After 3 amazing days at Jeff Walker’s live PLF 3 event speaking with entrepreneurs, I realized they all have a few things in common: passion about what they do, risk taking and a thirst to learn new ways to grow their business. What struck me the most in these conversations was the fact that many entrepreneurs can’t see the forest for the trees; they are too close to their own business and have narrowed their thinking about it, especially when it comes to joint venture partners.

This is so common it could be called Entrepreneurial Syndrome!

What I am talking about is thinking that JV’s for your business and launch must be a direct fit to your product. Take the case of the board game publisher I met. He told me that his problem was that other game publishers didn’t want to JV with him, do he didn’t know how he could do a JV product launch. Hmm, I immediately asked him if he had considered marketing to Moms or family friendly sites?

“Wow, I never thought of that,” he responded very excited that there really are possibilities for JV’s for his business. This is the same conversation [switch out industry and alternate JV partners] I had with a few others at the event. So I began to ponder the problem and the solution. It’s always easier to have clearer vision from the outside looking in.

It occurs to me that you could use your ideal prospect avatar to create a mindmap that will help illustrate alternate JV partners and industries you may not have considered. Of course you an always hire a product launch manager to help you uncover ideal JV’s.

Returning to the example of the game developer, it is not hard to see that his fellow publishers’ might see him as competition and not want to partner. It’s also worth noting that you can over saturate a market; if you keep offering the same things or category to the same list, especially if you aren’t adding prospects on a regular basis, it’s not hard to see how you can max out the sales opportunities at least in the short term.

Going to a new market such as moms or family friendly sites creates an opportunity to market to a fresh, untapped list. It may not be quite as targeted as a list of people who have already expressed an interest in board games by opting into a list, but with the right offer you will make sales and add the right customers to your list.

Call me a lazy entrepreneur, I always like to tap into the groundwork someone else has done – I recommend you do the same! Ask yourself, who is already talking to my market? Once you have identified them, go introduce yourself. Offer them some great free content. Remember you usually date before you propose marriage. You can let them know that one day you hope to be able to JV with them. Providing content is a great way to establish credibility with their list, so that when you do make an offer later, they recognize you as the expert who provided great content, you have credibility with them and  they are more apt to buy.

I created a mindmap and a video to help you see how you can use this to identify some of your potential JV’s.

Highlights from Jeff Walker’s PLF 3 Live Event

Jeff delivered the Awesome Sauce, as he likes to call it, at his live event this past weekend in Arizona, with the help of some of his successful entrepreneurial friends. Over 300 attendees got to hear from some of the most successful entrepreneurs such as: Joe Polish, Jeff Johnson, Clay Collins, Dean Graziosi, Chris Haddad, Don Crowther, Rich Sheffrin, Marie Forleo and Laura Roeder.

What was notable was that most of the experts spoke about using coaches and being in masterminds, and how valuable that has been for their business.

As a member of Jeff’s platinum product launch manager’s mastermind I would agree. Getting to spend time and learn from Jeff and my fellow platinum launch managers [plats] is inspiring and invaluable. Plus, my clients really win – I get to tap into their brain power and expertise for my launches!

I wanted to share with you some of the top highlights and tips from the event.

Having a bigger vision for your business, and for your life.

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From an unusually tame and pg rated Joe Polish:

Look through the corners…look to the exit and beyond.

The money is really in the relationship with the people you develop in your life.
I never approach someone with an agenda…or thoughts about money. The most important thing to protect is your reputation. Creating value. Anything in life that you fear…its going to control you so do more of it; like public speaking… do more of it. Constantly be thinking about how you can be helping other people. If I can help someone reach their bigger future, they will then help me [reciprocity]. Do so in a genuine way…so you are not expecting something back.

Joe bought Dan Kennedy a car, so that everyday when Dan gets into his car he thinks of Joe!
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Clay Collins

Even more delightful and down to earth than he comes across on video, I met Clay in the van coming from the airport and had a terrific chat with him. It was great to get to meet him; I have been on his list for awhile.

Clays pearls of wisdom included:

Turn greatest weakness, lack of a product, into greatest strength.

The biggest discovery of my marketing career…. If you do a presell correctly, you will actually have a much better conversion before you even create the product.

Clay walked us through his brilliant Presell Formula.

Customers who partner with you, buy from you. They actually believe, after giving you input on the product, believe the entire product is their idea.

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Rich Sheffrin

Key concept: Attention. Without it you can’t make a sale. Reward attention, capitalize on attention. How much attention you get on your prelaunch will be a big indicator for the launch.

To have a super successful launch you need to get attention. Sometjing different. New. Or piggyback on something……pros figure out new ways to get attention and flip triggers, create scarcity and create social proof. Amateurs do it the same as every one else.
Once you get attention. You have to keep attention.
Counter intuitive content [eat fat and get fit; spend less time at the office, get more done] look at social bookmark site for this kind of content.

An epiphany, an aha or a realization. It’s a very important part of the persuation process. Revelation is greater than explanation!!!!! If they figure it out its true, if you say it, its suspect.

