【ローンチ】この本を読み「億」を稼ぎました【商品販売 × 心理学】
- ストーリーを語ることで記憶に残る：If you want to make your business and your marketing memorable, then your marketing needs to tell a story.
- 売り込むと売れないので、相手と対話をする：It's easier to tune you out when you start shouting at them, “Buy my stuff, buy my stuff, BUY MY STUFF!” So instead of shouting at your prospects, what if you engaged them in a conversation?
- お客さんを「共同の商品作成者」にする：People will support the things they help create. So if you can get people engaged and make them feel that they’re part of the process—possibly even that they’re almost co-creators
- 相手の脳内で起こっている会話に参加する：There is an old saying in the direct marketing world: “You want to enter the conversation that’s already taking place in your prospect’s mind.” The responses you get to a survey give you a shortcut to entering that conversation. It’s hard to overstate just how powerful this is.
- 最初はコンサルを売り、徐々に仕組み化 (商品化)する：After a few launches, Barry stopped offering individual coaching calls for the people who signed up. That meant he took another big step up in terms of leveraging his time. He reduced his price to $997 when he did this, but it meant that each additional sale took absolutely no extra time to fulfill.
- 相手が何にお金を払うか確かめる方法：“How can I figure out what their objections are to this product?” This one is easy. I was just outright asking them to tell me their objections in the survey. No, I didn’t use the word objections, because people don’t think in those terms. But by indicating their “top two questions,” they would tell me what their objections were.
- 読者の心と繋がるには、日常の発信が大切：Lots of times I’ll go to a conference and people will come up to me (people I’ve never met) and start talking to me like I’m a long-lost friend. Sometimes I’ll wonder if they actually ARE an old friend I’ve somehow forgotten. And that’s a GOOD THING, because I want my readers to feel like they have a personal connection with me.
- 1) Authority（権威性）
- 2) Reciprocity（返報性）
- 3) Trust（信頼）
- 4) Anticipation（期待）
- 5) Likability（好意）
- 6) Events and Ritual（イベントや儀式）
- 7) Community（コミュニティ）
- 8) Scarcity（限定性）
- 9) Social Proof（皆で一緒に動く）
You need to focus on the end benefit that your product will create for your prospect. At the most basic level, you are either taking away some pain from your client, or you’re delivering some pleasure.
If you look at why people don’t buy from you, 1) the first and most common reason is that they’re not interested in what you’re selling. 2) The second reason people don’t buy is that they don’t have the money.
3) The third reason people don’t buy is that they don’t believe your claims about how great your product is. 4) A fourth reason is that although they believe you’re right about the product and that it actually does work, they don’t believe it will work for them.
you will treat the two lists differently. You want to maintain a great relationship with both, but if you’re going to spend extra time and effort on your list relationship, then the place to spend it is on your buyer list.
“Subscribe to my newsletter.” That’s not a very powerful way to convert your site visitors into email subscribers, so you might get only 3 percent of your visitors to subscribe to your list. That means that each visitor is worth 36 cents to you in the next year. This is how the math goes: Since each subscriber is worth $12 per year and 3 percent of your visitors subscribe, it’s a matter of simple multiplication. In this case, 0.03 x $12 = $0.36. Now let’s say you do have a squeeze page. You are forcing your visitors to make a choice—either subscribe to your email list or leave your site. With a squeeze page, you’re very likely to get a higher rate of conversion to your list.
- Pre-Prelaunch: This is where you begin. You use it to start building anticipation among your most loyal fans. The Pre-Prelaunch is also used to judge how receptive the market will be to your offer and to figure out some of the primary objections people will have. Surprisingly enough, the Pre-Prelaunch can even be used to tweak your final offer.
- Prelaunch: This is the heart and soul of your sequencing, where you gradually romance your market with three pieces of high-value Prelaunch Content. You use your Prelaunch to activate mental triggers such as authority, social proof, community, anticipation, and reciprocity, and you do all that while answering the objections of your market. Typically, you release your Prelaunch Content over a period of 5 to 12 days. The format for that content can vary widely, from videos to podcasts to email to written PDF reports to webinars to live broadcasts.
- Open Cart: This is the big day you’ve been building up to, the day you actually send the offer for your product or service out into the world and start taking orders. I call this “Open Cart” because you’re “opening the shopping cart.” Your launch is actually a sequence as well, and a very powerful one at that. It starts with the email that basically says, “We’re open, you can finally buy now,” and continues for a finite amount of time, usually anywhere from 24 hours to seven days, when you finally shut it down.
- Post-Launch: This is the cleanup sequence, where you follow up with both your new clients and the prospects who didn’t buy from you. The Post-Launch isn’t as exciting as the other sequences, but it’s important because that’s where you deliver value and build your brand. And if you do it right, the Post-Launch starts to set up your next launch.
I started this Pre-Pre with a simple email that I sent out to my list. This is what was in the email:
EMAIL SUBJECT: Quick announcement and a favor...
Jeff Walker here. We’ll be sending your Trading Update in just a little bit. But first I need to ask you a favor. We’re really close to wrapping up our long-awaited trading manual. We will be releasing it in early January.
But before we do, I have to ask you a couple of questions. Can you help us out? You can answer the questions here (and get a little more detail on the trading manual) at this link: www.example.com Thanks and best regards, Jeff
Here’s a general recipe that works well for PLC #1: Show the opportunity. Show/tell your prospect how their life is going to change with your product. Position your authority. Show/tell why they should listen to you. Teach. It’s important not to just go on and on about the opportunity; you have to deliver value. Raise objections and either answer them or promise to answer them in upcoming videos. No matter what your offer is, there will be objections. You need to face them head on. Foreshadow PLC #2. Let them know there’s another video coming, and spark their desire by revealing some of the really cool stuff they’re going to learn in PLC #2. Call to action. Ask for a comment on your Prelaunch pages or in social media.