The Market Your Message Show
The Market Your Message Show
Ch 15. The 3 Secrets to Selling Anything
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The Three Secrets to Selling Anything: A Masterclass in Product Launches
This episode delves into 'The Three Secrets to Selling Anything,' using the case study of Popeyes' legendary chicken sandwich launch in 2019. The narrative explores how anticipation, buzz, and urgency can transform any product launch into a massive success. It shares actionable strategies for both big brands and small businesses to implement these principles through a 'two-week lazy launch' framework. Learn how to create a psychological journey for your customers, ensuring your offers are irresistible and sold out in no time. The episode also addresses common pitfalls in launches and offers a step-by-step guide for a successful product release.
00:00 Introduction: The Three Secrets to Selling Anything
00:03 The Popeyes Chicken Sandwich Case Study
01:39 Applying the Secrets to Your Own Business
03:11 Why Most Product Launches Fail
04:50 The Two-Week Lazy Launch Method
06:53 Step-by-Step Implementation of the Three Secrets
13:03 Brainstorming Your Launch Plan
17:01 Key Takeaways
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 47:Chapter 15. The Three Secrets to Selling Anything. You're scrolling through your Twitter feed before it became known as X, and it's August 2019. Suddenly, you see a tweet from Popeyes. It's an image of their new chicken sandwich. It has a subtle jab at their rival, Chick fil A. But they didn't know this tweet would start an unprecedented fast food frenzy. Within days, the Popeyes chicken sandwich was the talk of the internet. Social media was flooded with reviews, memes, and debates. People were lining up for hours just to get a taste. The buzz was so intense that Popeye's locations started running out of the sandwich. But here's the genius part. Instead of rushing to restock, Popeye's let the anticipation build. They made a public announcement that the sandwich would be back soon. People were marking their calendars, setting reminders, telling their friends. The urgency was palpable. When that sandwich returned You had to be first in line. And boy, did that strategy pay off. When the sandwich made its triumphant return in November, people waited in lines that wrapped around city blocks. Drive thru lanes caused traffic jams. Popeyes sold as many chicken sandwiches in two weeks. As they had projected to sell through the end of September. The Popeye's chicken sandwich craze is a masterclass in selling anything. It shows the three secrets, anticipation, buzz, and urgency. They tease the product, let the public anticipation and social media buzz reach a fever pitch, and then created a sense of now or never urgency. This chapter is all about harnessing those same three secrets for your own offer. Whether you're selling a physical product, a digital course, or a service, the principles are the same. Build anticipation. Generate buzz and create urgency. And you'll have customers lining up virtual blocks to buy from you. Now you might be thinking that's great for a big brand like Popeye's, but how does this apply to my small business? The truth is these secrets work, no matter your size or industry. They can be even more powerful for small businesses and personal brands. This is because you have the agility and personal touch that big corporations can only dream of. In this chapter, we're going to dive into exactly how to implement anticipation, buzz, and urgency in your next offer launch. I'll show you how to use a simple two week lazy launch plan. It will test your offer idea and get your first sales. It will also appeal to the four main types of buyers. Here's the thing. When you master these three secrets, you're not just creating a successful launch. You're building a loyal fan base of customers who are eager to buy from you again and again. You're setting yourself up for long term sustainable success. So get ready to take some notes because we're about to unlock the psychology of selling. By the end of this chapter, you'll have a proven plan for turning your offer idea into a sold out success. Let's dive in.
Speaker 48:The missing ingredients. Why most product launches fall flat. Let's talk about the typical approach to launching a product or service. Most people pour their heart and soul into creating something amazing. They spend weeks, months, maybe even years perfecting their offer. And then when it's finally ready, they put it out into the world and wait. They post about it on social media, maybe send an email to their list and then hope that the sales will start rolling in. But more often than not. They're met with crickets. A few nibbles here and there, but nothing like the flood of sales they were hoping for. So what's going wrong? Why aren't people flocking to buy this incredible thing you've created? The problem is that most people lack three key ingredients for a successful launch. Anticipation, buzz, and urgency. They're relying on the inherent value of their product or service to sell itself. But the truth is, even the best offer can fall flat without the right launch strategy. Think about it. When was the last time you bought something and Just because it existed. Chances are there was something that got you excited about it. First, maybe you saw a friend raving about it on Facebook. Maybe there was a limited time discount that made you feel like you had to act fast. Maybe the brand had been teasing the launch for weeks. And you couldn't wait to get your hands on it. That's the power of anticipation, buzz, and urgency. They're the psychological triggers that turn passive browsing into active buying. And without them, your launch is like a car without an engine. It might look nice, but it's not going anywhere. So what's the solution? How can you ensure your next launch has that crucial momentum?
