How Jeff re-launched an old product and made $2,500,000

Bryan Harris —  Bryan Harris - June 16th, 2016
Note from Bryan: Last year I met Jeff Goins for the first time at a little BBQ joint in Nashville. At the time I had no idea who he was or that we’d become good friends. But since then, Jeff has gone on to help me countless times. He’s a great guy, writer, family man and most of all…he loves emojis. ?  Just kidding, he hates emojis and thinks that people that use them are silly (hey, no one is perfect).

Anyhow, I invited Jeff to the blog for the second ever VF guest post to share his answer to a simple question…

“What do you do AFTER you launch your first product?”

It’s not an easy quesiton. But it’s one that I’m asked on a regular basis. It’s even a quesiton I’ve struggled with.

Jeff has a crazy story about his first product and what he did after he launched it. This post is solid gold. Read it. Bookmark it. Share it.

Also, go buy his book Art of Work. It’s awesome.

I’ll turn it over to Jeff now…

“What’s next?”

Everyone who’s ever launched a product—a book, an event, a course—has asked this question. It’s the number-one question every amateur entrepreneur wants answers to. It’s the question I asked after launching my first product.

And it is absolutely the wrong question to ask.

I made the mistake of asking this question to Derek Halpern right after my first successful course launch.

I had released a brand-new course for writers called Tribe Writers. Even though I launched it to a list of less than 2,000 people, I sold over 400 courses and made $25,000… in a week!

Screenshot 2016 06 09 11.16.14

Note: This is a post is huge, coming in at almost 4000 words. In it, Jeff shares with you everything he did to turn a product that made $25,000 into $2.5 million in revenue in three years. To download the PDF version, click here.

At the time, I made $36,000 a year at my day job. So this was nothing short of incredible. As you can imagine, I was excited to start the next thing.

“What should I build next?” I asked Derek.

“Whaddya, stupid?!” Derek said in his most wonderful New Yorker accent.

“Uh, no?” I said.

“Why would you go build something new when you have a product that is selling?”

“…”

“Let me ask you something,” he continued. “Do you really think everyone who needs this product has heard about it yet?”

“Oh, definitely not.”

“Good. And do you think everyone who has heard about it and is going to buy it has bought it? Or do you think more people on your list will eventually buy it?”

“I think more people will buy it.”

“Ok. So why are you talking about another product? Why don’t you just keep launching this product and learning how to sell it better and better?”

“Oh, yeah.”

And that’s just what I did. The next month, I relaunched Tribe Writers, doing nothing other than tweaking the product and raising the prices. And this time, I made nearly $36,000.

Screenshot 2016 06 09 11.03.20

A few months later, I did it again and offered payment plans, this time making $48,000.

Screenshot 2016 06 09 11.23.59

Two months later, feeling nervous about working for myself and now having a kid to raise on a single income, I relaunched the product without changing anything.

Guys, I did the EXACT same thing again and made even more money.

Screenshot 2016 06 09 11.25.54

Later that year, I started figuring out how to launch products better and had my first six-figure launch.

Screenshot 2016 06 09 11.27.41

And on and on it went, for three and a half years.

This is not rocket science. And I am not a genius. If you have something to sell and you want to make a lot of money off it, just keep selling it. Pretty simple.

And yet this is precisely what most people do not do. It’s not obvious. Certainly wasn’t for me. I needed a friend to ask me, “Are you stupid?” before I saw the light.

Maybe you need the same.

Consider me that friend. 😉

Here’s what I know: The decision to not launch something new and instead keep launching the same course over and over again, iterating each time on the strategy and gradually improving the product, was the difference between making $25,000 once and $2.5 million.

The truth is you don’t need to launch something new. You don’t need to build something else. Not. A. Thing. Instead, you need to keep launching the same thing over and over.

For example, notice what happens when Apple launches a new MacBook. Do they create a new MacBook every month, or even every quarter? Of course not. They keep running campaigns for that same product for years on end, tweaking little things as they go to maximize profit.

This is the way smart businesses succeed. Success is not about invention. It’s about iteration. (Click here to tweet that.)

