The success of a launch comes down to planning and focus.
If you focus on the right things, you can sell more during a one or two-week period than you do in an entire six-month period of normal business.
I estimate I’ve planned and executed fifty to sixty information product launches in the past seven years. Some of these have bombed. Some have done quite well, even reaching $10 million to $20 million in sales.
Today, I use the seven steps below to make sure we stack the odds in our favor and produce the best results possible with what we can control.
Use these seven steps and your launch results will improve.
Step 1: Use Google’s Goal-Setting System to Get Clear on What You Want
Google sells $100 billion worth of ads and technology products per year – they seem to know something about setting, and achieving, goals.
Since early on, they’ve used a system called Objectives and Key Results, or OKRs.
I like this system because it combines the fuzzy, subjective side of goal setting with the concrete, objective side.
In short, the Objective is what you’re after. For a launch, it may be, “to sell as much of my information product as possible while producing a great profit and great customer experience.”
Don’t be too worried about typical “SMART” goal criteria with your objective – that’s the beauty. Just write down the big thing you’re after in plain language.
Then, use 3-5 Key Results to get specific and measurable.
Key Results typically start with the statement, “as measured by” once you’ve clarified the Objective.
Here’s an example using the Objective above for my fictional launch:
Binghamton Objective: To sell as much of my information product as possible while producing a great profit and great customer experience.As measured by:
Use this framework to get clear on what you want from your launch (Objective) and how you know if you’ll achieved it (Key Results).
Step 2: Find the Hook
I think of the marketing “hook” as the core message you’re going to use to connect with your target audience to get them to buy.
While others may disagree, to me, it’s not a jingle or a short, memorable phrase – it’s the core
To figure this out, there’s a three-step process I use which culminates in a
- – Who is the target audience?
Write down everything you know about them. What’s their financial situation? Where do they live? What kind of job or business do they have? Do they have kids? Are they typically male or female? Do they have kids? How old are they? What are their fears? What are their likes and dislikes? Do the best job you can and write down as many characteristics about them as possible.
- – What are the features of the product?
Write down every feature of the product you’re selling. What’s the format? What’s included? What’s the price?
How is it delivered? Keep going until you’ve covered every feature you can think of.
- – What feature will the target audience most likely buy because of?
Based on everything you know about the target audience and all the features of your product, which one feature
are they most interested in? Pick the one they will BUY because of.
Once you have this, you’re ready to write your first headline.
Write a headline that focuses on that one core feature. Use that to hook people in.
Later you can talk about all the other features. To start, focus on the one most likely to drive sales.
Step 3: Create an Irresistible Offer
Your offer includes:
To make your launch a massive success, you need to use all three of these.
For your product’s price, how can you make your price as compelling as possible? Can you break it down into payments? Can you compare it to other, way more expensive products that don’t deliver anywhere near the value your product does?
To start, try offering a 1-pay option and a 4- or 6-pay option. We typically charge
a 10% premium or so on the multi-pay option to encourage people to pay
For your guarantee, how can you reduce all possible risk for your customers? To start, write down all the risks they’re taking on by giving your product a try.
First, there’s the financial risk. What if the product doesn’t work and they’ve wasted money with you?
Second, there’s the time risk. What if the product doesn’t work and they’ve wasted time with you?
Third, there’s the opportunity risk. They could have been doing something else with their time than spending it trying out your product.
Anything else? Write it down.
Then, try to come up with a guarantee that eliminates it.
Offer a money-back guarantee. Offer a better than money-back guarantee to compensate them for their time and opportunity cost. Offer a results guarantee that covers all three major risks.
Lastly, add in bonuses. What are the major pain points of your product that you can address by throwing in one or more bonuses?
A template? A checklist? Free software? A training course from another person
Ideally, your bonuses are so valuable, your customer almost thinks they’re getting your product
Step 4: Map Out the Sales Funnel
Next, plan out each step of the sales funnel.
What’s the experience going to be from the first ad or email to the first page all the way through what happens after they’ve bought your product?
Write down every page, every step in the process.
