Living The Red Life - Marketing Your Way to a Million Dollar Launch Weekend

Episode Date: July 20, 2023

It's the Million Dollar Weekend, baby! Today Rudy is breaking it down for us: how he built a million-dollar launch for a famous client of his. From building a product to creating excitement around it, Rudy is spilling the tea on everything that goes into a successful weekend of this scale and stature.Billion dollar brands are playing this game – so why aren't you? Why go to all the trouble of creating a new product or service, only for it to sit on your website without anyone knowing about it? Thinking big allows you to gain momentum through pre-sales and generating social proof with the right influencers on board. From giveaways to 'the teaser', and from getting affiliate buy-in to the merits of a subscription model, our Man in Red is offering the insights that can get our new business on the board in the most stylish and effective way possible. This is a marketing masterclass from one of the sharpest social media marketing minds around. Living The Red Life is offering you VIP access to a Million Dollar Weekend. Let's see how things get done around here. "There's always levels to the game and no matter where you're at, for you right now, you might make twenty grand in a month or you could do that in a weekend with this launch model." ~ Rudy MawerThe first 1000 to click here and send the promo code from the podcast can claim one of my courses for FREE!  - https://m.me/rudymawerlife In This Episode:The Importance of a successful launchWhy the world's biggest brands do launchesUnderstanding the pre-launch teaser How to generate social proofCreating pre-sale FOMOThinking like a billion-dollar brandHow to incorporate a subscription into your offering Going the extra mile with affiliatesAnd so much more!Resources:Launch (the book Rudy mentions) - Launch: An Internet Millionaire's Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams: Walker, JeffConnect with Rudy Mawer:LinkedIn - www.linkedin.com/in/rudymawer/Instagram - www.instagram.com/rudymawerlifeFacebook - www.facebook.com/rudymawerlifeTwitter - www.twitter.com/rudymawer

A lot of you are launching products and they do nothing. You spend months and months and months making the products and then they do nothing. So this is gonna give you, right, this is gonna give you way more success and way more momentum for when, you know, all the effort and energy you put into these new products. My name's Rudy Moore, host of Living the Red Life podcast,

and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life. Hey guys, welcome back to another episode of Living the Red Life. Today I'm going to break down a million dollar weekend, okay, and how I built a million dollar launch. This is with a very notable name celebrity figure I can't mention, but a lot of the principles

that I'm going to go into for this million dollar launch, which with a client of mine or part of business partner of mine will help you in your own business, right? If you're launching new products, new services. So really today we're going to dive into like how to build a product, launch a product, build excitement around the products and then make a successful launch. Okay, everything that goes into it. And I'm going to use this celebrity client as a case study, just to break it down and kind of run through how we did. This was perfectly architected, put together, and it did really, really well. And it built a lot of recurring revenue. So a lot of cash upfront, but then also recurring revenue over many more months or years to come, which is always exciting, right? And I think you'll learn a lot. I've launched hundreds and hundreds and

hundreds of products. Some have worked, okay, and made millions. Some have done okay and built over time and many have flopped, right? And I've learned a lot during the last 10 years launching products and offers and doing big launches. So let's dive in, right? And the reason you want to know how to launch product is a lot of you build new products and services, right? But what a lot of you don't do is do a big launch around it. So you're literally losing money. You kind of make this, spend time, work hard, do this, build this thing, and then you just kind of throw it up on your website and that's the end of it. Whereas if you did a good job of building a launch and a big launch and excitement around it, you'd get a lot of it. Whereas if you did a good job of building a launch and a big

launch and excitement around it, you'd get a lot of momentum. You'd get more sales up front. You can even pre-sale, which I've made often 100 grand, 50 grand before the product's live. And if you're building something manufacturing or producing a physical product or a supplement, that can actually pay for all the inventory. So super, you know, super helpful if you're trying to do something physical, if you're doing something digital, like I mostly do or coaching in my own current business, then that 50 or 100 grand is just like a nice buffer and a nice cash infusion. And it's also what I found gets you really like you and your team more excited, right? If you make 50 grand before products even built, you put more effort into it, you use some of that money to launch it even bigger. And generally, the momentum is way bigger going into it. So I really recommend

