Product Launch Formula Case Study:

Todd Brown

ProductLaunchFormula.com

Hosted by:

Jeff Walker

With Special Guest:

Todd Brown

Version 1.3

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Copyright Notice: This report is Copyright Jeff Walker © 2006. Additional material is copyrighted to its original owners.

You may not distribute this report in any way or any format.

Jeff Walker: First of al I would like to welcome everyone to this Product Launch Formula Case Study. This one is with Todd Brown.

Todd Brown: Well, before we jump into the two launches that I did, let me tel you a little background on me.

I started in Internet Marketing about three years ago. I have no formal training in marketing. I jumped in, started studying from people like you, Yanik and all the other gurus out there. I was a terrible student in high school and col ege. But I invested a lot of money in my marketing education, and I was a

tremendous student with Internet Marketing and marketing in general.

Right now, I'm a ful -time employee. I've got a great gig. I've been with this company for almost ten years, but I wil no longer be working as of July 1 st .

I wil be home ful -time to be with my family. I'm moving from New Jersey to Florida and am in the process of closing on my family’s dream home in Florida. I've already got a picture of this little convertible BMW that I want to buy myself.

It’s just surreal for me, Jeff, because when I first got started, I read about al these gurus and these people out there going ful -time and living the Internet lifestyle, making hundreds of thousands of dol ars a year.

For me, it just seemed so out of reach.

Jeff: Right.

Todd: So to now be just a handful of weeks away from actually living that lifestyle because of everything that I've learned and everything I've put into motion is just wild for me. I can't say it any other way – honestly.

My entire life and the life of my wife, my kids, has been radically changed by what I've learned especial y from you and we’l talk about that in a few minutes. Today, I look at money and earning money so much differently than I did years ago. A couple of years ago, I used to think, “Wow, if I can make an extra $1,000 per month that would be awesome.”

And it is.

Jeff: Yup.

Todd: There’s nothing wrong with it. You’ve got to start somewhere. But today, I know to make $1,000, it’s just a matter of sending an email out.

Jeff: Right.

Todd: Done correctly with al the things that you teach, it’s just wild, man. For me to be in this position and know that final y my dream to go ful -time is just right around the corner.

I don’t mean to ramble, Jeff, but I bring it up because I look at myself as a knucklehead. Quite honestly, just a goofball. If I can do it, then anybody can do it.

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I know we have heard people say that before. But truly, if I can do it, anybody can do it. So that’s my gig, man.

Jeff: Awesome. First of al , congratulations. I can't tel you how excited that makes me to hear that you put it al together and you're going to be leaving your job and moving to your dream home in five or six weeks from now.

Todd: Yep.

Jeff: I love hearing that. I just cheer every time I see someone leave their job. Some of the people that are going to listen to this or read this have jobs. I certainly have nothing against that. I had a job (although I wasn’t very good at it).

I wasn’t very successful at it. But I remember making that break and every time I hear someone going out on their own, becoming a ful -time entrepreneur, I raise a toast to them. It’s just wonderful to hear.

Todd: I appreciate that. I just want to touch on one other thing, Jeff. You mentioned that there are a lot of other people listening right now that have a full-time job and so do I.

Like I said, I've had a ful -time job from day one and you can succeed at this even with a ful -time job. You don’t have to leave your job to create a thriving Internet business.

You can do it while you have a ful -time job. You just have to make the time. I get up during the week at six o’clock. I get on the computer for a handful of hours and then I put it away mentally and I go to work. I give my al at work and when I come home from work, I work on my Internet business for an hour and then I spend time with my kids and my wife and just hang out.

So you certainly can get yourself to a point where your Internet business is bringing in multiples of what you’re earning at your job.

Jeff: Right.

Todd: Then it becomes real y fun and exciting.

Jeff: My break was a little bit different, but it was the same way where we more than replaced our family’s income. Then when we did quit, we hardly noticed it, to tel you the truth. So that’s awesome to hear.

Todd: Cool, man, cool.

Jeff: I just love that!

Todd: So, let’s talk about two of the launches that I've done. I've done a handful now and before we get into the specifics, let me just say this. I'm sure that I’ve heard you talk about it on a previous cal , but first of al , what I love about the launches is that not only are they profitable and drive money and revenue through the roof, but they're fun. It’s fun coming down to the last 24 hours. It’s fun shooting out that last email. It’s fun sitting back and watching the orders come in on come launch day.

It’s just fun, you know?

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(laughter)

Jeff: Right. It’s addictive isn’t it?

Todd: It’s totally addictive. We’re going to get into how profitable these things are, but I think after doing a couple of launches, I would do them any way even if they weren’t more profitable.

Granted it’s more work, but it’s fun! It’s exciting and when you’re generating the social proof and you’re getting emails and you see the relationship growing with your subscribers, man it’s just fun!

