How does "Product Launch Formula" work?

25 replies
From what I can gather, it goes something like this:

1. Create a product.
2. Seduce your JV partners.
3. Promote the product like mad (the way John Reese is doing right now with his outsource thingie).
4. Only offer a limited number so people will go, "Holy crap I must buy this."

Are there any crucial components I'm missing?
#product launch formula #work
  • Profile picture of the author DeadGuy
    Yep... it goes just like that! Piece o' cake.
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    • Profile picture of the author Soapyshoe
      Originally Posted by DeadGuy View Post

      Yep... it goes just like that! Piece o' cake.
      Then why do I need to pay $700 for it?
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  • Profile picture of the author Vanquish
    That's the jist of it, but their are a ton of other crucial components in making it work and maximizing your profit.
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    Nothing to sell, only value to give and new knowledge to learn.
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    • Profile picture of the author Soapyshoe
      Originally Posted by Vanquish View Post

      That's the jist of it, but their are a ton of other crucial components in making it work and maximizing your profit.
      I think I can manage to make those 4 steps work, based on my knowledge of human psychology.
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  • Profile picture of the author Paul Myers
    From what I can gather, it goes something like this:
    You've summed it up in pretty much the same way the route to becoming a billionaire is summed up in the following: "Create a product which brings in $100 profit per sale, then sell 10,000,000 units of that product."


    Paul
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    • Profile picture of the author Bill Farnham
      Originally Posted by Paul Myers View Post

      You've summed it up in pretty much the same way the route to becoming a billionaire is summed up in the following: "Create a product which brings in $100 profit per sale, then sell 10,000,000 units of that product."

      Paul
      Paul, you don't have a link to that, do you?

      ~Bill
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  • Profile picture of the author Ryan D
    Banned
    All of this while sipping fruity drinks on the beach!

    I've never purchased PLV, but I'm assuming he says that any niche can do a product launch? I've witnessed several non-IM product launches and they don't seem to have the same effect on the audience when it's in a boring niche. They practically follow the same formula and it just doesn't stick, probably because it's not cool like self defense, forex trading, or making money online.
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    • Profile picture of the author Paul Myers
      Ryan,
      I've witnessed several non-IM product launches and they don't seem to have the same effect on the audience when it's in a boring niche.
      If it's boring, they're not following the formula.


      Paul
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  • Profile picture of the author Ryan D
    Banned
    So you think it's possible to make any niche exciting?

    Say you sell quilt-making DVD's. While not necessarily boring to some people, not really something where there would be tremendous urgency to get up and buy. I can see how you'd get some traction with a slight build-up followed by an email blast. But are people excited? It's hard for me to imagine people getting that excited over something like that.
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    • Profile picture of the author IdeaLady
      If I had to define what PLF is about in one word, the word would be "relationships." What Jeff Walker teaches is how to create relationships with the people on your list. When people know, like and trust you, they are more likely to buy from you.

      PLF also teaches how to incorporate buying triggers, such as scarcity ("Only 200 available!" "Closes at noon Friday!"), to get customers to act. But the bottom line is about creating relationships by communicating effectively with your list.

      Jeff knows his subject well, and teaches how to really make it work. Lots of people think they understand product launches, based on the rudimentary facts, but most of the time "theyr doin it rong."
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      • Profile picture of the author Paul Myers
        Ryan,

        "Not boring" isn't the same as "creates an adrenalin rush."

        If you can't create anticipation (the key word) within a niche, it's not likely to be all that profitable a niche in the first place.


        Paul
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        • Profile picture of the author LaunchGal
          $700 to get the secret egg salad recipe? I guess if you are comparing it to a $7 product....yeah, it could sound expensive.

          I suggest you need to ask yourself the question, which would be more valuable- teach myself and maybe figure out how to struggle through my first product launch, or learn from Jeff Walker, creator of PLF and have the exact blueprint that has been tweaked and perfected, proven to work by hundreds if not thousands of people in all niches, online and offline...incredibly well.


          I'd bet if you take the latter approach, you will learn faster and have greater success... I say this because it took me awhile to learn that there is no need to reinvent the wheel....if someone has figured out how to do something really, really well... I prefer to follow them very closely. Success is greater and comes sooner. And with less struggle.

          Happy to answer any launch questions you have.

          btw, Paul, let me know when that link is up too!

          And, in I say this from experience [non product launch]....not just because I am a Jeff W trained, platinum product launch manager
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    • Profile picture of the author Jeff Walker
      Originally Posted by Ryan D View Post

      So you think it's possible to make any niche exciting?

