so here's the a toz nft launch framework that you need to follow to successfully launch your nft project in 2024 if this is the first time we meet I'm Leon bu and I help the world's largest Brands launch and scale in web 3 and in today's video you're going to be learning the exact framework that we've used on some of the world's largest brands that have launched in the space this ladies and gentlemen is the secret sauce There is no extra hidden information behind the pay wall that you need to pay to access this is the framework and what other agencies would charge tens of thousands of dollars for is right here for free for you to grabs so trust me when I say that if you follow the information that is going to be written right here for you and if you watch this and take every single nuts and bolts that I'm going to be giving you and build that into the ship that is your nft project you should be succeeding and the reason I do this for free is very simple I believe that the best way to shape the future of an industry is by empowering the builders that actually end up building the products and services that will make up that industry and that is how I plan on making my impact in web 3 by empowering you The Watcher into building better products and services and more ethical and effective ways that I intend on making my impact so today I'm going to be showing you the three launch phases that constitute an at launch framework and I want you to think about it that way you want to think that launching an nft project you need to activate certain touch points with your target consumers the very first time someone sees your product is not going to be the first time that someone makes a decision to buy people in web 3 need to see experience hear and interact with your product a handle of times before they really have the commitment of taking action whether that's joining your Discord submitting their white list and finally the day of the mint actually approving a transaction to buy from your project and for you to push someone from someone who is not aware about your project to someone who is a raving fan who not only is going to buy your product but talk about your product to their friends you have to follow a three-step framework and very simply said I want you to think of this framework as the whisper tease and Shout framework and at every stage of the process phase one whisper phase two 2's phase three shout we're going to be activating different touch points we're going to be communicating different things in the first stage making someone that is not aware about our product picking their curiosity in phase two we're going to take that Curiosity and turn it into a desire and in phase three we're going to convert that desire into an actual purchase and that's what every three stage serves for and I'm going to be showing you every stage what are the different marketing activities that you should be prioritizing to successfully launch this and one example I'm going to be taking uh throughout this video is actually from one of the projects that we've helped on their go-to Market strategy 4 called Persona Journey I'm proud of my clients and these guys have been doing an absolutely fantastic job at launching their project they currently are in that phase two where they are converting that awareness into interest they're doing incredible so I I proudly show one of the case studies as and it's one thing showing you studies from the outside and actually showing you case studies from projects that I am actively involved in so throughout this video I'm going to be referencing some points about how Persona did it and how you can replicate that framework as well sounds good phase one of launching an nft project is the whisper phase and Whisper typically lasts anywhere between 6 to 54 weeks we've seen projects do it in six weeks weeks and all the way up to over a year doing it and you'll understand why as I explained but there are three main activities that you want to be partaking during phase one which is the whisper phase and these are brand teasers tier C collaborations and the founder funnel so here's what I mean by phase one whisper face this is where people have never heard of your product ever it's the first time they hear about you so your goal is to make the very first impression properly you want to make a good first impression that's when you meet someone and you give a very strong handshake and the words that come out of your mouth are ones that will stick with the person you meet that's exactly the objective of phase one I want you to think of phase one as the phase of a new store opening in a mall in the beginning when the store doesn't just open its door and it's full of customers no during the construction phase the store ends up wrapping the out outside of the store with coming soon your city's hottest new retail shopping experience and then you have beautiful trailers that kind of sell the dream that's a little bit what phase one you should do which is why I have right here brand teasers at this stage you should not be talking about utility you should not be talking about the team you should not be talking about what is your prospect going to get what is the transformation that they're going through what are the emotional benefits of your brand right here you're not talking about anything instead what you're doing is you are going to be pleasing people's imagination and their desire for a story using brand teasers and brand trailers if you are to look for example at Persona their very first tweet which was made in July 18 2023 it's just a logo with a nice animation that says a world is forming the Journey Begins and you can see if you scroll up you're going to see what that means very very very teaser based very trailer not a lot of big information now your question might be okay how