LESSON #92: Launch Day & Beyond

(Product Launch Series Part 4 of 4)

In the previous lesson we talked about integrating a marketing narrative into your product launch. Today we’re going to look at what to do on your product launch day and after it…

(Watch this video – it may take a couple minutes to load after clicking it…)

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Abbreviated Outline:

  • This lesson applies primarily to product launch “events”.

  • If it’s your very first product, sometimes it’s best to do a soft launch (rather than a big event) simply to overcome the barrier of getting your product on the market.

  • With a properly executed product launch event, you might make more money in one week than you would make in your first year of a rolling launch.

  • Key point: Expect the unexpected!

    Possible issues:
    – Web hosting problems
    – Payment processor issues
    – Other various technical problems
    – Product that needs to be revised at the last moment

  • If you’re launching products, it’s not a matter of if you’ll encounter adversity, but simply when.

  • Have a specific “Go Live” time.

    – The best time to launch is when the majority of your prospects are going to be awake and online.
    – 12 noon Eastern Standard time is a pretty happy medium for the English speaking market (except Australia & NZ)
    – It’s typically OK to open the doors a little early, but don’t be late.
    – Call it “Early Bird Access” for your affiliates, and let them mail their lists before you mail yours.
    – Don’t launch early if you’ve truly built up a ton of excitement. Launch on time.

  • Report positive results to your affiliates.

    Possible stats to report if they are attractive:
    – EPC
    – Front end conversion rate
    – Backend conversions
    – Total units sold
    – Earnings of some top affiliates

  • If results are sub-par, put your best foot forward and be positive, but be honest.

  • One of the easiest ways to save a failing launch day is to make a QUICK price adjustment!

    – Make it big so you only have to do it once. (see video for examples)
    – Note: just because your initial conversion rate is sub-optimal, that doesn’t necessarily mean you need to make a price adjustment.

  • If it’s not feasible to simply drop the price, consider restructuring the offer.

    – This can take a lot of work but is often the single biggest thing you can do to save a failing offer. (see video for examples)

  • Keep split testing your sales page.

    – I usually use Conversion Prophet

    (See lesson #57 and #71)

    Some things to test:
    Price
    Payment options
    Headlines
    Sub headlines
    Sales copy elements
    Video intros
    Video controls (No controls except pause is usually best)
    Video autoplay (autoplay is almost always best)
    Page Colors
    Order box and button variables
    Timed/hidden order buttons on Video Sales Letters
    Trust marks
    Bonuses
    Social proof elements like FB comments/likes
    Sales page file names (ex. index.html vs. superdeal.html)

    Focus on big differences until you dial in a winner, then you can test the small and subtle stuff.

  • Keep following up with prospects.

  • If you have multiple lists, create a staggered mailing schedule so you are mailing every day.

    – This is one of my most valuable tips I’ve ever given. See video for specific formula.

  • Consider capturing shopping cart abandons, and follow up with them.

  • Keep following up with your affiliates.

    – Keep them excited, keep them motivated, and keep them promoting.
    – Post daily leaderboard updates for your affiliate contest.
    – Personalize the leaderboard as much as possible.
    – Make it easy for your affiliates to keep promoting.
    – Post new “swipe” emails daily.

    Give them new reasons to email their lists again, such as…

    – The price is going up
    – New payment plan introduced
    – New bonus added
    – Different sales video
    – Option to view text page instead of video
    – Tie-in to a holiday or event that coincides with your launch

    Create mini-contests to hit your inter-week goals. For example…

    – 24 Hour contest
    – 48 Hour contest
    – Weekend contest
    – Final day contest
    – Holiday contest (if one occurs during your launch)

  • Stay on top of customer support.

    (See also lesson #58)

    – You’re going to get an influx of support requests.
    – It can affect your reputation and publicity that you get during the launch.
    – Customers’ patience levels seem to be lower during a product launch.
    – Giving quick answers to presales questions results in more sales.
    This might mean hiring some extra help (or partnering with someone)!

  • If it’s a product launch event, with a deadline, stay true to your word and end the launch.

  • Pay out prizes promptly.

  • When the launch event ends, replace the offer with a new one if possible, or at least a lead capture page. I like to put up a low priced offer that still pays commission to my affiliates.

