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9d. Back To Business.

Now through product launches it's not unusual for me to be awake for 36-48 hours then take the next week off to recover and relax, simply because when you get to this stage there’s a lot you've done, but still a heck of a lot more to do. (One word of advice, don’t do this unless it’s absolutely necessary. It can have all sorts of health implications and isn’t recommended). The first thing you should be looking at doing at this stage, between two days and a week after your initial joint ventures go out is looking for more. It's likely that those joint ventures that you scored for your smaller product have been doing their job, and the resource building is going strong. Now it's time to make some money through the joint ventures that will be set up solely for promotion of your larger product.

Remember back to our planning stages. When we were talking about setting up an affiliate system for the larger product but not letting anyone into it aside from joint venturers that wouldn't accept your sales system and the way it flows from the small product through to the large product. This is where things change and we start to look at using affiliates to make you a big profit. If we'd done this in the first place, we would have lost out on all those resources, the effect of the super high commissions and the chance for your intro product to do it's job. Even now, when we're looking at granting affiliate commissions for the sale of your large product, we're not just letting anyone in there, oh no.

Your affiliate software should have the ability to monitor your top affiliates, and you're going to use them. Even though you may pull a hundred, a thousand or even more affiliates throughout the life of your products, it's unlikely that more than around ten percent of them will even make a sale. And then of course you have your heavy hitters, with their own lists and media outlets that do really well. These will be your top affiliates. I suggest taking your top five or ten percent of the money makers in your affiliate system and turn them into joint ventures.

Your main aim here is to get another ad to their media outlets, most likely their lists, but for your big product this time and put money directly into your pocket. Again, we're forming more long term partnerships and joint venture prospects. You should be starting to see a nice circle of people around you that are ready to promote your stuff as far as Jv’s go, of course, don't deny them the same privilege and you'll start to find yourself in at the top of some really popular programs. Bonus. Of course I can't give you exact stats here, some relationships will develop into full blown partnerships and into full product creation. Some will just be long term ad swappers where you both assist each other through promotion, and some you may never hear from again.

Approach them in exactly the same way you approached your original joint ventures in the previous report with a view to turning this into more sales. Another great thing about doing things this way is you can offer something valuable to affiliate promoters, and that’s allowing them to get in at the top of promotion of a product that doesn't allow standard affiliates to promote. That’s a big plus for them, and should do a good job of making many of them feel special and having them agree to promote your larger product to their lists. Bear in mind that this doesn't mean you necessarily have to keep this from affiliates eyes, but right now it makes a good bargaining tool if you do, and also helps with the conversion from affiliates through to the more powerful joint ventures.

At this point you see everything going smoothly and have monitored for a while. Your planning has done the trick, snags have been ironed out, you have a bunch more joint venture contacts for future promotions also. Some you contacted yourself, and some have come from your top affiliates. You've also got the start of a growing list in your hands, some customers and by now you should start to see some of the people who purchased the smaller product come through to your larger product, and it's likely you're going to be seeing some big money flow right into your pocket. Hey you won't get rich on your first, second or even third product that you release, but look at all those resources that are building themselves. Think of the power you're going to have behind you come future promotions.

For now though, it's likely been a long day. Make sure that you've contacted as many affiliates as you possibly can that would make good joint venture prospects, and follow-up with them as we discussed before. This is now your priority and will form your second promotion drive. For now though, head to bed, get some rest ready for a fresh new start. Launch isn't over yet. We're only two days in and there’s still some work to do to get the most amount out of your products.

9e. Research: Numbers Don’t Lie.

Next up comes your research. I hope you didn't forget about your research. It's mighty important and will form the basis of your answers to every single question you'll ask yourself through every product idea that’s developed from a blank sheet of white paper to something people are buying. Start looking at your numbers and tracking. Who bought what? How many came through your smaller product? What percentage of visitors to what site are signing up to your list, to become affiliates, to buy your products? What percentage of your joint ventures and affiliate to joint venture developments went well? Heck I could list things to test and track and end up with an encyclopedia.

Don't be afraid to change things either. Remember, you're tracking two things, and will always end up with one result. One is better than the other at doing its desired job. Great, change the not so good one to the good one and then start checking something else in the same manner.