did Persona launch a trail trailer and how did they get a couple hundred, Impressions and thousands of interactions per post and this takes us to the second point which is tier C collaborations so if you don't know in the web 3 space there is this concept called collab managers and you want to think of these people as salesmen these are salesmen that are going to go sell your product to other communities and the way they do this is very simple collab managers typically have a very rich network of communities and these communities what they want is very simple they want early access to some of the hottest projects that are going to be launching and needless to explain sometimes having Early Access to hot project ends up resulting in thousands of dollars in revenue and profit for the individuals and the people part of the community so people are willing to interact with early projects if they see the potential and these collab managers one very simple responsibility which is to sell your project to the right communities and tier C collabs the reason there is C is because there's three tiers of collabs that you can have of projects that exist tier a tier B tier C tier a being the topof the top the cream of the crop a blue chip projects the ABS the isuki the the top Alpha groups tier B being good projects active communities but a little bit more accessible and tierc being kind of the majority of all Alpha groups that exist and all nft communities they fall under tierc collaborations and although these are lower quality what they do end up bringing his activity they do end up bringing attention and they do end up bringing awareness to your project and that's where if there's one position outside of the founder position that is crucial and critical for the success of the project it is that of a collab manager a collab manager can cost anywhere between $300 to $600 per week and you'll need them for pretty much the majority of the launch of your nft project so that's why it's important for you to pick someone that is good and I do not recommend you to do it yourself because what you're tapping in is the network of these people and you building your own network is going to be incredibly timec consuming and detrimental for all the other initiatives of the project because it is a full-time thing building your network and doing it just for one launch of a project doesn't make sense so this brings us in the last activity that you're going to be doing during the launch of phase one which is the whisper phase which is the founder funnel now here's something very important that you need to know as you are launching your project the brand account this chunk the brand teasers and the collabs are initiatives that you are doing on the brand account one unfortunate reality is that the brand account does not grow by itself it is incredibly hard to produce content that spreads organically via the brand account people do not like to interact with Brands they like interacting with people and the way you do this is through the founder funnel the founder funnel I've read an entire video about it but it's pretty much engaging an activity ities that are going to create awareness into the founder account and then funneling that attention into the actual project because in web 3 ladies and gentlemen attention is gold it is the most valuable currency that you can control and the way you generate attention is by either engaging in activities that generate awareness or paying paying your way in is not a path that I recommend unless you have hundreds of thousands of budgets that you're willing to burn through so for most of us going the organic route by engaging an activ that generate awareness is the way to go so the question is what are those activities in the context of the founder funnel that's where we talk about engaging on social media creating a list of the top 250 accounts in web 3 that you resonate with and also have a large following and being part of the conversation engaging in the comments number two creating actual content that is valuable to your target audience to your Target demographic what do the people who are interested in your product what are some other adjacent interests that they are also into if you're building an anime project people must be interested in art they must be interested in storytelling they're interested in lore maybe entrepreneurship how do you create content that they actually find interesting that will get you awareness number three you can actually do Twitter spaces Twitter spaces is an incredible way to start garnering attention and awareness into your brand and building a loyal following around your persona as a project founder so the big three for the founder funnel are replying engaging number two quality content number three Twitter spaces these are the three ways you start funneling attention into the brand in the context of persona the founder of the project is Spike and you can see just scrolling through his Twitter the type of content the type of Engagement is a lot more mass Market if you will and the way the funnel works is is very simple where're at the top you have the founder account and then you're going to convert that attention into the project account using your PIN tweet so pinned tweet you are also going to be doing occasional uh retweets of the project through your personal account you are also going to be creating content about your project One content example I can think about is here are five things I learned building my nft project or my top three mistakes building my nft project so it's about documenting your journey and by making your project part of conversation and not conversation is how you actually get to produce quality content that people actually enjoy and they can start following you through the process that's exactly how I've been