Launch

1. Transform Your Business with Product Launch Formula

"I've personally done dozens of wildly successful launches of my own products. But it's not all about me and my success. I've coached my students and clients through hundreds of launches where I was inside the launch, turning the dials and watching all the data."

Product Launch Formula (PLF) revolutionizes marketing. It transforms how products are sold online by creating anticipation, delivering value, and building relationships with potential customers before asking for a sale. This approach has generated hundreds of millions of dollars in sales across various industries.

PLF works by:

• Creating sequences of content that build excitement
• Leveraging mental triggers to influence buying decisions
• Focusing on storytelling and conversation with prospects
• Delivering high-value content before making an offer

The formula is adaptable to virtually any market or product type, from physical goods to digital courses. It allows entrepreneurs to start from scratch or scale existing businesses, often achieving "a year's worth of sales in a week."

2. Build and Leverage Your Email List for Success

"Push send, make money."

Your email list is your most valuable business asset. It provides direct access to your audience and the ability to generate income on demand. Building and nurturing a responsive email list should be a top priority for any online business.

Key strategies for list building:

• Create compelling opt-in offers (ethical bribes)
• Use squeeze pages to focus on list growth
• Deliver consistent value to maintain engagement
• Segment your list for targeted communication

Remember that a smaller, engaged list is more valuable than a large, unresponsive one. Focus on building relationships with your subscribers and providing them with consistent value. This approach will create a loyal audience that's more likely to purchase your products and services.

3. Create Irresistible Offers with the Sideways Sales Letter

"Instead of taking eight or 12 or 20 pages to tell the story in a long, vertical sales letter, I flipped the sales process on its side."

The Sideways Sales Letter transforms traditional sales techniques. It breaks down a long-form sales letter into a series of engaging content pieces delivered over time. This approach allows for deeper engagement and builds anticipation for your offer.

Components of the Sideways Sales Letter:

• Pre-launch content that educates and excites
• Storytelling that connects emotionally with prospects
• Gradual reveal of product benefits and features
• Interactive elements that encourage audience participation

By using this method, you create a conversation with your audience rather than delivering a monologue. This builds trust, authority, and desire for your product before you ever make a direct sales pitch.

4. Harness Mental Triggers to Boost Sales and Influence

"These triggers create enormous influence over our actions. They are timeless, and they are universal."

Understanding and leveraging mental triggers is crucial for effective marketing. These psychological principles influence decision-making and can significantly increase the effectiveness of your marketing efforts.

Key mental triggers include:

• Authority: Position yourself as an expert in your field
• Reciprocity: Give value to create a desire to reciprocate
• Scarcity: Create urgency by limiting availability
• Social Proof: Show others' positive experiences with your product
• Likeability: Build genuine connections with your audience

By strategically incorporating these triggers into your launch sequence, you can create a powerful psychological pull towards your offer. The key is to use them ethically and in combination with high-quality content and products.

5. Master the Pre-Prelaunch to Set the Stage for Success

"The pre-prelaunch is to begin to activate your tribe—or start building a tribe if you don't have one yet."

The pre-prelaunch phase is critical for building anticipation. This often-overlooked step sets the stage for your entire launch by engaging your audience early and gathering valuable feedback.

Effective pre-prelaunch strategies:

• Send teaser emails or social media posts
• Conduct surveys to understand audience needs
• Start conversations about upcoming content
• Build curiosity without revealing too much

Use this phase to refine your offer based on audience feedback and to create a sense of exclusivity around your upcoming launch. This early engagement can significantly boost the success of your main launch sequence.

6. Deliver Value Through Powerful Prelaunch Content

"The way you put together a great Prelaunch Sequence is by delivering massive value to your market."

High-quality prelaunch content is the cornerstone of a successful launch. This content should educate, entertain, and engage your audience while building anticipation for your product.

Structure your prelaunch content in three parts:

1. Introduce the opportunity or problem your product solves
2. Teach valuable information related to your offer
3. Show the transformative power of your product

Each piece of content should stand alone in value while also building towards your offer. By consistently over-delivering in your prelaunch, you create goodwill and position yourself as an authority, making the final sales pitch much more effective.

7. Execute a Successful Launch and Maximize Results

"Remember, you don't need to panic. I don't expect to sell out immediately. However, if you want one of those spots at my PLF Live Workshop, then please don't delay. They're going to go fast."

The actual launch phase is where preparation meets opportunity. A well-executed launch can generate significant sales in a short period, but it requires careful planning and management.

Key elements of a successful launch:

• A compelling sales page or video
• Regular communication with your list during the open cart period
• Clear messaging about offer details and deadlines
• Effective use of scarcity and urgency
• Robust customer support during the launch

Remember to maintain energy throughout the launch period, especially in the final hours. Many sales often come in the last day or even hours of a launch, so keep the momentum going until the very end.

8. Start from Scratch with the Seed Launch Strategy

"The entire goal of the Seed Launch is not to make a million dollars but to get you in the game, help you automatically create a great product and learn about your market, and set you up for a bigger launch just a bit further down the road."

The Seed Launch allows you to start with nothing and build a product and audience simultaneously. This strategy is perfect for testing new ideas or entering new markets with minimal risk.

Steps for a successful Seed Launch:

1. Build a small, engaged audience (100-300 people)
2. Offer a live training or coaching program
3. Use feedback to refine and improve your product
4. Record the live sessions to create a finished product
5. Use the experience to plan larger future launches

The Seed Launch not only generates initial revenue but also provides invaluable market research and testimonials for future marketing efforts. It's a low-risk way to validate your ideas and build momentum for your business.

9. Scale Your Business with Joint Venture Launches

"One of the critical components of any launch is your list of prospects. As I showed you in the Seed Launch chapter, it's entirely possible to do a smaller-scale launch when you're first starting out without a list (or with just a tiny micro-list). But if you're going to make a big impression in the market, you need a list."

Joint Venture (JV) launches can rapidly accelerate your business growth. By partnering with other businesses or influencers in your niche, you can access much larger audiences and dramatically increase your sales potential.

Key considerations for JV launches:

• Build relationships with potential partners before asking for promotions
• Ensure your offer converts well before approaching JV partners
• Provide excellent support and high commissions to partners
• Focus on creating long-term, mutually beneficial relationships

JV launches can help you build your list quickly, increase your authority in the market, and generate significant sales. However, they require careful planning and execution to be successful.

10. Build a Business You Love and Live Your Dream Life

"Remember, you get to make up the rules. You don't have to do business the way the other people in your market do business. You don't have to do business with clients you don't like. You can create a business you love."

Your business should support your ideal lifestyle. By leveraging the Product Launch Formula and other strategies outlined in this book, you can create a business that not only generates significant income but also aligns with your personal values and goals.

Steps to build a business you love:

1. Define your vision for your ideal life and business
2. Focus on creating value for your chosen market
3. Continuously learn and improve your skills
4. Build strong relationships in your industry
5. Take time to recharge and maintain work-life balance

Remember that true success comes from building a business that supports your desired lifestyle, not just generates income. By following these principles and implementing the strategies in this book, you can create a thriving business and live the life of your dreams.