PLF

SIDEWAYS SALES LETTER

Building the e-mail list

 Squeeze page
 Ethical bribe
Create an avatar – person you are publishing to
Responsive list is better than big list
Double opt-in is best in most circumstances
Prospects list vs Buyers list
(Someone on your buyers list is worth 15 people on your prospects list)
RFM – recency frequency monetary = powerful prospects
Measure and optimize
Build a relationship with your list
Launch list: so you don’t bombard all your list with e-mails

Sequence

1. Pre-prelaunch
2. Prelaunch
3. Launch (Open cart)
4. Post-launch
5. Relaunch

Write your sales letter first! (why your product exists)

Launch Conversation: always be asking for opinions and comments
Entering the conversation already happening in your prospect’s mind

Pre-prelaunch
1-4 weeks long
Lets your market knows that something is coming, but with no hint of a
sales pitch
Leave a trail of breadcrumbs for people to follow: people love to know a
secret, having insider information
Identifying the offer, the story and the objections: survey asking for the
pain points
People like to support that which they help create

Prelaunch
9-12 days long (longer if it’s a more expensive product)
3 standalone pieces
PLC – Pre Launch Content
 1st – opportunity (pain points, what can change)
 2nd – transformation (more heavy-duty teaching)
 3rd – ownership experience (get them the feel of what it’s like to
own the product, paint the picture of the desirable future)
 Sales video
Screencap video showing the course/site
Overall story arch across all 3 videos
Crush objections: why should I bother with your product?
Problem – Solution Path: with every piece of PLC you define a small
problem and provide the solution to it (and then introduce the next
problem)
Show the downside, educating them on what their problems are
Last video: big problem > product solves this big problem
“now I have to show you the blueprint of how this all ties together”

Launch – Open Cart

5.7 days long – opening days: Tuesday-Thursday
 Position yourself on the high end of the market
>Positioning builds positioning<
 Ask for feedback
 Sales video: what would it cost you to acquire all this experience on
your own?
 Do not assume your prospect watched your PLC.
 Cart open day: two e-mails (“we’re open” and tsunami e-mail:
“trying to keep the website working”)
 Send e-mails every day the cart is open (responding objections,
share feedback you received, etc.)
 The day before close, start to create scarcity
 Cart closing day: two or three e-mails (closing tonight at midnight,
twelve hours warning, and last chance/thank you)
 Close cart at midnight

Seed Launch

 Webinar/recorded video – survey after each

 Guest experts – interviews (live calls, recorded in person)
 Hot Seats – look over their work and give suggestions
 Q&A calls – bonus (one on one calls as added value)
 Live workshop – much higher value (for bigger lists)
Higher price: sets value for future product, people show up more
List: 50-300 people (more is OK)
30-60 people should participate (give spots for free if needed)
Timeline:
Day 1: initial announcement
Day 3: follow up – answer questions
Day 5: program details
Day 7: release program
Day 8: follow up, social proof
Day 9: 24h warning (scarcity), social proof
Day 10: social proof, scarcity, close program
Day 11: start program (once a week, 3-5)
Day 18: second module
Day 25: third module
Immediately after program ends, start building product for full launch

Evergreen Launch

 Once you do a timed product launch: for experienced people

 Using the power of a launch to build a continuous business
 Product is always available
 (You could have one product on a periodic launch and one always
available)
 Put some delay between the day they sign up and the first piece of
PLC (3-5 days) or weekly/monthly launches (everyone who comes in
during that period get the first piece of PLC in the same day)
 Instead of PLC, you can do a webinar and then direct to a sales page
(if they don’t attend, e-mail the replay) – either way, don’t date
your content in any way
 Send e-mails between squeeze page and content
 Be careful with the dates on your e-mails
  Scarcity: price increases after a number of days (timed page
disappears)

Mental triggers
 Event: ritual, feeling like you’re part of something bigger
 Community: we act like we think people should act
 Social proof: people look to other people for clues on how to act
 Scarcity: when there’s less of something, people want it more
 Anticipation: captures imagination and attention
 Proof: show people that your stuff works
 Interaction: people would rather talk than listen
 Reciprocity: give great stuff, people will want to give back to you
 Surprise: you don’t want to be predictable
 Likability: people buy from people they know, like and trust
 Credibility/Authority: show why people should trust you
 Being interesting: be different, have personality
 Reason why: “because” is a very powerful word
 Take-away sale: act like you don’t need someone

Story
Humanizing your marketing
 Reluctant hero: doing this because people asked you to
 Loss and Redemption: You had something great, lost it (someone
took it away from you), but you came back with it bigger, greater
and more powerful
 Underdog: fighting a big common enemy (people will root for you)
 Discovery: your (and the product’s) origin story, how you learned all
this
 Curation: everything you studied, trained, read, etc
 Revenge: corporations, big competitors, someone trying to shoot
you down (careful: can make you less likable)
 Ascension: rags to riches story, what motivated you