How I made almost $100K in one single product launch with a product I didn't create.
And 5 lessons I learned during the launch that anyone can use.
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And 5 lessons I learned during the launch that anyone can use.
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My buddy @OneJKMolina and I launched a Twitter course called “The Templates.”
It was a simple concept with a big promise.
We supplied you with high-performing tweet structures.
And all you have to do is plug in your own words to see the magic happen.
It was a simple concept with a big promise.
We supplied you with high-performing tweet structures.
And all you have to do is plug in your own words to see the magic happen.
I’ve been part of many launches.
But I’ve never sold 690 units in one week.
We only promoted on Twitter and our mailing list.
No paid ads. No Instagram. No shoutouts.
But I’ve never sold 690 units in one week.
We only promoted on Twitter and our mailing list.
No paid ads. No Instagram. No shoutouts.
Since this has been my most successful launch to date, I distilled 5 major lessons from it.
Here's what I'll cover today:
1. Choosing a platform
2. Using your newsletter
3. Choose a launch partner
4. Managing affiliates
5. Persuasion tips anyone can use
Here's what I'll cover today:
1. Choosing a platform
2. Using your newsletter
3. Choose a launch partner
4. Managing affiliates
5. Persuasion tips anyone can use
# 1. Choosing a platform
Launch products on a platform where you have the most followers.
In my case, I used my Twitter account and my newsletter.
Intuitively, this probably makes sense and sounds obvious.
But I state this explicitly because it makes a big difference.
Launch products on a platform where you have the most followers.
In my case, I used my Twitter account and my newsletter.
Intuitively, this probably makes sense and sounds obvious.
But I state this explicitly because it makes a big difference.
Create a product that caters to your target audience on that platform.
This is one of the primary reasons why The Templates did well.
We launched a product about growing on Twitter promoting it on Twitter.
This is one of the primary reasons why The Templates did well.
We launched a product about growing on Twitter promoting it on Twitter.
# 2. Using your newsletter
At the time of this writing, my email list has exactly 24,570 subscribers.
On average, 30% of people on my email list open my emails.
Every email sent has a cost.
I can expect a range of 40-80 unsubscribers for every email I send.
At the time of this writing, my email list has exactly 24,570 subscribers.
On average, 30% of people on my email list open my emails.
Every email sent has a cost.
I can expect a range of 40-80 unsubscribers for every email I send.
To avoid this problem with The Templates, the launch strategy was simple.
Read on...
Read on...
I only sent promotional emails to people who:
- Opted in to be alerted about the promotion
- Downloaded my free guide about writing on Twitter.
- Purchased any of my Twitter growth products in the past.
- Opted in to be alerted about the promotion
- Downloaded my free guide about writing on Twitter.
- Purchased any of my Twitter growth products in the past.
This doesn’t guarantee that people won’t unsubscribe.
But it does optimize the situation.
But it does optimize the situation.
The Lessons:
- Email is a powerful tool
- Figure out how to target people who are most likely to buy from you
- Segment your list early
- Free guides work best to not only establish credibility
- Build customer satisfaction to increase sales
- Email is a powerful tool
- Figure out how to target people who are most likely to buy from you
- Segment your list early
- Free guides work best to not only establish credibility
- Build customer satisfaction to increase sales
# 3. Choose a launch partner
My partner on this project was JK Molina.
At the time of the launch, JK had about 33k Twitter followers.
He already has a decent list of buyers from his own Twitter growth product.
My partner on this project was JK Molina.
At the time of the launch, JK had about 33k Twitter followers.
He already has a decent list of buyers from his own Twitter growth product.
As much as I would love to take credit for orchestrating the product launch, JK is largely responsible for product marketing and creating the product itself.
We leveraged my massive audience to launch an incredible product.
We leveraged my massive audience to launch an incredible product.
A big reason this launch was so successful is that JK:
- Organized a list of other influencers to message
- Setup the partnerships to pursue
- Wrote the promotional tweets and emails
- Organized a list of other influencers to message
- Setup the partnerships to pursue
- Wrote the promotional tweets and emails
The Lessons
- Work with people who respect your abilities and bring something to the table you also respect.
- Together, you should be greater than the sum of your parts.
- Synergy is vital to a successful partnership.
- Leverage your audience size.
- Work with people who respect your abilities and bring something to the table you also respect.
- Together, you should be greater than the sum of your parts.
- Synergy is vital to a successful partnership.
- Leverage your audience size.
# 4. Manage affiliates
Affiliates are people who promote your product.
If someone buys through their link, they’re automatically paid a percentage.
We gave 50% commission for every sale our affiliates got.
Affiliates are people who promote your product.
If someone buys through their link, they’re automatically paid a percentage.
We gave 50% commission for every sale our affiliates got.
We used @Gumroad to provide people with affiliate links.
With your affiliates promoting, you will make less money on each sale, but you will get more sales.
They’re like your own promotion and sales team.
With your affiliates promoting, you will make less money on each sale, but you will get more sales.
They’re like your own promotion and sales team.
The Lesson
- Maintain a good reputation, not only in your niche but also in your life.
- Make it easy to be your affiliate and people are happy to retweet and promote you for free.
- People love helping people who do good work and have a purpose.
- Maintain a good reputation, not only in your niche but also in your life.
- Make it easy to be your affiliate and people are happy to retweet and promote you for free.
- People love helping people who do good work and have a purpose.
# 5. Persuasion tips
The launch date was unofficially on July 9th.
Since then, the program has made $80,499.
But nearly $10k was generated before the actual launch.
Here's what we did.
The launch date was unofficially on July 9th.
Since then, the program has made $80,499.
But nearly $10k was generated before the actual launch.
Here's what we did.
We set up a waitlist a week beforehand.
People who signed up were to be alerted when the product was released.
They were also offered a chance to purchase at a discount early-bird price
People who signed up were to be alerted when the product was released.
They were also offered a chance to purchase at a discount early-bird price
We generated $10k before the 4-day launch event thanks to the waitlist.
Why did this work?
Why did this work?
Using the waitlist tactic, we were able to extend the actual sale time, keep the urgency high (4 days as opposed to 7).
“Urgency” and “scarcity” are excellent tactics for driving sales and making more money online.
“Urgency” and “scarcity” are excellent tactics for driving sales and making more money online.
“Urgency” is when you impose a time limit to drive action.
For example, “The sale ends at midnight tonight.
“Scarcity” is when you impose a product limit to drive action.
For example, “There are only 10 copies left.”
For example, “The sale ends at midnight tonight.
“Scarcity” is when you impose a product limit to drive action.
For example, “There are only 10 copies left.”
While there are some objections to the tactics, no marketer denies that they work.
They work because people tend to wait to take action.
They work because people tend to wait to take action.
The Lessons
- Short periods of promotion time work best
- Put a lot of time into pre-promotion – create a waitlist
- Keep the urgency of the launch offer/bonus/restriction high.
- Short periods of promotion time work best
- Put a lot of time into pre-promotion – create a waitlist
- Keep the urgency of the launch offer/bonus/restriction high.
# In Summary
To have a successful product launch:
1. Choosing a platform
2. Using your newsletter
3. Choose a launch partner
4. Managing affiliates
5. Persuasion tips anyone can use
To have a successful product launch:
1. Choosing a platform
2. Using your newsletter
3. Choose a launch partner
4. Managing affiliates
5. Persuasion tips anyone can use
If you enjoyed this perspective, you'd love my Stoic Street Smarts Newsletter where I discuss emotional control, human nature, and how to deal with the monsters of the world without becoming one.
edlatimore.com/newsletter
edlatimore.com/newsletter
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