LAN Glossary of Terms

Shot Across The Bow:

This is the first notification you send out to your list. This usually tells people that you are releasing some free content that will help them understand "x" or possibly give them some money making secrets using technique "Y".

Pre Pre Launch Content:

This is informational content and prior to announcing any product. Releasing stories about people who are actually doing the sort of thing you will be selling or perhaps information about existing customers who might be using a version of your product.

Pre Launch:

You will typically release between 2 and 4 pieces of Pre Launch Content. If you follow Frank Kerns advice you will look at the course or information that you are about to sell and choose something of real value and give it away. See building Reciprocity below for why!

Seed Launch:

The first time you are ready to launch you might launch to a small group, usually with no partners just to make sure everything works as planned. There is often a piece of content that doesn't convert quite as planned or perhaps that video you were going to shoot never got made... Anyway, using a small list to test your launch is always a good idea and can sharpen up your launch for the big one!

Launch Content:

In addition to the product that you are selling you need to consider what bonuses you are offering, any reports that need writing and anything else that is a part of your launch. You can often get launch content from other IM Marketers who will e keen to promote their work by giving something away to your prospects and customers.

The Launch Arc:

This is the Launch delivery plan and the Launch story. From the first Shot Across the Bow to the physical items that are delivered (reports, videos etc) as well as the launch profile of who you are selling to and the physiological triggers that are incorporated in the plan (e.g. how you build reciprocity, the empathy triggers, where you introduce scarcity etc.). Getting the Launch Arc right is the difference between success and failure and is the real secret behind a great launch.

Joint Venture Partners:

Every big launch will use JV Partners to sell their products. Expect to give anything from 25% to 100% depending on what your launch objectives are. If you are selling a physical product (as opposed to a download) you will want to recover your costs and perhaps split the remainder with your JV Partners. However if this is a first release and it is all about getting those early customers then perhaps you give away all the revenue, particularly if it is a low priced product. Some Internet Marketers who have a lot of product will give away 150% of a product's price in order to get a paying customer who they know they can sell more product to.

Squeeze Page:

This is the landing page you get directed to for capturing your details and can also be a sales letter to sell the product.

A Johnson:

This is a "Buy Now" button that appears half way through a sales letter and takes you directly to the purchasing details.