You may be wondering if product launches “still work”. Marketers ask this question all the time. Everyone knows how to do it (or more accurately stated: they think they know how to do it), but is it still worth doing? Why?
Using product launches is a great strategy, one that works as well as ever. However, the “standard” product launches aren’t producing the same results that they did a year ago.
By “standard” I mean: copying only the externally obvious tactics, and neglecting the psychological triggers that make launches so effective. The only person I know of who teaches those triggers is the guy who invented the whole idea: Jeff Walker.
To make a successful product launch now, you need to follow a formula. Let’s face it, all the low-hanging fruit has already been picked. But with this formula, created by Jeff Walker, you can have a successful product launch. Here’s an example…
You may have heard of the Membership Site Bootcamp launch. Jeff was the quarterback for that launch (I wrote much of the copy), which created $1.7 million in the first week! So, yes, product launches are still an effective way to create a profit windfall.
I encourage you to check out Jeff’s Product Launch Formula. Even if you don’t plan on purchasing his course, he still gives away great free information on this site.
Here are three tactics you can use to boost launch results:
Use a “reverse squeeze page”. This term was created by John Reese, I believe, and not too long ago at that. In this case, you offer free content before you ask for their opt-in information. As an example, you offer them a free article or video. At the end, advise clients that you will be creating more of the same. “If you’d like to get more videos absolutely free, fill in your name and e-mail address.” In this case, you give something to get something.
Give them your best material up front, for free.
No, I’m not crazy.
When I suggest this, the most common response is, “But if I give them my best stuff for free, there won’t be anything to sell them!” In fact, this is not a problem. The great copywriter Eugene Schwartz, author of Breakthrough Advertising, pioneered this method, and it works! He found that when you gave away something terrific, people’s perceived value of your other products increases. Readers think, “WOW! If this is what they give away for free, their other stuff must be incredible!”
So what happens if they get into your site and find that your product isn’t as good as the stuff you gave away free? That’s when you benefit from the “Halo Effect”. People will be amazed by your great freebies, and so credit your saleable material as being better than it may actually be. It takes no manipulation on your part.
Share your story with your sublist. Don’t e-mail them to tell them that you’re going to sell to them (“watch your email Monday!”). That’s not a story – it’s a statement. People love stories. Offer them personal insights into the business, tell them how the launch is progressing, or take them to blog posts. Use all the principals of influence that Jeff teaches in his course. It’s worth it!
I highly recommend Jeff’s Product Launch Formula, and think it’s a wise investment. If you can’t get it right now, use these three tips for your next product launch. You’ll improve your conversions and get more business.