      Say you sell quilt-making DVD's. While not necessarily boring to some people, not really something where there would be tremendous urgency to get up and buy. I can see how you'd get some traction with a slight build-up followed by an email blast. But are people excited? It's hard for me to imagine people getting that excited over something like that.

      Ummm... I actually published a case study of a guy
      who had a sweet launch in quilting.

      Not to mention knitting. And horse ballet and
      carving wooden dolls and writing love letters. And
      SAP and professional test certifications. And
      marching band accessories. And learning how to
      coach youth soccer. And an ebook on snubber
      circuits (google it). Oh yeah... how about tax
      preparation - that one's pretty exciting.

      The list goes on and on and on.

      I don't think it would work for locksmiths though.
      Or roto-rooter people.


      - Jeff

      P.S. OK, I can't help it... I love talking about
      all the crazy stuff my PLF Owners have also done
      launches for... like Holstein cow embryos, edible
      and medicinal herbs and plants, massage therapy,
      raw food, an estate sale, and dog training. And a
      product that removes stains. :-)
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      • Profile picture of the author Soapyshoe
        Holy moly, Jeff Walker decided to pay us a visit

        To make sure I'm understanding everything right:

        Product Launch Formula is really an "all-in-one" training package for Internet Marketers who are ready to develop and sell a product? Correct?

        1) It sounds like you're saying that most Internet Marketers develop their product "blind" and have no idea what the market wants, so they need to do an extended pre-launch in order to fine-tune their offering to the market?

        2) The kind of hype-filled promotion that most people are using doesn't work, and you recommend something more like relationship building than "brute force" promotion, correct?

        3) Scarcity is just one of many tactics we can use to get people salivating over our offer?
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        • Profile picture of the author milkyway
          Soapyshoe,

          Originally Posted by Soapyshoe View Post

          Product Launch Formula is really an "all-in-one" training package for Internet Marketers who are ready to develop and sell a product? Correct?
          it's a training package for product launches (and a great package!). While Jeff does his best to include information on other aspects, you can't seriously expect him to cover every aspect of internet marketing.

          Thus, if you need information on how to set up a blog, how to produce a video, and a bunch of other things, you will need to get that elsewhere.

          But if you want to learn about product launches, and at the same time get a lot of helpful knowledge about sales, marketing, psychology of selling etc, it's definitely worth the money.

          At least that's my perception of the content -- Jeff, I seriously hope that's what you intended with PLF. If you were trying to teach me how to grow vegetables in one of the modules, I will have to re-read them...


          2) The kind of hype-filled promotion that most people are using doesn't work, and you recommend something more like relationship building than "brute force" promotion, correct?
          You're on the wrong email lists. Try Paul's newsletter...

          Cheers,

          Regine
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          Never miss an opportunity to be fabulous.
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          • Profile picture of the author jk21
            Just to add to this...


            By using PLF, you create amazing relationships with
            your customers, the simple act of listening to what
            they want (instead of selling what you have) builds
            so much relatedness...you can't stop them loving
            your stuff and spreading the word for you...

            And if you're lucky enough to help someone with their
            launch, using plf method's, they will never forget you
            or the stream of cash you brought them. As one of
            Jeff's Platinum PL Managers, clients i've worked with
            jump through hoops to keep me on board...

            Final word...it's gold I tell ya, gold!
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            Regards,

            James Klobasa
            Ifyouuseit-itworks!
            PLFConsultant.com

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      • Profile picture of the author James Sol Radina
        Originally Posted by Jeff Walker View Post

        Ummm... I actually published a case study of a guy
        who had a sweet launch in quilting.

        Not to mention knitting. And horse ballet and
        carving wooden dolls and writing love letters. And
        SAP and professional test certifications. And
        marching band accessories. And learning how to
        coach youth soccer. And an ebook on snubber
        circuits (google it). Oh yeah... how about tax
        preparation - that one's pretty exciting.

        The list goes on and on and on.

        I don't think it would work for locksmiths though.
        Or roto-rooter people.


