My Favorite Rollout Strategy – Episode 161
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My Favorite Rollout Strategy – Episode 161

– Boom what’s up guys it’s Steve Larsen and you’re listening to Sales Funnel Radio and today we’re going to talk about how to roll out products. This is my favorite roll out strategy. I’ve spent the last four years learning from the most
brilliant marketers today and now I’ve left my 9
to 5 to take the plunge and build my million dollar business. The real question is, how will I do it without VC funding or debt? Completely from scratch. This podcast is here
to give you the answer. Join me and follow along
as I learn, apply and share marketing strategies to
grow my online business. Using only today’s best
internet sales funnels. My name is Steve Larsen and
welcome to Sales Funnel Radio. (rock music) What’s up guys, hey I’m excited for today and excited to be able to share with you some neat things that frankly
I don’t see many people doing. The first product I ever launched and put out the door was an utter failure, the thing was terrible okay? But I wouldn’t have thought that, I wouldn’t have thought that. I was spending inordinate amounts of time putting together the
product and my product was the best product
ever and I was so excited and I was running towards it right. And in my mind I was like
this things going to change everything, this is
going to be incredible, oh my gosh, look at this. I was excited and people would be like, what are you doing, what do
you spend all this time doing? Feeling smug, a little bit about it like, You don’t know. And there’d be people coming to me and saying things like,
Larsen what’s up now, you doing that thing again? Alright good luck with that. And I was actively seeking what
I called, my shut up check. And my shut up check was something that I sought as fast as I could
when I was launching stuff. This was back, this was four years ago and I hadn’t perfected
this roll out strategy that I want to talk with
you guys about today. But what was interesting was
I’d go build these things and I was looking for my shut up check. And my shut up check
was a concept I learned from another guy, I was listening to like six or seven years ago. And the shut up check is the first check you get from your business,
so when someone says Oh you doing that thing again? Is that even gonna work? You can pull it out and be like shut up! It is working, here’s the money. It’s the shut up check. And I hope that you all have
gotten your shut up check. To throw in the naysayers
faces a little bit, not that we would do
that, but totally do it. (laughs) What I wanna do real
quick is I wanna share with you guys how I roll out my products. ‘Cause what ended up happening
with that first one is, I spent eight months building it, and when I was finally launching it and I put it out there, nobody bought it. And it’s because nobody knew about it. What I wanna do today
is I wanna go through and it took three or
four months before cash actually started coming on in
and I kind of abandoned it. Until I figured out
better ways for traffic and then I started making more money. But I don’t want you to
go through that okay? I was in the middle of
college, I was doing stuff with the Army, I was super busy. And for me to spend
eight months of my time, side time, we’re talking late nights, early mornings, time when I
could have been with the family. And then not have it work, the mental. That was so mentally
tasking it was ridiculous. I don’t want you to go through that. So instead what I wanna
do, I wanna share with you how I roll out my stuff. Frequently I have marketing books, and bookshelves all over the place. I was reading this book, Positioning. Just kind of thumbing through
it, looking through it. Frankly, I like to
just, instead of reading front to cover lot of times
I’ll just thumb through. That chapter looks
interesting and I’ll go learn something specific from it. It’s kind of interesting towards the back of the chapter, he talks a lot about, it’s written by Al Ries and Jake Trout. Anyway, it’s kind of cool,
they say hey when you make a new product you must by default position against the old product. And I thought hey, that’s super cool I totally get it when
you’re making an opportunity and he’s saying a whole
bunch of other great stuff but for me, I really like what he was saying at the beginning. And we live in a communication
saturated environment now there’s so much communication,
you’re listening to me, you’re listening to other people. Don’t listen to other
people, just listen to me. (laughs) But you’re listening and
there’s so many people speaking. Back in the day not enough communication was really the issue and
inside of organizations not enough communication
was really the issue. Maybe even customer to business
or business to customer, not enough communication. Those are all serious issues for sure but there’s also massive massive tendencies to over communicate now. And I believe in consuming
a very information very low information diet as Tim Ferriss teaches and talks about in 4 Hour Work Week. Low information diet, I’m
very careful on who I choose to listen to and very
careful on what I consume. Because it’s just noise otherwise, if I’m not learning for
intent, then why am I learning? And I ranted about that
on a previous podcast. But I really like what
he’s saying about this. Today, communication
itself is the problem. We’ve become the world’s first
over communicated society, every year we send more and receive less. Now as an entrepreneur, as a marketer, that is a terrible terrible
place for you to be in. And it has to do with something
that he was also mentioning in the beginning of the book. There’s a point that I
really like that he made and there’s actually a few
points that I’m actually gonna disagree with, sorry. Not sorry I believe it. Just from my own experience
and rolling out products. He said at the very
beginning this, he said look. For years, all of us in
the marketing area taught to our students to build a marketing plan around the four Ps. Now if you guys don’t know the four Ps, I went and got a marketing degree. The four Ps are like
Bible, it is like gospel. Especially to corporate marketing. The four Ps are product,
