SFR 161: My Favorite Rollout Strategy – Stephen Larsen

SFR 161: My Favorite Rollout Strategy

Jul 31st, 2018 anchorwave

The way you roll out your product is JUST as important its positioning in the market. Here’s my favorite way to introduce the market to my product…

The scariest thing EVER for a marketer or Sales Funnel builder is to launch a product that nobody has ever heard of.

RIP my product died here

The first product I ever launched was an utter failure – the thing was terrible.

In my mind though, I was creating the product that was going to change everything for my family and me. I spent an inordinate amount of time putting that product together. It was going to be the BEST product EVER – I was so excited!

People would be like, “What are you doing, Larsen? You doing that thing again? Alright, good luck with that…”

I didn’t care. I’d feel a little smug about it, I was thinking “just you wait and see!”

However, after all my hard work, my product didn’t sell.

That was four years ago, and I hadn’t perfected the rollout strategy that I want to share with you today.


The bank of shut up

Your Shut Up Check is the first check you get from your business when it starts to make money.

It’s called the Shut Up Check because once you’ve received it – you get to wave it in the face of the doubters and the naysayers.

So when someone says, “Oh, is that even gonna work?” – You can pull out that check and say “Shut Up! It is working. Here’s the money to prove it.”

Four years ago, I was actively seeking my “Shut Up Check.”

Unfortunately, things didn’t go quite to plan, and I didn’t get my Shut Up Check until quite sometime later…


I spent eight months building my 1st product, and when I finally launched – in spite of all my hard work and high hopes – nobody bought it. ZERO SALES.

I felt like I’d wasted eight months of my time. I’d spent late nights and early mornings working on my product. At the time, I was in college, and training in the army. I was ridiculously busy. So for me to spend those hours, (hours that I could have spent with my family), working on a product that flopped was incredibly mentally tasking.

Stephen Larsen sleeping

The truth is nobody bought my product because nobody knew about it – #EPIC FAIL

It took three or four months before cash actually started coming in. I abandoned the product until I figured out that I needed to find better ways to drive traffic to it – THEN I started making money.

If I’d known what I’m about to reveal to you, it would have been an entirely different story!

I don’t want you to go through all the stress and disappointment that I had to endure – So instead, I’m going to share with you the most effective way that I’ve learned to roll out my products so that people take notice.



There are two main opportunities that you have to build pressure and increase the sales of your product, and these are:

  1. Ahead of the product launch
  2. After the product launch

Most marketers tend to focus on option #2 – relying on ads and influencer name drops. And that’s fine; I use those strategies myself. However, if you’re not building the pressure ahead of time, you’re leaving a goldmine of sales and potential buyers just sitting there.

Pressure gauges

THE 4 P’s

In the book Positioning by Al Ries and Jake Trout they say that “For years, all of us in the marketing area have taught to our students to build a marketing plan around ‘The 4 P’s’.”

If you don’t know what the 4 P’s are they are:

  1. PRODUCT – What is the product?
  2. PRICE – What’s the cost of your product?
  3. PLACE – Where are you going to place your product?
  4. PROMOTION – How are you going to promote your product?

The 4 P’s are like the Bible, they’re like gospel – especially in corporate marketing. However, next they make this great point:

“However, I began to realize some years ago, that some important steps needed to precede the 4 P’s. All good marketing planning must start with research before any of the P’s can even be set.

Research reveals (amongst other things) that customers differ greatly in their needs, perceptions, and preferences.”

My Rollout Strategy is a way to do a significant amount of your research with your customer while building the pressure and demand for your product at the same time

Let me explain…


Six months into working at ClickFunnels, Russell Voxed me, and said, “Hey, dude, we’re going to start a show called Funnel Fridays.”

Every Friday, Russell and Jim Edwards, who is a fantastic copywriting expert, take a product from an audience member, or from a project that they’re working on, and build an entire funnel live 30-minutes.

Create a health:fitness sales funnel in 30 mins

Do they always finish? No, hardly ever, that’s not the point. So what’s going on?

Well, let’s think about it…

Russell is the CEO of Click Funnels, and Jim Edwards is the creator of Funnel Scripts, and they come together to demonstrate their products in front of the customer.

Sometimes there’d be four hundred people watching live, giving feedback and asking questions: “Why did you do it this way… why did you do it that way?”

Guys, they’re selling! Does it feel like a sales script? “NO!” But that’s the beauty of what they are doing.

So what’s going on?

  1. They’re demonstrating the product to the very audience that is most likely to buy it. Because they are adding value at the same time, people are invested, and it doesn’t feel like selling.
  2. They’re getting valuable feedback about which features their customers love or would like to see.
  3. They are building interest and creating true believers who are invested in the product and feel an internal pressure to buy.


