Launch (Updated & Expanded Edition): How to Sell Almost Anything Online, Build a Business You Love, and Live the Lifeof Your Dreams

by Jeff Walker

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YOUR LIST IS NOT JUST ANOTHER STRATEGY, IT’S THE STRATEGY

The whole idea of the Pre-Prelaunch is to begin to activate your tribe—or start building a tribe if you don’t have one yet. But you’re also doing other important foundational work. You’re testing the market’s level of interest in your product idea. You’re trying to surface potential objections so you can answer them during your Prelaunch. Finally, you’re gathering information to help finalize your product offer. As if that weren’t enough, you’re doing all of this while setting the stage for your Prelaunch Sequence.

Crush objections. Talk about the top two or three objections and answer them. You want to go after your prospects’ big objections to the change or transformation that you’re promising.

PLC #1 was the “why” and PLC #2 was the “what.” Now, in PLC #3, you will start to answer the “how” question.

PLC #3 is about them taking ownership of that future

change.

Of course, the ultimate answer is for them to buy your product or service, and by the end of PLC #3, you will have started to show them that answer.

But first you need to continue to build value.

Here’s the recipe for PLC #3: Express thanks and excitement. Thank your viewers for their comments and questions from PLC #2. Tell them how excited you are and how excited all your viewers are. (And if you did a good job in PLC #1 and #2, then your viewers WILL be getting excited.) Quickly recap the opportunity and your positioning. Don’t assume your prospects remember (or even saw) your first two videos. Briefly describe the opportunity, and remind them who you are and why they should listen to you. Don’t take too long with this—move through it quickly. Possibly present a short case study, if you’ve got one. If you don’t have a case study yet, that’s fine; you’ll have one for your next launch. Answer the top questions you’ve been getting. In other words, you’re going to answer the top objections. Do this even if you’ve already raised and answered those objections in your earlier PLC videos. People raise the same objections in different ways by asking different questions. Go ahead and answer those questions that keep popping up in the comments on your blog. Explain the big view and how to make it happen. This is where you step back and look at what’s really possible. What’s the ultimate transformation or change that your prospect can have in their life if they buy your product? Look at it from all angles, and project that transformation out into their future. Pivot to your offer and create a soft landing. Do this in the last 10 percent of your PLC #3. By now your prospects...

When you do this right, you will build a warm relationship with your prospects, you’ll demonstrate massive authority, and you’ll create all kinds of reciprocity.

You’ll also create a Launch Conversation as your prospects leave comments on your launch pages.

That Launch Conversation will create something of an instant community as people start to read one another’s comments (and even start to converse back and forth).

The way you put together a great Prelaunch Sequence is by delivering massive value to your market. If you focus on only one thing, it should be creating value for all the prospects going through your Launch Sequence.

Teach real content that people can actually use.

In the end, your success and the success of your business are going to be closely tied to the amount of value that you create in the world. Putting together a powerful Prelaunch Sequence is a great way to create a lot of value—and you won’t have to wait long until the payoff. That comes on launch day, when you Open Cart.

and community is something people are incredibly hungry for.

bigger innovations in the PLF world in the last few years is the

what a few extra, unannounced bonuses will do. You don’t have to go crazy; just give more than you promised.

NEXT STEPS AND A FINISHED PRODUCT Of course, you’re going to be recording these classes—and whether you’re doing webinars or live broadcasts, the recording is something that will be built in (and usually happen automatically). If you do five calls and then add a bonus Q&A call, you’ve now created six recordings. And you can get those audio recordings transcribed. Each hour of content will equal about 15 to 20 printed pages, so you’ll have the makings of a book (or PDF or ebook) that’s 90 to 120 pages long. Now you’ve got audio (and probably video) and 90 pages of written content. This is the core of your online course or membership site. Congratulations—you just got paid to create a product! You will also want to focus on getting your new clients some strong results, because they’re going to be great candidates for case studies as you move forward and get ready to launch your product in a bigger way. Creating those case studies is as simple as getting on a video conference and interviewing them about their results. Any case studies you add will further build out your product. So that’s the essence of the Seed Launch—simple, fast, flexible. And it sets the stage for much bigger launches to come in your business. It’s the perfect way to dip your toe in the water; learn how to teach your topic; get to know more about the hopes, dreams, and fears of your target market; and create a great product without much effort.

What to do after seed launch

that evolved into Usenet groups and forums. The bottom line is that the online world is all about connections and conversations, and it always has been.

The way a mastermind works is simple: you get together with a group of like-minded entrepreneurs, and you support one another in growing your businesses. This isn’t a networking group, although there is often some networking that naturally occurs as a by-product of being in the group. It’s all about sharing, brainstorming, and holding one another accountable.