Strategic phases for product launches (Q&A)

Q1. The emails were originally designed for an evergreen product. Once-off launches are so tedious and takes so much energy and then its difficult to relaunch soon after. What’s your take?

An evergreen launch is only possible once the funnel is optimized for conversions of established traffic sources. You’re not at the stage to be thinking evergreen yet until you validate with cold traffic and make all of the necessary adjustments. Like I said, I believe properly scripted launch videos are needed for cold traffic campaigns to maximize conversions. Launches are not easy projects and need a big commitment.

Q2. The price of $495 dollars – its pricey in South African terms or I suppose hits the spot with ALL the bonuses im offering. I was thinking that Im probably selling myself (and you) short. Should I not do it at $995 and offer a 20% coupon if they buy today in a time frame? My auto resonder allows for this? I know empirically coupons work in some cases but apparently – “the cart is closing” works better. But can I use both? Or am I complicating issues? Just need you input on a. scarcity offer if evergreen, b. scarcity offer if once off launch? I suppose test and measure works but need to take a stance on this one. Whats your view?

If $495 is pricey they $900 would be doubly pricey. Bottom line from strategic marketing there’s no shortage of traffic online once you get a converting funnel, so pricing strategy for a new launch should focus on getting the most amount of sales while tracking the conversion rates throughout the funnel. That allows you to identify the weakest links in the change with more data in your analytics report. Then you can test price points with additional traffic campaigns to maximize EPC (earnings per click), or ‘ROI’. Yes you could do a 20% or 45% coupon discount. The video sales letter should show the price reduction from say $10,000 down to $2,000 down to the real price.

Launches need scarcity. In this case you can simply provide all customers with full access so you don’t need to worry about bonus fulfillment. Just send everyone an email saying ‘to heck with it I’m giving you everything’. The reason for building scarcity in the launch is to push them over the edge so you make the sales. But you can still give them all the bonuses if you want to.

Q3. Affiliates. My system easily allows for tracking and a portal and it would be a great way to boost emails. I guess I can approach one or two but maybe is should attempt an internal launch first. All this uncertainty drives me nuts

Yes the uncertainty with launches is solved by the phased launch approach. First do a real internal launch, which means no autoresponder email sequences, it’s a conversation with your list to add value and build anticipation. Second is to then do a cold traffic launch to validate conversions on cold traffic. Third launch can then be a JV launch given that you now have a proven conversion funnel.

Good luck with the first internal test launch.

Key To Maximum Influence Through Content Marketing and/or Coaching

‘Emotive Compulsion’

Your customers inner-drive to make a change, to try something new… built on a bed of motivations including background beliefs, future desires, and current frustration.

THESE are the reasons why customers buy new products… or coaching clients try new approaches to life.

In marketing just as in coaching:

We know the basis of choice is a balancing act between the risk-reward-cost ratio of change.

But how do we best influence thought and emotion most effectively at the same time to wield maximum influence on our audience or facilitate exponential change in coaching/consulting client results.

Maria Veloso describes the key as the ‘trifecta neuro-affective principle’.

A giddy phrase that simply means that stimulating emotions can alter the pattern of thoughts that a person, a customer or a client experiences; thereby influencing their behavior.

The mind is pliable after all.

We CAN turn a lost sale into giant lifetime customer value.

We CAN revolutionize our behavioral habits in ways that massively support our outward success and our inner sense of empowerment and fulfillment.

We just have to get the engagement sequence right. We need a narrative that reaches a psychological core.

You may call it ‘the brand story’ as marketers do, or the ‘hero’s journey’ as I do in Depth Coaching.

For marketing, Maria translates this to a 5 step buyer process that can be applied to campaigns:

1. What’s the problem?
2. Why hasn’t the problem been solved?
3. What is possible?
4. What’s different now?
5. What should you do now?

It reminds me of Gene Schwartz stunning classic Breakthrough Advertizing where he explains the powerful concept of ‘market sophistication’ in comparing the ‘naive consumer’ and the ‘educated consumer’ (see 5 Degrees of Consumer Sophistication)

Advertizing to the Educated Consumer

Today’s educated consumer is compelled by demonstration, evidence, and insight into the mechanism of how and why your product or service can reliably solve their problem and lead them to fulfillment.