    Action steps:

    1) Plan your launch.

    2) Launch it. (I realize this one is not a one-day action step, but this entire lesson series has been preparing you for it. I’ve broken it all down into smaller action steps leading to this point. This is the biggest action step in the entire series.)

    3) Stay on top of things during the launch. Split testing. Keeping in touch with and motivating affiliates. Following up with prospects. Supporting your customers. Get help or partner with someone if needed.

    In the next lesson we’ll look at monetizing the backend of your business after the launch.

    As always, you are welcome to post your questions and comments below 🙂

    Have a great day!

  • 31 comments on “LESSON #92: Launch Day & Beyond

    1. Bill

      Good day Eric,

      WOW! it was a long time until this lesson,but, well worth it. The main thing I’d like to say ( thank you for ) it that you now allow FULL SCREEN in your videos. I really do appreciate it.

      Have a GREAT DAY!

      Bill

      Reply
    2. Mike

      I’m so happy to receive lesson 92. Why was there such a long break? Even though I was getting these for free, I felt let down when you stopped sending them every day. I’ve read and listened to each one and taken the action steps and saved every lesson in a special file with a couple of products I’ve bought from you. Now I’m getting the hang of it and want to re-do all the lessons so I hope you complete the series for me! I’m ready to start making money on-line in the straightforward ethical manner you teach. God bless you Eric!

      Reply
      1. Eric Post author

        Thank you. Sorry for the delay, I was busy practicing what I’m preaching by launching products 😉

        Reply
    3. Michaela

      Eric, thanks, very important lesson, you experience with launches is shinning.
      Thanks again

      Reply
    4. John Hitchcock

      Greetings, Eric,

      First, thanks so much for the practical advice and training you provide. Also, thanks for the natural interweaving of the Higher Order meanings of our existence with the Creator.

      Now in my fifty-first year of teaching science, I am beginning to contemplate retirement. As part of that eventual transition, I have a fledgling Internet business, most of the focus of which is writing ebooks. As part of my “marketing,” I am offering a series of free ebook training sessions to the folks in the 55+ community in which we live. My training will take participants through the writing, formatting and publishing components of creating ebooks. I will do an introductory lesson on marketing… and that’s where my question for you enters the system.

      I am confident that many of the participants will be novices in the arena of marketing (blogs, websites, social media, articles, etc.) and will need more assistance and time than I can provide. Knowing the real success of an ebook is having people read it, yet recognizing the lack of experience most of the people will have, my question is simple; Would your Coaching Club be a legitimate and functional system to promote in order to accomplish the task of building enough of an online presence to promote their newly written ebooks?

      If so, I would make a significant component of my lessons be oriented towards the goal of getting extra help in the marketing phase of their projects. You might say, “Of course it will work.” but since the participants will all come with “old hair,” I would appreciate your assessment of the likelihood of success.

      Thanks for your input.

      John Hitchcock

      Reply
    5. Sara Whitthread

      Do I am only one personwho can’t see video for lesson 92? I tried on Mozila Firefox, Chrome. There seem just link doesn’t exist….

      Reply
    6. Sam

      Eric, your advice and training is much appreciated.
      Todate I have received, without fail, all lessons including No. 92 on 21 May 2014, none since that date. Please confirm if additional lessons were issued and if so, where/how can I access them.
      Thanks again for a wonderful prog.
      Sam

      Reply
      1. Micah

        Hello Sam,

        Eric will still be completing 100 lessons. You’ve simply caught up to the latest lesson.

        The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:
        http://www.ericstips.com/tips/category/lessons/

        Reply
    7. stan

      Eric,

      Congratulations on your baby girl. A question, not relevant to this post though.

      I joined the amazon bandwagon. I signed up for seller central account and put up the product listing.
      Now I want to drive some traffic via article marketing. Now things have changed with Google shenanigans.

      Can I put links in my article authorbox to amazon product page or how it is done?
      I read that Distribute your articles is a good way to send the articles, any recommendations?

      Thanks.

      Reply
      1. Micah

        Hello Stan,

        That depends on the rules given at the site you are posting your articles.

