How to Make Product Launch Formula Sing Like Sinatra
Are you a ‘Product Launch Formula Owner’?
Are you excited, but slightly worried about pulling off a successful launch?
Would you like to know how to make your next ‘PLF’ launch sing with melodious power?
Do you want your prospects to be as excited about your offer as you were the first time you heard Jeff Walker offer?
If so, you’re in the right place.
In this post I’ll discuss M.A.E.S.T.R.O. Copywriting Framework and describe why it is the perfect counterpoint to ‘Product Launch Formula’.
Product Launch Formula
Over the last two weeks, Jeff Walker has launched his annual ‘Product Launch Formula’ upgrade. I’ve throughly enjoyed watching him work in his new ‘live masterclass’ format.
His guard is down. We see him mess up a bit, laugh it off, and be even more personable than he is when scripted.
‘Product Launch Formula’ is one of the most important innovations in online business and marketing. All the big dogs use this system.
Have you ever paid close attention to a Tony Robbins or Dave Ramsey product launch? They use Jeff’s “Sideways Sales Letter” and his P.S.P. Path (Problem, Solution, Problem). Jeff has helped over 10,000 entrepreneurs make over half a Billion dollars. That’s “Billion,” with a big, fat, “B.”
There’s something magical under the hood of each successful product launch.
Jeff provides the system, the format, the framework, the strategy and all the tactics to enact the strategy he calls ‘Product Launch Formula.’ Yet without the magic under the hood, the system fails.
Without Persuasive, Melodious Sales Copy, Masterfully Orchestrated,
to Tap Your Prospects Secret Heart,
’Product Launch Formula’ Falls Flat On Its Face!
Jeff doesn’t hide this fact. He’s very clear about the importance of great copy and it’s key to the success of ‘P.L.F."‘ He drills down into the Emotional Triggers codified by Dr. Robert Cialdini in his book “Influence: The Psychology of Persuasion.”
How are these persuasive emotional triggers tapped? Through our words. Our copy.
M.A.E.S.T.R.O. Copywriting Framework
As you can probably guess, I’m not only a marketer and copywriter, I’m also a musician. More specifically, I’m a composer and orchestral conductor. I’ve discovered, to my surprise, that writing powerfully persuasive copy is very similar to writing excellent, impactful music.
I’ve developed a system that helps me write melodious sales copy. The kind of copy that sings your prospect’s tune.
Do you remember back in high school when you and your sweetheart had a song that was “your” song? Come on, admit it…you know you did…I know I wasn’t the only one…
Do you remember what it was like when you were at a dance or a prom and “your” song came on the stereo? You perked right up, grabbed your partner and hit the dance floor. Or maybe it triggered some other type of action. Whatever the case, the DJ sang “your” tune.
When you’re writing copy for your product launch, you want to sing your audience’s tune. You want them to perk up the same way you did when you heard “your” song as a twitterpated teenager.
The M.A.E.S.T.R.O. Copywriting Framework is a simple formula and acronym I use to help me compose my sales messages. Messages that sing my audiences tune.
I go into a lot more detail in my book (which isn’t yet available, but will be soon, click here to be added to a notification list and get a copy of Chapter 1 for free).
I’ll give you the “Cliff Notes” version today.
Following the M.A.E.S.T.R.O. gives you all the building blocks of a full-scale persuasive sales letter…the regular kind and the sideways kind.
But beware, you don’t want to be a BAD, arrogant or egotistical M.A.E.S.T.R.O. like some of classical music’s most feared conductors. You want to be a GOOD, helpful, empathetic, caring M.A.E.S.T.R.O. (Click here to read about Good Maestros and Bad Maestros.)
In short, here’s the M.A.E.S.T.R.O. Copywriting Framework.
M is for Identifying the Market’s private Misery. Where does it hurt? Why does it hurt?
A is a reminder to Aim at the Audience’s heart, to Arouse their private misery bringing it to the surface.
E is for Empathy. Our audience needs to know that we really care. Nobody cares how much you know until they know how much you care.
S, we present our unique System that will Solve their internal Saga and Soothe their misery.
T is for Transmigration. No, it’s nothing religious. It’s a literal change that will occur in their life as a result of applying your unique solution. It’s more than Transformation. It’s a putting to sleep of the old self and a re-birthing of a new self.
R is the big Reveal. We have to spell out the details of what we’re offering. The details and the deliverables.
O explains the expected Outcome. What we want them to do. The Action they need to take to experience the soothing, the transmigration.
The M.A.E.S.T.R.O. Copywriting Framework helps us define and communicate our Principle Theme (some call this the ‘core thesis’). But there’s more.
The Principle Theme defines the core of our message. But great copywriting is a 2-way communication super-highway. We send out the words that stir our audiences hearts. But the words fall dead unless that take affect in our audiences lives.
Using the M (market & misery) probe and the all important E (empathy) from M.A.E.S.T.R.O., we define the Principal Affect. We have a clear definition of how our S will change their lives. How it will take a Soothing Transmigrational affect in their lives.
With the core elements clearly defined, aka the ‘Principal Theme’ and ‘Principal Affect', we are ready to inject our melodious words into the golden scaffolding of ‘Product Launch Formula’.
P.L.F. + M.A.E.S.T.R.O.
I’ve prepared a diagram of Jeff Walker’s basic PLF framework and overlaid the alchemical elements of the M.A.E.S.T.R.O. Copywriting Framework.
P.L.F. is to your product or service as the detailed structure of a grand Symphony.
M.A.E.S.T.R.O. is the melodies, the harmonies, the orchestration and the tangible emotional affect that fills the Symphony with its power.
Roll over Beethoven, here we come!
To get your free copy of my P.L.F. + M.A.E.S.T.R.O. Guide, click the button below. I’ll send you an email with your free PDF.
Here’s to your P.L.F. success! Break a leg!
P.S. If you’d like to work with me, please feel free to reach out to me via the Contact page. I’d love to hear about your product or service and the people you serve. I’d love to help you compose melodic copy that sings your audience’s “tune.”