Breakthrough Launch 2019 – Ramit Sethi

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Salepage check: Breakthrough Launch 2019

Author: Ramit Sethi

 

1. Start with the simplest funnel possible.

The right emails, just the right length, with the right subject lines — to drive results like these…

2. Add launch amplifiers to boost revenue.

We’ll show you the specific levers to add 53% extra revenue to your launch — every time.

3. Then turn your winning launch into a system.

So you can produce predictable revenue, day in and day out.

This is the Breakthrough Launch system.

And I want to give it to you today.

I recently ran a launch that generated $552,511 in 2 weeks.

We wrote the entire sales funnel a couple weeks ahead of time, without any fuss or late nights. They were fun emails, and it was fun to write them.

Of the $552,511 we made in that launch, about $378,500 came from the core launch.

Another $174,000 came from the launch amplifiers we’d built into the launch.

Best of all, the entire launch ran while I was out of office at my wedding!

Most businesses sweat and stress for months, all hands on deck, to run a $500k launch. (I used to myself!)

Thankfully, we don’t have to do that anymore. Imagine what it would mean for your business — and your life — if you could run a launch, stress-free, even while you were traveling on vacation.

It would be a game changer!

Plus, there’s one other thing about this launch that makes it even more special.

The $552,511 we generated was just the first revenue from this new product. Now we shift into another playbook: From here, we’ll automate that launch, which will continue generating revenue for years and years to come — automatically.

How to run a successful launch by focusing on the Big Wins:

• You have something valuable the world wants to hear (most important)
• You choose a simple launch (don’t overcomplicate it — this is hard to internalize)
• You get the key things right: the structure of the launch, the copy, the timing
• Then you add on launch amplifiers that let you dramatically boost your revenue (and make your customers even happier)
• You take it the final step and automate the launch, so you can continue generating revenue automatically

We used this playbook to run this launch while I was at my own wedding — where we hosted hundreds of people for multiple days! And then we ran another several weeks later. This is the power of a Breakthrough Launch.

Well … that was the GOOD. Now here’s the BAD.

I wish all launches went so smoothly. Unfortunately, I’ve also run lots of unsuccessful launches.

One of the first launches I ever ran was for a product called Scrooge Strategy, which helped people save money.

I knew it was a good product because I’d used the tips myself.

Here’s how it worked:

• It would be a subscription product at $8/month
• It would be 1 email/week
• The big promise was that each month, you’d save far more than the cost of the program (I estimated that over the course of a year, you’d save 50x – 100x the cost of the product)

OK, great. I just needed to figure out how to get people excited about it. I needed to launch it.

Because this was one of my first launches, I just decided to throw everything I had into it. I built a “Save $1,000 in 30 Days” challenge — a full MONTH-LONG series of free tips.

I created tons and tons of engagement, but it was exhausting.

I wasn’t sure how much of my material to give away for free vs. how much to save for the product.

I wasn’t sure I could keep up the pace for 30 days … then every week … forever. I’d mapped out 30 challenges, but beyond that, I wasn’t sure what I’d do next.

Most of all, I wasn’t sure if the people leaving breathless comments on my blog (“OMG, I really needed this today”) would ever buy.

Should I be talking about my course? How do I make the transition from “content” to “sales”? Would people get mad at me for being too salesy?

And biggest of all, would anybody want what I had to offer?

The answer was no. My launch had people excited … until sales opened. Then the positive comments and “This is awesome!” emails were replaced by crickets.

It was especially tough because it seemed like everyone was so excited … until I opened the sales page.

I’d been working days, nights, and weekends — for weeks — and had almost nothing to show for it.

Worst of all, I had no idea where I went wrong! (In hindsight, I made tons of mistakes. Most of them weren’t even on my radar.)

I can still remember sitting in my apartment, clicking “Ctrl-R” on shopping cart software again and again, frustrated I wasn’t getting more sales.

ESPECIALLY since people had left such positive comments. It was one thing to say nice things … but another to actually buy.

It’s funny how your mind starts playing tricks on you at times like this. “Maybe I’m not cut out to run an online business…”

It was only years later that I realized the problem wasn’t me. LOL! OK, OK, the problem was me — a little.

But the real problem was product launches themselves.

Like a recipe from hell…

Launches combine all of the WORST things in business.

If you took all of the elements of starting and growing a business that no one enjoys, then rolled them all together, you’d get the typical product launch.

