21 consecutive million-dollar launches – that's what I've achieved with my Product Launch Formula® brand. Most of these have been multi-million-dollar successes so I wanted to share some of my thoughts and insights.
But before I dive in, I know many of you might find it hard to relate to a multi-million or even a million-dollar launch. So, let's start from the beginning.
Small Launch Led to Big Success
My first online launch was way back in the ‘90s. It was an online launch for an online product that did $1,650 in sales. That might not sound like much, but it was far more important than any of my subsequent seven-figure launches.
That first sale showed me that I could create value in the world and get paid for it. Before that, I'd only ever earned a paycheck from a job, and frankly, I wasn't very successful at it. I was a bit of a corporate failure, forced by desperation to try this online thing. But that first sale changed everything.
It was the start of my journey to where I am today.
Obsessing Over the Offer
Whenever I prepare for my next launch, one thing remains constant – I'm obsessed over the offer.
I've been selling my Product Launch Formula coaching program since 2005, and over the years, I've refined and rebuilt it multiple times. Even after all these updates, I'm still obsessed with getting the offer just right.
Because when you nail your offer, it makes your marketing so much easier. It simplifies your marketing and attracts the right audience.
Despite having a well-established product, I continually refine the offer to ensure it meets the evolving needs of my audience. Right now, most of the offer is in place, but there's always room to tweak the bonuses, which are a huge part of any offer.
This constant obsession with the offer is a key factor in my consistent success.
How We Perfected Our Launch Sequence
The entire launch sequence is another area I'm deeply focused on. Today, more than ever, people want what they want when they want it. We need to meet them there.
Last year, we made some radical changes to our launch, making it more consumable and easier to go through with shorter, chunkier content. These changes doubled our view rates and significantly increased our show-up rates. It's all about holding people's attention in a world full of distractions.
Our strategy involved making our launch content more accessible and engaging. By breaking down the content into shorter, easily digestible pieces, we were able to keep our audience engaged throughout the entire launch process.
Perfecting the Open Cart Sequence
Every launch has several phases: Pre-Prelaunch, Prelaunch, and Open Cart. Each phase has its own sequence. We nailed our Prelaunch sequence last year, but our Open Cart sequence had a gap.
This year, we're laser-focused on filling that gap. By continuously refining each phase, we create a seamless experience that keeps our audience invested from start to finish.
Core Tenets of Product Launch Formula
When it comes to my Product Launch Formula, there are two core tenets I always stick to:
- Value Before Reveal: It's all about delivering huge value before even mentioning the offer. People know they're in a launch funnel, so we focus on giving them great content upfront.
- Desire Before Availability: I aim to build up the excitement and desire for the offer before it's even available. This anticipation is key to a successful launch.
Preparing for a launch means constantly refining & obsessing over every detail. Whether it's perfecting the offer, streamlining the launch sequence, or delivering incredible value, these are the secrets to my consistent success with Product Launch Formula.
Whether you're launching a book, a product, or a service, the secret to my success – and the success of countless others – lies in the proven Product Launch Formula.
This formula has generated over $1 BILLION in sales across every market imaginable. The strategies and principles I've shared here are just the beginning.
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