PLF stands for Product Launch Formula Funnel, but don’t get confused. Even though this funnel model originally was created for product launches, you can easily use it to promote your coaching offers as well. It’s an extremely effective funnel you should have under your belt.
The way a PLF funnel works is, once someone subscribes to your email list, they are sent a value-driven piece of content every 24 hours for 3 days to warm them up, pre-frame them and get them ready for a sale. On the 4th day, they are sent a sales video with a Call-To-Action to make a purchase.
Each of these videos is usually about 12 minutes long and follows a strategic structure.
Here’s a 7-point checklist that will help you build flawless PLF Funnels:
A capture page is designed to capture new leads by giving away something of value in exchange for their email.
The goal for the ‘Squeeze Page’ is to qualify new leads as potential customers and act as an enticing gate for your cold traffic to pass through on their way to the next page.
The ‘Thank You Page’ is meant to help pre-frame your audience just a little bit more before moving them to the first piece of content.
A video is best on this page as it helps you to connect with your audience on a deeper emotional level.
In the video, you can talk more in-depth about yourself. Then inform them that they will be getting a new lesson from you on a certain topic every day for the next 4 days. Finally, instruct them to check their inbox right now as their first video lesson is on the way.
Email Automation will allow you to automatically send these content releases to your subscribers every 24 hours.
The first piece of prelaunch content is critical because it has to grab people’s attention and answer their “why’s.
Why should people listen to you?
Why should they pay attention to you?
Why should they care?
To do that, you need to focus on the opportunity for transformation or change.
Essentially, you are communicating how someone’s life will change for the better if they listen to you & what you have to say.
Big Promise + Overview
The first piece of prelaunch content focused on the “why”.
The second piece of content is all about the “what”.
What is the transformation or opportunity that will change the viewer’s life?
This video has a heavy focus on teaching and you really want to go overboard with your content in this video.
As you can see, in each video, you want to introduce a problem, the solution to that problem, and then close with the next problem that you promise to cover in the upcoming video.
That creates an “open loop” which keeps people in suspense for the next video, much like your favorite TV series always leaves you on a cliff hanger.
The last 2 videos answered the “why” and the “what”.
The third video shifts focus on the “how”.
It is also designed to shift into the product ownership experience and really dial down exactly how it will change the viewer’s life.
At this point, I’ve already introduced people to sales funnels with a top-down view of how to build them, but it doesn’t show them how to put all of the pieces of the puzzle together.
The last 3 videos were designed to take people on an educational journey by delivering huge amounts of value while simultaneously touching on key psychological triggers.
I can’t stress enough that you must deliver a lot of value in the first 3 videos.
Actual tangible content with real substance that would change people’s lives if implemented.
That is where the true power of this sales funnel comes into play, and with this power, we can now safely pivot into the sales pitch.
At this point, people have a thorough understanding of what sales funnels are, and how valuable they are, how to build them, and how to avoid the common pitfalls – but they also understand that they probably don’t have the necessary skills to create a wildly profitable sales funnel which is why your offer will seem like a complete no-brainer.
You should notice one significant change in the structure of this video.
Instead of introducing a new problem like the first 3 videos, this video delivers the full course as the final solution with a call to action to buy.
To learn more about creating a high-converting funnel for your online executive coaching program, sign up for my free training here.
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