Lessons learned from an (almost) 6 figure launch

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Inspired by Michael Mayo's thread for Warriors that registered way-back-when, I wanted to make a good old fashioned post sharing the key points I've learned from my recent (almost) six figure launch.

First off, what's the "almost" about ...

Well, truth be told when I closed the launch offer down yesterday the total was $95,204.00, which is just shy of the coveted 6 figure launch but I set a date for when I was going to close it so I stuck to my guns and went with it without any "Extended for just 1 more day" rubbish

What are the key lessons learned -

1. Sell what people want to buy not what you want to sell

I've done lots of launches over the last 12 months and the bottom line is I always sell more when I'm selling what people want to buy more of. I know it sounds obvious but if you're honest with yourself how many times do you come up with something to sell and find an audience for it rather than finding the audience first, discovering what they want and then making it for them. Yeah ... me too!

2. Upsells aren't evil, only evil upsells are evil

After purchase I had up/cross sells for a number of other related products. Clearly explained why they'd want product X if they'd just bought product Y and a clear "No Thanks" link if they didn't. This isn't about tricking them and squeezing extra value out of them. It's about putting extra value back (I also included discounts on all the stuff I was up/cross selling).

3. Don't sell product variants as upsells when you have other products to upsell

I used to follow the standard model of personal license on the front, resell/PLR/dev rights on the back. Until I discovered that you make way more money letting the customer just choose which variant they want right on the sales page and then upselling them other related products. Seriously, try it.

4. A flexible support team is a must

Big launch = lots of sales = lots of support

Even with the perfect product you will always have issues and the more you sell, the more support there will be.

If it hadn't been for the hard work and flexibility of my support team we'd have been absolutely snowed under but with 3 fantastic people on the front line and technical guys backing them up here in the office we got 99% of people dealt with effectively and a fast refund to the 1% where it went wrong.

Two people working 20 hours a week is far more valuable than one working 40 hours a week. The flexibility during launch peak volumes is invaluable.

5. Have a launch plan and tell people in advance

My launch plan looks like this.

A few days before launch I start telling my list about what is coming up in a couple of emails.

During the first week I'm only mailing my customers (and honouring all previous affiliate cookies) to make sure the offer converts as well as I'd expect.

After that affiliates can come on board for two weeks by which point they KNOW they'll make money on it because I have the sales data to prove it. I don't just rely on luck and people mailing on day one.

Regardless of how often you and your affiliates mail your lists during the launch period (Pro tip, more is better than less) make sure you send out an email or two with 48 and 24 hours to go. There is ALWAYS a spike as it's about to close of people sitting on the fence that will take action to buy if you remind them but will let the deadline pass if you don't.

More important than the exact layout of the launch plan, I communicated this plan to all of my partners and affiliates with plenty of advance notice so they knew what was going on and could block out time for it. Everyone had beta test copies plenty of time in advance of the launch too so they could see what the product was like and not be forced to rush a test of it on launch day to make sure they weren't promoting a turkey.

6. You don't win by recruiting general affiliates you win by attracting the right affiliates

I used to go after as many affiliates as I could. It's not hard to get several hundred people promoting during a launch. Unfortunately these are the kind of guys that will send 3 clicks and no sales.

Now I focus on working with the people that can drive hundreds or thousands of clicks each for dozens of sales and I focus on making them as much money as I possibly can. Hence high commission percentages paid on every product for life. Not just 100% of $5 now and nothing after that. The more you pay the more people will promote for you.


I hope that helps some of the aspiring product owners in the forum.

For everyone else. What are your top product launch strategies?

Cheers,

Andy

ETA: Whoops, sig deactivated!
#figure #launch #learned #lessons
  • Profile picture of the author Fernando Veloso
    Kudos Andy, and congrats on the successful launch. Personally I don't do product launches, but your post remind me how much I am losing everytime I sell a WSO with no J/V's, no personal list, etc etc. Your tips are solid and I bet more Warriors will share some other essential steps to a profitable launch.
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  • Profile picture of the author John Taylor
    Andy,

    Congratulations on your successful "almost" six
    figure launch!