you get in a better habit of doing these launch style models, right? And Jeff Walker is famous for his launch model. You know, many years ago, he's a kind of business launch expert that was very famous, you know, especially five, 10 years ago, I think less so now. But he's got great books and stuff that you can read if you want to really dive into this. A few elements of what I'm going to discuss, I read his book many years ago, and I'm sure many of the elements I use are some of those principles and things I've just kind of learned and figured out and done over time. And a lot of it, like everything is based on psychology. So let's look at how do we launch a product, right? And one other thing, actually, before I go into this is look at Apple, right? Apple and Tesla do a great job. So don't just take my word for it of all Rudy said I should do. It's like

the billion dollar companies, the biggest people in the world, right? Jeff Bezos, Elon Musk, do these launch based models, right? Tesla right? Tesla, they have the very famous, their new truck, right? Where they break the windscreen or whatever it was, even though it's supposed to be bulletproof. Apple do their yearly releases and they get a ton of hype around them, a buildup, massive press. It's just insane the exposure they get and it's all architected and super smart by those companies. So it's, you know, it's like you're missing out, not doing it. And you're ignoring the billion dollar brands that still do it, even though they don't need to, right?

They have massive audiences, email lists. They don't have to do it, but they still do it because they know how it sets the product up for success. So first thing when we talk about launches, right, is the teaser. Okay. So even before the launch is going to start, you're teasing the launch, right? So what I mean by that is, say you're going to release a product in two months time. Okay. In two months time, I'm going to launch a new, whatever, weight loss products. Okay. Then I might do my launch 30 days

out, right? My, my kind of buildup or pre-launch 30 days out leading up to the launch. Okay. But then even before the pre-launch I'm doing like a pre-launch teaser. Okay. So maybe 45 days out, you know, before the product or 15 days before the pre-launch I'm teasing the pre-launch I'm saying, Hey, in two weeks, something's coming up, something's coming up. I'm documenting, I'm kind of giving behind the scenes, right? And if you look at Apple, they actually kind of do this. Before the new iPhone gets released, you guys often see all these leaked photos, right? Like leaked photo of the new iPhone, blah, blah, blah. Obviously, it's not Apple online leaking it, but I'm sure there's some strategy in all of these leaked and exposed things because they start to get people curious

about the announcements, okay? So again, billion dollar brands are playing this game. So think to your audience, right? How can you tease the pre-launch, right? And this is a combination of like product shots, but they're kind of like outlines or in a box or you're seeing a glimpse of it. I like to do that. And plus like a mini 10, 20, 30 second promo teaser that kind of shows

something, but they don't know what it is. A T like teaser posts like guys, it's, you know, I've been working, you know, and you'll see this, right? I've been working hard for a year. This is something that I'm the most proud of in the last few years or one of the most proudest things I've done. I can't wait to share this with you guys. And then you show the benefits, right? And you see Apple does the same, right? So the new iPhone is rumored to have a 20 billion megapixel camera and it's supposed

to have four cameras on the back and it's going to be waterproof, right? So you're starting to tease the benefits. So, you know, my new look, this new product I'm coming up is going to eliminate hunger and it's going to allow you to eat, you know, extra calories without gaining the fat, whatever, right? I'm making it up, but you get the point. So you're pre-teasing like what's to come and the benefits to the user without actually saying what it is, right? You're not saying, hey, this supplement or this pill, right? You're saying the benefits of this mysterious thing. So you're going to do a couple of those

and you want to like map this out on a Google Doc or a timeline or a calendar or however, right? I'm kind of just going from memory at this point. And we did that with this celebrity too. We kind of teased this big countdown coming, right? And then the 30 days out, okay, what we did with this celebrity that, we kind of tease this big countdown coming, right? And then the 30 days out, okay, what we did with this celebrity that was really good, really successful. And this was, this wasn't like super recent. This was a while ago, but I just didn't decide to use this case

