Tweet

The Startling Secret of Eight-Figure Product Launches That Jeff Walker Never Taught You (Yes, It's Not Found in PLF2)!

Written by: Michael Reining

Article Overview: 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? 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.

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

which is,

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?

Related Articles
  Turning Bald Into a Business: Walker Launches Her Beauty Line
  Lesson #3: Do Not Accept a Crisis, Act on It
  Lesson #5: Make Perseverance Your Motto
  Lesson #1: It Is Never To Late To Get Your Start
  From Menial Worker to Millionaire: How Walker Achieved Success

Article Tags: 1m, cf, finish line, frank kern, joint venture partners, jv, marketing power, mass control, miracle cure, mp, next level, principle, product launch, product launches, rocket fuel, stompernet



Related Forum Posts
Victoria's Secret - Too Sexy? - This will be upsetting for some men. I just heard a report about Victoria's Secret and it was interesting. Their sales were down drastically in the 4th quarter of 2007 and the report was about how they are thinking the company has gotten too far away from the heritage that made it the blockbuster company it is. They are thinking the ads etc have become too sexy and the plan (at the moment) is to make the ads more sophisticated. That would be like the Super Bowl commercial which was very tasteful, but very different from any Victoria's Secret I've seen lately. Who do you all think the current sexy ads are targeting? I think its the men that they hope will buy these items for their female significant others. I hate to give Omarosa any kudos - but most women aren't "sold" on an item by an ad of a near naked sexy woman. Shri
Suggestion - How about profiling Debbie Fields of Mrs. Fields Cookies or Madame Walker? Both seem like they would have valuable lessons to offer other women entrepreneurs.
New Women Entrepreneurs to Profile - Thanks Mikki! We've got Madam C.J. Walker on the list as well as Anita Roddick (The Body Shop), Mary Kay Ash, and Ruth Handler (Mattel). I'm not too familiar with the Debbie Fields story - what do you know about it? Sheldon, Are you connected with these two companies? What can you tell me about them?
Re: Success - I study success intently, and would like to share: Here's two excellent and nearly identical success-formulas from a couple of the world's masters. FIRST FORMULA: 1. Passionate Desire 2. Clear, Definite Purpose 3. Committed Decision 4. Take Action In Faith (Bonus Secret Sauce: 5. Repeat Consistently) I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it. Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula. SECOND FORMULA: 1. Passionate Desire 2. Understand It Is Already Done (Faith) 3. Relax & Allow It To Unfold (Go about your life calmly) This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret). Hope that helps!
Re: The Top 50 Social Entrepreneur Blogs To Watch In 2009 - I recently done my MBA and now days I want to do some online Microsoft certifications and I Found this online notes is a best helping source to get online accurate information which is more helpful for my preparation.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Paint A Word Picture - Excite Your Customer

Civility in the Workplace---Is it Decreasing?

What I Really Want Is...

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.