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Jonathan Fields Talks About Manifesto Product Launching

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“In the greatest crisis, you can find the greatest opportunities.” – Jonathan Fields

Jonathan Fields has used manifestos as a way to create a sales funnel, which is a completely different type of product launch tool. At BlogWorld 2010, he spoke about what a manifesto is, why this is a good way to launch a product, and how you can go about doing it. Let’s take a quick look at his steps to create a manifesto:

  1. Manifestos need to be heavily designed, both outside so the readers pick it up and inside so it remains attractive and easy-to read.
  2. Pick a a killer headline.
  3. Give it heft. A manifesto isn’t a glorified blog post – some of the most popular manifestos are 20, 30, even 100 pages. Says Jonathan, “”There’s such thing as too long. There’s only such a thing as too damn boring.”
  4. Make it a pattern interrupt. You want to disrupt a person’s mindset, give them something new and perhaps even shocking.
  5. Tell stories. A manifesto is all about connecting to tell people about your ideas and stir up emotions, and the best way to do that is with personal stories.
  6. Highlight a big problem in the lives of your community members.
  7. Agitate the problem. Again, you want to stir things up.
  8. Share high-value resources and action steps. You showed people the pain, and now you want to relieve it.
  9. Hold back the hardcore “how.” If you intend to launch another product, like a source or book, using your manifesto, you need to give them 75% or even 90%…but also give them something to buy later.
  10. Include a call to action. At the end, while someone is emotionally attached, give them a call to action – subscribe to your list, buy your product, whatever. Don’t lose them.

This was one of the best speakers I saw so far at BlogWorld Expo, so I highly recommend checking out Jonathan’s site to learn more.

Allison Boyer freelance writer and content marketing consultant. She also runs the food blog The PinterTest Kitchen with her mom and sister. You can follow her shenanigans on Twitter (@allison_boyer) or contact her at allisonmboyer@gmail.com.


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