For those who missed the product launch this is a secret file from 2003.

Enjoy, David Norden

Jeff Walker’s Original Product Launch Presentation:

Jeff Walker’s Original Product Launch Presentation in 2003 :
How To Guarantee A Successful Product Launch otherwise known as “Product Launches That Rock!”

Product Launches That Rock!
There is no excuse for launching a product without being sure it will work.
Give the market what it wants… at the price it wants.
And you will have a cash on demand system.

Product Launch Steps:
•Find out what the market wants
•Find out what the market will pay
•Craft offer
•Create product
•Gather metrics and test offer
•Create frenzy with a rollout to your list / JV partners
•Shift into “normal” promotion mode
•Repeat

Find Out What The Market Wants
•Product survey for your list (“which of these products would you buy in the next 60 days?”
•“Ask” (“if you could ask Jeff any two questions, about anything, what would they be?”)
•Adwords traffic
•Barnes and Noble litmus test

Find Out What The Market Will Pay
•Study competitors (least effective, but you have to do it)
•A:B split test (be very careful with this one)
•And my favorite, ask your list what they will pay…

Price Testing
•
Five Questions:
–What price is so cheap that would question the value of this widget?
–At what price would this widget be a good deal?
–At what price would this widget be expensive, but still worth buying?
–At what price is this widget too expensive?
–How interested are you in this widget?

And the data…

Price Testing 2 make a graph

——–
Price Testing 3

notes:

Craft Your Offer
• Write the sales letter first to help define the product.
•They told you what they wanted, now give it to them
•How are you going to create a buying frenzy during the initial launch
 –scarcity and social proof… a deadly combo
 –“the reason why”
•How are you going to capitalize on your rabid buyers?

Scarcity
•Few things will motivate people to act like perceived scarcity.
•If you can create scarcity in your offer, it will explode sales.
•A product launch gives you a unique time to use scarcity in your marketing.
•It needs to make sense… bogus javascript will NOT cut it.
•Ways to “create” scarcity:
–
limited time special pricing for your launch
–
limited number
–
limited bonuses

notes:

Create Your Product
•You know what the market wants, so give it to them.
•If it is an information product, you can add value / bulk / thud factor by delivering in different media – audio, video, transcripts, teleseminar, bootcamp, etc..
•If it is a physical product or service, you can add value by including complementary information products.

notes:

Gather Metrics And Test Offer
•What is the visitor value for everyone hitting your offer page?
•Figure this number out using pay per click traffic or by soft launching to sublists.
•This will give you a ballpark number that you can take to your JV partners.
•It will also give you an idea for how much you can spend to attract prospects.

Notes:

Create A Frenzy !
•Rollout to your list with your best shot
–full out scarcity play
•I like one week launches… give them multiple messages during that week
•Use multiple types of messages – audio, email based, landing pages
•Last second message
•Careful with the “oops” time extension
•Hold to your deadline – train your clients
•Get JV partners on board for the frenzy

Notes:

Shift To Normal Promotion Mode
•How are you going to turn this new product into an ongoing cash cow? Think about this before you launch.
•Focus on keeping all your new customers happy.
•Backend. Backend. Backend.
•Count all your money, patch up your relationship with your merchant account.
•Call up all your friends and family and brag about how much money you made.

Notes:

Repeat The Process
•Each launch teaches you an enormous amount about your clients and your market.
•Take this knowledge and use it to repeat the process.
•I like to plan several of these per year.
•I time them for specific, key times of year for my markets. Some months/seasons are better than others… and this varies by niche.

Notes

That’s it Folks !

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