Here’s a typical sales funnel for us:
- Landing page (register)
- Content video 1
- Content video 2
- Content video 3
- Sales video
- Webinar registration
- Live webinar
- Order form
- Post-purchase thank you page
This gets you clear on what copy you need to write, the pages you need to get designed and coded, and the pages you need to test before going live.
Step 5: Plan the Traffic
To hit your launch goal, you need to know how much traffic you need well before
It’s hard to make up for low traffic in the middle of a launch.
Before you start your launch, estimate the conversion rate of your sales funnel to calculate how much traffic you need.
For example, if your goal is $500,000 in sales and your product sells for $1,000, then you need 500 sales. If your sales funnel converts at 2%, then you need 25,000 visitors.
Next, figure out where that traffic is going to come from and how much will come
from each source.
Typical traffic sources for us include:
- Internal email list
- Ads (Facebook, Instagram, YouTube,
- Social media posting
- Website properties we own
Shoot for 30-50% more traffic than what you need in case one source comes up short.
Step 6: Write the Copy
Once you’ve done the five steps before this, writing your copy is much easier.
You already know your audience, your product’s features, your main headline, the price, the guarantee, the bonuses, the sales funnel, and where traffic will come from.
Now it’s just a matter of filling in the blanks in your sales funnel with the necessary copy.
throughout your copy, especially your sales video:
- Grab attention (don’t be boring, you need to stand out to
- Address the problem (the pain point your target audience
is feeling that your product solves)
- Talk about the solution (your product and how it solves the problem)
- Features (of your product)
- Benefits (of your product)
- Credibility (why they should trust you)
- Proof (how they can be sure this will work for them)
- Offer (price, guarantee, bonuses)
- Scarcity (why they need to buy now)
- Call to action (how to sign up)
- Reminder (recap all of the above)
- Warning (what happens if they wait to sign up)
Step 7: Test and Execute
If you’ve done all of the above, your in a good spot to pull of a successful launch.
You just need to make sure everything works as planned.
Regardless of how many people are on your team, I recommend you check everything. In a launch, you’re compressing sometimes six months worth of revenue into a week or two. It’s worth your time to make sure everything is 100% ready to go
Here are a few items you need to review before going live – you should add your own items in addition to this list:
- Are all pages live on the correct URLs?
- Do pages work on both desktop and mobile?
- Do pages work on all major internet browsers?
- What happens when you shrink and expand the pages in
your browser? Do they resize correctly?
- Do pages have good Facebook Open Graph tags so they
make sense when shared?
- Do pages have good meta titles and descriptions?
- Are countdown timers correct (double-check time zones)?
- Are the videos correct and free of errors?
- Do the videos autoplay (if that’s what you want)?
- Are their subtitles on the videos (optional)?
- Are emails being captured and added to the correct email
- Are emails correct and free of errors? Are they being sent to
- Is the payment processor setup correctly? Do you actually
capture money from customers and does that money make
it into your account?
- Have you tested all payment processors offered (e.g., credit
card, PayPal, and any others)?
- Are affiliate links tracking correctly? Do they track clicks,
opt-ins, and sales?
Once all this – and anything else you add – is good to go, you’re ready to launch!
Once you’re live and getting traffic, keep spot-checking the above items each day.
During a launch, pages get updated frequently and I’ve seen every possible issue you could imagine happen at exactly the wrong time. So keep checking, keep testing, keep reviewing all the way until doors close.
Pulling off a big information product launch requires a good product and good timing.
However, aside from creating a good product, you can stack the odds in your favor by following the seven steps outlined in this post:
- Use Google’s Goal-Setting System to Get Clear
on What You Want
- Find the Hook
- Create an Irresistible Offer
- Map Out the Sales Funnel
- Plan the Traffic
- Write the Copy
- Test and Execute
Use these steps to create a better launch with better results and change more lives with your product.
I’d even like to help you make that impact.
Soon, I’m going to pick 5 people to do a FREE full launch analysis and review. One of them could
be you 🙂
I’ve personally planned, executed, and analyzed over $100 million in launches of online information products. I’ve written the copy, planned the launches, and, a lot of the times, even run the ads.
Now I want to see if I can help you make more sales with your information product.