Product Launch Strategy Map and Pdf.
Peek Behind the Curtain at the 7-Step Product Launch Strategy That Sold 394 Online Courses… In Just 2 Weeks!
Watch the video below to discover what the 7 Launch Steps are plus learn how each step was used in a RAPID Implementation case study to prove real solopreneurs like you can do the same:
Click below or here to download the entire Launch Process Map as a PDF reference! It includes:
The actual Product Launch Strategy visualized
Explanations about what pieces of content you need to create as well as where each piece fits inside the launch sequence.
Email templates and breakdowns for each and every email you will create.
How to use simple email automation to get your product launched fast.
Peek Behind the Curtain at the 7-Step Launch Strategy That Sold 394 Online Courses… In Just 2 Weeks!
You can read the transcript on how to build a product launch strategy!
What does a successful product launch strategy look like? I mean, what does it really look like? Because we can all talk about the theory of product launches and we’ve all seen more nice funnel graphics than we can shake a stick at. But what does it really look like in practice in the real world?
That’s exactly what I want to show you in this video. Keep watching to see this entire product launch mindmap that I used for a recent product launch, including every email, every piece of content and every page involved. And you’ll discover the seven strategies I employed to make this product launch successful. But this wasn’t just any kind of product launch.
This was a product launch based on rapid implementation. And you’ll see exactly how much of a difference that makes every step of the way. So I recently launched an online productivity course. And during the launch, three hundred and ninety four people bought this course before I even started creating the product. And in total, four hundred and twenty two people bought the course within one month.
Creating product launch strategy.
Before we get into all of the strategies and the process map, there’s one thing I want you to know about, because I made this launch a bit more interesting and a bit more challenging for myself by giving myself some serious restrictions. See, if you know me, you probably know me as the founder of Thrive Theme’s, where I have a team of about 70 people doing all kinds of amazing work, from developers to testers to support technicians and professional designers. And I even have an entire marketing team.
So if I told you that, yes, me and this small army of amazing people can put together a good product launch, that would really just be me showing off. And if my plan starts with step one, hire 70 people, it’s probably not that applicable. It’s probably not that actionable for you. This is why I decided to launch my course acting as a solar printer. Here’s what that means. First of all, I didn’t launch this course under the Thrive Theme’s brand where I have the most brand recognition and the largest audience. Instead, I launched it under a secondary brand on a blog that I’ve basically treated like a hobby for the last few years, where I have much less brand recognition and a much smaller audience.
Product And Launch Strategy
And more importantly, I did all of the work that went into creating the course and launching the course myself. So every word that was written was written by me. Every video was recorded, edited and published by me. There is not a single piece of work in this entire process that I didn’t do by myself without any help. The reason I did this and the reason I’m telling you this is because I want to be very clear about this. Everything I’m about to show you is something you can do by yourself as a solo producer. You can do this. And also, I spent almost no money in this process and more on that in a bit as well.
So let’s get into it. The very beginning of our process map. It starts with an idea on December 19th. I decide that I’m going to create and launch a productivity course. And I’m thinking that the coming New Year is the perfect opportunity to launch this course because people are gonna be making New Year’s resolutions about wanting to be more productive and generally wanting to do better in the New Year. So that’s the first part of my plan.
Launch Strategy Of Product.
I decide to have a special offer for my online course where people can preorder my online course. And if they ordered it before December thirty first, if they order it in the old year, they get half off on the course as a preorder. And then on January 4th, the actual course content begins. I decided on January 4th simply to give people a few days to sleep off the hangover from the big party. I thought that would give everyone an opportunity to start the New Year fresh with this plan in place. That gives me just about two weeks to pull all of this together.
So let’s get started with the first part of our process map and with a strategy number one, which is rapid implementation to validate your idea right away. On December 19th, I sent out an email to my audience asking people to indicate interest in this e-mail. I basically say, listen, there’s going to be this prelaunch for an upcoming course and I’m going to send out some content, some tips about productivity.
Are you interested in this? If you are, click on this link. Anyone who clicks on this link gets a tag in my email marketing system that says interested in productivity. And it’s as simple as that. If you click that link, you will get these messages. If you don’t, you won’t. So why did I do this? Well, this is rapid implementation in action. So, first of all, I take action right away. I don’t start building stuff and then ask people if they wanted right away. I ask, are you interested? And it gives me an opportunity very early on in the process to get validation or to fail, because it’s only like a dozen people click on that link.
Then right away, that tells me, hold on, I need to go back to the drawing board. Either thing I’m offering is just not a good idea or I’m talking to the wrong audience. And in either case, I’d have to pump the brakes. And before I put any more work into this, go back to the drawing board and figure out how to fix this. And this is how failing early can be really useful, because right here, if I notice basically nobody cares. Nobody clicks on that link. I’m saving a bundle of work compared to building a whole course first and then finding out people don’t want it.
