What is CPL, PPL, PL and more: the guide to pre-release?


Have you heard about the Launch Formula? This methodology helps many info producers to launch their digital products and services on the market. In other words, it is a complete guide that presents the step by step to make this process successful. The Formula consists of four stages and also includes Pre-Launch Content. But, after all, what is CPL?

It is very important to know the meaning of this acronym, as well as to know the PPL (Pre-Pre-Launch) and PL (Pre-Launch) stages. This way, you can prepare your audience for the moment of opening the shopping cart.

Therefore, in this text, we will present the main actions that comprise each of these steps. And we’ll also cover how to make a successful CPL. Want to know more about this subject? So, read on and check it out!

What is PPL?

PPL is the acronym for Pre-Release, that is, it represents the moment that happens before the PL or Pre-Release. During this period, you warm up your audience so that people are interested in participating in the next step.

For this, free content is created and distributed, such as blog posts, videos, and posts for social networks, lives, and eBooks, among others. These materials serve to earn you the trust of the audience.

Remember that it’s very important to create authority before launching an infoproduct. In this way, selling becomes a natural process. Imagine receiving an offer from a person you’ve never met. You probably wouldn’t buy the product or service offered by it.

Therefore, it is essential that you produce relevant content for your audience to know your work, as well as understand that you are an expert in your area of ​​expertise. That way, when launching the infoproduct, they will buy without objections.

It is worth noting that in PPL digital baits are also made available through landing pages for people to leave their contact details in exchange for content. With this information, it is possible to create a nourishment flow with emails that can help create a deeper relationship with the audience.

All these actions performed during the PPL serve as preparation for the PL. Hence, they need to be done with a lot of planning to build your authority as well as attract the attention of potential customers.

What is PL?

The PL, on the other hand, is the Pre-Release itself. This is when you need to help your audience recognize the problem. Just as you must convince her that your infoproduct is the solution.

This step happens according to the type of release you are going to make. It usually lasts for 7, 10 or 14 days. During this period, at least 3 contents are distributed to the audience.

These materials are called CPLs, each of which belongs to a stage of the content funnel, that is, we have a material for the top, middle and bottom of the funnel. That’s because, PL is the moment when you need the audience to recognize your problem, look for a solution and find your infoproduct.

Therefore, it is essential that before starting the Pre-Launch steps you do a complete mapping of your avatar. In this way, you will know the characteristics, pains, desires and purchase objections.

This information is essential for you to be able to build content that attracts the persona’s attention. Remember, people need to identify with your solution. Also, never start a PL without having the infoproduct and sales page ready.

After you finalize the PL, the Launch of your digital product begins, that is, the shopping cart opens so that the persona can purchase it. This period is usually much shorter than the other stages, but that’s when all your Pre-Launch efforts pay off.

What is CPL?

The CPL is the Pre-Release Content, meaning the free materials made available during the PL. It is worth noting that they need to have a good copy, as well as present mental triggers, such as scarcity, urgency and social proof, to prepare the audience for the moment of opening the shopping cart.

Usually, 3 videos are produced that will be sent by email. The first video must present an opportunity for transformation, that is, it is the time to show the audience the resolution of a pain or the achievement of a desire through its solution. Remember, this is not the time to sell anything.

In the second video, you need to reinforce that the avatar needs the solution presented in the first CPL. In this case, you can use testimonials, case studies, and success stories, among others.

In this way, the persona creates an identification with the people who were successful with your infoproduct. Don’t forget to inform us at the end of the video that you will soon be sending an unamicable offer.

Finally, in the last video it is necessary to talk about the digital product or service, as well as offer a free sample of it so that the audience can see how it works and feel like buying it to have the full experience.

Now that you know what CPL, PPL and PL are, it’s easier to plan the pre-release of your infoproduct to the market. But, if you still don’t have a digital product to call your own, how about getting to know our services?

We have a team ready to help you, from planning the infoproduct to your first sale. Therefore, don’t waste time! Visit our website and learn more about Hero Spark.

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