Today I wanna teach you guys HOW to launch an MLM product.
I’m actually really excited to teach you how to launch an MLM product. A lot of research and time has gone into planning and putting this together.
I wanna do a couple of things here…
First of all, I want to bring attention to and help you think about how Hollywood launches a movie.
Now think about this with me for a moment.
There are really cool movies that are coming out soon, and I LOVE going to movie theaters! I love…
- The experience
- When you walk in the light is a little bit dim, which makes the pupils dilate a little bit more (they do that and restaurants also)
- The ambiance
There’s a lot to it!
I’m actually a theme park junky as well. I’m not gonna lie… I love Disney.
I’m that guy that would totally go on rides by myself because I love the experience of it.
I love that before you even get on a ride they start pre-framing you for this big build-up.
HOW DOES HOLLYWOOD LAUNCH A MOVIE?
Right now you’re probably thinking, “What does that to have to do with what you’re talking about?”
Just think about this with me for just a moment.
The way Hollywood launches a movie uses very much the same kind of methods.
They both use:
Hollywood is always putting out small minute-long previews a year before the film comes out.
They probably don’t even have the movie done… But they’re saying, “Hey here’s when it’s coming out”.
Sometimes it’ll just be something as simple as the title.
They did this with one of the most recent Star Wars movies. They did a trailer six months ahead of time and all it did was play the iconic Star Wars music with the title and date overlayed.
And the crowd went ballistic!
I was like, “Oh my gosh, that’s awesome.”
There was NO story, it didn’t say anything!
Now I want you to think about this a moment…
WHY is this such a powerful and impactful thing? What happened six months later?
They release a little bit of a story, usually about the protagonist.
They tell a little bit of background and they add a little bit of conflict in.
None of us like conflict but can you imagine how boring life would be if there wasn’t any?
We do want a little bit of drama in our lives, whether or not you’re willing to admit it 😉
- If everything was easy 24/7
- There were no challenges
- No trials, nothing in our life
The salt of life would be gone.
THE KEY TO LAUNCHING A PRODUCT
Think about this with me for a moment…
Three months later and they release another preview.
Every single preview up until then has been giving you a specific date (or at least season if it’s like a year out), “It’s coming out on this day at this time”.
**This is very very key to understand.**
They build up pressure and they build up pressure and they build up pressure up until the specific day…
THEN they’ll start releasing:
- Pre-booked tickets
- Specific experiences that you can have with the movie
Now when the day of the actual movie comes up there’s a HUGE amount of pressure that’s built on a specific day in time like, “BOOM”.
As a society, even if you’re not a huge movie-goer there’s a big percentage of people who have been educated on what the movie is and what it’s gonna be about.
There’s open loops like crazy, so there’s a lot of curiosity and everyone’s like, “I gotta go on that day” right?
But before that comes up… They’re gonna get the actors to go and hang out on night shows. They’re gonna go on:
- Jimmy Fallon’s Show
- The Tonight Show
- Today Show
… They’re building up pressure for this thing and at the end of each of those shows, they’re like, “Make sure you go see the show coming out this day, back to you guys”.
If you look at what’s happening, they’re orchestrating this incredible event. Not at a certain location, not at one spot, but they’re orchestrating an event… They’re orchestrating NOISE.
And that’s what campaigns are, they’re building a campaign.
THE POWER OF A BOX OFFICE LAUNCH
Now, all of this pressure gets built up and it pushes towards this specific day and then “BAM”, box office weekend happens.
They make so much money on the initial weekend that the movie’s open, that there’s usually not that much money left…
I mean there’s a lot of money, but nothing like that huge initial burst, “BOOM!”
That huge initial burst pays for…
- Not just the crews
- It pays for ALL the stuff
… Then they just live on the cash flow that’s gonna come from the remainder of that film’s life.
Obviously, this is NOT a new concept… But think about that. Most brand new products that there’s a lot of buzz around, they ALL follow that same pattern!
THESE GUYS KNEW HOW TO LAUNCH
Three of my favorite guys EVER are:
- Albert Lasker
- P.T. Barnum
- Claude Hopkins
SIDE NOTE: Have you seen the movie “The Greatest Showman”?
