2 Lessons From Jeff Walker’s Product Launch Formula LIVE

Over the weekend I was in Scottsdale Arizona at Jeff Walker’s PLF event – which was simply fantastic.

Jeff is a great teacher, a brilliant marketer and a super nice guy. I love how important his family is to him.

I cannot emphasize enough how darn important it is to get out to business conferences. The insight, inspiration, and in-person networking are priceless.

I had a chance to hang with one of my dear friends and business mentors, Joe Polish. I roped a bunch of us into going to a haunted house. Yes, I am a zombie geek.

Shameless plug: If you haven’t yet registered for RHH Live – do it now because we’re over 70% sold out.

We have a ton of brilliant ladies flying in from all over the world – Cambodia, Scotland, England, Spain, Australia, all across the US and Canada and YES a few smart guys have registered too.

During the PLF conference itself I took a boatload of notes. All golden nugget type stuff that will add some zeros to my bottom line.

Here are two big take-aways that you can apply to your business now.

1. Take customers objections head on.

Potential customers always have reasons why something won’t work for them. Those reasons are what stops them from buying. They’re thinking this won’t work for me because…

• I don’t have enough time
• I don’t have enough money
• I’ve already spent XX dollars on all these other solutions and nothing works.

You need to enter the conversation that’s already going on in their head. Tackle customer objections straight on in your marketing.

For example, if you’re selling something that involves technology and a big customer objection is that “I’m a techno-idiot so this probably won’t work for me.”

You need to tackle that objection head on and prove otherwise.

Offer case studies from happy customers who are also “technically challenged” and have great success with your product.

Show screencasts of how “plug and play” it is.

Draw an analogy like “If you can send an email, you can do this!” Bottom line is that customer objections are already there. Tackle them head on and watch your sales soar.

Action Step: Go through your products and services and list out all the objections you can think of.

Talk to customers and find out what their hesitations were.

Then take those objections head on in your marketing! Adjust your sales letters, videos and testimonials to directly address every objection your potential customers may have.

2. They come for the content, they stay for the relationship.

This priceless nugget was from my friend Dean Graziosi (who helped me get Make Every Man Want You sold to a big publisher and it’s now in eleven languages – thanks Dean!)

Dean says, “Think of your list like your family and you want to protect them.”

So what exactly does that mean?

That means you remember that every single person on your list is a person. They are not a “lead” or a “number.”

This is about deeply honoring the relationship you have with the folks on your list.

How do you do that?

By giving away valuable free content on a consistent basis.

By being grateful for every single person who has graciously given you her time and attention by signing up for your newsletter.

It’s about putting heart and soul and thought into that relationship and treating each person like gold.

It’s also by not promoting sub-par products or being a JV for every Tom, Dick and Harry that asks you to “blast” your list.

Funny aside. Dean shared that his staff is not even allowed to say the word blast.

Think about it. When was the last time you wanted to be blasted by anything?

Action Step: Take a look at your communication strategy with your audience.

Are you protecting them? Do you communicate consistently?

Do you share content that inspires, educates and nurtures them – just like they were family? If not, make a change now.

Remember, they come for the content, but they stay for the relationship.

Ok, I’m off to shoot some videos with a few entrepreneurial ladies here in NYC.

But I’d love to know your thoughts on these two nuggets.

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