doing uh marketing guys if you are to look at all my social medias whether it's on YouTube on Twitter I'm Leon I am the founder and I often talk about my brand UNF fungible in contexts that are relevant and educational for you and I make it clear that if you are a top brand looking to scale in this space to get in touch with us it's very clear messaging and that's exactly what you want to reverse engineer when you are doing the launch your brand being un fungible it's your and n f project so that is Phase One ladies and gentlemen the longest phase of the launch of the nft project 6 to 54 weeks now what happens when we are ready to move from phase one to phase two and that is where we have phase number two which is the teas phase so during the stage of phase one a lot of people in web 3 might have seen our brand for the very first time most will not have followed they're hanging about us for the very first time and that's the goal that is the goal here you have web 3 hear about us for the first first time once that is accomplished that is where we move into phase two which is the teas phase and at this stage this is where you actually want to start communicating certain things that is going to Peak the interest of people phase one was curiosity phase two is interest and the way we do this is the following so when in phase one we were doing brand teasers in phase two we're actually going to start talking a little bit more about our product so product announcements why is it that people need to pay attention to us and what type of product Target consumer is this actually for so that's where people are going to know are you a web 3 game are you an anime are you perhaps an IP play where do you fit in the different categories of web 3 and that's what you want to start doing about the product announcements you're going to start shedding a bit more light about your actual product and why is it that people need to be paying attention to you now as we continue with the collaborations we're going to move on to tier B collabs during phase one we should have guarded enough social proof attention to be able to start unlocking tier B collaborations so there are a little bit higher up in quality of collaboration that we can now tap into thanks to the found social proof that we were able to gain from phase one and that is why why going back phase one is the longest phase because it takes the longest time to gain the social proof and the attention so tib collaborations we keep doing the collaboration this time we up the quality that we are going to be going after number three tier B ambassadors what are tier B ambass ambassadors tib ambassadors are quality content creators that are going to create organic content about your product and the goal with the ambassadors is to further push conversation about your project in web 3 conversation if you are to scroll up as you go through the Persona account you're going to see at different stages they announced ambassadors into their ecosystem whether it was Mani whether it was nft boy they started onboarding different ambassadors to help push The Narrative of the project even further and the reason we have tier B ambassadors at this stage and not here is for a very simple reason which is economics quality ambassadors want to work with quality brands most ambassadors will not want to work with a brand that has 100 Twitter followers you need a couple thousand if not tens of thousands for you to be able to get a good deal with that Ambassador that's why in Phase 2 it starts making a lot more sense economically to onboard ambassadors that are going to give you more competitive rates because if you want to sell someone on talking about a project that has 100 followers this is what they typically do I've seen hundreds of times they're's going to throw a a high Bal number $2,000 for one tweet it's like bro you have 7,000 followers you're charging me 2,000 yes I'm charging you $2,000 and the moment they anchor you to that price you're done because you cannot come back in 2 months and be like hey by the way want to try again you can't do that so you hold off on the ambassador's until phase two where you start rolling out tier B collaborations b b is typically creators that are between 5K to 15K that is the range again dependent on your Niche depending on the actual Creator but general rule of thumb and the rates they vary anywhere from $200 per tweet all the way to $11,000 what you want to try to do with ambassadors is to lock in long-term Partnerships and what they really like is when you offer them a recuring revenue so hey man I'll pay you $33,000 per month is five tweets per month one thread three retweets and perhaps one space weekly so when you bundle that in a monthly recuring Revenue creators like that they don't like one off activations they like to feel like they actually work with Brands so that is one hack that is going to help you get better return on investment next we start introducing weekly spaces at this stage we are starting to get our account is starting to get more Impressions more eyeballs and one thing we're going to start doing with that that eyeballs is we want to start converting These Eyes into interests and the way you do this is by exposing people to your brand the average consumer needs three to six hours of exposure to a brand before they can commit to buy from them so the way you do this in web 3 Twitter spaces that's where you put the founder up on stage you have them sell the brand sell the vision sell the story sell their ability to execute on that story that you're selling and you want to communicate all those things because people in web 3 invest in Builders they don't invest in ideas they invest in Builders how do you highlight your capacity to build it is via creating a weekly space show for the actual Brand number five we're going