Oliver
Olsen
Product Launch Manager
So you need a Product Launch
Manager...
If so, you probably also need a direct response copywriter and JV
manager. Great! You're in the right place.
Read on to find out exactly what I can do for you. But
first...here’s a video on the pricing of a launch....your expenses and your
expected net income.
Click here
to download your own
spreadsheet, so you
can crunch the numbers yourself!
Ok, let’s take a look at what I can do for
you…
When you get me, you actually get three things:
- direct response copywriter
- jv manager
- product launch manager
Direct Response
Copywriter
The product launch strategy plays out in the email sequence. I think
it would be very cumbersome to have PLM who was not writing the copy. Just think how that
would play given a launch is not a fixed sales funnel. It’s a conversation with the list. If
the strategist has to communicate his ideas to the copywriter, then pass the copy back and
forth until he gets what he wants the effect is diluted. As you may know, Jeff Walker writes
all his own copy.
JV
Manager
This starts on the first day you hire me. You may have some
partners already, but this is a numbers game. You’ll need to launch to X number of
prospects to reach your sales targets. That means creating relationships with a specific
number of JVs. The amount of work here will depend on your market, list size, offer, and
assets. These relationships are the pot of gold in terms of wealth-building
online. They are quite likely far more valuable than all the money you make in your
first year of launches. It is important to get clear at the very beginning just how
lucrative these relationships are in the long run. Any sort of short-term thinking in
this area will undermine the achievement of your overall goals.
My job as a JV manager is to help you attract and deepen these
relationships. It is easy to be fooled into believing that you have a ton of support for your
launch. Every business owner who has done launches has a story about the big one that
got away because his partners did not mail to their list - when they said they would. Again,
this is a numbers game – we must be prepared that many who say they will promote you, will
not follow through…but there will be others that do, enabling you to reach your targets - as
long as you have not put all your efforts into just a handful of JVs. A rule of thumb is to
expect that only 3 out of 20 partners will actually support you when the big day
arrives.
JV partners are not affiliates. We don’t communicate with JVs via mass
email or autoresponder. Email is actually the worst way to open an introduction. In fact,
depending on the market, you may need to create a relationship with someone further down the
trough…merely to put yourself in line for a proper introduction.
As a JV Manager, I will:
· Research and list viable JV partners
· Strategize on the most effective way to build a relationship with
them
· Assist you in the creation of freebies and products that can be
given to the JV to giveaway or sell to their list. (We do something for them before asking for
their support.)
· Create a presentation (videos, resources page) to garner their
genuine interest in your products via proof of conversions, support materials, and creative payout
structures. (This applies to the affiliates too).
· Launch to them for the JV launch; rally and push for their
support.
Product Launch
Manager
The thing you want to look out for in a Product Launch Manager is
someone who merely recites Product Launch Formula to the team. Anyone can do
this. Anyone can follow a launch, swipe the copy, and copy the landing
pages. Here’s what I think is the job of good PLM and what you can expect from
me:
Phase 1 – Set
Goals
· I will help you get clear on your goals – where
do you want to end up?
· Research and discuss feasibility - keyword and market
analysis.
· Create budget and make conservative projections based on market,
list size / growth / jv relationships / keyword analysis / current assets.
Phase 2 - Get you
launch ready
· Optimize your list build – put up various squeeze pages – all of
them A / B tested to ratchet up conversions on your opt-ins. Set up and configure lists and
sublists where necessary.
· Increase your traffic. If you sign with me, you get the full
benefit of my Traffic Geyser account, which publishes your content in every corner of the web with
the press of a button.
· Optimize your offer – through competitor analysis and surveys of
your prospects, I will ensure you open with an absolutely crushing offer.
· Your positioning – correct positioning comes from knowing what
story the prospect is playing in their mind. I don’t guess. I'll jump into forums
and interact with them – find out their problems and desires. I’ll warm the list into
conversation with you via surveys, teleseminars and blog posts so that we are clear on
their objections, problems, desires. Again, no guessing here, no assumptions. Choosing a
position will also serve to inform decisions on logo, design, and product name.
· Assist you with the creation of pre-launch content, viral
products, bonuses, jv content, blog setup and configuration, and create original
squeeze / landing pages.
