The Market Your Message Show
The Market Your Message Show
Ch 12. Pillar 3. Deploy (Your RVP Launch Plan)
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Mastering the Lazy Launch: Strategic Steps to Rapid Validation
In this episode, we delve into Chapter 12 and discuss the third pillar of launching your Rapid Validation Product (RVP) - deploying your launch plan. Using the success story of Ty Warner's Beanie Babies as a case study, we break down the importance of scarcity, urgency, anticipation, and social buzz in creating a successful product launch. We also explore why most launches flop and introduce the Lazy Launch Method, a smart strategy that involves validating and selling your offer in just two weeks. This method aims to maximize results with minimal effort by focusing on building anticipation and urgency. The episode concludes with practical exercises and tactics to brainstorm ideas for injecting more excitement and urgency into your RVP launch.
00:00 Introduction to RVP Launch Plan
00:06 The Beanie Babies Phenomenon
01:36 Why Most Launches Fail
02:38 The Lazy Launch Method
04:05 Executing the Lazy Launch
04:55 Understanding Buyer Psychology
05:43 Building Anticipation and Buzz
06:47 Creating Urgency and Delivering Value
08:30 Practical Exercise: Brainstorming Ideas
10:54 Key Takeaways and Conclusion
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Hello and welcome to the market. Your message show. I'm your host, Jonathan Milligan. And we are going through the third book in the series. Validate your offer. This is an important book because a lot of people will start their business online. And then they're trying to figure out how do I create something that people will want and how do I do it without wasting time? And that's what this third book in my book series is all about. Now as a thank you for being a loyal podcast listener, I am making the audio book available one chapter at a time every single week. And as you're listening to this, we are currently going through that. Validate your offer. Now, if you ever want the audio book or you want the book or the workbook, you can go to platform growth, books.com again, it's platform, growth books.com, and you could order one of those. And of course, listen, as you go through the book or use the workbook to implement what you hear. In each episode. So with that being said, let's jump right in to today's chapter.
Speaker 34:Chapter 12, pillar three, deploy your RVP launch plan. Ty Warner had a simple idea. In the early 1990s, he created a line of small, cute stuffed animals filled with plastic pellets. They were nothing revolutionary, but Warner saw potential. He named them Beanie Babies and began selling them for just 5 each. But Warner didn't just put them on store shelves and hope for the best. He masterminded a launch strategy that would make Beanie Babies one of the biggest toy crazes of the decade. First, he created scarcity and urgency. Each Beanie Baby was released in a limited quantity with some designs available for just a few months before being retired. This made them instant collector's items. People couldn't wait to get their hands on the newest releases before they were gone. Next, Warner built anticipation and buzz. He gave each Beanie Baby a name, birthday, and cute little poem, creating an emotional connection. People started trading, collecting, and buying. And chatting about beanie babies at swap meets in online forums and in line at stores. The buzz was palpable Warner was a genius. He turned a simple toy into a must have item He did it by expertly using scarcity urgency anticipation And social buzz at the height of the craze some rare beanie babies Sold for thousands of dollars on the secondary market. The Beanie Babies launch was a masterclass in generating demand. By the late 1990s, the company was making hundreds of millions in sales. And it all started with a simple idea and a brilliant launch strategy.
Speaker 35:Why Most Launches Flop. and how to flip the script. You've got a great idea for a course, coaching program, or book. You pour your heart and soul into creating it. Countless late nights, gallons of coffee, and a stiff neck from hunching over your laptop. Finally, after months of hard work, it's ready. You put it out there, expecting a flood of sales and rave reviews. But instead, crickets. You start to doubt yourself. Was the idea not so great after all? Is your marketing just not cutting it? Here's the hard truth. Most people create offers without truly validating market demand first. They assume that if they build it, people will come. But, that's like cooking a gourmet meal without checking if anyone's even hungry. Even if your offer is amazing, without the right launch strategy, It can still fall flat. You can't just put it out there and expect people to flock to it. That's where most launches go wrong. So, what's the solution? Two words. Lazy launch. Instead of spending months perfecting your offer, you can validate the idea and make sales in just two weeks. Seriously. It's not magic. It's just smart strategy. The lazy launch method is all about building anticipation and urgency. You start by teasing your idea to your audience, getting them curious and excited, Then, you open the cart for a limited time, using scarcity and deadlines to drive sales. The beauty is, you don't even need a finished product. You can pre sell your idea and use the funds to create the actual offer. This way, you're not wasting time on something no one wants. It's a bit like a Kickstarter campaign. You're gauging interest and getting people to vote with their wallets before going all in. Imagine being able to validate your offer idea in just two weeks with paying customers already lined up. That's the power of a lazy launch. It's not about being lazy. It's about being smart with your time and energy. So if you've been pouring months into offers that aren't selling, it's time to try a different approach. Ditch the crickets and embrace the lazy launch. The lazy launch is about focusing on the 20 percent of a normal launch that yields 80 percent or more of the results. The key is minimal effort with maximum results. Your future self and your bank account will thank you.
