Some were incredibly successful, some were failures.
Some I am proud of, and some I wish I could erase from memory.
The nice thing is, after so many successes and failures, I've been able
to see a clear formula for product launch success.
First, here are the two case studies:
A. Confidential Internet Intelligence Manuscript
On the first weekend of it's launch we sold over $100,000 worth of this
B. The Mark Joyner Farewell Package
Within 3 weeks of it's launch we sold over $600,000 worth of this product.
How did we do it? It comes down to a simple 4-step formula:
1. Start With a Great Product with Outrageous Value
The "Confidential Internet Intelligence Manuscript" represented well
over $200,000 in marketing research we had conducted at Aesop over the years. Included were easy-to-implement marketing tricks
that have increased our response time and time again.
When you start with a value like that for such a low price, it's not
hard to write copy that makes the value clear.
If someone presents you with an offer that truly represents an incredible
deal, of course you take them up on it.
This is the core of any great business success: massive value for the
price. It doesn't feel like doing business anymore - it feels like stumbling across a priceless antique in a dime-store where
the shop owner doesn't understand the true value. It's no longer a question of "will I buy" but "man, I hope they don't change
this deal before I can take advantage of it."
The "Mark Joyner Farewell Package" was an even more outrageous value.
It's hard to put a price on almost 10 years of blood, sweat, and tears, but that's what it represented. The one hard cost
we could quote was the over one million dollars it cost us to develop the source code included in the package.
Using that as a metric, people were paying 10 cents on every one hundred
dollars of value.
But that was only a small part of the package. It also included 20 hours
of audio interviews with me and some of the greatest minds on the net, resale rights for many products (including "Confidential"
mentioned above), technology I've used to blow up my lists, automate my customer service, build and mobilize my affiliate
armies - and more.
As if all that wasn't enough, the actual value was even greater ...
2. Over-Deliver Then OVER-Deliver Some More
The actual value of the package was much much more than that. There
are things I included in there that I deliberately didn't even mention in the salesletter - some of them are valuable in the
Why would I do this? I already had the sale. Why would I give up more
value after the deal had already been closed?
Here's why ...
3. Get Them to Be Your Evangelists - Then Reward Them Ridiculously
Well for It
The result of over-delivering in both cases was:
a. Page after page of sincerely glowing testimonials.
b. Incredibly happy customers (almost non-existent refunds for both
c. Hordes of people voluntarily spreading the good word about these
A lot of people stop right there. They figure if people are spreading
the word and they are happy the sales will roll in.
They are partly right, but you can do even better. Why not pay them
for spreading the word as well?
Now, you may be asking, "They are already spreading the word - why pay
them? Isn't that unnecessary?"
If people love your product they will tell a few friends about it.
If people know they will get paid they will also tell a few friends
If people know they will get paid for telling people about a product
they truly believe in and love, they will shout about it from the roof-tops.
For "Farewell" for example, we set it up so anyone who sold it would
be paid $500 per unit sold. That along with a love of the products made for some aggressive selling - and no one felt any
shame in it because it truly is an outrageous value. There is nothing wrong with telling your friends, family, and customers
about something that will help them.
Indeed, it's your duty.
4. Create Irresistible Offers
On the weekend that we launched "Confidential" we sold it at a special
price for a limited time with heaps of additional bonuses.
Many of the affiliates evangelizing the "Farewell Package" put together
similar deals for folks who purchased through their affiliate links. The results were amazing.
An irresistible offer stacked on top of an outrageous value will truly
make things sell like crazy.
Here are some things you can do to create irresistible offers:
a. Time Limits and Other Urgency Cues
To create a sense of urgency, make it so the offer is only valid for
a short period of time.
This will inspire people to act right away. It doesn't have to be a
time limit - it can also be a volume limit. For example, the "Farewell Package" is limited to 2,000 total sales. That creates
a great sense of urgency since people fear they will miss out on a great deal (and they truly will).
b. Added Incentives of Great Value
Offer people additional bonuses on top of the great value at the core
of your offer and they will love you even more. You should avoid the mistake of stacking on worthless bonuses, though. Many
people include stuff that's of no real value and it will actually hurt your offer.
Rule of thumb: if you can't sell it, you can't give it away either.
c. Uniqueness and Exclusivity
Every part of your offer should represent something that can't be found
anywhere else. If people know that you're the only source for what you're offering, it immediately eliminates the need to
shop around. This works for all types of offers. For example, when Mike Chen created FlyInAds he modelled it after the ExitBlaze
code he got in the Farewell Package, but he modified it in such a way that it delivered an ad format that was not offered
anywhere else on the net. The result? He got 4,000,000 hits in 5 days. Follow this formula and your sales will skyrocket.
Mark Joyner is one of the early pioneers of Internet Marketing and the #1 best-selling author of many books including
"The Irresistible Offer," "MindControlMarketing.com," and many others. His latest project is a free 18 day course called
"Simpleology: The Simple Science of Getting What You Want." http://www.simpleology.com