AMPLIFY DAILY: “$53K Launch Breakdown >> Tactics of Offer Deadline” (Day #8 of 365)

Thomas K.R. Stovall
Thomas K.R. Stovall
All Posts By TKRS

DAY #8 OF 365 | Monday, January 8th, 2024

In this current series of emails, I’m giving you an all access pass behind the scenes of a warm network launch campaign I architected and partnered on in the last week of 2023…

The campaign ended up doing approximately $53,000 in sales over a day and a half, and around $57,000 total before it was officially done a couple days later.

YESTERDAY’S RECAP

If you missed yesterday’s AMPLIFY DAILY, I gave an overview of the things I considered in repositioning the high-ticket offer at $10,000, up from the $2997 original price, and the $7K that they wanted to price it at newly.

As you’ll see in yesterday’s video above, I considered the following in setting the new price point:

  1. Existing Program Price
  2. Time Commitment of Program Leaders
  3. Repositioning the Commitment
  4. Introducing A Focus On Milestones
  5. Narrative and Offers

“TACTICS OF THE OFFER AND THE DEADLINES…”

This is my favorite part of the transaction, because it’s not just ringing the register…

It’s HOW we ring the register in these types of launch campaigns…

TENS OF THOUSANDS OF DOLLARS in minutes to hours…BY DESIGN.

I LOVE CONSEQUENTIAL offers

I’ll say more about that in a bit…

For now, just know that people RESPECT a thing…

When they realize that there is CONSEQUENCE for not paying attention and moving accordingly…

That said, let me paint a vivid picture for you illustrating what your prospects are FEELING at this stage of the transaction…

If you’ve set this up properly.

I call this…

“CREATING THE CLIFF”

So it’s really not a cliff, it’s more like a waterfall…

But the point is, you want your prospects to experience a FALL at the end of day 1 of your launch…

Said another way, you want them to experience LOSING something.

THE CALM STREAM…

Visualize riding down a calm stream in an intertube relaxing…

Lazily wafting down the river, barely even moving…

The scenery is beautiful, you’re loving the ride…

Off in the distance, you can see something is happening…

Maybe it’s a fog?

You’re not quite sure what it is…

———-

That scene is the equivalent of a multi-day, story driven launch campaign.

You’ve shared with your prospects that on a particular date and time, they need to pay attention to the big announcement you’ve got planned.

They’re like yeah yeah, a BIIIG announcement, sure…

They’re watching and listening, but not really expecting to make a move…

THE PACE QUICKENS…

Then the water starts to pick up the pace, and get slightly more turbulent…

It’s clear that they’re moving toward something, and FAST!

They gotta figure out what to do, they’re getting swept away!

The momentum is accelerating and they can’t get out of the water…

And now they realize that the fog they saw up ahead?

That’s not fog at all, it’s mist rising up as the water goes over the edge of…A WATERFALL!?!?

Oh my God…

They’re wondering how do I get outta this!

And they can’t.

They’re trying to grasp at rocks to slow themselves down…at tree branches to try to pull themselves to shore…

But they can’t get a hold of anything…they are GOING. OVER. THE. EDGE!

———-

This is the day of the announcement.

You’ve built the anticipation, and you’ve just now unveiled this AMAZING offer that is a perfect fit for them…

At an AMAZING one-time only price (which must truly be one-time only), and that price is only good until MIDNIGHT THAT DAY!

Even if they’re not all the way in, they’re thinking about it, and wondering if they should go ahead and buy, JUST IN CASE…

Many folks will grab that lifeline that is your offer, and pull themselves to shore before going over the edge, but some will take the plunge…

THE FIRST FALL…

Their stomach is falling out of their body as they fall, and then BOOM, they land only about 15 feet down, into another body of water…

They’re soaked, and confused, but they are alive. Thank God!

They realize it wasn’t a huge waterfall at all, just a slight drop. They’re relieved. But then…

Oh no…the pace of the water flow is picking up again…

And what do they see off in the distance?

Another waterfall. Oh. MY. GOD!!! Not AGAIN…

———-

This is the day after the announcement, and after the first deal that expired at midnight the day before.

