Note: This is Part 3 of a Series. If you missed Parts 1 and 2, you can get them on the StomperBlog.
Welcome back.
We've been talking this week about the "Blueprint" videos that Jeff Walker's released so far as part of his re-launch of the "Product Launch Formula" course.
In Part 1, I've talked to you about how successful "product" launches are actually "Event marketing" - where you shift the prospect focus AWAY from your product and instead focus them on an upcoming event.
We've talked about all the reasons why this is an effective strategy, and in Part 2 of this series, I went into great detail on a specific case study of mine. We showed how using "event marketing" we were able to sell out Amazon's stock of a DVD in only 36 minutes after release.
Event marketing is VERY powerful, and its power and profit potential is only even more potent when you consider how VERSATILE the concept is.
This idea of syndicating your marketing messaging is certainly not new to the Internet Marketing industry. Auto-responders have been around since the early wild-west days, after all.
One of Jeff's real teaching strengths is in taking these tools and concepts that have been around for years, and assembling them in new ways.
One example of this is in Jeff's strategy for getting Affiliates and Joint Venture (JV) partners to promote your launch for you.
Wouldn't THAT be nice?
===
STOP! Don't sabotage yourself now by thinking that you're too small to get JVs going, or that your offer isn't attractive enough to motivate affiliates. Just read along and I promise that even if you haven't started your business at all yet, you're going to get some value here. Okay, GO!
===
So why are JVs so important for your launch?
The main reason is that it lets you focus on the CONTENT of your sequence of messages - it lets you focus on making adjustments to your strategy in real time (in response to market feedback). It allows you to do this by taking away responsibility for one of the major aspects of the formula.
In Part 1, I stressed the necessity of building a list of interested prospects that you extract from your marketplace.
When you secure and motivate solid JV partners in that marketplace, you can let THEM load up your list, and you can focus on building your relationship with those prospects, getting them warmer and warmer.
Now: securing those JVs is the trick. I can't tell you a magic formula or secret to that. It's going to depend entirely on your marketplace. However, don't just think of JVs in the "internet marketing" sense of the word.
Expand that abbreviation out:
"J.V. = Joint Venture".
Who can you think of that could benefit from promoting your event? Certainly other people who market to that segment. They already have lists and if they don't currently have their own product to promote, it can be quick and easy for them to make a few bucks AND keep their list engaged.
That's still the traditional route of thinking of affiliates.
But it doesn't always have to be monetary gain. Potential JVs could benefit by cross promotion. They can benefit by contributing a bonus to your offer. They can benefit by getting publicity from being associated with your event.
Any way you can think of for a JOINT benefit with someone who can send you prospects is a WIN-WIN.
So - that's one way you can go about brainstorming potential JVs, but like I said - every market is going to be a unique challenge, but the number of opportunities is limited only by your creativity.
Alright - now you've got a couple of JVs set up, and they are really excited. They make a blog post about you, maybe mail their list for you… and then that's it. You spent all that work securing some partners and it seems like they're just dragging their feet.
Why does that happen? Don't these guys know that the more promoting they do, the more benefit they get?
Yeah, but it's human nature. The two biggest reasons that your affiliates and JV partners won't execute are:
1. People get busy, and
2. People get lazy.
But it doesn't have to be that way. Using Jeff's "Blueprints", you can put things in place to keep your promotional partners just as amped up as your prospects are - from the very beginning of your pre-pre-launch to the very end when you open your shopping cart for business.
Let me take a step back for a minute.
Does this scenario seem familiar?
Some product you only heard a week ago has all-of-a-sudden caught fire in the marketplace. It seems like everyone and their uncle is sending you mail after mail, all about the same upcoming, groundbreaking, earth-shattering product.
At first, you were skeptical, but it seems like everyone is weighing in on this hot new thing, and it's looking positive.
Then, one newsletter you really like throws out an insane bonus and man… you didn't even know about this thing just a week ago,
but now you're actually considering buying it.
Then someone drops an even BETTER bonus. Now you KNOW you're going to buy it and you need to decide which guy you're
going to buy if from.
I know it's happened to me. That's one of the well-documented side effects of this launch formula stuff.
Next time that happens to you, go back and look at how all these emails from all these different affiliates seem like some kind of coordinated effort - they all seem to know what the next thing to come out is - they all seem to know just what to talk about.
