Product Launches

Launches: NOT The Best Thing Since Sliced Bread (And Other Bakery-Related Analogies)

Written by Rob J. Temple

Do you want the bad news or the good news?

Well, the bad news is that my Girlfriend just found out that she's allergic to ‘yeast'. By which I mean PROPERLY allergic. “Just-has-to-look-at-a-scone-and-she-feels-ill” levels of allergic. Booo.

The good news is that there's now more cake in the world for me to eat. Yay.

What can I say? I'm a big fan of cake.

Don't worry though, Marketing Kickstart hasn't turned into a bakery blog… this all has a relevance to YOUR online business.

Here's why:

The whole internet marketing world right now appears to be obsessed with big product launches. Creating some hypey, exciting product (and funnel of upsells/downsells), throwing together a sales page and driving a bunch of affiliate traffic at it.

They make five or six figures in sales in a single week and then they let it die off. A couple of months later, they have created another big product and they are launching that.

Great, they are making a ton of money. BUT they are mostly only scratching the surface.

In my opinion, product launches are very cool, but they should be considered the icing ON the cake, not the cake itself.

By themselves, these product launches are not a business model. They are just one cog of a business model. Which means that by focusing entirely on launches, the whole of the rest of the business model is missing.

The one thing that we know is that people buy (and continue to buy) products from people that they ‘know, like and trust'.

Therefore we need to harness that idea, and throw some continuity at it. How can we do that you ask? Through changing our direction from serial product launching, to evergreen products which will sell for years to come.

There’s nothing wrong with product launches, but in my humble opinion they should be viewed as a bonus or a “bump” for your list.

Once a product has “launched” really it should go on selling for a long time, it should just be selling for a week or so until you create your next product to launch and so on.

If you really want to build a proper internet business for yourself you need to create your own BRAND that people can buy into.

Once people buy into you i.e. your brand they’re investing into everything you have to say, and will hang off your every word.

As long as you offer true value and information to them, they will be a loyal customer, subscriber and follower for many years.

The best way to make this happen is to take your focus off of launches, and onto creating products that can stand the test of time.

Things that have always been true in the internet business industry, or any niche that you’re grounded in, and create your products around those ideas.

Then you won’t have to worry so much about “keeping up” with the times, as your product is an evergreen, forever relevant article.

Once you have your brand identity, you should focus on creating multiple high quality sales funnels which all have this evergreen view in mind.

At the end of these sales funnels can be whatever you wish, high ticket coaching, membership sites, seminars etc.

The point is that once you have several of these funnels created, you no longer need to focus on creating products, you just need to keep driving targeted traffic through them thus building your income and business.

As soon as you have just one or two of these funnels created, you have escaped becoming a serial launcher, as you’re not thinking about the next big thing or product that needs creating.

You’ll be focused on getting as much traffic through that funnel as possible, and earning for years doing so. What you’ve essentially done is changed your coordinates to find “long term success” instead of short term pleasure.

Now in terms of traffic for these evergreen marketing funnels, there are many routes you can take. Facebook ads are a fairly popular option these days, and there’s plenty of information on how to use them effectively out there!

Affiliate partners autoresponder sequences are another good place to target. Therefore it’s essential that you’re always building your network of Joint Venture partners, so that you can all benefit from each others traffic.

Another good place to source traffic is solo ads, though you will need to do your due diligence on who you purchase from as there are a LOT of bad sellers out there.

It’s best to purchase solo ads from website owners and product creators with popular products on Cash Network or even ClickBank. Simply message them asking if they sell solo ads, and go from there.

If you’re centered in other niches such as the dog training niche, sports, self-help etc you would need to find website owners who are willing to promote to their lists for you.

In these scenarios guest posting on blogs can be very popular too.

The point is that once you make this shift, you’re no longer bogged down with creating content month after month. You have your high quality sales funnels in place, and all you need to do is concentrate on driving as much traffic through as you possibly can.

If your funnel converts well, then you know that you will make your money back many times over on paid traffic sources.

When you have your first successful marketing funnel set up and it’s converting well with the traffic you send through it, that is the time to replicate and scale. Then you can create a second funnel, and once that’s successful, create another, and then another!

BUT the focus here isn’t to create endless sales funnels, it’s to create a range of your own EVERGREEN funnels that will ALL continue to be selling daily for a very long time.

Product launches usually means one product sells for a short period of time, this is completed different to an evergreen sales funnel which continues to sell for years.

As you add more funnels, your income will only rise and grow more stability. But the main focus of this is to have that brand that people buy into, and whether that’s centred around you as a person or an ideology it doesn’t matter, you just have to set out whatever your brand is clearly so that people can get a grasp on what you’re about.

This is vital for getting people to know, like and trust you.

So in conclusion there are some keys steps to take here from this information:

1) Make sure you’ve got a clear, accessible BRAND for people to buy into and relate to

2) STOP focusing on product launches as there’s no continuity in it, but it can be nice as a bonus boost in your list size and income

3) START building your own high quality sales funnels which are evergreen. Whatever niche you’re in focus on making these products stand the test of time

4) Drive as much targeted traffic as you can through your funnels using paid or free traffic methods such as Facebook ads, solo ads, affiliate/JV partners autoresponder sequences, guest posts on blogs etc.

5) Duplicate this process by creating more funnels and continuing to drive traffic through all your funnels daily to seriously build your income and business very fast!

I can assure you that if you take action upon this information, you will NOT be sorry and you will reap in the rewards from your efforts.

Talk soon,
Rob J. Temple

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