This surprised even me.
I’ve been apart of multiple 6- and 7-figure product launches with several big name online marketers, so I knew this was the case. But, I never realized just how much. With my latest launch, I got some hard numbers.
A full 47% of people who purchased my cold email course…
Did so on the *last* day of the launch.
Again, I knew that happened, but 47%!
That’s kinda wild. It’s also funny because I get scrubs who will email me telling me to “quit sending so many emails… waaaaa!” (I sent 4 on the last day this go-around). They’ll proclaim definitively:
“If someone we’re going to buy, they’d have done it already!”
I’ll likely send *even more* now that I’ve seen the numbers.
Anyway, there’s several important insights from this, in my (correct) opinion. First, is simply the power of deadlines and urgency. Again, something I knew… but seeing hard numbers like this just makes it more clear.
Find ways to integrate deadlines into your marketing.
Time-limited sales and discounts.
One time offers.
Really anything that lets you set a deadline. Make it real. For example, my course really DID go up to $88 at the end of the launch. That wasn’t some gimmick or trick. If you want it now, that’s what you pay.
So, it has to be real.
But, you can do it.
There’s ways… you just have to think creatively.
Another… deeper… lesson has to do with who you listen to. If I listened to the scrubs and know-it-alls, who complain about every damn thing, I wouldn’t be so aggressive on that last day of the launch.
And, I’d lose revenue for it.
Even my own audience.
I take what you say with a grain of salt… because behavior doesn’t always match the words. That’s blasphemy to the “koombaya-ers” who nag on and on about “the customer is always right” and “just ask” your audience.
No, I’m a leader.
My job is to lead.
And that’s damn well what I’m going to do.
Final lesson, to me, is the hardest one, though. It’s about your own pre-conceived notions on all this. Because you may be the guy or gal thinking “people would have already” bought or some other pre-judgment.
And, you have to be careful of that.
There were so many things that were counter to my own beliefs that I learned from this launch. The last day sales, the performance of the upsells, the “strange” way I did a Skillshare promo followed by a regular launch.
A lot of that didn’t go how I pre-judged it might.
In some ways, good… and in others, not.
So, you have to be careful thinking you know how everything is going to work and how people are going to respond. And, you have to be careful believing that everyone thinks like you do.
Anyway, like I said, there was so much I learned from this launch — and a big reason why I learned so much from this one compared to previous course launches — that I did a full recording on it all.
My strategy going in.
The hard numbers from the launch.
And a bunch of insights and lessons learned.
The good, the bad and the ugly.
I lay it all out in the recording. If you’d like to get access to that recording, it’s a Patreon exclusive for patrons only. Not only do you get access to this recording, but you also get access to all my past and future courses for as long as you’re a member.
So, if you want access to everything, including the recording…
This is the place to do it: https://myjohn.us/patreon