Product Launch Formula 3
The idea of authority – we like to follow authority. You put someone in a uniform and we listen to them. There are all different kinds of ways to get authority and to show authority. That is something that you want to have in your marketing. Anticipation is closely tied with making something event based. It is basically that you are teasing. It’s like something’s coming, something’s coming. It’s almost like a movie trailer that’s out six months ahead of time. It gets you really amped up ahead of time. Christmas is a huge holiday for much of the world because the kids are counting down the days for months until they can open their presents.
The anticipation is far greater than the actual day. Anticipation can really play into your Product Launch Formula 3. It is very, very powerful. Like I said, we are going to go back and I’m going to show you examples of all of these. I just wanted to run through them really, really quick. I’m going to show you examples of many of these. Later on in the course as we start to walk through entire sequences of launches you are going to see how all this stuff ties together. The common enemy – having a common enemy is one of the greatest ways to pull people together. If you’re trying to create that community or that feeling of community, having a common enemy is really powerful. Also, having a common enemy to sell against is great. If you can create a common enemy, say it’s the IRS or say it’s lawyers, whatever, if you have a common enemy and you’re talking about that common enemy in your sales copy, in your pre-launch material, then that instantly aligns the prospect with you. If you’re going on and on and on about the common enemy being the IRS, well the IRS is the bad guy. It goes from you, someone who’s trying to sell something being the bad guy, to now the IRS being the bad guy and it’s you and the prospect on the same side together.
Proof is slightly different than social proof. It’s a fine line between them, but proof is that you can do something. Social proof is the idea that everyone else is doing something, but proof is just proof that you can do something. It is very, very powerful if you can show proof. 31 Controversy gets people’s attention. There is a saying that all press is good press. I do not believe that. I think there can be bad press, but in general, controversy – and it’s often easy to stir up some controversy or to make it appear that there’s some controversy – and when there’s controversy that is a flash point that gets people’s attention. Commitment and consistency is the idea that someone’s done something before, so they’re going to want to act in accordance with that in the future. If you can set up a situation where they say, “Yes,” to something even fairly small then later on if you ask them to say, “Yes,” to something like buying your product, then it can often be much easier to get them to do that. I’ll show you an example of this. It sounds complicated but it is actually pretty simple. Interaction and conversation, this is huge, and this is what Web 2.0 is all about. It’s about having a conversation. It’s about community. It’s about everyone having a voice.
There is nothing that pulls people in more than feeling they’re in a conversation. People don’t want to listen to a monologue; they want to be in a conversation. If you can engage them, engage the market in a conversation, then that will do great things for you in terms of pulling people into your Product Launch Formula 3 . We talked about in strategies how conversation is crucial to getting feedback so you can design your product and design your launch with the most effectiveness.
The anticipation is far greater than the actual day. Anticipation can really play into your Product Launch Formula 3. It is very, very powerful. Like I said, we are going to go back and I’m going to show you examples of all of these. I just wanted to run through them really, really quick. I’m going to show you examples of many of these. Later on in the course as we start to walk through entire sequences of launches you are going to see how all this stuff ties together. The common enemy – having a common enemy is one of the greatest ways to pull people together. If you’re trying to create that community or that feeling of community, having a common enemy is really powerful. Also, having a common enemy to sell against is great. If you can create a common enemy, say it’s the IRS or say it’s lawyers, whatever, if you have a common enemy and you’re talking about that common enemy in your sales copy, in your pre-launch material, then that instantly aligns the prospect with you. If you’re going on and on and on about the common enemy being the IRS, well the IRS is the bad guy. It goes from you, someone who’s trying to sell something being the bad guy, to now the IRS being the bad guy and it’s you and the prospect on the same side together.
Proof is slightly different than social proof. It’s a fine line between them, but proof is that you can do something. Social proof is the idea that everyone else is doing something, but proof is just proof that you can do something. It is very, very powerful if you can show proof. 31 Controversy gets people’s attention. There is a saying that all press is good press. I do not believe that. I think there can be bad press, but in general, controversy – and it’s often easy to stir up some controversy or to make it appear that there’s some controversy – and when there’s controversy that is a flash point that gets people’s attention. Commitment and consistency is the idea that someone’s done something before, so they’re going to want to act in accordance with that in the future. If you can set up a situation where they say, “Yes,” to something even fairly small then later on if you ask them to say, “Yes,” to something like buying your product, then it can often be much easier to get them to do that. I’ll show you an example of this. It sounds complicated but it is actually pretty simple. Interaction and conversation, this is huge, and this is what Web 2.0 is all about. It’s about having a conversation. It’s about community. It’s about everyone having a voice.
There is nothing that pulls people in more than feeling they’re in a conversation. People don’t want to listen to a monologue; they want to be in a conversation. If you can engage them, engage the market in a conversation, then that will do great things for you in terms of pulling people into your Product Launch Formula 3 . We talked about in strategies how conversation is crucial to getting feedback so you can design your product and design your launch with the most effectiveness.