    While I agree with all of your above points, I do
    think you've omitted to mention all the hard work,
    energy and enthusiasm you have invested over
    the years to get into a postion where you have
    the connections to manage such a launch.

    Yout 6th point is key. Unless you have a solid
    relationship with the right affiliates, you'd be hard
    pressed to get them to promote your products.

    Plus...Having a reputation for creating high quality
    products also helps. ;-)

    John
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  • Profile picture of the author Gavin Abeyratne
    I was lucky enough to see this launch happen from start to finish (I'm in Andy's Product Launch Mastermind).

    I was also lucky enough to be an affiliate in this launch, and benefit from being able to offer my list a fantastic product and high earning offer.

    I think you really nailed it here due to the attractiveness of the affiliate program you created, and the strong relationships you've forged with so many people. It was clear to me (and evidently everyone else) that you were genuinely trying to make your affiliates as much $$ as possible.

    This is definitely something I want to focus on, because no matter how much we grow our own lists, the combined alliance of 50+ marketers is always going to be orders of magnitude better than we can do ourselves.

    Big take-away point: your list of affiliates and relationship with THEM, is just as important as your list of customers and that relationship. (pretty sure you said that in a skype chat somewhere but i'll pretend it was me)

    Well done Andy, looking forward to seeing you smash $100k and beyond

    Gavin
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  • Profile picture of the author midiwhale
    Hey Andy, I like your post.
    Teach me how to make the moneyz Andy?
    (private joke)

    OK but seriously,
    this is quite high end brain fodder for most warriors, (no disrespect - just many warriors are starting out, or still to turn 3, let alone 6+ figures)...

    but I agree with what you have said.

    However it won't make much sense to most people, as they don't "think" they do product launches and certainly not 6 figure ones.

    So let me add reality to your post.

    The bottom line for me with product launches, is SYNERGY.

    Most people take the latest shiny light, the latest FAD, or rip off the most popular WSO topic of the week.
    They do OK.
    They rinse and repeat.
    You can even make a 6+ figure business doing this.

    But BOY what a stressful life!

    If you look at successful product launchers, like Andy, you will notice he has a SYNERGY.

    Even from day 1, with the charity plugin, he had an end game in mind.
    He knew who his customers were, what they needed to do, and what his part was in helping them to do it.

    Even today, he only recruits affiliates that match his inner model.

    He can DOUBLE his profits with his back end. WHY?
    Because his backend is related to his front end - ALL his products have a synergy.

    For any warrior thinking they don't do product launches, they don't have a product, they don't do products, let me suggest this...

    IMHO the reason why many warriors under achieve (the polite description) is because they are ALL OVER THE PLACE
    aka they lack synergy.

    They don't know if they are in local, or pocal. If they do video marketing or porn and dating tips.
    One minute it's dogs - next minute it's golf - then dating.

    (No jokes please about golf to dating to dogs - OH OK go on then...)

    Now (some of) these things "COULD" fit together if the plan was cohesive.

    One reason why people don't get to the product launch stage, is they aren't in a market long enough to stop and build one.
    And if they do, their customer list is SO fragmented and out of touch, that they have almost no one to sell to.

    They then don't BUILD on any success that they do have, and release a second, third and fourth product to compound the success (and list) they already have.

    So if you aren't at the stage of doing a 6 figure product launch, yet, I'd ask you to consider this...

    why not?

    It's probably because you are in to SO many things, you don't even know what is working or not.

    Hey, you probably don't even track it, to know.

    So ask yourself, "what is your BEST seller so far" and more importantly "what are you going to do about that".

    Perhaps your own product might be one possible avenue.
    And once you see that, maybe you can see how Andy's advice could make that a 6+ figure launch.

    Peter.
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    Plus see my own launch November 16th.

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    • Profile picture of the author highrank
      Marry me Andy?

      I'm about to launch my own product and this has been quite inspirational.

      How important is the upsell/cross sell in terms of your overall earnings? 10%? 90%?

      I havn't prepared an upsell yet, so maybe this is something I should look into.

