How can I start to engage my prospects in a conversation about my offer without trying to sell them and avoid “corporate speak”?

THE 10 PRE-PRELAUNCH QUESTIONS 6. How can I make this fun and humorous and even exciting? 7. How can I stand out in a crowded market? How can I be different? 8. How can I figure out how my market wants to be sold? 9. How can I figure out my exact offer? 10. How can this naturally lead into my Prelaunch Sequence

EXAMPLE Subject: Quick Announcement and a favour… Coach Brian Singh here. We’ll be sending your volleyball update in just a little bit. But first I need to ask you a favour… We’re really close to wrapping up our long-awaited Digital Volleyball Academy. We will be releasing it in early January. But before we do, I have to ask you a couple questions. Can you help us out? You can answer the questions here (and get a little more detail on Digital Volleyball Academy) at this link: http: //www. example. com Thanks, Coach B

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 1. How can I let people know something is coming without having it feel like I’m trying to sell them something? Let people know something was coming without any hint of a pitch Simply Just asking them for help wanted feedback

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 2. How Can I tease their curiosity? I did this in a few ways Told them something was coming that they couldn’t get yet Mentioned they could “get a little more detail” by clicking on the link I have the key phrase “We’re really close to wrapping up our long-awaited training manual” Just by telling people it was “long awaited” sets the expectation that people are curious about the product

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 3. How can I get their help in creating this product? How can I make this collaborative? This one is obvious – You’re asking them to do a survey People tend to support things that they create We’re giving readers a chance to help create the product We’re actually engaging the reciprocity trigger here as well Assuming people have been on my e-mail list and I’ve been giving them free content with value

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 4. How can I figure out what their objections are to this product? This I’m one is easy outright asking them to tell me their objections in the survey In my survey I ask for their top 2 questions and they will tell me what their objections are in their answer By doing this, you’ll find 2 or 3 or maybe even 4 common themes

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 5. How can I start to engage my prospects in a conversation about my offer without trying to sell them and avoid “corporate speak” ? Email and survey have no corporate speak “Quick Announcement and a favour…” When was the last time a big corporation asked for a favour in their e-mail By sending them this e-mail you’re beginning the conversation with them doing the survey

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 6. How can I make this fun and humorous and even exciting? I didn’t really hit this one in my e-mail except for letting them into my creative world It’s like whispering to them in a crowded room that something is coming

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 7. How can I stand out in a crowded market? How can I be different? The key here is by asking my readers for their feedback before the program is released I let them become part of the process This is a great step to building the relationship with the people who will support your launch and hopefully buy Remember we talked about people supporting that of which they help create

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 8. How can I figure out how my market wants to be sold? This is what the survey is all about The survey will give you a ton of data and information Sometimes I cut and paste responses from my survey and use them in my Prelaunch Content There’s an old saying in the marketing world: “You want to enter the conversation that’s already taking place in your prospect’s mind. ” Your survey responses will give you the shortcut to entering that conversation

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 9. How can I figure out my exact offer? Again, the answer to this question is in the survey responses You can put some of the questions and answers you get in your survey on the sales page You can add a bonus that responds to feedback from your survey

ANALYZE THE 10 PREPRELAUNCH QUESTIONS 10. How can this naturally lead into my Prelaunch Sequence? A few days after I sent that first e-mail I wrote my list again Thanked them for the overwhelming response and how excited I was to have the academy almost done This continued the conversation about Digital Volleyball Academy and did so in a way that’s not “salesy” I was asking my audience to join me as co-creators I showed them I wanted to make the best program