In this post we’re going to look at the 5 primary types of launches discussed in Product Launch Formula and look at when you should use them based on where you are in your business right now.
The 5 primary Launches are:
The Seed Launch
The Internal Launch
The Joint Venture Launch
The Quick Launch
The Evergreen Launch
Depending on your goal and the products and services you sell, you could be considering one of these launch types to test the waters, or you could have several of them underway at the same time.
So let’s take a look at each of them in more detail, starting with:
The Seed Launch
The Seed Launch is great when you are just getting started with a new idea, and you want to create a product you KNOW your market wants to buy.
It’s also good option if you have no email list (or a small list), because it can help you build a list of prospects and buyers quickly. So basically it’s a way you can get your first list and your first product, and it’s also a great way to create a new product anytime.
Next up we have the bread and butter of Product Launch Formula:
The Internal Launch
The Internal Launch is where we use the classic Sideways Sales Letter which consists of 3 pieces of Prelaunch Content spaced out over a few days or a week, leading into a sales video or sales letter where you open your shopping cart and start selling your product or service.
The Internal Launch (learn more about the Internal Launch here) gives you the opportunity to create and test your Prelaunch Content in a relatively save environment (because you are launching to your own prospects and customers), so you can prove your marketing in preparation for the next step, which is:
The Joint Venture (JV) Launch
Once you’ve completed your Internal launch, hardened your systems in preparation for an massive increase in website traffic, and proven your sales process converts, it’s time to bring in Joint Venture partners and affiliates to drive traffic to your Prelaunch Content and run your Joint Venture Launch.
The JV Launch is like pouring fuel on a fire because you can grow your email list super fast and generate a bunch of sales quickly. For many marketers, the list-build is the most valuable part of a JV Launch, because when you do it right you can generate thousands of new leads and paying customers who you can sell to over and over again in the future.
The Quick Launch is a way to generate an influx of sales and cash quickly based around an event or a deadline. It’s quick, simple and very easy.
You just have to have an offer for a product or service, and an email list to promote to.
It’s very different to a Seed Launch or Internal Launch because it’s email only (no Prelaunch Content required), is story based, and you can make a lot of money quickly and easily, usually in just 3 to 5 days.
Once you’ve proven your marketing funnel converts using an Internal Launch (or a JV Launch), you can take all of that content and set it up as a recurring sales system so when people join your email list, they go through their own personal version of your Product Launch
Having an Evergreen Launch makes your cashflow much more consistent because people are going through the process consistently based on when they join their list.
These work very well with paid traffic, so they are a great way to build your list and generate sales consistently over time.
So there you have the five PRIMARY types of launches taught in Product Launch Formula. Jeff has kept adding new versions of these, but these 5 are your bread and butter when using his PLF system.
Each type of launch will suit you at different times, and the one you use first will depend on where you are right now in your business.
Personally I’m considering creating my new course using a Seed Launch first, because it will give me a product I know people in the market want and are ready to buy.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
Jeff Walker’s Product Launch Formula students have done over a billion dollars in sales with online launches… so when Jeff talks, it pays to listen.
He’s just announced that he will be hosting an awesome LIVE training – and it’s free as part of his upcoming Launch Masterclass.
You’ll learn what’s working NOW if you want to launch a new online course, virtually any product, a service of any kind… or even launch an entire business or a new division of your existing business.
And if you don’t already have a profitable online presence for your brick and mortar offline business, you can use what you learn to add one that’s profitable right out of the gate.
It’s going to be powerful training… and it will be 100% free:
The catch is the entire training is going to be delivered LIVE… so this is a time limited offer.
There will be recordings available, but only for a limited time, so you should head over to Jeff’s PLF Website to sign up and get registered now:
PLUS: When you’re ready, here are 4 ways I can help you to grow your business using product launches:
1. How To Create A Signature Product Out Of Thin Air In 72 Hours Or Less Creating your product does not need to take weeks or months. My 72 Hour Product Creation Guide shows you how to build high value products one after the other in 72 hours or less. Click Here.
2. How To Outsource Your Product Creation And Make It Hands Free.
Outsourcing the creation of some or all of your products and bonuses is a great way to save your time for the more important (and more fun) things you’d rather be doing. Grab my Hands Free Outsourcing Cheat Sheet to learn more. Click Here.
3. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. My 1-2-3 List Building Cheat Sheet will show you how to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
There’s a fear that kept me from using the PLF process to launch my 95/5 Gann & Elliott Wave Coaching Programwhen I first wanted to. It’s one you may have felt (or be feeling) now. And that feeling was “Starting a business is expensive.”
Of course, it can be very expensive if you go crazy with all the bells and whistles – but you really don’t need a lot to get started.
However starting a business today is a lot easier than it used to be… not that long ago you had to know how to code websites (or hire someone to do it for you). Now there are inexpensive (and even free) tools and templates that will help you create a professional looking website in just a couple hours.
Bottom line: starting an online business like mine really doesn’t require a lot of overhead. Even better? There’s a way to start a business that lets you get paid to create your first product… and has a crowd of fans just waiting for you to release it so they can tell all their friends.
Jeff is a well-known online marketing expert who has helped thousands of people (including me!) start online businesses. His methods are behind more than a billion dollars in sales.
And he’s sharing some of his best advice for free in his Launch Masterclass. He’s already done two live lessons, and he’s got another one coming up… plus some awesome extras for you.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
It doesn’t matter whether your business is a startup or you have been established for many years, you can use an Internal Launch as laid out in Product Launch Formula to generate a huge lift in sales and profits, help you build an email database of prospects and customers who will buy from you again in the future, and put your business on a solid footing faster than any other strategy.
And it doesn’t matter if your marketing has had less than stellar results in the past, or if you’ve taken the advice of so called ‘experts’ or a marketing agency that promised you the world and then handed you an Atlas, you can launch a brand new product profitably in one or two weeks instead of months or years.
In this post I’m going to share exactly how I used an Internal Launch to generate around $20 per subscriber in net profit over a period of 2 weeks using nothing but a few Facebook posts and an email sequence (which you will see in full below) to a small email list.
Using The Product Launch Formula Process To Launch An Information Product
Over the last few weeks I’ve been using the Product Launch Formula process to run an Internal Launch for a training program I created (using a Seed Launch) that teaches people how to use Technical Analysis on stocks, commodities, indexes and other markets.
If you’re not sure what Technical Analysis is, it’s using price charts to determine where the price of a stock or some other market is likely to go over the next few days or weeks. As you can imagine, it is a valuable skill to have and when you get it right it is possible to virtually create income at will.
Creating The Program Using A Seed Launch
I originally used a Seed Launch to create the course content where I offered 6 live Zoom Webinars with several follow up Zoom Q&A meetings. Some of my students have done exceptionally well, but others have struggled despite having my help to understand what to do.
Because the first live program was fun to do and was so well received, I ran it two more times. Both of these times I had new members sign up while existing members were allowed to join in free of charge.
By the third iteration, the content was nailed down and I had filled in any gaps I found in the knowledge I wanted to share as we went through the training.
Once the content was all edited and uploaded to a new membership site run on the Xperiencify Platform, I was ready to launch a higher ticket Mentoring Program where students get even more access to me in addition to all of the training created during the Seed Launches.
A Quick Note About Where To Host Your Course
I used WordPress and the Wishlist Member Plugin to host the original Seed Launch content because it was good enough for what I was doing. The problem was most of my students never got around to completing the entire training. That meant they didn’t get the full benefits of what I’m sharing, and this tends to be a problem for most course creators.
That’s why I am hosting the higher priced version on the Xperiencify Platform because Marissa has made it possible to Gamify your course content which increases the number of people who complete your course exponentially.
Here’s what the new Xperiencify Members’ area looks like:
As you can see, the Platform looks professional, neat and tidy, and from the feedback I’ve received so far, students are loving the experience. Typical comments are, “this is addictive” and, “I just found myself moving from one lesson to the next without realising it”.
When your students have a great experience, they consume more of your course’s content, meaning they get more value for their money and they are likely to get better results. This leads to happy students, testimonials and future sales. You can learn more about the Xperiencify Platform here.
OK, let’s get into the details of my recent Product Launch.
So now I’m going to take you through the entire process of using Product Launch Formula to run an Internal Launch to the people on my Trend Traders Club Facebook group and the email list I’ve built from Group members signing up for my free members training.