        Ezine Articles currently doesn’t allow you to directly use affiliate links in your articles. But they do allow you to link to the root of your own website. It’s possible to steer visitors to affiliate offers from there:
        http://ezinearticles.com/author-terms-of-service.html

        Reply
    8. Joseph

      Hi Eric,

      Really love your lessons. I’m just wondering, though, are you going to finish the lessons past this one? I’ve not received anything since this one, and I’m going crazy with anticipation waiting for them to continue. Please let us know, and I’ll keep on the lookout for the next one.

      Thanks.

      Reply
      1. Micah

        Hello Joseph,

        Eric will still be completing 100 lessons. You’ve simply caught up to the latest lesson.

        The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:
        http://www.ericstips.com/tips/category/lessons/

        Here is the direct link to the latest lesson:
        http://www.ericstips.com/tips/lesson92/

        You may also simply change the number at the end of the link, to go to a different lesson number (example: /lesson1, /lesson2, /lesson3, etc…).

        If your email happens to block some of the lessons, we recommend that you view this tip on whitelisting an email address:
        http://www.ericstips.com/whitelist/

        Reply
    9. hans

      Hi Eric,

      Thanks a thousand times for the awesome free course. You are probably one of the view who offer something extensive as your course. In the meantime I bought a few products from you, and will do so in the future.
      Thanks again and send my greetings to your family, Hans

      Reply
    10. dave

      Hey Eric/ Micah,

      Out of curiosity what is your thoughts on PBN’s (private blog networks). As I’m sure you are aware , PBN’s have been the chatter as of late. Like to hear your thoughts on using them.

      Personally I feel they are used to “game” the system and pull one over on Google. Using a PBN, I feel, is a short term proposition which will ultimately backfire since Google stands a good chance of getting angry at the overall concept.

      So, have you ever used them, or??? Like to hear your honest opinion.

      Thanks,
      Dave

      Reply
      1. Eric Post author

        They’ve been around a long time, it’s just the launch of the one on JV zoo that is getting a lot of people’s attention. Generally speaking they can and do work. Yes they ARE trying to game google. This is why in the past, Google has allegedly taken all ranking power away from certain PBN’s or other various link networks, and/or penalized sites using them. The problem I see is that the PBN’s that are launched publicly and sell a bunch of memberships aren’t so private anymore. So yeah, I think they run the risk of being penalized by Google. That having been said, it may still be worth using it for certain purposes. Let’s say you can get a site ranked #1 for a keyword and make $200/day from that site for a year, it’s probably worth it even if that site eventually gets penalized. I generally do not think that PBN’s are unethical, because unlike spammier link methods, PBN’s really aren’t hurting anyone, and Google does not own the internet. For someone who is serious about SEO and using a PBN for the long term, the best option would be to create your own PBN (perhaps with a handful of partners) and truly keep it PRIVATE 🙂

        Reply
        1. dave

          Hey Eric,

          Thanks for the insight. I can see a lot of your points (especially with Google NOT owning the internet) and keeping the PBN private.

          Best,
          Dave

          Reply
    11. Michael Gorman

      Absolutely Eric, I think you have hit the proverbial nail on the head about PBN’s – Google does not own the internet, and its monopoly on search results creates a bottleneck and prevents a free exchange of goods and services if you want to drill down into economics – it is strange how people so readily regard them as being an authority when they are in fact just another business profiting from us all. We really need other major players in the search engine space but people are such sheep and flock to what is ‘accepted’. Rant over…the whole idea of private blog networks is to keep them under the radar, so if you want to go that route don’t broadcast it!

      Reply
    12. Dave

      Hey Eric–

      Sorry for the double post action, just thought a new thread may come in handy. I was poking around on how to set up a PBN and happened to find this post. Can’t vouch for any credibility or viability, although the Update for Sept 24, 2014 is interesting to say the least. Here is a link to the post http://nichesiteproject.com/private-blog-networks/

      As usual love to hear your thoughts, especially on this. 🙂

      -Dave

      Reply
      1. Eric Post author

        Looks like a good tutorial with some additional instructions in the comments below it. Like I said I think the “best” way to use a PBN for the long run is to create your own.

        Reply
    13. dave

      Ach! Ok…. trying to find something in your lessons.. no luck. If I am correct I remember you showed how to change your ClickBank link (hop link) to something more palatable. Where exactly was that?