· Optimize your social networking presence and funnel. Used as
a traffic funnel and a way to gain market intelligence.
· Install testimonial generator.
· Tech
i) manage the creation of all web pages. Much of this I can do
myself – depending on the volume, this may be delegated to the team or
outsourced.
ii) tracking for traffic flow - we want to know from whence they
came.
iii) manage the installation and testing of affiliate tracking with a
backup system in case of tracking failure / dispute.
iv) manage the installation and testing of payment
processing. Includes phone calls and heads up notices with merchant account, Paypal, and
the server.
v) manage
set-up of a customer service solution.
· Begin JV sequence – create list of JVs to romance -- in line for
the JV launch. Build these relationships via tangible reciprocity plays.
· Formulate entire launch strategy - a number of strategies and
tactics come to play here, depending on your market, your offer, positioning and price. Some
launches are announced as launches…others are positioned as invitations to free content /
events. In this case, prospects may not even know it’s a launch until they are deep inside
it. But again, there’s no guessing here – no brilliant moves – product launch marketing
enables us to hear directly from our prospects and this enables us to formulate a winning strategy
to convert them.
Phase 3 -
Pre-Launch
· Begin email sequence – drive traffic to the content, stimulate
conversation to generate social proof. Respond to objections via email sequence and create
further content where necessary to knock down objections. Over 20 sales triggers are
pulled during pre-launch.
· If this is a JV launch then JVs will receive ‘done for them’ email
copy to mail to their lists and various other incentives to promote. (If the launch dovetails
into an affiliate program -- or if one has already been running -- affiliates will receive
banners, keyword lists, copy, training and incentives – prizes, tiered commissions
etc.)
Phase 4 –
Launch
· Shopping cart opens. Continue to pull triggers via email
sequence. Release more content. Possibly add a bonus. Introduce multi-pay
option. Close cart. Possibly do quick re-open.
· Run JV contests: prizes and leaderboard to further motivate them
to promote.
Phase 5 – Post
Launch
· Run stick strategy to reduce refund rate.
· Compile all stats and submit report.
98%
of what you read above I will be handling personally. Other PLMs will outsource many of
these tasks and that’s fine…just be sure you know what they will do vs. outsource because they will
expect you to pay the outsource expenses. Pretty much the only time I outsource is when the
workload is impossible given the timeline. This is something we decide together. I will
have a tech professional check my work re: affiliate tracking, payment processing and server
load. This is prudent practice no matter who does the initial configuration. An
oversight or miscalculation here could kill your launch.
If you need specialized
graphics – these should be done by a designer. For all other design that only need be simple
yet attractive, i.e. web and landing pages, headers etc. – I will do all
this.
Payment
My payment is a fee + commission.
If you have a list of at
least 5000 and intend to do an internal launch and then a JV launch, the fee is $5000 + 10% of
the gross sales calculated and paid after the 30-day return period. Actual fee will depend on
an assessment of your list responsiveness, market, and offer.
The fee covers:
1) Sales copy:
- email sequence for launch
- email sequence for JVs
- swipe emails for JVs
- short copy for squeeze pages (including video scripts, if necessary)
- sales letter
2) Launch strategy + management of:
- Internal launch
- JV launch
3) Attract
and recruit JVs and Affiliates for JV launch
4) Most of what is outlined in Phases 1 to 5
above. The specifics will be listed and agreed upon before we begin, including exactly
what needs to be outsourced.
For subsequent launches that I manage, I will be paid strictly on
commission. i.e. no further fees due. If we decide to part ways after the JV launch
and you continue to use my email and sales letter copy, I will be paid 5% of the gross for
one launch with an agreed minimum amount due.
Commission payouts for rolling launches and continuity programs are assessed on a case-by-case
basis. Generally there is a time limit and / or cap on amount collected by
me.
For lists with less
than 5000 names:
The fee increases depending on how much the list needs to grow in
order to achieve your goals. A number of factors are assessed here: What are your
present JV relationships? What is your list used to paying? Why did they opt-in to
the list? How old is the list? How warm is your relationship with them?
etc.
In cases where the list needs to grow, we add an extra phase in
the product launch process to sufficiently grow the list for an Internal
launch. This is a mix of social networking, pay-per click advertising, SEO and early JV
partnerships (the fastest method).