New insight on a problem- that creates social capital

Social capital. You now become more interesting. You now have something to share with others.

UCP: unique connection point.

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Dean Graziosi

You can’t refund a client relationship.

Give people plateaus of success, not just the big win.

The best is if you can turn something you sell into a utility, so they can’t get it from anywhere else, and they wouldn’t be without it.

Dean shared with us how much he values his list. He spends a lot of time building a process that welcomes someone to his list including a personal phone call. His entire team is responsible for customer relationships. This approach reminds me of Zappos.com I just finished reading Delivering Happiness by Tony Hsieh, CEO of Zappos. A must read for all entrepreneurs.

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Marie Forleo and Laura Roeder

It was great to meet Marie in person; another expert who I have only met in my inbox prior to PLF 3 live.

Marie and Laura exemplify how being yourself, being real and having fun with your marketing will resonate with your audience and deliver great results. They created this fun and high energy video to sell a coaching program they were launching; the program sold out in no time and the video got some viral love. You can see it here:

http://marieforleo.com/2010/08/marie-jayz-real-dolla-dolla-bills-yo/

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Don Crowther

Great to see Don again. Last PLM live event, Don did an amazing, chockfull presentation on social media. I got to work on strategy for his recent launch at the event and led my team to a winning spot!

Stop teaching and start selling. Don’t be afraid to think big.

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Jeff Johnson

“Dude, don’t create new launch material – no one will remember it from last time!”

The less I talk about the product, the more money I make.

Telling people what to do increases conversions.

If you want to engage affiliates, its not enough to email them – pick up the phone and call them as well.

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Chris Haddad

Amazing copywriter [hey, he didn’t get the nickname Mr. Moneyfingers for nothing] and fellow platinum product launch manager, Chris delivered a fantastic presentation on copywriting and launches.

Law #2 – Specific results. What is the one specific result or outcome your market wants more than anything else in the world?

The more specific and FOCUSED you are in your promise, the more rabid your market becomes and the more of your stuff they’ll buy.

Flat sexy abs…not the ‘perfect body’

Even when you focus in narrowly, you will find your sales are even bigger.

Don’t give them something they don’t want, it overwhelms…

A high converting launch offer is Lean but Complete [gimme the protein baby]. Never have an up sell that should be in the main product. It should be fast [to learn info]

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Memorable quotes mentioned during PLF 3 live:

An offer is not an offer without a deadline. – Dan Kennedy

You want to enter the conversation already taking place in the prospect’s mind – not sure who to attribute this one to. I first heard it from Eben Pagan

You’ve seen it yourself. Even if you aren’t craving the latest Apple gadget, someone you know is. The media provides extensive coverage of each new product and its ensuing pre launch frenzy. How does Apple create such frenzy and sell so many [600,000 or more] units before a product is officially on the market, and do so on almost no advertising budget?  This video from Jeff Walker shows you how:

People often ask what a product launch is or how it works. The easiest way to describe it, is that a Product Launch is like a Hollywood movie release.

Here are my top 10 tactics that Hollywood uses to create blockbusters:

1. The Trailer

Months before a movie is released, trailers are shown in movie theaters.

2. The Teaser
Build intrigue by releasing a preview.

3. Focus Groups
Screen the movie and gather audience reactions and feedback. Edit movie to reflect audience preference.

4. Show the Best Scenes from the Movie
Trailers highlight the best and most compelling content.

5.  Distribution Partners
Initially movie theaters, then tv and cable networks and retail and online stores.

6. Social proof
Movie reviews by media outlets and customers; Academy award nominations.

7. Exclusivity – Limited release/ distribution
Movies only show in certain theaters and selected markets.

8. Sense of Urgency/Scarcity
Limited engagement/time in theaters.

9. Build an Empire
Movies are made into DVDs and related merchandise such as T shirts, games, etc… Studios create movie sequels or trilogies.

10. Repackage
Movies are made into DVDs, Soundtracks CDs, Director’s Cut Bonus DVDs…

Check back soon. Next I am going to post about how you can implement these in your own business. The great news is that these tactics work for anything; a product, service, coaching program, book… They can also be done on budgets much smaller than Hollywood movies use, and are also a lot less costly than traditional advertising.

The PLM Summit really heated up, even though yesterday I wouldn’t have thought possible! Today’s speakers included master connector Larry Benet and Don Crowther, who I have know online for years and just recently got to meet in person at another conference.   They were followed by Jay Abraham and Eben Pagan, unscripted, in a conversation with Jeff.

Wow. It was great to get to hear Jay Abraham. I have never seen him present. He offered brilliant strategies for helping a client expand their brand and grow the business beyond a product launch. It really inspired my thinking about client work and how to help them better.

We did some more work on the launch competition and my team really hit their stride. I am proud to say that I led them to win, beating out 15 other launch management teams!

I am very excited to have been at the summit. Take aways are that Jeff attracts really smart, creative people who are willing to share their brilliance and enjoy working together. Its an international group.  I look forward to working together with a number of the people I met in LA.