January 17, 2025 • 12 mins
Want access to the book? go to PlatformGrowthBooks.com
Mastering the Lazy Launch: Strategic Steps to Rapid Validation
In this episode, we delve into Chapter 12 and discuss the third pillar of launching your Rapid Validation Product (RVP) - deploying your launch plan. Using the success story of Ty Warner's Beanie Babies as a case study, we break down the importance of scarcity, urgency, anticipation, and social buzz in creating a successful product launch. We also explore why most launches flop and introduce the Lazy Launch Method, a smart strategy that involves validating and selling your offer in just two weeks. This method aims to maximize results with minimal effort by focusing on building anticipation and urgency. The episode concludes with practical exercises and tactics to brainstorm ideas for injecting more excitement and urgency into your RVP launch.
00:00 Introduction to RVP Launch Plan
00:06 The Beanie Babies Phenomenon
01:36 Why Most Launches Fail
02:38 The Lazy Launch Method
04:05 Executing the Lazy Launch
04:55 Understanding Buyer Psychology
05:43 Building Anticipation and Buzz
06:47 Creating Urgency and Delivering Value
08:30 Practical Exercise: Brainstorming Ideas
10:54 Key Takeaways and Conclusion
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 34 (01:12):
Chapter 12, pillar three, deploy your RVP launch
plan.
Ty Warner had a simple idea.
In the early 1990s, he created aline of small, cute stuffed
animals filled with plasticpellets.
They were nothing revolutionary,but Warner saw potential.
He named them Beanie Babies andbegan selling them for just 5
(01:34):
each.
But Warner didn't just put themon store shelves and hope for
the best.
He masterminded a launchstrategy that would make Beanie
Babies one of the biggest toycrazes of the decade.
First, he created scarcity andurgency.
Each Beanie Baby was released ina limited quantity with some
designs available for just a fewmonths before being retired.
(01:55):
This made them instantcollector's items.
People couldn't wait to gettheir hands on the newest
releases before they were gone.
Next, Warner built anticipationand buzz.
He gave each Beanie Baby a name,birthday, and cute little poem,
creating an emotionalconnection.
People started trading,collecting, and buying.
And chatting about beanie babiesat swap meets in online forums
(02:17):
and in line at stores.
The buzz was palpable Warner wasa genius.
He turned a simple toy into amust have item He did it by
expertly using scarcity urgencyanticipation And social buzz at
the height of the craze somerare beanie babies Sold for
thousands of dollars on thesecondary market.
The Beanie Babies launch was amasterclass in generating
(02:39):
demand.
By the late 1990s, the companywas making hundreds of millions
in sales.
And it all started with a simpleidea and a brilliant launch
strategy.
Speaker 35 (02:49):
Why Most Launches Flop.
and how to flip the script.
You've got a great idea for acourse, coaching program, or
book.
You pour your heart and soulinto creating it.
Countless late nights, gallonsof coffee, and a stiff neck from
hunching over your laptop.
Finally, after months of hardwork, it's ready.
You put it out there, expectinga flood of sales and rave
(03:11):
reviews.
But instead, crickets.
You start to doubt yourself.
Was the idea not so great afterall?
Is your marketing just notcutting it?
Here's the hard truth.
Most people create offerswithout truly validating market
demand first.
They assume that if they buildit, people will come.
(03:31):
But, that's like cooking agourmet meal without checking if
anyone's even hungry.
Even if your offer is amazing,without the right launch
strategy, It can still fallflat.
You can't just put it out thereand expect people to flock to
it.
That's where most launches gowrong.
So, what's the solution?
Two words.
Lazy launch.
Instead of spending monthsperfecting your offer, you can
(03:54):
validate the idea and make salesin just two weeks.
Seriously.
It's not magic.
It's just smart strategy.
The lazy launch method is allabout building anticipation and
urgency.
You start by teasing your ideato your audience, getting them
curious and excited, Then, youopen the cart for a limited
(04:14):
time, using scarcity anddeadlines to drive sales.
The beauty is, you don't evenneed a finished product.
You can pre sell your idea anduse the funds to create the
actual offer.
This way, you're not wastingtime on something no one wants.
It's a bit like a Kickstartercampaign.