Do you ever wonder how all those affiliates and JVs seem to have the inside track on what's coming next? If you're already done some affiliate marketing for someone else's launch, you know why that is.
Part of the "formula" of launching a product involves creating a separate syndication channel JUST for your promotional partners.
That's right, you market your event to JVs in the exact same manner as you do your prospects (with a blog, email sequence, etc.) only with a different ANGLE.
Instead of telling them about the benefits of your offering, you tell them about the benefits of being your affiliate - like how much money they'll make. 
Hold a contest amongst your JVs - offer prizes - get them competing with each other. Engage them in whatever way you can think of.
THAT will get them motivated to KEEP promoting you right up to the end of your promo.
They have a stake in your game - NEVER let them forget it.
But even then, motivation only takes it so far. You've gotten their attention and convinced them to ignore how busy they are and promote for you.
How do you overcome the other reason they drag their feet - the most powerful obstacle in the universe - LAZINESS?
You do it by making it stone simple - tell them your whole plan. Show them your road map. Let them in on your secret strategy: Tell them what content you'll be releasing and when. Put them on a schedule and keep in touch.
Now this may seem like a simple enough idea, but when you do it well, the amount of active attention you control is just mind-boggling.
Last email we talked about how having a list is like having a fire hose of traffic you can aim anywhere you like, any time you like. Remember?
Well when you have a gang of promotional partners ALL on the SAME schedule, ALL following the same PLAN - that's not a fire hose.
That's a LASER.
You are basically getting the entire marketplace to aim all their interest at you - and not only in your general direction…
They are literally hanging on your every word.
Every little move you make, each new piece of content you release - your prospects can't wait to get it. And once they get it, they can't
wait to get the next one.
So in addition to having your own "funnel" to capture prospects, each of your JVs has their own "funnel" too, feeding into yours.
In a small niche, an effective execution of the launch formula can seemingly suck all of the air out of the marketplace. You can
DOMINATE the entire conversation and through that control, you set your event up to be the coolest thing since sliced bread.
And I'm NOT talking about hype here. Hype stinks if your products won't live up to it. NONE of this has to be hype-y or hyperbolic.
You don't have to yell to get attention if your stuff is all anyone is talking about anyway. Does that make sense?
It's not about the volume of your message, it's about how far it carries.
So I've shown you why JVs are vital if you want to have a huge launch (no matter what level your business is). And I've shown you how you can secure those JVs (as well as motivate them to promote for you) - when you use a "launch formula" blueprint.
Now we come to the example portion of today's lesson.
Back in early summer last year, we were working very heavily behind the scenes preparing to re-open StomperNet to the public, and we knew we needed to get the real hard core, heavy-duty affiliates on board to maximize our message's impact.
We work hard on those Atom Bomb and Going Natural videos, and we need to make sure that as many people see them as possible.
Now, we learned from the first StomperNet launch that we could capture the attention of the super affiliates. However, what we were BAD at was getting them to promote us more than once.
You should know that in marketing, repetition is key, so we wanted all the affiliates to keep promoting all the way through the roll-out this time.
How could we really get their attention and keep it? How could we get them behind what we were doing 100%? How could we "launch" our Launch to them?
And then something funny happened.
Well it just so happened that Armand Morin held his Big Seminar in the StomperNet hometown of Atlanta. And we knew that a lot of these talented marketers were going to already be there. Hmm.
How about we invite our target affiliates to join us in Atlanta a day early… for a closed-door, invitation-only EVENT.
Reaching the "SUMMIT"…
What if we got the best speakers we could to come out and talk to these affiliates ABOUT launches? What if we could not just let them in on our plans but show them the BIG picture? We can show them what we're really doing with this launch stuff. We can convince them beyond a doubt that we're seriously committed to this business, and that we presented a serious opportunity for their businesses.
That would work, right?
Work it did. Even though we kept it under wraps, news of that event LEAKED. People tried to register without being invited. People begged us to SELL them a ticket. People tried to SNEAK in.
Our goal was to make those affiliates feel like the superstars they are, so they would be superstars for US when it came to promoting StomperNet.
I know it's a cliche, but we did "pull back the curtain" at that event.
It's the first time the anatomy of the original StomperNet launch had EVER been discussed in public.
And we revealed our plans for the reopen through our speakers.
Buck Rizvi & Brock Felt (Pipeline Profits) talked about how to turbocharge a launch with YouTube and Google Video.