High Risk

Launches put a lot of your eggs into one basket. (We used to generate 70% of our annual revenue in one week in January.)

If the launch works, great! But what if your launch flops?

Burnout

Running a launch means long days, nights, and weekends getting everything ready.

Didn’t you start a business to have more freedom, not less?

Insecurity

While you’re building and running your launch, how do you know if you’re on the right track? How do you know if that strategy, this email, or those subject lines will work?

When you open sales, will your readers actually buy?

If not, what do you do?

Complexity

Product launches today include so many complicated and interlocking pieces. There’s your funnel, your webinar and reminders and all that software, your affiliates, all your social media channels, all your different segments, your retargeting strategy, on and on…

…each one a whole new skill set to master. Each one critical to your success.

Will they all work as planned? We’ve tried all of these things, and each one has its own subtle surprises that we painfully discovered.

And let’s not forget the worst part of launches…

Failure

For most business owners, the reality is that launches don’t work. They flop.

All that work for low sales — or ZERO sales — and then it’s back to square one. Except now you’re physically, mentally, and emotionally drained.

A bad launch can be devastating.

Even if you’re determined (or stubborn like me), a series of weak launches will make you reconsider if you should be in business at all.

Rack up enough failed launches, and the flops can even put you OUT of business.

I know a lot of entrepreneurs — business owners who started with great ideas — who had 1 or 2 successful launches, then crashed and burned once they tried to keep it going. They launched again and again, following all the popular advice, only to see meager results.

Finally, they had to quit and go back to freelancing or find a day job. (“Oh, launches are over!” they shout. Meanwhile, others are quietly running multimillion dollar launches…)

I also know moonlighting entrepreneurs who spent YEARS working evenings and weekends trying to launch their business off the ground, never to run a big enough launch to escape the orbit of their day job. YEARS!

It’s no wonder that most people come to dread launches. Even people who’ve run successful, 7-figure launches dread it because they know that just because they got lucky once doesn’t mean their next launch will also be a hit.

I’ll be honest — some of our launches hit, others don’t. That’s true of every successful business. But thanks to how we run our launches — and our business — we don’t go out of business because of one bad launch. (And better yet, our “batting average” keeps rising.)

So, what can you do about launches?

Well, you can try NOT selling. Lots of business owners try this option. But they’re quick to discover that the “I’m not going to sell, I’ll just be cool and provide value” strategy doesn’t work. You’ll never get enough random people throwing money at you, unprompted, to live a Rich Life.

Without selling, you don’t have a business.

If you have products, you need to find a way to convince others to buy them. You need to launch them.

So how do you do it?

3 “Launch Myths” you need to drop

The internet is clogged with bad advice on launches.

If you were to build a funnel just using advice you found by Googling around, you’d end up with a Frankenstein funnel that requires 15 different apps, months of planning, scores of emails and videos for a handful of different segments, and a dozen A-list affiliates — and still not be profitable.

Why does this bad advice live on?

The reason is that, underneath all of it, there are several common “Launch Myths” that shape how most people think about launches. These myths are misguided at best — and destructive at worst.

I’ve talked to hundreds of entrepreneurs struggling with launches and ALL of them get roadblocked by at least one of these common “Launch Myths.” Some of them struggle with 2 or even all 3 of them.

(Btw, the reason I know about these myths is that I believed them — until I finally questioned them to see if they were true.)

I want to point these myths out to you today. Even if this is the only thing you take away from me today, you’ll be much better equipped for your next launch.

Here are the 3 “Launch Myths” you need to drop ASAP…

Launch Myth #1: “I need a huge list”

This myth is by far the most challenging to overcome because it’s half-true.

Yes, you need a bigger list, and you prioritize your list growth. If you’re pitching your $99 product to your list of 50 people, even the world’s greatest funnel won’t bring home a life-changing amount of revenue. Sorry.

But list size is just one variable in the success of a launch. You also need to consider price point and conversion rate.

Launch Myth #2: “I need Facebook ads!” “I need webinars! “I need INSERT YOUR FAVORITE TACTIC HERE”

I have good news!

You don’t need Facebook ads for a successful launch.

You don’t need live webinars, automated webinars, webinar replays, or even webinars at all.

You don’t need complicated segmentation, videos, automation, affiliates, social media, or any of the other 1,001 time-sucking, low-return tactics most people focus on.

