Back in early 2006, Jeff Walker launched a course called
Product Launch Formula. Product Launch Formula taught a
very detailed, step-by-step approach to launching any
product via the internet.
Jeff even provided case studies that showed how to use his
Product Launch Formula to treat a major affiliate promotion
campaign like a product launch.
Product Launch Formula taught a proven method of launching
a product, and in the process, convinced several THOUSAND
aspiring entrepreneurs that the time was finally right for
them to launch their product.
The only problem was that many of them decided to release
products all at the same time. Another problem was that
many of the product launches were in the "Internet
marketing niche" where many people launching products were
seeking joint venture with the SAME pool of super
affiliates.
This triggered an interesting phenomena where super
affiliates were shown a plethora of absolutely incredible
products... many of which the same "100 super affiliate"
all chose to promote at the same time.
This triggered wave after wave of many of the super
affiliates promoting the same product packages during well
orchestrated launches. As soon as one of these
well-orchestrated launches was over with, the next one
kicked off.
The thing is, there really were a lot of great product
being released. There were more great products being
offered to the same core group of customers than they could
possibly purchase AND digest... because it was coming at
them so fast.
As the competition really heated up, and the market began
to tune all of the emails, something interesting happened.
Since many of these products really did solve a painful
problem in the marketplace, and since many people were on
multiple lists, and got pitched on the same product by
dozens of marketers... all on the same day, the
distinguishing factors soon became the bonuses that the
affiliates were offering.
When any product launch has so many super affiliates
promoting the same product launch to the same customers,
the product becomes such a "commodity" that the bonuses
become what determines which marketer get the sale.
Soon, we had the "product launch bonus wars." Each launch
soon became a contest to see who could get the most
creative, and who could offer the most enticing bonus.. the
bonus with the highest perceived value.
It was at this point that many super affiliates began to do
their customers a big DISSERVICE. They began offering
product launch bonuses that made no sense. They began
offering product launch bonuses that distracted the
customers too much, and kept the customer from even having
time to use the primary product.
Some offered such huge bundles of "fluff" that their
customers would read a mile long page describing their
bonuses, be convinced that something in that long list was
something that they needed, and grab the package just for
that bonus. Often, those customers soon discovered that
they'd never use the bonuses, and then they were STUCK with
a bunch of useless clutter!
The criteria that conscientious affiliate marketers should
use is to offer bonuses that help a customer to get the
most use out of a product. The bonus shouldn't distract
them so much that they never even find the time to take the
primary product out of its shrink wrap.
In my opinion, selling someone something and then
overwhelming them with bonuses that keep them from using
the primary product is totally WRONG!
I believe this so much that when I noticed Jeff Walker
preparing for a launch of version 2 of his Product Launch
Formula, after confirming that it really is one of the
most useful products that many of my clients needed, I had
to ask myself, "If I recommend this to my clients, how do I
help them to actually USE the product?"
I think that is a very logical approach to deciding what
bonuses to offer with any product.
Don't you?
For example, I acknowledged that anyone getting Jeff
Walker's Product Launch Formula 2.0 would likely be
planning on doing a product launch. If they are marketing
online, they likely need help in planning that launch,
getting joint venture partners, and publicizing their
launch.
So, my "ideal" bonus for Product Launch Formula 2.0 evolved
to:
1) A "solo" email, promoting only their product, sent to a
list of 120,000 subscribers.
2) A live 2-day seminar where they are taught many of the
things that they need to know to both launch their product
and to continue building and running a successful online
business.
3) At least 2 hours one one-on-one consulting.
So, that's what I bundled as my bonus for Jeff Walker's
Product Launch Formula 2.0. My thinking was also that the
live seminar would put... as many as... several hundred
ideal JV partners in the same room.
My challenge issued to all affiliates promoting product
launches is to offer bonuses that actually help the
customer use the primary product and benefit from that
purchase. My challenge issued to potential customers
contemplating buying ANY big ticket item in particular is
to look for bonuses that actually help you to use the
product.
Buying a product just for a bunch of bonuses that you'll
never use is generally illogical. Buying a product that
comes with a bunch of product launch bonuses that distract
and detract from the primary product is counter-productive.
Offering your customers bonuses during product launches
that are inconsistent with getting the most use out of
that product is unconscionable.
So there you have my opinion on "product launch madness and
bonuses that make sense." If you're serious about your
business growth, I encourage you to give what I've just
shared with you some deep though.
Soul searching and intuition are good things :-)
----------------------------------------------------
Willie Crawford is an internationally-acclaimed speaker,
author, seminar and radio show host, and leading Internet
marketing joint venture and product launch expert. You can
learn more about product launches and how to get your offer
emailed to 120,000 at:
http://BestProductLaunchFormulaBonus.com
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