So, I've done 21 consecutive million-dollar or multi-million-dollar launches, and I'm gearing up for number 22. This post is all about what's on my mind as I prepare for the next big launch.
Now, the meta part of this is that the product I'm launching is my Product Launch Formula Coaching Program® (PLF). Right now I'm talking to you about what’s on my mind leading up to opening the doors for PLF, and the program I’m offering is all about teaching you how to launch.
The Origins of Product Launch Formula
Product Launch Formula was the absolute first training ever in launching online. I introduced it in 2005. 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, or from someone who learned from me.
The Launch Conversation
Here's a big thing about this entire formula that sometimes people miss: it’s absolutely crucial to tap into what I call the Launch Conversation.
The Launch Conversation is about how you interact with your prospects and listen to their feedback. It’s how you get your prospects to share with you what’s going on in their heads.
This conversation will inform your offer, and that will inform your copy, and that’s why this is such a powerful conversion tool.
In my launches, we typically get hundreds, if not thousands, of comments on our content as we go into the launch and throughout it. I literally read every single comment and answer almost every one of them personally.
Entering the Customer’s Mind
So, at this point, every single time I do one of these launches, I’m just looking for ways to tap into the conversation.
There’s a very famous saying: you want to enter the conversation that’s already happening in your customer’s mind. This wisdom came from Robert Collier in his Robert Collier Letter Book, published in 1931. This is almost 100 years old but still some of the most amazing marketing wisdom there is.
Finding the Best Places for Conversation
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 often going into a launch, I’ll find a way to get in front of other audiences.
Right now, I’m going deep into social media. The best place for conversation right now, at this moment, is on Threads, a relatively new platform that is very much text-based and conversation-based. I’m spending a lot of time there just having conversations, asking questions, seeing what’s on people’s minds… tapping into the zeitgeist and what’s happening in my market so that I can shape my offer and messaging.
Shaping the Messaging
When a launch runs into trouble, it’s usually because of a problem with the offer or a problem with the way the offer was communicated.
We’ve got our offer dialed in pretty well. I’ve been offering PLF since 2005, and we have an all-new version coming soon that’s pretty awesome. However, the way I speak about that offer, the words I use, will absolutely be shaped by what’s going on right now in the conversation that’s happening between me and my audience and the interaction we have once I get into my launch.
The lesson is this… The feedback you get directly from your prospects, no matter the form it comes in, is absolutely crucial to putting together a great launch & a great marketing message.
Here are the key roles feedback plays in a successful launch:
Refining Your Offer:
- Feedback from your audience helps you understand what aspects of your offer resonate and which ones need improvement.
Shaping Your Messaging:
- The words and phrases used by your audience can guide how you talk about your product, making your messaging more relatable and impactful.
Identifying Pain Points:
- By listening to your audience, you can pinpoint their problems, challenges, and obstacles, and tailor your launch to address these specific issues. This is gold!
Building Trust and Engagement:
- Responding to feedback shows your audience that you value their input, fostering a sense of community and trust.
Adapting to Market Trends:
- Feedback keeps you informed about the latest trends and preferences in your market, allowing you to stay ahead of the curve.
Enhancing Product Development:
- Constructive criticism can lead to valuable insights for future product improvements and innovations.
Increasing Conversion Rates:
- Speaking directly to the concerns and desires of your audience can lead to higher conversion rates during your launch.
The Impact of AI
Another thing I have on my mind right now is what’s happening right now with AI. We’re into this massive AI revolution… I absolutely want to nail the messaging around AI.
What do you think is going on right now in the market in terms of AI? Are people sick of hearing about it? Do people realize just how powerful it is and how much quicker you can build your business with it? Or are people just completely over it?
I’d love to hear what you think… scroll down & leave a comment with your thoughts on AI and its impact on the world on your marketing.
And If you want to learn more about how to launch, a great place to start is my FREE Launch Quickstart training. You just need to enter your email here to get started!
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