Anything you want to ask a Product Launch Manager?

[OllieGo]

Hey Warriors,

I was one of the Product Launch Managers trained by Jeff Walker this past July in LA. It was a life changing event for me and my business.

Since the event I've done a launch and a re-launch of a Law of Attraction coaching product. It converted at 17% for a $1497 product. Pretty nice. Now starting another launch for a membership site.

As PLMs we get a lot of questions about what happens during a launch, what do PLMs do / not do, JV launches, perpetual or rolling launches, seed launches...

I'm here to answer your questions ...fire away!

[winebuddy]

free advice? sweet...

How do you create 'BUZZ' for an upcoming launch???

[Fernando Veloso]

Nice offer

Here's my question:

- Is it a good idea to create a Lose Weight membership site? If yes, any tips?

Fernando

[mangozilla]

Having trouble identifying a relevant potential JV for my niche. It's a 'how to (i.e., play the bagpipes)' for beginners, meaning that existing related resources with decent lists, presumably of people who have already started.
I can use social media strategies to attract people to my free offer and build my own list, but that takes time - I want to launch. There's also PPC but it's risky to pay $.50 - $1.50 per click (what adwords is estimating to me) for an product with no sales history.
I want to take my tiny niche product and be one of those "I made $20K in a day in an obscure niche" kind of testimonials, but my list of 90 isn't gong to cut it...

[OllieGo]

Originally Posted by winebuddy

free advice? sweet...

How do you create 'BUZZ' for an upcoming launch???

Great question.

First, what is buzz? People talking about you, telling their friends about you. Why are they doing this?

Because you are offering something NEW or DIFFERENT in your product or your message. Dig deep on this. Something different has to really stand out in a big way. Without this, buzz is impossible.

Buzz is often the result of building on something you did before. If the marketplace already knows you from something you did before, then buzz is going to be a lot easier. But if you are the new kid on the block...you're going to want to create something that makes you famous first...so that when you go to market, you build on that fame. How do you do this? One strategy is to create some content that you freely give away...with no opt in. It could be a report, a video, a podcast, etc. The point is to make this baby go viral with your BRAND, LOGO, and TAGLINE all over it. And it will have a link in it to a squeeze page. It should be designed for huge impact, cause discussion, agreement, disagreement. Not some lame freebie. Must be audacious. And you don't just create one of these...do various content given away with NO SQUEEZE...but within it there is a link to the squeeze (= very qualified prospects). Note: this is not how you build a list. This is just an added benefit here. Concerted list building would come next or in conjunction with this fame building strategy.

Then, when it comes time to the launch (skipped a list building step there), you will have populated the marketplace with your BRAND, LOGO, and TAGLINE and building buzz will be a lot easier.

Buzz Tools: blogging with targeted keywords (and all other SEO), social networking, gifts to JVs, paid advertising, teleseminars, podcasts....

[ivana]

PURE Gold! It is nice of you to share this with us!

You know... It would be nice to have a layout of steps on how to actually put it all together. I never had a BIG launch but did do mini launch's from time to time.

[Brad Gosse]

What part of ontario are you in?

[OllieGo]

Originally Posted by Fernando Veloso

Nice offer

Here's my question:

- Is it a good idea to create a Lose Weight membership site? If yes, any tips?

Fernando

Losing weight is a massive market. And like other big markets like this, there is money to be made but killer competition. A membership site is a choice way to make money because people pay every month (continuity).

You're going to want to do a ton of research here so you can find your niche. And there is no point doing anything until you have a thorough (and I mean thorough) keyword and market analysis. When you're done you should be an expert in your area.

While you do this research you will create your offer (among other things). Jeff Walker calls it "the crushing offer." Which is to say that when your prospect looks at it they don't have to think about it - it's a "no brainer" - I want that! That doesn't mean making it real cheap. You obviously want to charge as much as you can...but be sure that your value is far more than your price.

Here's the thing about price. Your niche prospect has a currency in mind. In your case, they (unconsciously) have an actual dollar amount they'll pay for every pound they can lose. Your sales pitch (content) has to to lay this out for them so that they can see the value - bring it into their consciousness.

