What is a Product Launch Manager?

What on Earth is a Product Launch Manager?

The quick answer:
Someone who will take whatever new product/service you’re about to offer, build a launch strategy, and work with you to turn it into something everyone is not only talking about, but desperately wants – before you even release it!  Additional side benefits include an electrically responsive list, fantastic customer involvement and satisfaction, and setting yourself up for further, even bigger launches down the track.

The longer answer:
Product Launch Formula (PLF) is a system designed by Jeff Walker that revolutionised the online sales process.  If you’ve heard of those Internet Marketers that make six or seven figures in a week or less, he’s usually been behind it.  There’s no shortage of smaller sites that have bought his system and used it to make up to a year’s worth of revenue in a comparatively short period of time – in niches from crochet to sport to metalworking.  PLF takes the normal intrusive sales process and transforms it, generating huge amounts of ‘buzz’ to turn the release into an event where your customers are hungry to find out more.  For many PLF owners, the release day sees demand so huge that internet servers often crash in the first hour as people don’t even stop to read the sales page before clicking to buy.  It’s proven, and it works.

Unfortunately, it works so well that now anybody who wants to launch something major online has been harassing Jeff to run their launches for them.  After all, if you have a business that big, there are lots of details to cover off and you want someone who knows the specifics of launches to make sure it goes as well as possible, right?

Jeff, of course, has no need to fill his calendar, so in July 2009 Jeff started training people directly to manage launches for him.  The first group of 45 went to LA and paid $25,000 for the privilege of getting certified.  Many of them are already booked up months in advance.  In October 2009, Jeff took that training, expanded it and put it online for an additional 200 people.

I’ve heard that over 1,000 people applied for those spots.  I was one of the lucky ones who got in.

Now, I have the privilege of learning directly from the best, benefiting from his years of experience running hugely successful launches.  As well as applying the PLF strategy, Jeff’s certification covers off things like legalities, JV partner management, social media strategies and client relationships so you get a professional trained not only to create you a uniquely personalised strategy for maximum effectiveness, but to be aware of everything that can go wrong, and the tricks to make sure it doesn’t.

There are others out there working as Product Launch Managers without benefit of Jeff’s training, but if you want to hire somebody to manage your launch, make sure they’ve at least got the Product Launch Formula under their belt.

PS. Due to the new FTC guidelines, and the difficulties of implementing them, Jeff has decided to pull his Product Launch Formula off the market.  He’s doing a limited release before closing it down.  Note the course has been electronically delivered on a secure site since version 2.0 (which was considerably expanded on 1.0, I’ve had all of them) so I’m afraid it won’t be available via ebay.  If you get the chance to grab it, I highly recommend you do.  If not, I suggest you do make sure your PLM has already got it.