But as it turns out, quite a lot of people clicked on that link. So that gave me a green light to keep going. And that brings us. Strategy, no, to start by building your sales page. Yes, that’s right. The first thing I do before I start building the course is I start creating a sales page. A quick side note here. I have been studying and experimenting with productivity for almost as long as I can remember. So I already have a pile of notes on things I could put in a productivity course. I already have a lot of expertise and knowledge.
I know how to teach productivity, but I haven’t put together an entire course that I haven’t started the work of deciding how do I structure, of course, what goes in the course, how do I design my lessons and so on. So I have the knowledge. It’s not like I’m suddenly going to be like, oh, people want to buy a productivity cause I have no idea how to do that. I guess that’s pretty obvious. But I just wanted to be clear about that. The rapid implementation system kind of assumes that you can deliver the thing that you’re asking people about.
So with that said, I start building a very simple sales page. It explains this is a productivity course. This is a preorder. It starts later. And you can get half off by using this coupon. I start with a very simple and very minimal sales page like this same principle, rapid implementation. Create something and ship it right away and then improve it later. Now, there is a video on this sales patient. That’s the main thing. That’s the main sales message in the beginning. Which brings us into strategy number three, which is the almost zero budget video setup.
This is another aspect where I acted as a solo producer and I didn’t make use of any of the fancy and rather expensive video equipment that I have and that I’m using right now, for example, to record this video. Instead, I used a GoPro and recorded myself on that. In fact, here’s the totality of equipment that I use to create the sales video and all of the videos in this launch sequence. I used a GoPro camera, a small tripod and a regular sized tripod. That’s it. And by the way, the most expensive part of this setup, which is the GoPro camera, wouldn’t even be necessary.
You could film yourself simply using your phone. Unfortunately, for some reason when I record something on my phone, the audio is always out of sync in a way that’s basically impossible to fix. So I can’t use this. So for me, this wasn’t an option. And they used the GoPro instead. I even use the onboard microphone on the GoPro to record my voice. And I recorded everything outdoors in the sunlight. So I didn’t need any lighting setup either. So that’s how I kept my equipment to an absolute minimum. As for the content in this video, I didn’t create a script for this sales video.
I wanted to keep it very simple and ship it rapidly. So I simply wrote down some bullet points about why I’m making this course and what I’m going to teach in this course with the goal outcome of the course is. And I simply talked to the camera as I would talk to a friend in order to get this message across. So I really kept this sales video very simple. This might not be the best way to make a highly effective sales video, but it is much easier to create than a super polished sales video.
And if you’re not used to making sales videos, if you’re new to this, it really takes the pressure off. The result of using such a simple setup and such a simple strategy was that I could create and publish this sales page with the video within one single day. Next up, let’s move on in our process and get to strategy number four, which I call the lean sales page at this point in our strategy. Everyone who indicated interest in productivity gets an email explaining that I’m launching this course and that there is a 50 percent off preorder offer until December thirty first.
This e-mail comes just a couple of days after my initial email asking people to indicate interest. So people tell me, yes, I’m interested in this. And very shortly after the email comes and says, here’s the thing I told you about just before. At this point, people can already buy my course. So they’re sent from the email to the sales page and there they have an opportunity to make a purchase. This is another example of rapid implementation. And it is the second stage of validation. So in the first stage, I validated the idea and I validated that people have an interest in this.
And the second stage in validating whether people are actually willing to pay money for it, because there’s a difference between being interested in productivity and being willing to pay for a productivity course. At this point, my sales page, as I’ve shown you, is very minimal. And the idea is that I’m going to gradually improve this sales page over time. Once again, the rapid approach is that instead of creating a big thing and putting it out there and seeing what happens, I’m creating a simple thing, putting it out there quickly and then improving it over time based on feedback.
Now, in this case, a lot of people who will see that sales page will have some questions and they’ll reply to my email asking, here’s my situation. Will this work for me or do you cover this thing in your course? And these kinds of messages helped me create a better sales page and also inform me about what kinds of things I should be teaching in the course. So this is what the lean sales page is about.
You start with something really simple. You wait for feedback. You listen to that feedback and you start improving your sales page based on that. This is such a useful approach that our next strategy goes into this as well. Strategy number five is what I call the three winds on our process map, here’s a really important step. When someone buys the course right now, let’s think about what happens next. So someone just given me some money, but it’s a preorder so the thing doesn’t exist.
Now, I want to make sure that this is a good purchase experience. I don’t want to just send people to, like, a generic Thank you for your money now or Just wait Kind of…….