But How Does This Apply to Marketing?ĭisney doesn't tell this story with just words. He grants her wish and she lives happily ever after.īasic Hero's Journey. Arial's father sees how much she wants to solve her problem and be with Eric. At last Arial and Eric defeat Usula, like slaying the dragon. Sebastian, Arial's Guide, helps her on her quest to get Prince Eric to fall in love with her.
She has only 3 days to get Prince Eric to kiss her, or she becomes a slave to Ursula. She adds to her problems by making a pact with the Sea Witch, Ursula, who gives her legs in exchange for her voice. Arial wants to be human, that's her problem. So in the Little Mermaid's case, here's how the Hero's Journey works. It's a very powerful method build on ancient myth and deep psychology. To solve their problem, they have to go on the quest, buy the product, use it, and transform themselves into a new person. The Guide calls the Hero to action by presenting their product as the solution. His prospect is the Hero who has a problem. In PLF, the marketer or business owner is the Guide. They leave home, fight the dragon, seize the magic sword and come back victorious, a new person. The guide gives them a plan, calls them to the quest. They go on a quest to solve their problem and meet a guide who helps them. Most of us know this structure because of Joseph Campbell who calls it, the Hero's Journey. Jeff built his marketing formula using old fashioned dramatic structure.
Ok, so a PLF Launch has a specific structure. And what could be more familiar than a Disney musical like "The Little Mermaid"? But we'll go with "musicals" here because they are more familiar. Musicals and Operas are basically the same thing. What Jeff Walker did to the sales cycle with PLF was, he turned it into a Broadway Musical. The Little Mermaid and the Perfect Product Launch I realized that my experience as a successful opera composer was the key to unlocking a PLF launch. Actually, it's like writing an opera or a musical. "it's thematic! It's like a big piece of music. He was explaining how all the many pieces of copy have to fit together over a long sequence.Ī lightbulb went off. I was talking with my mentor, A-list copywriting Maestro Ray Edwards about the challenge of a PLF launch. I had a hard time wrapping my head around it. All the pre-pre launches, pre-launches, PLCs, emails, ads, sales letters, follow-up sequences, and more. I felt pretty overwhelmed the first time I tried to use Product Launch Formula. And it requires many different pieces of copy all working together to form a cohesive whole. Jeff Walker's revolutionary "Product Launch Formula" has helped thousand of business owners. Are you struggling to get all the copy written for your Product Launch?Īre you having a hard time getting each of the many building blocks to fit together into one smooth sequence?