Product Launch Formula 3 Launches or a Rolling Launch?
Product Launch Formula 3 is the third release in the Product Launch Formula series by Jeff Walker. The others mainly covering launches in non-IM niches. This is the first where Jeff will dive head-first into how to pull off a big guru launch like the stars.
There’s a small problem though. Product launches as Jeff teaches in the Product Launch Formula 3 can bank you a lot of money and fast. But it’s not going to be useful to you if you can’t get to a point where you can actually pull off a big launch.
Here’s a strategy that you can put to work right now, no matter what your guru status is – it’s called a rolling launch. You can do this no matter what niche you’re in and it’s exactly how I’d go about launching a product that sits in the background and makes money on a daily basis.
Here’s what we’re going to cover:
- The front end product – How to quickly and easily create a product that you can “soft” launch with.
- The upsell product – How to offer a good oto/upsell product that you can create later.
- The sales funnel – How to structure you sales funnel, so you’re building a list, selling your product and converting people who you may have left your site and offer forever.
- Affiliates & JV’s – How to build a perpetual profit machine finding affiliates to promote you, and optimizing for affiliates who find you.
- Instant Sales & Affiliates – How to get thousands of instant eyeballs to your new product for $20 bucks
- Guru Status - How to get to guru status and pull off a Product Launch Formula 3 style launch the easiest way possible.
The Front End Product
No matter what niche you’re in it’s fairly easy to create a product that will sell well. I recommend a product structure where you’re offering video training as well as the training in PDF form. Video training will always have a higher perceived value – but many will want a readable form of the training as well.
Here’s what you do. Create your training in PDF form – meaning write a report. Then simply convert the training into a Powerpoint presentation.
Your video version of the training will simply be you reading the PDF version. Of course while reading you have the opportunity to throw in additional insights that aren’t in the PDF version. Don’t just read the training, it’s not only boring but provides no additional value. The purpose of the video training is to freely expand on the written version.
It’s as simple as that, and now you have a product with video and a written report. This creates very little additional work for you while providing infanitely more value.
The price point for your front-end should be about $47-$77 and you should offer 75% commissions. You’re not going to make a boat load upfront, but you can easily offset that with…
The Upsell / OTO Offer
Want to make more money quickly and easily? Have an upsell / one-time offer to your sales process. Here’s how to create a killer upsell that you can even later use as its own stand-alone product if you want.
Offer a 3-4 week, on-going training program. This means that you don’t have to create the upsell before you launch, and this usually turns out to be some of the best training you’ll ever produce.
Of course, the upsell should be complimentary, additional training that is too valuable to include in a $47 front end.
You’ll create and deliver the OTO training using the same process you used to create the front end. Another option is to do live webinars which increases the value of your offer in terms of perception and actuality. Live, interactive training is great, but it’s a little harder to pull off. Choose one and go with it.
Now that you have (or will have) your products, you need to dig into your sales funnel.
The Sales Funnel
This is where you…
- Capture leads and build a list
- Make direct sales with your front-end product
- Make even more sales with your OTO/upsell
- Convert people who opted-in but didn’t take action the first time to paying customers (prospect to buyer)
- Make affiliate sales on those prospects, promoting relevant products to them
Here’s what you need in terms of pages and tools to make it happen:
Aweber – I use and highly recommend Aweber. I just like it’s interface and ease of usability as opposed to others like GetResponse.
Google Website Optimizer – You’ll use this tool to for split testing. It’s simple to use and it’s free. I highly recommend it.
Google Analytics – You’ll also want to have your normal analytics set up because GWO doesn’t provide in depth analytics of your site overall – only of the split tests you set up.
Amazon S3 – This is where you’ll store all your product content, including your video and written PDF training. It also hooks easily into the next tool we’ll talk about.
EZS3 – This is a tool you’ll use to deliver your video training. It connects with your Amazon S3 account and allows you to create video players easily. It then spits out a simple piece of javascript code that you paste on your site to display it.
Now that you have your necessary tools, you need the pages that will make your sales funnel work. This is obvious, but what’s not so obvious is how to do it right.