Jeff: Right.

Todd: It’s a fun way to do business.

Jeff: Yeah, I've probably talked to at least 25 people now for these Product Launch Case Studies . Every single one of them has another one, two or three

launches already planned. They just can't wait to do the next one.

Todd: I'm with you.

I have products done, Jeff, that I haven't released to my list yet because I want to do it right with the launch. I just recently did a launch, so it’s exciting for me to know that we’re going to have another huge surge the next time we do the next launch.

Every time we’ve had a launch, we’ve had success. Varying levels of success, but success never the less. So it’s cool.

Let me tel you a little bit about the last launch that we did which was just a week ago.

Jeff: OK.

Todd: This is a unique launch because I recently went into a different niche. I

decided, with a buddy of mine, that I wanted to sel an extremely high-priced, ‘do it for you’ service.

So, I started marketing online to build up my list and wasn’t really giving it that much attention because I was working on my other main niche that we wil talk about in another few minutes. But, with very little attention, I ended up getting this subscriber list up to around 312 names in about five weeks.

I don’t even know if we could cal that a subscriber list. In the bigger scheme of things it was miniscule.

But, I wanted to get just one customer. I wanted to get some money in the bank through this niche and show my partner that this thing works. I just wanted one customer – that was it. So, I rol ed out the Product Launch Formula like I have in the past with this miniscule list.

We rolled out a priority notification list and out of the 312 total subscribers; we ended up with 68 people on the priority notification list. So now you’re really talking a miniscule number of people here.

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While I was doing the product launches in my other main niche, it was no problem for me to get social proof. It was no problem for me to get posts on the blog, which again, we can talk about how I did that in a few minutes.

It was no problem to do that because that list is significantly bigger. It’s not that big compared to most lists out there… it’s less than 10,000 - It’s like 9,300. That’s it... but it was no problem for me to get social proof.

But with this launch, I said to myself, “Wel , we’ve got 68 people signed up on this priority notification list. I’m nervous that if I post a question or on the blog and ask for responses, I'm only going to get four replies.”

I'm going to look like an idiot.

(laughter)

Jeff: Right.

Todd: I was worried that it’s going to have the opposite effect. So, I’ll tell you what I did. We had 68 people signed up, so to provide a little social proof, one of the emails I sent out leading up to the launch talked about how I was going to shoot out the launch email in groups of, I think I may have said chunks of 50.

I said, “I'm going to shoot out an email to the first 50 and then to the rest an hour later. So kudos to the first 50 fast-acting subscribers for jumping on this thing. You guys wil have a head start ahead of every body else.”

Then I said, “Below is the list of the 50 that wil receive the first email.” I took the list of 50 and I blocked out a portion of their email address for privacy purposes. So it looked like, “Holy Cow, this is a high-priced service that Todd is sel ing and he is saying that he’s only going to send out to the first 50.”

There was a little buzz that got started from the people that weren’t in the first 50. They didn't know that there were only 18 more. But this list of 50 just drove people wild and especial y drove the people that were in the first 50 wild

because they were even that much more excited because they were getting a head start.

Jeff: That’s a great idea.

Todd: Yeah.

Jeff: And that could scale. You could use that idea with a much larger list or a much larger launch. That’s a great idea.

Todd: Yeah. I real y wanted to share that today because for the people that are

listening and are thinking to themselves, “I have a rinky-dink list. I barely have a list,” this is one of the things that you can do to create a little social proof… and a feeling that there is a buzz, that there is action going on.

Again, keep in mind, my list was 312. My priority notification list was 68. Let me just fast forward and tell you that when we launched this high-priced service, and we’re talking in the bal park of $600 and $1,000 per month, the very first day we launched it, we did over $7,000 in initiation fees the very first day.

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It was the best single day on line that we’ve ever had.

And it created on that very first day, right around $60,000 in recurring income for the year. From the very first day, from a miniscule list.

Jeff: Wow.

Todd: You know what I mean?

Jeff: That’s insane.

Todd: Isn’t it?

Jeff: So in talking with the recurring income, that al depends on your stick, but we’re talking 68 people on your priority notification list you’re running about $1,000 per person that you generated in income.

Todd: Yeah, we actually had some people that paid up to $1,500. To do $7,000 in one day, out of a tiny little list, is just awesome.

I know that there are guys like you, people that I'm learning from, like John Reese, that are doing a mil ion dol ars in a day. You and Frank Kern doing hundreds of thousands in a day and what not.

You know what? I have to believe that for the average individual listening, to do $7,000 in a day is also worthy of a celebration.

Jeff: I’ll tell you what. John is a friend of mine. Frank is a friend of mine. I know those guys, and there isn’t anyone out there who doesn’t get excited about an extra $7,000 in a day. I don’t care who you are, unless you're Bil Gates or Warren Buffet.