        - Jeff

        P.S. OK, I can't help it... I love talking about
        all the crazy stuff my PLF Owners have also done
        launches for... like Holstein cow embryos, edible
        and medicinal herbs and plants, massage therapy,
        raw food, an estate sale, and dog training. And a
        product that removes stains. :-)
        And launches for charity. I just did one for a non profit that has education and prevention programs for Sexual Assault Prevention. In fact I just submitted it to you Jeff for your next case study as per your request in your recent email. PLF works and if I could sum it all up, it's about really building a relationship with your list and giving them what they want.
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        I offer Product Launch Blueprints and Product Launch Management Services. I studied under Jeff Walker's Product Launch Manager Coaching Program. I also provide online marketing for Personal Development Guru's in the Self Growth Industry. Looking forward to support you in any way I can. Namaste, James Sol Radina http://www.facebook.com/briantracydirector

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        • Profile picture of the author Jeff Walker
          Originally Posted by James Sol Radina View Post

          And launches for charity. I just did one for a non profit that has education and prevention programs for Sexual Assault Prevention. In fact I just submitted it to you Jeff for your next case study as per your request in your recent email. PLF works and if I could sum it all up, it's about really building a relationship with your list and giving them what they want.
          James... I just saw your Case Study application for this launch - and it sounds REALLY cool.

          I'm really happy about how PLF has been used a bunch to raise money for non-profits... that's not something I ever envisioned when I first published PLF.

          Can't make any promises, since we had a TON of people apply to be one of my Case Studies... but I have a feeling you'll be getting contacted by someone on my team for a Case Study pre-interview.


          - Jeff
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          • Profile picture of the author Steven Wagenheim
            PLF is actually quite an involved process if you're going to do the whole
            thing from start to finish, which is why I've put off doing such a launch. I
            just don't have the desire to work that hard at this point in my life.

            But from what I have seen of other launches and speaking to people
            personally about them (people I trust) IF you follow it to the letter and
            have a kick ass product (yeah, you actually have to create something
            people want) you can do very well using the PLF model.

            But as I said, it's a lot of work.

            At least IMO.
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            • Profile picture of the author Soapyshoe
              Originally Posted by Steven Wagenheim View Post

              PLF is actually quite an involved process if you're going to do the whole
              thing from start to finish, which is why I've put off doing such a launch. I
              just don't have the desire to work that hard at this point in my life.

              But from what I have seen of other launches and speaking to people
              personally about them (people I trust) IF you follow it to the letter and
              have a kick ass product (yeah, you actually have to create something
              people want) you can do very well using the PLF model.

              But as I said, it's a lot of work.

              At least IMO.
              Well, I'm 27 and "hard work" is no deterrent at this point in my life.

              I've turned into an Internet Marketing zealot, LOL!
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            • Profile picture of the author James Sol Radina
              Very true for some people. I really think that is why Jeff Walker's Product Launch Managers are doing so well. People are really starting to see the value in outsourcing their launch. How does the saying go? Do what you do best, outsource the rest. You can either spend hours and hours trying to determine the best launch approach, strategies and tactics or you can share your profits with a launch manager and let them bring you the big $$ while you focus on your existing business and what is already working.

              Originally Posted by Steven Wagenheim View Post

              PLF is actually quite an involved process if you're going to do the whole
              thing from start to finish, which is why I've put off doing such a launch. I
              just don't have the desire to work that hard at this point in my life.

              But from what I have seen of other launches and speaking to people
              personally about them (people I trust) IF you follow it to the letter and
              have a kick ass product (yeah, you actually have to create something
              people want) you can do very well using the PLF model.

              But as I said, it's a lot of work.

              At least IMO.
              Signature

              I offer Product Launch Blueprints and Product Launch Management Services. I studied under Jeff Walker's Product Launch Manager Coaching Program. I also provide online marketing for Personal Development Guru's in the Self Growth Industry. Looking forward to support you in any way I can. Namaste, James Sol Radina http://www.facebook.com/briantracydirector

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  • Profile picture of the author James Sol Radina
    Originally Posted by Soapyshoe View Post

    From what I can gather, it goes something like this:

    1. Create a product.
    2. Seduce your JV partners.
    3. Promote the product like mad (the way John Reese is doing right now with his outsource thingie).
    4. Only offer a limited number so people will go, "Holy crap I must buy this."

    Are there any crucial components I'm missing?

    I have done quite a few launch consultations in the past week and each person I have spoken to is doing basically what you think it is all about. But as IdeaLady mentioned, it is truly about "Relationships" and you can not do that by developing a product and sending people to a sales page.

    That is what most people do. Build product, Market and advertise, then send people to a landing page/ sales page. Converts like crap. Sure, works for some.

    But with a launch, you extend the sales process. You build the relationship. You provide tons of value upfront. You use numerous mental triggers so people are pre-sold when the cart opens. All of John's pre-launch videos were valuable. Content driven. So people felt confident purchasing his $2000 package that they were getting an extreme amount of value and I guarantee they are excited to get rocking on it. Just look at all the comments he received. You can do that with a traditional sales page approach.