It will also entail
assisting you in the creation of products that self liquidate to grow your list.
If we are beginning the process with a small or unresponsive list
and zero JV relationships and your goal is an Internal launch, then a JV launch, an
estimate would be a $10,000 up front fee + 10% of gross sales after the 30 day refund
period.
Each project is assessed on a case-by-case basis.
The
Team
I am happy to work with
your team or we can mix it up with my team. I do not have permanent staff, save for my
assistant. I have a number of people I use for outsourcing tasks where
necessary.
Their job is simply to alleviate workload from me, as I am able to
perform all of the tasks necessary for a launch, including much of the tech. The amount
of outsourcing will depend on the timeline. Being able to perform all these tasks makes
me an excellent manager (in addition to being a cool guy who knows how to have a happy and
productive team) – as I am acutely aware of what needs to be done, how long it should take,
and what the cost should be.
Guarantee
I make no guarantee of conversion rates. My guarantee is that I
work on commission. Given the lion’s share of my income comes from commission – this in
itself ensures my best work. My product launch business sinks or swims based on previous
conversions so you can bet my motivation to convert at the highest level is
sufficient.
As well, I will not take on projects that are not clearly win /
win scenarios for you and me. This is determined when we look at your goals and crunch
the numbers based on market research, list size, and offer. With conservative
calculations, we look at the data together and decide if this is a win / win
scenario. In my opinion, that is much more comforting than a flat out
guarantee.
Going
forward…
In order to give you a proposal specific to your needs, I will need
the following information. After I receive your answers, you can choose one of the
options:
1. A free 30-minute phone call where I give you my verbal
assessment. I suggest recording of the call. Or…
2. A written proposal with my specific suggestions on how I think it
best you move forward to do a launch. This will include strategy, tactics, and
resources. Cost: $500.00
If you decide to hire me as your Product Launch Manager, the $500 will
be deducted from the up-front fee and we will both sign a simple contract provided by
me. The contract states the up front fee, commission structure, list of deliverables,
responsibilities of both parties and exit clauses.
Here are the questions. Skip ones that don’t apply.
Click here to download a word document of the following
questions.
- Please describe your project
- Is the product completely finished and ready to go to market?
- If not, how soon will it be ready?
- What is the product?
- What are all the product deliverables?
- Are these deliverables ready for market?
- Are there upsells / downsells? Please explain.
- If there is continuity, please explain.
- What is the price point? (give a range) Payment plan?
- Have you done any price testing?
- Has it sold before?
- What were the results?
- Do you have testimonials or case studies?
- Do you have a list?
- Where is the list hosted? (Aweber? ListHost Pro? etc.)
- How many on the list?
- What did they opt-in for?
- What % are buyers?
- What price point are they used to paying?
- How responsive are they? (Open and click through rates)
- How often do they receive mail from you?
- What % of time are they being sold something?
- Do you have JV partners?
- How have they supported you in the past?
- How have you supported them?
- What other assets do you have?
-
content
-
professional relationships
- blog
- search
engine rankings
- team
members (check ones you have)
-
tech person
-
video person
-
web person
-
graphics person
-
seo person
-
ppc person
-
social networker
-
assistant
-
other
- Check off the following that you already have installed:
- Survey
Monkey (or other survey interface)
-
Hosting
- S3 or
other bulk hosting
-
Cloudfront or other CDN network
- Shopping
cart
-
Affiliate tracking
- List
host (Aweber? etc.)
-
GoToWebinar
-
Other
- What is your social networking presence at this point? Number
of followers / friends / connections.
- Please list web addresses of current websites, blogs, landing
pages, and social network profiles relevant to this project.
- Please add any other information you feel would help me help
you.
Links for more information...
Click here to see the Product Launch Performance blog. It's the best place to get more
information about launches and how they can be used to maximize your profits and meet the
challenges in your business, including list building and finding joint
venture partners.
Click here to see testimonials.
Now, if you still want to see more (and have nothing else to do this
Friday night), here’s a close up look at a launch I did. It’s 8 videos (don’t groan) – of
particular interest to you may be video #4 and #5 which get into the meat of the email
sequence. Product launch case study.
Click here to see some samples of my copywriting, squeeze and landing pages.
Click here to see some product launch stats.
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