If your niche is brides to be, then they have a time limit...and they'll need to lose a certain amount of weight before the pictures get taken on wedding day. You can bet she has a specific dollar amount she'll pay to lose the weight. You'll need to PROVE BEYOND DOUBT that it can be done with case studies.

Tip: If you are certain you are going to be moving into a market start building your list right away. Don't wait until your product or website is finished. You need that list building funnel up right now and you should shoot for a 30 to 50% opt-in rate.

[OllieGo]

Originally Posted by mangozilla

Having trouble identifying a relevant potential JV for my niche. It's a 'how to (i.e., play the bagpipes)' for beginners, meaning that existing related resources with decent lists, presumably of people who have already started.
I can use social media strategies to attract people to my free offer and build my own list, but that takes time - I want to launch. There's also PPC but it's risky to pay $.50 - $1.50 per click (what adwords is estimating to me) for an product with no sales history.
I want to take my tiny niche product and be one of those "I made $20K in a day in an obscure niche" kind of testimonials, but my list of 90 isn't gong to cut it...

I like your question because it relates directly to nearly every client I've ever had. They're in a hurry. No surprise there, they want payoff to come as soon as possible. If you are a product creator, you should accept the fact that you'll have to go through the steps (just like everyone else does, including Jeff Walker) to gain the momentum the results in a big pay day.

As for your niche, what does your keyword research tell you? Are there people actively searching for what you have? If not, forget it and find another niche. Not trying to be a smartass but it's that simple.

The thing about marketing online is that it's not so much about persuasion as it is about connection. The savvy online market looks for ways to CONNECT. We don't waste time trying to convince someone they need something - uphill battle, very expensive, horrible results.

That what the product launch process does. It uses the Internet (blogs, social networking, videos, teleseminars, email copy, other content) to connect and deepen a relationship with the prospect, inflame his desire and gain his trust.

Your difficulty in finding JVs in your niche. I would start with searches on Google and click on the sponsored listings. Look for sites that squeeze emails...so you know they are building a list.

Next step is to find a way for you to begin a happy relationship with them. There are many reasons that they will not want to do business with you, so take this to heart. A JV relationship is GOLD. And you should look at it like you are going to be friends with this person for the rest of your life.

They know what you want. They're worried that you're going to hijack their list. You have to prove to them beyond doubt that you are there to help them with THEIR MISSION. This takes time but the payoff in the end is massive.

Here are a few reasons why JVs won't promote your product:

JVs can only promote a limited number of products to their list in a give year. Why should they promote yours?

Your product is pretty much the same as all the others in the market. I want to offer my list SOMETHING NEW AND DIFFERENT.

The JV might look at your product and "Hmm...I could just create that product myself and not have to share the profits."

Disparity of price between your offer and what their list is used to paying. Your product is $97 and their list buys $797 products or vice versa.

You have no data that proves the market wants what you have.

You have not built your own list and done an internal launch to demonstrate that the offer converts.

Bad timing...they are about to launch their own product.

Your product competes with theirs.

So what you need is a relationship strategy to get around all of these objections. You want them to fall in love with you. One strategy is to put together a mini-version of your product and give it to their list to sell and let them keep 100% of the commission. Or even 150%. Everyone who buys, gets added to your list. With simple math you can calculate how much each person who gets added to your list is worth...so that 150% commission will actually be a profitable strategy.

[Popstar]

What secret launch strategies did Jeff teach the PLMs that he didn't divulge to his PLF owners?

As an owner of PLF1 and all the PLF2 versions, that's what I've been wondering.

Debbie

[impact-productions]

One thing that I think is always missed out.

How do you target the traffic well enough to guarantee the high conversion rate at launch?

For instance, the original post mentioned 17% conversion for a $1497 product, which I guess none of us would sniff at. But, that implies some great targetting to get the right buyers on the site at exactly the right time.

Of course, that assumes that the traffic was reasonable. Many of us would rather have 10% conversion with 100 traffic, than 20% conversion with 40 traffic (for, I hope, obvious arithmetical reasons).

