What I want to talk to you about today is specifically building something called a product launch funnel.
These are sometimes called PLF’s.
Jeff Walker of Launch is famous for popularizing these.
A lot of people think he invented them.
He didn’t invent them and there’s also been a few changes in how we tend to run these things.
A product launch funnel [it’s going to sound really stupid] is not designed to launch a product.
I know that sounds insane.
This is just another method of selling. It happens to work quite well with things that you are launching, but what it is actually designed to do or really designed to do is to make it look like you are launching a product.
You can do this on Evergreen. I would not recommend doing this for every single launch because it’s quite a lot of work.
You can keep the same assets and move things through. But what I want to do is show you a behind the scenes of first of all, how I’ve done it, the slight changes that I’ve made as well as how I tend to run them.
I want to give you an overview of both the strategy that I use to sell products through this, but also then physically how I build it.
I’ll give you a funnel overview first.
We first have something called a reverse squeeze page.
Now, what a reverse squeeze page is a squeeze page or an opt-in page that doesn’t require you to sign up to watch the first piece of content.
You actually give some training for free. Open 20 minutes talking about how you’re going to help them solve a problem. You give them that. They don’t have to sign up to anything.
What happens is if they do decide to opt in, we take them to a thank you page with an offer to join a list.
We say, look, this brand new product or membership program or whatever is coming out soon. Why don’t you put your name down on the list, but tomorrow in 24 hours time, I’m going to release video two.
This one on the squeeze pages video one, and then in 24 hours, you will send them a link to video 2.
Okay, this is a redirect. But then the waitlist, they are also added to an email list and in 24 hours we send them an email saying, “Hey, video two has been launched. I’m going to show you how to do this next thing on the video.”
This is then just another video. It is still a “how to” so there’s no sales message in it. It’s still tutorials and showing you how to do stuff.
You say in video two, if you would like to join the waitlist, make sure to sign up and then they are also added to a product waitlist or I should say this actually is slightly wrong because they are added to that. But actually. They are added to an email list this way.
This is the list right here, and this is the opt-in page list. You’re building kind of two lists. You’re building a waitlist and you’re building a standard list.
This one, maybe you don’t have to redirect you just take them straight through to that there.
Then we say to them in another 24 hours, I’m going to give you video three.
We redirect them and we say, “Hey, you should jump over here now, video number three is live.” This is another “how to” video.
Now, this is where the difference between what Jeff does and what I do, and a bunch of different variations. This can either be a how to or a sales video.
It could be basically saying here the product is live. Here’s how you need to check it out. Here’s how to buy it.
That link might actually allow people to buy the product, or you could do another video. It’s still video three, adding people to a waitlist and then video four, which has released another 24 hours later is the actual purchase one.
This is almost definitely a sales video. And we say, “Hey, this video is now live. Go ahead and sign up.”
What I like to do, however, is anyone who has joined this waitlist, if they have joined for more than 24 hours, we have a piece of automation that after 24 hours, we will open access early to the product and we will say, “Hey, the cart is now open. We’re actually giving you early bird access.”
So, if they were to join on day one nand they signed up immediately, on day two they would not only get this video on how to, but they would actually get as well, an email saying the waitlist is now open and from then on anyone who has signed up to the waitlist will get a sales series.
But also anyone who signed up here will also get an ongoing sale series.
This video is designed to pitch it and they will literally come through to a checkout page or maybe if you did a checkout form on the actual page, that’s absolutely fine. But we are trying to drive a bunch of sales.
The reason this can get a bit complicated is because people try to add like cookies and countdown, timers and response forms and deadlines and all this kind of stuff
I personally was like, that’s way too complicated. I am basically going to have a page and my emails are going to do all of the work.
I’m going to get all of the work done by my emails so what we now do is roughly once a quarter, we have the setup for each product.
In Q2, I will start segmentation for this squeeze page. I will basically send about five to seven emails saying, “Hey, if you want me to show you how to generate $25,000 a sale, how to lose 10 pounds without dieting, how to build your first trampoline house, whatever, go ahead and watch this video is completely free.”
