Are you old enough in Internet years to remember Jeff Walker's Product Launch Formula?
PLF was the pinnacle of marketing conversions in 2006 to 2010. The concept was this: send a bunch of people to a video landing page where they opted in to get more knowledge from you for free. Then over the course of a couple of weeks you would tease them with what was coming through email and drip out the video content.
What it was doing was getting cold traffic to know, like and trust you in a condensed, systematic way.
Since the PLF days, Google figured out a new way to turn strangers into customers.
They called it ZMOT - Zero Moment Of Truth.
What Google discovered was modern buyer behavior changed due to search engines, reviews and social media.
Instead of relying on traditional advertising, sales pitches and brochures to figure out if a product or service was right for them, they were able to consume a lot of information about their potential purchase in a short amount of time.
Google distilled this down to the 7-11-4 Rule and it is the only content you NEED to make.
The rule is a person who knows nothing about your business needs to spend 7 hours engaging with your brand - meaning they need to consume 7 hours of your content.
But they need to do it in 11 different touch points and in 4 separate locations.
Here's how to use the 7-11-4 Rule as a modern Product Launch Formula:
You need one pillar video.
This can be anywhere from 20 minutes to a couple of hours long. I suggest aiming for 40 minutes. You can go into depth on your system without overwhelming your audience.
You need five supporting videos.
Think 10 minutes on a topic related to your pillar that your target market can't resist. You're aiming for a bit of virality -- maybe even a little click-baity. These videos are meant to get attention and then send them to your pillar video.
Your pillar content has one job: get the viewer to your landing page and then onto your email list.
Remember, they have to engage with your brand in 4 separate locations.
These locations can all be digital. Your landing page, email list, and YouTube -- where your pillar video and supporting playlist live -- are the three you want to build around first.
The fourth location is your choice. Instagram, LinkedIn, a podcast, even a lead magnet all count. The goal is to show up in enough places that hitting 4 happens naturally as people follow you around the internet.
(note: you can build this around IG or LI instead of YT - see diagram at bottom)
Let me show this in its minimum viable form...
Your supporting videos send people to your pillar. Make them around 10 minutes and pick topics your audience can't scroll past. Each one ends with a clear pointer to the pillar video.
Your pillar video sends people to your landing page. Everything in it -- your system, your proof, your framework -- exists to get the viewer to raise their hand and opt in.
Once they're on your list, your supporting videos and pillar work together as a playlist. A new subscriber can binge the whole thing. That's how a stranger racks up 7 hours with your brand faster than you'd expect.
Your email sequence has two jobs and they run in order.
The first job is consumption. Get your new subscriber watching the pillar video and into the supporting playlist. You're building hours and touch points at the same time.
The second job is conversion. Once they've consumed enough, your emails shift to one call to action: book a call or send you a DM. Don't mix the two jobs in the same email. Consumption emails send people to content. Conversion emails send people to a decision.
The DM and the call booking page are the commitment locations. That's where a prospect stops being a viewer and starts being a potential client.
All other content like posts, reels, shorts, etc that you create should lead people to your supporting videos and your pillar content.
You can get more sophisticated with this system later.
Just get this system set up as quickly as you can to turn more strangers into clients.
t
PS. Here's a variation you can use if you're focused on IG or LI:
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