Anyway, would be very interested in this answer. I guess a lot of this is due to 'warming up' potential customers prior to launch.

[jjthomas]

How did you do your launch, successfully, step-by-step? And how long did it take you, plus have you had experience marketing/etc before, or is this pretty much new to you?

[OllieGo]

Originally Posted by ivana

PURE Gold! It is nice of you to share this with us!

You know... It would be nice to have a layout of steps on how to actually put it all together. I never had a BIG launch but did do mini launch's from time to time.

Step 1 - Find your niche

The biggest temptation here is not to drill down far enough because you don't want to lose buyers. Bad thinking. Good rule of thumb is to drill down one level too far then come back up.


Step 2 - Create Fame Product / Attention Getter

See above post. Make it go viral: Twitter, Facebook, YouTube. Remember the cell phones in the blender?


Step 3 - Build Your List

Just forget about your product and how much money you are going to make with it for a moment. The list and your relationship with that list is where you are going to pay your mortgage (and then some).

It's like Dan Kennedy says, "You don't build a list to sell products to, you sell products to build a list." Never forget this!

To start building your list you need a squeeze page...maybe 2 or 3 of them. A squeeze, a reverse squeeze, an info squeeze etc.

What's on the other side of your squeeze? The freebie. A killer absolute must have no brainer give it to me now thing that your prospect wants. Put some time and money into this. Keep working on it until your opt-in rate is at least 30%.

Then you need traffic: seo, paid, social networking...possibly JV deals.


Step 4 - Start Long and Happy Relationship With Your List

Do not start by sending them an offer. You literally have to make friends with these people. Get to know them, send them cool stuff, don't be a pest, treat them like the GOLD that they are. Track your open rates - take note of what subject lines get the most opens. Ask them questions, FIND OUT WHAT THEIR PROBLEMS AND DESIRES are.

All of this intelligence goes into the creation of your product. They are telling you what they want. You merely have to serve it up.


Step 5 - Start Pre-Launch

Make announcement...tell them you've got something for them, it's coming soon, build anticipation. Get your pre-launch content ducks in a row. Pre-launch hits all the same points of a good sales letter: big promise, proof, credibility, USP, offer, scarcity, urgent call to action.


Step 6 - Launch Day

Open the doors!

[Happy_Balance]

Originally Posted by OllieGo

...I want to offer my list SOMETHING NEW AND DIFFERENT.

Great advice, thanks.

There can be a fine line between "new and different" | "odd and strange."
How can you be a TRULY original pioneer, without ending up lonely and "way ahead of your time?"

[kally003]

Hello
1) Generating buzz in the marketplace.
In preparation for your launch, you need to create some “buzz” in the marketplace. Create anticipation and scarcity with your marketing efforts to get people talking about your product and the launch in their favorite online forums. Mass exposure before the launch huge chance of success. Movie studios do this all the time with per-release trailers and teasers that get people talking. Get the public interested, get them salivating, and keep them on ‘the hook’. A good product launch manager should have people ready to whip out their credit cards to buy
2) Have your process laid out in front of you.
It’s going to suck if you go to launch and your order process doesn’t work. Before you go live, test all variables in the sales process for any potential black spots. I’ve seen so many launches fail because of small little things going wrong.

[perryny]

Hi Oliver,

I just posted a thread:
http://www.warriorforum.com/main-int...plea-help.html

Perhaps you could take a look and offer some insight? The "John and Tony" video was a huge confidence builder for me during my product creation (been listening to Tony for decades (yes plural) and I'm really interested in the PLF method.

If you could take a look, I'd appreciate it.

-Robert

[nicholasb]

I own jeff walkers product launch formula and have used it with great success in my own business.

how do I go about approaching another product owner to do a launch for them.

Like what would I say in the email, and also how do I proceed when they say yes, and how much do I charge

[JeffLam]

Hi Oliver,

One question; What do you think is the best way to go about building a responsive list?

[OllieGo]

Originally Posted by Popstar

What secret launch strategies did Jeff teach the PLMs that he didn't divulge to his PLF owners?

As an owner of PLF1 and all the PLF2 versions, that's what I've been wondering.

