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I have a very exciting Product Launch Formula case study to share with you. It shows the kind of success you can achieve just by taking advantage of the free content given away by leading marketers when they launch their own training courses. Even using a fraction of the ‘Product Launch Formula’ or the ‘Mass Control’ process can yield big gains.
Michael is a very astute student of Internet marketing and I’ve had the privilege of watching as his efforts really began to pay off. Now, with his permission, I’m publishing his recent product launch case study here.
Case Study: Aweber UNLEASHED Training Video Launch, by Michael Gunn
I came VERY close to buying ‘Product Launch Formula 2.0’ (PLF2) last month, but at the last minute I decided not to. I just couldn’t afford it. Instead I decided to do a test. You see I had read a lot of posts both here (the ‘Warrior Forum’) and on E1kaD (the ‘Earn 1k a Day’ membership website) about the hype around PLF2 and the videos that Jeff Walker provided and that the process he was using was nothing but hype as well.
I saw it differently. To me the free videos that Jeff Walker provided were pure gold. I carefully watched them multiple times and also studied the process he used. In addition, I ran across several audio interviews from Liz Tomey and Jeff Dedrick that they were using to promote PLF2 as well. These audios were amazing and contained outstanding information.
I decided to challenge myself and use the methods/techniques I learned from Jeff’s videos and Tomey’s audios to do a product launch. I have made products in the past and have had some good success in the past. So I was curious to see how much of a difference it would make.
I recorded 14 short video tutorials on how to use the popular Aweber Autoresponder service and created a product called Aweber UNLEASHED. I determined this was a need because of the number of posts I saw on the Warrior Forum and other boards regarding this tool.
I then contacted three forum friends whom I knew had Internet Marketing (IM) mailing lists and invited them as Joint Venture (JV) affiliates. The total combined subscribers on these lists was about 16,000.
The plan was that I would release one video early in the week for people to preview and then another two days later. I set up a squeeze page in order to get access to the video. Those who confirmed were redirected to a blog that had the video posted. During the next two days of promoting the free video the squeeze page converted at 60.4% and 316 opted in and confirmed their email.
I uploaded the next video. I then sent an email to all the lists about the availability of the second video. Using Frank Kern’s suggestion, the second video I shared was ,IMHO, the best of the 14 and 64 more optins followed that day. The videos received a total of 543 page views during the three day pre-launch.
It was then announced that the Sales page for the full 14 videos would be available on Thursday at noon for a price of only $7. On Thursday emails were sent to all lists about the availability of the videos. Of course PayPal selected that day to have some major technical issues and the first 20+ orders got messed up.
For those that had issues I sent them an alternative download link as well as an additional eBook that I currently sell for $17 as a bonus for their troubles. After the initial issues with PayPal, all went well. The sales page was converting at a robust 23%. As of this writing there have been 188 sales for $1,576 in a little more than 48 hours.
I am receiving numerous requests for people wanting to be affiliates, which I have granted. This affiliate traffic has not gone through the “Pre-launch” routine and so the sales page is converting at a much lower rate but still overall it sits at 19.4%.
Some things I learned/Notes:
- While the process was very effective, I wouldn’t do it again for a $7 dollar product. It was a lot of work.
- I wish I had come up with a way to track the sales conversion of those that had opted in and saw the preview videos vs. those that didn’t. That would have been interesting.
- I need to get a help desk set up. As much of a pain as they are, it’s not worth losing a customer because you never got the email that they were having issues.
- I neglected to put a support email address on the pages and that caused a couple of problems, but not many.
- I was very pleased to see that my three affiliates made money. That made me as excited as if I had been the one making it!
- There are lots of other things I could have done or prepared better for. But money loves speed and I didn’t want to wait any longer to gt the product out.
Overall it was a great launch and a great experience. All this from using information found in the free videos and audios that were released before PLF2.
Hype? Maybe. But the proof is in the bank account and with the satisfied customers.
Michael Gunn is an Internet Marketer and product creator. His products include the free report, Are You Taking Action?, Discussion Forum Fortunes, IM Audio Club, and Niche Warfare in addition to the Aweber UNLEASHED video training series mentioned in this case study.
To learn more about Michael and his work and collect a copy of his latest free report, visit his blog at: www.NicheWarfare.com
If you are listening to the podcast version of this article, we invite you to visit us on the web at www dot go-to guy enterprises dot com for more Internet marketing insights.
My personal Internet marketing story can be traced back to a blog entry I read back in December of 2005. Professional blogger Yaro Starak had written about how you could make money creating niche content websites with Adsense ads on them.
