Jeff Walker’s next LIVE Product Launch Formula Masterclass broadcast is less than 24 hours away.
Lesson 3 is at 4pm ET/8pm GMT on Thursday September 20th, and you can register here so you don’t miss it (he’s going to give away his 18-page Product Launch Blueprint to download as well.)
Now if you’ve been following along with this launch, you may have noticed several innovations Jeff is using in this PLF launch. They include:
1. Lead Segmenting AFTER Collecting An Email Address
In previous launches, Jeff and most other people using the PLF process have segmented people before they collect their email address. I’m guessing testing over hundreds of thousands of opt-ins showed that more people continued with the opt-in after giving their email address before segmenting than after.
This makes sense, because while segmenting allows you to personalise your content, it also adds a certain amount of “friction” to the process. Some people will either balk at being segmented, or may be confused and not continue with the opt-in.
However, commitment and consistency (one of the strong mental triggers Jeff talks about in Product Launch Formula) means people will often push through barriers to complete a task once they have started it.
Therefore, once a person has entered their email address (they’ve started making a commitment), they are more likely to continue through the opt-in process (to be consistent with their actions), meaning segmenting them is less of a barrier.
2. The Use Of A “Concierge Page”
This is where all of the content is now based rather than the typical 4-page “launch” setup where all you can see is 4 videos. There are links to all of the different content, so people are likely to spend more time on the page looking around and engaging with it.
And the more of your launch content people consume, the more likely they are to buy your product or service when they are offered the opportunity…
3. Seperate Launch Case Studies
Jeff has used plenty of Case Studies before, but this time in addition to the full 3 hour Masterclass lessons, he has placed the Case Study videos separately on the Concierge page for people to watch.
This allows him to keep the lessons on topic, and create a more diversified range of content for people to choose from.
Giving people choice is a great strategy since it allows them to create their own journey through your content, and watch what they want to watch.
So these are 3 of the obvious innovations I’ve seen this year. If you have seen any others, please let me know in the comments below.
So as I said, Jeff is going live with his 3rd Product Launch Masterclass lesson shortly, but before that, you might want to catch up on Lessons 1 and 2 (if you haven’t already).
You’ll find links to both replays and all of the Case Studies on the concierge page here.
P.S. One other innovation I forgot to mention is how Jeff is using Facebook Messenger AND Instagram for updating subscribers throughout the launch. You can see how he invites people to subscribe to Facebook Message updates on the Concierge page here.