The secret strategy behind one of the biggest launches I ever did
Published: Sat, 10/31/20
Back in May, “Email Players” subscriber Troy Broussard & Yours Crotchety launched a mobile app platform that did a full 4x more sales, response, and business than we projected.
The reason?
There are several, but here’s the main one:
In my greedy little hindbrain, I remember specifically asking Troy if I could sell a product he was in the process of creating shortly before (approximately one week before) the launch of the mobile app platform. The product was about email automation that he happens to be the world's foremost expert in. And we specifically wanted to deliver the product exclusively on my own mobile app.
And the reason why was…
Demonstration.
By strategically & deliberately launching the mobile app platform right after selling that offer we were able to demonstrate:
1. Troy’s expertise & knowledge as “the man” when it comes automation & software creation
2. What it was like for customers to experience consuming info products on a mobile app vs desktop/DVD/CD/YouTube/Facebook/Membership site, etc.
We knew there is simply no comparison in engagement when using mobile apps via our own internal stats from my app.
As well as in ease of use.
And, also, in sheer convenience for both the customer (consuming info via their phone which is with them all the time) & the marketer (delivering info in a way that does not require a bunch of messy password retrieval requests from people using multiple email addresses, Wordpress plugins, website & content security problems, login issues, etc etc).
More:
We lost count of how many people said they subscribed to Learnistic solely on the experience they got from buying that offer from us and seeing & experiencing — for themselves — what it’d be like for their business in terms of having hyper-engaged customers consuming info on a mobile app.
No amount of “copy” could do what that demonstration did.
And no super duper top secret persuasion tricks can compare to it.
In fact one of our Learnistic customers took notes while watching:
===
You guys are showing the world how marketing shyte gets done. Between launching a product on the app, launching the Learnistic app itself, the Live webinars, the reduced price, it's all pure marketing gold.
You are a product of the product. And I am a fruit of those efforts.
By way of history, I've been on Ben's list for more than a year now. I'm working on a Medium article entitled 10 E-Mail Marketing and Copywriting Lessons I've Learned From Reading a Year's Worth of Ben Settle E-Mails.
High on the list. Eliminate your neediness. :)
A month back, e-mail 390 or so hit my box. Scouts honor. I open 100% of Ben Settle's e-mails. The guy is a genius. I dare any guru to say they have a 100% open rate.
And what do you know? There's ole Ben, always selling, every day, sometimes three times a day. :) And hey, Ben says to his audience, here's my pal Troy Broussard, who himself is a genius with Automation Secrets. It's yours for $20.
But there's a catch. You can only get the show on the app.
Anyway, when Ben sells something for $20, it's a steal.
So I grabbed it and suddenly, I've now been thrust into Captain Troy's world. It's different. Different experiences, a little bit more light. :) You are coming at the problem from the tech and automation sides, so that comes through in your brand.
And pretty soon, I'm also getting Captain Troy's e-mails. I can see you have picked up some good principles from Obi Ben Kenobi. (You can tell Ben to copyright that too.)
And so, whatever you guys called that little pre-launch, a fishing expedition, it worked. I'm certain it pulled in the exact clientele for the Learnistic App. I mean, did you guys know that going in? Was that your plan?
You guys are nothing if not effective.
I went over to the Learnistic website, read the copy, waited for the app and started using it. Today, I just plunked down for the monthly membership.
You know what else I did today, which prompted this e-mail?
I watched you and Ben go back and forth about how authors can use this app to create their own worlds that they control. That was in your Learniceum, which is part of your world. It's easy for consume content, like when I grab a bite to eat, because it's ALWAYS RIGHT THERE.
But you get my point.
I don't know how many copies of Automation Secrets you guys sold. I do know two things. 1) It probably sold like pancakes and 2) the sales were possible because of the audiences that you both have built and nurtured.
You are teaching by example.
The audiences are also what's driving the Learnistic apps sales as well. I wouldn't be surprised if the Learnistic app is selling at a brisk pace too. It's brilliant.
And here's the big takeaway.
We are part of your worlds, your journeys, and we are gladly spending money to hang out in these worlds. What more is there to say? Go ye forth and do likewise.
That's a world class education right there. And you guys are showing people EXACTLY HOW IT'S DONE.
All the best from #troybenworld.
===
And there you have the scoop on the power of Demonstration.
And now we come to the punch line:
In the November “Email Players” issue — which I am sending to the printer in just a few — I show 9 quick-to-learn ways to demonstrate an offer, including a few of the demonstration ways we used to do those 4x the sales we projected with Learnistic.
Very powerful stuff.
And very profitable, too, if you use it.
But in order to use it, you gotta learn it.
And in order to learn it, you gotta buy it.
And in order to buy it, you gotta subscribe in time to get it (if its not already too late).
So if you want it, best stop binging on candy and hit the jump below:
https://www.EmailPlayers.com
Ben Settle