No optin, go ahead and sign up and I will try to send people through to the segmentation series. What that means is if I start with 10,000 people on my list or whatever, maybe I don’t think 500 people say, “Yeah, I want to sign up 500 people see that video.”
Then maybe 200 people sign up to see video 2. That means I will only be selling to 200 people, but they will be qualified.
The reason I like this is that in a year’s time which comes around quickly. As soon as this comes back round again, I will send this same segmentation series to the same list and basically launch the product again. That’s how I tend to run this.
If we actually have a look inside High Level, this is the one that I use a reverse squeeze page, apex campaign segmentation.
This is the one we use for Apex Campaigns. Again, if you want this, I literally give you this if you sign up with my affiliate link, you got to go to gohighlevel.com/mike-killen.
In fact, let’s even go there and I’ll show you how it works. Head to gohighlevel.com/mike-killen, you can actually get 30 days so you just started a trial.
You can just start a free trial for 30 days and I will include not only this funnel, but all of the other funnels I’ve talked about before.
We have a squeeze page here, and this is our reverse squeeze page.
It’s in this particular one, what a $25,000 marketing funnel project looks like.
It’s just a plain Vimeo. I think it’s 30 minutes long. If you want to watch it, there’s content in there.
It’s useful and I say, “If you would like to watch video number two, click here and sign up.” That’s where I’ll get your information.
After you sign up, you are taken to a confirmation page and this confirmation page just says, great, I’m going to send you videos one again, just in case you missed it, videos two and videos three. There’ll be sent 24 hours after each other. So you can check them out. They’re only about 20 minutes long and that’s all you need.
If they want to join the waitlist, again, we have waitlist whatever they’re called, like markers throughout the point. I say, click here to join the waitlist and sign up.
For example, click here to join the waitlist. I just say, join the early bird waitlist for the next project.
This one here. If you want to join the waitlist, go ahead and sign up. Immediately, after joining that after 24 hours, we will launch the product early birds and say, go ahead and join.
This is just a really good way of automatically getting people through the process without having to spend too much time and energy.
Videos one, two, and three, the layouts are pretty similar and we just say how to guarantee 25,000. Then, I say in video three, I’m going to show you the complete overview of how we run 13 different campaigns that we run a $25,000.
I’m going to give you that entire process. That’s a sales video where I actually show you 13 different campaigns. I say, and if you want to buy it, it’s 997 bucks click here to buy now. That’s when you can buy.
When we say we’re open, we sent a bunch of emails after the last video, but again, it’s all automated. If someone signs up on the first or the third, they would get them sequentially later on.
You can run it on a date-based campaign, but we just found it way too complex. What we tried to do is we have a really compelling segmentation campaign at the start, try and send as much traffic as we can to the opt-in form.
I know that it’s only going to be a week’s difference because I’m only going to send maximum seven emails.
We now say, you know, here’s how apex works. I think I have a bunch of like more sales videos just in case like continue, but you don’t need to and click here to join apex and you can then buy, go ahead and buy apex campaigns.
That is how we run a product launch formula. We only do this once a year.
We only launched this once a year. We only let people in once a year. If someone finds a checkout page later and joins, it’s fine.
But we do only launch it once a year, typically sometimes twice a year, but it’s a really powerful way of getting people in on at scale.
Like I said, you can get all of this and you can just copy the videos.
Let me show you the emails.
This segmentation campaign is sent to everyone and everyone will get these emails. I’m basically trying to send people to the first opt-in page, the reverse squeeze page.
Currently we have 141 people enrolled in this. They would then get email to which we’ll send them video two, email, three, video three, and then the rest are pretty much sales emails, depending on like how they’re moving through this program.
It just means that once a year I can send one segmentation campaign and know that at the end of it, we’re probably going to do anywhere between $10,000 and $15,000 for this particular product. It’s a super simple way of running campaigns.
Like I said, if you want to get this funnel and the emails and all that kind of stuff for free, you can get it just by signing up to my High Level affiliate account at gohighlevel.com/mike-killen.
That will upload the snapshot. If you don’t get it, then just send me a message and we’ll try and send it to you manually.