I had been toying with the idea of creating some sort of Internet based business for several years, but hadn’t figured out how to get started. Yaro’s article laid out a logical and accessible approach that seemed attainable. So, with no market analysis or research I bought a couple domain names and started experimenting.
At the same time I setup a blog and wrote about my experiments.
After one year of researching and experimenting with my niche sites, I had earned less than $30 from my efforts and spent at least that much money trying to earn $30. I was not a raging success in the world of marketing.
As depressing as my initial results were, those experiments were not wasted. I learned a huge number of valuable Internet skills which became foundational to my later success. I learned about web design, SEO, ad optimization, how to setup a WordPress site and more. I also discovered that the blog I created to document my experiments (and also to write about other projects I was doing and advice I was giving) was far more popular than any of the niche sites I had created.
Along the way I had also found a number of excellent e-books on various aspects of Internet marketing. I had to wade through a lot of junk to find the gems, but I found them. The pivotal book for me was “5 Bucks a Day”, by Dennis Becker. I discovered it during a special offer sale he was running at the Warrior Forum (the 800 pound gorilla of Internet Marketing Forums.)
I had been learning dozens of business plans that seemed like legitimate methods for earning money online, but I hadn’t focused on any one thing long enough to get real traction in my business. Dennis’ book is all about focus and breaking down your efforts into small manageable projects designed to earn a little profit consistently. Over time, you build a portfolio of profitable projects that adds up to significant income.
My newfound focus wasn’t the only benefit I got from Dennis’ e-book. He also started a membership forum for all of the people who bought “5 Bucks a Day.” And, it was there that I experienced the first of many $100 paychecks.
As a member of the forum I got very active helping other members and sharing my personal experiences in the world of marketing. All of the knowledge and skills I had aquired became the foundation for helping others. I answered questions about adding video to websites and how to record better audio. I jumped in with tips for people building WordPress sites. And, I offered detailed reviews of new e-books and software I purchased.
All the energy I put into giving valuable information to fellow forum members paid off in the excellent reputation I was earning. I became a respected member of the community and struck up a few friendships as well.
I continued seeking out new information about Internet marketing. One e-book I came across was “Niche Marketing on Crack,” written by Andrew Hansen. One night I bought the book, devoured it, and jumped on the forum to offer up my opinion of the content.
Dennis is very generous toward the members of his forums. If you provide valuable information in a review and include a non-affiliate link to the sales page, he doesn’t have any problems with members including an affiliate link as well. I included an affiliate link in my review of “Niche Marketing on Crack.”
Over the next several days I answered many questions about the e-book. Some people I encouraged to buy it and others I recommended look elsewhere for the help they needed. As with any product, it was not right for everyone. As a result of the helpful information I provided and the good reputation I had built up, the majority of the forum members who decided to buy the e-book used my affiliate link.
That review earned me $206.80 US in commissions over the first 48 hours after I wrote it in February of 2007. Over the next 4 months I earned an additional $129.25 US. That was my first real taste of marketing success.
For a guy who hadn’t earned a fraction of that amount for all of the work he had done over the previous year, the experience was an adrenaline rush – I was really hooked.
A short while later, Dennis opened another membership forum called “Earn 1K a Day.” I joined in a heartbeat and put the same kind of energy I had spent at the “5 Bucks a Day” forum into this new venture. It was the foundation for my biggest success to date, my “Rapid Website Development” video training series which has generated more than 10 times that first success before it has even had a public launch.
Due to the increased focus on specific aspects of my business, even some of those initial bumbling efforts at marketing have begun to generate small but steady profits and have opened up new opportunities. This blog is an offshoot of the work I did on my first blog. And, of course, I continue to invest in my education to help push me to the point where my publishing business generates enough revenue to support my family. I invested in a copy of John Reese’s “Traffic Secrets” course, Mike Filsaime’s “7 Figure Code”, and (most recently) Frank Kern’s “Mass Control” course.
The most satisfying aspect of all of this is the fact that I’m funding the growth of my business and my ongoing education with revenue from my business and not credit cards and income from my ‘day job!’ (Okay, technically I did charge Frank’s “Mass Control” course on a credit card before I had the money, but I’m hard at work finishing up 2 projects which should earn me all of the money I need to pay that one off – and what I’ve learned is definitely worth the effort.)
So, that’s the story of my first $100. How did you earn yours? Leave comment below and share your story.
If you are listening to the podcast version of this article, we encourage you to visit us at www dot go to guy enterprises dot com. Make sure to share the story of how you made your first $100 doing Internet marketing.