I started this launch in the same way Jeff Walker does most of his. I asked my audience what I could do to help them. Here’s what Jeff calls the ‘Shot Across The Bow’ email asking for their feedback:
_____________
Hey [FIRSTNAME],
I’m in the final stages of creating some brand new Free training videos where I’ll be sharing how to find and safely get set in potentially fast-moving, long-term trends, how to get the most out of each one of those trends, and how to exit without leaving a fortune on the table…
But before I release the training… I want to make sure I cover YOUR single biggest questions, challenges or concerns.
All I’d like you to do is let me know your answer to this ONE important question:
When it comes to finding and participating in fast-moving, long-term trends, what’s YOUR single biggest challenge right now? (Please be as detailed and specific as possible).
Your advice on this would mean the world to me and really help me finalise the this new training.
Thanks so very much for your input, I really appreciate it!
Warm regards,
Rocky
______________
As you can see, the email is friendly and coming from a place of service. If you have any kind of relationship with people on your email list, in your Facebook Group, or your followers on social media, you can frame a similar message asking for their help and feedback.
We want to do this because we want to make sure of two things:
That your audience feels a sense of ownership in the end result because they helped you to create the training or program, and
We want to make sure we don’t leave anything critical out of our Pre Launch Videos or the product itself
Feel free to model the email above and also the Survey format for your market and modify it for your own needs. It works really well…
The First Pre Launch Content Video
Once I had received feedback and questions from members of my audience, I created the first PLC (Product Launch Content) video highlighting the Opportunity as discussed in Product Launch Formula.
Here’s the message inviting people to watch the video:
______________
Hey [FIRSTNAME]
Last week I asked for your advice on what your single biggest challenge was when it came to finding and participating in fast-moving, long-term trends, and the response was overwhelming.
Based on your feedback, the first new training video is ready for you to watch, and you can check it out here.
In this first video I cover how to find potential opportunities and show you how to know whether they are likely to result in a fast-moving trend or not.
You can also download the PDF Slides for the video, and there’s a comments section below the video where you can ask questions or comment on what we covered.
Please watch the first video here and leave your comments or questions for me.
Thankyou again for sharing your advice on what to cover in this 4 video series, I really appreciate your help.
Warmest regards,
Rocky
______________
Here’s what Pre-launch Video 1 looked like:
Apart from a couple of mentions of a paid course coming in the future, it was over 95% valuable content.
I also posted the video inside my Facebook group and quite a few people watched it there.
One of the questions I received from a number of people was “How do I draw a Swing Chart?” To give people more valuable content while I created the second PLC video, I recorded a tutorial video on how to create a Swing Chart, and here’s the email letting subscribers know about it:
______________
Hey [FIRSTNAME]
Being able to accurately draw Swing Charts is a core skill we need to master if we want to successfully use the TTC Setup I shared in the new training video I posted here a couple of days ago.
After watching that video, a couple of people asked me if I could go into more detail about how to draw Swing Charts because I really only touched on it briefly in that video.
So I’ve recorded an in-depth tutorial video (just over 10 minutes) showing exactly how to draw Swing Charts including how to account for inside and outside days.
You can watch the new video here.
BTW I’ve nearly finished the second new training video where we’ll be going through how to use Elliott Wave analysis to get set in positions near market turns, and much more.
I’ll send you a link to the new video as soon as it’s ready to go.
Chat soon,
Warmest regards,
Rocky
_______________
This video was pure content with zero pitch whatsoever.
The Second Pre Launch Content Video
A couple of days later I sent out PLC video 2, and the email I sent to subscribers is below:
_______________
Hey [FIRSTNAME]
Your second new training video is ready for you to watch and you can check it out here.
In this one you’ll learn:
– How to manage positions based on Elliott Wave analysis
– How to use trailing stops to keep you impositions for as long as possible
– How to know when to compound (and when not to compound)
– And we’ll look at a bunch of examples of managing positions using these rules in real markets
– I also share some timely info on potential setups that might confirm this week
Check out the video now while it’s fresh on your mind, I think you’ll find it helpful.
If you have any comments or questions, please post them in the Facebook group and Tag me so I can reply to you personally.
I hope you find the video helpful.
Warmest regards,
Rocky
_______________
Here’s what the second Pre-launch Video looked like:
Each video had links back to the previous videos, and I asked people to go back and watch the previous videos first if they haven’t done so yet.
It’s critical that people watch all of your PLC videos in the order you create them, because when they are done right they build on each other, leading your prospects seamlessly towards the conclusion they need to invest in your product or service if they want to solve their entire problem or achieve a complete solution.
Over the next couple of days I answered questions from subscribers in the Facebook group and by email and most people said they found the second video very helpful.
The Third Product Launch Content Video
A couple of days later I had the third PLC video ready and sent it to subscribers using this message:
_______________
Hey [FIRSTNAME]
Your third new training video is ready for you to watch and you can check it out here.
In this one you’ll learn:
– The 8 Critical Mindsets Framework I use to systemise things as much as possible
– How to use retracements and repeating ranges to forecast where trends and counter trends are likely to come to an end
– I also share some potential opportunities to be on the lookout for over the next week or so
Check out the video now while it’s fresh on your mind, I think you’ll find it helpful.
If you have any comments or questions, please post them in the Facebook group and Tag me so I can reply to you personally.
I hope you find the video helpful.
Warmest regards,
Rocky
_______________
A bunch of people watched the third PLC video and I had many comments and emails thanking me for recording it. Here’s what that third video looked like:
While I prepared the 4th PLC Video, I recorded a brief update video for subscribers and sent it to them using this email message:
_________________
Hey [FIRSTNAME]
I’ll have your 4th training video ready for you in a couple of days but before that I’ve recorded this short video update on some of the markets we follow.
You can watch the video update here in the Facebook group or here on Vimeo.
I really hope this helps.
Chat soon,
Warmest regards,
Rocky
__________________
This video was 100% content and kept me in front of potential clients in a no-stress, ethical way. I used what Jeff Walker calls the ‘Pivot’ where we go from purely training to preparing people for the 4th video where the details of the paid program are released and people can start signing up.
The All Access Page
The next day I sent subscribers a message letting them know they could watch the first 4 videos all on one page in case they had missed any or wanted to watch them again.
Here’s the message I sent:
________________
Hey, it’s Rocky…
If you missed any of the Masterclass videos I’ve been sending over the last week or so, or if you’d like to watch any of them again, I’ve put them all on one page for you so you can go through them all in one place.
You can watch them all on this page.
I really hope this training helps, and if you have any questions or comments, please post them in the Facebook group and Tag me and I’ll answer them for you.
Warmest regards,
Rocky
________________
The links in the email message took people to the All Access page that looked like this:
The feedback was again very positive with people emailing me thanking me for the All Access page.
The 4th Product Launch Content Video
A couple of days later I sent subscribers PLC Video 4 which announced the Program was ready for registration.
Here’s the message I used:
_______________
Hey [FIRSTNAME]
The 4th training video in our series is ready for you to watch here.
In this video we recap the key points we covered in the first 3 videos, and then I tie everything together by showing you how to use Time Cycle analysis to determine when markets have the potential to make minor and even major changes in trend.
I hope you find this forth video helpful.
Warmest regards,
Rocky
______________
Here’s what the page for Video 4 looked like:
People immediately started applying for the program and I went through a process of qualifying them to make sure they would be a good fit (more on this later).
The next day I sent another video with a recent Case Study showing how what they had learned in the previous training videos was used in a real life situation. This gave more Proof that what I was showing them actually worked.
Here’s the email I sent that day:
_______________
Hey [FIRSTNAME]
As part of our ongoing training series, I recorded this video for you yesterday showing how Time, Price and Pattern alerted us to several strong trends in Uranium.
Please watch the video here to see how the analysis you’ve learned is used in real time.
I hope you find this Case Study helpful.
Warmest regards,
Rocky
________________
More people applied after seeing this video and sales were starting to come in.
The next day I sent another video showing what was possible using the strategies I had been sharing in the Pre Launch Content. You have to be very careful to stress you are not making income claims in your marketing because you can get into strife with all kinds of three letter agencies if you do. Be SUPER careful that you don’t do that.
