Launch Tomorrow v2.0
Launch Tomorrow v2.0
About the Book
About the Author
Table of Contents
- Foreword
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Preface
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- Take Action Now
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- Reviews
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Ready. Fire. Aim!
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- Next Steps
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Prove the Need, Then Build the Product
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- Solving the Early-Stage Marketing Problem Differently
- Where to Start
- Moving Ahead by Launching Tomorrow
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Landing Page MVP in Plain English
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- 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
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Why Use Landing Page MVPs
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- 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
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What Can I Pitch on a Landing Page MVP?
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- Customer Awareness Spectrum
- The Best Levels of Market Awareness
- Opt-In Offer Ideas
- Sales Page Offer Ideas
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How to Construct a Landing Page That Finds Unmet Demand
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- 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
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Why Validate an Idea Quickly With Paid Media
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- Speed
- Targeting
- Easy to Scale Horizontally
- Budget Tradeoffs
- Risk Management
- Summary
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How to Run Paid Ads To Prove Viability
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- The Paid Traffic Upward Spiral
- Economic Value or E(LTV)
- Gumball Machine Number (GMN)
- Choose a Conversion Rate Threshold
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How to Launch In One Day
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Step 1. Create An Early Adopter Persona
- Profiling
- Early Adopter Persona
- Desk Research
- Acceptance Criteria
- Next Steps
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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
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Step 3. Brainstorm Your Bullets
- Revisit the Outside-in View
- Brainstorm the bullets
- Persuasive validation bullets
- Bullets checklist
- Acceptance criteria
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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
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Step 5. Landing Page Go-live
- Prepare the Landing Page
- Do’s and Don’ts
- Final checks
- And we’re off!
- Next steps
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Take Action Now
- Key Takeaways
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Step 1. Create An Early Adopter Persona
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Troubleshooting Latent Demand Testing
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- Using These Metrics To Drive Action Now
- The Disproportionate Usefulness Of Bounce Rate
- What To Do With Harsh (but Non-zero) Results
- Summary
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How To Validate Your Business Model Rapidly
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- 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
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Now It’s Your Turn To Launch
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- Grab Your Free Bonuses
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Advanced Techniques
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- Day in the life of your persona (10 minutes)
- Identify positioning gaps
- Empathy Map
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Bibliography
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- Frequently recommended books
- Other Resources
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- Glossary
- Acknowledgements
- About the author
- Notes
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