The most important aspect of running a successful Product Launch is NOT your product, or your launch list, or your Product Launch content or your bonuses… it’s your OFFER.
Let’s take a look at an example…
Fish do NOT like strawberries!
You can come up with a dozen different ways to say “Strawberry”…but fish will turn a cold fin and NOT BITE!
You would never fish with strawberries because YOU like them.
Toss that stubborn fish a worm though…and if they haven’t eaten in a bit, they will chomp it – with a furious vengeance – no fancy words needed.
People do NOT want “Coaching”, “Leads”, “15% body fat”, or a “6 week long weight loss program.”
This is 50% of the reason OFFERS refuse to convert: They are trying to sell strawberries to fish and pork sandwiches to Jewish vegetarians.
Then they get pissed at a copywriter, media buyer or salespeople because they can’t sell their strawberries.
It’s easy to get confused, but your OFFER and your copy are DIFFERENT things.
This is why we need to VALIDATE OUR OFFER before we write a bunch of copy.
…AND as we validate, we let your MARKET write our copy FOR US!
My best copy never came outta my head…or out of a copywriter’s corner by thinking up the perfect pitch…
…The copy which slathers wallet lube on the best offers almost always comes from THE MARKET…at a moment when their credit cards are half way out.
With ninety-eleven live chat services now, texting and FB messenger you can VALIDATE AN OFFER and DIAL-IN copy faster than ever.
That’s why it’s important to dial in your offer first using an email or messenger conversation with prospects, and once you’ve done that you can clean up making sales with just a 2-page Google Doc.
Why people want to “plug their ears” and “blindfold themselves” to valuable market feedback leaves me scratching my head.
If they could only hear the fish whisper: “We don’t like strawberries.”, so many business owners lives would burst at the seams with money and mojo!
While it takes a little while to work out the details, selling by chat is here to stay.
P.S. I’m working with a small number of clients helping them to validate and perfect their offers to the point where we can close mid to high ticket sales using live chat and email (without any phone calls).
If you’d like more details on exactly how we are doing that, let me know by getting in touch here.