price, place and promotion. What’s the product,
what’s the price of it, where you gonna place it and
how you gonna promote it. Now that makes sense, that makes sense but he makes a great point. And there’s some areas
here that I agree with and some that I won’t here and
I wanna share with you why. And it has to do with
my roll out strategy. I began to realize some years
ago that important steps needed to precede the four Ps. All good marketing planning
must start with research, must start before any of
the Ps can even be set. Research reveals among other things that customers differ
greatly in their needs, perceptions and preferences. Therefore customers must be
classified into segments. Research, get them into segments. You can’t serve all segments, decide where and I agree with that. What I’m doing, I wanna walk you through how I do this without getting technical. So, I’m gonna put the book down. The scariest thing ever,
is for you, a marketer to go out or Sales
Funnel builder, whatever. To go out and launch a product that nobody has ever heard of. Scary, scary crap, that’s so freaky. And the first time I ever thought and learned the strategy
I’m gonna teach you guys. I remember I was watching a lot of other gurus launch their products
and these gurus would go launch their products
and come to find out, a lot of times the
product wasn’t even built. When they were selling it. I had this moral compass
conflict inside of me that was saying, is that right? Is this ethical, are we? And I was like, that’s kind of weird and I had a hard time with it for a while. And every time I teach this strategy every once in a while people are like, is that right, is that real, is that okay? And let me explain with you what really is going on behind the scenes. They’re doing the four Ps, they’re doing research and segmenting, they’re doing all these other things inside there. They’re positioning the new
product against the old one. This positioning game is really really heavy into what makes a good marketer. The stories you tell, all that stuff that stuff matters tremendously. The way I’ve been rolling out and the reason I’m talking about this is because I’m doing it right now, two times, the two products, okay? There’s one product, if you
guys are part of my group The Science of Selling
Online, I just built Affiliate Outrage live,
in front of the group. I designed the marketing message, drew out the funnel, drew it and then I built out the funnel live. Well, I’m doing it again
with another product in front of that group. Just for free, anyone can watch it. And I’m going through and
I’m saying there’s a need right here, right everybody? And they’re like, yeah
there is a need right there. Okay what kind of thing would you wish was inside that product? Awesome cool. You know what, I’m actually
go through in front of you, I’m going to design
the marketing messages. I’m going to go through,
let’s brainstorm together what false beliefs there
are about the product I’m gonna put out there. They’re like well if it’s about funnels, Self, aw crap I’m not a techie! I’m like, oh that’s a good one community, thank you for saying that. Community, this is how
I would combat that? I go around and show them
well, that’s a bad belief because of x, y and z and I
retell them another story. Then I’m like oh man,
community, what are some of the stories you would
expect somebody to be believing some of the experiences
that they’ve gone through that’s made them think
they need to be a techie? They’re like well, I saw this guy and he was an awesome funnel builder a great person online and he was a coder. All these people were coders. I’m like oh that’s great, that’s great. Okay let me write that
down, I need to break that story, I need to put a new story. Does that make sense? I’m going in and I’m literally
using the very people who are buying the product to help create the marketing message and I’m doing it live in front of them. What does that do? Okay, what does that do? So I just did this for Affiliate Outrage it’s a free program, it’s a free program. But I took the time to go do it because I wanted to, number one, go through and show there’s a there’s a sense of… I’m trying to display that I know what the heck I’m talking about. (laughing) How do you say that word, I
don’t know what that word is. But I’m trying to say
look, I’m not a fake. Watch me do it live. Watch me build and construct
the thing in front of you. I did for a free product,
Affiliate Outrage. Now I’m doing for another paid product but again, in front of them. And what’s that’s doing,
I’m literally building it in front of them and
what’s cool about that, in front of the very
people that I hope buy it. And I know a lot of you
guys watch this podcast, what’s up? That’s the strategy and I hope you all use it in your businesses. The strategy is if you are
selling an info product or you’re writing a book
or you are in retail or if you’re in B2B. Multiple ways, whatever you can do to take those products that you sell and deconstruct them
in front of a customer and put it back together
and say here you go. That increases your sales like crazy. I don’t know if you guys
have ever seen the show it was one day, it was like six months into
working at Click Funnels, Russell Voxed me and he said, Hey dude, we’re going to start a
show called Funnel Fridays. Like cool, what’s that? And a lot of you guys know
me from Funnel Fridays. Every Friday, what Russell does is he gets on with Jim Edwards,
fantastic copywriting expert and Russell obviously
funnel building expert, they get in and they
take somebody’s product whether it’s somebody from the audience, or something else that
they’re doing at that time. And they build an entire funnel live in front of people in 30 minutes. Now, do they always finish? No, hardly ever, that’s
not the point though. What that does, think about it, Russell CEO of Click Funnels okay? Jim Edwards creator,
seller of Funnel Scripts coming together and using the product in front of the customer. Doing exactly what their product sells, using the products in the live build. There’s times on there every Friday we would have like, sometimes,
two, three, 400 people live watching us, giving
feedback, asking questions, why did you do it this way,