Todd: Right.

Jeff: Yeah, $7,000 in a day from a tiny list and a new product. An additional $7,000 wil get anyone’s attention. Congratulations!

Todd: Thank you, thank you.

We used a variety of different media to deliver the message leading up to the launch. Coming down to the end, I did a PDF and I studied your launch very careful y and I stil go back and review. I save all your emails. Every time I do a launch, I take out the Product Launch Formula again and I cruise through some of the CD ROMs just to get back in the mind-set.

Then I pretty much use the formula step-by-step that I learned when going through the product. I use it every time. I very rarely deviate and it continues to work.

Jeff: Could you tel us what type of niche this is? You don’t have to reveal the niche, but just give us an idea.

Todd: Yeah, it’s a professional help service niche.

Jeff: So, for example, you were sel ing to practitioners within the niche.

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Todd: Yeah.

Jeff: OK. So this is not ‘get-rich-quick’ folks and it’s not a hobby thing. It’s for people who are professionals and you are the one who is going to teach them. $600 to $1,000 per month is very high-priced coaching. On the broader scale, I'm sure for some things that’s not insane, but for most things, that’s a rather high fee.

Todd: For me, it’s a lesson. I hope for everybody listening it’s a lesson. $600 to

$1,000 per month is a lot for me. I was saying to myself, “Wow, this would be a lot of money for me.”

I spend money every month on my education, books, courses, newsletters and products. For me to pay $600 to $1,000 a month is a lot. I was saying to myself, “Am I going to have a hard time talking about, sel ing, marketing this thing with conviction?”

The answer was: “No.” I think it is Dan Kennedy who says, “Remember, we’re not the prospect.”

The other thing that was neat, Jeff, was that I had no name recognition or credibility in this niche. I didn't even have testimonials because I was just

jumping in. It was kind of funny. At the beginning, I was thinking, ‘How am I going to deal with this? How am I going to deal with a lack of testimonials?”

It’s not like I can say, “Hey, I'm the number one marketing guy. You’ve probably heard of me.” Because, no one has. So, I brought it up. I said, “Hey, my name is Todd Brown. You’ve probably never heard of me up to this point. That’s because I've been behind the scenes working and marketing.”

So with no credibility in the niche, no name recognition or testimonials…

Jeff: You started without a list.

Todd: Yeah, I started from scratch with no list, no JV partners, nothing. And I made a little over $7,000 in 24 hours and the rest I’ll have to keep you posted.

Jeff: So, did you do it as a one-day launch or a one-week launch?

Todd: We were going to be doing a lot of off-line marketing for this program and so I did this as a “pre-launch” launch to create some excitement. I wanted my

partner to see if we could get one person, one customer it would drive home the point “This is the real deal, a viable service, a viable price point, a viable sales model.”

We did a 24 hour rol out, and then I took the sales letter down off the Internet.

Now what we’re doing instead is we’re generating off line contact information on the net and then we’re going to be sending it to them.

We did the launch last Tuesday, and Wednesday and then we pul ed it down and like I said, we’re ecstatic.

Jeff: Right. That’s a nice little nest egg to get a new niche cranking.

Todd: Yeah. What’s funny, Jeff, is that the other niche, which is the core of my

business is also within a professional service, but it’s a low-end service.

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Meaning that the individuals I work with have very little credibility, they make very low incomes, they struggle quite a bit.

In fact, it’s something that I’ll share… the market is massage therapists.

However, I am not a massage therapist.

Jeff: Oh, OK.

Todd: If I knew back then what I know today, I wouldn’t have gone into that niche… it isn’t a very good niche.

Nevertheless, we’ve done several launches in that niche and they rocked. You know, people are people are people. They respond to the same types of things. They respond to scarcity. They respond to social proof. They respond to all the same things. The only difference for me is the price point.

So for the people that are listening and are thinking to themselves, “You know, I'm in this market and they’re only wil ing to spend $19 bucks on a product. I can't even get them to spend $39 dol ars on an e-book. That’s OK. You can stil do these product launches, just at a lower price-point. Do them the exact same way that’s outlined in the Product Launch Formula and they wil stil work.

Jeff: Right. You know, a lot of people think that this stuff works only for high-priced products. Or they think it only works if you are sel ing to the Internet Marketing niche. Or it only works if you are a guru. You just shot al of those things right down.

Todd: You know why it works? What I loved about your course is that it is a course on sel ing and psychology and they’re the same. Whatever you are selling, a sale is a sale is a sale. You know what I mean?

People are people and they get emotional over the same thing. Regardless of what you are selling or what the price point is, people are stil going to respond to the same thing. They’re stil going to respond to the fear of loss. They’re going to respond when they see al of these people talking about your soon-to- be-launched product.

