How Jeff Walker's "Product Launch Formula" Turned Marketing into Musical Theater
Are you struggling to get all the copy written for your Product Launch?
Are you having a hard time getting each of the many building blocks to fit together into one smooth sequence?
It's not easy. Jeff Walker's revolutionary "Product Launch Formula" has helped thousand of business owners. But it's a complicated system. And it requires many different pieces of copy all working together to form a cohesive whole.
I felt pretty overwhelmed the first time I tried to use Product Launch Formula. There were so many moving parts. All the pre-pre launches, pre-launches, PLCs, emails, ads, sales letters, follow-up sequences, and more... I had a hard time wrapping my head around it.
I was talking with my mentor, A-list copywriting Maestro Ray Edwards about the challenge of a PLF launch. He was explaining how all the many pieces of copy have to fit together over a long sequence.
A lightbulb went off. "Ah..." I thought... "it's thematic! It's like a big piece of music. Actually, it's like writing an opera or a musical. Hey, I know how to do that!"
I realized that my experience as a successful opera composer was the key to unlocking a PLF launch.
The Little Mermaid and the Perfect Product Launch
Ok, stay with me for a minute. This might get a little messy.
What Jeff Walker did to the sales cycle with PLF was, he turned it into a Broadway Musical. Musicals and Operas are basically the same thing. But we'll go with "musicals" here because they are more familiar. And what could be more familiar than a Disney musical like "The Little Mermaid"?
Ok, so a PLF Launch has a specific structure. Jeff built his marketing formula using old fashioned dramatic structure. Most of us know this structure because of Joseph Campbell who calls it, the Hero's Journey.
In a nut shell... we have a character who has a problem. They go on a quest to solve their problem and meet a guide who helps them. The guide gives them a plan, calls them to the quest. They leave home, fight the dragon, seize the magic sword and come back victorious, a new person.
In PLF, the marketer or business owner is the Guide. His prospect is the Hero who has a problem. The Guide calls the Hero to action by presenting their product as the solution. To solve their problem, they have to go on the quest, buy the product, use it, and transform themselves into a new person.
It's a very powerful method build on ancient myth and deep psychology.
So in the Little Mermaid's case, here's how the Hero's Journey works. Arial wants to be human, that's her problem. She adds to her problems by making a pact with the Sea Witch, Ursula, who gives her legs in exchange for her voice. She has only 3 days to get Prince Eric to kiss her, or she becomes a slave to Ursula.
Sebastian, Arial's Guide, helps her on her quest to get Prince Eric to fall in love with her. She tries and fails. At last Arial and Eric defeat Usula, like slaying the dragon. Arial's father sees how much she wants to solve her problem and be with Eric. He grants her wish and she lives happily ever after.
Basic Hero's Journey.
But How Does This Apply to Marketing?
Disney doesn't tell this story with just words. It's a musical. And musicals have dialogue, songs, overtures, big ensemble pieces, etc.
Product Launch Formula is no different. And seeing it as a Musical solves the copy problem.
Here are the elements of PLF and how they match the building blocks of a great Musical.
Maybe I’m just a crazy musician (actually, I am…) but thinking of the long PLF sequence as a Musical really helps me!
Every piece of copy, every email, every ad, every video, it’s all a part of the musical arc. It’s all a part of a big, thematic whole.
Need some help with your launch? Why not work with an award winning composer turned Launch Copywriter like me?
Click the button below and let’s talk. I’d love to help you writer your very own PLF Musical!
May your copy every be melodic and harmonious!