The Launch Conversation: Are You Tapped In?

When a launch runs into trouble, it’s usually because of a problem with the offer – or a problem with the way the offer is communicated.

After 21 consecutive million-dollar launches, the offer is pretty dialed in for my Product Launch Formula Coaching Program.

But the way I communicate that offer is something I shape depending on what’s going on in “the launch conversation”.

The launch conversation is a big part of my launch formula, but many people miss it. Watch the video to see what I mean.

“So I've done 21 consecutive multi-million dollar launches and in just a couple weeks I'm about to do what I hope is number 22 and so this video is all about what I'm thinking about a couple weeks out from a big-time launch. Now, part of this is the product I'm going to be launching is my Product Launch Formula® Coaching Program. So the program is about doing a launch and I'm talking to you right now about the launch of my program that teaches people how to launch.

So Product Launch Formula was the absolute first training ever in launching online and I first did it in 2005. It's been continually updated since then. It's the longest-running continuously updated online marketing training program in the world it–literally changed the world. 

When I released it, if you've seen someone launch in a big way online they either learned directly from me and my Product Launch Formula or they learned from someone who learned from me and then started teaching it. So here's a big thing about this entire formula and how to have great amazing launches that I teach but sometimes people miss and that is to absolutely tap into what I call the Launch Conversation.

So the Launch Conversation it it's all the input. All the data, all the comments that you're getting, as you go into and as you're in a launch–so in my launch, we will typically get hundreds if not thousands of comments on our content as we go into the launch and I literally read every single comment. In fact I answer almost every one of them personally. It's not my team doing it and like I said, there's usually hundreds, often thousands of comments. Right now since we haven't started the launch yet we're still a couple weeks out so I'm not getting direct feedback from within the launch so I'm at this point in every single time I do one of these launches I am just looking for a way to tap into the conversation.

So there's a very famous saying you want to enter the conversation that's already happening in your customer's mind. That actually came from The Robert Collier Letter Book that was published in 1931. So this is wisdom that's almost 100 years old but it's still like some of the most amazing marketing wisdom. Often I'll find a way to get on a stage. I usually don't go and speak on other people's stages too much but I'll find a way often to go into a launch. I'll find a way to get on other people's stages. I'll find a way to get in front of other audiences. Right now I'm going deep in socials. Right now the place I'm finding the best place for conversation at this moment is on Threads which is, you know, it's a relatively new platform and it's very, very much text-based conversation and I'm spending a lot of time there just trying to tap into the gist of what's happening in my market so that I can shape my messaging.”