Mass Control/PFL style launch timescale?

15 replies
Hey guys,

Just wondering does anyone know what sort of timescales the pro-product launchers work to?

I understand there is the whole list building process but from the moment of first e-mail of the launch to the release date what sort of timescale is generally most effective?

Im thinking like a month with increased pressure stacking towards the launch date?
#control or pfl #launch #mass #style #timescale
  • Profile picture of the author petelta
    Its totally dependent on the project. Some of these are planned for years while the big names can have something launched in only a few short weeks. It helps when they have the networking of all the other gurus who will happily promote their product. It's an instant million viewers.

    Travis

    Originally Posted by Labno View Post

    Hey guys,

    Just wondering does anyone know what sort of timescales the pro-product launchers work to?

    I understand there is the whole list building process but from the moment of first e-mail of the launch to the release date what sort of timescale is generally most effective?

    Im thinking like a month with increased pressure stacking towards the launch date?
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  • Profile picture of the author Dietriffic
    For a big launch, it's usually between 20-30 days.

    It could take at least double that time to prepare and plan it out, though. Preparing each email, blog post, etc.

    It's best to be as prepared as possible. You don't want to lose momentum half way through.
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  • Profile picture of the author Imran Naseem
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    You can even do a pre-launch for 5 days and use the techniques of Mass Control and still make a killing. I agree with Dietriffic - you have to be prepared
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  • Profile picture of the author VilPietersen@
    I was watching an interview with Frank Kern & Bob Serling yesterday. Those guys do $100,000 product launches with like three emails in a couple of days.

    It's like a good skater I guess, they make it seem so effortless!
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    • Profile picture of the author Dietriffic
      Originally Posted by VilPietersen@ View Post

      I was watching an interview with Frank Kern & Bob Serling yesterday. Those guys do $100,000 product launches with like three emails in a couple of days.

      It's like a good skater I guess, they make it seem so effortless!
      With the hype Frank Kern has cultivated around his name, he could sell air.

      Unless you've access to huge JV buddies, lengthen out the launch a little to give people time to link to it and blog about it.
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      • Profile picture of the author VilPietersen@
        Originally Posted by Dietriffic View Post

        With the hype Frank Kern has cultivated around his name, he could sell air.

        Unless you've access to huge JV buddies, lengthen out the launch a little to give people time to link to it and blog about it.
        Oh ye, don't get me wrong, I'm not trying to say I could create a successful $100,000 product launch with 3 emails. I just thought as a matter of interest I would mention it as I was watching it last night.
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  • Profile picture of the author MarketingZen
    Thanks guys, great help...
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  • Profile picture of the author Dan Bainbridge
    Everyon'es formula is different , depends on the type of niche, the partners involved, the size of it, the amount of info you can email, and many other factors.

    My current formula is 3 month based, with a 7 day launch - so 90%+ is planning, making partnerships with site owners and getting solid JV partners on board, creating materials, setting everything up in the background then launch over the space of a week, building interest, free content, announcing launch, giving testimonials, extra info etc, and then a couple of emails reminding people that it is ending and this is the last chance basically.
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    • Originally Posted by submp3s View Post

      My current formula is 3 month based, with a 7 day launch - so 90%+ is planning, making partnerships with site owners and getting solid JV partners on board, creating materials, setting everything up in the background then launch over the space of a week, building interest, free content, announcing launch, giving testimonials, extra info etc, and then a couple of emails reminding people that it is ending and this is the last chance basically.
      Do you actually build the anticipation up during your 90-day preparation period ?
      If you currently don't, then you should definitely give it a try. We call this a pre-pre-launch in the PLM community, and it's the time when you just hint repeatedly at the awesome product you're going to release.

      It adds a ton of anticipation and buying frenzy to your launch.

      Sebastien
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  • Profile picture of the author James Sol Radina
    Depends on if you are doing a launch to an internal list or trying for a bigger JV launch. With a JV launch you better allow 3+ Months to find people to participate, get on their calendars, develop copy, landing pages for them, unique URL's, and to help them with special offers and bonuses.

    If it is an internal launch, usually 3 weeks in my experience. BUT there is definitely some Pre-Pre Launch sequences that can happen. The Pre-Pre Launch is a lot of time just as important as everything else. it is where you determine exactly what your list wants and it allows you to build it. You are asking questions and engaging them and allowing them to help you build your program/
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  • Profile picture of the author Steve Ranger
    Eben Pagan started his launch process 10 days ago, and it is launching June 1st. So far he's released about 3 quality videos.. expect more I guess! You should watch these big name launches for inspiration - even if you don't intend to purchase.
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  • Profile picture of the author Michael Formby
    You should watch these big name launches for inspiration - even if you don't intend to purchase.
    Plus you get to make a nice swipe file with the emails

    Mikey,
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  • Profile picture of the author Steve Ranger
    I've swiped them all

    If you're outside of the IM niche I think that launches don't need much thought. People aren't used to them as much, and all you need is a simple bit of copy telling them you're launching shortly and there's limited availability at a lower price point.. (and give them some free stuff!). You don't need to go through the huge drawn out processes that people like Kern, Jeff Walker and Ryan Lee do.

    In fact, I'm certain of this
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    • Profile picture of the author LaunchGal
      the time frame depends on the responsiveness of your list - in other words do you need to warm them up before a launch, or do you have a great relationship where they are responsive with blog comments, feedback and purchasing already at a rate that you are satisfied

      @ Steve Ranger - I have to respectfully disagree - all successful campaigns and promotions, whether in IM or any space require strategy, planning and deliberate execution. What often appears to 'just happen' is usually a long time in the planning and developing. Like the concept of 'an overnight star' - many times the actor has been working in hollywood for years, playing roles...then one day they get noticed.......

      Jane
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      • Profile picture of the author Steve Ranger
        Originally Posted by LaunchGal View Post

        @ Steve Ranger - I have to respectfully disagree - all successful campaigns and promotions, whether in IM or any space require strategy, planning and deliberate execution. What often appears to 'just happen' is usually a long time in the planning and developing. Like the concept of 'an overnight star' - many times the actor has been working in hollywood for years, playing roles...then one day they get noticed.......

        Jane
        I've had many mini-launches 'on a whim' with a small list of people that I've treated well over a few weeks and made many sales. I guess when you say 'long time in the planning', you could say all the free content I've sent has helped develop it.

        I guess what I'm saying is, if you're launching say a dog training guide for your dog list, it's a little bit over the top doing a massive 30 day run up - people in that dog niche just want something fast.
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