The point I’m trying to make is that if you are creating a product, do everything you can to roll it out in front of your audience.

You can do this by:

  • Including your audience in your rollout strategy
  • Building your product with your audience
  • Documenting your products creation in front of your audience
  • Asking your audience for insights and feedback
  • Allowing your audience to help you create the product they most want

Stephen Larsen round table

For Example:

Let’s say you’re building software; your potential customers will remember you teaching them why this button exists. They’ll remember everything that went on to create that button.

They’ll have an affinity for that feature – which means they’re more likely to put up with glitches and bugs as you develop the software. Instead of ranting at you, they are more likely to offer you helpful feedback, so you improve the product.

They are invested in the success of the product – they feel that they are a part of what you have created. By including your audience in your process, you have created true believers.

If you document the journey and creation of your product in front of your audience – what you are doing is pre-selling them for the day that you open the doors.

That’s what I didn’t understand when I launched my first info product – which is why I launched to tumbleweed.

When launches don’t go well, one of the most common issues is that there’s been no pressure and no talk about the product before its actual launch.


Think about what happens when Hollywood releases a new blockbuster? Six months before a movie goes out they start getting people ready. They start creating curiosity, they start building that pressure.

As a marketer you need to build pressure towards an event – a purchasing event.

That’s really what a campaign is. It’s building pressure towards a purchasing event.

My new product coming soon


In my Facebook group The Science of Selling Online, I’ve used this exact rollout strategy to build my new program, ‘Affiliate Outrage.’ I designed the marketing message, drew out the funnel, and then built the funnel right in front of the group.

I built the product in front of the very people who will be using the product. They helped me to create the marketing message.

Affiliate Outrage Image

Affiliate Outrage is a FREE program, but I took the time to do it this way because:

  1. I wanted to display that “I know what the heck I’m talking about.” I’m trying to say “Look, I’m not a fake. Watch me build and construct the product in front of you.”
  2. I’m doing my research and getting feedback every step of the way. I’m identifying false beliefs about the product and creating new stories to help break those barriers to sale – and best of all, I do this with the very people I want to buy my product.

Now I’m doing using the exact same strategy for another paid product. I’m literally building in front of the very people who I hope will buy it.

It doesn’t matter if you are selling an info product, writing a book, creating products for retail, or selling B2B; if you take your product and deconstruct it in front of your customers – include them in its creation and show them how it works – your sales will increase like crazy.


I remember the first time I saw this strategy in action, I had a bit of a moral conflict going on when I realized that people were selling products that weren’t even built yet. I wondered “Is that right? Is this ethical?” I had a hard time with it for a while.

Whenever I teach this strategy, someone will always ask the same question of me – “Stephen, is that right? Is that real? Is that okay?”

So let’s break it down…

Woman with a question

The truth is;

This Rollout Strategy Helps You To:

  • Avoid wasting your time and money creating a product that nobody wants
  • Create the BEST product for your customer
  • Build pressure for your products launch
  • Identify false beliefs and new stories/ epiphany bridges so you can create the MOST powerful sales message

I now understand that this is the smartest way to build and sell your products. It’s the best way to serve the customer – and yourself as a marketer. It’s a win/win situation.


What’s beautiful about this whole strategy is that you’re showing your potential customers the product they’re getting before they buy it – which increases curiosity and desire.

I want that

When a potential customer spends that amount of time with you, they become invested in both your attractive character and the product you’re selling. If don’t buy the product they have an itch that isn’t entirely scratched – so they have a massive incentive to buy.

You can use this strategy to both launch a new product, or to showcase the benefits of an existing one – as Russell and Jim did with Funnel Fridays.

If you want to see an example of my Rollout Strategy in action, go to and watch the replays of my live builds – you’ll see how I designed the marketing messaging and built the funnel with my audience.

The Science of Selling Online

You’ll see that there are formats and templates that will make your life easier. 90% of what you need to do is just a big ‘ol formula. People just convolute it.

I’m showing my prospective customers how I’m gonna be selling to them. There’s nothing wrong with that – it creates huge value.

You’ll see false beliefs broken and new beliefs created as they engage in the process with me.

The whole point is to take the customer on the creation of the product (or certain parts of it) with you. It will create a massive affinity which then leads to true believers – This is extremely powerful!



Your mission for is to think through how you’re putting your product out the door:

  • Are you relying on post-launch strategies such as ads and influencers?
  • Are you using pre-launch strategies to build pressure so you can launch your product to true believers?

Until next time – Keep Crushing It!

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