Bottom line, you don’t need to run a complicated launch.

My business runs on a 7-Figure Launch Machine. If you look under the hood, you’ll see all of our launches start with a basic funnel — using a simple, proven formula. (I’ll give you mine lower on this page.)

Then we add launch amplifiers that are proven to consistently boost your revenue without sucking up all our time.

YOU can and should decide how complicated — or simple — your launch should be.

I can’t tell you how much relief I felt when I finally internalized this idea. It was like setting down a huge boulder that I didn’t even know I had been carrying for years.

Launch Myth #3: “Launches take so much time!”

In the past, my team and I used to spend MONTHS on a single launch.

During that time, we’d be slogging through long days, nights, weekends … and end up burned out by the end of the launch.

After I launched my Earn1K on the Side program for the first time, a $600,000 launch, I was so exhausted I couldn’t get out of bed for months. That burnout was hard even though the launch was a success. (When your launch is a flop, the burnout is even worse.)

As we were struggling to crack the code on launches, my team and I actually doubled down. We tried spending MORE time on every launch.

We thought that would prevent the occasional flop, but it never did. It seemed like the amount of time we put into each launch wasn’t correlated with how much money the launch made.

It wasn’t until we started working smarter, not harder, that we uncovered the real levers that drive launch success. Once we found those, we were able to reliably ship winning launches with a fraction of the effort we were using before.

When you know what truly matters in a launch, you can stop wasting so much time (and effort and money) on everything else that doesn’t matter. Music to my ears!

Cracking the code on profitable launches

Over the past 10+ years, we’ve run over 100 launches.

We’ve run all kinds of launches…

• Launches that were 3 days long, 1 week long, 2 weeks long, even 3 … 4 … 5+ weeks long
• Launches built around organic traffic, paid traffic, affiliate traffic, social traffic
• Launches for $4.95 e-books up to $12,000 masterminds
• Launches for online courses, conferences, books, communities, apps, and high-end retreats
• Launches across a variety of industries, from entrepreneurship and personal finance to careers and productivity (and social skills … and food … and psychology … and on and on…)
• Launches with every tactic we could test: tripwires, mini-courses, segmentation, downsells, contests, webinars, meetups, fast action bonuses … you name it.

Each one of those launches taught us a lot. On each one we’d test something new — a new sales lever, a new launch tactic, a new internal process.

Over 100 launches, the breakthroughs start to stack up quickly.

Let me show you a few of the highlights along the way…

Over 100 launches later, we boiled our launches down to a super simple, reliable, benchmarked, scalable system. One that any business owner can use to create winning launches.

This is how a launch SHOULD work

When I was starting out, before my team and I spent 10+ years of millions of dollars learning how to build a 7-Figure Launch Machine, I would have killed for a “dream course” on how to run a winning product launch.

One that gave me:

#1 A proven formula

A street-tested formula for building the right launch. No matter what kind of business or product I was selling — one that gave me certainty that I’m on the right track.

A clear list of all the pieces I need. And a short list, too. Nothing overwhelming or confusing.

#2 Guidance every step of the way

Answers to all my questions before I have to ask them. How many emails should I send? How long should they be? When should I start selling? All the answers in one place.

Templates, examples, and teardowns for everything. I never need to start from scratch. I’ll always have helpful templates, winning examples, and detailed teardowns I can refer to.

#3 A system that fit my business

A launch plan that isn’t obnoxious or sleazy. One that lets me focus on helping my readers — not squeezing every last dollar out.

A simple system that skips all of the complicated technology, segmentation, and software. Something that I don’t need an army of employees to use.

Basic material that scales into advanced material, so that as my business grows, my launches can grow. For example, specific examples of which amplifiers I should add to explode my earnings — and what I should pay attention to for each one.

#4 Confidence in the result

Benchmarks so I know how my launches stack up. What is a good open rate? A good conversion rate? Where do I need to focus and where can I relax?

Confidence in the results I’ll see. I can send out my launch without worrying. Launches become just “another day at the office” — or another day OUT of the office! — albeit a very profitable one. Instead of stressing, I can sit back and watch the sales roll in.

THAT is how launches should work.

And that is how launches DO work with the process we’ve built.

The good news is, I’ve included every single one of these dream factors into a new course that will show you how to build your own 7-Figure Launch Machine.