to explain the whole launch model with you guys. What we did is we started to tease the results of the program, right? At the time, this was like a program and supplements and stuff. We decided to tease the results of the program and the supplement over 30 days without showing exactly what it was, but we were like showing behind the scenes and showing, we're actually starting to show

the results of this, okay? So you can be doing the same for your products, especially if it's like a consumable, right? Say you sell a protein bar, okay? So you can be doing the same for your products, especially if it's like a consumable, right? Say you sell a protein bar, okay? You might, you know, when you get to the 30-day launch sequence, right, or pre-launch, you've told everyone it's a protein bar now, right? But what you might be doing is having some celebrities or big influencers or friends tasting the protein bar. And Russell Brunson's great at this too, right? Before ClickFunnels 2.0, he sent like 2.0 ClickFunnels like foam plaque things or whatever,

like, you know, like this thing here on my desk, if you're watching video, to like a lot of the big ClickFunnels affiliates and influencers, and they were posting photos of it. So think about how you can build like social buzz around it. And a lot of big billion dollar brands do it too, right? Like even Rolls Royce and Lamborghini and stuff, they'll often give a couple of their cars away to major celebrities before the launch. And the celebrities love it because they got VIP, right? Hey, I'm driving this new Rolls Royce before the product came out, right? Or the iPhone. Hey, I got the new iPhone a month before because I'm a big celebrity. So they're posting it, millions of views, blah, blah, blah. They're teasing it. So think about how not only yourself, but your customers and

then big influencers or celebrities can start teasing the product and using it before it's released. And they're sharing their opinions, their feedback, their results, right? So a protein bar, it might be like people are doing a taste test, right? It's like a Hershey's candy bar versus the protein bar and people are testing both blindfolded, giving reactions, right? Something like that. Or you're sending a box with a big banner behind it to some of your influencer friends and they're doing cool photos, you know, eating the protein bar. They've got a couple of the boxes in front of them and then a banner, you know, roll up banner or something or a logo on their TV behind them. And then you get really cool social images, cool posts.

They share with all their followers and you're getting all this content. And this is adding like so much social proof, right? Logan Paul's good at doing this with Prime, right? Getting all the big influencers and bringing Prime energy drinks to the WWE, getting the wrestlers drinking it. So getting those product placements are great, especially physical products, right? If it's a, say, an info product or course, you might want to share the results, right? Say it's a seven-day trading thing. You might have some big influencers and trading experts go through it and document for seven days, right? And you can crop that into a one minute video where it's like, you know, 10 seconds of day one, 10 seconds of day two, 10 seconds of day

three, and it's showing the trades are on the screen and their feedback. So in a minute, you've showed, you know, 70 seconds, you've showed the week and the results. So start thinking about how you could do that for the products you're launching, right? And of course, this is, you've showed the week and the results. So start thinking about how you could do that for the products you're launching, right? And of course, this is, you know, you're listening to this, it's all planning, right? It takes time, it takes planning. And you're like, wow, really, this sounds a lot. But yeah, guys, it sounds a lot, but it's the difference between launching a product, making thousands, maybe 5, 10, 20, 30, 50, 100,000, I don't know, and creating so much buzz and momentum. So it's going to do way better, 100,000, I don't know, and creating so much buzz and momentum.

So it's going to do way better, right? A lot of you are launching products and they do nothing. You spend months and months and months making the products and then they do nothing. So this is going to give you, right? This is going to give you way more success and way more momentum for when, you know, all the effort and energy you put into these new products. Whoa, whoa, whoa, wait a second. Before we go into the rest of this episode,

I'm gonna interrupt abruptly and just ask you one big favor. I hope you're getting a ton of value, a ton of knowledge. I hope you're getting some breakthroughs from myself and the guests. And I want one thing in return. What I would love is for you to subscribe and leave a review.