You're gauging interest andgetting people to vote with
their wallets before going allin.
(04:35):
Imagine being able to validateyour offer idea in just two
weeks with paying customersalready lined up.
That's the power of a lazylaunch.
It's not about being lazy.
It's about being smart with yourtime and energy.
So if you've been pouring monthsinto offers that aren't selling,
it's time to try a differentapproach.
Ditch the crickets and embracethe lazy launch.
(04:57):
The lazy launch is aboutfocusing on the 20 percent of a
normal launch that yields 80percent or more of the results.
The key is minimal effort withmaximum results.
Your future self and your bankaccount will thank you.
Speaker 36 (05:10):
The lazy launch playbook, your step by step
guide to RVP domination.
Okay.
So you're sold on the lazylaunch method, but how do you
actually execute it?
Here's your step by stepplaybook.
Do a potential audience audit.
First up, you need to get aclear picture of your potential
reach.
And I bet it's wider than youthink.
(05:31):
List out all your connectionsacross email, social media,
online communities, and evenyour phone contacts.
See, we're all more connectedthan we realize.
Ever heard of the six degrees of separation
theory?
It states that you're connectedto any other person on earth
through six or fewer socialconnections.
Wild, right?
(05:51):
The point is, when you map outyour full network, you'll see
that your potential audience islikely much larger than your
current followers or emailsubscribers.
We'll teach you how to do thisin the next chapter.
Tap into the four types ofbuyers.
Next.
Let's talk psychology.
There are four main types ofbuyers, spontaneous, methodical,
(06:14):
social proof, and deadlinedriven.
If you want to maximize sales,your launch content needs to
appeal to each type.
For example, a visa study foundthat 82 percent of consumers
research online before making apurchase.
Those are your methodicalbuyers.
They need details, FAQs, andclear info about your offer.
(06:34):
before they'll bite.
On the flip side, yourspontaneous buyers respond to
excitement and emotion.
The lesson?
A well rounded launch includes amix of content that taps into
the main psychological triggersfor each buyer type.
We'll dive deep into this inChapter 14, Build Anticipation.
(06:55):
Now, it's time to startgenerating some buzz.
A week or two before you openregistration, start teasing your
R.
V.
P.
Share intriguing snippets aboutthe topic, drop hints about
what's coming, and get peoplecurious and excited.
It's like a movie trailer.
They're designed to generatemaximum anticipation and buzz
weeks, or even months before thefilm drops.
(07:17):
And there's a reason Hollywoodspends millions on trailers.
It works.
Building anticipation is acritical first step to a
successful launch.
You want your audience eager andready to pounce once
registration opens.
Create a buzz.
Once anticipation is high, it'stime to get people talking.
Encourage your audience tocomment, share, and post about
(07:41):
your upcoming RVP.
The more social chatter, thebetter.
As the saying goes, turn yourcustomers into your sales force.
When your audience is out therespreading the word, it creates
powerful social proof.
Seeing other people's excitementmakes folks want to be part of
the action.
Open cart with urgency.
When you finally openregistration, it's time to crank
(08:03):
up the urgency.
Set a firm deadline, whetherit's a specific date, a time
limit, or a cap on spots.
Why?
Because urgency is one of themost powerful psychological
sales triggers out there.
I'll teach you how to createanticipation, buzz, and urgency
in chapter 15.
Think about it like a tickingclock in an action movie.
(08:25):
It ratchets up the excitementand forces the hero to act fast.
Your launch deadline does thesame thing.
It motivates people to make adecision now, not later.
Deliver and exceed expectations.
You've built anticipation, buzz,Generated buzz, dialed up the
urgency, and raked in the sales.
(08:46):
Congrats.
But now comes the most important part, delivering
an RVP that knocks their socksoff.
Take a page out of Apple'splaybook.
They're masters of underpromising and over delivering.
They wow customers with productsthat exceed expectations.
Your goal should be to make yourRVP even better than advertised.
See?
(09:06):
An outstanding RVP turns onetime buyers into raving fans.
The kind that buy from you againand again, and tell all their
friends.
That's how you build a rabidbase of repeat customers.
So there you have it, yourroadmap to deploy a wildly
successful RVP launch.
