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3 Steps To A Successful Product Launch Without A Large Email List

By  Sam Peiffer

In this podcast episode I show you my exact 3 step process that I use to launch a product successfully every single time in less than 30 days.

This episode is more like a case study because I talk a lot about a recent launch that made me 5.5k in only 7 days although I had no prior email list.

So in this case study I started from scratch and when the time for the launch came I had around 89 leads on my email list.

Read Full Transcript

Welcome to the Marketer Society Podcast. In this episode I show you three steps that I used for a successful product launch without having an email list. And to be really specific, this is kind of like a case study. I did a blog post that I link in the show notes that's walking you through the exact steps with screenshots and the case study material that I provide you for you to model this product launch.

If you want to do the same, make sure you listen to this episode, and after that, read the whole blog post because it's constantly getting updated. And this strategy made one of my launches very successful with only 89 subscribers on my email list. So I started from scratch, used this technique, and in let's say 14 to 30 days, around there, I built this little list and it made me more than 5,000 euro, which is really insane, because 2,200 or so is a recurring revenue from payment plans.

If you model these steps, you can do the same. Because I didn't use my big email list and started from scratch. And not only that, but I show you as well my other product launches where I do like after the launch and promotion of my product. So it's more of an evergreen type of promotion, how I do 1,800 euro a day. So this is a really big one. Don't miss the blog post, and listen to this episode of the podcast until the end. Share it with your friends if you want to or if you have a friend who wants to launch a new product. Make sure you do that.

So the first thing to do is a really simple, the first thing to do is deciding on your strategy. So what exactly is a product launch? A product launch is just your idea of a product. You create the product and then you launch it. That's what most people do. And then it fails, because they created the product and didn't have the customer Avatar in their mind. And that's the biggest, biggest mistake that you can do when you launch your product.

So to counter that, I have a blueprint. It's a three-step strategy that I use every time and it works every single time. It's not the typical product launch that most Internet marketers do where they have four content pieces and then, say it's a video, so minus a general step by step thing that you can do to replicate that model. This whole thing is this whole thing is a three-step process. So the first step is your research and your setting up phase.

So this phase contains who's your dream client and find out exactly what he wants. This can take anywhere from seven days to ten days. Really makes sure that you have an exact clear picture of who you are going to serve. That's the most important thing. Then before you even think about selling your product, you need to do what I call the weight list strategy, the waiting list strategy. So some people tell you that you have to do like creating an ebook and then you have to build your email list by pitching people your 10-page PDF for something. That's bullshit. That worked 10 years ago. It doesn't work today. You can get leads for this but if your PDF is crappy, man, you're missing out on so much money because all the people that sign up for this free PDF, they're excited about getting something. And then usually 99% of those things are crap, useless information.

If you think about it, when you download a useless information, or a useless product, what happens at the end? Nothing. You didn't buy. And that's the reason why we do something called the waiting list. So you tell people exactly that you created a product and they can sign up for the waiting list and as soon as you launch the product or a free workshop, then they get notified. And that's the best way because it's kind of like the Kickstarter strategy. People pay lots of money to projects that aren't even created yet. And then when they launch, they get the product. Kickstarter is another big kind of beast because they actually make people pay upfront and then they create the product which is one level further. So the barrier of entry is a little bit harder.

But we want as many people as possible taking out their email addresses, putting them in and lining up for your product launch. And that's the thing. So on the waiting list, they sign up for a free workshop waiting list. And as soon as the workshop launces they get an email and you have their email contact and everything. And then once you have enough leads on your list, you can launch. So for me it's like when it hits a hundred leads, it's okay to launch because with this strategy it's very targeted. And this, these small emails are very engaging. So people say, "Okay, I'm interested in this kind of workshop." If it's a hundred then you make a couple of sales. I made 18 sales out of these 89 people and it's 500 euro per product, around $600. Yeah, it's a good amount of money because the work I did up front was not quite as high.

So that's the waiting list strategy and it's part one of this three-step process. So the next part is what I call the pre product launch phase. And here you have to do something very cool and it's something that's invented an old-school marketer. I think he's even dead or so, I don't know. This is a three-step process again, but it's on a content level. So the now it's more of a three step plus a bonus step and I start with the bonus step. The bonus step is you create a piece of content that has a hole in it. Let's say I want to launch a product about product creation, let's say, or let's say I want to teach someone how to build muscle. The first step is if I want people to build muscle, the first thing they need to do is make them interested in something.

