Investment Course Product Launch Walkthrough

Jeff’s outline: ***Create a top running status bar with the step highlighted, and past steps
grayed out
Creating interaction #1
Creating interaction #2
Survey announcement
Survey
Questions
Testimonials (on final page of survey)
Anticipation #1
Sub-list “Concern #1” January 9th
Email Anticipation “Concern #1” January 9th
Sub-List “Latest News” January 12th
Blog Anticipation “Concern #2” January 12th
Email Anticipation “Countdown” January 12th
Sub-list “34 minutes to go” January 13th at 3:26pm eastern
Email Anticipation “Now Live…” January 13th at 4:01pm eastern time

Creating Interaction #1

You relationship to your list, prospects, and niche, is critical, and you want to build strong
relationships. There are a lot of ways to build relationships. One way is self revelation,
you tell them about yourself (e.g. your water main broke and had to get it repaired, your
dog is sick), and if you tell them some of the mundane/interesting things in your emails
and web copy, people get more attached to you (and will be more likely to keep opening
emails and following directions). One of the key ways to build relationships is to build
interaction, get them to respond to a stimulus. A health check for a list is how many
respond (positive or negative). If you can get them thinking about themselves when they
read your email, you are ahead of the game. Ask them “how are they, what do think about
this, hit reply now”

Examples from Jeff:

Interaction #1: The “false” personal message, sent via an autoresponder two days after a
new subscriber joins.

Subject: [[First name]]…from Jeff Walker

[[First name]]
Hey I noticed that you signed up for my “Six in Seven” course – thanks for signing up.

I hope you get a lot out of it…drop me a line sometime and let me know what you think.

Best regards,
Jeff
*It is a bit sneaky to make it sound personal, but it works well* Some people do figure
out it’s an autoresponder, but they have not responded angrily.

This doesn’t look like an autoresponder, and it sounds personal (which is what you want).
You will get a lot of people responding to this. When people write you back, make sure
you write back personally. This looks huge, and you build a little rapport. Also give credit
back to them for any ideas they have. This may loose effect if it gets saturated by mailers
in your niche, so be warned.

Creating Interaction #2
People love to talk about themselves. Ask for interaction. Ask them questions. How many
question marks are there in your publications? Use the P.S. to ask questions. Tell them
about interactions with readers…in other words, give them a model.

First P.S. Email: P.S. What did you think of this newsletter? Was it any good? Was it
better than your typical “Internet Marketing” newsletter? You’re darn right it was! So
then why haven’t you forwarded it to a friend yet? Send it along and tell them they can
get their own copy at www.site.com

Second P.S. Email: P.S. Please send me your questions – what two questions would you
like to ask me? What do you need help with?

Third Email:
[[First name]]

Well, after that last issue of “Six in Seven” I got a note from a reader of mine…she said I
was being a tease!

*This shows people that people are writing back to you and showing them how to model
the interactions.

Interaction question example: *Put these in the body of your content email to your list*”I
want to know what are the top two or three questions you have about investing. In other
words, if you could sit down and have lunch with me, what are the top questions you
would ask me?

Now I can’t promise an individual answer to your questions – with so many thousands of
subscribers, there is no way I can do that. But I can promise you this…I will personally
read all your questions, and I will try to incorporate them into a future newsletter.”

*At the end of the email* That’s it for now…remember to send me your investing
questions. Hit your “reply” button right now and let me know what your question is.

*Another end of email example* One last thing – I really want to know how I can help
my readers the most. I want to know what your top [Niche specific] questions are…if you
could sit down and have lunch with me, what are the top two questions you would ask
me? Hit your reply button now and send them to me…I guarantee that I will read them,
and I will try to answer them in a future issue of the [Newsletter name].

That’s it for now…look for your next issue in the next few days.
Best regards
Name

Another way to create interaction is to have a personality in your communications. You

need to have some warmth, and be human. Avoid corporate speak at all costs. Show real
human emotions and let your personality shine through. You can use an alter ego if you
want, but real tends to be more genuine.

So building relationships is about that self revelation, having a personality, and creating
interactions. But really it’s about how do you build any relationship? Look at your list
that way. Think about warming your list before launches, like you would any other
relationship (e.g. you want a raise you buy them chocolates and work harder for a few
weeks). So you can give your list gifts, do them favors etc. It looks bad if you don’t talk
to someone for 20 years then call up and ask for money, it’s the same with the list. So be
sure to warm the list ahead of time.

Pre Launch Survey (Survey announcement and survey)

Take low hanging fruit. Ask what people want and sell them that. Get your finger on the
pulse of what your readers want. You want to define the product clearly and build that
relationship as you do it.