So if you’re thinking about launching something new, begin by asking yourself these three questions:

1. Are there people who need my product but haven’t heard of it?

2. Are there people who have heard of my product who will probably buy it, but haven’t yet?

3. Has my product been out for less than a year?

If the answer to any of the above is “yes,” don’t launch. Only when every answer to the above three questions is “no” can you launch something new.

In the meantime, follow the process I’ll lay out in the reminder of this article to relaunch the product you already have.

Note: If you don’t have a product, follow this guide to create and launch one.

Step 1: Help every single customer (the 1000 Customer Rule)

Build a one-on-one relationship with every person you serve, following the 1000 Customer Rule, which I learned from Noah Kagan. The idea is simple:

Until you can no longer efficiently help everyone individually, don’t create any unnecessary bureaucracy. No red tape until you hit 1000 customers, or whatever number is unwieldy for you. But the point is it’s a big number. You can help a lot of people before you need to create systems. 🙂

I spoke with someone who recently launched a product and sold something like 10 copies of an online course. He was disappointed he didn’t sell more and didn’t understand why people didn’t buy. How many of those people, I asked him, have you spoken with on the phone?

“Uh,” he said. “A few?”

Whoa. Wrong answer.

When I launched my first course, I sold over 400 spots. I got on group coaching calls with these people every week for two months straight. I answered every email. Hung out for hours each day in the forum. I called them randomly on the phone.

I was obsessed.

Why? Because I was petrified of people asking for a refund. I did everything I could think of to make people feel like they got more than their money’s worth. As a result, we created a community that still exists today.

Serving the customers you have today is the best thing you can do for tomorrow’s launch.

So here’s how to do this practically.

Action Step #1: Make a list of every single person who has bought your product (or just export it from your shopping cart data).

Action Step #2: Send each person an individual email roughly two weeks after your launch, saying the following:

Action Step #3: Randomly call 10 of your customers and follow the same email script on the phone.

Remember: No bureaucracy until you reach 1000 customers. Answer every email. Show up as much as you can. Be relentlessly helpful.

Step 2: Find out what’s missing in your product

Ask your customers what they wanted but didn’t get. Build that thing. Give it to them for free. Then ask for testimonials.

Your first goal is customer transformation. That’ll make everything easier in the future.

When I talked back and forth with my customers, I asked them regularly “What’s missing?” and “What could be better?”

They told me. Some of it was little stuff. And some of it was big stuff. But I did almost all of it. And if I didn’t, because I didn’t understand or agree with the feedback, I asked them why and sought to understand. And then I usually did what they told me.

One thing I realized was that every lesson had something like seven different action items. And that was hard for most students. Heck, that’s hard for anybody. So people were getting stuck on certain lessons and spending weeks in the same place.

This is a problem. With an online course or information product, the customer’s transformation is your best marketing tool. If people get stuck in your product, you have to get them unstuck before you try to launch it again.

An easy way to do this is ask two questions, one as soon as people buy your product and the other after they’ve used it. With my course, we do this by asking people what they’re expecting at the very beginning and then asking them how they liked it at the end. This is just an autoresponder message that people get in an email drip sequence as soon as they sign up.

Here’s what it looks like in the welcome email:

And then here’s the kind of feedback we get at the end:

So let’s apply this.

Action Step #1: Ask people in an automated email why they bought your product and what they were expecting.

Action Step #2: Ask people in an automated email after they’re done using the product what they got out of it and what was lacking.

Action Step #3: Fill in the gaps between customer’s expectations and what you’re delivering, either by setting better expectations in your marketing or by changing the product itself.

Step 3: Ask your audience why they didn’t buy

Once your launch is over, you have two jobs.

First, you need to serve your customer, doing everything you can to help them win.

Second, you need to find out why people didn’t buy.

After the launch, within a week or so of the end of your promotional period, you need to ask why your audience didn’t buy. This is typically done with a survey, but you could also just send an email with a few questions:

Was it the price? Bad timing? Was the product not a good fit?

Apply as much of this as you can to the messaging and packaging of your product. And then relaunch.

My team and I do this every time we launch anything.

