Usually, a mention of something like this merits me dropping by for a quick look, a check of the price, and that’s it. Instead, I’m already downloading the goodies on the first day, and I’ve offered one of my products to the package to help ‘sweeten the deal’.
How did he do that?
His marketing is good – very good. Here’s what worked for me. And as you read the list, ask yourself how your advertising could imitate his techniques.
He built anticipation – I had been hearing about this offer for some time, but couldn’t use the purchase links until today. Like waiting for those locked doors that are unlocked at the start of a sale, it really increases tension – that desire to ‘get the deal’.
He was recommended by someone I trust. I received a personal email from Adrian Ling, who is offering his RSS report as part of the package (and it was personal – his wife is expecting in early January!) And Adrian’s email is what got me seriously looking at the package.
He under promised and over delivered. When I cracked open my membership, I was expecting about 70 products. What I hadn’t anticipated was many members added more add-on items in their ‘thank you’ pages – free reports, special offers, etc. The end result was I got much than I expected – always a great method for keeping customers happy.
He uses viral marketing. To offer this package, he has (obviously) advertised a lot. But that wouldn’t be enough over a short time, so he instituted an affiliate program. For any business, affiliates are wonderful – sales people that are only paid on commission (in this case, $100 a sale). And because they benefit from mentioning the product, I’ve received email after email from many of them – which is far more advertising than one man could organize directly.
He cares about his affiliates. I bought Adrian Ling’s easyClickMate because I felt affiliates’ commissions needed to be protected. John feels the same way, because you can only become an affiliate directly from a package supplier (ie, me and about 70 other people worldwide). This means less chance of the sales commissions being diluted – and makes your advertising of it much more likely to be rewarded.
He builds urgency. He ‘opened the doors’ on the 6th. He plans to shut it all down on the 26th. And he’s providing a door opener special for 48 hours only. All of which builds urgency – and that decision to ‘buy it now’.
He’s exclusive. Affiliates have to be recommended to join. The end result is this feeling of a ‘members-only’ group, which builds anticipation.
He’s actively promoting it. It isn’t a case of opening the doors and just sitting there – John is planning for more messages throughout the sale, so affiliates get multiple opportunities to mention the product. I’m a huge fan of repetition (it’s the key idea behind my Promo-Cal product) – and he’s working it well.
John Delavera’s got a good thing going – and I hope he’s successful (not for me though – I’ve donated my product in return for the exposure and possible affiliate sales). It’s certainly got me thinking about more ways to promote my products – and I hope it does you too.
(by the way, if you’re interested in joining, you can use this link to sign up. However, I may remove it in the future, and of course John may shut down further memberships – yet another example of exclusivity and urgency! But if you have a list to promote to, you might want to give it a try – at $100 a sale, it could be just the thing to boost your December…)
