Okay, here is the post I procrastinated for a long, l o o o … o o n g time.
Please, don’t ask me, why I finally got moving and finished it today. It’s certainly not the sunshine and beach weather that prevented me from doing this earlier. If it were, I wouldn’t get anything done at all. We have dream weather here a lot.
However, if you insist asking, I will respond,
“It was Frank Kern. He is guilty of having me finish that post.”
You might or might not know who Frank Kern is. He is one of the most successful email copywriters and business strategists in the Internet marketing community. Many call him a guru. Last week Frank launched his latest product, an interactive e-mail list building training program. The launch strategy was interesting to watch. It gives us a hint regarding the very old question:
The Internet Marketing Arena was held hostage by Frank Kern, who was launching his latest product,
L I S T C O N T R O L (offer expired!)
‘LISTCONTROL’ is a one month interactive video training program for people who want to start an online business.
The course has a strong focus on email marketing and relationship building.
I made a quick teaser video about the launch.
Video produced by Mr. Blue Eyes.
Create your own video slide-show (↑) at animoto.com.
At the $1,997.00 price point it’s not an inexpensive program, but at first Frank Kern has a great reputation, secondly the buyer is protected with a rock-solid money back guarantee, and thirdly Frank addresses issues most beginners get stuck with in other courses, ebooks, and trainings.
In a live interview with video marketer and co-founder of Traffic Geyser (↑), Mike Koenigs, Frank said
[…] Listcontrol particularly covers beginner questions in module 1. […]
Something his famous and legendary product Masscontrol (fall of 2008 and 2009) did not teach that directly. But Listcontrol wouldn’t be a course by Frank Kern if very advanced topics weren’t covered. And this starts with content syndication in module 1 which is something beginners don’t need to worry about, but advanced folks will love to implement right away.
Major marketers in the Internet Marketing Community Promoted Frank’s launch
Such a launch stirs up the pot and while Frank’s affiliates feed the frenzy, others condemn such product launches altogether. There are usually three groups of people. Wait, really it’s four.
those who don’t notice the launch at all
It’s usually the non-buyers who loudly protest against that sort of product launches.
However, there are two critical facts to consider:
Launches work for many reasons (enough stories for another post.)
The largest group is people who don’t notice the launch at all. (6 Billion people or so; a product launch is very targeted and not a spam campaign.)
As usual with Frank — techniques get refined — this launch is different. I don’t have any accurate figures on the metrics, and I know Frank Kern would not talk about specifics before the refund period is over anyway.
… therefore, just a few comments from me as they came to my mind during the last couple of days.
He had produced at first 2,000 and then another 1,000 sets of his best marketing material containing 9 DVDs, a book, a 150 page special report, and a newsletter. Mid August 2008 he gave it all away for shipping cost only. Actually less than that, because it was a heavy box and Frank sponsored the cost out of his own pocket. This was not called a product launch, but a marketing experiment. A first time try for him and he, therefore, was not sure about the outcome at all.
The goal was to get as many new paying subscribers for his monthly printed newsletter as possible.
As everybody had expected the first offer of 2,000 sets was sold out in less than 1 hour (the kind of usual scenario with Frank's launches/experiments) and the feedback from his “new customers” was excellent. They loved the stuff.