• Our complete launch system
• All of the templates, tools, benchmarks, and the full set of beginning-to-advanced launch tactics
• All of the launch amplifiers that boost revenue on every launch
• The psychology behind why all of this works
• Plus extensive case studies, detailed teardowns and 5-figure, 6-figure, and even 7-figure launch campaigns to study and reference

All of it packaged together in a course like no other.

Introducing…

Unlock the exact strategies, frameworks, tactics, benchmarks, and templates we use to design effective launches, outline and craft compelling funnels, boost revenue by over 50% on every launch — and do it all smoothly, quickly, and worry-free.

Whether you’re ready to run your first 5-figure launch … or you want to create a 6- or even 7-figure launch, we will show you exactly how to do it.

How Breakthrough Launch works

Breakthrough Launch walks you through our step-by-step system to consistently generate highly profitable launches.

We’ll dive deep into the exact strategies, frameworks, and tactics you need to execute your launch. You’ll get the shortcuts and insights that took us years of hard work and millions of dollars to learn.

No sugar-coating, BS, or random tactics — just the simple, proven steps and systems we’ve proven over a decade, over 120 launches, and over 30,000 paying customers.

All of it at your fingertips — recorded, transcribed, and available in multiple formats so you can access it anytime, anywhere.

To create the material in Breakthrough Launch, we dissected every step in our launch process. We looked at all of the launches we’ve created over the years — over 100 in all — to discover the driving strategies and the subtle insights that create a profitable launch.

We conducted deep analyses of some of our best and most original launches. (Those funnels — and our analyses — are included in Breakthrough Launch.)

And finally, we pulled together every internal tool and benchmark our team uses to create and launch winning funnel after winning funnel.

Module 1

Designing Your Breakthrough Launch

What you’ll learn

• An insider tour of a $3,000,000 launch. Feel what it’s like to run a hit launch
• Your 3 primary levers to drive launch results — get these right and you can ignore the endless minutiae most people obsess over
• 4 types of scarcity that can boost your launch results by 300%
• Benchmark launch conversion rates (how does your launch compare?)
• A detailed walkthrough of the 7-Point Launch Plan we use to simplify and streamline every launch
• The quick 2-question checklist you should use on every funnel outline you create
• 4 “common truths” about launches that we outright ignore (plus 3 new beliefs that will change the way you think about launches forever)
• How to identify any potential objection a reader might have
• How long should your funnel be? Get our guidelines for when to use a 1-, 2-, or 3-week funnel
• The fast way to outline your funnel

Module 2

Crafting Your Breakthrough Launch Funnel

What you’ll learn

• The “Disneyland Secret” to creating captivating launches
• Our Experience Mapping Technique for getting in our readers’ heads
• How to preemptively short-circuit reader objections (this feels like magic if you do it right)
• The 2 types of email openers that kick off 90% of our emails
• The #1 most important thing to do in any pitch (getting this right will instantly bump up your sales)
• When (and how) to add jokes and personality to your emails
• Our Launch Funnel Checklist for making sure every funnel is complete and compelling
• Why most case studies flop — and the advanced steps we take to make sure ours hit home
• Our 3-Point Close Formula for driving massive “last day” sales
• The “Painterly Approach” to crafting hit emails

Module 3

Adding Your Launch Amplifiers

What you’ll learn

• How should you segment your list during a launch to optimize revenue?
• See our behind-the-scenes numbers on upsells, payment plans, and tiers
• How much time should you spend on social media during a launch?
• Our recommendations on how to use challenges, tripwires, and contests during launches
• How to automatically add 5-10% extra revenue to every launch — after your launch is over
• Script: How to ask a business owner if they’re interested in an affiliate launch
• Advanced tips on managing successful affiliate launch programs
• Our advice on how and when to use bundles
• The exact launch amplifiers that will boost your launch revenue by over 50% — every time
• How to sell in a webinar without coming across as sleazy

Module 4

Executing Your Breakthrough Launch

What you’ll learn

• The types of email replies that tell you if your launch is working or not
• The critical email metrics to track — with benchmarks for each
• What to do when your launch flops
• The 4 roadblocks behind most failed launches — and what to do about each
• 5 questions we ask in every post-launch debrief
• How to grow your business with launches — without burning out
• The 3 critical components in a successful automated “evergreen” funnel
• How often to launch to your list
• The 3 biggest wins for long-term business growth

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