The Magic Moment

Save your spot for the Launch Masterclass here!
productlaunchformula.com/3steps

Catch Episode 1 of Making A Masterclass here:

Building a Million Dollar Launch (behind the scenes)

—-

There’s a tricky situation that develops at one point or another in almost every launch or marketing campaign.

You’ve been putting out great emails…

Great videos…

People are loving it…

The comments are flooding in… the excitement is high… and you’re looking forward to a great big flood of sales notifications…

But then… things stall.

People sit on the fence.

They’re loving what you’re doing… but the sales aren’t coming.

At least not yet.

The good news is that if you’re launching correctly – you’ve got an ace up your sleeve.

It’s what Dan calls the “magic moment”.

Here’s how to make it happen

There's a magic moment that happens in every launch and it's part of what makes a launch so powerful. But the real power is not just that this moment happens during a launch.

The real power is that a launch makes this moment almost inevitable. But first, before you can create that moment, there's something we got to get super super clear on.

And this is something that far too many people mess up. They've got something that their ideal person, their ideal client would love to have, just a perfect fit.

It's the exact solution to their problem. It's that perfectly tasty thing. Exactly what they've been looking for. Exactly what they've been searching for.  Exactly what they've been hoping that someone would come along and offer them. It's a perfect fit. 

But then, but then they dilute it. They water it down. They worry, aren't I leaving people out? Aren't I leaving opportunities on the table? So they don't just offer the perfect thing that their perfect person is interested in. They also think, well, well, what about those people who are kind of interested? Let's include them, too. And then they think, well, there's all these people. They're interested in something similar. It's not quite the right fit, but we could add a little bit of that in there, too. And then there's all the people who they wish were interested. All the people who they say, “Dang, I know they need this. They don't really want it, but how about I add in a whole bunch of stuff to try to convince them, too?”

And soon enough, they've watered down their offer. They've watered down their messaging.

They've watered down their launch and they make something that nobody really wants.

Now, you might be saying, “But Dan, I don't do that. I know my avatar. I'm not doing this. I'm not diluting my launch.”

Well, if that's true, then high five. But is that honestly true? If you sit down and you take a hard look at it, you don't ever try to fit in another group. Don't ever try to squeeze in another group who's almost a right fit. It's like if I was offering a product to whitewater rafters, but then maybe I'm getting some questions from people and saying, “Wow, it'd be really great if you offered something for whitewater kayakers.”

And it would be easy for me to think, well, they're not that different, right? They're both going down a river. They're both negotiating their way through rapids. Maybe I could try to fit them into one thing together. The problem with that is that it just doesn't work that well.

Now, sure, some of them might still come along, but a lot of them, they're going to look for something that addresses their problems and their opportunities specifically. And this is ever more true. There's more and more people who are offering some sort of education online. And in a lot of ways, that's a great thing.

But what it does mean is that you have to be more specific. Then when those whitewater rafters run across something, they're not going to see a program and wonder, well, am I only going to get half the attention because the other half is going to the kayakers. Instead, they're going to say, “Finally, somebody who's just focused on me. Someone who's just focused specifically on what I want.” Makes sense? Got to stop drinking that. It's just not that, it's just not that good. Give me the full strength stuff already. Okay. So, we've got the first key thing. We've got the right person. The person who really really wants the transformation you're offering. They're just not sure how to get there.

So, in the last video, wait, you did watch the last video, right? Okay, this one's going to make a whole lot more sense if you do. So, just like pause this, go watch that now, come right back, or like I don't know, at least

like open another tab or something.

So, in the last video, we talked about how when you find that right fit person, that person who you're so uniquely suited to help, that person who wants that transformation, but they're just not quite sure how to get there and they haven't been able to figure it out on their own. If what you are selling them is able to provide that transformation for them, then your first goal in the launch is to provide proof. Proof that what you're selling really is as amazing as you say it is. Because if you've got your right person, well, they're right here. They're in the bad place. It's where they are right now, but it's not where they want to be. They want to be here in the good place where hopefully people are better at drawing stars than I am.

