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How to create a product launch marketing plan or campaign. Hey, in 2020, during all the pandemic, I actually only spent ads for my funnels, my products. I only spent money on ads probably 2 of the 12 months. What I'm gonna teach you in this video is how I was able to continue our 8-figure business and growth during a crazy pandemic but then also how you can model this on your own products. Let's dive in. Okay to start off, what is a campaign? Before I come and tell you what these 3 things are, I also want you to see what a campaign actually is. So, I bring this example up several times but think about how Hollywood produces and announces one of their products or movies. They go out and they say, hey look, we got this cool movie coming out, but they say it way in advance and I'm gonna talk about that just a little bit more. But I want you to no longer think that a campaign is a Facebook ad. It is my belief that honestly platforms like YouTube and Facebook are destroying the word "campaign" 'cause a campaign does not mean money. It means attention. Campaigns are nothing more than cashable attention and so all I'm gonna do is I'm gonna go all out, I'm gonna go to the marketplace and I'm gonna do things that get attention that's cashable. Attention that directs people towards my products and my services. So, that being said, I want to walk you guys through 3 of the most baby steps that I do anytime I put a marketing campaign together. Alright before you can ever create a campaign, the first thing you have to do is you have to sit back and ask yourself how is it that my customers, my dream customers, my future customers, how is it that they give their attention in the first place? They're already giving themselves... they're giving their attention to things already. The reason I bring this up is you have to understand that the human brain is fascinating, it's amazing but, there's habits and habits are the most expensive things to change. So if you're gonna go out and you're gonna say hey, look, I need to go and I got this brand new product, I have this brand new amazing thing that no one's ever seen before, that's really cool, but what you don't wanna do is take you brand new amazing product and create a brand new amazing method to deliver the sales message. So, what we're gonna do first is you're gonna go to your customers and you're gonna ask your customers and observe. Observing your customers, hey customers, how is it that you like to give your attention already? What platforms do you like to go to? What are the stories that cause action? What are the products that you're already pulling your wallet out for? And this is a big piece to understand because it means like, think about it this way. Alright, whenever you go and look at your offer, your offer needs to be new and different. You're making something that is really exciting, you're putting an offer together that no one's really seen before. It's a lot of newness, right? But when it comes to campaigns and getting people's attention, we want steady, we want proven. We don't want you going out and trying to invent ways to get the attention of those that you're trying to sell. Again, think about how Hollywood launches a product. It's the same product every single time. Same model every single time, okay? They go out and they got these like, 12 months in advance previews and 6 months in advance previews and then 3 months later, there's a new preview and a 3 days before the actual box office weekend, all the actors go on tour to all the nighttime shows, right? It's the same model. They do that every single- it's rinse and repeat. It's proven. Now, although the movie is different, a movie... the theme is different, the plot's different, it kind of feels the same after a while, right, but the way they go to market and the way they actually collect cash from the market place is the same every single time. So that's what you're trying to figure out here. You wanna go and ask, number 1, if I'm gonna put a campaign together, what are the platforms that they already go to, my dream customer? What are the stories that they already like? What are the products that they already pull their wallet out for? And as much as possible, you're trying to use that as a roadmap so that it takes a lot of the guesswork out and you don't have to gamble with your dollars on whether or not your campaigns or your products are actually gonna sell. Alright, step number 2, now that you know a little bit of the roadmap of how they're already behaving and how they're already buying, it's time for you to figure out how you stand on the information that you've actually put together. One of my favorite stories, I think it was in the 1850's, I think it was 1852. I love P.T. Barnum, awesome guy. There was a guy though who paid this sculptor to sculpt a giant, it's a true story. He sculpted this giant and he put this big giant together and he had his artist of sorts come in and try to weather it and they used these metal needles to start stabbing this sculpture. And then what they did is they buried the massive giant statue of a man in his farm field. They buried it there and then he waited 1 year. He hires to this guy, so this is a farmer, this is all a true story. He hires this farmer, I'm sorry, the farmer hires a well... well-digging. He's like hey, why don't you come over ? I want you to dig a well in this location and you know what? Dig right... no, not there, right there. And he has the guy dig right where the giant was buried a year in advance and he dug and he dug and he dug and he dug and this dude finds this giant. He says oh my gosh, there's a massive giant sculpture inside your land, this is so crazy and the guy was like don't touch it. And he had the guy go put this big tent around it and he charged the equivalent of like $5 per visit and after a few weeks had gone by, he doubled the price and all these people came just hauling in to see this massive giant that is buried there and all these historians were like that's clearly . So, I bring this up because P.T. Barnum saw this and he was like I wanna buy that from you for, I think $50,000. I think it was our time of their money. Anyway, the guy said no and so he knew it was a so P.T. Barnum went and created his own version and he had a guy go create a giant statue replica. This is in the museum. In fact, I think I've seen it in the mall in New York. I remember in