The reviews and the subscription grows the podcast. It allows me to bring you even better guests. It allows me to invest even more time and money into this podcast to bring you the latest and greatest, the best entrepreneurs from around the world that are crushing life, crushing their business, and giving you all the tools, the mindset hacks, the knowledge, and the environment you need to be successful. So do me a favor if you've got any amount of value from today's episode so far or any previous episode or any of the content I've done, it would mean the world to me if you hit a five star review, give us your feedback on the show, the episodes and subscribe and download. Plus, if you do that and send me a screenshot on Instagram at RudyMoreLife, I will send you a bunch of my free training, marketing courses, sales courses worth $499.

Yes, $500 worth of courses for a simple 30 second review. It would mean the world to me. Send me that screenshot. I would love for you to leave that review and I would appreciate it very, very much so we can keep growing this show and make it awesome. So let's get back into the episode. I appreciate you guys and let's dive back in. So we're teasing it for 30 days. We're doing behind the scenes. We're doing social posts. We're getting influencers.

We're emailing our list. And then sometimes in that 30 day period, you want a pre-sale, okay? It could be on day 30 for the whole 30 days. It could be on day 14 for the last 14. Often it's on day seven, just the last seven days before the launch. Sometimes you do it way ahead, like day 30 to 20,

and then you close it for 20 days. And now all these people bought it and you're getting them to repost. And people are going, you're creating now like this urgency and FOMO, missing out where people are like, oh crap, I didn't buy it in the pre-sale. Now I've got to wait.

I'm definitely going to buy it on the day it drops, right? So all of this is social, it's ads, it's retargeting bottom of funnel ads on Facebook, Google and places. It's email, constant email about it. It's getting influencers, it's posting, it's getting shout outs from your friends, influencers, partners, paying for big people in your industry it's getting shout outs from your friends, influencers, partners,

paying for big people in your industry to maybe do shout outs. And of course, you're making profit, right? I'm not saying you're going to burn tons of money. The idea is the pre-sales are funding all of this expansion and buzz, and this is how you make it successful. And obviously with a celebrity client like mine, we didn't have to do as much of that because the celebrity itself, right, has millions of followers, but for you and a normal person like me, right, or I'm kind of mini celebrity halfway there, I guess, with, you know, half a million followers and a big email list, but I still do some of that, right, and if you have zero followers, then these tactics such as, you know, the collabs, the partnerships, the affiliates, the top customer repos, it becomes even more

important, right? That's leading up to the pre-launch. And then on the, like a few days before the launch, you do the big launch, right? And then the launch day, and you're generally going to do fast action. You're going to do sales. You're going to do bonuses around that launch. So it could be a few days before, it could be on the day of the launch for like a few days after. So, hey, launch day here, and we're going to first thousand customers get this bonus, right? few days before it could be on the day of the launch for like a few days after so hey launch day here and we're going to first thousand customers get this bonus right the fur and then and then it's hey if anyone buys this week you also get these bonuses right and bonuses can be like information products courses a live event you can do like a golden ticket so one of our

major a-list right now you'll see this probably a few months after the recording comes live, suit one of the most famous people in the world who I can't name, but we're doing like a golden ticket for a big launch. And when you see it, you'll realize why. It's super cool, but it's getting people, and I can't go into more info than this,

but super excited about what's gonna happen. So you could do like the Charlie and the Chocolate Factory golden ticket. Anyone that buys in this first seven days, we've got five golden tickets to win $1,000. And some people go insane. I was at a launch in Miami a month ago, and they did a free Lamborghini. And you're like, really, how can they do a Lamborghini? Well, if they make a million dollars, they can give a $200,000 car away, right? And you can get Lamborghinis for even less these days, you know, used and obviously way more too, but it's just economics, right? Most people think too small and I used to as well. It's like, if you said give a car away, you know, my old partner, a friend, Tai Lopez became very successful

and this was one of his many methods of wisdom and madness, right? But he used to give calls away like weekly or monthly. So you've got to think big because it's like these people aren't super rich. They're just super smart and risk takers where they know or believe or think that they can make way more back because of the car, which they often do. And 95%, 90% of the time, probably super successful and make way more even when they factor in the cost of the giveaway. So think about how you can add giveaways and stuff, bonuses, fast action bonuses, first 1000 tickets or mystery gifts to that launch, obviously a discount or some sort of, you know, special, right? Sometimes stuff's branded as a

special. Apple's great at this too, because you see how they sell out every year. So it's like, and a lot of the shoes now that come out, Yeezys and stuff, and Jordans, they do such a great job of building so much scarcity that people are refreshing and getting bots on their computer and stuff just because they don't want to miss out. It's crazy to me how good a job they've done. It's great marketing, right? And it's happening at the billion dollar brand level. And you've just got to think bigger and smarter and more creative and you can do it too. So that's the launch sequence. And again, the launch sequence is all the normal stuff, right?