It's not rocket science, but itdoes take some strategic
(09:28):
planning and a littlepsychological savvy.
Master these steps and you'll bewell on your way to launch
domination.
In the next few chapters, wewill help you implement each
step above one section at atime.
Speaker 37 (09:42):
Today's exercise, brainstorm your lazy launch
ideas.
All right, let's get practical.
Grab a pen and paper, set atimer for 15 minutes, and let's
brainstorm some killer ideas toinject more anticipation, buzz,
and urgency into your RVPlaunch.
First up, anticipation.
How can you get people eagerlyRVP?
(10:04):
Maybe it's a series of teaseremails with intriguing subject
lines like the secret to desiredoutcome.
Is almost here or T minus threedays until we unveil the RVP
topic formula or what aboutcreating a countdown timer on
your site visuals like that canreally ramp up the excitement.
(10:25):
Next, let's generate some buzz.
How can you get people talking?
One idea is to create shareablegraphics with compelling quotes
or stats related to your RVPtopic.
Encourage your audience to shareand discuss.
You could also host a pre launchchallenge or contest to engage
people and spread the word.
For example, share your biggeststruggle in the comments for a
(10:48):
chance to win a free spot.
Finally, let's crank up theurgency.
What can you do to make peoplefeel like they can't miss out?
Limited time bonuses work great.
Maybe it's a one on one strategycall, a bonus resource pack, or
an exclusive community invitefor the first 20 registrants, or
you could create some scarcityby limiting the number of spots
(11:10):
available, only 30 seatsremaining for RVP name, lock in
your spot before we sell out,the key is to get creative and
specific.
Don't just say doors are closingsoon.
Give concrete deadlines likeregistration closes at midnight
this Friday.
Okay.
Time's up.
Look at your list.
Pick the three to five strongestideas and weave them into your
(11:32):
launch plan.
The more you can amp upanticipation, buzz, and urgency,
the more irresistible your RVPwill be.
Remember, a little psychologycan go a long way in boosting
your launch results.
So, don't be afraid to tap intothose powerful mental triggers.
Your audience will be so firedup that they'll be scrambling to
smash that buy now button whenyour RVP drops.
(11:55):
And that's exactly what we want,right?
So take action on this exercise.
It's not just theory.
It's your launch successblueprint.
Let's make it happen.
Key takeaways.
A simple two week launch planlets you validate demand and
make sales fast before creatingyour full offer.
This is the power of the rapidvalidation product approach.
(12:18):
Successful launches buildanticipation and buzz in the
first week.
Then use urgency psychology todrive registrations in week two.
When the cart opens, deliver anexceptional RVP to turn buyers
into repeat customers and ravingfans.
The first sale is just thebeginning of the relationship.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 34 (01:12):
Chapter 12, pillar three, deploy your RVP launch
plan.
Ty Warner had a simple idea.
In the early 1990s, he created aline of small, cute stuffed
animals filled with plasticpellets.
They were nothing revolutionary,but Warner saw potential.
He named them Beanie Babies andbegan selling them for just 5
(01:34):
each.
But Warner didn't just put themon store shelves and hope for
the best.
He masterminded a launchstrategy that would make Beanie
Babies one of the biggest toycrazes of the decade.
First, he created scarcity andurgency.
Each Beanie Baby was released ina limited quantity with some
designs available for just a fewmonths before being retired.
(01:55):
This made them instantcollector's items.
People couldn't wait to gettheir hands on the newest
releases before they were gone.
Next, Warner built anticipationand buzz.
He gave each Beanie Baby a name,birthday, and cute little poem,
creating an emotionalconnection.
People started trading,collecting, and buying.
And chatting about beanie babiesat swap meets in online forums
(02:17):
and in line at stores.
The buzz was palpable Warner wasa genius.
He turned a simple toy into amust have item He did it by
expertly using scarcity urgencyanticipation And social buzz at
the height of the craze somerare beanie babies Sold for
thousands of dollars on thesecondary market.
The Beanie Babies launch was amasterclass in generating
(02:39):
demand.
By the late 1990s, the companywas making hundreds of millions
in sales.
And it all started with a simpleidea and a brilliant launch
strategy.