Speaker 49:The two week lazy launch method. Enter the two week lazy launch. The framework is simple, but very effective. It builds anticipation, generates buzz and creates urgency. It also validates your offer idea and appeals to the four main types of buyers. Here's how it works. In the first week, you focus on creating anticipation. This is all about teasing your upcoming offer, giving sneak peeks, and hinting at something exciting to come. You might do a survey to gauge interest, share behind the scenes content, or start a countdown. The goal is to get your audience curious and eager to learn more. Then, in the second week, you open the doors to your offer. But you don't just slap a buy now button on your website and call it a day. Instead, you actively generate buzz and urgency. You might host a webinar, run a challenge, or offer a limited time bonus. You encourage your buyers to share their excitement on social media, and you make it clear that this opportunity won't last forever. There's a deadline, and if they don't act now, you They might miss out by structuring your launch in this way. You're not just telling people about your offer. You're taking them on a psychological journey. You're building excitement, fostering a sense of community and social proof and motivating them to take action. And the best part. This approach works for any kind of offer, whether you're selling a physical product, a digital course, a service, or even hosting a paid workshop. The principles are universal. So if you've been struggling to get traction with your launches, it's time to ditch the hope and pray method. Instead, embrace the power of anticipation, buzz, and urgency. In the rest of this chapter, I'll show you exactly how to implement this two week lazy launch framework, step by step. Get ready to transform the way you launch forever. Your offer deserves to be seen, celebrated, and sold out. Let's make it happen. All right, let's dive into the nitty gritty of how to actually implement the three secrets to selling anything in your next launch. We'll break it down into three key steps, creating anticipation, generating buzz and injecting urgency. Secret one, create anticipation week one. The first step is all about building anticipation in the week leading up to your launch. This is your chance to get your audience excited and curious about what's to come. One of the most effective ways to do this is to survey your audience, ask them about their pain points, their desires, and what they'd love to see in your upcoming offer. This not only gives you valuable insights for crafting your offer. But it also makes your audience feel heard and involved. They'll be eager to see how you've incorporated their feedback. Another key tactic is to tease your offer, share sneak peeks, behind the scenes, glimpses, or cryptic hints about what's to come. You want to give just enough information to pique their interest, but not so much that there's no mystery left. Think of it like a movie trailer. A good trailer gives you a tantalizing glimpse of the story. The characters in the action, but it doesn't give away the entire plot. It leaves you wanting more counting down the days until the movies release. That's the same feeling you want to create in your audience. Here's a simple template. You can use day one, float the idea. I'm thinking about hosting a workshop on zoom about insert workshop topic. Interested day three survey. What are your biggest challenges when it comes to insert workshop topic? Day 5. I'm doing it. Looks like you guys want to know more about this, so I'm doing it. Be on the lookout next week for more details. The goal in this first week is to grab the attention of those spontaneous buyers. The ones who are always drawn to what's new and exciting. By building anticipation, you're using their love of new things. You're making your offer feel like a can't miss event.
Speaker 50:Secret two, generate buzz, week two, part one. Once you've built that initial anticipation, it's time to open the doors to your offer and start generating some serious buzz. This is where you get people talking, sharing, and engaging with your launch. One powerful way to do this is to encourage social sharing. Create shareable graphics, write compelling social media posts, and directly ask your audience to spread the word. You could even run a contest or giveaway for people who share your launch on social media. Another tactic is to leverage influencers or affiliates. Reach out to people with audiences similar to yours and ask them to promote your offer. This can quickly expand your reach, and add credibility to your launch. The key here is to generate those high arousal emotions, excitement, enthusiasm, and even a little FOMO, fear of missing out. A study by Jonah Berger found that these types of emotions can increase social sharing by up to 34%. When people are excited about something, they naturally want to talk about it and share it with others. Here's a simple timeline you can use. Day 8 Spontaneous buyers. Okay. You can now register for the workshop on social media. DM everyone who said they were interested. The link to join your workshop day nine, methodical buyers, send a FAQ email, answering all the questions people might have tip post the same info on social media to Day 10, social proof buyers. Share a comment from someone who is excited about your offer or share how many spots you have left.
Speaker 51:Day 12 to 14 deadline driven buyers, send a few emails and social posts the last two days before you close the offer tip. It's common for 25 to 50 percent of your sales to come in the last 24 hours. So keep pushing.
Speaker 50:This buzz phase is crucial for appealing to the methodical researchers and the social proof seekers in your audience. The researchers will comb through all the chatter and information about your offer. They'll look for signs that it's a good investment. The social proof seekers will be watching. They want to see who else is getting excited about your launch. They want to be part of something that's popular and talked about.