Here’s the message linking to that video:
________________
Hey [FIRSTNAME]
In this video I share a little of what’s possible if you follow the Rules I’ve been sharing in the Training using small positions with a degree of leverage.
It’s best to watch the video in full screen to see the detail.
It’s important to note I am not making an income claim or promising you can achieve the same or similar results.
What I share is just an example of what is possible.
Please watch the video here. I’d love to hear your thoughts.
Warmest regards,
Rocky
_________________
Again more people applied and other people who had expressed interest contacted me again with questions or requesting the order link.
The next day I shared another Case Study video showing one of the most popular markets my audience is interested in. This again showed verifiable proof that what I have been sharing worked.
Proof of Concept like this is critical if you want to sell anything for more than a few bucks. People have been disappointed a thousand times before and want to know they won’t be wasting their time if they sign up for your product or service. The main reason is because while they can always get more money, their time is a scarce resource and is something they can never get back.
With that in mind, here’s the email message linking to the Case Study:
________________
Hey [FIRSTNAME]
Because most Club members are interested in the US stock market, I just recorded this video Case Study showing how the lessons in Time, Price and Pattern have applied to the SPX over the last couple of weeks.
I also share my thoughts on where the US market could be headed over the next few weeks.
Make sure you check out this new video here to see how the analysis you’ve been learning can be used to enter markets very close to minor and often major changes in trend.
I really hope you find this Case Study helpful.
Warmest regards,
Rocky
P.S. I’m holding a live Gann & Elliott Wave Mentoring Program with a small group starting next week. We’ll be working on how to perfect your understanding of how markets move so you have certainty in any market situation.
Would you like to join us?
Just reply to this message and I’ll get you all the details.
_________________
Because we were getting very close to the official start date for the program, the next day I sent a personal message to everybody directly inviting them to join the program.
Here’s is that personal message:
________________
SUBJECT: A personal invitation
Hey [FIRSTNAME]
Over the last couple of weeks I’ve sent you a series of training videos to give you a glimpse of what’s possible when you truly understand how to read markets using Time, Price and Pattern.
What I shared in those videos is the culmination of over 20 years of study boiled down into the critical 1% that really makes all the difference.
And the fact is if you were to truly study those videos (as opposed to just watching them one time and moving on) you probably have all you need to eventually succeed in the market beyond your wildest dreams.
The problem for most people is they know what to do, but they don’t have somebody to hold them accountable so they can consistently do it.
This is why top performers in every field have coaches and mentors.
They have people on their payroll who keep them on track, highlight ways they can improve, and hold their feet to the fire so they can break through obstacles and reach peak performance.
I created the Gann & Elliott Wave Mentoring Program as a way of becoming your personal coach so I can help you to shortcut your path to success from months or years, to just a few weeks if you are prepared to do the work.
Yes there is work to do.
Yes you may have to un-learn some bad habits and instal new ones.
But once you master this time of analysis, you could be set for life…
The Live Gann & Elliott Wave Mentoring Program is starting this Friday, October 22nd at 7.00pm AEST.
Would you like to join us?
Just reply to this message and I’ll get you all the details.
I truly hope to you can join us as part of this life-changing program.
Warmest regards,
Rocky
_________________
People knew that what I was sharing with them worked because I had given them undeniable proof. The idea behind this email was to stress how much certainty people could have once they understood how the market moved and they were able to apply what they would learn in the program.
The next day I sent another Case Study video showing something that was actually happening in the market right at that moment. Here’s that message:
__________________
Hey [FIRSTNAME]
In this post Trend Traders Club group yesterday https://www.facebook.com/…/tren…/posts/4355760191126085/ I said it looks like EUR/USD may have completed an abc correction at the 50% retracement.
In the first screen shot you can see the chart from that post (you can click on the either of the images to open a full size chart in a new window):
In this screen shot you can see what has happened since:
When I made yesterday’s post I wasn’t already long, the post was to alert everybody to the potential for an abc correction and counter trend low near the 50% retracement.
As I’ve said in the training videos, I am not a financial advisor or broker so this is as close as I can get to screaming BUY THE EURO without actually saying it.
Looking at the charts above, the market made its counter trend low right at the 50% retracement and then made a higher Swing high followed by a higher Swing low.
This is the very definition of an uptrend according to Gann.
I entered long with two seperate positions as the 1 hour Swing chart turned back up creating the first higher low (Gann said “The safest place to buy is the first higher low).
As you can see, those entries are taken at the first higher low of the first higher low after a 50% retracement.
This is a high probability setup with very low risk because the stop loss is just below the Wave 2 or B Swing low.
The Euro now looks like it is rallying in a 5 Wave trend and the fact that the minor Wave 1 was taken out within just 2 bars indicates it is a minor Wave 3 of 3.
Because the trend looked so strong, I took an additional position just after the minor Wave 1 high was exceeded.
Everything you’ve learned in the recent training videos is on display here in real life in real time…
The initial entries right at the start of the current uptrend
Taking some off the table at the end of Wave 1 or A
Entering again right at the 50% retracement as the uptrend resumed
Compounding into a strongly trending market
Of course we have no way of knowing what will happen next.
The market could turn around and go the other way.
However by treating every setup as just another opportunity in the INFINITE GAME it doesn’t matter what happens with this one.
There are thousands more to look forward to.
And because we are following a set of rules that have proven themselves over time, we will eventually be on board some major trends that last weeks or months…
If you can see the potential of knowing how to consistently do this yourself in the markets you are interested in, you should join me for the new Gann & Elliott Wave Mentoring Program.
Over the next few weeks you’ll learn EXACTLY how to read the market like this so you can play the Infinite Game for the rest of your life.
For all the details, just reply to this message and put Gann in the subject line.
The Program is starting this Friday, October 22nd, so as soon as I hear from you I’ll send you all the details right away.
I hope to see you on the first live meeting on Friday Evening.
Warm regards,
Rocky
_________________
This message generated more interest and sales. The next day subscribers received another Case Study with an update on one of the Stocks we had been watching in the Facebook group.
Here’s the email sent that day:
_________________
SUBJECT: Case Study: The A2 Milk Rally Continues
Hey [FIRSTNAME]
We’ve looked at Australian stock A2 Milk a few times over the last few weeks as it was coming out of its recent correction.
The most recent post was this one on October 13th:
The stock did make a counter trend as expected and the strong rally continued.
Here’s an updated chart showing where the stock is today (click on the chart to open a larger version):
On the chart you can see the initial TTC entry which as you know is the signal this stock was probably starting to trend.
After a minor correction to just above the .618 A2 rallied strongly again, pulled back in a 2-day counter trend, and today rallied to a new high for this move.
While anything can happen, at the moment this is the essence of a strongly trending stock.
This is exactly the type of thing we look for because price moves away from our entry quickly reducing our risk and allowing us to compound safely.
These are the trends I will help you identify early when you join us in the Gann & Elliott Wave Mentoring Program.
In fact, if you’d joined me in this one setup and closed it out today you’d be well on your way to paying for your entire membership fee in the Program already.
Now please note I am NOT making an income claim in what I said above. I am just stating a fact.
Your results will obviously vary and nobody can guarantee anyone will make any sort of return. You know the drill.
If you can see the potential of knowing how to consistently do this yourself in the markets you are interested in, you should join me for the new Gann & Elliott Wave Mentoring Program.
You’ll learn EXACTLY how to read the market like this so you can have the certainty you need to do very well in todays markets.
Just reply to this message and put Gann in the subject line and I’ll send you all the details.
The Program is starting this Friday, October 22nd, so as soon as I hear from you I’ll send you all the details right away.
I hope to see you on the first live meeting on Friday Evening.
Warm regards,
Rocky
_______________
We were getting down to the wire now and with 24 hours to go, I sent the ’24 Hour Warning’ message the next day. Here’s that email:
_______________
SUBJECT: 24 Hour Warning
Hey [FIRSTNAME]
The first Live session in the new Gann & Elliott Wave Mentoring Program starts in just over 24 hours so now’s the time to register if you are going to join us.
As a member you’ll learn EXACTLY how to read the market like I’ve been showing you in the Masterclass videos over the last couple of weeks.
In case you haven’t had a chance to see all the details yet, I’ve put everything in this Google Document so you can check it out.
The Program is starting at 6.00 PM tomorrow evening Brisbane time (AEST), so check out the details here and then let me know if you’re In, Out or if you have a question.