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6g. Flexible Memberships: The Low Maintenance Option.

Now a moment ago we talked a little bit about if your product suited to a membership site, i.e. is it long enough to sustain long periods and bring you the returns that you want? You may have noticed already that a lot of the differences between membership sites and single sale are pure presentation, how you present your product, how it brings you the cash and how quickly you can put that to use using the time you have remaining.

This is no exception. If I’ve put you off membership sites so far, this is where they start fighting back and rearing their best sides. First off, I want you to think about the flexibility you have to present. A membership site doesn’t mean something that you’ll set up and leave running itself forever, at least it doesn’t have to. Of course I’m talking about limited memberships.

Rather than limiting the number of users or members as the name might suggest, the change is much larger than that, and offers your product over a set period of time, through which the members pay you a recurring income until that time is up.

This is an excellent choice, and a good mid way between an everlasting membership site and single sale products, and is often the choice for the sale of information, or set courses. This one for example. If we didn’t go single sale this would have been the choice. Not only does it allow those who can’t afford to pay up front all in one go to get their hands on it by paying smaller installments than they would with a three month pay plan, or even straight up front selling, but it also ditches the maintenance too. You’re not constantly updating or improving the content, you don’t need to. It’s a set creation, a set piece if you will. Limited membership is just an alternative form of presenting a high ticket, single sale item, ideal for info product sales without the maintenance, and without the worry of ever running out of content to sell.

So why would you create a limited membership site out of the single sale product, when you could just make it single sale for the full course and pull in all the cash anyway? Well, high-ticket items, single sale products are often high in price. Anywhere from $200 up to $10,000 and sometimes even more.

A limited membership allows for three things. First, it gives the power of the trial. It’s not easy to get people to commit to a high priced product, if they’re not bombarded by proof that it’s the best out there, and even then, some can be wary, especially if they haven’t spent this much on a single sale product online before.

The limited membership allows you to overcome this by offering a trial for the first section. It eliminates a massive amount of risk and boosts the confidence of the customer in you, furthermore it allows them to experience your work first hand before shelling out what is a large amount of cash to most people, something that even three or four installments for a high ticket item cannot achieve.

The second thing the limited membership allows you to do is establish a relationship with your customers. Turning first time customers into longterm customers has been and will continue to be a big focal point throughout this course. It’s something that allows you to profit again and again from the same resources without having to go out and acquire more every time you launch a product.

Have you ever bought a single sale product, downloaded it, and just maybe had a glance, had a little look, and then put it aside and moved on? Well that’s something that goes on a lot with single sale items, especially those that aren’t particularly expensive. Of course if you spend a thousand dollars on something, you’re likely to use it for a long period of time, but when spending a hundred, two hundred, it’s all too easy to lay something aside and forget about it.

Within limited membership, because you’re effectively getting your product in installments, you begin to make a connection with the seller. You get to know a little about them, you follow their course, and through each installment, the connection and trust grows stronger and stronger, something that you don’t get with smaller ticket single sale products.

What happens when you’ve made a connection with your customers? Well they begin to feel like this know you, they trust you, they’ll remember who you are because they’ve been receiving your product from you over a sustained amount of time, and this in turn paves the way for turning these customers into long term customers. They’ll be more receptive to further offers, they won’t forget you in a hurry, they’ll begin to trust you and your products, and what’s more they’ll buy from you again and again in the future if they enjoyed this first installment. It’s a pretty simple process, but using this method, but as you can already see, through that long term connection you make is very powerful, and after the first few installments, you’re no longer just a random person trying to get their money. Establish that connection, it’s immensely powerful.

We’ll talk more about establishing this connection with your customers later, for now though all I want to demonstrate is that it is easier to do through limited membership than single sale, without having the often large maintenance and unsuitability on a per product basis of the full blown ever lasting membership site, something to keep in mind when selecting from these three options.

The final advantage of this type of membership site is flexibility. Imagine you’re selling a single sale product for a thousand dollars. What kind of flexibility do you have to choose when to claim your income? Not a lot, people buy, you receive the money end of, but if you’re looking for a reoccurring solution the aspect of flexibility is extremely powerful.

