A little while back I was asked to help a brand new Pet Vacation business quickly generate qualified leads, and using the Product Launch Formula process worked like a charm.
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You know, sometimes the easiest way to sell a horse is to simply run an ad that says, ‘Horse for Sale’. Here’s how we used that idea to launch a new service business to profitable within a month.
Working with the owners we created a compelling offer for new customers (they didn’t actually have any current customers yet) which included one free night’s pet accomodation plus some special bonuses like pet toys along with samples of pet products and other related services.
We started running Facebook ads offering this package to people who said they owned pets and who lived within 50km of their business. The campaign started generating leads immediately for less than $1.00 per email subscriber which was extremely cheap at the time.
PRO TIP: The secret most people don’t understand is that offering a Coupon for a free night’s pet accomodation is the same as putting an ad that says, ‘Horse for Sale’ in front of thousands of horse buyers.
Because we called out to a very specific prospect, we were only attracting people who were looking for somewhere safe to leave their pet.
In other words, you are advertising for BUYING INTENT so you attract people who are ready to buy the exact product or service you are advertising.
The Product Launch Sequence
I wrote a simple 4 message Product Launch Content email sequence (no video, just plain text emails) introducing the owners of the Pet Minding centre and sharing their heart-felt back story about how they had come to develop the centre.
Over a few days I introduced each member of the staff and talked about their passion for caring for pets. I also used stories and images to help prospects imagine how much fun their pets would have during their next ‘vacation’.
The upshot of this was in each email we also invited readers to use their Free Night Coupon and the centre was immediately booked solid for weeks in advance. And while people used their Coupon to get one free night, most of the bookings were for between 3 and 14 days at FULL PRICE.
This allowed the centre to become wildly profitable from paid advertising from the FIRST sale, and because they do such a fantastic job of looking after people’s pets, clients have continued to return over and over again ever since so their backend profits are simply breathtaking.
How To Leverage Your Product Launch
The Pet Sitting centre has developed joint venture partnerships will all kinds of businesses selling related but non-competitive products and services, and is profiting from both offering other people’s stuff to their ever growing list of email subscribers, but also having their partners offer their customers a Free Night’s Pet Sitting Coupon.
The centre shares some of the initial booking fees with their partner, and then keeps all of the backend sales and profits for themselves.
This powerful, symbiotic relationship is something any business can replicate with just a little planning, persistence and implementation.
If you would like to know which type of Product Launch gives you the biggest opportunity right now, I’ve developed this short quiz that will help you to decide. Not only will you know where your biggest opportunity lies, but you will receive a personalised Report showing how to use that knowledge to run a Product launch in your own business.
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I hope you have found this Case Study helpful, and if you have any questions, please let me know in the comments below.
P.S. If you’d like to register for one of my regular Product Launch Coaching calls where we cover numerous ways to increase your Launch sales, just let me know by getting in touch here and I’ll get back to you with the details.
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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.