SFR 230: Designing A Launch Campaign...

 

If people are learning about your product for the first time on the day it launches, it's a massive blow to your sales..

 

Launch campaigns are starting to die. 

 

There are a few books out there that’ll teach you how to launch something, but proper campaigns are kinda becoming a thing of the past...  :-(

 

I was talking with Russell about six months ago, I said, “Dude, I feel like the term campaign is starting to die. People are forgetting what it is. They're forgetting the fact that a campaign is NOT setting up a Facebook ad.”

 

• When you set up an ad Facebook calls it a campaign...

• If you set up a YouTube ad they call it a campaign...

 

But you have to think back to before any social media platforms existed…

 

• How did these old-school guys create noise?

• How did they launch and bring a product to the marketplace?

• How did they do that without social media and without the Internet?

 

A: They Created A Campaign. 

 

An ad can be part of a campaign, but it's NOT the campaign as a whole.

 

A campaign is NOT freakin’ Facebook ads. Facebook and Google and YouTube are destroying the term campaign.

 

Old school campaigners and direct response marketers, when social media wasn't around, those were campaigns. 

 

Ads are part of the campaign, but it's NOT the campaign itself!!! (Urrg… Another riff there.)

 

So I want to show you how I design and structure a Launch Campaign in away that’s far more methodical than I think most people realize. 

 

There's a pattern I use whether I have a week or six months to launch…

 

I am a pattern seeker.

 

So I wanna teach you the pattern with an actual launch I did recently.

 

A lot of times, I've found is when someone's product doesn't sell well it's NOT because the funnel wasn't good or the sales message wasn't good or the offer wasn't good. 

 

Sometimes they just didn't accurately create pressure ahead of the launch. 

 

So I want to show YOU how to create that pressure. It's pretty valuable stuff! 

 

THE PROBLEM

 

I've coached a lot of people and helped them design their:

 

• Messaging

• Positioning

• Offer

• Funnel

 

… and here's what happens. 

 

They build the funnel, and then they push the launch button, (even though there's no launch button in ClickFunnels), they press launch... and literally, nothing happens…

 

NOBODY sees it because there’s NO PRESSURE created. 

 

So I wanna teach you how to create pressure ahead of time... A LOT of pressure.

 

You have to understand that a marketer is an event thrower. We build pressure to events whether they’re virtual or not. 

 

There are multiple campaign styles:

• Launch campaigns

• Evergreen campaigns. 

 

Sadly, most people sidestep Launch campaigns and go straight to evergreen.

 

What they'll do is:

1. Turn on the funnel
2. Start driving ads

 

I'm not saying it's wrong, but…

 

There's a lot of cash that you're leaving on table when you go straight to ads. If that's the first time someone's heard about your product, that's a problem. 

 

That should NOT be the case, EVER!

 

It's just like Hollywood…

 

COMING SOON

 

If the first time you heard about a movie was on the day that Hollywood released it, they wouldn't make much money... 

 

Literally, the entire business model of Hollywood is to build insane pressure... lots and lots and lots of pressure for a specific time and date so that people talk about it and mark that date on their calendar.

 

… and it's because of this whole thing about anticipation.

 

Russell (and a lot of other people) have always said that Scarcity and urgency are some of your biggest tools as a marketer, but there's another one…

 

Scarcity and urgency are your biggest tools of a marketer post-launch, but pre-launch, (or before receiving whatever you purchased), your biggest tool as a marketer is anticipation. 

 

So how can you structure and build anticipation to create emotion so that people start telling their friends, and it's so talkable that they literally put the date on their calendar???

 

I swear if you do this, the chances are that you’d make MORE money. 

 

You ready for this, my friend?

 

HERE’S THE SECRET

 

What I do, (and my strategy behind it), is this:

 

• I build a launch campaign for whatever I'm putting out there.

• I launch the campaign

• The day of the launch, all this cash comes in.

• I take all that cash and I dump it into my evergreen campaigns.

 

In my brain they're separate; they're very different roles, but they're both equally important.

 

Evergreen campaigns are gonna include things like:

 

• Facebook ads

• Doing podcast interviews

• Getting on influencer's shows

 

Those are things that are everg...