launch-sequencing: Скилл для планирования запуска продукта

--- name: launch-sequencing description: This skill orchestrates Product Launch Formula (PLF) style launches, guiding users through pre-launch, launch, and post-launch sequences. It helps script content, manage cart open/close, recruit JVs, implement scarcity, and debrief for future improvement. Use for planning and executing a full product launch. --- # Launch Sequencing ## Overview This skill provides a comprehensive framework for executing a successful product launch based on the highly effective "Product Launch Formula" (PLF) methodology. It is designed to build anticipation, maximize engagement, and drive sales through a structured sequence of events and communications. This agent is your expert guide for every phase of the launch, from initial content creation to post-launch analysis and follow-up. **Keywords**: product launch, launch formula, PLF, launch sequence, pre-launch content, PLC, cart open, cart close, joint venture, JV, affiliate recruitment, scarcity, urgency, post-launch, launch debrief, sideway sales letter. ## Discovery & Planning Questions Before executing the launch sequence, please answer the following questions to ensure the strategy is perfectly tailored to your goals: 1. **About the Product/Offer:** What exactly are you selling? Is it a digital course, software, coaching program, physical product, or something else? What is the price point? 2. **Target Audience:** Who is your ideal customer for this offer? Describe their main pain points, desires, and what motivates them. 3. **Launch Goals:** What is your primary goal for this launch? (e.g., revenue target, number of new customers, list growth). Are there any secondary goals? 4. **Your Authority & Story:** What is your personal or brand story related to this product? Why are you the right person to be teaching or selling this? 5. **Timeline & Resources:** What is your target launch date? Do you have a team, or are you running this solo? What is your budget for this launch (e.g., for ads)? 6. **Existing Assets:** What existing assets do you have? (e.g., an email list, a social media following, existing content, testimonials). Please provide numbers if possible. 7. **JV/Affiliate Strategy:** Are you planning to use joint venture partners or affiliates? If so, do you have a list of potential partners? 8. **Content Style:** What is your preferred style for the pre-launch content? (e.g., videos, written articles, a live workshop series). ## Core Frameworks This agent's strategies are rooted in the teachings of Jeff Walker's Product Launch Formula, with additional insights from marketing experts like Russell Brunson, Jason Fladlien, and Frank Kern. * **Product Launch Formula (Jeff Walker)**: The core methodology is based on the sequence of Pre-Pre-Launch, Pre-Launch, Launch, and Post-Launch. It uses a "Sideways Sales Letter" approach, delivering value-packed content before asking for the sale. * **Russell Brunson's Launch Funnels**: Incorporates concepts of funnel stacking, value ladders, and high-urgency offer creation to maximize customer lifetime value. * **Jason Fladlien's Persuasion Tactics**: Leverages principles of rapid persuasion, webinar-based selling, and high-ticket offer positioning. ## S-Tier Tactics (Must-Do) * **Create a High-Value Problem/Solution Arc**: Your Pre-Launch Content (PLC) must identify a major problem, agitate it, and present your product as the ultimate solution. Each piece of content should build on the last. * **Build an Engaged Pre-Launch List**: Use a dedicated opt-in (squeeze page) for your launch, promising specific value. This list is your most valuable asset. * **Script and Pre-Record Your PLC Videos**: Do not "wing it." Your three main PLC videos (or content pieces) must be scripted, polished, and designed to teach, build desire, and overcome objections. * **Implement Genuine Scarcity**: The cart closing date/time is non-negotiable. Use real deadlines, limited bonuses, or capped enrollment to drive action. Fake scarcity kills trust. * **Orchestrate a Hard Open and Close**: Your launch day should be an event. The cart open and close should be communicated clearly and frequently across all channels (email, social media, etc.). * **Recruit and Equip a JV/Affiliate Army**: Provide your partners with a detailed launch calendar, swipe copy, promotional materials, and clear commission structures. Their success is your success. * **Craft a Compelling, High-Value Offer Stack**: Your core product is just one part of the offer. Stack it with exclusive bonuses, community access, and tools that make the value proposition irresistible. ## A-Tier Tactics (Highly Effective) * **Run a Pre-Pre-Launch Campaign**: Generate buzz and start building your launch list weeks before the pre-launch begins. Use social media, blog posts, and teaser content to create curiosity. * **Use a "Shot Across the Bow" Email**: The first email of your pre-launch should be bold and attention-grabbing, announcing that something big is coming. * **Incorporate Live Elements**: Use live Q&A sessions, webinars, or Facebook Lives during the launch week to answer questions and handle objections in real-time. * **Segment Your Email List**: Send different messages to those who have watched the PLC, those who have clicked to the sales page, and those who have purchased. * **Develop a Downsell/Post-Launch Offer**: Create a plan for non-buyers, offering a lower-priced product or a payment plan after the main launch is over. * **Create a Post-Launch Debrief Report**: Immediately after the launch, analyze your stats: EPC (Earnings Per Click), conversion rates, refund rates, and affiliate performance. Document what worked and what didn't. ## B-Tier Tactics (Good to Have) * **Use a Launch-Specific Facebook Group**: Create a temporary community for prospects to engage with you and each other during the launch. * **Gamify the Pre-Launch**: Encourage sharing and engagement with contests or giveaways for your pre-launch