The Startling Secret of Eight-Figure Product Launches That Jeff Walker Never Taught You (Yes, It's Not Found in PLF2)!
What makes a product launch mega-successful? Not just a $1M launch, but a launch in the vein of StomperNet and Mass Control. Everyone else makes $1M but Mass Control makes $23M. What makes all other launches seem so small in comparison to Mass Control?
Obviously, many Joint Venture Partners (JV's) were involved and the whole world was promoting it, but there is another reason why everyone promoted it. I had an epiphany recently about the secret behind a launch that makes $10M and above; I'm talking about the eight-figure product launch. I would almost bet that if Frank Kern had called Mass Control "Email Marketing Power" or something, it might not have done as well as it did.
Using Product Launch Formula –using the tactics and implementing the strategies – you can easily get a million dollar launch. If you want to take it to the next level, if you want an 8-figure launch, there must be more to it than the product launch formula. I came up with a principle I believe all 8-figure product launches have in common, although so far very few product launches have hit that mark. I call it the Magic Position.
The Magic Position
Yes, it's about positioning. Most people already know that you need proper positioning for your products. But, this is different: it's magic positioning. It is the rocket fuel to your product launch, and it's crucial that you establish your magic position before you do anything else.
The magic position principle is to position your product to start as close to the finish line as close as you can. You have 100% control over your positioning –you can choose to position as far from the finish line as possible, or you can position it at the finish line itself.
What is the finish line? It's the Sale. How do you make a product as Surefire a sale as you can? I believe it involves 2 things, and it's inspired by Frank Kern's formulas and Mass Control in terms of presentation.
MC + CF = MP
Miracle Cure + Cool Factor = Magic Position
What exactly are these things? Your Miracle Cure is your Unique Selling Proposition (USP), and your Cool Factor is your Unique Emotional Proposition (UEP).
The multimillion-dollar question: what makes a person want to buy your product?
What causes a sale? There are 2 basic factors in play.
* Firstly, a consumer in the marketplace is asking about your USP, "Which product will benefit me most?"
* Second, they're asking, "Which product will make me feel good as it benefits me?" 'Feeling good' in this context means that they are thinking, "I have a significance which gives me the edge over every other person who didn't buy the product."
This, in essence, is Mass Control. You can have a standard USP –an amazing benefit that will rock your customers' socks off and make them feel good, or you can have a UEP for your product that makes your customer feel good using it. When you have both of these in play, the benefit and emotion/coolness, you will get a magic position. You can have either, a very unique USP or a very unique UEP. Doing both, however, is slightly overkill.
The "Miracle Cure"
This is as close to a magic bullet as you can get. Frank Kern says, for example, that for the Internet marketing crowd, a magic bullet is as close to, "When you press this button, money will fly out" as you can get. But, how do you determine the miracle cure?
Bert Goldman remedies this with the golden ladder technique. He says, be first in the prospect's mind for a particular category. If you're not number one in something, create something to be number 1 in. You need to know the dominant emotion of the market, and from there, devise a miracle cure that is directly attached to the needs of the market.
The "Cool Factor"
Your product should address the needs of the market in a cool way. Cool means 'strange in a good way', not just strange for the sake of being strange. It means different –but not too different. These are branding principles in play.
The designer market is one of the most booming industries. You could make high-end matchsticks, for example, and people would pay three times the price. Why? Because they feel it gives them an edge over everyone else.
If your product has a USP that makes it stand out and a really good UEP, you need to make sure it sounds cool but still believable. You must get your positioning right because if you mess it up, people won't even realize how great your product is, and such an opportunity is wasted. Even in ready and willing market, if your product is compelling you can get a lot more people interested.
It's hard to have a really good USP in Internet marketing because most physical benefits are now mostly commonplace. There are still a few unexploited niches; for example, Pipeline Profits did very well because it was about co-registration. They got their millions because their USP was the first of its kind in the market. Their UEP was 'two average guys bumbling around and getting it right'.
On the other hand, Mass Control's miracle cure was email marketing. It's a good miracle cure, but PLF has taught it before, so Frank Kern decided to add some personality and talk about Mass Control to control people's minds, and how unethical it can be, if exploited.
Remember that the Magic Position isn't the be-all and end-all of your product. It is the best first step of the product launch, propelling you to make more money than you otherwise would make. People will want to buy your product, right from the start –that's the power of the Magic position.
What is your product's USP? What is its UEP? How can you apply the Magic Position principle to your product?