They’re going to respond no matter if it’s $10 bucks, $20 bucks or $2,000 bucks. They’re stil going to respond to it.

The last launch we did was for the massage therapy market, I launched a monthly teleseminar program where every month, I interview a different successful massage therapist. Other practitioners are able to cal in and listen live for the first hour, and then for the next half hour they are able to ask questions. They get a copy of the recording, a transcript and it takes place the third Thursday of every month.

I’ll tel you a couple of really cool things that we did for that launch. To create that social proof, to create that buzz and to make it look like everybody was extremely excited, what I did was, I didn’t talk about this program. Al I did was tease the idea of my having lined up a dozen super-successful massage

therapists who are in the top income bracket.

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Then I shot out an email to my list that said something like, ‘If there was

anything you could ask these super-successful massage therapists, what

would you want to know? What would you love to have them answer for you?” Al of the responses were put on the block.

We got a hundred or so responses. So, we started off with this appearance of social proof that, “Hey, look at al of these people that would love to have their questions answered by these super-successful massage therapists.”

It just continued to steamroll from there.

Jeff: That’s great.

Todd: Yeah. Then what we did was incorporate in some of Yanik Silver’s Underground launch. I started to tease the list with what these different super- successful therapists were going to reveal each month, only I didn't give their name. I gave a code name.

I covered up their name. Just for fun, I asked the therapists, “What would you want to be cal ed? What you would want your code name to be?”

We started to leak that out so that there was a little mystery about it. There was a little curiosity behind it. People started to talk about it. You know, “The

Retention Maverick” sounds awesome. I can't wait to hear him.”

(laughter)

Jeff: That’s great.

Todd: It stirred up more buzz and excitement. Also similar to what you did, we did a price video just to cover the pricing right up front. Actually, Jeff, this launch was a little different from our others in that I gave out the price via a price video and via a PDF before the sales letter was up on the net.

Basically, over this six-week period, we teased them, we built up the social proof, and we sent out audio, we sent out the price video and a PDF. They already knew every component of the program. They knew every price the whole nine yards because I remember you saying in the Product Launch

Formula, that you basical y want the sale to be made. You want them to go to the sales letter, go to the bottom, click ‘order’ – done deal.

Jeff: Right.

Todd: We found that we had orders coming in within 34 seconds after we launched. Again, it goes back to like you said - they weren’t even reading the sales letter.

Jeff: Right

Todd: They were ready to go. They knew they were ready to rock and rol .

Boom, they got the email and that program was $34 per month and I think the very first day of our five-day launch, we signed up 82 therapists. The stick rate for the program has been like 90% plus. I think total we have lost three people from the program.

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Jeff: Wow.

Todd: We launched it in January.

Jeff: Wow. That’s an amazing stick rate.

Todd: Yeah. I real y did what you said in that I surveyed them, so I knew exactly what they wanted. I have to tel you, that surveying my list has also played a

tremendous role in building my business. I want to make sure that what I'm giving them is what they want, not what I want to give them.

You know what I mean? There are things that I would like to talk about and products that I would love to create. But I got into this certainly to help people but also to create a profitable business. At the root of that is that I have to put my personal preferences aside and do what my list wants me to do. What do they want to learn? What are they desperate to learn? What are they crying out for? What do they need?

Surveying them has been a tremendous help.

Jeff: Yes.

Todd: I knew that they were jacked by the idea of being able to learn from other successful therapists who have been there and done it before them.

Think about it for one second, Jeff. We generated a couple of thousand dol ars just from that first day of the launch and now it is recurring, plus al the

additional people that we signed up.

It’s one hour a month give or take an hour for uploading and emailing.

Jeff: That’s fantastic.

Like you said, the surveying is so important. I can trace al of my success back to two things.

One is always focusing on getting the opt-in first and the second is always surveying my list and coming out with products that are essential y designed by your list.

It’s like shooting fish in a barrel then. It is so easy to sel when you are sel ing exactly what they want.

Todd: Yeah, when you know exactly what they want, what they are excited about, what they’re emotional over, then the sale is so much easier. You’re not

convincing them of anything. You’re just showing them how your product meets their needs.

I’ll tel you something else, Jeff, that has helped me tremendously and I know that you are a huge advocate of it. I'm very big on giving before I ask to get. I'm very big on giving quality content and building a relationship through that

content.

Not holding back, but being real. All my emails are written like I speak. I believe that being wil ing to give, not being selfish, not just always trying to sell but also giving wins people over as does being real.

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I believe that has played a massive role in why we have been able to create such a successful business.

Jeff: That’s great. I think of the old school marketing where we were advised to never give content. You just told people what - not how. But frankly, I think one of the powers of the Internet is that it changes the cost structure of content delivery so you can afford to give content. Maybe you’re not giving everything, but you can give quality content first and build that relationship.