I hope to see you on the first live meeting tomorrow evening.
Warm regards,
Rocky
_______________
Now while quite a few people had already joined the program paying full price up front, some people who had expressed interest said they just couldn’t afford the full price right now. With this in mind, I created a 6-payment option and let people know about it using this final message:
_______________
SUBJECT: Join us for just $200 today
Hey [FIRSTNAME]
A few people have mentioned they would love to join the Gann & Elliott Wave Mentoring Program before the price goes up but they couldn’t quite swing the full amount right at the moment.
With this in mind, I’ve put together an option for you to join us today and spread the payments out over 6 months interest free.
That means you can join today for just US$200, get access to my personal one on one mentoring, attend the next 4 live weekly group coaching calls to have your questions answered, receive at least 3 weeks of the Setup Alerts PDF, and even go through most of the 95/5 training in the members area before your second payment is due.
Then if you don’t think joining the program was the best decision you’ve ever made, just let me know and I’ll refund your initial payment and cancel your future payments so the whole thing was free.
I’m doing this because I don’t want finances to hold you back if you are really keen to learn and do what it takes to succeed.
As a member you’ll learn EXACTLY how to read the market like I’ve been showing you in the Masterclass videos over the last couple of weeks.
So if this is something you are interested in and you haven’t had a chance to see all the details yet, I’ve put everything in this Google Document so you can check it out.
The Program is starting at 6.00 PM tonight Brisbane time (AEST), and I’ll need to know you’re coming a couple of hours before hand so I can send you the access details for tonight’s call.
So check out the details here if you’re keen to know more and then let me know if you’d like to take advantage of the payment plan ASAP.
I hope to see you on the first live meeting tonight.
Warm regards,
Rocky
________________
This final email resulted in 6 more members coming on board using the payment plan, and one more person who had been on the fence paying in full.
This is what you will usually see. When you open up your shopping cart you will have the super keen people join you right away. Then as you go through your Open Cart period a few sales will trickle in as long as you keep reminding people about your launch.
Then as your deadline approaches you will see a burst of sales, with a final flurry just before the Shopping Cart closes. There’s nothing like a deadline to force people to make a decision.
How To Convert MANY More People Into Buyers
So that was the final email in the sequence and we’ll get to the results shortly, but first I wanted to share something that could really move the needle for you if you are selling a product or service that is medium to high ticket.
As you will have seen in PLC video 4 and in some of the emails, rather than just giving people a ‘Buy Now’ link, I asked them to contact me by email and let them know they would have to complete an application if they wanted to join the Program.
I did this because I am guaranteeing their results and offering a full refund if I don’t perform, so I wanted to qualify people before I admitted them into my close knit community of very successful traders and investors.
I qualified each person through an email conversation and only admitted the people I was confident I could help to become successful.
The Conversational Close
Here’s an example of a typical email conversation thread so you can get the feel for how to do this if you’d like to model it. You can see how a friendly email conversation can turn a ‘No I can’t afford it’ into a ‘Yes, I’ve paid the first $200 today :-)’ by truly caring about a person and meeting them where they are…
NOTE: I’ve removed the links to various pages because I will be moving the pages over time.
This message was sent to people who had had asked for more information on the Program but had not responded after I sent them the details:
_____________
Hey Stephen
The first Live session in the new Gann & Elliott Wave Mentoring Program starts in just over 24 hours so now’s the time to register if you are going to join us.
As a member you’ll learn EXACTLY how to read the market like I’ve been showing you in the Masterclass videos over the last couple of weeks.
In case you haven’t had a chance to see all the details yet, I’ve put everything in this Google Document so you can check it out.
The Program is starting at 6.00 PM tomorrow evening Brisbane time (AEST), so check out the details here and then let me know if you’re In, Out or if you have a question.
I hope to see you on the first live meeting on tomorrow evening.
Warm regards,
Rocky
_________________
Reply from Stephen:
Hi,
I really would like to attend, but cant afford it right now.
Stephen
___________________
My reply:
Hey Stephen,
Thankyou for getting back to me, I understand if the timing isn’t right for you to join us in the Program right now.
I was just thinking, I would be happy to spread the payments out over 6 months to make it possible for you to attend now instead of possibly missing out on several months of opportunities in the market.
Please let me know if that would help and I’ll set it up.
Either way, thankyou for your interest I’m the Program, yes please stay in touch.
Warm regards,
Rocky Tapscott
____________________
Reply from Stephen:
Hi Rocky, thanks for quick answer.
Yes it would be a possibility. ATM I just work 50% bcs of stress syndrome. So my income is less. That is why it is more difficult now. Is this for lifetime? I really think it would be a good thing then. To learn the skill together, maybe you will start a Group for your students as well who attend?
Stephen
_____________________
My Reply:
Hey Stephen,
Thankyou for getting back to me.
I’m so sorry to hear you are unable to work full time. I hope you are able to recover soon.
Yes as a member you have lifetime access to the training, and you are also eligible for all of the updates I add in the future.
We have a Facebook Group for members of this program where we all chat and post potential setups and comment on each others posts.
If you’d like to join us you can start with US$200 today and then 5 monthly instalments of US$200.
That means you can join today for just US$200, get access to my personal one on one mentoring, attend the next 4 live weekly group coaching calls to have your questions answered, receive at least 3 weeks of the Setup Alerts PDF, and even go through most of the 95/5 training in the members area before your second payment is due.
Then if you don’t think joining the program was the best decision you’ve ever made, just let me know and I’ll refund your initial payment and cancel your future payments so the whole thing was free.
If that sounds like something you’d like to do you can use this payment link to register:
PAYPAL LINK WAS HERE
Once you’ve made your payment, you’ll be taken to a Thankyou page with a link to click through to the membership site where you can register for access to the training and other content.
As soon as you’ve registered, you’ll receive a Welcome email with instructions on what to do from there.
If you have any problems, please let me know straight away and I’ll get them sorted for you.
I really am looking forward to working with you mate.
See you inside,
Warmest regards,
Rocky Tapscott
___________________
Reply from Stephen:
Dear Rocky,
It sounds perfectly Okay with me. I work 50-75 % now because of stress syndrome so I have less income. I hope to get well soon. I can pay that 200 dollars now. Then the rest within 5 months I think, not sure how my income will be. If normal income starts soon I can pay faster, otherwise maybe we can decide together? How do I go on now? I missed the first session I believe. One more question, is this on lifetime access? And is it 1200 dollars totally?
By the way,I have paid the first 200 USD today 🙂
Best Regards
Stephen
____________________
My Reply:
Hi Stephen,
Great to hear from you mate, and thankyou for joining the Program today.
Please let me know if the monthly payments be too much and we can suspend them until you are ready.
There’s no hurry so, the main thing is for you to focus on your health and work on getting well as soon as you can.
Yes the full price is US$1200 and your access to the Program is for as long as you need it. That will be for the next few years at least.
You should have been taken to this page to register for the Members site LINK TO MEMBERS REGISTRATION but I couldn’t see your name there. please head over and register.
Once you are logged in to the members area, watch the video where I take you through the site, and then you can start going through the initial steps.
When you are ready you can watch the replay of Friday’s Meeting by clicking here
LINK TO FIRST SESSION REPLAY
As soon as I see your request to join the Facebook Group I’ll approve your access, although I’m going to bed soon so it might be tomorrow.
Thankyou again for joining the Program Stephen, I’m looking forward to working with you.
Warm regards,
Rocky Tapscott
___________________
That was the end of the process…
NOTE: By creating ‘Friction’ like this you could potentially reduce your response rate, but you will have better qualified, more committed clients and customers who do the work, get results, and don’t ask for refunds.
Some of the conversations were much shorter than the one with Stephen (EG. please send me the link), some were longer, but virtually every person I corresponded with in this way became a member.
You simply cannot get high conversion numbers like this by just putting a Payment link on a website and hoping for the best.
Can you see how powerful it is to find out what each person’s needs are and meet them if at all possible so they see joining your program as a no-brainer?
Stephen went from “I can’t afford it” to “I paid the first $200 today” in just a couple of days. And he wasn’t the only one.
Now it’s up to me to help Stephen succeed and I’m sure he will because he is committed to the process.