Big promos on your social, your email list, affiliates, influencers, ads, retargeting ads, maybe host a live event for it if you want to go all in. There's so many ways to do it, okay? And we did, you know, the thing with this celebrity, when we did this, there was so much buzz in the 30 days, right? This celebrity is such a great job of building up over 30 days, stories, Instagram, like documenting it that on the launch day, I remember I was sat on my balcony in Tampa, right? I'm in Miami now, but this was a while ago, like I said, and I was just hitting the refresh button. And yeah, there was a lot of work from me and the team up to the launch. And we were like just hitting the refresh button. And it was like thousands of dollars every like

minute or two, you know, it was crazy. And this was a lot of organic too, not much ad spend. It was like emails and organic and stuff because of the buildup, right? And if we hadn't had that buildup, it'd just been like a normal product. It would have, you know, I mean, just pure cash collected was about a quarter of a million in a weekend and it was over a million in subscription revenue. And if we had just launched a normal product, we'd have probably done like 20 grand. So probably, and this is me guessing, but we probably 10X'd it because of this buildup and this launch sequence. So think about how powerful that is, right? And then the next part, which I kind of alluded to,

is the subscription side. So the best launches have continuation because you don't want to put all this effort. Well, you can put all this energy and effort and make a big chunk of cash, which we all love, but it's smarter to do this and then also make reoccurring and subscription revenue on the back end, right? So you can put people into some sort of a subscription, some sort of a high ticket. Another smart way, if you're doing courses and stuff is you can do anyone that buys in the launch has a special live training with you two weeks later. And what that does is they all think it's, you know, exclusive special, which it is right, because they got in the launch, but they really want to attend because they feel that special, you know, part, right?

So you get really high shop rate two weeks later, and then you can pitch your next product. You can pitch your higher tier product. You can pitch a year's membership, whatever that might be, right? And it's going to be different if you're a course, a coach, an e-commerce product, a software, but you can pitch this high ticket thing, right? The other thing that Russell Brunson and Tony Robbins and people, Grant, do really well is getting affiliates on board. I could do a whole, I probably will do a whole session on affiliates. But alongside everything I just discussed, if you really want to go the extra mile, and this is how you do crazy, Tony and some of these guys are doing tens of millions of dollars on their launch or even over a hundred mil, is they're getting all the biggest affiliates to model their exact launch sequence. So it's like, hey, they're building the blueprint, everything I just told you, and then they're getting all the biggest affiliates to model their exact launch sequence. So it's like,

hey, they're building the blueprint, everything I just told you. And then they're going to the affiliates, here's everything done for you. And then the way they incentivize the affiliates is they have an affiliate contest. So with Tony Robbins, for example, the top 10 get like a private trip to Fiji. I think the top person gets like half a million dollars cash. Russell used to do the car giveaways. And then I went to one of Russell's big launch parties in Boise about six, eight, nine months ago. And it was like top 20 marketers in the world, right? And we all hung out for three days. Russell was there for three days with us. And that's a whole different discussion. But something to know is once you

get this sequence down, there's a lot of big affiliates, which you can show the numbers that they want to join in too, right? And that can like double, triple, 4X that launch. So a lot of potential there. So we talked about the pre-build sequence. We talked about the pre-launch itself. We talked about launch day, right? And then that week and how you've got to get creative and create these cool bonuses and incentives and everything. We talked about launch day, right? And then that week and how you've got to get creative and create these cool bonuses and incentives and everything. We talked about how you can add affiliates to do it all. And then finally, we talked about to wrap up how you want to create continuation, right? So we talked about putting a subscription or a membership on the back end.

