Turbo-Charge Your Product Launch
Many marketers wonder if product launches still work. We all know the techniques, we all see it coming. Could this formula still work? Why do a product launch, anyway?
Using product launches is a great strategy, one that works as well as ever. However, the “standard” product launches aren’t producing the same results that they did a year ago.
The fact is the low-hanging fruit has all been picked. To make a product launch work now, you need to study the techniques and follow the steps. If you do, the formula (created by Jeff Walker) works beautifully!
Have you heard about the Membership Site Boot Camp launch? Jeff coordinated that launch, and I wrote the copy. In the first week, that launch created $1.7 million in the first week alone! Product launches can still make windfall profits.
I would encourage you to study the original Product Launch Formula at www.TheProductLaunchFormula.com. Even if you don’t intend to buy Jeff’s course, he gives away great content at his site. Don’t miss it.
These three tactics can help you boost your launch results:
Try a “reverse squeeze page”. In essence, you give away free content before you ask for their opt-in information. You show readers your best information up front. At the end, tell clients, “We are creating more of this great content. If you want to get more absolutely free, send us your name and e-mail. We’ll make sure you get it!” Essentially, you give before you get.
Give them your best material up front, for free. No, I’m not crazy. When I suggest this, the most common response is, “But if I give them my best stuff for free, there won’t be anything to sell them!” In fact, this is not a problem. The great copywriter Eugene Schwartz, author of Breakthrough Advertising, pioneered this method, and it works! He found that when you gave away something terrific, people’s perceived value of your other products increases. Readers think, “WOW! If this is what they give away for free, their other stuff must be incredible!” So what happens if they get into your site and find that your product isn’t as good as the stuff you gave away free? That’s when you benefit from the “Halo Effect”. People will be amazed by your great freebies, and so credit your saleable material as being better than it may actually be. It takes no manipulation on your part.
Offer a strong personal story to your sublist. Don’t e-mail them on Friday to tell them that you will sell them something on Monday. Instead, make it a story. Offer personal tidbits of information or insights into the progress of your product launch. Show them your e-mails and feedback from other clients. Take them to blog posts. Do all the things that Jeff Walker teaches.
I definitely think you should get The Product Launch Formula, but also take these three tips I’ve given you and put them to work in your next product launch or mini-launch, and see if it doesn’t improve your conversions.
Filed under: Copywriting