Kevin Rogers & Chris Haddad: Launch Strategies That Work Like Crazy

When you’re ready to “launch” your product or service, you can’t do better than to take some tips from these two smokin’ “insider” copywriters.

We’ve worked with both Kevin Rogers and Chris Haddad and can vouch them for without hesitation.

They are notorious for building (from the ground up) every written detail of a well-performed launch… so the whole process is smooth as silk, and successful as possible. If you need to get into launches, or have botched one before, this session will change your life.

We can personally vouch for how massively-awesome the results of a well-handled launch can be. It’s worth your time to be up speed on this strategy as well as Brian Johnson’s “evergreen” model.

Advantages of doing a launch:

1. Build email list quickly – Kevin got 25,000 leads during one launch

2. Cash Infusion – not always true

3. Fame and positioning in your niche

Easier in non-IM niches.

Why Launches suck:

1. Ton of work
2. Certain niches are “launched out”.
3. A launch is not a business.

It is a good way to get into a new niche or take your business to a new level. Not a good business model, though

9:30 Hard Won Secrets of Killer Launches:

Law #1: Killer idea beats great marketing A launchable idea is driven by the needs of the market. Don’t fall in love with your idea. Do the research and testing to determine if your idea is viable and something people in your niche want. Find a gap in your market and fill that gap.

Law #2: A launch is a story. Story needs a hero. Either you or your product. Conflict is at the heart of a story. Tell the story behind a launch.

2 Key stories to million dollar launches:

Personal story: I’m just like you. This is a large component of most successful launches. Don’t think your story is boring. It doesn’t have to be your story, it can be someone else’s.

Meta Story: Recency component that doesn’t exist in most evergreen letters. What is the big story going on in your niche right now. You can use social elements to bring something new into an existing market. Kevin: said for a weight loss product that people are posting photos on FB, whether you like it or not.

Law #3: Everything leads toward the sale. The fact that you are selling something shouldn’t be a surprise. By the second or third piece of pre-launch content you should be seeding the idea that something is going to be sold. Otherwise you end up with a list of tire kickers and alienate your prospects.

29:00 Chris details his pre-launch strategy for introducing the idea of a sale coming up.

Pre-Launch Content should:

• Teach the big idea of your launch
• Prove your big idea
• Bond you with your audience
• Create rabid desire

Content can be PDF, video, software. People need a lot of visual stimulation.

32:25 Chris gives a specific example of pre-launch content for a recent launch selling how to make money investing in student housing.

Danger: Too much “how” can kill your launch. People will get bogged down in the content that they aren’t ready to buy the product. Info must be useful but incomplete. Concentrate on “what” and “why” but not the “how”.

35:41 Law #4: Prove everything – There is so much hyperbole that no one believes anything. Everyting is over the top. You can’t just match it. You have to be honest and back up what you say.

No one has any reason to believe you. You have to prove both that the method works and that the average person can succeed with it.

Tyes of proof:

• Social Proof (Testimonials)
• Personal Proof – Your experience
• Proof of demonstration – Show them it works. Live demos are best.
• Proof of Giants – Show that the big boys are using your methods. Very powerful.

42:20 Law #5: If your offer sucks, your launch will die

Can test an offer before a launch with an internal launch (launch to your own list) which will give you metrics and feedback. You can also survey your list to see who might be interested.

Chris says to keep refining the offer during the launch process based on questions and feedback.

During the launch process you should be both creating buzz and getting feedback.

A high-converting launch offer is lean but complete.

Don’t tell them that there is a ton of product becasue people will be overwhelmed. They want stuff done for them. That they will get rich just buying the product.

Great launch offers have

Specific results. How to pick up chicks on facebook vs how to become the ultimate aan. You want to carve out a unique niche that doesn’t conflict with the stuff your JV partners are already promoting.

Give people what they want, not what they need.

Access is the new Thud factor. Should be a lot of access or perceived access to the guru behind the offer.

Too much stuff scares people away

Stuff that works as a part of the actual offer:

• Step by step templates
• Cheat sheets (cliff notes for success)
• Swipe files (copy me)
• “Done for you” services

53:02 Action Steps:

1. Research your market:

• Get and read the sales copy for every product that has been released in your market for the past 6 months.
• What are the big “news stories” in your market? (use google alerts)
• What “gap” is there in products or where is the new mechanism or technology you can attach to? What angle is there? You should be very niche when you first start and then can broaden your offerings.