The Results
Below I’ve shared a screen shot of some of the orders of people who joined the Program. You can see the burst of orders on the last day when I announced the 6-pay plan.
By the time it’s all said and done, this Internal Launch will generate around A$19,000 in net profit which is not bad considering I don’t have a large email list. It works out to around $20 per subscriber if all of the payment plan clients continue and pay all of their instalments.
The biggest benefit though is now that I have all of the Pre Launch Content and email messages created and tested so I know they convert, I can use them to put together an Evergreen Launch that will be able to generate sales day in, day out, indefinitely.
All it will take is running some ads to put people into the front-end of the funnel, and then have email (or Facebook Messenger or SMS) conversations with the people who are interested in joining. Plus I can run the live launch 3 or 4 times a year if I want to at a higher price (because they get access to me personally) to generate more clients.
Eventually I may run a JV Launch, but I’ll need to employ and train a couple of people to hold the email/messenger/SMS conversations with prospects because I Just won’t have time to do it all myself.
Things I Learned For Next Time
There are a few things I will do differently next time:
I will send people to Facebook Messenger or use SMS for the Conversational Close because it can be more personal
I may trial a Chat Bot to pre-qualify people because the first message I sent out requesting more information was virtually the same for everyone
I will space the core PLC videos more closely together to keep the momentum moving along better
I will release the 6-payment program earlier because it probably cost me sales by leaving it to the last day
I will send more messages on the final day (I only sent one this time) because done right you can often double your sales in the last few hours of the last day. Jeff recommends 4 messages on the final day but it’s up to you if that sounds a little aggressive
To Sum Up
I hope you have found this Case Study helpful and you are able to use what I’ve shared here in your own business to launch (or re-launch) a product or service.
Now I know this may look easy when it’s all spelt out for you like this, but there are hundreds of nuances in the email messages and each piece of Pre Launch Content that may not be immediately obvious.
There is what Jeff calls the Pre-Pre-Launch, The Seed Launch, The Quick Launch, The Business Launch, the Post Open Cart Followup Sequence, the Affiliate/JV Partner Pre-Launch and Launch, and so much more.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
Ryan Levesque is currently using Jeff Walker’s Product Launch Formula to re-launch his fabulous ASK Masterclass, and it’s very instructive to see how he’s integrating his ASK methodology with PLF to laser target his marketing message.
I’ve seen quite a few big players doing this type of lead segmentation lately (including Jeff during his PLF launch at the end of 2017) and it is a great way to increase your conversions.
Here’s how Ryan is doing it…
When you arrive at his landing page, you see an offer to learn how Ryan made his first $1 million dollars online, step-by-step. When you click on the orange button that says Click Here For Instant Access…
… you see a popup form where Ryan is implementing a cut-down version of his ASK Method strategy and segmenting people into 5 different groups (or what he calls buckets).
His 5 buckets target people who are:
Just getting started
In their early stages of business growth
Coaches and consultants who work one-on-one
People will larger businesses that have a chance to scale
Marketing consultants and agencies
Ryan has determined that these are the 5 main groups of people he can help by doing in-depth survey’s of his prospects (using what he calls Deep-Dive Surveys), and has customised his marketing message based on where people tell him they are in their businesses.
When you’ve selected the category that’s the best fit for, just click the ‘Continue’ button…
…and you’ll see Step 2: Fill Out The Form Below. When you enter your email address and click the ‘Continue’ button…
…you see this screen with the message ‘Generating Your Custom Training…’ This gives the impression that your training is being customised (because it has been), and I’m guessing this is also where Ryan ‘cookies’ people for retargeting later.
After a few seconds, you are automatically redirected to Ryan’s Ask Method Masterclass training site where he has the typical 4-video PLF setup – 3 content videos spaced a few days apart, and a final sales video inviting you to join the program…
Every part of this process is scientifically designed to take people logically and smoothly through the optin process using what Ryan calls micro-commitments. Micro-commitments use the persuasion principle of Commitment and Consistency to allow people to take baby steps, which is a great way to get them to complete any process without overwhelming them.
Ryan’s Masterclass content is evergreen, so he can run this type of product launch several times each year without having to reinvent the wheel or create any new content at all.
I remember when Ryan first created the original content for what has now become The ASK Masterclass. It was with a Seed Launch for a product called Survey Funnel Formula (I went through that Seed Launch with him as he created the product).
A couple of years later, Survey Funnel Formula was starting to morph into The ASK Method. In fact, here’s a screen shot of the exact email Ryan sent out for his Deep Dive Survey when he was asking for feedback:
As you can see, readers had 4 options to choose from. When you clicked on one of those links, you were taken to one of 4 different pages where Ryan asked just ONE question.
Here what a couple of those pages looked like:
…and another one…
When you clicked the Submit button, you were taken here…
Quick and simple. Based on the answers to what Ryan calls the SMIQ (Single Most Important Question) he created the core content for his ASK Masterclass, and now he’s running another launch with Jeff Walkers proven Product Launch Formula system doing the heavy lifting.
Can you see how powerful it is to combine the PLF process and The ASK Method? It gives you a one-two punch that is hard to beat.
And if you would like to learn more about everything to do with launching your own product or service, including seeing more examples and case studies of people who have used PLF with lead segmentation during the optin process like this, check out Jeff Walker’s free Product Launch Masterclass here.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
Sourcing new products that are going to be profitable, or creating products of your own that are likely to be in-demand, is just one piece of the puzzle when it comes to running a profitable business.
The most important part of the whole process is to find a way to get your products or services into the hands of as many people as possible, and doing it profitably.
One of the best ways to do this is to use a ‘launch’.
To show you how that’s done, Jeff Walker has just started the 2019 pre-launch for his flagship Product Launch Formula, and the first live training he delivered was awesome.
If you would like to know how the creator of the online product launch ‘launches’ his own flagship product, you can watch the replay here.
In this first PLF training session from Jeff you’ll learn:
How and why to use sequences to create an amazing launch
Jeff’s famous “Sideways Sales Letter”… how it’s revolutionised online marketing, and how to put it to work in your business
Exactly what you should put in each one of your launch videos
How to layer powerful Mental Triggers into your prelaunch sequence so your product is magnetically attractive
How to deliver just the right amount of content in your prelaunch, so you deliver tons of value but still make the sale
This lesson is a terrific example of how to create valuable pre-launch content for when you’re launching (or re-launching) any product or service.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
Using the Product Launch Strategy Jeff Walker teaches in PLF is an awesome way to generate a bunch of sales quickly, while building the bond you have with your audience.
But honestly, a launch takes a LOT of work, and you don’t want to be constantly ‘launching’ stuff or your readers will end up with ‘launch fatigue’ and just stop opening your messages.
So what do you do in those times between your launches to keep up the momentum, keep your audience happy, and make more money?
…one great idea that’s inexpensive and works like magic is to spend some time optimising your order forms for when somebody does buy from you (this will make your affiliates LOVE you too).
When you think about it, by the time somebody gets from somewhere else online to your website, reads your content, decides to buy and arrives at your order form, you have a prospect with a credit card already in their hot little hand, and they are in a buying frame of mind.
That means there’s a good chance if you put another related offer in front of them while they are going through your order process (the proverbial, “would you like fries with that?”), they’ll often be happy to take it.
And when you get the ‘order form bump’ or up-sell offer right, you’ll start making more money with every customer who comes to your website, or walks through your door.
So what’s the secret to creating a backend or upsell offer that gets your prospects clicking the “Yes, Add This To My Order” button on your order page?
Use this 7-Step Product Launch Strategy
1. Make Sure the Up-sell Adds To And Enhances The Main Offer
The very first thing you need to do is make sure any upsell you offer is tightly related to the main offer. The best way to do it is to make it not only closely related, but something that actually enhances the use, utility, or enjoyment of the thing they purchased in your main offer.
A classic example is McDonalds. When you order a Big Mac, any well-trained staff member will ask if you want fries and/or a drink with that. It clearly works because a lot of people say yes to this offer, because if you’re into fast food, fries and a drink enhance the enjoyment of your burger.