The first time I did this, I was amazed at why people didn’t buy.

I figured it was probably the price. Worried that I had charged too high a price at the outset, I was concerned that I would have to offer discounts in the future and that would upset people who had paid full price

But it wasn’t the price.

Perhaps it was the marketing?

Was my promise too vague? Was the email and sales page copy no good? Was I not hitting the audience’s pain points?

Maybe, then, it was the product itself. Maybe it wasn’t what people actually wanted. Or maybe they just didn’t want to pay money for it, period.

But it wasn’t the product. People loved the product.

So what was the #1 reason why people didn’t buy my course the first time it came out?

Time.

“I don’t have enough time,” or “Now is not a good time,” or “I will sign up next time” were the most common reasons why people didn’t buy.

That was it. Time.

So what did I do?

  1. I launched it again, and for some people it was a better time. So they bought it.
  2. I told people exactly how much time it would take each week to complete the course. 30 minutes a day for eight weeks and you’re done. And more people bought it.
  3. I gave them a reason to buy now, telling them I was raising the price next time. And I did. And guess what? More people bought because they didn’t want to have to pay more money later on.

All in all, my second launch was more successful than my first one, with only a couple of months between them.

Here is what you need to do: 

Action Step #1: After you close the cart of a launch, send an email with the subject “Quick question.”

Action Step #2: In that email, write the following:

Action Step #3: Reply to every single email and apply as much of the feedback as you can.

Step 4: Relaunch the product, but with tweaks, to the same exact audience

Once you have the feedback, you need to relaunch fast. Use the feedback to tweak what you have and iterate quickly. Relaunch within one to three months of the first launch.

Our first launch was on October 11, 2011. It brought in $28,544.41.Then we made a few tweaks and relaunched on December 12. That launch bought in $35,844.80.

The goal here is to figure out what works. You can keep doing this forever, but the second launch is really important. It helps you test all your assumptions and see if what you think will work actually will work.

It also allows you to test the feedback from your audience. If they say they didn’t buy for one reason, and you remove that objection and they still don’t buy, then they probably won’t buy. Or they have an objection that they haven’t named.

The second launch is about getting the cobwebs out and starting to systematize the process. After my second launch, I hired an assistant to help me manage these launches and asked her to start writing down everything we did during a launch. Over time, I was able to hand this process over to other people.

(For more on what we’ve learned about this process, read The 4 Keys to Powerful Product Launches.)

Step 5: Do a big affiliate launch

At a certain point, you may run out of leads you can pitch your product to. Or your list may get fatigued by your offering.

That’s where affiliate launches come in. These launches help you find new markets you can sell your product to without worrying about tapping your audience.

The trade-off here is obvious. You get access to a new audience and pay a commission to the affiliate for any customers they send your way. Win-win.

But what nobody ever tells you about these launches is how much work they are. My team planned our first big affiliate launched months in advance and still had a lot of things go wrong.

The goal here is to take the launch process you’ve been doing internally and let other people use your script to launch your product to their audience. It’s another relaunch, only this time to a new audience.

So how do you do this? Here’s how I did it:

First, I started by asking our students to be affiliates. Since they had the most success with the program, I figured they would be the most vocal about it. I told them that if they got two people to buy the course, they’d basically make back the money they invested in the program.

Then I reached out to friends with good-sized email lists (10K+) and asked if they were interested. I shared the dates and basic overview of the program and then asked one simple question: “Are you in?”

Last year, I did this, launching a course alongside my new book, The Art of Work. Here’s how I pitched people to help me promote it:

Anyone who said they were in received more details. Anyone who didn’t was left alone.

Bryan and others have written a lot on the subject of affiliate launches, so I won’t go into too much detail. Suffice to say we had over 200 affiliates sharing the offer and did our best launch ever, making over $385,000 in just nine days.

The point of an affiliate launch is to do something big for your peers once or twice a year. At its core, it’s just a relaunch but to new people to grow your list, expand your influence, and sell your product.

Here are your action items: 

Action Step #1: Email your customers, inviting them to be affiliates for your next launch. Tell them that if they sell two or more products for you, then their membership is paid for.

