Launch Tomorrow v2.0
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Launch Tomorrow v2.0

About the Book

About the Author

Luke Szyrmer
Luke Szyrmer

Luke Szyrmer is the bestselling author of Launch Tomorrow and an innovation consultant. He helps companies speed up and improve new product development. Luke got into innovation by successfully validating a number of not-so-great startup ideas using landing pages and paid advertising. As he validated that there was unmet demand for a book on this topic, he wrote it. Luke helps primarily with the early or seed stage, by connecting product and marketing together with clear messaging around the product. Often, customers succeed when they quickly identify and discard a bad idea. Also, his readers and customers have gone on to achieve 9 figure exits using the techniques in his work.

Table of Contents

  • Foreword
  • Preface
    •  
      • Take Action Now
  • Reviews
  • Ready. Fire. Aim!
    •  
      • Next Steps
  • Prove the Need, Then Build the Product
    •  
      • Solving the Early-Stage Marketing Problem Differently
      • Where to Start
      • Moving Ahead by Launching Tomorrow
  • Landing Page MVP in Plain English
    •  
      • Customer Discovery Interviews
      • Which Begs the Question: Why a Landing Page?
      • When is a Landing Page an MVP?
      • How This Works
      • The Frequently Missed Opportunity: The Thank You Page
      • The Ethics of Behavioral Research
      • Case Study: Exceptional
  • Why Use Landing Page MVPs
    •  
      • Reason 1. Sell What People Already Want to Buy
      • Reason 2. Find Gems Among Your Ideas
      • Reason 3. Increase Market Testing Velocity
      • Reason 4. Prune Bad Ideas Early
      • Case Study: An Algorithmic Trading Course
  • What Can I Pitch on a Landing Page MVP?
    •  
      • Customer Awareness Spectrum
      • The Best Levels of Market Awareness
      • Opt-In Offer Ideas
      • Sales Page Offer Ideas
  • How to Construct a Landing Page That Finds Unmet Demand
    •  
      • Balancing the Persuasive Subcomponents
      • 1. Bullets That Don’t Sound Like Overblown Hype
      • 2. A Headline That Turns Heads
      • 3. Stories That Sell
      • 4. Proof That Removes Any Doubt
      • 5. A Price That’s Just Right
  • Why Validate an Idea Quickly With Paid Media
    •  
      • Speed
      • Targeting
      • Easy to Scale Horizontally
      • Budget Tradeoffs
      • Risk Management
      • Summary
  • How to Run Paid Ads To Prove Viability
    •  
      • The Paid Traffic Upward Spiral
      • Economic Value or E(LTV)
      • Gumball Machine Number (GMN)
      • Choose a Conversion Rate Threshold
  • How to Launch In One Day
    • Step 1. Create An Early Adopter Persona
      • Profiling
      • Early Adopter Persona
      • Desk Research
      • Acceptance Criteria
      • Next Steps
    • Step 2. Model The Search User Journey
      • Keyword characteristics
      • Your user’s buying process
      • Brainstorm search journeys
      • Large enough check
      • Growing market check
      • Daily spend check
      • Next steps
    • Step 3. Brainstorm Your Bullets
      • Revisit the Outside-in View
      • Brainstorm the bullets
      • Persuasive validation bullets
      • Bullets checklist
      • Acceptance criteria
    • Step 4. Create a Simple Offer (2-3 hours)
      • What to pitch
      • Steps to take
      • Convert top bullets to titles and subtitles
      • Decide on type or format
      • Design your packaging
      • Create a content plan
      • Produce the lead magnet
      • Paid initial offers
      • Next steps
    • Step 5. Landing Page Go-live
      • Prepare the Landing Page
      • Do’s and Don’ts
      • Final checks
      • And we’re off!
      • Next steps
    • Take Action Now
      • Key Takeaways
  • Troubleshooting Latent Demand Testing
    •  
      • Using These Metrics To Drive Action Now
      • The Disproportionate Usefulness Of Bounce Rate
      • What To Do With Harsh (but Non-zero) Results
      • Summary
  • How To Validate Your Business Model Rapidly
    •  
      • Business Modelling
      • Most Successful Startups Pivot
      • Which Types Of Assumptions Are The Most Troublesome?
      • What Can Be Done Instead?
      • Choose One Traffic Source And Make It Work
  • Now It’s Your Turn To Launch
    •  
      • Grab Your Free Bonuses
  • Advanced Techniques
    •  
      • Day in the life of your persona (10 minutes)
      • Identify positioning gaps
      • Empathy Map
  • Bibliography
    •  
      • Frequently recommended books
      • Other Resources
  • Glossary
  • Acknowledgements
  • About the author
  • Notes

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