Debbie

The training went deep into STRATEGY for selecting and working with clients, offer creation, pre-launch content, and JVs. When I say deep, I mean deep. Jeff and other faculty took us through many real world examples to show us how things work, why they don't work, and the many ways around the challenges that we all face when running an online business.

It was very intense. It was five days but if it was another day I would have had a heart attack. One of the keys of Jeff Walker's success is that he over delivers. He held nothing back about his own experience and gave us all the tools and strategies to run with.

[edd666666]

I am getting close to introducing a niche product, a site to sell a pdf download of the Conduct Knockout Broadcast Interviews System, aimed at training people to conduct an interview as a host. It is really hard to get key words, as things like broadcast journalism, talk show host and so on, are small to begin with and then this splits off into training. So for the product launch I plan to incorporate a blog/website and drive traffic to it via an email campaign to broadcast journalism schools. I have discovered there is a market for the product among the people that have talk shows on the internet, but I do not know how to reach them. Any thoughts on this would be welcome. Thanks,Ed.

[DanielleS]

Hi Ollie,

Talk about perfect timing! I just joined to find out more information about just such subjects as this.

Ok, I have two questions.

1.- I have a membership site that I appear to have been a little shortsighted on when I set up the membership script. When I wanted to sell the site, I discovered that I would have to cancel all my members and have them sign up again with a new owner once it sold. Obviously, poor planning on my part. Do you have any recommendations on how to set up a membership where the end goal is to sell the site?

2.- I notice that you first said give away as much free information as possible but then later quoted Dan Kennedy in regards to not building a lis to sell to but instead, sell to build a list. My approach has been to sell good information really cheap, and offer the freebie on the download page to get the optin to the list. Would this be what you mean?


Thanks,
Dani

[OllieGo]

Originally Posted by impact-productions

One thing that I think is always missed out.

How do you target the traffic well enough to guarantee the high conversion rate at launch?

For instance, the original post mentioned 17% conversion for a $1497 product, which I guess none of us would sniff at. But, that implies some great targetting to get the right buyers on the site at exactly the right time.

Of course, that assumes that the traffic was reasonable. Many of us would rather have 10% conversion with 100 traffic, than 20% conversion with 40 traffic (for, I hope, obvious arithmetical reasons).

Anyway, would be very interested in this answer. I guess a lot of this is due to 'warming up' potential customers prior to launch.

I used to guarantee clients a 1% conversion rate for my sales letters (with strings) but when I do a product launch, I've upped that to 10%...because, as you say the prospects are targeted.

Targeting starts with coming up with your "launch story" aka "the hook" - the overall big benefit. It should be something tangible, external, measurable ...something that will solve a problem or fulfill a desire. Then you need to flesh out that story. Make it complex by attaching all the other benefits that cascade down from the overall hook / big benefit.

Knowing what you story before you begin marketing is essential. It is a story that your prospects desperately want to hear and hopefully want to talk about (buzz). So when you begin and write your blog or your first PPC ad, you are targeting them with your launch story.

Even if you have a list, you're going to want to create a launch list for greater targeting. That way you are speaking to people who have expressed an interest for a SPECIFIC STORY. This is why the conversions are high.

Originally Posted by impact-productions

that implies some great targetting to get the right buyers on the site at exactly the right time.

Yes, we get buyers on the sales page on launch day...which is usually only open for about 5 days. If they don't act, it's gone. We need this real urgency to get them to act....and boy does it work!




.

[LilBlackDress]

Originally Posted by OllieGo

I like your question because it relates directly to nearly every client I've ever had. They're in a hurry. No surprise there, they want payoff to come as soon as possible. If you are a product creator, you should accept the fact that you'll have to go through the steps (just like everyone else does, including Jeff Walker) to gain the momentum the results in a big pay day.

As for your niche, what does your keyword research tell you? Are there people actively searching for what you have? If not, forget it and find another niche. Not trying to be a smartass but it's that simple.

The thing about marketing online is that it's not so much about persuasion as it is about connection. The savvy online market looks for ways to CONNECT. We don't waste time trying to convince someone they need something - uphill battle, very expensive, horrible results.