      Thanks again!!
      -Dave

      Reply
    14. jIM sCARBOROUGH

      Eric, I love your approach and thanks for the background on your family, etc. I am 73 years old and wasted the last 10 years of my retirement working with people on SKYPE around the world trying to do “Business Commodity Brokering” and finally had to admit that there is really no market or money in it even though I learned a lot and found a lot of dedicated people , really good people for the most part, that are still trying to make a go of it with NO success. I was equating it to Gold Mining, which believe it or not, I even looked into but wisely passed on the opportunity. Hoping I could find that one nugget that would put me over the Top! Needless to say, it has been a financial struggle since I retired but I won’t go into that which, believe it or not, has made me appreciate even more, what I have.

      Since I am retired and have spent some $ on other I/M packages, of which I have now three that I am currently working through, I find I have boundless energy to get educated so I can get started in the I/M business as soon as possible. It started with me just being curious as to how to get UTUBE Videos launched and I have morphed into a veracious monster trying to learn as much as I can by studying Night and Day because I love learning about it so much, Crazy Huh at my age! I my younger days I did some programing on huge IBM Computers back in the 70-80’s time frame but I am in no way a Geek. Basically I was a Regional Manager for a Communications Company for the most part of my Career.

      OK, I’ll get to the point, I don’t have 100 days to get daily E Mails to get an understanding of where your training is going to take me. I wonder if you can expedite the training and what it might cost me to get it? I like your humanistic approach to the Business and to life and would like to see what you have to offer. If that is possible, let me know!

      Jim Scarborough
      SKYPE: rnsfinancial
      Frederick, Md.

      Reply
      1. Micah

        Hello Jim,

        You may visit the lessons as quickly as you wish!

        Eric will still be completing 100 lessons. The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:
        http://www.ericstips.com/tips/category/lessons/

        Here is the direct link to lesson 1:
        http://www.ericstips.com/tips/lesson1/

        You may also simply change the number at the end of the link, to go to a different lesson number (example: /lesson1, /lesson2, /lesson3, etc…).

        If your email happens to block some of the lessons, we recommend that you view this tip on whitelisting an email address:
        http://www.ericstips.com/whitelist/

        Reply
    15. Dave

      Hey Eric,

      Well, I took your advice and recently launched my first official ClickBank product. It’s geared for entertainers (musicians, comedians, magicians, spoken word poets, speakers, etc) who want to tap into the college market but have no idea how it works. I spent a couple years on the circuit and decided to write about it.

      The site: http://www.collegemarketdecoded.com

      Hopefully it will help people out!

      Thanks again!
      -Dave

      PS- second CB product is pending approval now. 😉

      Reply
      1. Micah

        That’s great news Dave! We hope BOTH products do very well for you!

        Reply
    16. Bill Haynes

      Eric,
      I receive this lesson (#92) but no 93 or after. Haven’t received any lessons for almost two weeks. Is anything wrong? Have I been removed from your mailing list? I hope I don’t need to purchase something.

      Reply
      1. Micah

        Hello Bill,

        Eric will still be completing 100 lessons. You’ve simply caught up to the latest lesson.

        The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:
        http://www.ericstips.com/tips/category/lessons/

        Here is the direct link to the latest lesson:
        http://www.ericstips.com/tips/lesson92/

        You may also simply change the number at the end of the link, to go to a different lesson number (example: /lesson1, /lesson2, /lesson3, etc…).

        If your email happens to block some of the lessons, we recommend that you view this tip on whitelisting an email address:
        http://www.ericstips.com/whitelist/

        Reply
    17. Malcolm Harding

      Hello Eric,

      Great content as always. I am very grateful for your help.

      Malcolm

      Reply
      1. Micah

        Hello Malcolm,

        Eric will still be completing 100 lessons. You’ve simply caught up to the latest lesson.

        The next lesson will be sent to you soon. You can also visit the following link to see the latest lesson updates and revisit earlier lessons:
        http://www.ericstips.com/tips/category/lessons/

        Here is the direct link to the latest lesson:
        http://www.ericstips.com/tips/lesson92/

        You may also simply change the number at the end of the link, to go to a different lesson number (example: /lesson1, /lesson2, /lesson3, etc…).

        If your email happens to block some of the lessons, we recommend that you view this tip on whitelisting an email address:
        http://www.ericstips.com/whitelist/

        Reply

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