Now you can do the same thing regardless of what you’re selling. For example:
If you’re selling a weight loss app, you could offer a low-fat cookbook or a collection of smoothie recipes as an up-sell on your order form
If your main offer is an email copywriting course, you can offer a number of personal copy critiques on the backend
If your main product is all about setting up and running a successful Accountancy Practice, You can offer tools on the backend, such as a course on generating leads, or a package of marketing campaigns that have worked successfully for others
Say your main product is a “how to manage your debtors” course. You can offer an upsell that includes resources like a debt management checklist and workbook, and 5 personalised debt-management counselling sessions with you or one of your advisors
If you main product is a set of weightlifting training videos, you can offer the weights themselves as an up-sell
So the idea here is not to just toss any old offer in front of your prospects and hope for the best. Make sure your up-sell and main offer go together like… well, like Big Macs and fries.
MAJOR CAVEAT: Do NOT leave anything critical to getting the results your customer expects out of your core product, and try to offer the ‘missing piece’ as an up-sell.
You’ve probably seen offers like this before. You buy a product that promises X result, and then you are offered an up-sell that basically says “Well the thing you just purchased won’t work properly unless you also buy this other thing…”
Not only will this piss your customer off and stop them buying your up-sell, you’ll probably lose the initial sale, and the customer’s future business as well. Plus they are likely to give you negative reviews and bitch about you to everyone they know.
Not good…
OK, so next up…
2. Offer an Irresistible Deal
Putting a related offer in front of your prospects is a great way to increase your sales. But turning that offer into an irresistible, no-brainer deal is even better.
Let’s look at the fast food example again. If you order a burger with a small fries and drink, the person taking your order will likely ask you if you’d like to “super-size” your order for just a small extra charge. The reason this works so well (to the tune of BILLIONS of dollars every year) is that the deal is irresistible.
You get yourself a LOT more of what you want for just a little bit more money.
And it doesn’t matter what you’re selling, you can do the same thing in your business.
For example:
“I usually charge $997 up front and $397 per month for this sort of coaching. But as a valued member of my new Stock Trading group, you’ll get a special price of just $197 per month for this same high-quality coaching, and I’ll waive the up-front setup fee entirely…”
“And you’re not locked in. Try out the program for a full month, and if you feel it isn’t for you for any reason, let me know and I’ll give you a full refund, no questions asked…”
If you are a trader and you’ve just purchased a Stock Trading product, this sort of offer would be virtually impossible to refuse…
One more example. I know a well top marketer in the supplements market who makes an irresistible offer for his core product, and then offers an up-sell consisting of more of the exact same product for an even lower per-pack price.
So people buy 2 packs of something they know they want (and will likely continue to use) for $49.00 with free shipping, and then because they’ve just made a purchase, they are offered another FOUR packs of the exact same product for just $49.00 as a reward.
And as a result, his sales are BOOMING…
Ok, next up…
3. Make Use Of Short-Form Copy
So now you’ve got an eager prospect sitting on your order page with their credit card in their hot little hand, it is NOT the time to put another long sales letter or sales video in front of them.
They’re eager and ready to buy. If you put another intimidating wall of text or video in front of your prospects, you might just have them hitting the back button and abandoning the order form, never to be seen again.
SIDEBAR: There are plenty of studies to show that the shopping cart or order page abandonment rate runs as high as 95% for some merchants. That’s why optimising your order page to improve conversions, and minimising friction as much as possible is one way to generate a whole lot of free money.
You’ve already done the hard work of getting them into the kind of emotional state needed for them to buy, so you’ve already built your credibility and established trust to some extent.
You don’t need to do any of that again.
Now all you need to do is simply focus on the benefits and results they can achieve if they take your up-sell offer. The fact is, your up-sell page copy might be nothing more than a results-driven headline, a list of the top benefits, and a action-orientated call to action (such as Yes! I Want This“).
TIP: As with everything you do in your marketing, test to find out for sure what your audience responds to the best. Split test different headlines, your bulleted list of benefits, your call to action and your order button text. You might even test to see if short-form copy beats a short sales video.
You’ll never know until you try.
Next…
4. Frame Your Price (So You Don’t Scare People Away)
You’ve already sold your prospect on purchasing the main offer, and they’ve already agreed to whatever price you’re charging. So when you offer an up-sell, you’ll want to frame the price so that it focuses on the up-sell only.
Let’s look at an example…
Suppose you’re selling a video training course for $97, with an up-sell offer for $27 for an app.
When it comes time to ask for the order, you do NOT want to say this:
“Would you like to add the app to your order, making it a total of $124 for the course and app?”
Suddenly that sounds like it’s going to cost a lot. Your prospect is likely to start second-guessing their purchase “Do I really want this thing after all…”. And in a flash you could lose the whole sale.
Instead, make sure you focus on the price of the up-sell only: “Would you like to add the app to your order for just $27 more?”
Ahhhh… that’s so much better. That sounds like it’s doable. And because the prospect is already planning on spending $97 with you, that extra $27 doesn’t sound like such a big deal, especially when they think about the added enjoyment they will get.
It’s just like when you are buying a car. If you’re like a lot of people, by the time you’ve decided on the make, model, colour and basic accessories, and taken the car for a test drive, it’s a slam dunk for the dealer to up-sell you all sorts of other accessories to ‘personalise’ your car.
And these additional items are always presented in a non-threatening way. Well you can have metallic paint for another $3.00 a month. And a sunroof for just $4.00 a month.
Before you know it, your monthly payment is $100 more than you wanted to pay, but you’ve personalised ‘your’ car to the point where in your mind you already own it, and you just want to get the deal done. You’re excited about driving away in your new vehicle, and there’s no way you’re going to back out of the deal now.
They’ve gotcha 🙂
It’s all in how you frame it for your prospects.
Next…
5. Create a Nagging Sense Of Urgency
Nothing gets people jumping all over your fancy order button like a true sense of urgency. And a great way to create this sense of urgency is by making your upsell offer genuinely scarce.
For example, you might make your up-sell a one-time offer. That means it’s something that’s only available right now while your prospect is on the page.
If she doesn’t grab it now, she won’t be able to get it in the future. Or if the product is available somewhere else, she may be forced to pay full price (yuk!).
An example might be:
“Special one-time offer: add this exercise-planning app to your order right now, and it’s yours for 60% off the normal price. If you leave this page, this special price disappears for good… grab your discount now before it’s gone!”
Next…
6. Use A Compelling Call To Action
Good copywriting rules apply to your up-sell in the same way they do to your main offer. And that means if you just drop the order link in front of your prospects and expect them to click it, you’re going to be disappointed.
Far better instead to create a strong call to action that gets people to act now. You should tell prospects what to do next, and give them a powerful reason to do it.
For example:
Click here now to add this app to your order. And remember, this special 60% off offer disappears when you leave this page, so order now!
Your up-sell page is going to have two options.
One option is “Yes, add this to my order.”
The option on the other link is, “No thank you, I don’t want this.”
To avoid confusing your prospects, these should be the only two options on the page. People will either add the up-sell to their order and continue with their purchase, or they’ll skip your offer and just stay with their original order.
Now here’s a sneaky but powerful trick you might consider testing…
Phrase your “yes” and “no” options in a way that helps compel people to click on the “yes” option.
For example, say you’re selling some sort of weight-loss information. Your buttons might have these two options:
“Yes, I want to be ready for the beach!”
“No thanks, I don’t want to get rid of my love handles.”
See how that works?
The “yes” option focuses on they outcome they want and provides a benefit. The “no” option asks the prospect to agree with something that they probably don’t want to agree with. That’s going to make them stop and reconsider your offer.
Here’s another example:
“Yes, I want to save money on my electricity bills!”
“No, I’m not ready to save money just yet.”
And one more…
“Yes, I’ ready to find my soulmate.”
“No, I’m ok with being on my own for now.”
And finally…
7. Make It As Easy As Possible
If you followed all the tips above, you should have a prospect who’s as ready as she’ll ever be to complete her order. Now your goal is to make it as easy as possible for her to place that order and grab your up-sell.
The last thing you want at this stage is make your prospects jump through a bunch of hoops. Don’t include unnecessary steps between them and their getting their hands on their order. And don’t put obstacles that create ‘friction’ in the way.
Because if you do, your prospect is likely to lose their enthusiasm and abandon their shopping cart (as I mentioned earlier, up to 95% of people do just that…).