That movie is largely made up… He started the circus as his retirement project NOT to take care of his young family. Hollywood completely made that up.
Here’s some facts about P.T. Barnum:
- Most of P.T. Barnum’s career was done around museums
- P.T. Barnum was the first guy to bring an elephant to America (so he made a huge deal around that)
Anyway… These guys lived INCREDIBLE lives and they ALL understood the same principle of building a pressure.
Stick with me because this is very, very powerful and will help you understand HOW to launch an MLM product.
I KNOW one of the reasons why a lot of people don’t do well in MLM is because they don’t know what I’m talking about right here.
When P.T. Barnum first brought an elephant to America, he wanted to make a big deal about it. He wanted to make a huge deal about it.
THE P.T BARNUM STYLE LAUNCH
So how did P.T. Barnum launch this elephant to the world?
He was rich a rich dude. He’s the second millionaire in America.
One of his houses on the outskirts of New York was right next to these busy train tracks that led into the center of New York.
When he brought this elephant to America, he decided to plow his fields with an elephant right next to the train tracks.
The funny thing is… They were not plowing ANYTHING. They were fake plowing! NOTHING was planted there!
But he continued to plow his field with an elephant next to that incredibly busy train track until over 60 reporters showed up and they ALL captured the story. These reporters ran the story all over the place.
Only once he felt he had got enough buzz around him and his museum… THEN he finally stopped fake plowing his field with an elephant and sold the elephant.
But that technique created a HUGE boost in revenue for his museum. He kept doing this over and over and over again, every single time he started selling something brand new.
This is a BIG lesson in HOW to launch an MLM product and I’m trying to help you understand it.
This is one of the reasons why people don’t buy from MLM-ers even though you have a great product… Because you don’t understand the principle of a campaign.
Every time P.T. Barnum had a new product, he would create a campaign around the product.
HOW NOT TO LAUNCH AN MLM PRODUCT
Albert Lasker would do the exact same thing.
PT Barnum is famous for another campaign he did around a fake Mermaid that was “caught off the coast of Fiji”. He created this whole ruse.
I’m not here to say whether or not that was good or bad… But the principle behind it is that whenever you have a product, you need to create a campaign.
Imagine if Hollywood spent $100 million dollars putting together a two-hour movie… And the first time you hear about it, is the day it goes to the movie theater.
QUESTION: How successful that would be?
ANSWER: Not very successful.
But most MLM-ers do that with their own MLMs product. What I’m trying to help you understand here is HOW to launch an MLM product. And to do that, you need to behave like a brand new MLM coming onto the market.
You need to build:
- A campaign
- All this pressure!
… It’s orchestrated noise, it’s orchestrated pressure.
You need to behave like a brand new MLM.
Right now you’re probably thinking, “But Stephen, my MLM’s not brand new.”
Yeah… But it might be new to all the people that you talk to about it.
There are TONS of MLMs out there I don’t know about. TONS.
And I’m in this space with you!
You need to be building up noise and pressure and anticipation around the fact that there is this AMAZING thing coming out and, for a limited window of time, “box office weekend”, you can participate in this great experience.
HOW TO LAUNCH AN MLM PRODUCT
It’s not enough to…
- Have a great product
- Always let something be available
You need to take it off the market or say it’s only available at this certain price/discount at this certain time.
When you do that, you’re behaving like a brand new company entering the marketplace.
Creating buzz, creating a campaign, on a specific date, specific time, for a certain amount of time, a certain window… And then take it off.
I’m not saying to stop selling the product… But for new people that you’re gonna acquire there’s nothing wrong with opening up the window and saying, “Hey, the promo is only available for this amount of time. You can still buy it, but the promo’s only available here.”
QUESTION: What do most MLMs do to their own distributors?
“Hey, there’s a new flavor coming out… But it’s only for this time.”
This is a skill set that most MLMs know very well.
YOU’RE the distribution channel… They actually call you a distributor. YOU’RE the one that goes and buys it.