list. * **Send Physical Mail to High-Value Prospects or JVs**: A physical package can cut through the digital noise and make a huge impression. ## Common Mistakes to Avoid (D-Tier) * **Starting the Sale Too Early**: Never mention the price or try to sell in your Pre-Launch Content. The focus is on value, teaching, and building desire. * **Having a Weak or Confusing Offer**: If people don't understand what they are getting and why it's a great deal, they won't buy. * **Extending the Cart Close Deadline**: This destroys all credibility and scarcity for future launches. The only exception is a major technical failure. * **Neglecting Your Affiliates**: Do not leave your partners in the dark. Communicate with them constantly before, during, and after the launch. * **No Post-Launch Follow-Up**: The relationship doesn't end with the purchase. Have a robust onboarding and follow-up sequence for new customers. * **Failing to Build a Story**: People connect with stories. Your launch should have a narrative arc, with you as the guide and the customer as the hero. ## Step-by-Step Workflow 1. **Phase 1: Pre-Pre-Launch (4-6 weeks prior)**: Define your offer, ideal customer, and launch goals. Create your launch opt-in page. Start teasing the launch and driving traffic to the opt-in page. 2. **Phase 2: JV Recruitment (4 weeks prior)**: Identify and contact potential JV partners. Provide them with your launch details and promotional materials. 3. **Phase 3: Pre-Launch (7-10 days prior)**: Deliver your three core pieces of Pre-Launch Content (PLC). Typically on a Monday (PLC1), Wednesday (PLC2), and Friday (PLC3). Each piece should teach something valuable and build anticipation for the next. 4. **Phase 4: Launch / Cart Open (Day 0)**: Announce that the cart is open. Release your sales page/video. Email your list and affiliates multiple times. 5. **Phase 5: Open Cart Sequence (Days 1-5)**: Continue to email your list daily, focusing on testimonials, case studies, FAQ, and bonus reminders. Use live elements to maintain momentum. 6. **Phase 6: Cart Close Sequence (Final 48 hours)**: Increase email frequency. Emphasize the deadline and the consequences of missing out. This is where a majority of sales often happen. 7. **Phase 7: Post-Launch (1-2 weeks after)**: The cart is closed. Follow up with new customers with an onboarding sequence. Make a downsell offer to non-buyers. Pay your affiliates promptly. 8. **Phase 8: Launch Debrief**: Analyze all launch metrics. Gather feedback from customers and affiliates. Create a report to improve the next launch. ## Templates & Frameworks ### PLC #1: The Opportunity * **Goal**: Hook the audience, identify a huge problem, and introduce a massive new opportunity. Show them "why" they need to change. * **Script Outline**: 1. Hook: Big promise, shocking statement. 2. The Problem: Agitate a common pain point. 3. The "Wall": Why current solutions fail. 4. The Shift: Introduce a new perspective or possibility. 5. The Opportunity: Reveal the new way forward. 6. Proof: Show that it's possible. 7. Call to Action: Tell them what's coming next (PLC #2) and encourage comments/engagement. ### PLC #2: The Transformation * **Goal**: Teach a core part of your methodology. Show them "what" to do. Let them experience a small win. * **Script Outline**: 1. Recap PLC #1. 2. Introduce the core concept/technique. 3. Teach the steps (3-5 steps work well). 4. Show a case study or example. 5. Overcome a major objection. 6. Call to Action: Give them a simple action item. Tease PLC #3. ### PLC #3: The Ownership * **Goal**: Give them the "how." Show them how they can achieve the transformation with your help. This is the bridge to the sale. * **Script Outline**: 1. Recap PLC #1 and #2. 2. Paint a picture of the desired future state. 3. Reveal your unique system/framework. 4. Handle the biggest remaining objections (e.g., "I don't have time," "It won't work for me"). 5. Transition to the offer: "I've shown you the what and the why, and in my next video, I'll show you how you can get it all..." 6. Call to Action: Tell them when the cart opens and what the offer will be. ## Examples * **Example 1: Digital Course Launch**: A photography coach launches a new course on "Drone Photography." * **PLC1**: "The 3 Biggest Mistakes Amateur Drone Pilots Make and the Untapped Opportunity in Drone Photography." * **PLC2**: "My 5-Step Framework for Capturing Cinematic Drone Shots (The 'Fly-By' Technique)." * **PLC3**: "How to Build a Six-Figure Business with Your Drone Photos, Even if You're Just Starting Out." * **Offer**: The full course, a private community, and a bonus preset pack. * **Example 2: SaaS Product Launch**: A new project management tool for agencies is launching. * **PLC1**: "Why Your Agency is Leaking Profits (and it's not your team's fault)." * **PLC2**: "The 'Single Source of Truth' Method to Streamline Project Delivery." * **PLC3**: "A Sneak Peek Inside the 'AgencyOS' Dashboard and How It Can Save You 10 Hours a Week." * **Offer**: Lifetime deal on the software for the first 100 customers. ## Pro Tips from the Experts * **Jeff Walker**: "The launch is a story. You're taking your prospects on a journey. Each piece of content is a step on that path. Don't just dump information; create an experience." * **Russell Brunson**: "Your offer stack is everything. People don't buy a product; they buy a result. Stack your offer with so much value that it becomes irresistible. The question shouldn't be 'Should I buy?' but 'Can I afford not to?'" * **Jason Fladlien**: "Your energy and conviction during the launch are contagious. If you're not 100% sold and passionate about what you're offering, your audience won't be either. Show up live, answer questions, and be the leader they are looking for." * **Frank Kern**: "Segment, segment, segment. Talk to people based on the actions they've taken. Someone who has watched all three of your videos needs a different message than someone who hasn't even opened the first email. Personalization at scale is the key."