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6g. The Roles Of Each Stage

Next, comes the big part. Those two examples of the different types of backend sales are great, and they do indeed demonstrate the type of effect we're going for in your online marketing here. What I'm going to do now for you, is take each type of product, from the free one, all the way up to the really high ticket one and talk about them to you in direct relation to the five primary resources and online marketing we discussed earlier, and the goals, problems, solutions and most importantly what each stage grants you in terms of these marketing resources.

Ok, first up in this chain of events we have the free product. This is something that you're going to be giving away that will generally be related to your final high ticket item, even if not directly, you need to be making sure that you're attracting the people that are going to be interested in your higher priced product and your target market.

Now obviously, seeing as this product is free, it's goal isn't to make you a huge amount of cash. What you will find though, is this is the area that will be exposed to the most amount of people and will start you down the road to building all five of your resources, but initially, before you move on to the next stages, it'll only be building your mailing list. There's nothing to buy yet, nothing to promote, so there go the JV, long term and short term customers ideas.

Eventually some of these people may develop into these resources, and cash in your pocket, but for now, that's not what we're after. A simple entry level product that will build the numbers that you can promote to for free. They won't be the most targeted in the world either, remember your previous customers are far more likely to buy from you again than these people to start buying from you, but it's still important as a starting phase. Gotta start somewhere, this is where.

Now depending on your product, this free section can vary in size and type. If I were creating a marketing based info product as my highest ticket item, I'd make sure I'm getting people interested in marketing by creating a small, original document relating to my high ticket item. Even if I'm not selling a marketing based product, I might still be able to create a how to document that gives valuable information about how to do something that relates indirectly to my final product. For example, I may release a document that explains how webmasters can attract a large number of affiliates, where as my end product may be a webmasters affiliate solution or software.

So you see, at this stage, even if your end product isn't an info product, you can always go out there and learn, and create a short info product that relates indirectly to your final high ticket item. The reason it’s so important that your free item is connected in some way to your high ticket item, is because our aim is to take these free signups and distribute them not only through your five main resources, but to get those sales flowing for your high ticket item too. It’s no good if the list you’re gathering isn’t interested in what you will end up selling to them.

I've seen this done numerous times, and have carried this out for myself, and I have to say it's highly effective for grabbing a targeted but diverse list. Try to think laterally when creating this product, and most of all be original. A 1980's e-book reprint doesn't cut it anymore.

Length wise, for an info product of this type, you can be looking at anything from three or four pages of said information in exchange for mailing list details, up to ten or twenty pages. Don't go too far and give away the world for nothing. You'll only end up attracting a bunch of freebie seekers. Instead, make sure your info is solid, focused, and the best thing you've ever written. After all, it's these people that are going to go on and turn into your other resources. Through follow-up and hopefully if you've done it well, straight through the info packed report you've written and instantly onto product number two. It's almost an extended sales letter that contains good information intended for quick conversions.

Stage two, the cheap product. The second stage in this cycle, however also sometimes the first (usually my first also). It really depends on the person and their promotion power, and whether or not you think that you can get the word out about free products (of which it's very hard to joint venture for unless it's directly tied in with your end high ticket item.) So we'll call this starting point number two. Your choice totally. Both work incredibly well. Keep in mind however that when choosing, it's harder to promote for free to try and sell a freebie than it is to promote for cost to sell a freebie, and even promote for free to sell something that costs.

Now when I say cheap product, I'm talking ten to sixty dollars. Again, totally depends on your aims and your target market. What we have to remember here though, is that people are paying for it. This is the first time you've asked your customers to get their wallets out, and when they do they're going to expect a real, useful and functioning product to come out of it. At this stage you must not under any circumstances make this a glorified sales letter.

Yes indeed your intention is to sell people on to the next product on the ladder, but that's just it. If someone pays you for just a sales letter of some sort, they're definitely not going to be happy, and will see the quality of what they've just bought and never look at your products again. This is the exact opposite of what we want them to do. The idea here is that they can read through it, or test out the product, and at the same time subtly be sold on to the next product, either through followup, or links at the end of the document.