The Front End Sales Letter
You want three versions of your front-end sales letter:
- A version with just video
- A version with just text
- A version with video up top and text underneath
If you’re not familiar with the concept of a video sales letter, get familiar with it. It`s simple to do and regularly outpulls long form, written sales letters. People like to listen – it’s easier than reading. It also helps you control the message. People like to scroll and scan long form letters, most hardly even read them.
To create a video sales letter simply make a word-for-word Powerpoint presentation of your written copy. Use a white background and simple black text with the “Calibri” font in Word. Make your font size a minimum of 36.
Here`s a trick. Use EZS3 to create a player with no border and where the only control is to pause and play the video. This creates a situation where you get to deliver you whole message, and the prospect won’t skip perhaps your most important conversion element.
Split test the 3 front end sales letters using Google Website Optimizer. Do a simple A/B split test between the 3 pages and go with the winner. You can use splittest.com to accurately choose which will continue to be the highest converting page. I’ve consistently found video and text coverts the best, but you have to test.
The Upsell / OTO Letter
Immediately after a front end order is completed, the buyer should be redirected to the OTO offer page. This is simple to do with Clickbank.
Use the same principles we talked about in terms of page structures and testing on the front end letter. The process is exactly the same as your front end sales process, except now you’re selling your OTO offer.
Your Prospect Optin Landing Page
Your offer should be something that can be delivered in a sequential fashion. The optin incentive should be something of true value that will help push prospects back to your front end sales letter and ultimately into becoming customers.
And if you guessed that you’re going to make 3 different versions of your optin page and split test them with Google Website Optimizer, you guessed right. Exactly the same as your front end letter and upsell: video, just text, video+text.
Headline across the top, optin copy/video to the left, and optin form to the right. Always include an arrow pointing to your optin form.
Don’t put any sort of optin element on your front end sales letter. It’s just counter-productive most of the time. Instead use an exit grabber like Exitsplash to catch people who are LEAVING your offer. Why distract someone from your most important sales message? This is where you want them to be… Keep them there.
You’ll simply redirect your saved exits to your optin page. Of course as I mentioned, you’re split testing between 3. Once you determine which is the winner, shut the two losers down and use the winner as a control. Start split testing the winner with a slightly modified version of it.
The goal is to continually replace your winning your optin page with a higher converting one until you’ll eventually hit the plateau. Now here’s the cool part. Once you can’t create an optin page to beat your control, create a drastically different one and start split testing that against your current winner.
If the experimental optin page out-pulls the current winner, use it as the new control. You simply repeat this process until you absolutely can’t squeeze another optin out of your landing page.
2 Buyer Optin Pages
This is fairly straight forward. You have somebody you just spent their hard earned money with you, so what do you do with them? They trusted you enough with their money. Why not build that trust and a relationship with them by getting them on your list?
These are just simple pages where you ask them to register to receive the download. And voila, you`re building a list of proven buyers. This is the most valuable list in your possession, for sure. You need two: one for your front-end buyers and one for your upsell buyers.
2 Download Pages
This is again fairly obvious, you need 2 download pages – one for your front end, one for your upsell. If you’re upsell is ongoing training, place the schedule of the upcoming training, and the core training downloads.
They should immediately redirected to the download after they register on the buyer optin page. Also be sure to “noindex” your download pages so Google won’t index them. You don’t want your download page as a double-indented listing under your main site listing in Google now do you? A major loss of sales.
By the way – if you forget and that happens, simply change the download page URL and update your buyer list with the new download page. It’s kind of a pain and you will get support tickets for people who never got your email. It’s best just to avoid more work all together if you can right?
Product Launch List Control and Flow
Remember how we said we wanted to get your optins but no-action takers back to your sales message? This is where the sequentially delivered follow-ups come in.
You should prepare a follow up sequence of around 7 emails, building trust, delivering your optin content, and pushing them back to your sales message. Likely you’ll convert a lot of sales that would have been lost forever.
You also want to set up the automation rules in Aweber, so that people who do go from your optin follow up sequence to paying customers are taken off of the prospect list when they register on one of your buyer lists. We don’t want to bother people who already purchased with those follow ups.
If you promise something and it’s not fully delivered at the point they turn to a customer, you can simply put the full incentive on the download page so they still get what they opted in for in full, alongside what they bought from you. Remember that trust thing – a good way to build and keep it. Don’t think these things don’t go unnoticed.
So that’s it… or is it?