Todd: Yeah, you’ve got to show people what you have to offer.

You talk a lot about the psychology, Jeff. Let’s say we shot out a mini-course or an email or a monthly newsletter, whatever and it was skimming the surface. Like you said, we’re telling them what to do, not how to do it. We’re holding back and it’s clear that we’re holding back.

Why should we think that someone is going to turn around and at that point say, “Wow that was awesome. This guy is on the money. Let me go and

spend, $300, $500, $1,000 or $50 with him.”

You know a better way to get them to say that? When we ‘wow’ them with our wil ingness to share. Like you said, you don’t have to give away everything, but give good content. Right now, people have so many options on the Internet and as we al know, they're bombarded with a thousand and one different

advertisements and marketing pieces. They’re getting emails left and right like crazy.

Stand out through your quality content and through your ability to build a

relationship with them. Your ability to be real. Put a face behind your

communication. Be a real person and show them that. In both of these niches, I'm advising them on business. I'm teaching them how to be successful.

But that doesn’t mean that I can't point out my flaws. I can't point out the fact that my wife, Kel y, thinks that I'm a slob. Hey, I may be great with marketing, but I've got to learn how to fold my clothes.

There's nothing wrong with that. In fact, people appreciate that because they know you are a real person. They see that, “Man, this dude is just like a regular guy. He’s just doing his thing. He just happens to be pretty good at marketing. He knows what he’s doing with marketing, but he is a real person.”

They relate better to you. Does that make sense?

Jeff: Absolutely.

Todd: Let me share one of the things that I did early on that real y helped me. This is how I generated a little bit over 200 testimonials in three days. OK?

When I started off in the massage niche three years ago, I started with one product and my whole gig was giving quality content. There was a soft sel in there al the time, like letting them know, “Hey, if you want to take this further, grab this course.” But it was real y delivering quality content.

After a handful of months of doing that, Iwas getting some emails back from therapists every week letting me know that they were enjoying it, that they were

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learning from it, that they were growing from it. Like you shared with me before, I had this relationship going and there was an exchange, a dynamic thing going on. What I did was I sent out an email and I created a 23-page PDF checklist, a total marketing checklist.

Then I sent out two different emails. One email went out to customers who had bought my course. The other email went out to al of the prospects who hadn’t bought the course. Both of the emails offered them the checklist free of charge if they were wil ing to give me feedback. From customers, it was feedback on the course and from the prospects it was feedback on the newsletter.

I sent them to two separate web pages and each of the web pages had specific questions. The questions were slightly different for my customers. Such as, “How much money have you earned since you got Todd’s course? What

makes Todd’s course so good?”

They were questions that were structured in a way to elicit the answers that I real y wanted. For the prospects, it was similar questions, but instead of, “How much money have you made since you got Todd’s course?” It was “How much money have you made since you have become a subscriber of Todd’s?”

“Why is what you’ve learned from Todd so effective?” We got a little over 200 testimonials over a three-day period. I immediately put those testimonials in my sales letter. We use them still. We don’t even concentrate on col ecting

testimonials anymore. We have hundreds and hundreds of these things.

It was just a great way to create even more social proof for what we were doing. It’s a great lesson for people that don’t have that many customers. Even if you have twelve customers, even if you have just a couple hundred people on your opt-in list, you can stil generate testimonials that you can use to sel your product. You don’t have to say, “Look at what some of these people are saying about this course.”

You can just say, “Look at what some of these people are saying about what they’ve learned from Jeff.”

Jeff: Um hmm.

Todd: And people associate it with the product, the course and it just rocks.

Jeff: That testimonial cruncher I did in Product Launch Formula is along the same lines – that is where I did the survey and drove people to the site. I was

gathering testimonials for a product that didn't exist, so really, I was asking for testimonials about me and about my newsletter and those testimonials became directly applicable to the product that I put out.

Todd: Yeah.

Jeff: The great thing about when you come out with 200 testimonials is that what you are doing is providing training to al the people that haven’t given you a testimonial yet. When they come to your site and read al those testimonials, it’s training them. It’s like, “Oh that’s what I should do. I should give testimonials to this guy because everybody else does.”

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Todd: Yeah, and Jeff, it also impacts and helps the stick campaign because people see that and say, “Wow, if this thing isn’t working, I've got to be doing

something wrong because it’s worked for al these other people.”

So it helps the sale to stick. Let me tell you something else that I thought was pretty savvy. I don’t know how I came up with this or what made me think of this but when we launched that monthly teleseminar program to the list, about a month after the launch I decided that I wanted to do something special as an unadvertised bonus to overdeliver to my clients.