Ryan Kaltman (from Rich Jerk) presented on the secrets to making an offer bulletproof.
Chris McNeeny & Ken Oboh (from Day Job Killer), arguably among the most successful affiliate marketers in the industry, gave a talk on the "Science of Affiliate-Ology".
Shawn Casey and Jeff Paul gave 77 ways to position your product for success every time in any marketplace.
We already mentioned me and Brad talking about how StomperNet was the biggest launch in internet history.
The always-cool Eben Pagan enlightened us all on his innovative business positioning strategies.
And yeah, Jeff Walker himself was there to talk to us about the keynote topic - Product Launches.
By showing these affiliates all this, we PROVED to them that we knew this stuff. We showed them that this launch would work, and that if they got on board with helping us promote it, we could all make a lot of money, and help their customers out with our material.
We gave those guys something NO ONE ELSE has ever even SEEN BEFORE or SINCE. Talk about moving the fr'ee line to get some reciprocation, right? After that, those guys weren't just HAPPY to promote for us, they regularly contact US to see what we're working on NEXT.
Now, I didn't tell you that story to brag…
Okay, maybe a little.
Just a tiny bit.
But I feel bad about my lack of humility so I'm going to make up for it.
I was running my mouth earlier about affiliates offering killer bonuses to try to compete and convince the people that will buy to buy through their link.
Well, here it is. The "Product Launch Summit" I was just talking about was 8 hours of solid ADVANCED coverage of the ins and outs of Product Launches. This was a TRUE closed door, invitation-only event. No one has seen this material BEFORE or SINCE. Heck, it's not even on DVDs yet. It's still on the tape it was shot on.
This is RARE stuff. So rare there's only one copy right now.
Jeff will be releasing Product Launch Formula Thursday at 2pm Eastern, and when his cart is open, we're going to send you an email with a link. If you buy through our link, you're going to be among the very first people to get the "Product Launch Summit" besides the people who were there.
There's no hype here. I don't have to hype it - this is valuable stuff, and NOBODY'S ever seen it - until now. This is the perfect pairing for Jeff's Product Launch Formula 2.0.
We've had the 2 biggest launches in IM history. Heck, every month we're open brings in more money than some of the other launches out there. We know this stuff.
Between Jeff's newest material and this 8 hour DVD set, there is absolutely no better resource on the planet if you're serious about doing launches for your own business.
And what I'm telling you is that you SHOULD get serious about doing launches in your business. That's what I've been talking about in all 3 parts of this series.
Event marketing is so powerful.
It's responsible for the success of every product StomperNet has produced and released since we started in 2006.
I hope I've shown you how Jeff's formulas have had an incredible impact on all my businesses, not just StomperNet. If you watched all of Jeff's videos, you've seen how these formulas have had a dramatic impact on teeny tiny niche businesses (like edible herbs) and all the way up through Mass Control and StomperNet.
And you know what? It'll go beyond that, too. This stuff is limited only by the creativity you can add to it. But even if you add nothing - even if you add no new twist whatsoever - this stuff still works. It works for any product, any service, any subscription - ANYTHING. Anything in ANY market.
And not only that, with a launch-style roll-out strategy, you can control not just your prospects' interest but those of the media, those of your promotional partners and MORE.
You see, by converting your roll-out strategy to focus on an EVENT instead of the product, you can promote the same event in different and specific ways to EVERYONE involved.
I *hinted* at this last time with the homework assignment.
Remember:
"What kinds of people would be interested in your event? Think outside the box here - don't just speculate about your audience, but think about other aspects that people might be interested in. Would your colleagues be interested? Your competitors? How about your vendors or suppliers?"
It's really wide open - the number of different "channels" that you can set up for your event are endless. The potential for profit and influence in your marketplace is limitless too.
Listen, Jeff's opening the cart tomorrow, and I'm sure there are going to be all kinds of scarcity plays getting thrown around, and all kinds of frenzy.
I mean, this is the Product Launch of Product Launches, by the guy who pretty much coined the phrase.
This is probably close to your last chance to go opt-in and check out all of Jeff's free videos. The blueprint one alone is worth more than any other copy-cat launch product any else has put out since the last release. Don't take my word about any of this stuff if you don't want to. It's always your choice.
But I hope you'll go check it out. I know how much this stuff has worked for me.
I'll talk to you again tomorrow! Until next time…
Keep Stomping,
~Andy Jenkins