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Jeff Walkers Product Launch Formula 3.0

Posted By: ParRus

Date: 20 Dec 2012 12:57:56

Jeff Walkers Product Launch Formula 3.0

Genre: eLearning Video / Business, Finance (2012)

Product launches are here to stay, and if you want to run an effective launch you’re going to need to use new and creative ways of running your launch sequence. Jeff Walker (creator of the original Product Launch Formula) has just kicked off the pre-launch phase of version 3.0 of PLF, and I’m going to be breaking down his launch process on the blog and explaining why he’s doing what he’s doing, and what you can learn from it.

Despite the recent conversations about “launch fatigue,” launches work (and always will). Sure, if the same lists are hit with multiple similar products in the same timeframe, sales will be slower, but that’s not the fault of the launch process, just the timing. (And that’s a call to action for people to expand their audience, when it comes down to it.)
So let’s dig into the process, starting with the landing page that leads to the first video Jeff’s released (which you can watch here – and I highly recommend you watch and take notes).
Let’s talk about the landing page itself.
What may strike you as unusual about this landing page is that it’s missing two things typical of many landing pages:
Branding (what is this landing page for?) and
Headline (Why am I here? What relevant outcome am I going to get?)
Jeff can get away with this because of the nature of who he is and what he offers – the affiliates who send people to this opt-in page are going to be pre-selling Jeff pretty heavily. So visitors are going to come in knowing that they’re going to learn about product launches, and they don’t necessarily need a headline.
Don’t know if I’d go that route, but it’s an interesting idea and I think I’ll run a split test on headline/no headiline the next time I do a video-based opt-in page.
No headline could serve to force click-through of the video.
I’m also mixed on this because I’m not the biggest fan of video – many people visiting the page may not have a chance to watch video (for example, if they have low bandwidth or they’re at work). I have a vested interest in watching the video (I’m studying it), but if I wasn’t convinced I might not want to cue up the video.
I know my audience doesn’t care for context-free video, so if this were my page I’d at least have some descriptive text hinting at what’s covered in the video – or at least how long it is. But at the same time, no text creates a curiosity factor, so there’s that to think about, as some people may flat-out wonder what it’s about or at least click it to start in order to see how long it is.

More Info: http://www.thelaunchcoach.com/...la-3-launch-process-review-pt1

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