Even though they were ‘wowed’ already, I wanted to overdeliver on the value by giving a surprise bonus. What I decided to do was a 90-minute teleseminar on just general finances. Money management for massage therapists. Nothing fancy. I wanted them to understand the concept of getting the money to work for them and just some general stuff. But it was stuff that they desperately needed to know.

So, I explained to them that I was going to be recording the cal and that it was going to get turned into a product that sold for $49 dol ars, so they were getting a $49 bonus, free of charge, just because they were members of this

teleseminar program. I got them on the line, not everybody but a handful of them on the line and I recorded it. Quite frankly, at the time that I offered it, I kind of extended this unadvertised bonus for them.

I recorded it and then at the end of the cal , I said that I was going to be coming out with video tutorials, spreadsheets and charts to implement all of the things that I talked about during the call. I said, “I'm coming out with al of these charts so that you can set up your target, your measurements, your goals. I'm going to create video tutorials that show how to use them all.” I said, “I’l give them to you free of charge if you’l do me one favor. If you wil go to this website and leave me a testimonial, an audio testimonial preferably, about what you learned on this cal .”

Then I sent out the recording of the call to the people who couldn't make it on to the cal and we generated about a dozen testimonials that way. Some of them weren’t good enough to use, but we generated about a dozen. I gave them all the free video tutorials, spreadsheets and what not which I didn't even have done at the time of that teleseminar.

So what I had done was that I now had a brand new product to sel with

testimonials already in place.

Jeff: That’s great.

Todd It was great. I leveraged one launch to develop content for the next launch.

Jeff: Yeah, and you can actual y start to string these things together. I'm actual y doing something, I don’t want to talk too much about it right now, but I'm doing something similar with Product Launch Formula where I've been delivering a lot of extra bonuses. Those wil eventual y be packaged in a different way.

You can take these things and leverage them. I love the idea where you really wanted to overdeliver and you actual y did overdeliver, and then you were

gathering testimonials right off the bat.

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It al starts to feed off of itself and become one big cycle and cranks right around into the next launch and the next product.

Todd: Yeah. For me, it real y drove home the idea of leverage I just took this one launch and was over delivering value with this unadvertised bonus, which is what I do now with every product that I come out with. I always over deliver because I know that money is in the backend and I want to keep these people happy.

I want to give more so I can get more. I want to give more value than what I'm asking them for. It was just amazing to see that I was able to take this

unadvertised bonus and use it to exceed their expectations and at the same time I was creating a product. And I'm able to use this product creation and leverage this launch to get testimonials for the next launch.

Jeff: Right.

Todd: It was just that whole concept of leverage. How can I leverage the relationship? How can I leverage the buzz, leverage the social proof, leverage everything that we have created and have going to keep it going for the next product and the next launch?

Jeff: Yeah, right. It’s powerful stuff. You’ve been doing a good job of putting it to use.

It’s funny because you mentioned earlier how you had taken Yanik’s idea of the code names and a lot of people get caught up in it. Like I said earlier, if you think that this stuff is only going to work in Internet Marketing and you have to be a guru, both of those assumptions are false. But if you watch Internet

marketing, which it is so hyper-competitive and there are really smart people like Yanik Silver to study, you can study their marketing.

You can then take it to other niches like you’ve done and they’re just wildly, wildly successful. You’re using some of the best marketing techniques. You’re taking them to markets that have never seen these techniques before and it’s just incredible how wel that works.

Todd: Yeah, that’s true.

I study everybody just to learn how they are doing it. And you know sometimes we forget because we are seeing things over and over. There are certain

headlines that work, email subject lines that work, we’re seeing these product launch formulas constantly.

Sometimes I find myself seeing through it. Now I'm in the inner circle and I know what’s going on and it’s a great feeling. But sometimes we forget that outside of that super-competitive world, like you just said, there are people who have never seen this stuff. They never had an experience with a product

launch.

They’ve never experienced the excitement of waiting. They’ve never even seen a priority notification. They don’t know what it is. So just because we’re seeing it al the time as we’re studying these marketing gurus like you, Jeff, Yanik, and what not, you can't forget that, like you said.

Outside of the Internet marketing niche, man, they go crazy over this.

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Jeff: Right.

Todd: They go crazy over it. So what works in the Internet Marketing arena works ten times better outside because they’ve never seen it before.

Jeff: Exactly.

Todd: So it’s cool stuff. It real y is.

Jeff: So what do you have on tap in terms of future product launches?

Todd: Well, I will give a little tease. From massage therapists we wil be launching a program on referral generation. This is another thing, Jeff, that is actually cool and it’s related to this next product.

When you have a list, even a small list because, like I said, my massage list is below 10,000. It’s a smal list compared to…

Jeff: A lot of lists.

Todd: Right.

The other thing that I wanted to mention was you said something that put a smile on my face. You said something like, “You know, I can shoot out an email to my list and make money.”