That's what we did. So anyone that bought, they ticked a box to go into this monthly membership after on to be placed on renewal. The other way of doing it, like I said, is everyone that buys in the launch gets a special training, a special one day session or something that's valued at $2,000 in two weeks. And it's only the launch people. So they feel special, super high show rate, they're your most loyal customers. And then you do a half day or a day or an hour for all those customers. And then you go, you know, you pitch that next tier and that next tier, you know, if you have a thousand people on this live and you have a 5k offer, you make half a million dollars, right? Sell a hundred of them at 5k, which is realistic 10%, right? If you know what you're doing and you're experienced

and you've just added another half a million dollars with a backend product on top of all the launch money just from those customers, okay? And getting a thousand people isn't that hard if you're selling a lower ticket thing. You could easily sell 2000 of them, 50% show up, which they should if it's a special launching. And now that's another half a mil.

So you guys can see the economics and how powerful these can be. And again, this is if you've got a good following and you're doing everything I said, this isn't some random person with zero following, no revenue, starts a new product. Those numbers aren't realistic, right? This is more established brands. But I want you guys to see the potential. And above my level, you've got the Tony Robbins and Russell Brunson guys doing $20, $50, $100 million. And then above those guys, you've got the billion dollar brands doing hundreds of millions or billions. So there's always levels to the game. And no matter where you're at, for you right now, you might make

$20,000 in a month where you could do that in a weekend with this launch model. So where you're at, for you right now, you might make 20 grand in a month where you could do that in a weekend with this launch model, right? So wherever you're at, it doesn't matter. But compared to where your current revenue is at, you can make so much. And this is bonus money, right? Because these customers, you're creating this buzz and excitement you wouldn't normally get from just releasing a new product. So it's not like your monthly revenue is going to go down. You'll get all your normal sales and this is on top.

This is extra. This gives you momentum. It gives you more money, more buzz. It has a higher chance of your product staying successful and continuing to sell because of all the testimonial, social proof. People get excited. They tag their friends. They put it on their own stories. Think about Apple. Think about Air stories. Think about Apple. Think about Air Jordan. Think about all the products that go viral, right? It creates momentum. So it's super important. I hope this gave you a bit of a framework and an idea. And at the very least, I hope it kind of opened up your eyes to, hey, I've never done this. I should be doing this. What have I not been, you know, what have I been losing all this time by just throwing the product on my website and sending a couple of emails? Because let's face it, that's how most of you launch products. And I am guilty of it too, when I'm not paying

attention, my team often do it that way. So we're all guilty of it. It takes a bit of planning. You're probably not going to do this every month. If you look at Apple, Tesla, et cetera, this is like a couple of times a year thing, but it can be super powerful if it's done right. It can add a ton of money, ton of momentum. It's really exciting and fun. And I highly, highly, highly recommend that you do this and try this and just remember you'll get better every time. It's not going to be instant, right? Each launch will get better over time, but I've done launches for many, many years, been successful in my own brands. Just as've done launches for many, many years, been successful in my own brands. You know, just as an example, after this celebrity years ago, I did a mini one for my

own fitness business. And we, you know, a smaller launch, not as crazy, not a, I didn't do a whole 30 day thing. I did like seven days, but I remember we made like 70, 80, 90 grand cash, plus a bunch more on the backend. And my fitness business at the time was doing like 70, 80, 90 grand cash, plus a bunch more on the back end. My fitness business at the time was doing like 200, 300K a month. So we made like a third of our monthly revenue on one launch. And it was just like extra cash. So that month, it was great. I had 100K extra cash in my bank account compared to a normal month.

It's all profit, right? So it's applicable at any level, okay? And you can do it. Plan it correctly and try your next launch soon. Let me know how you get on. And I hope you enjoyed today's session, learning all about launches, building big launches, how billion dollar brands do the big launches.

And I hope you can use it in your business. Until next time, keep living the red life. I'll see you guys soon. Take care.