So as most of you reading this know that about three weeks ago I launched my very first premium product: Overcoming the Fear of Uncertainty. The project was a long time coming. I started working on it in November of 2009 and expected to have the much smaller version of it launched in January. Well things don’t always go according to plan, but nearly 9 months later I was finally able to get something I was really proud of out to the world.
That said, it certainly wasn’t all roses and chocolate. Yeah, I just said that.
There were a wide variety of things that I did well, and many more that I totally sucked at – so in the fashion of Mr. Adam Baker I’d like to give you a little insight into the anatomy of my product launch.
Thing I did well #1: I chose a subject that I knew a lot about.
Part of the reason this thing didn’t get launched earlier in the year was due to the fact that I had yet to really overcome my fears. Sure I was able to leave my job and move to Thailand, but I had no idea if I’d be able to find a way to make this lifestyle work. I figured there was a very good possibility that I’d come back from my trip six months later and find another “real job”. Once I realized that wasn’t the case, I was really able to be confident in my ability to put together a useful guide to help others do similar things in their lives.
Thing I didn’t do well #1: I chose a subject that is somewhat difficult to market.
While I believe that everyone has a fear or an uncertainty of some sort that they could get over by reading the guide, I get the suspicion that a lot of people don’t want to pay for that. This isn’t a “how to make a million dollars in a week” kind of guide. This is a higher level guide about how to tackle emotional issues, and for whatever reason, people are more reluctant to pay for that kind of stuff.
That said, I’ve sold around 50 copies which I’m tremendously happy about. Many members are already taking action and making major life changes which means that I’ve accomplished my goal.
Thing I did well #2: I had everything done on time and ready for launch (almost).
I don’t have any stories about being up until 5 in the morning writing sales letters and fixing problems. I was able to hang out with some friends, have a few beers, and *try* to relax for the big day. The exception to this is the annual review sheet which I’ve had a really hard time putting together for some reason (and it still isn’t out) – so maybe I should chalk this one up to something I didn’t so well afterall…
Thing I didn’t do well #2: I didn’t launch with an affiliate program
The whole point of a launch day is to make it a BIG deal. Mine was pretty big. I had a lot of traffic, a lot of tweets, and a lot of support from my online community. BUT, and this is a big but, I didn’t launch with an affiliate program/didn’t do anything for them. Had I launched with an affiliate program from the beginning I probably could have easily doubled my sales, and made some money for a lot of friends in the process. So this should be a lesson learned in the future. However I suppose it’s better late than never! (Check out the brand new affiliate program that launched Monday).
Thing I did well #3: I gave incentives to my biggest supporters.
When I launched, I sent a discount to everyone on my mailing list thanking them for their support. The discount worked for the first 20 people, and I think my biggest fear was not selling those 20 copies. Luckily, I sold out rather quickly and was able to get this into the hands of some of the people who were most passionate about it.
Thing I didn’t do well #3: I didn’t follow up.
Whether it making new updates available on the site, related posts on my blog, or guest posts on other blogs, I let the buzz of the launch die out too early. Had I made more of an effort to discuss related topics on Location 180 or written guest posts at a number of places that have agreed to me doing so, I could have kept some of the momentum going.
Bonus thing I did well : I didn’t let my site crash on launch day.
Sorry Baker, I feel like I can say this because you’re the man and you know I love you – and you created a hell of a product that will do extremely well regardless of a faulty site 🙂
Note: Adam Baker launched his new product “Sell Your Crap” on the same day as me. It was supposed to be the day before but his site crashed the morning of the launch.
While I may not have made my millions off this product, I’m pretty excited about the results and the potential for the future. I’ll be able to take everything I learned and apply to projects moving forward, and hopefully continuing to build off the success I’ve already experienced.
So thats what happened this go around, but what’s in store for the future? Well I’m continuing to update Overcoming the Fear of Uncertainty with new interviews and updates as often as possible. But I’ve got a new component to the site (or potentially a new site altogether) that I’m cooking up which I think you guys are really going to like. I’ll be sending out a letter to the mailing list describing details and getting some feedback from you, so I definitely recommend checking that out.
Thanks again to everyone for making my launch day a day I’ll never forget!