Whether it be a takeaway, a car, or a new life direction.

Tesla uses emotive triggers such as ‘bioweapon defence mode’ to describe its state-of-the-art air filtration system, while demonstrating the thickness of the filter and other details that prove the quality of the mechanism. This is good advertising. No, this is GREAT advertising.

Maria Veloso reveals 3 triggers of the trifecta neuro-affective principle as Identification, Redefinition and Resistance.

This applies in marketing just as it does in my coaching practice.

First I must find the narrative that my coaching client identifies with.

Then we begin to redefine their outward experience via changing their internal focus.

And yes, we come into various forms of resistance, from the ‘dragons’ that stand before each client on the journey of transformation.

The mind wants to grow, to learn anew, to adapt and create and contribute.

By combining emotive narrative along with credible logic, we can literally change the neurological processes of the mind to:

  • produce entirely new life results through coaching, or
  • win and retain customer-fans through empathic customer-oriented content marketing.

For Example

As one demonstrative example of the trifecta neuro-affective principle of emotive logic, check out my article The Key To Authentic Intimacy published by Elephant Journal which had 10k+ views in 2 days earning it a promotion onto their homepage. (current view count will show at the bottom of the article near my bio).

This beat out other articles published the same day in the ‘love’ category which had 156 views, 543 views, and so on.

This is the power of crafting a compelling emotive message, that interweaves solid logical principles with emotional dreams, hopes and desires.

And that’s how to achieve maximum influence in content marketing or in coaching.

6-Part Kickstarter Marketing Strategy (100% Fail-Proof)

Here’s the 6-part fail-proof strategic outline for kickstarter marketing. If you are in the market for kickstarter campaign management or marketing services, let me know as I’m fully immersed in the details.

These notes are drawn from best-practice as taught in various courses that I’ve taken along with my own 15-years experience in web marketing.

1. Preparation

  • Brainstorm the big picture (in line with this outline)
  • Build your core team (designer, developer, marketing jedi, PR or social media wizz, spokesperson(s)
  • Set a launch schedule (based on the outline below)

2. Research

  • What similar product campaigns have been successful and unsuccessful. How can we understand why they worked or didn’t. Speak to the team involved to get the inside scoop.
  • What influencer community is there related to the product area? Use BuzzSumo, EpicBeat and so on to find Influencers (including popular related blogs and bloggers, product advocates with large social following, journalists / media people, celebrities related to your product area who may endorse the product, and so on)

3. Design & Development

  • Video is one area for crowdfunding campaigns that should not be done off-the-cuff. It needs to be fully storyboarded — taking the viewer on a compelling journey in ~3 minutes. What gap in people’s life does your product fill? Demonstrate that experience!
  • Product images: again, tell the story; show prototyping, let funders experience the backstory, and feel like they’re part of the innovations involved.

4. Conversion

Incentives

  • Incentives should seem generous but not consume must of the funding. Anything of nostalgic value to the target audience can be good.
  • Higher donation incentives should of course receive the product itself once produced, and even special local events.
  • If you’re launching equipment of some sort that has social benefits, consider offering a US-wide tour to each major city over the coming 12 months with free entry to the highest backers. This lends itself to ongoing marketing opportunities post-launch.
  • If the item is not particularly ‘social, incentives could include live online Google Hangouts or teleconference calls for community sharing, presentation, training, coaching, etc.

Copy

  • Make sure you have a copywriter to do your launch copy, including funding page itself, press releases, outreach email campaigns, social media updates, launch blog updates, etc. Funders/advocates will not support a campaign if the copy is not highly persuasive and engaging. If you’re not a designer you would never think of designing the logo yourself. Well, copy is far more important than the logo!
  • Storyboard your entire launch process. Reveal the ups and downs. Identify your key customer profiles (personas or Avatars) and speak to their specific interests.