You are publicly shouting out all these people who purchased the offer, and it’s clear that they couldn’t be happier.

Social proof everywhere, balloons, celebrations, streamers…

FOMO is descending upon those who missed the offer…

But the campaign isn’t over…

Day 2 you unveil an offer that isn’t nearly as good as day one, but it’s still WAAAAAY better than what the pricing and offer will be day to day, after the launch campaign is done…

And this offer ends at, you guessed it, midnight that day.

Now these people see all the momentum, and they want to be part of the community, but they needed to be spanked…

They didn’t believe fat meat was greasy, and needed to see that you’re not just another “marketer” who makes fake promises…

And says that the deal was limited-time only and is over, but if you want the deal tomorrow, you can still get the deal tomorrow.

They needed to see that your word is your word, and the offer that you said ended at midnight the day before was REAL, and not coming back.

They needed to see that yesterday’s deal they missed was real, so they respect and respond to the deal that is still available to them TODAY, which is still WAY better than the pricing that they will see TOMORROW if they wait again.

By default, this has them know that this offer for day 2 that they’re now really considering is going to truly be gone, and won’t be coming back.

Do they grab the lifeline and pull themselves to safety by buying NOW, or do they chance it and go off another cliff, hoping that one day, some day, by some miracle they will ever again see a deal this good for this program?

For the ones who are serious, and who have the money to buy, and who just had that little sliver of fear that was keeping them from making a move…

We have short-circuited their logical brain and reframed their fear.

We’ve created a context where their FEAR OF LOSS of the opportunity is now larger than their fear of failing if they move forward.

ANCHOR THE NOW…

Everything about the campaign offer structure is about anchoring the NOW, and designing an environment where there is CONSEQUENCE for waiting until tomorrow to move forward and buy the offer.

I call this a CONSEQUENTIAL offer…

The majority of us don’t make CONSEQUENTIAL invitations, and certainly not CONSEQUENTIAL offers…

When I make my audience an invitation or an offer, if they ignore it…

There is CONSEQUENCE.

I make you a qualified invitation, and right up front I give you all the parameters you need in order to make an informed choice, and you continue forward in my process AFTER I say…

“Ok…so if ASSUMING ALL THESE THINGS ARE TRUE, if we keep going forward in this process, do you have the time, money, and intent to move forward to contract?”

If you say yes, and I go on to spend more of my time with you and do everything I said I would do, then when it comes time to move to contract, you WASTE MY TIME and backpedal?

Sir or ma’am, time is the most precious of all treasures, and you have now wasted mine…

For that, THERE IS CONSEQUENCE.

Be honest…do you build CONSEQUENTIAL transactions?

Or do you run around chasing people, following-up with them until God knows when, trying to convince and kajol them into saying yes to you and your program.

DO NOT CHASE. Attract.

Our brains and our bodies are much more motivated to move when there is the threat of LOSS pressing on us, much moreso than what we have to gain.

We want to position our offer structures and timelines so that we press on those predictable mechanisms that activate their desire to NOT MISS the offer, and make the upside SO GOOD that they can justify taking that perceived risk…

We’ve already done the work on the front end to make sure that if THIS PARTICULAR CUSTOMER says yes to us, it will be one of the best decisions they’ve ever made, given how finely tuned our program is for people just like them

WHAT WE’LL COVER TOMORROW…

Now that we’ve covered the offer creation process at a high level…

Tomorrow will be part 3 of my breakdown of the offer creation process in the campaign…

I’ll walk you through all the thinking and psychology behind how I framed the lower ticket offer that was the secondary part of this launch campaign…

While positioning it to eventually sell every single person who purchases this offer into the high-ticket $10,000 offer down the line, without having to sell them at all.

ARE YOU AN OFFICIAL SUBSCRIBER YET?

To make sure you don’t miss any special opportunities and information that I make available specifically to my AMPLIFY DAILY subscribers, register at https://ThomasKRStovall.com to make sure you don’t miss any emails.

At Your Service,

Don’t hesitate to reach out – tkrs@thomaskrstovall.com.