Video Product Launch Formula 3

 

Master Video Marketing for Your Business

 

Lesson Info

Video Product Launch Formula 3

The next thing that I want to talk about first, we talked video sales letters, and now we're talking video product launches and the online product launch was made popular by a real bright guy named jeff walker, who created a few years back, something called the product launch formula with a plf system and it's essentially a system for creating a sequence of videos to build excitement and awareness up to the launch of actual product and data referenced early the sideway sales that jeff walker is also the the originator of that. So this is jeff, this is one of his pages, this is obviously just a nop tin page, but he's, the person that popularized this whole product launch formula um way of doing things and it's really kind of a way to build anticipation and excitement with each video you know you like just builds this crazy frenzy that must have the product, and you don't necessarily even need to do these for paid product launches. I have one that's, a free siri's, but I set it up in a i...

n a product launch formula, so even though I'm not really selling anything, I'm just, um using it as more of an opt in, I've got video, one video to video three video for so it's, really a siri's of videos that all build upon each other here's another example this one's so recent that this video just came out yesterday this is our friend michael port who spoke with us a few days ago and he's doing a traditional video product launch for for his course heroic public speaking. So what happens in these typically is you'll have the first video come out and the first video kind of sets the tone and talks a little bit about what's called the opportunity like okay, here's, what we're going to be talking about in this video siri's this is the opportunity this is what we're going to be doing explains basically transformation or how your life will change once you have this product in michael's case he says I can make you a better public speaker guaranteed so that's the promise that's the transformation that you get if you take the course and in his first video he offers content you know? Okay here's, what not to do for public speaking? I watched it so I know don't come out here and say I have a few housekeeping items but I'll let you look at the serious for all that stuff so again what he does is and what you do in this formula is the first video is really about the opportunity, so if it's if we used like that yoga for migraine example, the first video would maybe offer a few tips for that tell you isn't life going to be wonderful when you do yoga and you suffer from migraines anymore kind of painting the picture the big picture of the benefit the second video in the siri's would typically be released two or three days later and that one talks more about the transformation s so if the first video is the why the second video is sort of the what and the second video does a little bit more teaching case studies, sometimes you're starting to build your credibility starting to build more anticipation so all of this is again sort of building up to that big product launch so by the time you know you up to video for people that just scratching at their screens waiting to get this product the third and final video and well he has four in the sequence but typically it's three would talk more about what jeff walker calls the ownership experience it's on this is like the hao what's it going to be like how much will your life be better when you don't have migraines because you're doing this great yoga s o this is the ultimate solution and this is going to sort of paint the picture that leads to the fourth video which is really where you can get the product so each of these videos is usually about ten or fifteen minutes in length that's kind of the sweet spot for them and they are typically released every two or three days so it's again trying to create some excitement, some anticipation you're often contents and you sort of building trust and credibility along the way, and by the time you've done the third video you think, oh my god michael's given us so much great content I can't wait to see what this product is and what it's all about and then finally the fourth video is when they quote unquote open the cart so in the jeff walker formula parked launch formula you've got a serious of videos and then you open the shopping cart and you make the product available to the public for a limited time. So here's a jeff walker example where he's got his, uh basic videos up there and each one's below but you could see, you know he's just in each video as it's launched he's talking about something else his here it's talking about a seed launch so all those videos lead up to the release of a product when they open the card and you can access the product for a very limited time they usually have a pretty short window for about a week or so where you khun by the product and then they closed the cut and too bad you out and then they re opened it again later on but you know again it's sort of this maybe not so artificial scarcity that they're building towards and you can do these product launches with your videos for free products for products that are one hundred ninety seven I've seen them all the way up to two in three thousand dollars so you can have a really big payday when you open your cart and launch a product if you do these product launch formulas, the other reason it's good to do them and to know the how to do these kinds of videos is because when you actually deliver the product oftentimes the product itself is delivered via video dre was saying before now most of these are stand up videos this is a product called video genesis with mike phil, same and andy jenkins and once you buy the product all of the modules that they deliver for you done in videos so when you know, okay, great, I've got my product and now even the product itself is videos in most cases they're on camera they've got a whiteboard that doing this, they're doing that so you know, you're getting sort of more and more engaged with them even after you've, uh, purchased the product. Any questions about that at the moment? Cool anything from the crew here? Uh, yeah um when you deliver the product in this isn't usually, uh, streaming only order that people download it or when when you deliver a product we make people buy it can they downloaded normally order that is that they have to scream it from your site usually really depends on you know it