PRODUCT LAUNCH FORMULA PART 2 PRELAUNCH By Jeff

PRODUCT LAUNCH FORMULA: PART 2 PRELAUNCH By: Jeff Walker Mr. Singh

PRELAUNCH The idea behind the prelaunch sequence is to provide tremendous value One of the cornerstone pieces of the PLF is delivering value and building a relationship with your prospect before you ever ask for a sale “Life gives to the givers and takes from the takers” Content You could be in written material or video or audio need to structure your content into a sequence that naturally builds up to your sale

YOUR PRELAUNCH SEQUENCE Your prelaunch sequence (PLC) will generally have 3 pieces of Prelaunch Content Each one needs to stand alone but all 3 tie together in one big story arc Start off teaching people about the opportunity for change You’ll hit on all the mental triggers as well during your prelaunch and you’ll do it naturally without resorting to sales tactics Video is the most powerful tool to use in your PLC

PLC #1: THE OPPORTUNITY (OR THE JOURNEY) You must grab your prospects’ attention and draw them in It must answer the all-important question, “Why? ” Why should they care? Why listen to you? Etc At the heart of every product, every offer, there is some opportunity for transformation or change You need to focus on the end benefit your product will create People want the end result and are not so interested in the tool per se

4 REASONS WHY DON’T PEOPLE BUY FROM YOU? 1. Most common reason – not interested in what you’re selling (E. g. Wheelchair) 2. People don’t have the money 3. They don’t believe you 4. They believe you and they believe you’re right but don’t think it’s going to work for them (E. g. Smoking)

PLC #1: ROADMAP 1. Show the opportunity – show/tell them how there life is going to change 2. Position – show/tell why they should listen to you 3. Teach – Deliver value 4. Raise objections and either answer them or promise to answer them in upcoming videos 5. Foreshadow PLC #2 – Let them know there’s another video coming and tell them some stuff that they’ll learn – get them interested 6. Call to Action – ask for a comment

PLC #2: THE TRANSFORMATION PLC 1 was about the why, PLC 2 is about the what What is the transformation or opportunity and how is it going to change or transform their lives PL 2 is about teaching something truly valuable Your prospect should be able to apply what was taught and see results Doesn’t have to be huge results but just has to get them going

PLC #2: ROADMAP 1. Thanks and recap 2. Recap the opportunity 3. Recap your positioning 4. Present a case study or do some real teaching 5. Objection crushing – talk about top 2 -3 objections 6. Foreshadow PLC #3 7. Call to Action

PLC #3: THE OWNERSHIP EXPERIENCE PLC #1 was the “why”, and PLC #2 was the “what”, PLC #3 is about the “how” By the end of PLC 3, they should want to buy You’ve shown them the potential transformation or change but they need to see how its going to change their lives You continue to build value

PLC #3: ROADMAP 1. Express thanks and excitement 2. Quickly recap the opportunity and your positioning 3. Possibly present a short case study 4. Answer the top questions you’ve been getting which are basically your top objections 5. Explain the big view and how to make it happen – Take a step back and look at what’s really possible and determine what the ultimate transformation that your prospect can have in their life if they buy

PLC #3: ROADMAP 6. Pivot to your offer and create a soft landing – Do this in the last 25% of your PLC #3 By now your prospects know you’re the real deal because you’ve given them huge value Now you start preparing them for your offer – that’s the “soft landing” You mention in your next video you’re going to have an offer for them and that they need to watch it if they’re ready to take their transformation to the next level

PLC #3: ROADMAP 7. Seed the scarcity of your launch offer You’ll have some form of scarcity in your offer and near the end you want to mention it You say things like, be on the lookout for your next e-mail because this is going to be a limited offer 8. Call to Action

PLC #3: HOW LONG IS THE SEQUENCE? You can do 5, 7 or 10 days Typical 5 sequence might look like this: Day 1: Release PLC #1 Day 3: Release PLC #2 Day 5: Release PLC #3 Day 7: Open Cart

OPEN VS CLOSED MODEL Open model: Open all year around People can buy your product anytime Closed model: Only open a limited amount of times a year Some This businesses only open once a year or twice a year create scarcity and for information based products, tends to sell much better