Here are some dos and don’ts to follow:
Do make it as easy as one-click. If you’re offering an upsell right after the customer has already filled in the order form, it’s critical that you make it as easy to buy the upsell as clicking one button. In other words, you do NOT want to make your prospect fill out the order form or their credit card all over again. (WARNING: Paypal often makes your customers do this)
Don’t make them run through a mind numbing gauntlet of up-sells. You have probably been through sales funnels that three, four, five or even more up-sells (The Warrior Forum and JVZoo are notorious for doing this crap). Quite often people can’t even get to the order form without going through 4 sales videos and accepting or declining every one of these offers.
You know yourself how painful it is to run the gauntlet like this, so don’t do that to your customers! Just put one or at most two well-placed offers in front of them and leave it at that.
And if they decline one or both up-sells, send them straight through to the order form. Don’t make them go through a bunch of additional offers. The customer experience sucks and will seriously decrease your conversions (and risk future sales as well).
Don’t make people “register” before ordering. If you need your customers to create an account, then have this account automatically created during the purchasing process. Even if the amount of “work” you’re asking the customer to do is the same, framing is the key here. If you suddenly force a customer to “create an account” before they can finish placing an order, they may just dump their cart and disappear.
Ok, so now let’s wrap things up…
To Sum Up Your Product Launch Strategy
You’ve no doubt heard the saying, “Strike while the iron is hot.”
When it comes to making sales, the iron is never going to be as hot as when you have a prospect filling out an order form. That’s why it’s a great time to “strike” by offering an irresistible up-sell offer they simply can’t refuse. So get started on boosting your sales by creating upsells on your order forms today – and increase your conversions using the seven proven ideas you just discovered!
As I mentioned at the start of this post, the list you build during your product launch is going to become your most valuable business asset, and will give you the perfect springboard for creating a profitable, long-term, sustainable business for yourself and your family. To learn more, check out Jeff Walker’s free Product Launch Masterclass here.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.
Once the excitement of your Product Launch Formula launch has settled down, and your new customers are happy and contented with the product they bought from you, running regular flash sales is a great way to generate a lot of sales and buzz in a very short period of time.
The best way to do this is to plan each promotion a few weeks in advance, and invite your PLF marketing partners to promote the event with you. Having some of them on board will help to build anticipation among your prospects and customers and increase your sales significantly.
So you don’t miss any of the critical steps in running a successful flash sale, make sure you follow this 25-point checklist every single time…
1. Define A Goal For Your Flash Sale
The first step is define your goal for this sale. Ideally you’ll set one primary goal to focus on, though you may have secondary goals as well.
Your goals might include:
Acquisition of new customers with an irresistible low priced offer
Generating more sales for one of your front-end profits
Boosting the sales of a higher ticket product or service
Creating some excitement among your affiliates
Creating some buzz for your products or services in your market
Establishing yourself as a “big player” in the niche
Cross promoting different lead magnets to build your mailing lists
Generating excitement about the launch of your NEXT product
So pick your primary goal, and then let’s move on to Step 2…
2. Pick A Product Or Service That’s Already In Demand
No matter what your goal is, for best results you’ll want to promote something that’s already in-demand. And throwing a flash sale for one of your most popular products serves this purpose perfectly. Of course you can also run a flash sale on a newly released product, but you’ll want to be sure it’s something your market really wants to buy.
In other words, do your market research first! Specifically, you’ll want to:
Search marketplaces like ClickBank.com, JVZoo.com, and Amazon.com to see what the hottest selling stuff is in your niche
Do some snooping around to see what the top marketers in your niche are selling on their websites, promoting in their newsletters, and offering to their social media followers
Search Google and look at the products people are paying top dollar for to advertise with Google Adwords
Look for banner ads on the top sites in your niche, and study the ads you see coming through your Facebook newsfeed
Once you’re sure you have a popular product to promote, then move on to…
3. Choose A Date For Your Promotion
When you are choosing a date for your flash sale, keep these points in mind:
Choose a date that is at least 2 or 3 weeks away, so both you and your affiliates have plenty of time to prepare and schedule in a mailing date
Research the date on sites such as JVNotifyPro.com to see if there is anything major going on at the same time. If a really popular marketer in your niche is opening the shopping cart for a huge product launch on the same date, you’ll struggle to get affiliates onboard or customers to take notice of your messages
Next…
4. Decide On Your Irresistible Offer
Here’s where you decide on the following points:
What components will you include in the offer? For example, are you going to include extra bonuses to make the offer even more attractive?
Are you going to offer a big discount to increase the number of sales? Hint: A flash sale will have the best results if you make a really attractive offer, such as 40% or more off the regular price
What percentage of the sale price will you give to your affiliates? The percentage you pay out is partly going to depend on your goals. If you’re goal is to build a big list, getting your affiliates really involved and generating backend profits later, then you might want to give all or most of the frontend sale price to affiliates as commission. If your goal is to generate a lot of frontend profit, you can offer a more standard 50% commission to your affiliates. (Of course this assumes you’re selling digital products. The commission percentages are going to be smaller if you’re selling physical products.)
Next…
5. Determine How Long Your Flash Sale Will Run
As the name implies, a flash sale happens in a flash – it’s usually over in a matter of hours, but it may run anywhere from four hours to twenty-four hours. So…
Determine the starting and ending times of your sale
Plan on running your sale for at least 8-12 hours to get maximum exposure
Consider your prospects’ time zones and activities (such as work) when deciding the start and end times of your sales. In other words, you don’t want the entire sale to fall within the working day of your audience, or you’ll probably have a lot of people missing out
Next…
6. Create Your Marketing Materials
Now it’s time to create sales materials for your marketing partners to share with their audiences. These materials are for these three purposes:
To build anticipation for the sale in the week leading up to the sale day (similar to Product Launch Formula’s pre-launch content)
To announce the sale itself (like Jeff Walker’s ‘Open Cart’ email)
To send out one or more reminders about the sale during the day of the actual sale (to create scarcity and increase urgency)
Think about the types of communication channels you and your affiliates will be using to reach prospects, and create marketing materials for those channels.
For example:
An email sequence covering the full period of the promotion
A series of story-based blog posts leading up to the sale
Social media posts with links back to pre-sale content and the offer itself (short messages for Twitter, longer messages for platforms like Facebook)
Text messages with links to your promotional content
Once you’ve created these materials, upload them to the affiliate centre so they are ready for your partners to grab them.
Next…
7. Let Your Partners Know About The Upcoming Sale
If you already have a group of affiliates or JV partners, then now is the time to let them know about the sale.
Give them at least two weeks notice of the sale so they have time to prepare. More time is preferable because top affiliates usually have a full mailing schedule
Give your affiliates login details so they can access the product (in case they want to do a product review)
Let them know how they can promote (e.g., how to get their affiliate link easily)
Give them links to the marketing materials inside the affiliate centre and ideas on how to use them
Generate some excitement around the event. Talk about the commissions they can earn, the current conversion rate on the sales letter, etc
Give your affiliates a detailed timeline so they know when to send out your pre-sale materials
Next step…
8. Reach Out To And Recruit New Marketing Partners
If you’d like to turn your sales day in to a really big event, you may want to reach out and recruit some new affiliate partners to help you out. You can do this yourself, or you can pay an affiliate manager or JV broker to do it for you.
Of course it’s going to be easier to get people to say yes to your request if they already know and trust you. With this in mind, here’s an example email or social media message you can send to your potential partners…
Subject line: just wanted you to be the first to know…
Hi [First Name],
[Your Name] here from [your website]. I’ve got a flash sale coming up in [number of weeks], and I’d like to extend a personal invitation for you to join in on this unique event where you can generate [percent] commissions – that works out to be [$ amount] for every sale you bring in.
This sale is for [name of product] which is one of my best converting products, and [give them a quick description of the product]. This would be a good match for your audience because [explain the reason their audience will like it].
You can take a look for yourself and download a free copy of the product here: [download link]
This flash sale starts at [time and date] and ends [insert when it ends]. Because the sale period is so short, we’re expecting conversion rates to be higher than normal, which are currently [percent conversion rates]. That means those [$ amount] commissions are going to add up for you fast!
I’ve already set everything up for you so it’s quick and easy for you to take part in this event.
Here’s your affiliate link: [insert link]
You can get a complete set of emails and ads to promote the event here: [insert link to affiliate centre]
Shoot me back an email to let me know if you’re on board or if you have any questions! I’m looking forward to working with you [First Name].