That’s so true. It's a weird feeling when you get to that point, Jeff, to know that I can shoot out an email and make money on demand.

Do you know what I mean?

Jeff: Yes.

Todd: I can do that. When your heart is in the right place and I'm not talking

metaphysical, but when you're there to enrich people, when you're real y

passionate about what you’re doing and you're giving before you're asking for anything, you're giving quality content, you're being real… you're developing relationships with people, you’l get to that point.

You wil . It might take you a little while, but you’l get to the point that when you want something new, you want a little toy, you want to go on a vacation with your family, you shoot out an email or two or you whip out a new product.

I've had situations, Jeff, where I wanted to see if there were people that would be interested in a four-week tele-coaching program where I was going to peel back the curtain so to speak and show exactly how I make money sel ing to massage therapists.

I was going to do it for massage therapists. So I said, “Alright, let me see if there are people that are interested in paying $600 bucks for four, one and one half hour telephone conference cal s with me to learn also how to sell to

massage therapists.

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This is, again, in a niche that typical y doesn’t spend a lot of money. I said, “Let me see if anybody would be interested in spending $600 bucks.”

With no sales letter or anything, we got about twelve responses back from people that said, “Put me on the list. This is definitely something that I would be interested in.” I know that until they spend the money it’s not money in the bank, but think about it for one second.

It’s $600 bucks. Even at ten people, that’s about $6,000 that I could have

generated without a sales letter, without real y even trying. The funny thing is, at that point, I just didn't have the time to try it. But, it was a great feeling for me to walk away knowing that I could go back to that. Like you said, when you put the time in and you do it right and you build those relationships and you give quality content and distinguish yourself from everybody out there, you’ll get to the point that you’ll be able to generate income on demand.

You really wil . You real y wil .

Jeff: I'm coming up on ten years in this business. The first email newsletter I sent was ten years ago on August 30 th .

And to tell you the truth, Todd, I'm stil not used to that… it is stil hard for me to believe.

In the Product Launch Formula, I talked about my tax sale and you know, I got that huge whopping tax bill and the first thing I thought was, you just send an email.

Todd: Yeah.

Jeff: It’s intoxicating. And a lot of people just don’t get it sometimes. I was just

talking to a friend of mine who is also an entrepreneur in the offline world and we were talking about saving for col ege… my kids are getting close to college age.

I told him, “To tell you the truth, I real y haven't been saving for col ege because I've got a list. My list is my col ege savings.”

My friend had a hard time understanding that.

Todd: Yeah, you know it’s funny and again, I’m only thirty-three and it’s only been three years, but I can only imagine how frustrating it must be for someone like you who’s an educator teaching other entrepreneurs. For me, this is something that I'm passionate about. I love talking about information marketing and I'm constantly talking to my friends about it and helping some of them get started.

But it’s so frustrating when people just don’t see it. They’ve had this

perspective dril ed into them from childhood and they don’t get the fact that there’s nothing wrong with earning money the easy way. There’s no rulebook out there that says it’s wrong if you're not working hard to earn your money.

They don’t get it. They don’t see it. They don’t see the opportunity. They don’t see it and it’s just crazy.

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Jeff: When you go to the bank to deposit a check, they don’t ask you how hard you had to work for your money.

Todd: It is so true. You are absolutely right, they don’t.

I think that whole psychology behind it holds people back. I think, Jeff, that some people don’t realize that listen, man, it’s happening to everyday people.

In other words, there are everyday people who are doing this… just look at me. I'm going to say it again, a knucklehead.

There are so many people out there that are earning five figures a month, and they're not sel ing to the Internet Marketing world. They are in little niches. They're quietly doing it from their homes, living an incredible lifestyle of not having to get up and drive to work, not having to answer to a boss and doing something that they are passionate about. It is happening.

Jeff: Right.

Todd: There are so many people that are out there that are thinking that it is only the big names… that you’ve got to have a big name. That you’ve got to know everybody. You’ve got to be friends with John Reese.

And that’s just not true.

Jeff: Right.

Todd: It’s just so not true. Do you know what I mean?

Jeff: Yes.

Todd: Like you said, this stuff works on a big scale or a smal scale, and you’ve got to stop feeding yourself that lie that you’ve got to be some recognized guru

because you don’t.

There's the right way to do it and there's the wrong way to do it. If you invest the money and time to learn, and you're committed to implementing what you learn I think that is the most important thing.

It’s very easy for somebody like me to not fol ow through… I'm an information junkie with this stuff. It’s so easy to go through a course and want the next course and go through that course and get the next course. Before you know it, you’ve gone through a half a dozen courses or a half a dozen books and

you’ve implemented nothing. You're always looking for that next greatest thing.