When people are telling you’re their top 2 questions and concerns that is clearly the hot
spot to focus the item. Whenever you get questions from subscribers, keep them organize
in a “questions” folder and go over them. You can also consider offering free copies or
bonuses if people reply and give you feedback.

Once you get the list narrowed down to the top products people want. Break it down and
send another questionnaire to another subset of the list. Jeff does not offer rewards for
people taking the survey and he gets a good response, but you can if you want to.

Example Survey Announcement: “Hi there,

Jeff Walker here. We will be sending [Niche newsletter] update in just a little bit. But first
I need to as you a favor…

We are really close to wrapping up our long-awaited XYZ manual. We will be releasing it
in early January [this is a non-threatening way of letting them know something is really
coming – a good hint drop that is very subtle and doesn’t have a sales pitch feel and starts
to build anticipation]. But before we do, we have to ask you a couple of questions. Can
you help us out?
You can answer the questions here (and get a little more detail on the XYZ manual) at
this link: www.site.com/question.htm [make it end with QUESTION]

Thanks
Jeff”

Use Survey Monkey.

Survey Questions
*Sent out a month before the final product was to be launch – lets people know it’s a
solid product coming out*

Hi,

We are VERY close to finishing our long awaited XYZ manual.

We have literally been working on this for more than 4 years now…but we are finally
going to wrap it up. We will be releasing it in early January.

The course is entirely focused on “[Topic]”. It will include two printed manuals, eight
audio CDs, and one computer based video tutorial CD [they have been teased before and
now they know what’s coming]…it is going to be a complete brain dump of everything
that I know about “[Topic]”.

We are going to cover all the ways that we use to generate our [TOPIC RESULT], and we
are going to show you exactly how we [TOPIC RESULT].

HOWEVER, we need your help. Before we finalize everything and send it off to the
printer, we need to make sure we have covered everything.

That is where you come in…please take a few minutes to answer this super-short survey
– there are only two questions we need you to answer:

1. What are your two top questions about [XYZ] that we absolutely need to answer
in this course? *The key here is identifying objections of why they don’t want to
buy
2. What type of computer do you use? Check all that apply (PC, MAC, LINUX,
OTHER SPECIFY)

>> Next Page on Survey

Thanks for your response, that’s what we needed!!

If you want us to contact you as soon as this [PRODUCT] is ready, leave your name and
email address below.
We will NOT share your email address with ANYONE for ANY reason.

1. What is your first name?

2. What is your last name?
3. What is your email address?

Testimonials (final page of survey)

>> Next Page On Survey, the Testimonial Cruncher [Getting Testimonials after the
survey]. [You don’t want testimonials to be “You are great”. You want long and detailed
testimonials that explain their situation, and how your product/service helps them.]

OK, we got it – thanks, we will be in touch! [This is a conversational tone. You never
want to require people to give you testimonials. You have a relationship with people and
these are your top customers, so don’t make them feel totally coerced. Plus they will feel
the testimonials are fake if you twist their arm for them. By burying this page deep in the
survey, only the most determined people get to even see the option as they will be the
raving fans, it filters out the casual readers. You can consider creating a special report
before getting this far in the launch, and then get testimonials based off of that. This gets
people in an interactive mode, builds a bit of trust, and now is the perfect time to ask for
testimonials.]

One last thing and this is optional:

We have lots of RAVING fans, but since our [Topic] course is brand new we don’t have
any testimonial letters from any of our raving fans.

Perhaps you could help us out with a testimonial for the [XYZ topics] that we publish
every day [or whatever]. It doesn’t have to be too involved…here are a couple of
examples:

“Jeff: this note is long overdue…your [XYZ topic newsletter] continue to be simply
amazing. They give me the edge I need as I go into [XYZ] every day. I don’t think I
could trade profitably without them”

Tom Pink
St. Clair Shores, MI
---

“Thanks so much for your updates!! They make me money. Today I was just watching the
[Thing], wondering when it was going to stop. But after your second update I jumped
into action using your [XYZ trick]. As you predicted when I used your [XYZ trick] I got
the [RESULT].

Shelly Long
Orlando, FL
“Jeff: OK, I give up! How do you guys do it with your [XYZ trick]? I have been a full
time [ABC] and I have NEVER seen the kind of accuracy that you guys have day in and
day out.

This morning was a perfect example. Your support on the [Topic] was only [RESULT]. I
couldn’t come up with any logical reason why that was. But yet it happened just like you
explained it should.

This is starting to drive me crazy…how do you guys do it???”