to continue doing the founder funnel replying creating content and hopping on other people's Twitter spaces and finally number six we're going to start doing a Discord soft launch by soft launch you don't want to do a grand opening instead what you want to do is you want to sprinkle invites into your Discord keep it exclusive keep it healthy you want to bring people in maintain a certain level of Engagement and then open it up for a little bit more people because the last thing the killer of nft project is opening your Discord too quickly it floods with people and then activity dies the next day that is a killer of a web3 brand so you open your Discord bring it in you incentivize the people that were early for you you're more generous with the whiteless allocations and you grow from there the way Persona did it was they had a gif that was very branded to their style and in the gif there was a a riddle that they had to solve to access the Discord and that's how they were able to get 100 people in right away phase two lasts anywhere between 3 to 12 weeks so here we said 6 to 54 right here we at 3 to 12 weeks so you see how at this stage we're starting to accelerate the pace of the project this is where all of a sudden spending starts to increase with the ambassadors at this stage you should have started to find your brand narrative and you should be doubling down on that so your brand voice your unique selling proposition you should have found that and you should be doubling on it that's why phase one is here it's like the experimental it's the sandbox and finally ladies and gentlemen we got phase three which is the final phase of the marketing the critical stage of phase three that I'm going to be showing you right now phase three and this is shout this stage typically lasts and anywhere between 1 to 4 weeks and these are the initiatives that we're going to be having during phase three so are you ready for this phase number three the shout this is where we're going to be converting all the attention we got from here into the last stage of the project the last couple of weeks the most critical weeks of the launch of your project we have six initiatives that are going to be happening and that's where you're going to have maximum gas on the pedal with the founder funnel on steroids everything you were doing with the founder funnel during phase two you're going to be doing it 10 times more during the last stage if you were hooping on one Twitter Space daily you're going to do five daily if you were tweeting once a day you're going to start tweeting 10 times a day if you were replying 100 times a day you're going to start doing 500 times per day you want to try to get as much attention as possible during that one phase because you want to remind people that you exist a lot of the people that saw you during phase one and phase two you want to remind them that you exist and you want to tell them that you are near the finish line and that they don't want to be missing out anytime soon number two brand partnership announcements this is a critical one that you need to have in place by this stage people are curious they're interested but how do you get someone who's interested how do you push them over the edge to actually buy your product and this is by building brand Association this is where you come out with announcement saying that we are officially partnered with bance we are incubated by X Y and Z company that is where you want to create social proof into your project and if you don't have it create it start highlighting the small wins that you've had we've just partnered with Doodles now we've just got apist for our collaboration we just did this we just like take the things that might look minor for you and scale them up use name drop say that if you were able to land the founder of of Doods on an AMA celebrate it with this you need to build credibility to your brand and the way you do it is through Association so Association com with brand partnership announcements number three we got tier a collaborations the top of the top the cream of the crop we're giving our final Whit list to tier a collabs at the same time we have rolled out tier a ambassadors these are more expensive but they are you are working with them for like the last month we need the top talking about us and here's what I'll tell you about this one if you've done a good enough job during the previous two phases what should be happening at this stage is you just need to work with one or two tier a ambassadors to create a trickle effect in the marketplace of other content creators to start talking about your brand content creators make a living talking about Brands so if you do get enough job at branding yourself selling yourself the founder funnel everything we spoke about at this stage you should start becoming organically part of web conversation you don't need to force your way in you just become conversation so one or two ambassadors on board should help trigger that process like the spark that is going to put the whole building on fire that's where it happens number five daily Twitter space shows again the same reasoning as during phase two now we're doing it on steroids every single day we're going to be organizing a Twitter space show and here's a small tip for you there's three main time zones that make up the target audience in web 3 so US Canada we have Europe and then we have Asia and the time zones that work for the US so peak hours of us are not peak hours in Asia so what you're going to start to do what you're going to want to do during the Twitter space shows is organize a Daily Show but every day is at a different time with a 2hour interval so 2 hour difference let's say the first day you do a 10:00 a. m. eastern space show next day you want to do 12:00 p.
m. then 2: p. m.
then 4:00 p. m. then 6 p.
m.