Speaker 35 (02:49):
Why Most Launches Flop.
and how to flip the script.
You've got a great idea for acourse, coaching program, or
book.
You pour your heart and soulinto creating it.
Countless late nights, gallonsof coffee, and a stiff neck from
hunching over your laptop.
Finally, after months of hardwork, it's ready.
You put it out there, expectinga flood of sales and rave
(03:11):
reviews.
But instead, crickets.
You start to doubt yourself.
Was the idea not so great afterall?
Is your marketing just notcutting it?
Here's the hard truth.
Most people create offerswithout truly validating market
demand first.
They assume that if they buildit, people will come.
(03:31):
But, that's like cooking agourmet meal without checking if
anyone's even hungry.
Even if your offer is amazing,without the right launch
strategy, It can still fallflat.
You can't just put it out thereand expect people to flock to
it.
That's where most launches gowrong.
So, what's the solution?
Two words.
Lazy launch.
Instead of spending monthsperfecting your offer, you can
(03:54):
validate the idea and make salesin just two weeks.
Seriously.
It's not magic.
It's just smart strategy.
The lazy launch method is allabout building anticipation and
urgency.
You start by teasing your ideato your audience, getting them
curious and excited, Then, youopen the cart for a limited
(04:14):
time, using scarcity anddeadlines to drive sales.
The beauty is, you don't evenneed a finished product.
You can pre sell your idea anduse the funds to create the
actual offer.
This way, you're not wastingtime on something no one wants.
It's a bit like a Kickstartercampaign.
You're gauging interest andgetting people to vote with
their wallets before going allin.
(04:35):
Imagine being able to validateyour offer idea in just two
weeks with paying customersalready lined up.
That's the power of a lazylaunch.
It's not about being lazy.
It's about being smart with yourtime and energy.
So if you've been pouring monthsinto offers that aren't selling,
it's time to try a differentapproach.
Ditch the crickets and embracethe lazy launch.
(04:57):
The lazy launch is aboutfocusing on the 20 percent of a
normal launch that yields 80percent or more of the results.
The key is minimal effort withmaximum results.
Your future self and your bankaccount will thank you.
Speaker 36 (05:10):
The lazy launch playbook, your step by step
guide to RVP domination.
Okay.
So you're sold on the lazylaunch method, but how do you
actually execute it?
Here's your step by stepplaybook.
Do a potential audience audit.
First up, you need to get aclear picture of your potential
reach.
And I bet it's wider than youthink.
(05:31):
List out all your connectionsacross email, social media,
online communities, and evenyour phone contacts.
See, we're all more connectedthan we realize.
Ever heard of the six degrees of separation
theory?
It states that you're connectedto any other person on earth
through six or fewer socialconnections.
Wild, right?
(05:51):
The point is, when you map outyour full network, you'll see
that your potential audience islikely much larger than your
current followers or emailsubscribers.
We'll teach you how to do thisin the next chapter.
Tap into the four types ofbuyers.
Next.
Let's talk psychology.
There are four main types ofbuyers, spontaneous, methodical,
(06:14):
social proof, and deadlinedriven.
If you want to maximize sales,your launch content needs to
appeal to each type.
For example, a visa study foundthat 82 percent of consumers
research online before making apurchase.
Those are your methodicalbuyers.
They need details, FAQs, andclear info about your offer.
(06:34):
before they'll bite.
On the flip side, yourspontaneous buyers respond to
excitement and emotion.
The lesson?
A well rounded launch includes amix of content that taps into
the main psychological triggersfor each buyer type.
We'll dive deep into this inChapter 14, Build Anticipation.
(06:55):
Now, it's time to startgenerating some buzz.
A week or two before you openregistration, start teasing your
R.
V.
P.
Share intriguing snippets aboutthe topic, drop hints about
what's coming, and get peoplecurious and excited.
It's like a movie trailer.
They're designed to generatemaximum anticipation and buzz
weeks, or even months before thefilm drops.
(07:17):
And there's a reason Hollywoodspends millions on trailers.
It works.
Building anticipation is acritical first step to a
successful launch.
You want your audience eager andready to pounce once
registration opens.
Create a buzz.
Once anticipation is high, it'stime to get people talking.