David S. Winters
Santa Cruz, CA

1. Can you give us a testimonial about our [Topic newsletter/service/report]? If you

do it may appear on our web page, attributed to your name and city. Enter your
testimonial here.
2. Name [confirms you can use their name for this purpose]:
3. Your city and state/province (or city and country)

Sub List Concern #1 January 9th

You start tickling them at the beginning, then you start to get heavier and heavier.

When you answer objections you also need to turn it into a sale message.

Here is an example:

Subject: XYZ Concern #1

Hi {!firstname}

In my last email I briefly mentioned the three concerns that we have been hearing from
our readers about our [XYZ] course.

By far the biggest concern seems to be that by releasing this [XYZ] course, it will kill the
effectiveness of our techniques.

This is something I have thought quite a bit about for a long time…to find out exactly
what we are going to do about it, read our update here: www.site.com/course [This is
about letting them know you are in this together and that this launch is ‘getting out of
hand’]

This is a pretty important update as it could definitely impact the availability of the
course – and your ability to get a hold of it…so be sure to take a look. [A scarcity and
anticipation plug]
Best regards,
Jeff

From Jeff’s survey he found most people were concerned that techniques were going to
become less effective if everyone starts using them. Jeff uses a blog, which doesn’t look
like a sales letter, do address concerns and objections. You can use some objections as
reasons to limit things (e.g. so the techniques don’t become over-used) and have a reason
why you are limiting things.

Concern #1

We have heard three major concerns from our readers about the impending release of our
course. This will address the #1 concern.

Concern: If we publish our course, then our killer techniques will stop working.

Background: A couple of months ago we let it slip to or readers we were getting ready to
release a course about our [XYZ] techniques.

That little note in our update set off a bit of a firestorm of email from our readers [A
social proof plug. It tells readers that people are responding and there is lots of interest.
Also puts in the back of their mind that there is lots of demand and since things will be
limited they will want a copy]. And surprisingly enough, the biggest concern was one we
just hadn’t anticipated. Our readers told us they were worried that once we published our
trading course, it would “let the cat out of the bag”…and our techniques would stop
working. [This gives a reason behind limiting things, and creating a scarcity plug].

And to tell the truth, that is something I have struggled with…and one of the major
reasons we took so long to publish this trading course. [“We are all in this together”]

But about a year ago I came to terms with this concern and decided to move forward. We
didn’t want to kill the goose that was laying the golden eggs, but since our techniques are
based on exploiting basic human emotions we didn’t really think the techniques would be
compromised by publishing this course. [Expressing that the ideas work but there were
concerns, but he ‘came to terms with them’]

However, hearing our readers concerns got us a little bit worried again. After all, we have
to worry about both our techniques and our other XYZ business. [Social proof]

Solution: So given that background, we decided to take a rather unusual step. We are
going to severely restrict the number of courses available…at least initially.

The number that we finally decided on is 350 copies. In addition, they will only be
available for two weeks.
Once those 350 courses are gone OR once those two weeks are up, we will stop selling
the course. [This sets a time limit and a quantity limit]

At that point we will take a break of 4 weeks to see if we see any negative impact on the
effectiveness of our techniques. We will be watching the [XYZ factors] most frequently.

What I personally believe (and hope) is that we will not see any effect at all. One of the
main reasons I fervently hope there is no impact is that I would rather sell a whole bunch
of these courses to pay us back for the years of work we have put into it. HOWEVER, if
we are seeing a negative impact, we will put it on the shelf permanently.

If (and I hope when) we do open our course back up for sale, we will be raising the price
drastically – eventually to $1000.00. This course is just not something we are looking to
sell thousands of…we would rather keep distribution low. Raising the price will have two
effects – it will limit the number we sell just by virtue of the price, and it will help pay us
back for the enormous effort that we spent creating the course.

Bottom Line: We are going to act to maintain the integrity of our [Topic] secrets
revealed in this course. We don’t think that releasing this course will negatively impact
our publication…but if it does we will stop selling the course.

Initial sales will be limited to 350 copies OR two weeks from when start selling the
course. In addition, we are not allowing ANY outside promotion. The only people who
will know about this course are those on our internal mailing lists.

Stay tuned for more details. Our anticipated release date is this Thursday, January 13th.
The best way to stay informed about the release of our course is by joining our
announcement list…see details immediately blow.

Course Announcement List

If you haven’t already joined our [Topic] list and gotten your sneak preview of the
course, just enter your name and email address and press the button that says “submit”.
Name:
Email:
Submit

(Don’t worry, we will not share your email with anyone).