Meanwhile, if you would just implement the first three things that you learned, you would see more money come in. Then the next time you would see even more money come in.

Jeff: Yep.

Todd: Like Product Launch Formula, I mean it sincerely, it’s incredible but only if you implement and use it. If you use it, it’s going to work, no doubt about it. But for most people they’ve got that mental block. Do you know what I mean?

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Jeff: You mentioned how, for someone in my position who is an educator, it can be frustrating that people come up with al of these excuses about why it’s not going to work and why it only works for the gurus and on and on.

There is some of that frustration, but I slaved away on this developing this material and then putting it into the course. I want it to work for people such as yourself, and I've talked to a bunch of them now who’ve taken it, and put it to work, and it has changed their lives.

At the beginning of the call you were talking about how this has completely changed your life; you are about to quit your job and move to your dream home in Florida.

Hearing even one or two of those stories, and I've heard a bunch of them since I launched Product Launch Formula, makes up for al the frustration.

Yeah, I did it to make money. I've made a lot of money. I'm continuing to make a lot of money with Product Launch Formula. I sel them every day and that’s nice, but you know what… when you real y get down to it, changing those lives is what gives me the real fulfil ment.

It’s been great. I love this market. I didn't publish marketing stuff before, but now I just love this market.

Todd: Yeah, it’s great. I can only imagine when people take your information and they value and use it and it does what you created it for - it changes their lives. That’s just awesome.

I’ll tell you, al kidding aside. This is going to sound corny. I'm a married man with two little girls and every now and then I’l have a crazy thought. I’ll think did I leave the toaster on? I hope I didn't, but God forbid if something were to happen and my house was to go up in flames, where are my courses because I’ve got to get those courses before I get anything else. I've got to get Product Launch Formula. I've got to get my courses because those things you teach changed my life.

It’s something that I love talking about and I think, Jeff, the thing that we can end on or I can continue to ramble, but I think that having gone through and experienced some launches and made a little bit of money and being just a handful of weeks away from going ful -time and having my dream of having the ultimate lifestyle, I real y do view success, especially with Internet Marketing, very differently from how I did early on.

It plays off of what we just talked about. Now I really believe that the majority of success comes from just taking the action. Just do it, man. Just do something. Just do it.

I think too many people are waiting for something. They’re waiting until they learn more, or they think that the only people that are making money online have some inside knowledge or something. They think the people having

success have some talent they brought to the table. You know, that they have a skil set that you can't learn.

Everything that has allowed me to make a little bit of money every month and experience a nice business and set me up to go full-time… I learned all that. I

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didn't bring any of it to the table. I invested in my marketing education. I learned it. I studied it like a fiend and then I just took action on it.

Now I look at some of my friends and if they only knew that they don’t have to have a talent. It’s not like playing basketbal . It’s not like painting a picture. You can learn the same things that I did.

You know the top five percent, people like you, Jeff, and Yanik, and John

Reese and Frank Kern. At one point, the top five percent was the bottom five percent.

(laughter)

Jeff: I sure was.

Todd: Right? I mean at one point, you were learning from them and at one point everybody starts in the same place. What I believe separates the men from the boys, the women from the girls, the successful people from the not so

successful people is just the wil ingness to take action.

I just believe that that’s the majority of it and for your listeners… just take action, man.

Study the Product Launch Formula. Real y, really study it and understand it. Then don’t wait until you know every detail of it. Just put it in motion. Just get rol ing with it. You wil make money.

And just like you and I talked about, Jeff, they're going to become addicted. They’re going to become Product Launch Junkies.

It’s going to make money and they're going to have a bunch of fun!

Jeff: Todd, this has been wonderful. I'm going to go back and listen to this myself just for motivation. It has been a great cal . One last question because I am now nine minutes late for my next appointment.

(laughter)

This has just been such a great cal I couldn't stop it. So just the obligatory question, for the people that haven't bought Product Launch Formula yet, what would you tel them?

Todd: I would tel them, sincerely, no matter what your financial situation is, no matter whether you’re strapped for cash or not, you need to do whatever you can to get the money to buy Product Launch Formula. If you have the money, great. It wil show you how to make even more. And if you don’t have the money, this is what you need to know to learn how to make the money.

It wil be the best money they ever spent. Jeff, I don’t want to come across as a sales person or anything like that. I have no affiliate link. I'm not getting paid to say any of this. You and I are just rapping about Product Launches, but they’ve got to get your course. They would be crazy not to get it. Crazy not to get it.

So I would say, if you have a product, if you are just about to get started with a product, if you are thinking about getting started online, even if you have an

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offline business quite frankly, there’s so much you can learn from Product

Launch Formula. Round up the money. Do what you gotta do and get it.

Jeff: Fantastic.

Todd: Cool.

Jeff: Thanks a lot, Todd.

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