Yesterday I did my first product “launch”.
It was pretty low-key compared to most.
And I’m sure I broke 100 different launch “rules” along the way.
But the conversion was MUCH higher than I expected. And the experience taught me quite a few lessons about launches.
Here are a few that stick out:
1. Credit card processors are flaky — expect glitches.
This might explain the reasoning behind reason #3 below…
2. It’s better to have too many copies of your product at the fulfillment house… than not enough (see #5).
Looking back, I would have ordered double the amount of books from the printer and fulfillment house. And then any unsold could have been part of a second discount special that is less generous than the original, but still worthwhile for anyone on the fence to order.
3. People LOVE PayPal.
I was shocked to notice WELL over half the orders were PayPal. I know some people think PayPal is the devil. But not using it is like leaving money on the table.
Especially since it’s a nice backup in case of CC glitches. (See #1 above.)
4. Most people really are good and decent.
Even if they are frustrated due to things like credit card glitches, missing deadlines, or other ordering issues.
(I guess my boy Dale Carnegie was right!)
5. If you give value to your list, you have a silent section of “fans”.
Many of who have been waiting a LONG time to buy something from you. I was surprised by how many people took the time to let me know this little detail, too.
6. I’m NOT the only mega procrastinator in the world.
Judging by the flood of last minute orders… I’m part of a very BIG majority!
Next time, I’ll think of a way to use this to mine (and my customers’) advantage.
7. Many people seem to almost despise digital products.
I was stunned by all the people who were so happy to be getting a real, physical book in their hands — instead of electronic “bytes” on their computer.
Just something to consider:
If you sell digital stuff, you might be leaving moolah on the table.
Anyway, I now have a whole new respect for launches.
And if you do any launches — even small ones like mine — I hope you can use some of the above lessons.
And speaking of launches…
I hardly ever participate in other people’s launches.
But Ewen Chia is launching a book (physical, paper and ink) he wrote about affiliate marketing today.
If you are interested in affiliate marketing, I think you will find it quite valuable — especially for the price.
I have known Ewen for a few years now. He’s taught me a LOT on the subject.
And for less than $13 you can’t go wrong.
There are two ways to check it out:
1. You can use my blatant affiliate link:
www.internetwealth.com/go.php?offer=vantagenet&pid=5
2. You can use a direct link:
Either way, I highly encourage getting it.
Ewen’s back-end strategy will likely be a powerful marketing lesson in and of itself.
Ben Settle