Regards
Jeff Walker

---

Email Anticipation January 9th

Here is an email sent out 4 days before the launch for the above product:
He used a soft “Paul Harvey” [sneaked commercials inline with the content of the
program] again to tell them about the concern #1

After his normal newsletter email, he added this at the end

---///---
Course Update

I have just published the update on our upcoming course that addresses the #1 concern
we have heard from our readers. We are only a few days away from the release of the
course, so be sure to read this critical update. You can see it here:

www.site.com/course (goes to blog post)

---///---

Make sure you don’t send the same thing to the sub list and the main list. The one he
mailed to the sub list he actually named what the objection was.

Jeff had 2 lists. Purchasers and non-purchasers (prospects). He let the non paying
subscribers get a delayed trial newsletter.

Here is what he sent his delayed list (which was a little later than normal):

Hi,

This update should have gone out last Friday after the market closed instead of late
Sunday night…my apologies about that. I suppose that I just got too wrapped up in all the
last minute details of our brand new course. [Letting them know it’s this big tsunami that
is just getting out of control]

If you haven’t joined our course announcement list, and you haven’t been following the
ongoing saga as we roll out this new [Topic] course – well, I just published a major
announcement that covers the #1 concern that we have been hearing from our readers.
You can check it out at this link:

www.site.com/course/ (directs them to the blog)

Getting back to this very Delayed Update…it really is a shame that I am getting this to
you so late…we had a fantastic [XYZ] day on Friday: we were looking to [Niche Topic]
and that definitely worked well.

In any case, you can read the update below…

Best regards
Jeff
Sub-list Message “Latest News” January 12th
Sent to people who joined the “announcement list”. Sent January 12th…1 day before the
launch

Hi

Things are moving pretty fast now with our course. I just wanted to give you a quick
update…

First off, we now have an official launch date and time:

** Thursday, January 13th at 4:00pm eastern ** [Jeff’s product is a traders course, and
this is the time the market closes, so people will recognize this and that he is not trying to
hard sell them at some time that is inconvenient for them. It’s like “hey, we are in this
together”]

As I write this, it is just a little over 24 hours away!

It has been a long road, and I still have a few details to square away, but it is going to be a
huge relief to get this launched and get it out into our reader’s hands. [Anticipation copy]

In the meantime, you can watch this page as we get closer:

www.site.com/course/countdown.htm

It will automatically redirect you to the order page once we start taking orders.

Also, if you haven’t noticed, we have been updating our course “news” site quite a bit…
here are some of the things I have posted.

-Concern #1…many people are concerned that once we start selling this course then the
techniques will become less effective once they are widely known. We are addressing this
concern by limiting the number of copies we are going to sell, at least initially. More
details here:

www.site.com/concern-1.htm

-Concern #2…some people are worried that the course will be “too big” and too hard to
understand (or that it will only be for professionals). I answer this question here [Jeff
reflected and figured he should have addressed this concern in a separate email a few
days before]:

www.site.com/concern-2.htm

-And if you haven’t gotten your sneak preview…you can download it here
www.site.com/sneak-preview.htm

-Finally, I uploaded a “Spy Photo” of the entire course. Of course, it isn’t really a “Spy
Photo”…this is just a snapshot I took after I got a little too excited when I saw the first
copy of the course. You can see the “Spy Photo” here

www.site.com/spy-photo.htm

Jeff then crushes the next objection in his next blog update. Again, the blog is written in
plain speak and it does not give off the sales feeling. This is important because he is
covering concerns before people get to the sales page, and he is covering it in a very in
depth.

Blog Anticipation “Concern #2” January 12th

Concern #2

This update covers concern #2 about our course.

(We already addressed the #1 concern (that “we were going to let all the secrets out of the
bag, and they will stop working” at this link)

Concern: This course is so big (2 books, 8 audio CDs, 2 video CDs) that it will take a
PhD to understand…and it will only work for professional [XYZ] people. [This is
building value that the course is so darn big!]

Background: When we released our “Spy Photo” of the course, lots of people were
stunned by the size of the course. I got all kinds of email from people worries that they
wouldn’t be able to take it all in, or they wouldn’t be able to understand it. And lots of
other folks thought you need to be a professional [XYZ] to understand it.

Answer: While the concern is understandable [you never want to make it the prospects
fault, you always want to take the burden off of them], this is clearly one of those “no
worries” situations. This course is easy to grasp, and it will be immediately useful to
professionals and beginners alike.

Yes, this course is big.

Yes, there is a lot of material.

However, it is extremely understandable.