Speaker 52:Secret three, inject urgency. In the final days of your launch, it's time to ramp up the urgency. This is where you push those on the fence prospects to make a decision by reminding them that the opportunity won't last forever. The most obvious tactic here is to set a firm deadline. Make it clear that the card is closing, the bonuses are going away, Or the price is going up at a specific date and time. Use a countdown timer on your sales page to visually reinforce that ticking clock. Another way to create urgency is to communicate scarcity. Highlight the limited number of spots available. The finite supply of a physical product or the exclusive nature of your bonuses. When people feel like they might miss out on something special, they're more motivated to take action. It's also powerful to emphasize the cost of inaction, remind your audience what they stand to lose if they don't take advantage of your offer, will they continue to struggle with the problem your product solves, will they miss out on a unique opportunity to learn and grow, make them feel the pain of passing up your offer. As Jim Rohn famously said. Without a sense of urgency, desire loses its value. Urgency gives your offer an expiration date, a reason to act now instead of later. This is the key to converting those deadline driven buyers. These are the people who always wait until the last minute, who need that extra push to finally make a decision. By injecting urgency into your launch, you're giving them the motivation they need to commit. Remember, your job isn't over once you've made the sale. The final step is to deliver on your promises and wow your new customers. But by using anticipation, buzz, and urgency in your launch, you set yourself up for success. You appeal to all four buyer types and make your offer feel truly irresistible.
Speaker 53:Today's exercise, mapping out your lazy launch plan. All right. It's time to put these secrets into action. Grab a pen and paper, set a timer for 15 minutes, and let's brainstorm some concrete ways you can create anticipation, buzz, and urgency in your next launch. First, let's think about anticipation. How can you get your audience excited and curious before your launch even begins? Here are a few ideas to get you started. Share sneak peeks. Give your followers a behind the scenes. Look at your process, your product, or your planning. Show them just enough to pique their interest, but not so much that there's no surprise left. Run a countdown, start a countdown to your launch date on social media. You could post daily teasers, clues, or many challenges to keep people engaged and excited. Tease a big revelation. Hint that you'll make a big announcement. You'll reveal something game changing in your upcoming launch. Build that sense of, I wonder what it could be. Next, let's brainstorm some ideas for generating buzz. Once your launch is underway, host a viral challenge, create a challenge related to your offer that people can participate in and share on social media. Make it fun, engaging, and visually shareable. Leverage influencers. Reach out to influencers or thought leaders in your niche and ask them to share your offer with their audience. A shout out from a respected figure can lend instant credibility and buzz to your launch. Encourage user generated content. Ask your buyers and followers to share their experience with your offer on social media. You could create a branded hashtag, run a contest for the best post or feature user content on your own channels. Finally, let's think about how to inject some urgency into your launch. Offer a fast action bonus. Give a special bonus or discount to the first X number of buyers. This creates a sense of competition and motivates people to act fast. Use a countdown timer. Place a visible countdown timer on your sales page, ticking down to the moment your offer closes or your price goes up. This visual cue is a powerful psychological trigger. Emphasize scarcity. Highlight the limited nature of your offer. Is it only available to a certain number of people? Is it a one time opportunity? Make it clear that this chance won't come again. Now, look at your list of ideas. Which ones feel most exciting to you? Which ones align best with your offer and your audience? Pick your top strategies for anticipation, buzz, and urgency. And start making a plan to implement them in your next launch. Remember, the goal isn't to use all of these tactics at once. That could feel overwhelming for both you and your audience. Instead, choose the ones that feel most authentic and impactful and focus on executing them well. The beauty of this brainstorming exercise is that it gets your creative juices flowing. You might come up with ideas that are totally unique to your business and your offer. Trust those instincts. Often, the most effective launch strategies are the ones that feel fresh and original. So take this list and run with it. Tweak these ideas to fit your style, your offer, and your audience. Go The more you can infuse your own personality and flair into your launch, the more engaging and memorable it will be. And as you implement these strategies, pay attention to what works. Notice which tactics generate the most excitement, the most shares, and the most sales. Over time, you'll develop a fine tuned sense of what resonates with your specific audience. Creating anticipation, buzz, and urgency is part art. But with this brainstorming exercise, you're well on your way to mastering both.
Key takeaways.
Speaker 53:The three secrets to selling anything are anticipation, buzz, and urgency. When used together, they can dramatically boost sales and appeal to all four types of buyers. Anticipation is about building excitement and curiosity before the launch. Buzz is about getting people talking and sharing during the launch. Urgency is about motivating immediate action before the deadline. Implementing the three secrets doesn't have to be complicated. A simple two week lazy launch can be highly effective in validating your offer and generating sales.