Manhattan. So, he creates his own version of the giant and says I have the real giant, that's , when clearly both giants are . Well, the original farmer takes P.T. Barnum to court and says this guy's saying his is the real one and mine's the real one and the judge looked at him and said if you can swear that yours is also real, then you actually have a case here, and the guy just backed away. He just like... Now, I bring that up for an interesting point. I'm not telling you to lie, I'm not telling you to trick or whatever, but this next principle is very, very key because you have 2 options as a marketer and P.T. Barnum definitely understood this. Your first option is that you can create noise or you can align with noise. So, you got 2 options. You can either create noise and create attention, and a lot of our world says right ocean, blue ocean, right? You've probably heard that phrase before. I'm gonna create a blue ocean. The problem with creating a blue ocean is that you have to create a blue ocean. It's the equivalent of building a mall just so you can have a place to sell, that's hard. And I'll tell you, that's actually big E entrepreneurship. That's like big boy entrepreneur, that's big, okay? And most of you, you're just here to make some extra cash. You just want to make as much money as you need in your 9 to 5, right? That's it. Don't go to that model, okay? Creating attention? Hey, I built a mall so that I have a shop. Oh my gosh, I have to change all of your behaviors so that you actually go to my shop. That's a hard thing to do. The other model is to do what P.T. Barnum did which is to align with noise. Whenever there's attention, whenever there's noise that pops up, what you're really doing is you're saying hey, there's a piece of noise that's happening right now, can I align with it. P.T. Barnum answered this by creating his own giant off of the clearly giant, right? But think about what's happening for you right now at the marketplace. There are things that are going on that people are like oh, there's all this stuff happening and you can align with it. You can align with news stories, you can align with things that are happening out in the world, you can align with different product launches that are going on. One of my favorite things to align with and create campaigns around are other bigger players events. I have my own smaller event across the street the day before theirs. Does that make sense? That I'm aligning with their efforts. That is more small E entrepreneurship, okay? You can make millions of dollars like this and a lot of people who just want to go in. I gotta create a blue ocean. Don't do this model. Don't do it, it's hard. You gotta be a master, you gotta have A level skills. You can have Z level skills in this one and still make millions of dollars by aligning with people who have already done this piece of it. Hey before I sow you the easiest way to make your campaign actually worth it, guys, click the subscribe button. Click the like button. Actually click the little bell. We put videos out every single weekday and we'd love to get them in your hands. You guys have noticed that I am obsessed with rich, dead guy marketer stories. They're my favorite stories. They didn't have the internet and they still sold millions of dollars. Woah. The internet can be a crutch. I'd like to know in the comments down below what is your favorite rich, dead guy marketing story pre-internet. Alright, now that you know more about your customer, you know hey, I'm gonna create a noise and we're gonna align with it. The 3rd piece is to really start telling the marketplace when your thing is available, right? Much like P.T. Barnum, he would often say like, my thing is available but it's coming soon and it's only available for 1 week. He was famous for saying those kinds of things. And you want to be kind of similar. Treat your launch, treat your campaign like a holiday. Holiday's aren't always available, right? It's not al ways your birthday. There's a specific date, time and location. The date is like hey, this is the day that it's available and this is the week that it's available. Time, even though Christmas is coming up or whatever, you still don't tend to celebrate Christmas as soon as you wake up or go to sleep, you know what I mean? There's actually a cut-off time and when midnight strikes, it's over. And then location. There's a certain spot people fly, they go somewhere, especially if it's a big holiday. You want to treat your launch something similar. Hey everyone in the marketplace, my thing is now available and it's gonna be on, I don't know, I'm just making it up, March 12th and it's only available for 1 week and here is the time, it's 9am mountain time and the location is blah, blah, blah.com and the availability is actually... we're only making it available for pre-sales for 1 week but it's at that time. And what you start doing is you start creating pressure. I call it pressure, it's good pressure. And it's the type of pressure that builds up, let's say like in a pressure pot, and I'm gonna build that pressure, build that pressure and all I do is I keep saying here's the date, time, location and availability, okay? Date, time, location, availability and build pressure, we build pressure, build pressure and then as things get closer, bam! All that pressure releases through the keyhole of your order page. And that right there has been one of the best ways we've made quite a bit of money with campaigns on the internet and we just do it over and over and over again. I can do that without ads. Now, I'm not saying to not do ads. I'm not saying don't do them. I'm saying that if you don't have money and that you don't have a budget, this stuff, you can totally pull off without money. That's how I started. I was broke. I bootstrapped the whole thing, but man, I can align with other people, I can give a date, time, location and availability. I can figure out how people already like to purchase and just do the same thing. Hey guys, I got a cool gift for you here. We actually are doing an event specifically about offer launching. Offer launching is its own skill set, its own art. Entrepreneurship is totally dead by the time you get to this point and it's not an entrepreneurship event. What we're doing is a marketing event. How can we do this in a very simple way so you can routine and reliable traffic for your products. So go to offerlaunch.com, it is a live event and we're excited to have you.