    Build the list, then provide value and warm the list. Make it an event. Tell a story. Tease and create anticipation. And so much more. There is definitely a Formula, and Jeff Walker has mastered it. Then he taught others how to teach others. That is true mastery. It's not rocket science, but it is a formula and there is more to it than your 1-4 steps. At least to create huge numbers, a huge list, and a solid relationship with your list.

    Cheers!
    Signature

    I offer Product Launch Blueprints and Product Launch Management Services. I studied under Jeff Walker's Product Launch Manager Coaching Program. I also provide online marketing for Personal Development Guru's in the Self Growth Industry. Looking forward to support you in any way I can. Namaste, James Sol Radina http://www.facebook.com/briantracydirector

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  • Profile picture of the author Jeff Walker
    Not sure how cool it is for me to respond in this thread, but I'll take a chance...

    Originally Posted by Soapyshoe View Post

    From what I can gather, it goes something like this:

    1. Create a product.
    2. Seduce your JV partners.
    3. Promote the product like mad (the way John Reese is doing right now with his outsource thingie).
    4. Only offer a limited number so people will go, "Holy crap I must buy this."

    Are there any crucial components I'm missing?

    Actually, that's really not very close.

    First off, your #1 point is "create a product".
    Well, the standard Product Launch Formula approach
    includes a pre-prelaunch phase. While this isn't
    strictly necessary, what it does is make sure
    you've got your product and offer tuned to what
    the market wants. So your point #1 is actually a
    bit out of order... you don't just "create a
    product" - you use the early phase of the launch
    to make sure you have a product the market wants.

    Second... well I've never thought about it as
    "seducing" JV partners. That's an interesting
    idea, though.

    In the long run, I think it's more
    about delivering huge value to your partners...
    something that converts really well and delivers a
    big ROI per visitor. It's also uber-important to
    deliver a great product to the people your partner
    refers (and that goes back to getting the
    product/offer right in your initial
    pre-prelaunch.)

    Your relationship with your partners will end up
    being an extended one... so you better have
    something that goes beyond "seduction"...

    And this is important - JVs are NOT a part of many
    launches. The majority of the launches I have
    personally done have NOT had any partners. In
    fact, I teach that most people should do an
    "internal" launch before they do a big JV launch.

    Third... with regards to "promote like mad" -
    well, Paul has already had a good analogy. I'll
    add another one - I think that's like saying
    you're going to become a great guitarist by
    playing a lot of great musical notes. Easier said
    than done, especially if you don't have a proven
    and tested plan.

    I think it's more important to promote EFFECTIVELY
    than to "promote like mad". There's a specific
    sequenced way to do this in a launch that builds
    excitement and anticipation for the launch.

    Fourth... some people limit the number that is
    available. For instance, the last three times I
    opened Product Launch Formula I had a limit of 500
    people. I did this because we have an interactive
    class and also to help keep my customer service staff
    from losing their sanity. Each time I opened, I sold out
    within 24 hours or so (and sometimes faster.)

    HOWEVER, many people do PLF launches WITHOUT
    limiting sales or pulling the product off the
    market.

    This is the scarcity trigger we're talking about.
    It's one of many (well over a dozen) mental
    triggers that are part of PLF.

    Finally, you can't get Product Launch Formula for
    $700. When I released the original version in 2005
    it was $997.00.

    When I completely re-built the course and came out
    with a hugely expanded version PLF 2.0 in 2008, I
    raised the price to $1,997.00 (and I never
    discount prices.)

    Not cheap. Unless you consider the return on
    investment people are getting.


    - Jeff
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  • Profile picture of the author oneplusone
    Product Launch Formula is incredible and Jeff Walker really over delivers.
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    'If you hear a voice within you say "you cannot paint," then by all means paint and that voice will be silenced.' Vincent Van Gogh.
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  • Profile picture of the author michaelbnielsen
    Originally Posted by Soapyshoe View Post

    From what I can gather, it goes something like this:

    1. Create a product.
    2. Seduce your JV partners.
    3. Promote the product like mad (the way John Reese is doing right now with his outsource thingie).
    4. Only offer a limited number so people will go, "Holy crap I must buy this."

    Are there any crucial components I'm missing?
    I would say you got it mostly correct. I however believe that "Seduce you JV partners" comes after you have made your initial sales where you fine tuned your sales letters and message.

    Michael
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