HOW TO LAUNCH AN MLM PRODUCT SUCCESSFULLY
What I need to understand and the point of this episode is that you can step back and say, “Oh my gosh, I’ve never behaved like a brand new business.”
You’re technically a new company… But you DON’T enter the marketplace like a brand new company.
You gotta build up the pressure around that and then turn around and say, “Hey, only available for this time.”
Remember what P.T. Barnum did with his elephant?
- He found something SHOCKING – an elephant
- He put it in front of distribution – a train.
You can build your own distribution channels, but it is waaay faster to hook into a distribution that already exists.
Find your train and start putting something out there and keep doing it until you feel like you’ve generated enough a BUZZ around the thing that you sell. This is big.
It’s one of the reasons why most people don’t know how to launch an MLM product and they don’t have any success with this stuff.
It’s because they’ve never taken the time to sit back and actually orchestrate a campaign.
They don’t behave like Hollywood releasing a movie.
Please, please behave like Hollywood releasing the movie.
You’ll find an insane amount of power will come in your pocket because most people don’t know how to launch an MLM product with that one skill set.
A campaign is nothing more than orchestrated noise towards a specific date.
HOW TO LAUNCH AN MLM PRODUCT WITHOUT FACEBOOK
Facebook campaigns… That’s NOT a campaign.
Facebook is destroying the term campaign, they’re killing it.
A campaign is NOT an ad. It can be part of a campaign, but it’s NOT a campaign.
It’s like saying a tire is a car.
No, a tire is part of a car, but it’s not the car.
It’s the same thing with Facebook ads… Paid advertising is not the only way to get traffic.
In fact, it’s one of the weakest forms of it up until a certain point, and only then it becomes very powerful.
Think about the old school guys like P.T. Barnum, Clyde Hopkins, Albert Lasker.
These are the old-school marketers that changed the way we do a lot of stuff now. They didn’t have all that tech… So how did they generate noise?
ANSWER: They were pros at creating buzz around a certain date and time with a certain message.
- You’ve likely been given a script or message from your MLM
- You probably have an awesome offer because your product is amazing
The reason why most people don’t get paid in MLM for a while is that they don’t know how to launch an MLM product and create campaigns.
HOW TO LAUNCH AN MLM PRODUCT STEVE LARSEN STYLE
What I would do is…
- I would interview lots of people
- Tell everybody that all the interviews are gonna be released on a certain date and time
- Sell your product on the back of it
That’s almost guaranteed to generate a spike in sales.
The whole point of this episode is to help you understand why you need to behave like a new company entering the marketplace and how to launch an MLM product.
You can do it every quarter or every month, or however often you choose to do it.
Those spikes and sales is usually what cover my business expenses for quite some time… And then I live off of the cash flow.
This is a general business principle.
That’s some gold nuggets right there.
LEARN HOW TO LAUNCH AN MLM PRODUCT
Probably the biggest question I get is: “Steve, how are you using the internet for your personal MLM today?”
To be clear, I am, but it’s HOW that matters, and it’s HOW that you’re probably interested in.
Facebook doesn’t easily let you drive ads to MLM, and most MLMs won’t even let you say their name on the internet, which is stupid.
Despite those and other forces, I am using the internet to grow my personal downline and sell products.
MLM is changing, and you’re probably feeling that, right? It’s why I created a little mini-course in a bundle… To show you HOW I’m doing this all today.
It’s called The MLM Funnel and you can get it at themlmfunnel.com.
I’m doing this because you might not know WHERE to start in all of this and, secondly, because there’s a cool new book by Russell Brunson called Network Marketing Secrets that I want you to go get.
He’s a cool guy, so I’m talking about this book a lot lately. I’m also going to give you a little bribe so you go get the book through my link.
How evil of me.
When you go to themlmfunnel.com and get Russell’s new book, Network Marketing Secrets, I’m going to give you my Pre-built Recruiting Funnel Template, the Hack MLM Downline Onboarding Course, which is how I auto-train my downline when they join my team.
ALSO, a discount ticket to my next event called OfferMind so that you can learn to outvalue your upline and downline.
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Again, just go to themlmfunnel.com and buy Russell Brunson’s new book there, and I’ll send you all those bonuses for free.