I will give you an example. Many of you have had the pleasure of working with Mary,
our administrative assistant. Mary is very good at handling all the administrative details
that is takes to run this business. Those are details I would surely mess up…thank
goodness I don’t get anywhere near them. [This was used because most of his list was
paying subscribers who have dealt with Mary for something, seminars, calls, etc]

However, Mary is one of those unfortunate souls [Niche lingo, builds rapport] who has
no interest in the [Niche], and no knowledge of it whatsoever.

But since Mary is a fantastic proofreader…she became one of our principal proofreaders
of the two books in the course.

In her own words, Mary was “dreading” proofreading the course. She has not interest in
the material and she thought the books would be dry and boring.

But after reading the course, Mary said:

“I was completely surprised by how interesting it was. And I was stunned that I
understood everything so well. I almost feel like I could teach a course on it now”

And here is the kicker – Mary just saw PART of the course. She has just read the books…
[From here on down he starts building value with sales copy]

She didn’t read the “Quick Start” guide, she didn’t listen to the audio recordings (which
do an excellent job of expanding on the books). And she didn’t watch the videos (which
are SUPER powerful and VERY easy to absorb).

Both the audios and videos do a fantastic job of building on and reinforcing the material
in the books.

One thing of note, is that the techniques that we use for [Niche thing] will work on
virtually ANY time frame. [Let people know it doesn’t work for just you and your
situation, but is applicable to them and their situation].

In fact, in the books and videos we use examples based on [XYZ, ABC, LMNOP, and
QRST]. And we use examples from the [ABC and XYZ charts all the way up to the
LMNOP charts]

Of course, we do spend a lot of time on our [Niche topic] but the point of that this course
will for you no matter what your [Niche Situation] is. [Covers the “it’s not going to work
for me” objection]

That might sound unbelievable – but what we are going to teach you in this course is how
to [ABC]…and how to profit from that [ABC].

Bottom Line: While the course is very thorough and has a huge amount of material, it is
very easy to understand. And it will work for professionals and beginners alike.
Stay tuned for more details. We will be releasing the course on Thursday, January 13th at
4:00pm eastern time. The best way to stay informed about the release of the course is by
joining our announcement list…see the details immediately below…

Course Announcement List

If you haven’t already joined our [Topic] list and gotten your sneak preview of the
course, just enter your name and email address and press the button that says “submit”.
Name:
Email:
Submit

(Don’t worry, we will not share your email with anyone, we respect your privacy..).

Regards
Jeff Walker

Email Anticipation “Countdown” January 12th

Jeff put up a countdown timer and in the PS of the “latest news” sent the same day to the
sub-list he gave a link that leads to the sales page which has the countdown timer.

Sub-list “34 minutes to go”

Sent to people who joined the “announcement list”. Sent January 13th at 3:26pm
eastern…just minutes before the launch.

Subject: Course: 34 minutes to go

Well, it is just about launch time for the course.

I basically stayed up all night writing a letter for you that explains everything you are
going to get as part of this course.

Well, I actually did sleep from about 4:00am to 6:30 but it felt like I was up all night. :-)

It took a lot longer to write this letter than I thought it would – primarily because there so
darn much in the course.

And I have to warn you…I ended up with a really long letter. [It was a 28 page sales
letter, so he’s trying to prevent them from getting scared by a super long letter]

Please forgive me for the length. I know that a lot of you already know you want to order
the course immediately…if that is your situation, then just skip to the bottom, fill out the
form, and place your order. [Social proof, he’s expressing there are people all ready to do
that]
On the other hand, I know that some of you really want to see everything that is included
in the course. If that’s you, then I have done a pretty good job of explaining all the
various components of the course.

If you fall in this latter category, there is one thing I want to stress…I am sure we are not
going to sell out all 350 copies in the first hour or two, so don’t feel too frenzied when
you are reading the letter. [A backhanded scarcity plug, he’s telling them not to feel the
scarcity but really he’s driving it home]

Take your time and go through the entire letter. In fact, I suggest that you print it out – it
will be a lot easier to read that way. Check out everything you get in the course before
you make your decision. [Of course you want them to spend as long as possible on the
letter, it’s the sales letter]

Instructions: [Makes this look like a public service message, not something you are trying
to sell people on]

Barring any last minute technical difficulties, we plan to release the course at
*EXACTLY* 4:00pm eastern time.

I will be sending out a direct link to the letter later on, but the best way to get to it this
afternoon is to go to our Countdown page.

This is the link to the countdown page:

www.site.com/countdown.htm

Remember, you have to REFRESH that page after 4:00pm eastern to get to the course
product page.

Best regards
Jeff

Email Anticipation “Now live…” January 13th

Sent to the primary list January 13th…within 1 minute of the launch. Note this was the
first “stand alone” ad that he sent to the main list.