2. Discover your “Big Idea”

• What can you offer that is complementary to what the big dogs in your market are doing? (They are your JVs)
• What’s unique about your angle?
• If you are not already a big dog, creating specialized products is a great way to break in.

3. Create your launch plan

• Mindmap with every piece of pre-launch content
• Ask: How does everything you’re teaching move them closer to the sale?
• Be prepared to be agile during the actual launch (stuff happens)

Advantages of doing a launch:

1. Build email list quickly – Kevin got 25,000 leads during one launch

2. Cash Infusion – not always true

3. Fame and positioning in your niche

Easier in non-IM niches.

Why Launches suck:

1. Ton of work
2. Certain niches are “launched out”.
3. A launch is not a business.

It is a good way to get into a new niche or take your business to a new level. Not a good business model, though

9:30 Hard Won Secrets of Killer Launches:

Law #1: Killer idea beats great marketing A launchable idea is driven by the needs of the market. Don’t fall in love with your idea. Do the research and testing to determine if your idea is viable and something people in your niche want. Find a gap in your market and fill that gap.

Law #2: A launch is a story. Story needs a hero. Either you or your product. Conflict is at the heart of a story. Tell the story behind a launch.

2 Key stories to million dollar launches:

Personal story: I’m just like you. This is a large component of most successful launches. Don’t think your story is boring. It doesn’t have to be your story, it can be someone else’s.

Meta Story: Recency component that doesn’t exist in most evergreen letters. What is the big story going on in your niche right now. You can use social elements to bring something new into an existing market. Kevin: said for a weight loss product that people are posting photos on FB, whether you like it or not.

Law #3: Everything leads toward the sale. The fact that you are selling something shouldn’t be a surprise. By the second or third piece of pre-launch content you should be seeding the idea that something is going to be sold. Otherwise you end up with a list of tire kickers and alienate your prospects.

29:00 Chris details his pre-launch strategy for introducing the idea of a sale coming up.

Pre-Launch Content should:

• Teach the big idea of your launch
• Prove your big idea
• Bond you with your audience
• Create rabid desire

Content can be PDF, video, software. People need a lot of visual stimulation.

32:25 Chris gives a specific example of pre-launch content for a recent launch selling how to make money investing in student housing.

Danger: Too much “how” can kill your launch. People will get bogged down in the content that they aren’t ready to buy the product. Info must be useful but incomplete. Concentrate on “what” and “why” but not the “how”.

35:41 Law #4: Prove everything – There is so much hyperbole that no one believes anything. Everyting is over the top. You can’t just match it. You have to be honest and back up what you say.

No one has any reason to believe you. You have to prove both that the method works and that the average person can succeed with it.

Tyes of proof:

• Social Proof (Testimonials)
• Personal Proof – Your experience
• Proof of demonstration – Show them it works. Live demos are best.
• Proof of Giants – Show that the big boys are using your methods. Very powerful.

42:20 Law #5: If your offer sucks, your launch will die

Can test an offer before a launch with an internal launch (launch to your own list) which will give you metrics and feedback. You can also survey your list to see who might be interested.

Chris says to keep refining the offer during the launch process based on questions and feedback.

During the launch process you should be both creating buzz and getting feedback.

A high-converting launch offer is lean but complete.

Don’t tell them that there is a ton of product becasue people will be overwhelmed. They want stuff done for them. That they will get rich just buying the product.

Great launch offers have

Specific results. How to pick up chicks on facebook vs how to become the ultimate aan. You want to carve out a unique niche that doesn’t conflict with the stuff your JV partners are already promoting.

Give people what they want, not what they need.

Access is the new Thud factor. Should be a lot of access or perceived access to the guru behind the offer.

Too much stuff scares people away

Stuff that works as a part of the actual offer:

• Step by step templates
• Cheat sheets (cliff notes for success)
• Swipe files (copy me)
• “Done for you” services

53:02 Action Steps:

1. Research your market:

• Get and read the sales copy for every product that has been released in your market for the past 6 months.
• What are the big “news stories” in your market? (use google alerts)
• What “gap” is there in products or where is the new mechanism or technology you can attach to? What angle is there? You should be very niche when you first start and then can broaden your offerings.

2. Discover your “Big Idea”

• What can you offer that is complementary to what the big dogs in your market are doing? (They are your JVs)
• What’s unique about your angle?
• If you are not already a big dog, creating specialized products is a great way to break in.

3. Create your launch plan

• Mindmap with every piece of pre-launch content
• Ask: How does everything you’re teaching move them closer to the sale?
• Be prepared to be agile during the actual launch (stuff happens)

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