      Also, please provide a link to the product! I'd love to see what a (almost) six figure product looks like
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      • Profile picture of the author Andy Fletcher
        Originally Posted by highrank View Post

        Marry me Andy?

        I'm about to launch my own product and this has been quite inspirational.

        How important is the upsell/cross sell in terms of your overall earnings? 10%? 90%?

        I havn't prepared an upsell yet, so maybe this is something I should look into.

        Also, please provide a link to the product! I'd love to see what a (almost) six figure product looks like
        The upsells accounted for about $25,000. I was cross selling products my and some of my affiliates lists had seen before though. On brand new stuff this would definitely be higher.

        Don't create an upsell if you don't have one. Launch this product and use it as an upsell for your next one. Don't find excuses to delay.

        No link to the product I'm afraid. I guess I can show you via PM but I don't want this getting canned straight away because it's got a link to something to buy. That's counter productive all around.

        Cheers,

        Andy
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  • Profile picture of the author karandigital
    great points
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  • Profile picture of the author JanG
    First off, Congratulations on your very successful launch. I'm sure many will be inspired by your story (at least I am).

    Also, thanks for sharing your insights. There are so many things one has to consider when doing a launch, and it always helps to follow the advice of others who have done it successfully, before. This way, you don't make any mistakes that could have easily been avoided.
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  • Profile picture of the author Michael Meaney
    Congratulations Andy!

    Very inspiring post, especially point number 4 - having a flexible support team.

    Thanks Andy.
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    • Profile picture of the author shabit87
      Yes!! 1, 4, and 6 are a must.

      Don't spend time coming up with something you think will sell if you can find out what people want and are actively looking for and where these people exist.

      Your job becomes ten times easier when using this leverage!

      Good customer service is a must. People always fear that thier investment will be a mistake and they'll feel foolish for trusting you with thier money. Take away this potential fear. Reinforce your customer service terms and live up to them!

      And yes please don't think that all affiliates are made the same, because they're not. Some affiliates will only be on board to buy your product themselves cheaper.

      Some affiliates want to try their luck with junk traffic that decreases your EPC or earnings per clicks and conversion rates, scaring away potential GOOD affiliates.

      All 6 tips are excellent, but I can't stress enough the 3 above. Great share Andy. Thank you!
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  • Profile picture of the author Valerie DuVall
    Andy thank you for this post. Better than some of the WSO's out there!

    Peter - while I do agree that the post is way above where most of us WSO newbies are, I find it helpful to learn how experienced warriors get ready for battle. I'll be there soon and hope to be as helpful to others as you and Andy.

    I'm excited to share my first WSO coming out really soon and I value the comments about backend support.

    Val
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    • Profile picture of the author WarBird
      Andy - Thanks so much for sharing your most recent lessons learned and/or reinforced by your most recent successful launch.

      While it's true that many reading this post may not be ready for such a large project just yet, the principles remain consistent and relevant from newbie product creator to the experienced veteran.

      Building a 'Business' strategically and having a larger vision than simply -
      - - how can "I" make a quick buck? -- are foundational to success long term, and as you've pointed out; even for the project at hand.

      Thanks for the reminder that the greatest product acceptance comes from serving up what the hungry crowd is asking for.

      Simple truths still remain true.

      The tip about offering any variants you may have right in the offer and 'give the customer the choice' right there is certainly worth the price of admission - especially coming from the mouth/keyboard of an experienced marketer like yourself. Thanks for that.

      And as a consumer, thanks for having sufficient and strategically positioned support staff in place to take care of the most valuable player - the customer.

      Great tips regarding communicating clearly the progress and procession, warnings/reminders of the pending close of the offer and of choosing, motivating, working with and ...
      taking GREAT care of your strategic partners >>your affiliates.

      Finally, Your Point >> 'Plan your work, and work your plan' <<<

      Thanks for a great post -

      You know the Warriors on this forum appreciate seeing success and having the the opportunity to learn from the insight that can only be gained from experience.

      Press Onward Towards the Goal...
      WarBird
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  • Profile picture of the author Colin Theriot
    No one's ever proposed to me on this forum. I'm jealous!

