Product Launch Funnel
Build anticipation over days/weeks with free value content, then open cart for a limited window.
Flow
Opt-In → PLC Video 1 → PLC Video 2 → PLC Video 3 → Cart Open (Sales Page) → Cart Close| Page | Purpose | Timing | |---|---|---| | Opt-In / Waitlist | Capture leads, build the launch list | 2–4 weeks before launch | | PLC 1: The Opportunity | Show the gap / opportunity | Day 1 of launch | | PLC 2: The Transformation | Teach a concept, prove credibility | Day 3–4 | | PLC 3: The Blueprint | Give actionable framework, seed the offer | Day 6–7 | | Sales Page | Full offer with cart open | Day 8–10 | | Cart Close | Final urgency push | Day 12–14 |
PLC Video Page Requirements
- Video (15–30 min, educational + story)
- Key takeaways listed below video
- Comment section or engagement CTA ("Reply and tell us…")
- Countdown to next video or cart open
- Social share buttons
Email Sequence
| Email | Timing | Subject Line Pattern | |---|---|---| | Welcome | Immediately after opt-in | "You're in! Here's what's coming…" | | PLC 1 Launch | Day 1 | "Video 1 is live: [Curiosity hook]" | | PLC 1 Reminder | Day 2 | "Did you catch this?" | | PLC 2 Launch | Day 3 | "Video 2: [Transformation hook]" | | PLC 2 Reminder | Day 5 | "This changes everything…" | | PLC 3 Launch | Day 6 | "The blueprint is here" | | Cart Open | Day 8 | "Doors are open 🚀" | | Social Proof | Day 9 | "[Name] just signed up…" | | FAQ / Objections | Day 10 | "Got questions? I've got answers" | | 24hr Warning | Day 11 | "Last chance — doors close tomorrow" | | Cart Close | Day 12 | "It's over. (Or is it?)" |
Conversion Benchmarks
| Metric | Target | |---|---| | Landing → opt-in | > 35% | | Opt-in → watch PLC 1 | > 60% | | Watch PLC 1 → watch PLC 3 | > 30% | | Watch PLC 3 → sales page | > 40% | | Sales page → purchase | > 5% | | Overall list → purchase | > 3% |
Key Principles
- Give your best stuff free — the PLC content should be genuinely valuable
- Mental triggers: reciprocity, authority, social proof, scarcity, community
- Seed the offer in every PLC — mention it's coming, don't hide it
- Hard cart close — the deadline must be real
- Sideways sales letter — the 3 videos ARE the sales pitch, spread across days