A Launch Like No Other
Last week Rich Schefren spent 26 hours live on upstream TV to promote his latest free report, The Uncertainty Syndrome and his new G.P.S, (Guided Profit System) coaching program. In this article I will analyse some of his marketing tactics that he has adopted for this launch, and briefly summarise the main points in the report.
A Viral Master Who Can Predict The Future
Rich is a master of Viral Marketing and his previous reports like The Internet Business Manifesto and Attention Age Doctrine have become landmarks in the online marketing world as he carefully analysed and pinpointed the trends and shifts in the rapidly changing online world, and the steps businesses need to take in order to respond and adapt or find themselves left behind.
Timing Is Everything
Rich has left enough time for the recent Stompernet launch to quiet down giving him the platform to grab everyone’s attention. With so many people jaded by the constant stream of product launches his 26 hour Marathon was something a bit different that made him stand head and shoulders above the crowd.
Build The Excitement
His report went live at 12.00noon EST, He used a countdown timer on his Blog to build anticipation and anyone who follows him on Twitter will have seen his tweets that were intended to tease and titilate us and get us in the right mindset to consume his next offering. His friends at Stompernet also mailed to their list so you can be sure that anyone who has expressed an interest were well primed about this report.
Over Deliver On Bonuses And Create An Irresistible Offer
Rich has been using Mike Filsaimes strategy for virally spreading his report. By offering free bonuses for each friend you invite. He is making an irresistible offer to get people to tell their friends.
On Opening the report you are faced with a 3 page introduction from marketing heavyweight Jay Abraham. Rich has always been an advocate of piggy backing and here he uses it again by getting his mentor to introduce him and build his own credibility. Not that he really needs any more building up. Rich’s client list is like a who’s who of the internet marketing world.
Amplify The Pain
The next 8 pages are “amplifying your pain”. Here he is trying to connect with an entrepreneurs frustrations. By showing he understands their problems and that he has the solution. Remember Rich is ultimately trying to sell a coaching program he needs to connect deeply with those who need his help.
Leisure Phobia – Are You A Sufferer?
Rich nails some of the main problems that those who run their own business face and their inability to disconnect with their work and give attention to other areas of their life
Create Your Own Terminology
Leisure Phobia is the new term that he has coined. Rich is famous for inventing new terminology and words that will always link back to him as their originator. Rich is again establishing himself as A Maven To Pay Attention To.
Identify The Real Issues
Page 12 Introduces the main concept of his report, that the actual success of your business is determined by the constraints you place around it.
“The ONLY way to turn your potential for success into actual success is to blow away the constraints in your business that are actually blocking your path”
Rich also points to an interesting truth that “The pain that a constraint causes is rarely felt at the point of that constraint but somewhere else in the process”
Rich breaks these constraints down into 3 main category’s
Errors in thinking, Errors in Procedures and Self imposed constraints.
Offer The Solution To The Problem
The solutions that he offers are termed 7 silver bullets and form the remainder of his report.
- Do it wrong fast – Action Creates Clarity
- Fast and Frequent Intelligence – Avoid Flying Blind
- Learn to view your business as one large system – Avoid Linear Thinking
- Use Timesavers to instantly double your profits – Avoid Inefficient work styles
- Create a worldwide network of A list players – don’t be alone and lost in a networked world.
- Embrace the awesome power of social psychology marketing – avoid outdated one way marketing
- Rip The Lid Off Your Buyers Bottlenecks
Sell On The Back End
Rich has built his multimillion dollar business without any front end product. He uses his free reports and other marketing techniques to convince people to join his coaching program. Rich freely share for 26 Hours everything he has to offer and then follows up with emails and more exciting offers that
Showing The Human Side
Everything Rich does is carefully planned to reveal the human side of his business. He gives you a behind the scenes view of his office, and you even get to meet his wife and two daughters emphasising that fact that he is a family man. He’s also not doing this for the money, he already has plenty, he is motivated because he is passionate about what he does and loves to help others succeed.
He even tells you about arguments that took place in his office when his staff were deciding what should be included in the final version of the manuscript. Everything is carefully orchestrated to build rapport to the point where you really feel like you know, like and trust this guy
Viral Visibility is Key
Rich makes his reports so good and reveals such quality information that they go viral straight away. Anyone who has read any of his work will know what I am talking about, it’s the sort of thing you want to be the first to tell your friends so they will thank you for putting them onto it.
Rich Makes Himself Available
Rich did an amazing thing at the beginning of this launch, he went live on ustream TV for 26 hours and gave a constant stream of quality advice and business coaching to all who had tuned in. Not only was he showing just what he had to offer by revealing the depth and breadth of his experience he was also building powerful relationships with all his potential future clients; Over 27,000 people participated in this monumental event and they averaged 1000 viewers at any one time.
Are You Competitive?
Rich also ran a competition on his blog, giving away a free scholarship to his coaching program. Not only does this force people to actually read his report and start applying its principles, it further increases the viral buzz and allows him to perform one of the essential tasks that Jeff Walker Identifies in his Product Launch Formula and that is to survey you customers and ask them what their main problems are. You then use this feedback to tailor your product and sales letter to directly address the issues that seem most prevalent he has already received over 400 entries to his competition at the time of writing.
Rich insists on feedback from his clients to constantly improve his services, he has applied this principle throughout the whole launch process and really builds those personal relationships even to the point of emailing all those who make comments on his blog.
Teleseminar With The Wizard
With Less than 48 hours to the opening of his coaching program, his final offering is a teleseminar with Marketing Wizard Jay Abraham, one of Rich’s teachers and personal mentors. Make sure you book your place as it is likely to fill up fast, Grab Your Spot Here
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