    To add to Andy's original post, every launch I've worked on is actually 2 launches. One for prospects, and one for affiliates. The material prepared for affiliates is way more important and way more of a focus. For a WSO "launch" it's not quite the same thing, but if you're trying to coordinate an avalanche of focused attention around a specific event, you need to corral all the people sending traffic. You essentially need to make all the affiliates into a team, and to do that takes planning and execution.

    Great post, Fletch.
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  • Profile picture of the author Chris Munch
    I also saw the launch unfold and I have learned a lot from watching Andy's process.

    One thing I'll add which I know Andy is very keen on is to be very generous to your affiliates- Be sure that your offer converts before you approach affiliates, if your offer converts really well then it will be a much easier job getting affiliates on board.

    Then make sure your affiliates get a generous cut. 50% rarely cuts it now. You also need 50% on at least the OTO too.

    Andy's launch offered 60% of the front end, and 60% on any of his other products which he upsold them, so if someone ended up buying 3-4 of his products you get commissions for the whole lot. Very generous and easy money for his affiliates.

    Personally I've done 100% commissions on the front end which has also worked well.

    Put simply the more generous your commissions are the more affiliates you will attract.

    You win because you get a buyer on your list and will make money selling other products, and also some of your own. In the long term giving away 100% commissions or extra commissions on the backend is a small price to pay to drastically increase how many buyers you will bring into your business from the extra affiliates.
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  • Profile picture of the author magnates
    Hi Andy ,

    Am going to launch my product very soon , I can't tell you how valuable this post is

    Thank you for the share Andy

    I have been privileged to part of a 7 figure launch last year .. Totally blow anyway by the results.

    Still learning every day , you tips are excellent

    I have taken notes already

    Thanks
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  • Profile picture of the author kimjox
    Excellent post ! Thank you for sharing your experience Andy !


    Cheers
    Kim
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  • Profile picture of the author Andyhenry
    Hey Andy,

    What was it that you were selling?

    Andy
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    nothing to see here.

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    • Profile picture of the author Andy Fletcher
      Originally Posted by Andyhenry View Post

      Hey Andy,

      What was it that you were selling?

      Andy
      It was launched as a WSO so best I don't talk about further details in the thread (especially as it's still available and selling well). PM/Skype me if you want more details though.

      Cheers,

      Andy
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  • Profile picture of the author Michael Mayo
    Originally Posted by Andy Fletcher View Post

    [SNIP]Inspired by Michael Mayo's thread for Warriors that registered way-back-when, I wanted to make a good old fashioned post sharing the key points I've learned from my recent (almost) six figure launch....
    [/SNIP]
    Andy, I'm Flattered the thread inspired you to share your recent success with Warriors.

    Thanks for doing so and Congratulations on the successful product launch.
    I wish you many many more in the future.

    I love reading success stories and today is a day when I needed one to get
    me re-focused and back to work on my projects.

    Thanks!

    Once again Congrats!
    Have a Great Day!
    Michael
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  • Wow combats Andy!

    I sent you a friend request on skype.

    Do you have a big list or did you rely on JV's? This is some amazing information.

    I also got the anatomy of a million dollar launch and it was SICK! You know who else just had a million dollar launch? Mike Filsame
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  • Profile picture of the author WD Mino
    Hi Andy
    [Quote]
    Well, truth be told when I closed the launch offer down yesterday the total was $95,204.00, which is just shy of the coveted 6 figure launch but I set a date for when I was going to close it so I stuck to my guns and went with it without any "Extended for just 1 more day" rubbish

    4. A flexible support team is a must

    Big launch = lots of sales = lots of support

    Even with the perfect product you will always have issues and the more you sell, the more support there will be.

    If it hadn't been for the hard work and flexibility of my support team we'd have been absolutely snowed under but with 3 fantastic people on the front line and technical guys backing them up here in the office we got 99% of people dealt with effectively and a fast refund to the 1% where it went wrong.

    Two people working 20 hours a week is far more valuable than one working 40 hours a week. The flexibility during launch peak volumes is invaluable.[QUOTE]

    Nice to meet you. I look forward to seeing you around

    Great job on the launch
    -WD
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