That what the product launch process does. It uses the Internet (blogs, social networking, videos, teleseminars, email copy, other content) to connect and deepen a relationship with the prospect, inflame his desire and gain his trust.

Your difficulty in finding JVs in your niche. I would start with searches on Google and click on the sponsored listings. Look for sites that squeeze emails...so you know they are building a list.

Next step is to find a way for you to begin a happy relationship with them. There are many reasons that they will not want to do business with you, so take this to heart. A JV relationship is GOLD. And you should look at it like you are going to be friends with this person for the rest of your life.

They know what you want. They're worried that you're going to hijack their list. You have to prove to them beyond doubt that you are there to help them with THEIR MISSION. This takes time but the payoff in the end is massive.

Here are a few reasons why JVs won't promote your product:

JVs can only promote a limited number of products to their list in a give year. Why should they promote yours?

Your product is pretty much the same as all the others in the market. I want to offer my list SOMETHING NEW AND DIFFERENT.

The JV might look at your product and "Hmm...I could just create that product myself and not have to share the profits."

Disparity of price between your offer and what their list is used to paying. Your product is $97 and their list buys $797 products or vice versa.

You have no data that proves the market wants what you have.

You have not built your own list and done an internal launch to demonstrate that the offer converts.

Bad timing...they are about to launch their own product.

Your product competes with theirs.

So what you need is a relationship strategy to get around all of these objections. You want them to fall in love with you. One strategy is to put together a mini-version of your product and give it to their list to sell and let them keep 100% of the commission. Or even 150%. Everyone who buys, gets added to your list. With simple math you can calculate how much each person who gets added to your list is worth...so that 150% commission will actually be a profitable strategy.

Alrighty, how is the best way to develop and decide on a product. I have a niche (several in fact) but what can I offer that is different than someone else without repackaging the same old stuff in new clothes?
If I look at what my consumer base wants, it is the same thing as many others are offering.
What can I do to make a unique offer.

I have the creativity to promote, the dedication to spend hours, the skills to write but how do I come up with that product idea that will provide true value?

[OllieGo]

Originally Posted by tawn31

How does one find people that need a project manager.

You're looking at him!

[OllieGo]

Originally Posted by jjthomas

How did you do your launch, successfully, step-by-step? And how long did it take you, plus have you had experience marketing/etc before, or is this pretty much new to you?

I did my launch successfully because I have been personally trained by Jeff Walker himself. There's a step-by-step in one of the above posts.

A launch can last anywhere from just a few days, up to 3 weeks. It depends on how many objections you need to knock down (and other things).

I am also a copywriter, which is what I did before concentrating on launches. When I do a launch, I write all the copy and the sales letter, just like Jeff does.

The concepts in PLF were not new to me but the strategies were. PLF turned up the volume on the application of the concepts. The strategies are killer because they can be molded to lick nearly any business challenge.

[OllieGo]

Originally Posted by Happy_Balance

Great advice, thanks.

There can be a fine line between "new and different" | "odd and strange."
How can you be a TRULY original pioneer, without ending up lonely and "way ahead of your time?"

The NEW and DIFFERENT aspects of your product or message should not be things that come out of our imagination...because if they do they are, as you say, odd and strange

To find the NEW and DIFFERENT that will resonate with your prospects, you need to research the feelings, beliefs, desires of your prospect...in a new context.

There really is nothing new anymore. So the message, the packaging, the positioning is what it's all about these days. If your prospect is fed up with the government...you'll want to appeal to this viewpoint. Has anyone done this in your marketplace? If not, you have something DIFFERENT in terms of your message that will capture their interest.

[Asher]

Wow, thanks for sharing all these great information. Lots
of gold here. You stated you did a Law of Attraction product
and it converted nicely for you... could you reveal how you
did that?

Asher

[ivana]

Wanted to thank you for responding. I have many lists, very targeted, and don't have a problem with that, but I think I need to improve the initial "buzz", and more viral effect. But truly thanks... I am reading your blog...awesome

[OllieGo]

Originally Posted by nicholasb

I own jeff walkers product launch formula and have used it with great success in my own business.

how do I go about approaching another product owner to do a launch for them.

