Anatomy of the most profitable book launch I ever orchestrated
Published: Thu, 12/31/20
And it was, claws down, the single biggest, most successful, and most profitable book launch I have ever orchestrated. And it was even more successful when factoring in upsells, future sales that will also result from the book (and have already been occurring due to reasons I won’t go into here, but those who’ve read it know what I speaketh of), and the way it laid the foundation for an entire new business venture for Yours Scribbly.
Anyway, there were many things that made it work you can profit from, too.
And this is the case no matter what the offer is (doesn’t have to be books).
Before I show you the specifics, here are some numbers over the launch... we got:
* 170 elBenbo Press book sales
* 17 Affiliate Launch Copynomicon book 1-click upsell sales
* 37 Breakneck Content book 1-click upsell sales
* 18 Copy Slacker book 1-click upsell sales
* Plus a trickling of book sales from offers embedded within elBenbo Press and my other books that are ongoing and that I have not bothered to look up the numbers to (likely less than a couple thousand in sales)
Context:
These aren’t inflated multi-million dollar guru launch numbers by any means. Especially since mine were all physical books and pinting, fulfilling, mailing books takes a wet bite out of the gross.
But I daresay it ain’t too shabby either.
Especially considering my modest-sized list, the fact I didn’t use any JV partners, affiliates, or paid advertising — and for having a blast gleefully pounding out what I believe is my best sales letter to date, as well as a batch of emails I had a lot of fun writing I also believe are some of the best I’ve ever written, too. Although that is always a subjective thing with me, since I don’t bother split testing my sales copy or my emails. Plus, I now have yet another offer in my "pantheon" of books that I can sell each year ongoing.
So what can you take away from this?
Well, it’s easy to observe what I did on the surface.
But there’s quite a bit going on beneath the surface and between the lines that made it work so well that anyone else can also use for your own launches.
Like, for example:
* Generous pricing that’ll never be seen again to my lists
* Two launches simultaneously: there was a week-long launch of the book to my main list but a month-long launch of the book to my Email Players subscribers
* Tremendous word-of-mouth about it starting months before it was even launched
* Not being a wimp about putting multiple hight ticket 1-click upsells in the sales path
* Having written a lot of books beforehand leading up to elBenbo Press. If I’d sold elBenbo Press three years earlier when I started converting my business into a purely book publishing operation, and before I’d had a bunch of books to upsell in the first place, it would not have been even half as successful — timing, patience, and strategy reign supreme…
* A reputation for overdelivering on the value
* A rabid base of what I call "berserker" customers who have benefited immensely from my other books
* A finely-curated email list with far more high quality-seeking winner customers on it than low quality bottom-feeding customers
* An email methodology that’s been refined over many years
* Aggressively & heavily using the secret persuasion tactic I teach in the January “Email Players” issue throughout the launch and even months (and, in some ways, years) before the launch.
The result was the single biggest book launch I’ve ever had by FAR.
And the customers are taking the book a lot more seriously than my other books where I did not as aggressively use this tactic, and consuming it more aggressively than usual as well. Nothing has even come close to the results this book has gotten for my business. And I believe it’s the aggressive use of the secret persuasion tactic I teach in the January issue that was a big factor in it. In fact, on page 18 inside it, I show you one of the many ways I used this tactic during the launch that anyone can model (not copy or swipe it — anyone who would try to do so is truly stupid on a stick for reasons that’ll be obvious when you see it.)
More:
I also show you how we used it to launch Learnistic to the tune of doing 4x the projected sales and how we use it to hire new employees. Plus, I show you — with their permission — how some my customers are using it in their own businesses & even their personal lives, as I have also done.
Lots of examples to see how it can be applied inside.
All you have to do is learn how it works, and apply it in your own voice, style, and way.
i.e., this is not something you “swipe.”
Okay, enough.
If you want this issue, time is almost up.
The deadline is when I send it over to the printer today.
You’ll know you’re too late if you try to subscribe and the shopping cart is empty.
If that happens, that ain’t a glitch with the cart.
That’s a glitch with you —
“The procrastination glitch.”
Here’s the link:
https://www.EmailPlayers.com
Ben Settle