Everyone wants to learn how to sell, so why not learn how I sell to you?
My marketing is pretty simple. I market to myself. I shelled out $200 for Wim Hof’s video course without blinking. Why? Because he demonstrated his course was good through free instructional videos, and didn’t spam me or attack me with pop-ups.
A lot of people, myself included, will buy a product simply because we like a guy. We don’t spend hours trying to reverse-engineer it. (That time is better spend making money than “hacking” some dude’s course by spending hours piecing together blog posts and videos.)
Thus my overall marketing strategy is based around these principles:
- Give away a bunch of free information.
More is better. It’s hard to give away too much. Giving away information demonstrates your value while also letting people tell you why you are wrong or right
- Announce that a product is coming.
You can’t create scarcity with online products. The marginal cost of creating new digital products is $0. Don’t lie to people by claiming you’re going BACK TO THE VAULT for a freaking ebook. If your ebook is only out for 48 hours, people will just torrent it.
You must therefore generate some hype before your product is launched. It’s even OK if your product is “late.”
Gorilla Mindset was six months “late,” and that actually boosted sales, as pre-hype demand was through the roof.
- Pre-sell the product with bonuses, add-ons, and sometimes a discount.
You want people to buy your product all at once if you want it to tip over. People love to hate Malcolm Gladwell, but read the Tipping Point to understand why it’s important to get people buying all at once.
Gorilla Mindset, for example, has hit its first tipping point. Friends have been emailing and texting me to say, “My brother recommended Gorilla Mindset to me. He had no idea I knew you!”
Even if I died today, Gorilla Mindset would sell copies forever.
While you can’t use scarcity on a digital product, you can use scarcity for your bonuses and up-sells. For example, I gave a free live webinar to everyone who pre-purchased Essays on Masculinity.
- Ensure your product exceeds expectation.
Ask a lot of questions and answer them. If you’re answering questions, people will love your product.
I also hired a professional video and sound editor. The course, along with another film project I am working on, is going to run around $15,000 in production costs.
Some will say it could be done less expensively, but my business is focused on quality than saving a few bucks.
- Anticipate objections.
People will complain, broadly speaking, about price or quality.
Right away you’re wondering how the video series will be different from the book and audiobook. As I produce and then launch the course, this is my mantra: Include material that is not covered in the book!
The private Facebook group is a bonus only people who buy the video course are eligible for. The Facebook group alone is worth the price of the course.
Others will say the course is too expensive. There are many ways to overcome these objections, but that turns you into a used-car salesman.
My standard answer to price objections is straight-forward. No one ever needs to buy a book or video course from me. Read Danger & Play for free. As you become more established in life, buy the book and video course.
If you never want to buy anything, cool.
For me a product launch isn’t a quick cash grab.
Gorilla Mindest is going to be around for years.
If you keep reading for years, eventually you’ll buy.
There’s no hurry.
- Tell a story about how your product was created.
We love behind-the-scenes footage; think HBO 24/7 or UFC pre-fight videos.
This post is a behind-the-scenes look at the Gorilla Mindset video course.
- Launch your product.
[More on that in the weeks ahead.]
To market to intelligent people, you must be up front with what you’re doing.
I have no issues showing you exactly how I sell.
In fact, I have to.
You’re too smart to fall for HUGE HEADLINES in multi-colored fonts offering LIMITED-TIME deals as demonstrated by a ticking clock.
My launch sequence is already written, and I’ll be posting my exact marketing techniques right here on Danger & Play.
(Unless it bores people. Let me know if you want more of this type of information.)
I emailed my list asking them what their top question is.
My first step accomplishes two goals at the same time.
As part of the course, I’m going to offer bonus Q&As. The questions that get asked most frequently will be added into the course.
By including video content addressing the challenges you actually gave me, the course is sure to be a hit.
Moreover, the email pre-sold the Gorilla Mindset video course.
People know a course is coming, which adds some hype and anticipation to the launch of the course.
Here is the email. By the way, feel free to post your questions in the comments!
(The email I sent out today.)
If You Could Only Ask me One Question…
Holding Gorilla Mindset seminars in London and Los Angeles has helped me improve the content of Gorilla Mindset. Rather than launch an updated version, I’m going to release a video course. In fact I hired a film maker to create a professional quality product.
Each chapter of Gorilla Mindset is covered in a video. I’m also including some bonus material.
The Gorilla Mindset video series will come with some perks:
- PDFs of every book I have published and will publish in the future,
- A private, members-only Facebook group,
- Updated Q&A videos.
The latter point is where you come in.
What is one question you have?
You can ask a specific question.