Professional Documents
Culture Documents
Sideways Sales Letter - instead of having a 30 page sales letter, turn it sideways, and
deliver it over 30 days
o Story / event-based/ anticipation / authority/ social proof / scarcity
Sequences
o Prelaunch: ask for comments. Ask for feedback. See objections. Offer to
solve a problem, and prove you have before. Give free line high-value
content. Talk about the product you are developing and what youll offer
o Launch
o Partner sequence: emails that go to affiliate and J.V. partners,
encouraging them to promote your launch
Its a CONVERSATION
o Get the offer right
o Answer objections
o Mental triggers (social proof, authority, community, scarcity, anticipation,
reciprocity, etc.)
4. Why?
You are set-up for your next launch, and it will probably be bigger (stacking)
5. Always sell something that people want; the way you figure out what people want is
from the interaction in the launch.
6. Your Product Launch:
Make it event-based
Dont rely on one piece of marketing. Use a pre-launch sequence (video, audio, blog
posts, email) and a launch sequence
Use the mental triggers (especially authority, social proof, scarcity, reciprocity, and
anticipation)