Speaker 36:The lazy launch playbook, your step by step guide to RVP domination. Okay. So you're sold on the lazy launch method, but how do you actually execute it? Here's your step by step playbook. Do a potential audience audit. First up, you need to get a clear picture of your potential reach. And I bet it's wider than you think. List out all your connections across email, social media, online communities, and even your phone contacts.
See, we're all more connected than we realize.
Speaker 36:Ever heard of the six degrees of separation theory? It states that you're connected to any other person on earth through six or fewer social connections. Wild, right? The point is, when you map out your full network, you'll see that your potential audience is likely much larger than your current followers or email subscribers. We'll teach you how to do this in the next chapter. Tap into the four types of buyers. Next. Let's talk psychology. There are four main types of buyers, spontaneous, methodical, social proof, and deadline driven. If you want to maximize sales, your launch content needs to appeal to each type. For example, a visa study found that 82 percent of consumers research online before making a purchase. Those are your methodical buyers. They need details, FAQs, and clear info about your offer. before they'll bite. On the flip side, your spontaneous buyers respond to excitement and emotion. The lesson? A well rounded launch includes a mix of content that taps into the main psychological triggers for each buyer type. We'll dive deep into this in Chapter 14, Build Anticipation. Now, it's time to start generating some buzz. A week or two before you open registration, start teasing your R. V. P. Share intriguing snippets about the topic, drop hints about what's coming, and get people curious and excited. It's like a movie trailer. They're designed to generate maximum anticipation and buzz weeks, or even months before the film drops. And there's a reason Hollywood spends millions on trailers. It works. Building anticipation is a critical first step to a successful launch. You want your audience eager and ready to pounce once registration opens. Create a buzz. Once anticipation is high, it's time to get people talking. Encourage your audience to comment, share, and post about your upcoming RVP. The more social chatter, the better. As the saying goes, turn your customers into your sales force. When your audience is out there spreading the word, it creates powerful social proof. Seeing other people's excitement makes folks want to be part of the action. Open cart with urgency. When you finally open registration, it's time to crank up the urgency. Set a firm deadline, whether it's a specific date, a time limit, or a cap on spots. Why? Because urgency is one of the most powerful psychological sales triggers out there. I'll teach you how to create anticipation, buzz, and urgency in chapter 15. Think about it like a ticking clock in an action movie. It ratchets up the excitement and forces the hero to act fast. Your launch deadline does the same thing. It motivates people to make a decision now, not later. Deliver and exceed expectations. You've built anticipation, buzz, Generated buzz, dialed up the urgency, and raked in the sales.
Congrats.
Speaker 36:But now comes the most important part, delivering an RVP that knocks their socks off. Take a page out of Apple's playbook. They're masters of under promising and over delivering. They wow customers with products that exceed expectations. Your goal should be to make your RVP even better than advertised. See? An outstanding RVP turns one time buyers into raving fans. The kind that buy from you again and again, and tell all their friends. That's how you build a rabid base of repeat customers. So there you have it, your roadmap to deploy a wildly successful RVP launch. It's not rocket science, but it does take some strategic planning and a little psychological savvy. Master these steps and you'll be well on your way to launch domination. In the next few chapters, we will help you implement each step above one section at a time.
Speaker 37:Today's exercise, brainstorm your lazy launch ideas. All right, let's get practical. Grab a pen and paper, set a timer for 15 minutes, and let's brainstorm some killer ideas to inject more anticipation, buzz, and urgency into your RVP launch. First up, anticipation. How can you get people eagerly RVP? Maybe it's a series of teaser emails with intriguing subject lines like the secret to desired outcome. Is almost here or T minus three days until we unveil the RVP topic formula or what about creating a countdown timer on your site visuals like that can really ramp up the excitement. Next, let's generate some buzz. How can you get people talking? One idea is to create shareable graphics with compelling quotes or stats related to your RVP topic. Encourage your audience to share and discuss. You could also host a pre launch challenge or contest to engage people and spread the word. For example, share your biggest struggle in the comments for a chance to win a free spot. Finally, let's crank up the urgency. What can you do to make people feel like they can't miss out? Limited time bonuses work great. Maybe it's a one on one strategy call, a bonus resource pack, or an exclusive community invite for the first 20 registrants, or you could create some scarcity by limiting the number of spots available, only 30 seats remaining for RVP name, lock in your spot before we sell out, the key is to get creative and specific. Don't just say doors are closing soon. Give concrete deadlines like registration closes at midnight this Friday. Okay. Time's up. Look at your list. Pick the three to five strongest ideas and weave them into your launch plan. The more you can amp up anticipation, buzz, and urgency, the more irresistible your RVP will be. Remember, a little psychology can go a long way in boosting your launch results. So, don't be afraid to tap into those powerful mental triggers. Your audience will be so fired up that they'll be scrambling to smash that buy now button when your RVP drops. And that's exactly what we want, right? So take action on this exercise. It's not just theory. It's your launch success blueprint. Let's make it happen. Key takeaways. A simple two week launch plan lets you validate demand and make sales fast before creating your full offer. This is the power of the rapid validation product approach. Successful launches build anticipation and buzz in the first week. Then use urgency psychology to drive registrations in week two. When the cart opens, deliver an exceptional RVP to turn buyers into repeat customers and raving fans.
The first sale is just the beginning of the relationship.