Not quite. Now that you’ve got your perpetual profit machine set and running, you need to go into JV /affiliate finding mode.
But first, you want to make it easy for JV’s and affiliates to promote you, if they happen to find you first. Always have an affiliate resource page. Here’s what can and/or should include on the page:
- A short 3-7 minute video – explaining your product, why it’s beneficial for them to promote your product, and how much money they can make.
- Conversion proof elements – surprising fact is that people like to promote things they know will make them money based on solid data. Once you have solid conversions stats over a period of time, putting them on your affiliate page is one of the most valuable things you can do.
- Highly Visible Affiliate Link – Remember you should be using Clickbank so put the hoplink they should use to promote your product right there on the page. Only makes sense to make it easy for to find the affiliate link.
- Product graphics – it’s always good to have a visual representation of your product but it’s not absolutely necessary to your sales process. But, don’t get me wrong, it almost always help.
- Email swipes – have about four different versions of promotional emails prewritten that they can simply copy, paste and promote. Remember we want to make it easy for them. Take a differently angle with each of them which gives the potential affiliate a choice to as which closely matches the tone he uses with his list.
- Go all out – if you have extra time, why not also include pre-written blog posts, articles for submissions to article directories, promotional videos for submission, and anything else a potential affiliate could use to promote you.
- A JV optin box. As an alternative, you could deliver the additional promotion materials after they optin. Now you’re building a list of potential affiliates and future joint venture partners (where you start making big money). Once you establish yourself and are at this stage – this where a Product Launch Formula 3 style launch comes into play.
- Your personal contact – don’t forget this critical element. Provide a direct email where someone can personally contact you. Imagine someone with a 100k list waiting to promote you, but not able to contact you. I think that clearly illustrates the importance of the 2 minute procedure.
You would be surprised how many people will find you. Especially if you’re listing is rising in Clickbank as a quality product. Simply create the affiliate resource page as I’ve described, and link to in the footer of the main site. This IS one of the most important steps in the process – so don’t skip it.
Once you’re ready for affiliates who find you, now it’s time to go find some affiliates. Go where these people hang out. Usually that means forums and their own sites. Bloggers are especially good people to target.
At first approach smaller affiliates who are always on the look out to find and promote products that will make them money. Usually you’ll get a modest amount of sales from these people but it’s still money. And remember how you’re building proof of conversions and a list. This opens up the floor for larger JV opportunities.
Once you get to the point where you can reciprocate a promotion, you’re in the money sweet spot. Joint ventures, and eventually a PLF3 style launch.
Rinse and repeat
Want to build a real business online as a product creator, than this is how you do it. I’ve just laid a step-by-step to building a successful rolling launch.
The difference between the people who consistently spin their wheels in IM and those who accelerate ahead all comes down to one simple word.
Action.
So now that you know exactly how the successful ones do it – why not start right now? And once you get up, running and are successful like this you’ll be in a position where the Product Launch Formula 3 training can help put you over the top, from not only making money – but making job-killing cash on the Internet.
How to Get Instant Buzz and Eyeballs to Your Product
There’s nothing like doing all this work and then end up sitting sit there with your awesome product and funnel with the crickets chirpin’ in the background.
Spend your next $20 wisely and create a Warrior Special Offer for you product. This is where you offer at discount price. Like maybe your normally $47 product at $17 as a WSO. Like I said, this gets instant eyeballs to your offer as well you can have a little blurb for affiliates looking to promote good products that will make them money at the end of your WSO.
Now are you’re not only making money, but you’re grabbing the attention of potential affiliates and JV’s.
But BEFORE you post your WSO take a look at some of the most successful WSO’s already in the forum. You can tell which they are by the number of thread views and replies. Duplicate the elements that made them successful. If you do that, you stand a better chance to be successful with your WSO.
So that’s it?
Yep – that’s how you do it. A highly effective guide to launching your own product, and making money. Don’t try to over-complicate the process. It’s really not that hard to pull off a rolling product launch.
You can do this in nearly any niche (with the exception of the WSO strategy) which means there’s plenty of opportunities to start now. Millions in fact. If you’re interested in taking your product launch to “guru” launch stature, then you should definitely check out Product Launch Formula 3.
And let me know what you think. Was this helpful? Got something to add, or ask. Leave a comment below.
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