Action Step #2: Individually pitch 10 influencers you want to promote your next launch. Tell them what it’s about, how much money they could make, and then ask one simple question: “Are you in?” Send more details after that.

Action Step #3: Do the affiliate launch, following every piece of advice Bryan offers here.

Step 6: Automate the launch.

Once you’ve gotten to the point where you’re doing multiple launches per year following basically the same script, it’s time to start thinking automation. Can you take part of your product or the whole thing and sell it though some kind of evergreen launch?

Years ago, I created a product called Intentional Blog which was supposed to be a downsell from my larger product, Tribe Writers.

Screenshot 2016 06 09 12.59.00

Then, I started using webinars to sell the product, and at $197 it converted really well.

Screenshot 2016 06 09 12.56.59

So I started buying Facebook ads to drive people to an automated webinar, using EverWebinar to sell it.

Screenshot 2016 06 09 13.03.12

Note: You can see the ad live on Facebook and opt-in to see the funnel in action by clicking here.

Now I pay about $1,000 a day to make $2,500 daily, while adding thousands of new people to my list every week.

pasted image 0

The evergreen launch is the epitome of a relaunch because you are literally launching every day to a segment of your audience.

In order for this to be a success, you need a few things:

Thing #1: First, you need to have a high converting webinar. I did three live webinars for my audience before I had a recording of one that I felt good about. The best webinar I did converted 15% of the audience to buyers, so I went with that one. The principle here is that you will always convert better live, so try to use a webinar that’s getting pretty high conversion rates (10%+) so that you know it will convert well enough to cover your ad costs.

Thing #2: You need to have the right tech. We use ClickFunnels for the landing page, Infusionsoft for the email marketing automation and shopping cart, and EverWebinar to generate the automated webinar.

Thing #3: You need to know what you’re doing with Facebook ads. In my case, I hired someone who lived and breathed this kind of stuff. They helped me set up the whole thing and then managed my ad spend to make sure we were profitable and didn’t spend money too quickly. (Pro tip: Don’t increase your ad spend by more than 50% per day.)

Thing #4: You need to have a follow-up sequence. Admittedly, my follow-up sequence right now for the evergreen launch is not very robust. It’s just a few emails offering the webinar replay and then a reason for people to buy now. But the more robust you make this, the more you can convert on the back end.

Of course, there other ways to automate a launch. You can do live webinars to affiliate audiences. You can do just an email drip sequence from organic traffic to your site. But I have found that buying ads that immediately pay for themselves and start turning a profit is the easiest and most fun way to grow your list. (You get paid to advertise what you do instead of the other way around!)

This is the sixth and final step in the process of relaunching an old product. At this point, if you’ve done all of the above, it may be time to return to that original question: “What should I launch next?”

Action Step #1: Create a product you can sell for $50-$200 that is a version of your more expensive product (or use your main product if it fits in this range). It needs to be an impulse buy.

Action Step #2: Do a live webinar for your audience to sell the product, sending people to a private sales page.

Action Step #3: Optimize the webinar until you can get at least 10% of the live audience to convert.

Action Step #4: Record your most successful webinar.

Action Step #5: Set up a landing page using LeadPages or ClickFunnels and use EverWebinar to automatically run evergreen webinars for you.

Action Step #6: Start running Facebook ads to that landing page. Track how much you spend against how much you make each day. Give it a week or two. If you aren’t profitable, keep tweaking until you are.

Step 7: Build something new

We all want to do the next new launch. If you’re entrepreneurial like me, you can’t wait to move on to a new product.

But be careful. If you do this too quickly, you will miss the opportunity to help a lot more people and make a lot more money. In my case, it was the difference between $25,000 and $2.5M.

That’s a big difference. Relaunching isn’t always sexy, but that’s the cost of running a business. Some of your most profitable activities will be simply doing the same thing over and over again with very small tweaks.

Only after you’ve optimized the launch process by doing all of the above should you move on to building something new. Otherwise, you’re just leaving money on the table.

Conclusion

So that, my friends, is how you relaunch anything. A book, a course, an event, etc.