[sign off]
p.s. The people who jump in early get the biggest commission rates. Hit reply to let me know you’re in, and I’ll lift your commission rate to [percentage]…
9. Take Care Of All The Technology
A popular, well-promoted flash sale can create a lot of traffic to your website. And in turn, this sort of heavy load on your web server can create a lot of problems on your site. That’s why you’ll want to sale-proof your systems.
These 3 steps are important:
If you’re not every technically minded, or if your time is better spent running the rest of the launch, then hire a tech person to handle hardening up your system
Make sure you have a premium web hosting account that can accommodate a big spike in traffic and requests
If you already have a dedicated server, make sure it’s ready for higher than normal traffic
And then…
10. Prepare Your Customer Service Department
Another area where you’re likely to see a big spike is in your customer service requests. Most of them will be minor (lost logins, difficulty access the downloads, refund requests, etc.). That’s why you’ll want to ensure your customer service people are ready to handle the load.
This includes things like:
Hiring additional short-term help to answer emails or man the help desk if needed
Training both new people and existing staff on how to handle the inquiries they are likely to get during the sale
Creating some new FAQs and other materials to help cut down on customer service load during the sale
Offering multiple ways for prospects and customers to reach you, such as a direct email address, live chat and a 24 hour help desk
And then…
11. Test And Track All Of Your Product Launch Promotional Copy
The goal here is to optimize your ad copy, email copy, and sales page copy so that you get maximum conversions during your sale. You’ll want to:
Use something like Google AdWords or Facebook ads as a quick way to generate traffic for your testing
Focus on optimising the factors that will have the most impact, such as the offer, the headline, bulleted benefit list, the P.S., your price and call to action
Next step…
12. Prepare Your Email Messages and Blog Posts
By now you’ve will have created materials for your affiliates and marketing partners to use in their promotions. Now it’s time to create these same materials for yourself. This step is pretty easy because in most cases, all you’ll have to do is tweak the affiliate materials to make them unique.
For example, you might have an affiliate email that refers to “John Doe’s new product is…” so you would tweak this to first-person language such as, “My new product is”
13. Create Your Sales Video
The next step is to create a short sales video to help generate excitement on the day of your flash sale. This is especially important if your sales page is a text letter, because offering a pre-sale video will help you reach and convert more people into customers.
Some sales video pointers include:
Keep it short, just two to three minutes highlighting the biggest benefits
Present a problem, highlight what that problem is costing people, and then offer your product as the best solution to the problem
Showcase the main benefits of your product and the results they can expect
Provide a strong call to action, making sure to remind them it’s a flash sale to create urgency
On the day of the sale, you’ll be posting this video on YouTube and on your social media pages, as well as on your blog.
The next step…
14. Prepare Your Facebook Ads
To generate as much excitement as possible on sale day, running some paid advertising is a great strategy. Facebook’s ad platform is a good choice, although you’ll need some experience if you’d like to maximise your returns.
The idea is to launch your ads on sale day, but of course you’ll want to have them prepared and ready to go in advance. This includes:
Choosing an eye-catching graphic
Writing some persuasive ad copy
Selecting a tightly targeted audience using Facebook’s ad editor
Setting it all up to start running at the correct time and day
Double checking everything to make sure the links, start time and end times are all correct
Next…
15. Buy Some Ads On High-Traffic Niche Sites
Same as we discussed above, you’ll want to prepare ads and set them to run on the day of your sale. Most niche site owners like to set up and run ads manually, so you’ll want to make arrangements with the owner and pay in advance so everything’s ready to go.
16. Start To Build Product Launch Buzz On Social Media
If you’ve followed any of Jeff Walker’s Product Launch Formula launches, you’ll know that he starts ‘seeding’ his audience several weeks before he releases the first piece of pre-launch content.
You don’t have to go as far as that for your Flash Sale, but you can certainly do simple things like:
Building anticipation for the upcoming sale by hinting that something big is coming
Sharing cryptic or normal graphics, videos or other content that are likely to go viral
Using a specific call to action hinting at something cool coming up, and encouraging people to share the content with their friends
Next up…
17. Warn Your Payment Processor Of Increased Volume
Even though for the most part online marketing doesn’t have the same shady reputation it used to have, there are still plenty of crooks around doing some pretty dodgy stuff.
For this reason, your payment processor may suspect suspicious activity if you suddenly have a huge surge in sales without warning them. And if they suspect suspicious activity, they could temporarily suspend your account.
In fact, this still happens to lots of people, which can cause all sorts of problems. From not getting paid yourself, to being unable to pay your affiliates, to not being able to pay for any physical products or bonuses you have to deliver.
That’s why you’ll want to do two things:
Let your payment processor know about the expected surge in sales so they don’t get the wrong idea. It’s best if you speak to a real live human on the phone about this, get that person’s name, and ask them to email you the details of the call so you have proof in writing that they knew about your sale.
Make sure you have a “Plan B” just in case your payment processor does go down for any reason. You’ll also want to ensure that your Plan B gives credit to affiliates, where applicable
The next step is…
18. Set Up One Or More Backend Offers
If you haven’t done so already, make sure to build out your sales funnel on the backend of this offer to increase sales and profits for both you and your affiliates. This may include:
Adding an order form upsell or ‘bump’ offer that allows customers to add something to their order by clicking a checkbox
Inserting a range of backend offers inside the product itself
Setting up a multi-part autoresponder sequence for these new customers that makes backend offers for other related products and services they’ll be needing
Next…
19. Remind Your Partners Of The Upcoming Sale
Now it’s time to remind all of your marketing partners of the approaching sale, and let them know the final details of when they can start promoting.
So, for example:
Let people know two weeks before the sale date that they can start promoting in one week’s time
About a week and a half before the sale, remind them that they can start to promote in 3 days
Remind them to start pre-selling 4 days before the sale day
Remind them the night before the sale that it’s game day tomorrow
Remind them the day of the sale and ask them to promote hard for maximum results
TIP: You can automate all of these email messages by pre-loading them into an autoresponder such as Aweber or another reliable service.
Next…
20. Send Your Promotional Messages To Your List
Now’s the time to begin building anticipation by sending your pre-sale emails, starting at around one week before the sale starts, and then three or four days before the sale starts.
21. Email Your List The Night Before
Now send one final anticipation email the night before the sale to generate anticipation and excitement. Be sure to list the benefits of the product and the results people can expect get from owning it, as well as reminding them how short the sale period is.
22. Upload The Offer Page
You can do this early on the morning of the sale.
23. Test The Entire Sales Process From Start To Finish
Do a full systems check by placing orders through different browsers and making sure everything works correctly. Run through and test all the links, forms and payment processor steps to make sure everything is ready for your sale.
24. Send Out Your Sale Day Materials
When the sale starts, send out all the sales materials you’ve prepared, including your emails, blog posts and social media posts.
25. Publish Your ‘Last Chance’ Materials
Later in the day (and a few hours before the sale ends) send out your ‘last chance’ emails, release your final blog posts, and make some final social media posts reminding people that this is their last chance to get the product at a big discount.
Conclusion
So there you have a complete 25-point checklist for running your very own super-profitable post-product launch Flash Sale. Now print out this checklist and get to work setting up your sale today!
And if you would like to learn more about everything to do with launching your own product or service, including seeing more examples and case studies of people who have used PLF with outstanding success, check out Jeff Walker’s free Product Launch Masterclass here.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. List Warrior will show you a proven way to use free software to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
2. How To Create The Perfect Product
Creating a product that is perfect for your audience does not need to be difficult. How To Create The Perfect Product shows you how to build high value products your audience will love one after the other. Click Here.
3. How To Attract Buyers To Join Your Launch List So They Can Purchase Your Perfect Product.
Once you have created your Product Launch List and your Perfect Product is ready to go, you need to attract people into your world so they can buy from you. One Minute Free Traffic gives you a proven way to attract buyers with ‘Automated Traffic Machines’ so you can send those people to your optin page, your sales page, your Facebook Group or anywhere else you choose. To learn more Click Here.
Disclaimer: If you purchase PLF through my affiliate link I may receive a referral fee from Jeff Walker, however you will pay no more to purchase the program through me than if you went directly to the Product Launch Formula website. If you would like my personal help as you create your first launch using the PLF process, check out my PLF Bonus offer here.