The issue is this gap. It's this messy area in the middle. The twisty, tangled, dark, and dangerous route from the bad place to the good place. Now, if you've got that path figured out, that's you. If you've got that path figured out from the bad place to the good place, then all that's standing in their way is two things.

First money, but more specifically, it's believing in you. It's them believing enough in you to give you money to trade their hard-earned money in exchange for you being their guide. And then the second, and actually often harder thing that's standing in their way is them actually making the decision that now is the right time to act. And that's trickier than you might think because unfortunately even if you get your right fit person and you give them all the proof in the world, all the proof they need, a huge percentage of them still won't buy. Actually about 60% of the folks who would buy won't buy even though they want what you have for sale and they believe it's a good product and they believe that it's as good as you say it is.

And again, they actively want it – still won't buy because even though you've taken them all the way to the finish line, they'll still get stuck on the fence. They get stuck in limbo. They mean to buy, but they get busy, or they

procrastinate, or they think maybe later, maybe next month, or they come up with some other reason to not hit that buy button. Everybody is too busy. Maybe their dog's failing in school. Maybe their kids just can't learn how to use the litter box. Not you, little dog. You're good.

Sadly, there's any number of things that could make them say “Maybe later.” Ever heard the phrase right place, wrong time? And it's your job in your launch to make them say, “Right place.” Doesn't matter if it's the wrong time. I'm going to do it anyways. That's the magic moment. The magic moment where they finally get off the fence. The magic moment where they

finally decide one way or another if they're taking action, but sitting on the fence is just no longer an option. And that's one of the best things about

a launch is that launches, they have a built-in deadline.

Think about it. A launch is an event and events, they come to an end. Everybody knows that. And just like any good event, a launch is all about energy and momentum and the buildup of excitement. And as you progress through the launch, you're building that momentum. You're building that excitement. You're filling in that gap. You're moving your perfect client from that bad place. And then as you teach, they're naturally, they're already starting to move from that bad place to the good place in their head.

And then as the launch draws to a close, as the launch draws to an end, they have one of two choices. And the great thing, they only have those two choices. One, move forward. Invest with you. Have you be their guide, continue the momentum that they've been building as they've been going through their launch with you or stop, go back to where they were, keep staying the same. There's no third option, though. There's no option of just

sitting there on the fence. And that is a great thing. That is a great thing. That is a gift that you give to your perfect person. Think about it. Think about the people that you can help. Think about the people that whatever it is that you're going to be launching, think about the people who it's going to benefit. Is it to their benefit to stay in that bad place where they are right now? Or is it to their benefit to move to that good place, the place that you can take them?

The thing is, they're not going to do it on their own. When you launch and when you put that deadline on your launch, you're giving people a reason to move off the fence and a reason to move forward.

Okay, that was a deep dive into three of the biggest levers that you'll pull in

your launch. Right messaging for the right person. Build proof. Get them off

that fence.

Remember, the Launch Masterclass starts this Thursday. If you want to go deep into learning how to launch, this is one time a year that we go this deep. We've got a full week ahead of you with the Launch Masterclass. 

Jeff's going to be diving deep over the course of three deep dive lessons. We're going to be showing you exactly what you have to do to build a great launch. We're going to be showing you all of the hidden secret strategies and tactics.

All the stuff that you would never see unless you're actually having somebody walk you through them. These are the things that are not obvious watching a launch from the outside and we're going to bring it home with a live session.

We've got Q&A's throughout the whole thing. We've got case studies.

We've got examples. We've got downloadable expansion packs that help

you go super deep and help you plan your launch. Hit the link in the description.

Sign up for the wait list so you can be one of the first people in to the

Launch Masterclass when we open the doors this coming Thursday. And keep those questions coming. I had to do the deep dive on the magic moment here so I didn't leave you hanging too long, but let me know.

Drop a comment down below.

We're going into the launch. I'm behind the scenes of pretty much everything of it from all of our marketing going into it to building out a live studio right over there in a few days. Might be fun. Maybe do a little

vlog style action on that one of building out the live broadcast studio.

Let me know what you want to see and once again go hit that link in the

description. Sign up for the Launch Masterclass. I'll see you there.