Yesterday I shared one of the big lessons I had from my $54k launch that just ended…
Today I want to share a second lesson with you.
This lesson is more of a “big picture” lesson…
But if you do any kind of launch, or multi-day promo to your list, it’ll be helpful.
Here’s the lesson…
A launch is not a static thing where you have a game plan and you stick to that plan.
It’s a living, breathing thing that changes and you have to react and adjust to the feedback you’re getting during the launch.
Here’s what I mean by that…
After the first day of the “13 email hooks” launch, I actually did not think the launch was gonna do very well.
Why?
Cause the sales were a little slow.
I was looking for somewhere around $6k-$8k in sales on the first day.
But at the end of day one, I’d only brought in $3800 in sales.
So less than I expected.
And I wasn’t really sure why…
I thought the offer was good…
And I knew it would appeal to a lot of people on my list…
So I started to investigate…
I looked at the responses I got to the emails I sent that day…
I also looked at the names of the people buying…
And one of the first things I realized was that most of the people buying were higher level copywriters.
It wasn’t a lot of newbies…
Or even intermediates…
It was A-listers like Gary Bencivenga and Paul Martinez.
That’s when a lightbulb went off for me.
The higher level copywriters were buying because they were well aware of how important a good hook is for email copy.
So they immediately saw the value in the training.
And they signed up.
However…
Most copywriters (and most business owners) were not as aware of how important hooks are in email copy.
They didn’t know that a good hook could pull 3x the sales of a mediocre hook.
And they didn’t know that certain hooks have been proven to work better than others.
Most of my list was unaware of that.
So once I discovered that, I started to send more emails that really drove home the point that the HOOK is the most important part of an email.
I laid it out in clear terms…
And even used real-world sales numbers to prove how important the hook was.
And guess what?
Sales quickly shot up…
The second day of the launch brought in $4728.
Which means the second day made MORE sales than the first day (this NEVER happens in a launch).
So I knew I was onto something…
And I made sure to keep writing emails that drove home the point that the hook is the most important part of an email.
And that brought in a lot more sales…
I’ll give you another example of making adjustments to the feedback you’re getting…
Towards the end of the launch I had 6-7 people email me and ask if I was going to offer a payment plan like I did last time.
I wasn’t planning on offering a payment plan…
But after the seventh person asked, I realized there was probably a LOT of people sitting on the fence who would buy if a payment plan was offered.
So on the last day I offered a payment plan.
So instead of paying $197 upfront…
I offered the option to pay $99 now and then another $99 a month from now.
And guess what?
Another huge surge of sales came in.
In fact the last day did a little over $28k in sales.
Which is probably the best last day I’ve ever had in with a launch.
So again, by simply watching what my list was saying and asking for, I was able to adjust…
And I had a huge sales day because of it.
So my point with all this is simple…
Anytime you do a launch (or a multi-day promotion) you have to be in tune with what’s going on each day.
What emails are selling the best?
What are you not explaining well enough in your emails?
What objections are coming up for them?
All this stuff matters.
You can’t plan for it.
You have to be in the flow, feeling it, and then make adjustments based on what you’re seeing.
That was a big, big lesson for me.
So I hope you put it to use…
And make yourself a bunch of moolah with it.
Enjoy your Thursday.
– Justin
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