Yeah yeah – I know. I’m a little late on reporting this one! Actually, I wasn’t even gonna do my Product Launch Formula Step by Step Breakdown at all this time.
But something unexpected happened today (and NO, I’m not gonna tell what…)
So I’m gonna breakdown ole Jeff Walker’s Product Launch Formula 3.0 a little different this time.
Let’s start with a quick summary of the past emails I’ve received from him:
On Thu,
warning (you asked for it)
The headline starts with “warning” to grab your attention. The “you asked for it” is a very subtle reluctant hero play. It creates an interesting mindset where Jeff prepares you to receive news that you supposedly asked for even though you may not want to hear the truth of the message. He hesitates by using the reluctant hero play to position himself as the “good guy” that’s only giving you what you asked for. Jeff uses and teaches the reluctant hero play a lot. This particular use is the most subtle I’ve seen so far.
OK, a couple of weeks ago I sent you an email
asking if you were interested in me creating a
free report or video about what's REALLY going on
behind the scenes in the big "guru product
launches"...
Brief intro to the rest of the email.
Well, I can't remember the last time I got such a huge response to an email - there were hundreds of responses. And 99% of them sad "YES"...
Classic use of social proof i.e. “there were hundreds of responses. And 99% of them “sad” (misspelled said) “YES”…The misspell could have been a mistake or done on purpose to make Jeff look more like a normal guy that makes mistakes every once in a while.
So it took a while to pull together, but it's
ready.
But REMEMBER, it's not all beauty and grace behind the scenes... which is the reason for my "warning" label:
http://www.productlaunchformula.com
NOTE: since we're moving to a new system, you'regoing to have to opt-in again. But don't worry,
you won't get multiple copies from me every time I send an email.
best regards,
Jeff
P.S. Wait until you hear about the "Launch Echo"
and the actual "Product Launch Math" - where I talk about what all those crazy numbers mean in terms of bottom line profits. Here's the link:
Look out folks. He’s gonna talk about “all those crazy numbers!”
Alright, so for all I know Jeff Walker’s son could have written that email. It was pretty standard stuff with an intro, body and conclusion “call to action” setup. It served its purpose to get my attention and let me know that the “shot across the bow” has officially been fired. Now only 3 days later (Sun,
the launch echo + "not boring" math...
This email was simply just a reminder that I should run on over and watch Jeff’s video found here:
http://www.productlaunchformula.com
So I did.
I watched the whole thing and wanted to point out a very interesting detail I’ve uncovered with this particular launch for Product Launch Formula 3.0. So check this out:
Up to this point, Jeff Walker has only focused on the “tiny little niches” that crushed launches in the past. He’s given us bucketloads of examples of niches that most of the world’s population has never heard of. I think back to Jane so-and-so and the Dressage market…That dude, Jon Gallagher that made herbal boardwalk games. Who else? When I went to the InfoSummit last November, he put a ton of niche examples on the screen to showcase.
So what’s so special and intriguing from this launch?
The intro line to his video was (I’m paraphrasing), “Hey folks. Jeff here…In the past I’ve talked about all the great success stories in niche markets and purposely didn’t focus on the ‘Big Guru Launches’…BUT the more I avoid talking about them, the more people ask…”
This is great stuff! He’s taking a totally different perspective on this launch by going into the “Big Guru Launches” and the million bazillion dollars they supposedly generate. Now why am I so intrigued about this?
I care more about the new trend that’s occurring here then the details. So why would Jeff reluctantly-hero-focus on all the big launches now? Here’s one explanation: His fan base is sick of hearing about all the obscure niche successes his students have achieved and he’s losing credibility on that front. Due to a potential credibility loss, Jeff may have found that focusing on all the “James Bond” fairy tale stories about the big launch dudes might provide his list with a fresh perspective. If that’s the case, the legacy or outcome of Jeff’s market hasn’t changed at all. His perspective and angle is what’s shifted. In the past, he’s tried very hard to paint the image of, “Hi. I’m a lot like you” and hid behind his immense success by only claiming that average “Joes” just like him could pull off launches in their niches. The main disconnect to that approach is that Jeff Walker is NOT just like you and me. He’s not average at all. He’s extremely talented, successful and brilliant. I think back to Frank Kern’s “Core Influence” work where he shares the story of the man on stage that says the right things, has perfect timing and when he closes something inside of you says, “Ehhhhhh. Nahhh. I ain’t gonna buy from him.”
“Why?” you ask.
Because inside that guy’s head he’s thinking, “I can’t wait to get off this goddamn stage…Just buy my shit! When I get back to my room, I’m gonna call that ‘Asian Escort’ place, sip on some whiskey and have a helluva time!”
That’s called Core to Core disconnect. He ain’t practicing what he’s preaching and your subconscious picks up on it and decides not to buy his shit.
Well, I have news for ya: Mr. Jeff Walker and all his buddies suffer from this very same disconnect. They try and pretend they’re normal people, just like you and me, but they ain’t. They can never be. This may be why Jeff has taken a new perspective to this launch in particular. He’s goin’ straight to his roots and is going to share “The Good, the Bad, and the Ugly” of all the gazillion dollar launches.
I could go on forever but I’m gonna cut it short here. Like I said, I had no intention to cover Jeff’s launch until a mysterious email entered my gmail account this morning. The most important highlight of this launch is Jeff’s shift from showcasing his niche work to the Guru Launch work. I’m excited to see where he’s going with this new take on 3.0 and expect to see another stellar launch. I will keep you posted.
