Product Launch Formula 3's Jeff Walker on the iPhone 4 launch
Product Launch Formula 3 is set for launch on June 22nd, 2010. You can click here to find out more about PLF 3. The 3.0 version is the latest most revised version of Jeff Walker’s landmark Internet marketing course, Product Launch Formula. Over the years, this product has been offered a number of times, and almost every time it’s been re-released, the number at the end of it’s name has been increased. We believe the last version was 2.3. The upcoming 3.0 version is the largest jump we’ve seen in a while.
This past weekend (June 17 – 19, 2010), Jeff Walker released the third of his Product Launch Formula 3.0 pre-launch videos. This one focused on the parallels between Apple’s recent iPhone 4 launch (which, by the way, it’s a bit of a stretch to say that it’s launched, because it hasn’t been delivered yet), and how Jeff’s formula for launching products operates.
Jeff began this third video by doing a recap of his previous 2 videos. The first of these was Product Launch Millionaires. It was a refresher for people who had been following Jeff for years, and also served as an introduction to the Product Launch Formula methodology.
The second video, titled “Product Launch Disasters,” was about how resilient the Product Launch Formula process is: if you follow it (and you don’t have a single point of failure), you’ll still do well, even if you make nearly catastrophic mistakes. That video showed examples of some of the mistakes made by some of the most successful Internet marketers. These weren’t small mistakes, either—leaving an order link live before the actual launch, and payment processor problems are just 2 of the examples highlighted in that video.
Jeff also announced that his Product Launch blueprint was being released soon.
Then, he went into the meat of this video, which was about Apple’s recent iPhone 4 launch.
Product Launch Formula 3: What You Can Learn From Apple’s iPhone 4 Event
According to Jeff’s video, the pre-launch for the iPhone 4, which went on pre-sale around June 15th, bagan in January. It started with rumors: some people had heard something, and all across the web, speculation had spilled as to what was going to be in the new iPhone. While all this speculation and these rumors were unofficial, it still served to build up anticipation.
Also, Jeff pointed out that there was a noticeable phenomena at work here, and that is scarcity. The more scarce something is, the more people tend to covet and value it. With these iPhone 4 rumors, because the iPhone 4 itself had not come out, it was scarce. Plus, because there was little-to-nothing that was known about it, any information there was about it, though speculative, was highly sought after.
This phenomena of scarcity can be used when you’re working on your first, or next, product launch.
Then, Jeff takes us to April. You may recall hearing something about a lost iPhone that was found. This is a classic “leak,” where information, software, or hardware somehow gets into the eyes or hands of the public before the company is ready to reveal it. It looks like that was what happened here. Some may say that this was a set-up, that it wasn’t real, but Jeff doesn’t think that’s the case: Apple, in his opinion, did not want this prototype to get out.
But still, this leak led to more buzz and more talk and anticipation about the supposed coming iPhone. (Bad press can sometimes work to your advantage.)
Notice that we’ve been describing a sequence of events for you here. In the video, Jeff relays this formula:
S + E = A
Sequence + Event = Anticipation
We hope you can begin to see this taking place. And that leads us to the climactic event: the June 7th keynote address at the Apple Worldwide Developers Conference was given by Steve Jobs, where he finally revealed the iPhone 4.
The sequence of events had led to this day of mass anticipation. And, it looks like it worked: According to Jeff, Apple has pre-sold about 600,000 units.
One concept to keep in mind, which is an acronym that Jeff wrote on the whiteboard, was S.P.O.F. This stands for Single Point of Failure. To use an old saying, don’t keep all your eggs in one basket. You don’t want to have just one single point of failure. Apple didn’t just dump the iPhone 4 onto the market in one fell swoop, hoping that it would all work in one shot. No…instead, and as you read here, there was a sequence of events and anticipation that had led to the June 7th revelation. Though a lot of it was outside of Apple’s control (at least, officially), we know that people had been expecting the iPhone 4. They we’re taken by surprise (though it did have some surprising innovations).
Jeff finished off the video by showing how the iPhone 4 rumors, sequences, and events were very similar to that of a well-executed product launch.
In fact, Jeff had a few interesting things to say about Apple and Product Launch Formula:
“There’s actually a hidden link here between Apple and Product Launch Formula.”
“Apple is getting advised, at the very highest level, by someone who’s very familiar with Product Launch Formula.”
One of the last things he says is: “Who’s mimicking who: are we copying them, or are they copying us?”
This is one of the most exciting launches we’ve seen yet. Click here to learn more about Product Launch Formula 3.0.
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