why did you do it that way? Guys that’s selling! Does it feel like a sales script, no? The whole point I’m trying
to make here with you guys is that if you are going
hey I want to go build this product, do everything you can to number one, roll out in front of them. Include them in that roll out strategy, include them in the build. And it’s ridiculous
what that does for them, it creates these true believers. And now suddenly, suddenly when they go, let’s say you’re building a software, when they go in and they say, Oh my gosh, I remember
the story of Stephen going through and teaching us why this button in the software exists. Remember everything that
went on behind that? Oh my gosh, that’s crazy. And now there’s affinity for that feature. Whereas before they’re like
this is a crappy feature. If there’s some little bug or whatever. When you’re building the little pieces inside of your products,
you’re putting things together it incredibly important for
you to document the journey of the creation of the thing. And that’s the point of today’s episode. Document the journey of the
creation of your product and what you end up doing
is pre-selling people for the day that you open the doors. That is what I did not understand when I launched my first info product it is what I did not
understand for quite some time. It’s kind of like Hollywood right? Hollywood goes out six months
before a movie goes out, they start getting people ready, they start creating curiosity,
they start building pressure. Okay, a marketer builds pressure over time towards a certain event,
a purchasing event. Okay, that’s really what a campaign is. It’s building pressure
towards a purchasing event. There’s a campaign and they’re building, building, building building, building, building pressure, building pressure, building pressure, building a pressure and they’re six months
out, there’s a sweet- even a year sometimes, right? Hey there’s a preview for that movie, it’s only two minutes
long but it’s a teaser. Six months out there’s another one, three months out there’s another one. A week ahead of time, holy
crap go get it, oh my gosh. This is the launch date, launch date launch date, launch date, launch date. By the way here come get premiere tickets, pay extra to see the first
showing of it in your area. Does that make sense, they make an event out of the roll out of the product. And the issue that I
find more often than not is that there’s been no pressure, no talk, nothing about a product when it launches. The problem with that is
that then you’re gonna rely on ads and influencer name drops. And that’s fine, I would
do those strategies and I do those strategies myself. But if you’re not actually turning around and building the pressure ahead of time. Right there’s really two ways
you can build the pressure. Build the pressure ahead
of the product launch. Then you can build pressure
after the product launch by doing things like ads,
closing the cart strategically, doing lots of stuff like that. So anyway, I hope that
this has made sense. I kind of dove deep with it a little bit but I agree with what the book Positioning was talking about, but not
just from a positioning standpoint, from a roll out strategy. That’s very very huge. For you to think through how to actually put your product out the door. So if you want to see an example of that, go to and
I’m saving the live product and funnel builds in
that group so you guys can go back and watch them and stuff, it’s been really cool. If you wanna see the Affiliate Outrage one in there, how I
designed the marketing, meaning the actual
messaging, the sales message, there’s a format, there’s
a template I used for that. Going out and then choosing
the funnel to build. There’s a format there’s a template. 90% of this is just a big ‘ol formula. People just convolute it. Then when I’m actually
building the funnel, there’s a format, there’s a formula that I follow to get that
out the door quickly. And while I’m doing it, usually I’m live. And I’m showing my perspective customers how I’m gonna be selling ’em. And there’s nothing wrong with that this is a huge extra value add. Now they’re like, Oh
man, I didn’t know this is why that did that. I didn’t realize Stephen
that this false belief that I had over here is
actually a false belief. Oh cool, really, you’re
going to put that feature in? Huh, Interesting. What’s beautiful beautiful
beautiful about this whole thing is I’m going out and I’m showing them what they’re getting
without them getting it. So that’s makes the curiosity higher when they’ve spent that amount of time with me on the internet,
they’re just sitting there free. And they don’t get it, ah, the itch is not totally scratched
and they have to buy. Anyway, I just hope that
you take that seriously. And that’s really what I’ve
been doing the last little bit here is re-creating
certain parts of the product after products are rolled out. I’ll re-create certain
parts of that product live in order to push more people in. I’ll go and the first
time the product goes out I’ll make a whole bunch of
it in front of the people. Sometimes not all of it, but key parts I know they’ll be really interested in. Anyway, lots of fun stuff. The whole point is to
take the customer with you on the creation of the product. Or certain parts of it. And it will create this
massive massive affinity. And then you get these true believers. Rather than go and find true believers, you create true believers, very powerful. Alright guys, hopefully this
has been a helpful episode for you today, if you’ve enjoyed this. I thank you so much all of
you who have been reviewing the podcast on iTunes, means a lot. Encourage you to keep doing that and I’ll see you guys on the next episode. Bye. Boom. Just try to tell me you didn’t like that. Hey, whoever controls
content, controls the game. Wanna interview me or
get interviewed yourself? Grab a time now at (soft music)

About Ralph Robinson

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2 thoughts on “My Favorite Rollout Strategy – Episode 161

  1. Witnessed what was probably the longest Zoom session online with you bahaha!

    So awesome and much value my man. 😎👌

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