Subject: [Niche] Course now live…

Just a super-quick note. Our course on [Niche Topic] is now available. You can check it
out at this link.

www.site.com/sercrets.htm
WARNING: That is a pretty long page. I tried to keep it short, but describing all the
components of the course took a lot of space.

Best regards
Jeff Walker

Sales Letter Walkthrough

It was a long form sales letter.

Standard red headline “How to identify and trade the emotional flash points that turn the
market (any market, on any time frame)”

followed by a Johnson box with a hook.

“It’s finally ready…it’s been more than eight years that our readers have been asking us
to reveal our secrets.

It’s been more than 4 years since we started creating the course.

And now we are going to break our silence and “spill the beans” to show you how to
identify and trade the key price zones that turn markets in any time frame and any
market”

Followed by a hero shot.

A little down the letter he adds an “all in this together plug” in a green Johnson box: “You
see, I figure this is a letter among friends. The only people who are going to see this are
subscribers or past subscribers to one of our newsletters. And the odds are that at one
time or another we have either talked or exchanged emails

So I am going to treat you like a friend here – and that means I am going to leave out all
the hype that those marketing folks tell me to put in.

There is a lot of information in this letter. That is because I want you to make an informed
decision…we have a limited number of courses available (more about that later), so I
want you to be sure about your decision when you order the course.

With so few copies still available, I don’t want to send one to the wrong person. So let’s
get started…”
[Throughout the who process Jeff sells the process of the NEXT STEP. “Make sure to
watch for the next email/blog post etc, and here he is selling people on reading more]

Later on he has a section Why You Shouldn’t Buy This Course… [This is pure
takeaway sales copy, intimidation copy. The takeaway sale can be very effective, and
doubly so with the scarcity play. The takeaway sale is a Jeff Walker favorite]
After some copy he then throws in a whole batch of testimonials in the middle of the
letter. And these are the testimonials he got from the survey.

Farther down in the letter he has a section Two “Gotchas” To Keep In Mind where he
really hits them with scarcity. And then he explains why the course is limited etc.

Right below the above section he has a section “350 Courses or Two Weeks” where he
hammers the deadline and scarcity plug. A number and a date (which he gave as January
27th) works well, as some people will wait for the last day, while some will want to get it
before the copies sell out. For most launches you will want to sell as many as you can,
and not limit to a certain number of copies. Consider putting a “price raise” deadline
though or taking away bonuses.

A little later he talks about what happens after the deadline (the 4 week wait and
analysis). The course may potentially be gone forever, and if it comes back, it will be
$1,000 for a copy (which is still worth the course). [He is anchoring them and letting
them know it’s a bargain right now]

Then he offers two surprise bonuses on the letter which he never revealed until now. You
want to hold some things back until the launch day. The first bonus was for the first 100
purchases. This is a tiered bonus that has a social proof element “Wow he’s already sold
100 courses” and he likes to make bonuses go away that adds to the scarcity element.

His second bonus was the 3 free months of on going coaching (which he can turn into a
continuity program).

*Pre-Launch Sequence Complete

Now: Launch Sequence

Early Results

Problems:

Jeff’s first problem was the old page got cached and the refresh does not work and people
don’t get the sales page when it goes live.

Turn every pot hole/bump into part of the story and profit from it.

So what Jeff did

Email Follow-up #1 – “Tsunami” Sent to sub-list 7:26pm on January 13th

This is about letting people know there is a huge wave just sweeping you all together in
this big thing that’s bigger you and you are just trying to stay a float.
Subject: Course: Crazy Times…

OK, we are now officially “launched”…and things are pretty crazy around here.

We were basically getting one order per minute for the first hour, but things are slowing
down. Good thing…otherwise we would go through all 350 courses in the first few hours.
[Reminding them about scarcity]

Just a couple of things…I wanted to give you the direct link to the letter describing the
full course [Note he didn’t say SALES LETTER, because it’s a “letter describing the
course”]:

http://www.site.com/course.html

Some AOL subscribers had trouble getting through on the redirect link right at launch
time.

After a flurry of quick emails [Social proof, and he’s showing that he’s working hard with
them to keep things going smoothly, as the tsunami is taking over], we figured out that
problem was AOL “caching” the old page. That basically means that they were storing
the page locally on their server and then serving it up to their users. Unfortunately…they
were storing the old page. In any case, the link above should work for everyone.