Like what would I say in the email, and also how do I proceed when they say yes, and how much do I charge

I would head over to Clickbank and look for products that are under performing in hot niches. If you can identify what the problem is, I'm sure the business owner will listen. Quite often the problem is that the offer is weak or there is not enough proof or credibility. We've all see those offers that make us go "Yeah, I want that - if I buy this, I'm the one getting the better end of the deal."

I would send an email that makes them want to respond.

****

Hi (business owner),

I came across your sales page for (product) and think you have something really valuable here. Also noticed that your gravity isn't so hot but I'm pretty sure I know why.

I'm (who you are, what you do, your biggest accomplishment - three sentences).

Maybe we could connect for a chat - I think there's a great opportunity here for you to dramatically increase your sales.

****

When I start dialoging with a potential client I want to get them talking but if they have questions I answer them. But it's not about me - I want them to tell me what their challenges are. But be casual on that first call. Don't try and mine it for everything you need to know.

In fact the purpose of the first call / first email is really just about getting the chance to have a second call / email.

Some things you'll want to know from them:

What's your marketing budget?
Do you have a list?
What are your goals?
How do you see this happening?

****

How much do you charge? A Product Launch Manager gets an up front fee plus a commission. 10% of the gross is pretty standard. This might climb to 12% or 15% if certain targets are hit.

The up front fee could be anywhere from $1K to $15K or more.

If you are starting out, my advice is not to worry about the $ too much. Do a launch to prove you can get the fat conversions...then you will have no end of people wanting to hire you.

But get some kind of fee up front to make sure they are serious. PM me if you want to talk about this more.

[Kat Bartone]

Great thread, Ollie, thanks.

What parts of the entire process (product creation, traffic gen, sales copy, technical stuff, whatever) did you outsource, and which did you do yourself?

- Kat

[OllieGo]

Originally Posted by JeffLam

Hi Oliver,

One question; What do you think is the best way to go about building a responsive list?

Great question. The goal is for you list to see your email in their box and say, "Awesome, I so want to read whatever's in that email!"

What would make them say this? If it was you, what would make you say that?

It's starts with whatever you created to get them to opt-in. This was their initial interest...so the further you stray from this area, the less likely they will open your email. This is why it is so important to know what your story is going to be from the beginning.

However, if you have something you want to launch and it's not related to your initial opt-in....then entice them onto a sublist. This enables you to send info to people who WANT to receive it.

A responsive list is a list that you have a warm relationship with. You have gained their trust. And in the biggest sense that means you are not turning around trying to sell them something every email you send them.

What you want to do to create a warm relationship with them is HELP THEM ACHIEVE THEIR MISSION. And you will need to interact with them as much as possible to find out what this is. When you know what their mission is, you can send them valuable free content that you either create (very nice) or you glean from the net. It can be as simple as a link to an informative blog post.

In all of this what you are doing is training them to do what you say. They open your emails, they click on the links you send them, they answer your question...and they buy based on your recommendation...because they trust you. Violate this trust and you have nothing.

When you consider all of this...it's easy to understand why JVs are so protective of their lists. You have figure that their list is probably worth more than their house. After all, the house has insurance.

[Daniel Brock]

Here's one for you.

You enter a brand new niche you have no credibility in.

You create your product, pre-launch material, freebies, etc.

You have two months to find JVs before your launch.

How would you do it assuming you have not built any relationships yet.

[OllieGo]

Originally Posted by edd666666

I am getting close to introducing a niche product, a site to sell a pdf download of the Conduct Knockout Broadcast Interviews System, aimed at training people to conduct an interview as a host. It is really hard to get key words, as things like broadcast journalism, talk show host and so on, are small to begin with and then this splits off into training. So for the product launch I plan to incorporate a blog/website and drive traffic to it via an email campaign to broadcast journalism schools. I have discovered there is a market for the product among the people that have talk shows on the internet, but I do not know how to reach them. Any thoughts on this would be welcome. Thanks,Ed.

