Product launches are common, not only in the personal and business development spaces. Every movie, music album, product, or book has a “launch” plan behind it.
I’ve been in the book launch industry for going on 14 years now. You could say I’m a student of the space.
But something happened when I took part in another kind of launch. That was when Greg Habstritt launched his Authority Formula, a business-building product, to smashing success.
Greg is a friend of mine, and I’m a user of the Authority Formula, so it was very easy for me to get behind the launch.
Throwing my support behind the product resulted in my generating the 13th most sales for it. As successful as I am with bestseller book marketing, having placed 67 consecutive books onto The Wall Street Journal, USA Today, BusinessWeek, and The New York Times bestsellers lists, driving sales that resulted 13th most sales out of 150 people selling the product sounds like par for the course.
But here’s the thing: My list is tiny compared to the other 149 people who were helping Greg sell his Authority Formula.
In a traditional product launch, thought leaders and entrepreneurs like me who have lists of clients and “followers,” are encouraged to drive traffic through an opt-in process. Opting-in is very simple: You’ll read a bit of copy or watch a video that will ask you to enter your name and email address.
Once you opted in by giving your information, you are then entered into an automated email sequence where you are sent additional information about the product. The intent is to build excitement about the product to help increase the probability that you’ll buy the product when its officially released.
Product launches have a basic formula: If X number of people “opt in,” then Y number of people will buy. As a result, many thought leaders have the incentive to email something about a product to their lists over and over again.
While in theory I understand and even appreciate this process, it violates my belief that in a Civic Cycle, marketing is not about transactional sales. No, marketing is about developing relationships. We’re in a Civic Cycle now, which is about truth, reality â€“ working together. Not simply posturing (that would be the Individualistic Cycle that ended several years ago).
Those of you who know me or have heard me speak are aware that I don’t believe the internet is a marketing and sales tool. In my opinion, the internet is for relationship-building. In this way, it’s similar to “real life,” where you develop relationships through ongoing conversation.
I believe in and support Greg’s Authority Formula. I believe anyone desiring to be a thought leader or recognized authority in their industry or niche should use the Authority Formula. But I’m not going to email you over and over again telling you to sign up and buy the product.
Why? Because I have a much deeper relationship with you then any of the “big names” and industry leaders.
Of 150 supporters, I ranked 150th in those of you who “opted in.” Yet I sold the 13th most of anyone.
Think about that for a moment. How many of you felt sold? How many of you felt I was selling you a product? (I hope none of you did, as I wasn’t selling you anything.)
What was I doing? The same thing I would do if we were at a mixer and we were talking about your goals to become a thought leader or trusted authority in your industry. I made a recommendation. For some of you, this recommendation was valuable, for others it wasn’t.
Yet, more of you bought the Authority Formula from me than from the 137 other thought leaders supporting its release.
Here’s the moral of the story: It’s not the size (of your list) that matters It’s how you use it.
P.S.: Recommendation â€” if you’re a thought leader or expert in your field, consider using the Authority Formula. You’ll be glad you did. The product won’t be sold after 11 p.m. tonight, March 18.
Subscribe To Beneath The Cover's Blog
Join the many publishers and authors who already get their updates sent straight to their inbox. Enter your email address below: