• Productivity is about results - it’s about using your results as your gauge, your measuring stick, your navigation point

• We’re learning to invest the first valuable, high-willpower hours on your product & marketing

• As you build your business, remember this highly important lesson, and prioritize these elements

Again: Remember Productivity

Part 1

The Synergy Of A Product Launch

Marketing

Event Partners

Launch

The Synergy Of A Product Launch

Marketing

Event Partners

Launch

Mindset #1: The Power Is In The Structure• A product launch takes the most powerful

elements of psychology, marketing, and behavior, and combines them for big effect

• Your launch is about building emotion and tension, leading to a big, fun event

• The parts aren’t the key, it’s how the parts fit together into an experience

Mindset #2: Your First Launch Is To Learn• Your first product launch will be one of the

most exciting times of your life

• The point of your first launch isn’t to create a blockbuster, it’s to learn

• It’s actually better to do a small launch first, as this will teach you how all the moving parts work together, so you’re ready to go big

Mindset #3: Your Launch Evolves• A launch isn’t a “launch” from the point of view

of a customer going through it

• From their perspective, it’s an emerging flow of value, building excitement, and community

• Don’t approach your launch as something you “figure out then do it” - approach it as something that evolves as you do it

Mindset #4: You’re Building A System• To succeed long-term with launches, you

need a “solution after next” approach

• You’re not just launching once, you’re building a system to do your launch over and over

• The most successful people I know who do launches do them regularly, and refine their systems over time to succeed big

Mindset #5: Internal Then External• Just like we do in other areas of marketing, it’s

important to test your launch before rolling it out to the “main stream”

• Do an internal launch first, to prove your concept and learn the moves

• Then, do a public launch that involves partners, so you have numbers, testimonials, proof

Mindset #6: Think Bigger Than Sales• As you create a strategy for your launch, think far

beyond the sales you’ll be getting from it

• If you plan correctly, you can really capitalize on a product launch, and use it as a springboard to get far more sales and growth in the future

• Supporting big players in your industry, supporting high-potentials, increasing lifetime value

Launch Exercise: What Is Your Purpose?• What is the purpose of the launch? What do you

want the result to be?

• How will you use the success of your launch to leverage future success in your business?

• How will you use the success of your launch to leverage future success with potential marketing and collaboration partners in your industry?

Hot Seat: Skip La Cour+Q&A

Part 2

The Synergy Of A Product Launch

Marketing

Event Partners

Launch

Launch Marketing Tips• When you’re doing a product launch, you use what

you’ve learned about marketing as tools in a bigger-picture process

• Your launch is about giving your customers an experience of you and your valuable training

• Start by thinking about your Customer Avatar, and where they are in their lives… then meet them there

Take A “Tour Guide” Approach• Most of your customers are not going to be as

sophisticated as you, and they need an “orientation” - and they need “onramps”

• Remember education marketing, and give value by explaining their challenges better than they can

• In one launch, I went to the Apple store to show people buying devices, and explained why

Use PDFs, Videos & Audio Interviews• These three formats of information have very high

perceived values, and by using all of them, you can “communicate on all channels” with prospects

• PDFs reports increase opt-in rates, especially if you show images of the report on your opt-in page

• Videos and audio interviews are very engaging, and they give prospects a chance to “meet you”

Keep Opt-In Pages Simple & Valuable

An Outline For Pre-Launch Content1. Opportunity: Show your prospective customers

what’s possible for them, show the result

2. Transformation: Walk them through how you created your own transformation, paying special attention to giving value

3. Experience: Give your potential students an experience of what it’s like to work with you (you can even give away a section of your product)

Three Pre-Launch Videos Is “Just Right”• We release three pre-launch videos over the

course of about 2 weeks for our pre-launch

• As you add videos, make the others available on your content pages (& encourage visitors to watch them)

• Add comments below videos, so the that visitors can see and be involved in the conversation

