Which is better? Webinar vs. PLF (Product Launch Formula)?

11 replies
Hello Warriors! I have a question about whether I should switch launch models for a continuity product/service I am currently launching to the church market.

I'm currently doing a launch for this new product/service and using Facebook ads to drive traffic. Traffic is good and cheap and the squeeze is converting at 30%.

Video #1 (of 4) is getting good views but there is a major dropoff from video #1 to video #2. Only 15% of those watching video 1 ever watch video 2. It trickles down from there. The videos are short. The first is only 24 mins, then next few are even less than that. I don't know if this drop off in views of subsequent launch videos is typical with this model or not. Any feedback would be welcomed. The setup is a "perpetual launch" so they get the autoresponders over 10 days from video #1 to "doors open" video.

Have you experienced or heard about a big dropoff with PLF from video 1 to video 2? Is this common?

I did a soft launch last year using a straightforward webinar and closed 20%.

So, bottom line is that I'm thinking of switching back to a webinar.

The basic approach would be FB ad > squeeze > live webinar.

The alternative would be FB ad > squeeze > prerecorded video sales letter (slick, smooth edited version of the webinar materials).

The webinar or sales letter either one would be right at an hour, maybe less.

What would you do? Drop the PLF model? Live webinar approach? Pre-recorded sales letter?

Yes, I will test, but would love to hear opinions on what to test next/first.

Have you seen or experienced a PLF vs. webinar comparison? Would love to hear about it.

I am planning to launch a live webinar to the existing list that doesn't seem to be working through the launch video series very well. Whadya think? Sound like a good idea?

Love this forum! Thanks in advance for any feedback you offer!
#formula #launch #plf #product #webinar
  • Profile picture of the author oneplusone
    I've done very well with PLF over the years.

    I haven't done many webinars because I've got a stammer (stutter) and it gets worse when I'm under pressure.

    If I could string a few sentences together when I speak I think I'd be far more successful with webinars.
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  • Profile picture of the author scottnewton
    Well, I am a speaker by trade and do pretty well there which is another reason I'm thinking of going for that model.

    When you say "far more successful with webinars" are you meaning far more successful than you have been with webinars in the past or are you meaning your webinars would be more successful than your PLF approach?

    Thanks!
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    • Profile picture of the author oneplusone
      Originally Posted by scottnewton View Post

      Well, I am a speaker by trade and do pretty well there which is another reason I'm thinking of going for that model.

      When you say "far more successful with webinars" are you meaning far more successful than you have been with webinars in the past or are you meaning your webinars would be more successful than your PLF approach?

      Thanks!
      I meant they would be more successful than webinars in the past.

      PLF works wonders if you add direct mail to the mix: online > offline > online is incredibly effective.

      Don't forget that you can also do webinars during a product launch -- it doesn't have to be one or the other.
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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 MKTNG
        Originally Posted by oneplusone View Post

        I meant they would be more successful than webinars in the past.

        PLF works wonders if you add direct mail to the mix: online > offline > online is incredibly effective.

        Don't forget that you can also do webinars during a product launch -- it doesn't have to be one or the other.
        Thanks for this ^^

        Was doing research for a client, video versus webinars-- that one thought was very helpful can be video +webinars.
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  • Profile picture of the author Coach Comeback
    I know this is an old thread, but I was about to ask the very same question and I found this. Hopefully the bump will spark the conversation again.

    Would love some feedback on this.

    Seems almost every new product seems to use the same "Jeff Walker" style product launch as described in the OP.

    But I also keep hearing people say their highest conversions are ALWAYS when they do a live webinar.

    Again, would love to hear personal experiences of people actually testing this out and some numbers as well.
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    • Profile picture of the author scottnewton
      Meant to add:

      When I launched a product using the Jeff Walker style launch, the drop-off rate from video 1 to video 2 and especially 3 and 4 was HUGE. And I'm a pretty good communicator and my videos were well done.

      Webinars have been wayyyy better for me and I'm using Mike Filsaime's Evergreen Business System to automate the process. I love it.
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  • Profile picture of the author scottnewton
    Hey bro. I've learned since I posted this -- by experience -- that webinars are better as people will stay on longer and see your whole presentation. Especially if you promise a good reward for staying til the end.

    The Jeff Walker style launches are better if you are launching a product to an existing customer base that's warm.

    Use a webinar to launch to a fresh or "cold" traffic list.
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  • Profile picture of the author Coach Comeback
    AWESOME! Glad to see you are still around and it is working for you!!! CONGRATS!

    Thanks for your reply. Helps out dearly. Especially to know this is from your own testing. I guess that I what I was thinking but I kept hearing contradicting advice saying that the PLF module is "tried and true" so I should switch to that.

    Question: Do you try to do a mix of both?

    Meaning, when they register for the webinar do you give them the standard thank you page then a reminder on the webinar, or do you still use your pre sell vids (video 1, 2, or 3) delivered before the webinar to warm them?

    Basically still doing the PLF forumula, but with a "LIVE" sales video basically, as the final webinar?
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    • Profile picture of the author scottnewton
      Yeah it's hard to get through the online fray to find what works.

      No what I do is drive traffic to my Evergreen Webinar landing page. They get autoresponders reminding them of the webinar. This is built into Evergreen. Then they attend in full and buy, attend the full thing and don't buy, bail out of webinar somewhere midway or skip it altogether. Based on what they do, they get a different series of autoresponders.

      For instance, if they see the offer but don't buy, they get offer emails about how they need to buy. If they skip or bail out, they get AR's suggesting they watch the time-limited replay.

      I don't do the PLF model. But if I did, it would be to an existing list of customers.

      Honestly, you really don't see it as much anymore. More and more are doing webinars and I see why.
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  • Profile picture of the author Coach Comeback
    Yeah I hear ya. That is very helpful.

    Why change what is working?

    What is your closing % on average to the people who attend the webinar? And I am not sure if EBS has the option for you to be on during the replays to handle chat live. If so, do you do that at all, or is everything hands free in your approach?

    Just trying to analyze what is the best use of my time for my webinars. Thanks again
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    • Profile picture of the author scottnewton
      I haven't figured the close ratio. What I have figured is it takes about $350 in paid Facebook traffic to land one client. I've tested postcards to a targeted list and oddly, it's about the same. Each client is worth about $6k, so spending $1k to get $18k is good enough math for me.
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