I’ve been back a day now from the three-day
Product Launch Formula (PLF) event in Phoenix.
I have to confess that the first
day back was dedicated to just catching up on sleep and getting over the jet
lag, with a quick sweep through my inbox.
So today is really my first opportunity to
reflect and examine what I actually learned.
Some of the information shared wasn’t new to
me, but it never hurts to have the messages
repeated. Here are some of the pointers from the event.
1. Know your audience
Much time was spent digging deep and
accurately identifying who your target audience is – or your avatar - and their
biggest source of pain. As Jeff Walker
pointed out, you need to know and understand this before you can work on your
“uber-promise” as getting your offer right is critical.
You also need to know and understand your
why. Why are you doing what you are
doing? What is your motivation? What
does success look like to you?
2. Be clear on the
transformation and end result
Really it is more about the transformation
you will create for your customer rather than the actual stuff you will provide
that is important. It’s about looking at what will be the end result after
purchasing your product or service.
3. Build the relationship
The actual launch is broken down into
sections – the pre-launch component is when you are building your list,
providing useful content and building a relationship and trust with your
potential customer.
4. Share your story
One way to establish a rapport with your
audience is to share your story so that they can see you’ve been there and
understand their challenges.
5. Tackle potential
objections head on
Part of your process in developing your
material is to think about and tackle any objections they may have against
making the purchase. In other words,
deal with the elephant in the room.
Where possible, use external proof to counter the objections.
6. Develop sales
videos
While it doesn’t have to be video, it could
be webinars, podcasts, videos give your audience a chance to see you in action.
Don’t make the pitch in the first video, this is more about setting the
stage.
It is in the second video that you can start
to talk more about the offer, what it entails, any bonuses and a call to action
to make the purchase. Have a deadline
and stick to it.
7. Bonus bundles
In order to entice people to sign up and use
your products and/or services, it is recommended that you come up with some
extra bonuses that can be awarded when someone signs on. Now it doesn’t always have to be something
you’ve done yourself, it could be that you partner up with someone else. In fact lining up joint venture partners
makes sense and can really work in your favour. Just remember it is reciprocal, so you have to
be prepared to do your part too.
It was fascinating to hear from different
entrepreneurs who’d used Jeff’s winning formula and some had an instant success
on their hands. Kudos to them for taking
the plunge and investing the time, because this does take time, thought and
planning.
It was a busy three days, with great speakers
and the people attending were from all over the world, which is always fun as
you learn what works and what doesn’t in other countries.
What was my highlight? There were a couple. The first was seeing the video about the
school in Kenya that was built through World Teacher Aid and sponsored by the
PLF group last year, and the second was meeting Jennie.
Funnily enough the day before leaving for
Phoenix, I had said at our Oakville breakfast meeting that one way I recruit
new members is through attending conferences and I joked that whoever sits next
to me, joins. Well I didn’t lie –
Jennie, who is from Toronto, is now one of our newest members in Company of
WomenJ
No comments:
Post a Comment