In fact, I am doing this very thing for my recent book, The Art of Work (on sale this week on Amazon!), which was a national bestseller. It’s been a year since I launched that book and a lot of people (40,000+) have already bought it.

I was ready to move on but something stopped me. I went through the three questions Derek had asked me:

  • Did I really think everyone who needed this had already heard about it?
  • Did I really believe everyone who heard about it who wanted to buy it did buy it?
  • Did I spend enough time promoting it before moving on to the next thing?

No. I knew there were people out there who needed this. I believed some people were still waiting to buy it.

So this past week, we relaunched the book with a modified cover, some snazzy bonuses, and a free live book study with me this summer to accompany the book. We also did a temporary e-book discount to kick things off and have already sold thousands of books (as opposed to the hundreds per week that were selling before the relaunch).

A lot of people told me they were simply waiting for a better time to buy the book and read it but didn’t know when that would be. So when this opportunity came up, they took it.

The lesson here is to keep giving people an opportunity and reason to buy now. This stuff works. And it works with anything, from a book to a course to a conference. Not everyone has heard about your big awesome thing yet. And it’s your job to get it back in front of them, not to be annoying but to be persistent. To remind them that they really do need and want this and just need a reason to get it now.

What better way to accomplish that than a product relaunch? Good luck!

What’s something you can relaunch?

Share in the comments. I’d love to hear from you! And if you want to support the relaunch of this book, you can get it now and a ton of other bonuses including eight weeks of live teaching from me for free.

P.S. Want to download the PDF version of this post? Click here to get your own copy of it.

Save

  • Awesome Post!

  • Taylor

    Great information! For people who don’t buy your product the first time around, how long do you wait to pitch them on it again?

    • Todd Smith

      1-3 months

  • As always, you’re blog smashes it out of the park. Cheers for the hours and hours in putting each post together.

    • Bryan is the best! And thanks for reading, Romeo.

  • Clare Fitzgerald

    Wow. What an awesome post Jeff. I’m about to launch my first product and in the back of my mind I was already thinking of what else I would need to create next in order to continue to get a steady stream of income into my business. – so you have just busted that myth for me.

    I love the idea of continually asking for what more your customers and non customers wanted so that you could build that in and create even happier customers and bring non buyers closer to a buying decision.

    The 3 question rule made so much sense but if I’m honest I hadn’t even considered re-launching this often – but your results obviously speak for themselves.

    Its also really important to me to give as much value as I can in what I offer and I love the 1000 customer rule too. I’d always wondered how long a single person could apply this level of focus on a group of customers and your explanation of this was spot on.

    Question for you: your course did really well right out of the gate on your first launch – $25k – what were the 3 things you did that made the product so well received?

    And the 1000 customer rule – when you do this and engage in conversations with customers about what they expected and want, how do you sift through the suggestions and decide when to add it into the product or process? Some things will be little tweaks and other things might be important missing pieces that may require a lot more additional content.

    Finally – how do you zero in on the transformation you want your customers to walk away with early on so that you build that result into this whole process of creating content and engaging with customers?

    Thank you for a very thought provoking post.

    • Three things I did (basically everything that Bryan teaches here on this site): 1) built an email list to a thousand people, 2) asked that audience specifically they wanted to buy from me and what they were willing to pay, and 3) build the product with live feedback from people who test drove it for free (in exchange for telling me how to make it better). Do this, and you will succeed.

      1000-customer rule: I think if you see a consistent pattern of something that is missing that resonates with what you are trying to do with the product, then you add it. If it’s a feature that is better left to another product, then hold off. With information, I think it’s fairly easy to add new stuff that clears any confusion people have. So in general, if most people are asking for it (at least 20% of the customers), I add it or clear it up somehow. If you’re dealing with software, feature creep can really kill you, so it’s better to be a little more cautious with it. But in the end, you need to give people what they want, even if they can’t tell you exactly what it is they want.

      Regarding transformation, I think the best way to do this is to take a pioneer group through a guided process and use the process to elicit the information. What I mean is this: don’t build a course yet. Instead, take on 5-10 coaching clients and spend four weeks walking them through a transformational process. Get them to ask you lots of questions, and use those questions to guide what you focus on. Then, write it all down and turn it into a scalable product.