Encourage your audience tocomment, share, and post about
(07:41):
your upcoming RVP.
The more social chatter, thebetter.
As the saying goes, turn yourcustomers into your sales force.
When your audience is out therespreading the word, it creates
powerful social proof.
Seeing other people's excitementmakes folks want to be part of
the action.
Open cart with urgency.
When you finally openregistration, it's time to crank
(08:03):
up the urgency.
Set a firm deadline, whetherit's a specific date, a time
limit, or a cap on spots.
Why?
Because urgency is one of themost powerful psychological
sales triggers out there.
I'll teach you how to createanticipation, buzz, and urgency
in chapter 15.
Think about it like a tickingclock in an action movie.
(08:25):
It ratchets up the excitementand forces the hero to act fast.
Your launch deadline does thesame thing.
It motivates people to make adecision now, not later.
Deliver and exceed expectations.
You've built anticipation, buzz,Generated buzz, dialed up the
urgency, and raked in the sales.
(08:46):
Congrats.
But now comes the most important part, delivering
an RVP that knocks their socksoff.
Take a page out of Apple'splaybook.
They're masters of underpromising and over delivering.
They wow customers with productsthat exceed expectations.
Your goal should be to make yourRVP even better than advertised.
See?
(09:06):
An outstanding RVP turns onetime buyers into raving fans.
The kind that buy from you againand again, and tell all their
friends.
That's how you build a rabidbase of repeat customers.
So there you have it, yourroadmap to deploy a wildly
successful RVP launch.
It's not rocket science, but itdoes take some strategic
(09:28):
planning and a littlepsychological savvy.
Master these steps and you'll bewell on your way to launch
domination.
In the next few chapters, wewill help you implement each
step above one section at atime.
Speaker 37 (09:42):
Today's exercise, brainstorm your lazy launch
ideas.
All right, let's get practical.
Grab a pen and paper, set atimer for 15 minutes, and let's
brainstorm some killer ideas toinject more anticipation, buzz,
and urgency into your RVPlaunch.
First up, anticipation.
How can you get people eagerlyRVP?
(10:04):
Maybe it's a series of teaseremails with intriguing subject
lines like the secret to desiredoutcome.
Is almost here or T minus threedays until we unveil the RVP
topic formula or what aboutcreating a countdown timer on
your site visuals like that canreally ramp up the excitement.
(10:25):
Next, let's generate some buzz.
How can you get people talking?
One idea is to create shareablegraphics with compelling quotes
or stats related to your RVPtopic.
Encourage your audience to shareand discuss.
You could also host a pre launchchallenge or contest to engage
people and spread the word.
For example, share your biggeststruggle in the comments for a
(10:48):
chance to win a free spot.
Finally, let's crank up theurgency.
What can you do to make peoplefeel like they can't miss out?
Limited time bonuses work great.
Maybe it's a one on one strategycall, a bonus resource pack, or
an exclusive community invitefor the first 20 registrants, or
you could create some scarcityby limiting the number of spots
(11:10):
available, only 30 seatsremaining for RVP name, lock in
your spot before we sell out,the key is to get creative and
specific.
Don't just say doors are closingsoon.
Give concrete deadlines likeregistration closes at midnight
this Friday.
Okay.
Time's up.
Look at your list.
Pick the three to five strongestideas and weave them into your
(11:32):
launch plan.
The more you can amp upanticipation, buzz, and urgency,
the more irresistible your RVPwill be.
Remember, a little psychologycan go a long way in boosting
your launch results.
So, don't be afraid to tap intothose powerful mental triggers.
Your audience will be so firedup that they'll be scrambling to
smash that buy now button whenyour RVP drops.
(11:55):
And that's exactly what we want,right?
So take action on this exercise.
It's not just theory.
It's your launch successblueprint.
Let's make it happen.
Key takeaways.
A simple two week launch planlets you validate demand and
make sales fast before creatingyour full offer.
This is the power of the rapidvalidation product approach.
(12:18):
Successful launches buildanticipation and buzz in the
first week.
Then use urgency psychology todrive registrations in week two.
When the cart opens, deliver anexceptional RVP to turn buyers
into repeat customers and ravingfans.
The first sale is just thebeginning of the relationship.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.