I've seen it done both ways but usually it's a membership site like this that you get access to and they're different platforms like a job be is one where you can set up all of your courses so basically what you're doing is creating all these videos and then you say okay here's the module one videos here's the module two videos and oftentimes they'll even sort of time the delivery which you can do in the software so that when you sign up you get you know, maybe week one videos and then the next week the week two videos released and I think part of that is just so they don't overwhelm you with you know, fifty videos at a time probably also if they've got a thirty day money back guarantee so that you don't get everything exactly tony first so if you want to install, you know, membership science like for instance I use optimized press which has got a membership psych component to it on dh you've got your videos so they're on youtube for it if you're not using one of the other hosting things do you make those videos unlisted and then they use still able to display the unlisted video in your membership site you just said you know there's probably settings within that membership site you could basically um hosted on youtube and have it unlisted or even private but as long as you've got it so that it opens up on your site usually what would I do in cases like this is I have these videos on amazon has three because I know they're never going to be used for youtube so they sort of locked up behind the paywall on amazon s three on ly if they go to this membership site can they access those and then what amazon as three does is you upload your video there they give you a link and you bring it back to your membership site so it's a little convoluted it's definitely more work but again you can have you know, big paydays with this jeff especially with jeff walker product launch formula um you can definitely, uh sell a lot of stuff in one day oftentimes people will create these big launch is where they'll get affiliates and partners and you know, like I've gotten seven emails about michael's thing already from seven different people and I'm promoting it as well but again that sort of builds the uh the mo mentum up to your launch you know what you're telling us? You have to see it seven to twenty one times before you actually recently so if I used could you use the product launch too promote a hangout where you sell the product where you offer the product yeah, would that be like unnecessary? I think it might be, you know, to have two or three videos leading up to a webinar, maybe a little too much, but again, it depends on the content. And if maybe if the weather now is the product off the web, now is the thing that you're selling weapons where you make the offer. Yes, in fact, in the in the example, with michael michael's doing a webinar today no, no, no selling but again obviously reference product that he's got coming up, so he's got certain emails that saying, go watch these videos and other emails that are saying, come to the webinar, so you sort of like bringing him in from different places? So what I would I was thinking is effectively, the web and our is the fourth video, yes, webinars and oftentimes people will do that with the product launch formula. Another popular thing is that they'll have a webcast or live stream or some kind of, you know, one time event on dh that's basically the day that they released the product. So yes, so that essentially the launch video is the weapon off, like you said, makes sense another way that I've seen it done in, um that either, you know, they could have a webinar, like you said, or, you know, they have their product and program, and then they create content that's not necessarily videos or can be videos where they just train and provide information, but at the end of reference that webinar so they're not promoting the product with that content, but they're promoting the vehicle that you're going to pitch the product so that they would create, like more blawg posts that lead to the training that's happening in the webinar, and then on the weapon, are they pushed the product so it's just kind of taking them again through that funnel, but they don't do it in this manner where they send emails and direct you to a link, they just create content, whether it's, a video or a block poster, an e book or something that they kind of guide you through without you knowing that you're being guided, but that that information leads to the next, and it builds on each other until ultimately get the weapon are. And then that ultimate lee builds to the product, so the weapon are ultimately is selling a product. Yeah, great. Yep, all good examples, and I think the idea here is I sort of like in it to the black friday sales, where you know, the store's gonna open up at five a m you gotta line up around the corner and wait all night and, you know, pitch your tent and sit here and wait for the it is and, you know, apple does the same thing when they do product releases, but what you're trying to do is build that same kind of frenzy or or anticipation for it that like, oh, my god, everybody's talking about this, it must be really cool and also a couple of other slides, but you see, they actually have facebook comments under a lot of the launch videos because that continues the conversation and it gets more buzz, and it gets other people talking about it so often times on a video sales page, when they've got several videos, you'll also see a place for comments underneath, because that helps to build the anticipation as well, you know, the next lie. So in other words, video rings the cash register it's really important to know how to do these kinds of videos so that, you know, you sort of empowering yourself, saying, like, you know what? Anytime I've got a great product, I know now have a way to sell it. I have a way to build awareness, I have a way to build excitement, and it basically will empower you to be able to do more here's my black friday's life so that's it I mean that's what we want let's pretend that these people that the websites over here and these people are all madly rushing towards it. I love this one and as I mentioned earlier some of these web pages and some again using lead pages they have the area built in for you to like it and then to comment and the comments build upon each other and it's really a great way to create that engagement created conversation if the market of a smart they're going into every single one of these comments and adding another comment to