Finally, I just wanted to give everyone a heads up…on of the bonuses that comes with the
course is a follow-up live teleseminar in late February. That catch is we only have 100
links available for the teleseminar, so only the first 100 people will get into the seminar.
[This was an unannounced bonus that only appeared on the sales letter, so now he’s
telling them in the email so those that didn’t read it get it now]

As I write this, everyone who has already ordered is among the first 100 – they are all
“in”. [Scarcity, if you have already bought this ‘relax your in’, he’s ostensibly talking to
his buyers, but he’s really creating scarcity for those who haven’t bought].

If you haven’t ordered yet, then there is still room. However, the “seats” are going fast so
I can’t guarantee how long this bonus will be available. My best guess is that the “seats”
will be gone sometime by Friday.

By the way, it has been a long time, but I am pretty sure the last time we have a
teleseminar, it cost $197 just for the teleseminar. [Build scarcity and value]

Here is the link one more time.

www.site.com/course.html

Email follow-up #2 – sent to main list at 11:45pm on January 13th

This was then sent to the prospects list (his delayed list) the next day at 6:20pm. The
bonus is going away…

First, a quick heads up in case you missed it…

One of the bonuses that comes with our course is a follow-up live teleseminar within late
February. The catch is that we only have 100 lines for the teleseminar, so only first 100
people will get in on the teleseminar.

If you haven’t ordered the course yet, there is still room to get in on that teleseminar
bonus. However, there are just a handful of “seats” available so act quickly…

Here is the link:

www.site.com/course.html

By the way, it has been a long time, but I am pretty sure the last time we have a
teleseminar, it cost $197 just for the teleseminar.

---Rest of news letter---

---At the end of the news letter---

Well, we had the [XYZ on niche] for a week, and those are changing like we said they
would.

If you want to learn more about how to [ABC] you need to learn to see things ahead of
time for the [XYZ] issues [He is handling objections]. All this is covered in our course:

www.site.com/course.html

Or call use at 1-800-555-5555 (or if you are outside U.S. and Canada, our regular line is
905-555-5555).

Email follow-up #3 – sent to the main list at 4:00pm on January 14th

Two things…[Be very conversational in your copy, you want the feeling like you are
writing to one person, not a list. Word it as you are sending to one person and think of it
that way when you write it. Don’t be stuffy in your copy].

First something we for to mention on Thursday night…the market is closed Monday for a
holiday. That means we will not be publishing an update on Sunday night. Our next
update will be Monday night.
Second, I should have mentioned that this Thursday night but I didn’t want to pester
you…

I know many of you have already secured your copy of our course. For those who haven’t
I just wanted to give you a heads up in case you missed it…

One of the bonuses that comes with our course is a follow-up live teleseminar within late
February. The catch is that we only have 100 lines for the teleseminar, so only first 100
people will get in on the teleseminar.

Those first 100 copies are almost gone – there are just a handful left. Something to think
about if you are sitting on the fence.

Here is the link

www.Site.com/course.html

Regards
Jeff

Email follow-up #4 sent to the sub-list at 4:15pm on January 14th

[Remember, the sub-list is the group that asked to be ‘pitched hard’]

Hi

A quick update

It is tough keeping a handle on the numbers – things are just moving a bit too fast right
now – but we are getting really close to selling out the first 100 copies.

That, of course, means that bonus follow-up live teleseminar with us will be sold out
soon. Only the first 100 buyers will get in on that teleseminars (because we only have
100 lines available).

If you get to the web page and the teleseminar bonus is still listed at the bottom of the
page then it is still available. Once the 100 spots are gone, we will note it on the web
page. You can check here:

www.site.com/course.html

Finally, with the holiday on Monday, we are going to have minimal staffing in our office
over the weekend. We might have someone on hand to take orders (and it might even be
ME!) [People like to touch the hem, people will see you as a celebrity if they do things
right, and people like to talk to you so they might get to talk if they call in]…but there is
not guarantee that you will get someone if you call. You have my apologies in advance.
Your best bet is to place your order online. [Take away sale: you need us more than we
need you, and he’s only going to have minimal staff] Here is the link again:

www.site.com/course.html

Regards
Jeff

Email follow-up #5 sent to the sub-list at 4:15pm January 17th

Sent to the sub-list. Camtasia video announcement.

Subject: Course – The Video

Ok, I have a bit of a treat for you…an online video showing our [Course] methods in use
on real [XYZ]. In fact this video includes a full weeks worth of real time action on it.

