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• 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
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Part 1
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The Synergy Of A Product Launch
Marketing
Event Partners
Launch
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The Synergy Of A Product Launch
Marketing
Event Partners
Launch
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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
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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
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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
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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
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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
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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
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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?
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Hot Seat: Skip La Cour+Q&A
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Part 2
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The Synergy Of A Product Launch
Marketing
Event Partners
Launch
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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
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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
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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”
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Keep Opt-In Pages Simple & Valuable
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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)
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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
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A Standard Launch “Content” Page
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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
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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
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Videos Are Simple Ways To Convert
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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
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Hot Seat: Charles Rutherford +Q&A
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Part 3
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The Synergy Of A Product Launch
Marketing
Event Partners
Launch
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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.]
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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
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Hot Seat: Christina Empedocles+Q&A