keep it going and you can see in this particular lead page the main video is going to be here, but if you clicked on video three once it's released, then you'd get to that but you can only you know they only you can only access the videos as they released them. So even then this sort of building anticipation and creating buzz so that's a great way to create engagement, create conversation around it and make some money so video sales that is video product launch video sales that is relatively easy video product launches kind of next level a little more complicated but but still worthwhile so let's see how we're doing with questions, comments, discussion instead of lots of discussion going on in the rooms, people talking about different of course is that they are products that they've seen that it were have worked and help them to find something that was valuable to them. I like good day says I've signed up for two courses with the formula they're talking about recently they promoted the webinar only attended the weapon iron got real value then they pitch the product which I was eager to buy so well yeah, so it's fantastic any questions or thoughts from anyone here in the room? Any ideas on how you're going to apply this to your own work? Well, I have a question though how do you how did what do you think about using google hangouts for this whole as your video maker for this? Like what sort of your take on creating? Maybe three using the google hangout platform and then holding the weapon are on google yeah, that's a great idea, I think you have to remember if you're doing a google hangout on air it's kind of like a web now, so if you're doing the public a webinar you'll have you may want to go to youtube and make it enlisted if you don't want the world to see it yet, but if you're doing them as you go like, okay, I'm going to do video one on this day and I'm gonna share my content and it's basically the same formula but instead of a pre recorded video, you're doing a hangout benefit there's again your lives you can interact, you can provide content and then three days later you do another hang out you just have to remember that as you do those that kind of going up on google plus and youtube good question I be able to be used later teo evergreen that whole bottle necessarily a bad thing good question here from chris is it possible to over promote your product? No way, no way I don't know I mean that's you know, I guess it's kind of possible because I know on some of these big big launch is where all the internet market is, you know, team up with each other and you've gotten fourteen emails that basically saying the same thing because they all use the same email copy it can get a little aggravating, but I don't know that you can really over promoted because the worst that could happen is somebody's really, really aware that this product is coming out and they're either going to buy it or they're not and maybe they'll oft out you say please don't ever send me anything again you driving me crazy but if that's the case, they probably weren't gonna buy it anyway that is a fair point any other thoughts here in the room? I just had a more practical question really with regard to adding the facebook comments section is that like a plug in or is it something that say for instance lead pages offers is out of there? It's in this case it's part of lead pages I shouldn't mention a few words about leap a discus have referenced them a few times lead pages is basically a great way to create web pages from templates and they have hundreds and hundreds of templates and I used lead pages because I create a lot of web pages and I didn't want to be held hostage by my web designer of web master so these guys have come up with all kinds of really cool templates that you can essentially you know, just pulling your own copy and customize so in this particular example you know they've got several sales pages and this one is first sales launch so you saw how I kind of customized mind when I put my own course and there but you put the main video in here and that's just a youtube video so you upload your video to youtube and then you add the code to lead pages you khun change or customized any of the graphics or the language in here so you can totally customize all that and then this one does have a facebook comments section that you can enable so that these comments could be live in real time and you can either have it on your web site or you could host it with lead pages so lead pages has been a real huge help for me because I create a lot of different landing pages so you can create squeeze page you can create a sales page, you can create a thank you. Paige ah webinar invitation page so a lot of different screen shots and pages that you've seen that I've been showing were created in lead pages. The additional question so about the facebook comments piece, what happens if competitors leaves a comment or there's an undesirable comment or anything? Do you have any control over editing skills with them and you can't delete them out? But yeah, I mean it's so funny because a lot of this becomes so this one upmanship of like, oh, I want to be seen in the things and I want to be so I've seen people argue on things like that, so you know what? That's a conversation and that's not even a little controversy is not necessarily a bad thing, because this whole thing this this becomes a social media unto itself, and all of that is again just building back to the launch, and some of these launches have been unbelievable just, you know, they sell hundreds of thousands of dollars with the stuff in one day, and then they closed the cart and then you know, a week later, they may reopen the carpet at a higher price. So it's, always, you know, just this game of timing and scarcity. Yeah.

Class Description

Video can bring your business to life. When you produce a video to market your business, you can connect more deeply with your audience. Join video marketing expert Lou Bortone for a course that will cover everything you need to know about using video to grow your business.

In this course, you’ll learn the basics of easy, seamless video production, and how to create video that’s reflects your brand and resonates with your audience without requiring advanced gear. You’ll also learn the most effective ways to distribute and share videos online and how to convert views into customers and fans.

Join us for a comprehensive workshop on marketing your business by creating video that is compelling, distinctive, and profitable. 

Reviews