Promote

What Women Say is True: Size Doesn’t Matter!

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 – 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 — 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.

How To Publish A Best Selling Book

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:

14 Responses to “What Women Say is True: Size Doesn’t Matter!”

  1. Andrea March 18, 2011 at 7:08 pm #

    Thanks so much for sharing. I know this is a great product from Greg, I’ve been going through it.

  2. Cinde Johnson March 18, 2011 at 7:25 pm #

    Very true! It goes back to the old saying about quantity vs. quality. What counts in the end are the results—and your results are based on relationship (Civic Cycle), not the size of your list. It’s exciting to see this happen! Great article!

  3. Lehi March 18, 2011 at 7:30 pm #

    “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.”

    This is why I think forums are important. Blogs are nice because people can respond, but the problem with blogs is hot topics can fall out of view over time.

    Forums allow hot topics to remain in view. I think this will help people create more relationships with each other as the dialogue evolves.

  4. Kyle McNeil March 18, 2011 at 7:43 pm #

    Hi Michael,

    I think:

    “Of 150 supporters, I ranked 150th in those of you who “opted in.” Yet I sold the 13th most of anyone.”

    Says it all.

    Case closed.

    Amazing to watch how Pendulum and Civic Cycle, isn’t just a really awesome theory, or concept, but something that TRULY does deliver.

    Kyle

    • Michael Drew March 18, 2011 at 8:15 pm #

      Thank you Kyle, I agree with you, I think this is very compelling case for showing the quality not size matters.

  5. Jenn March 18, 2011 at 9:01 pm #

    Looking forward to taking “The Authority Formula” Program and learning the strategic side that goes along with it.

  6. Jenn March 18, 2011 at 9:10 pm #

    I am also involved in sharing Greg’s Launch – by my link stats – there are definitely a few things I could have done differently. Looking forward to improving them. The resources are fabulous.

    • Michael Drew March 18, 2011 at 9:49 pm #

      Jenn,

      Try sending people to this article, see what they say.. 😉

      We’ll see you at our special 1 day hot seating event in June

      Michael

  7. HASBIZconnect.com March 20, 2011 at 4:30 pm #

    Well said Michael!

  8. Yvette March 21, 2011 at 2:45 am #

    I am just now reading this. I wish I could still get in on this. I agree that internet marketing is about relationship building. I came from a traditional advertising background and relationship building was just as important there. I discovered that whether a company is marketing advertising services to businesses or products to the general public it is all about building trust. There is so much competition and people are so overwhelmed with so many choices that is important to stay in constant communication with prospective clients/customers. Social media is great for casual conversations and getting to know people. I am an entrepreneur and it has been tough especially since I do not have a lot of clients and testimonials… yet. Unfortunately the companies I have worked for do not allow me to use their clients for testimonials. So, all I have at the moment is relationship building.

    Thanks for your great blogs. A wealth of good information.
    -Yvette

    • Michael Drew March 21, 2011 at 3:46 am #

      Yvette,

      If your still interested in Greg’s Authority Formula email me michael@promoteabook.com and I may be able to connect you with Greg to work something out.

      Michael

  9. Mr Jacobs... March 24, 2011 at 9:15 am #

    Very true, I regulatory promote in the Internet Marketing Space and my customer list is approx 5,000 people. Off this list I can easily sell 2x-3x the amount on affiliate promotions as “big names” with literally 50 times more people on their list… anybody on the circuit of JV lists will know what happens when I pull out the guns…. the thing is that I often get people asking me to promote their product, but the issue is that I cant do it for “any” product. i need to find it intresting myself, and see that it adds value to the educational toolkit. if I actually find it interesting… then usually my subscriber base will as well. can’t fake it.

    • Kyle McNeil March 24, 2011 at 4:49 pm #

      Mr Jacobs,

      Personally I respect and appreciate that you *get* and act in accordance with ensuring the products you share with your list adds true value.

      That’s a key that many people don’t abide by.

      And when selling to a list becomes more about $, than it does about value for the list, that’s a problem.

      Kudos to you for keeping things straight.

      You may not realize how valuable of an example this is to others, to bring more integrity to internet marketing. I think it’s great.

      Do you know you’re setting such a strong example?

      And it’s great to see you’re getting results too. Good guys can win 🙂

Trackbacks/Pingbacks

  1. Proof – Gimmick’s Are Out; Relationships Are In - March 18, 2011

    […] My friend Michael Drew has a post today on Beneath the Cover further illustrates why old direct marketing tricks no longer work. (Read it here.) […]

Leave a Reply