Updates

  • Offer updates via different popular channels as per your target audience, typically including: email, blog, Facebook, Twitter, possibly Pinterest, LinkedIn, and so on.
  • The more you share the higher the engagement. Share the story of the product and the launch, don’t just share ‘features and benefits’ of the product. That’s boring.
  • Have a schedule. Know the best times to post social media content based on engagement analytics.

5. Traffic

Now we come down to the crunch.

  • Have an influencer outreach program. Begin it as soon as possible. As in, right now! (or as soon as you have some decent copy to introduce the campaign). Buzzstream is perfect for managing influencer communications.
  • Start with small fish, illicit their verbal support to share your campaign progress with their audience. Then leverage that exposure through the food chain up to the big fish (whichever popular blogs/news sites are relevant to your product category) such a TechCrunch, Huffington Post, etc.
  • Use a launch sequence of updates that builds interest and anticipation. Make it fun. Including ‘shareable journeys’, i.e. make it about people (experience) not products.
  • Involve your audience in decisions or surveys where possible. Let them choose or vote on aspects of product/packaging design or even vote on their favorite messaging/graphics/product photos. (Social marketing is about personality and conversation, not about slick anonymous branding. Show your humanity, share the journey, involve your audience.)
  • One counterintuitive source of traffic is from your wallet-share competitor communities. If you are promoting an innovative fun scooter for example, give it to skateboarders and snowboarders to try. Capture their impression on video. Publish the best and share it with their respective established communities. This can greatly increase the reachable and receptive audience.
  • Agree with media publishers on the days they will receive and publish your press releases or story updates. Be everywhere and watch Facebook newsfeeds flood with your content for leveraged social sharing.

6. Performance

  • Make sure you have verbal commitment for a quarter of your funding goal BEFORE you actually start the funding countdown (typically 30 days). As soon as you launch, announce and prey you’ve done the necessary work to actually receive those donation commitments within the first couple days. That provides huge leverage to extend the campaign for greater exposure and bring in the remaining 75% funding goal over the remaining 28 days!
  • Use analytical tools such as hotjar.com on your company blog to measure real human engagement. See how far down your blog update pages they actually read, etc.
  • Add email opt-in features as per current best-practice (content upgrades, scroll mats, etc) split test them, and monitor the opt-in rates
  • Monitor email campaign open-rates, click-rates, and site re-engagement (use Active Campaign for email marketing, marketing automation, it gives full visibility of what your visitors do on your site)

Happy Endings

There’s a ton more nuance in my Evernote 🙂

Unfortunately for me, my Kickstarter Project in 2014 got cancelled due to investor withdrawal from the business entirely.

My campaign was going to be for a hardcover book by an ex-high fashion super model now in her 80s! with tips on longevity and beauty care.

So my kick-ass Kickstarter marketing plan has collected dust since then… (sniffle, sniffle)…

…only now being revived for a crowdfunding campaign now in planning on behalf of the consortium of life / dating / relationship coaches involved with www.onintimacy.com (my role includes Chief Curator, Marketing Lead and Podcast interviewer).

I’m excited to gear up for this kickstarter launch (finally) and may be able to support your kickstarter funding campaign at this time, given the high-degree of cross-over from one campaign to another. As a direct response copywriter and strategic marketer I have the right mix of experience and talent for small teams to succeed at crowdfunding.

Get in touch today about your dream campaign and I’ll be happy to brainstorm ideas with you to put a clear proposal together.

What Is Marketing Funnel Automation? – and how can I conquer it?!

In its simplest form, Marketing Automation is when a visitor requests information and receives it automatically by email.

Today, visitors request can lead into behavior-triggered email follow-up and off-site ad re-targeting that delivers specific content based on the visitors exact behavior (i.e. which pages he visited revealing both his interests and stage of the buying process).

Example Automation Workflows

This small piece of an automation workflow gives a glimpse into the possibilities with automation.

automation-screen1b

Or how about this more detailed example showing a number of conditional triggers in part of an automation workflow:

automation-eg2

 

At first glance that may seem utterly confusing.

Yet, Marketing Funnel Automation is now vital to compete with the degree of personalization and the varied campaign approaches used by large businesses and increasingly by SMEs.