But first, I want to give you a quick update…

I know that many of you have already ordered your course. Look for an email from me in
the next day or so…we are working hard to get all the courses shipped. [For people on
the fence who are on the outside looking in, he is telling them that he is communicating
with the buyers, it is a social proof sales tweak]

If you haven’t secured your course yet…well, you better act soon. You have already
missed out on the teleseminar bonus [Social proof that people are buying and the 100 first
copies are gone, and he’s showing people they are not going to be alone in buying it, it
also acts as the ultimate take away sale and he really did take something away and he
about to take the course away if they don’t act now], and if you delay much longer you
are going to completely miss the course.

Right now I am estimating that we will be pulling the course off the market even earlier
than anticipated – maybe as early as this Wednesday or Thursday.

OK, on to the video…it’s fairly large 12mb [its 2005…]

However it is worth the wait, the video is just over 13 minutes long and as all kinds of
meaty content in it. Here is the direct link.

www.site.com/video.html

The direct link to get the course is:

www.site.com/course.html
Consumption Video

In his video he gives some information, and starts to handle objections within the content
of the video and he also gives effective examples of the course as ‘meat content’. He also
talked about email interactions [Social proof].Build in value of the course and the sales
letter in the close of the video.

After the video closes it opens up to the sales page.

Last Chance Emails

Email follow-up #5 sent to the sub-list at 11:29pm January 17th

Subject: Course: News and Phone Calls

Hi,

OK, first a couple pieces of news – and this is the classic “good news, bad news” routine.

First the bad news…due to the large volume of sales, the deadline for ordering our course
has been tightened considerably. The deadline is now Thursday, January 20th at midnight
eastern time. [Social proof, he’s selling “too many too fast”]

As I type this, that is 48 hours away.

Once we hit that deadline, I will pull the course off the market. I explain the reasoning for
this in quite a bit of detail on this webpage:

www.site.com/concern-1.html (his blog post)

OK, now the good news…if you have been following along, you know that the first
group of folks who purchased the course are getting access to a bonus live follow-up
teleseminar for the course.

Well, that bonus is no longer available – in fact it is long gone. We only had a limited
number of lines available for the call…and once they were filled up we had to stop
offering the teleseminar bonus. [Social proof that a lot of people have bought]

HOWEVER, sometimes our readers have the best ideas…one called up and suggested
that we offer the RECORDING of that teleseminar to the folks who aren’t going to be on
the call. Well now…why didn’t *I* think of that?

So we have now added a bonus to everyone who buys the course. This applies to
retroactively to people who already bought the course, and it applies to anyone who buys
it before the deadline on Thursday.
Here is the link to get the course:

www.site.com/course.html

Finally, I had a bunch of interesting calls today from people who were purchasing the
course. I would like to tell you about some of them, but I don’t want this to get overly
long – so I am going to hold off until tomorrow…

Best regards,
Jeff

On January 18th the email (newsletter) he sent to his main list included a sub that
mentioned the new course deadline in one sentence with the date and a link to the site.

Email follow-up #6 sent to the sub-list at 11:21pm January 19th

Subject: Course – Time Frames

Hi,

As we wind down to the ordering deadline for the course (now less than 24 hours away)
[Scarcity], I wanted to tell you about a few of the phone calls I have had in the last few
days…[Showing the interactions he had with people]

The first couple of call were almost identical. They were from a couple of folks who trade
on a bit longer term. One is really more of an [Niche person type] who does [XYZ], the
other was from [Another niche person type] who does [ABC].

Both of them had the same questions…will the course techniques work for me?

And the answer is…ABSOLUTELY!

You see, there is one underlying thing that drives every [ABC] in the [Niche topic]…and
that is [LMNOP].

Sometimes people thinking that [XYZ] and [ABC]. Well, that may be the case, but
behind every [RST] there is an [LMNOP] that you can use to [EFG]. [He is handling the
major objection and explaining how his course overcomes that issue].

More content + handling objections.

Remember: We are pulling the course off the market as of Midnight Thursday, January
20th.

Ultra Last Call Emails

In the next email to the main list (the night before the course is closed) he mentions the
above “Remember” notice.

On January 20th 5:15pm he sends a LAST CHANCE notice above the newsletter to the
main list: Last Chance: Course DEADLINE in less than 7 hours. The deadline is:
Midnight eastern time, Thursday January 20th. Get more details here at
www.site.com/course.html (he also has another call to action at the end of the email)

Last minute reminder to the sub-list sent 5 hours before the course is taken off.

Subject: Course Last chance…

Just a last minute reminder here…

If you haven’t already secured our course, you only have a few hours left. The deadline is
midnight tonight, Thursday January 20th.

As I write this, that is less than five hours from now.

Here is the link:

www.site.com/course.html

Best regards,
Jeff

Jeff sent a total of 12 emails in the space of 1 week.