So they need to raise curiosity, they need to be going to our blog or something. So we create a piece of content that attracts our customer that we want. And this could be anything really. It could be a blog post, it could be a video, doesn't matter. It's just something for free, no pitch in it, nothing. And people teach in, let's say, a product launch formula or something because they don't even know about this strategy because it's the first time I actually discovered this myself. So when I do a content piece, make sure it's on topic, but it has a hole, so you teach something very valuable but you leave out something or create the problem you created. People don't even know that they have this problem. So when you do like, let's say, losing weight, then you teach people actually how to lose weight and say, "Okay, but the problem is after you lose weight, how can you maintain that weight?"

So you created the problem for them and then starts your three pieces of content, sideways sales letter kind of stuff because you attracted many people to this. You can run even paid ads to this piece of content and you give them the opportunity to sign up for the waiting list with this piece of conduct. And then when they joined the list and you are preparing your prelaunch phase, other people who saw this first piece of content, you run them through a three-step process we just called the problem, agitate, solve kind of thing. I don't know exactly what it's called, but I use then three pieces of content, like videos or blog posts where in the first blog post or video, I go specifically into detail about the problem that they face.

So how to maintain the weight so they don't get fat again. That's the thing. In the next piece of content, I agitate it. So I am, so I'm putting salt in the wounds and say, "Okay, and if you can't maintain the weight, you get fat again and everything." And I make it even worse than it actually is. And then in the next piece of content, so it's the third, third part of this sideways sales sort of thing, is I present the solution for them. And the solution is owning your product. That's it. It's owning your product. How does it feel when they actually receive the product and the transformation they have and the results they get when they sign up for your product. And then you say, "Okay, in the next video or piece of content, I'm giving you the opportunity to work with me directly, or to sign up for the class or the event or something," whatever or you're pitching.

And then in the last step, it's your sales page. So the last phase out of these three big phases is your sales page. And there are a couple of tweaks that you can use to make a sales page very great. But the most important thing is that you have a really strong copy. So what I like to do in my sales videos, I use a five-step script. That's it, five steps. I follow these five steps every time and it works everywhere. So it's basically a five-step copywriting hack and I learned this from Anik Singal the first time and perfected it for myself, for my needs and for my strategies. And these five steps are really, really essential and easy. So if I want to do a five-minute video or so I can do this, I can do even a two-minute video, but I can also do a webinar of 90 minutes or so with the exact same steps.

So the steps are as follows, you hook the listener, the reader, or the watcher into the video or your piece of content. And then you're going to present your story of how you discovered what you're going to present them. So your solution, if they want to lose weight, how you discovered your process of losing weight. What was your aha moment in that time. And after you did this, they have the connection to you and then you present some content steps, like three steps to losing weight faster. This builds authority. That's one of the mental triggers. Everybody's talking about it, to convince people to do something or to influence people taking action. And then love you, they trust you, they think you know what you're talking about. Then it's kind of weird if you ask, "Hey, give me money," so a good transition in this place is very essential.

What I like to do is just saying, "Okay, obviously this video can't be two hours long," or "This blog post can be 50,000 words," or "I can present any longer on this workshop because time is limited. I said it's only one hour and I can only fit so much content in one hour. So for those of you who are interested, is it okay if I share with you this program?" or "I prepared a program for you that's teaching you exactly how to do X, Y, and Z." Then, it's totally okay for them. So you just need to make sure that people know why you're pitching them your product so they don't get offended. And after this you just pitch your product as if there's no tomorrow.

So do every tactic you know about pitching your product and focus on the benefit and the meaning behind the benefit. Because people always think, "Hey, what's in it for me?" And you have to address it in your pitch. So what do people get out of your product if they buy it? And that's it. That's your whole sales page if you want to use it. And if you want detailed screenshots and the whole experience of the blog post, I link it to you in the show notes and then you can read through the whole thing and you can come back again and see how the strategies applies to you. Use it kind of like a lexicon or so or a blueprint that you can follow every time you make a new product launch.

Yeah, bookmark this page because it's important that you go back again. Because it's a really complicated process if you're just starting out. So, yeah, have fun. It's for free and that's it for this episode. And if you want to join the waiting list about launching, creating and selling your product online then sign up for the waiting list I just created. A workshop that's showing you exactly that and, see, I practice what I preach and that's the reason why you should listen to these podcasts, reading these blogs, et cetera. And yeah, that's it for today. See you in a couple of days.

About the author

I'm the author of the Ecom Black Book. My passion is to help you make money by building a successful online business. In my free time, I share my valuable insights on my podcast and on YouTube.

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