Hey Ed,

Do you know Jason Van Orden? Do a search and you'll find he teaches podcasting. Awesome course. "Podcasting" is going to be your root keyword. Start there to generate you keyword list.

Remember, if you can't generate a list of profitable keywords there is no market for your product. Nada, none. Doesn't matter how great your product is. If people are not actively searching for what you sell, then they don't want it and there is pretty much nothing you can do to persuade them.

People always want to make money, find a better job etc. If you can demonstrate how people can make money with your product and frame it as such, then I'm sure you'll find plenty of keywords.

[nicholasb]

is the retainer to get started refundable,

and if so under what circumstances is it refundable,

Also what type of paper work is involved.

What is the best way to accept the retainer, and also the percentage

[OllieGo]

Originally Posted by LilBlackDress

Alrighty, how is the best way to develop and decide on a product. I have a niche (several in fact) but what can I offer that is different than someone else without repackaging the same old stuff in new clothes?
If I look at what my consumer base wants, it is the same thing as many others are offering.
What can I do to make a unique offer.

I have the creativity to promote, the dedication to spend hours, the skills to write but how do I come up with that product idea that will provide true value?

The best way to develop and decide on a product is to ask your prospects what they want. You want to know what their problems are. Then you create something to solve that problem.

There's absolutely nothing wrong with packaging the same old product in new clothes. The new clothes being the overall positioning (marketing message, the name, tagline, actual packaging / design / marketing graphics).

But you have to be clear on WHY you are doing this so you can get max results. Two key reasons. One, you are trying to stand out from your competitors. One of best ways to reposition yourself is to bring out a hidden benefit. ie something your product does that none of your competitors are highlighting. Careful wording in the copy will create the perception that your product is the only one that does this...when in fact all of them do it.

The second reason is so that you can reach new prospects. Look at all the different ways they sell cars. Truck vs. minivans. The are all vehicles but to sell them they frame the message according to the feelings, beliefs and desires of the particular prospect.

And sometimes you'll see how they repositioning the message to sell trucks to women.

[OllieGo]

Originally Posted by Asher

Wow, thanks for sharing all these great information. Lots
of gold here. You stated you did a Law of Attraction product
and it converted nicely for you... could you reveal how you
did that?

Asher

This client had been struggling with here line of Law of Attraction products for a few years. There was growth each year but too slow. They had very little money and no firm idea of how to get more sales. They had been trying to run their business and do all the marketing themselves.

So why did I decide to work with them?

1. They had a great product
2. She is a massive blogger and social networker on Twitter and FB
3. They had a list of 4000.

If the business owner is a blogger / social networker, that scores huge points with me because these efforts will drive the traffic into the funnel.

The product has to be good. Period. When I write the copy I'm going to say it's the best thing out there...and we have to deliver for obvious reasons. If the product has potential I'll see what the business owner thinks of going back to the drawing board. It's not what they want to hear but they are always glad they did it.

In this case, I beefed up the offer. We added a membership site and other bells and whistles to add value.

Then there was the list. A business owner tells me they have a list...what does that mean exactly? ie What made these people opt-in? Did they opt-in? What have they bought? How much did they pay? What is the relationship with the list? In this case it was pretty cold. They had not been given a thing - just sent promotions.

So the first thing we did was to create a funnel to build a sublist for the launch. Squeeze page and freebie.

The business owners were not very responsive at first in terms of doing what I told them to do. I can't blame them really, we had never worked together before and they had never done a launch.

I would send emails asking them to write a blog post on a particular topic or make a video on something...and nothing. Repeated requests etc. They weren't used to taking direction. The important thing to understand here is that the launch manager runs the launch and business owner runs their business. They feed each other. If I get the sense that the business owner wants to run the launch with their strategy and have me do the legwork then I tell 'em it's not a good fit and we part ways.

Finally with these guys I just asked them if they really wanted to do this and if so "this was the way it had to be." The agreed and were forthcoming with some of my requests. I ended up creating some of the content myself.

Our content was pretty simple: a teleseminar, a testimonial video, some blog posts, a graphic that gave a visual of the program, and the email sequence...and finally the sales letter.