If you’ve previously been scared off by high fees for Marketing Automation projects you’ll be pleasantly surprised by what Cyclic Media can offer for optimizing contact frequency and message relevance for a better customer experience that brings the greatest ROI.

Here’s a basic customer journey example:

  1. Mary sees one of your ads and lands on your ecommerce page for handbags but does not buy.
  2. Later that day she accesses her Facebook account and low-and-behold sees a nice photo of several gorgeous handbags similar to the one she was looking at earlier.
  3. The advert gives her a compelling reason to click and she visits your page a 2nd time (at a cost to you of just a few cents).
  4. She sees an offer for interesting information about your handbag selection and decides to opt-in with her email address.
  5. This begins an automated process of nurture and offer emails that are scheduled based on whether she actually opens the emails, clicks particular and browses specific pages of the site.
  6. If she adds a handbag to the cart by way of ‘window shopping’, we can then automatically send her information about that particular handbag, nurturing her trust in the brand, keeping front-of-mind, and helping to close the sale.

It’s amazing what can be done with Automation

Marketing Automation acts as a filter for multiple conversion funnels that converge and diverge into various segmentations based on each contacts behavior.

Sometimes customers just need a gentle reminder or two before they buy, along with a little extra information that endears them to your brand, and overcomes their hesitation to buy from you.

But delivering that ‘little extra info’ at the right time is a science and art.

Marketing Automation provides the tools to make that happen completely hands-free once we’ve set it all up. And it doesn’t have to be a major project to get things started and see a clear and positive ROI.

Enterprise-Level Webinars for FREE? (bye bye gotowebinar…)

Webinars are killer ninja sales tools for both B2B and B2C alike…

But GoToWebinar costs $500 per month, with a limit of 1,000 attendees… and limited functionality.

If you can get a short turnaround budget approval (like, right now!) for a measly $300, you can get yourself lifetime access for unlimited webinars with unlimited attendees using a front-end platform called WebinarJam which works seamlessly and effortlessly with the Google Hangout infrastructure.

Sound complicated?

I guess it is. But WebinarJam makes it easy to use.

An amazing and a super cost-efficient way to benefit from enterprise level webinars (that means, super clean, professional and reliable) at a near ridiculous price.

Just $300 one-time if you order today. I do mean today only — as the promotion ends. Or, still, $300 per year, which still massively undercuts GoToWebinars yearly cost of $6,000!

Go now to WebinarJam and check it out.

Why Client Experience Management trumps Customer Experience Management for maximum profitability

I used to work for a millionaire entrepreneur who gave me access to Jay Abraham’s multi-volume Marketing Encyclopedia… it gave me a Jedi intuition for good marketing strategy which I still have never had the opportunity to fully put to work…

Jay Abraham charges $40,000 per day for one-to-one business coaching and has no shortage of clients.

If you want to see Jay get bigged-up, watch clip 1.

Jay’s message in this second clip is this:

Webster defines ‘customer’ as someone who buys a product or service.

Webster defines ‘client’ as someone under the ‘care and protection of’.

Do your ‘customers’ just want to be sold to, or do they want to be cared for and protected?

Which approach is a better level of service?

The ultimate business differentiation is to treat your ‘customers’ as highly valued, respected, cared for premium clients.

Hence client experience management is the pinnacle of customer experience management.

Gavriel Shaw, Judge at 2013 European Contact Centre & Customer Service Awards (ECCCSA) – Social Media Category

As a judge of the 2013 European Contact Centre & Customer Service Awards (ECCCSA) social media category, I’ve seen behind the curtains of organisations large and small who thought themselves worthy to enter.

Some household big brands, some smaller or niche brands… all putting in great effort to manage both new customer marketing and existing customer service within the social marketplace.

What are the entries judged on? Criteria includes (in my own words): Read More

How business must adapt to Social Media in the thank-you economy

Do we strategies for sales, or do we actually give a shit about customers?

Until you create true user context and set up for the marathon [long-term relationship] instead of the quarterly report sprint, it’s going to be difficult to succeed going forward.

The future battleground will be genuinely caring about customer experience.

Hear it all from the flamboyant ‘Gary V’.

Still just as relevant as it was in 2011 when the presentation was recorded.

 

>