A Standard Launch “Content” Page

Build Launch Momentum• Your launch is a “conversation building up to a

big event” so keep building momentum

• Create excitement by highlighting exciting news, number of comments, traffic, number of people joining your list (or joining an early list)

• Limit access in an ethical way to create motivation

Use A Video To Convert Sales• Video is very engaging, and if you use the

marketing conversion systems you’ve gotten, they can be highly effective at converting sales

• You can do “talking head” videos, or PowerPoint/Keynote presentations with audio

• Test out your conversion video as a live webinar to get real-time feedback, and fine-tune

Videos Are Simple Ways To Convert

Welcome New Customers• Once you’ve done your launch, you can’t let up on

the excitement, you must keep it up

• Re-motivate your students to learn every time you teach, and in every session of your program

• Have fun with contests, recognition, prizes, live coaching sessions, and whatever else your students need to stay engaged, and to enjoy learning

Hot Seat: Charles Rutherford +Q&A

Part 3

The Synergy Of A Product Launch

Marketing

Event Partners

Launch

Working With Launch Partners• If you’re doing a standard online product

launch, affiliate partners are key to building your list and making sales

• Design your launch strategy to get the most partners supporting you

• It’s important that your partners support both pre-launch and launch, so you can build a list

Design Content Partners Love• As you’re making your pre-launch content,

imagine being a partner who has a big list that loves valuable new content to give away

• Make it easy for your partners to give away your pre-launch pieces by “moving the free line”

• I’ve had big partners join my launches many times by just seeing the stuff I’m giving away

Make A Partner “Dream List”• Research your market, and make a list of the

25-50 partners that you would love to have supporting your launches some day

• Reach out to each of these people personally - the personal touch really matters here

• Keep following up with these people until you get them on board to support you

Offer Value As Your Introduction• Instead of writing to ask if someone will “sell

your stuff” to their list, write to let them know that you have a way to make them more money

• Start by offering to do a free content webinar or interview for them, or guest-post on their blog

• Start by thinking about what they want and need, and offer that to start the dialog

Design A Great Interview & Webinar• Live training has a high perceived value, so

design a simple interview and a simple webinar that you can do anytime, for anyone

• As you build relationships with partners, offer to do one for their list of subscribers or customers

• Make sure you do Q&A as often as possible, to learn where you have “holes” in your material

Mail Your List To Find Partners• Always mail your own list of friends, associates,

prospects to find people who want to partner

• Tell them about the launch you’re doing, and ask them if they’d like to be a part of it, have you do a free live webinar, give away your content, etc.

• When one partner joins your launch, ask them for referrals to others, too

Do A Partner Webinar Or Video• As you iterate on your launches, summarize the

best of your individual conversations into a live webinar or video that you can broadcast

• This gives you a way to recruit new partners, and to get current partners excited about your launch

• Again, this can be “talking head” or screen cam

Think Of Partners As A 2nd Launch• The best way to think about communication

with your launch partners is that you’re running a 2nd launch with your actual launch

• You must keep your partners excited and enthusiastic through the entire launch, so share news, wins, and progress with them

• This is especially important when you get close to the end, in the last couple of days

Using Prizes To Motivate• Launch prizes have become pretty standard in

the product launch world

• “Front load” your prizes to give the top few spots most of the reward

• The objective is to get a few key partners to the point where their “ego is involved” - so they really go big with their bonuses, etc.

Write “Swipe Copy” For Partners• As you release each one of your pre-launch

reports, audios, or videos, make sure to “pre write” email copy for your partners

• Offer multiple subject lines for each email

• Add tips on how to make the copy better, like:

• [Insert an endorsement for our product here.]

Leverage Your New List• The list that you build during your launch is usually

much more valuable in the long-run than the money you make up front

• The list gives you the power to participate in other launches, and to build reciprocity (some people are scheduling their launches with this in mind)

• The list also gives you a personal “piggy bank” to follow up with and sell products & services

Hot Seat: Christina Empedocles+Q&A