      • Clare Fitzgerald

        Wow Jeff thank you for those incredibly insightful answers.
        I really love the idea of a pioneer group and delivering so much value to them based on what they have been coming to you and asking for in coaching sessions and conversations.

        I have to confess that not building anything for the course until you get people to ask you questions freaks me out a little :). But I guess in order to do that I’ll need to have an outline of a handful of core concepts and practical exercises that I believe will help people get that transformation and have that ready to go to when the first pioneer group of people comes on board.

        I love the practicality of what you prescribe Jeff. Thank you again

  • Neel C

    Interesting.. Help me understand what you are saying… So essentially I’m either not creating scarcity by closing launches or there is no genuine closing of launches… And the deadlines to join by cannot be trusted.

    Not sure i completely understand this.

    So with this approach are we saying that for ex: 10k subs course will launch and have a deadline in 10 days… Once that is done, very soon you’ll have another launch?

    As a reader that just tells me the dates and deadline are not true and cannot be trusted.

    • Hi Neel. Thanks for the comment. And I agree with you. Let me explain.

      I don’t think you’re not creating scarcity by relaunching. My basic point was this: never just launch a product once and move on to the next thing. I recommend at least 1-3 months in between launches to build demand and create scarcity. For me, right now, Tribe Writers only launches twice, sometimes three times, a year.

      But when I was first starting out, I was trying to iterate quickly and was constantly changing the course and figuring out how to launch. Each time, I raised the price, sometimes by only $50. So the incentive to buy wasn’t necessarily that you couldn’t get this in three months, but rather that it was going to be more expensive next time. I was always as transparent as I could be about this: “yes, you can get this later, but it’s going to be more expensive.”

      So, no, I wouldn’t recommend turning around and launching immediately after your deadline. But it would be foolish to not launch again another 3-6 months, especially if the product is new.

      I think dates and deadlines absolutely must be true.

      However, if you’re referring to the evergreen side of things, I think the best way to do this is to create another product that you use webinars and email drip sequences to sell it in the background versus a big launch.

      In my case, Tribe Writers is not something you can buy any other time than when we’re launching it. I turn people away all the time, because I cannot undermine the trust I’ve built with my audience and because that would be lying. If I said registration is closed, it has to be closed.

      I do, however, have another product, Intentional Blog, which is a less expensive, more entry level version of my flagship program, and the only way you can buy it right now is through a webinar.

      In both cases, the scarcity is very real. I hope that helps.

      • Neel C

        Makes a lot of sense… Great ways to drive authentic scarcity.

  • Great post, Jeff. Love the parts about “What’s Next?” and the “1000 customer rule”. Really good points and I think many people can relate to this, including me.

  • Jeff

    Thanks Jeff (and Bryan) for making this available to us. Incredible resource.

    • Yeah, man! You bet. Thanks for reading.

  • Dale East

    Great post and really cleared up a lot of things for me to move forward with my own business.

  • Bookmarked. Book bought. Application beginning.

  • Todd Smith

    Wow. Crazy awesome. We started Thinking about this a month ago. Exactly what I needed to see! Thank you both!!

  • “Relaunching isn’t always sexy, but that’s the cost of running a business. Some of your most profitable activities will be simply doing the same thing over and over again with very small tweaks.”

    Great reminder Jeff, thanks!

  • ViperChill

    Enjoyed reading this one guys. Thanks to Jeff for the detailed insights 🙂

    • Glen! That’s high praise coming from you. I’m honored. Thanks, man. Been reading your stuff for a long time, much longer than all of the above happened. Appreciate you.

  • danicarruthers

    Great info. I’ve definitely fallen to the myth of “what’s next” before and am only recently re-focusing back on what’s working well to keep growing it and gaining momentum with that.

    Question: Your first launch was very successful = you knew you had a winner. Any advice for those first “meh” launches, where people seem interested in what you’re offering, but the overall enthusiasm is lack luster? Should you still keep tweaking, improving and re-launching?

    • I would certainly give it another shot. It’s hard to tell what made it “meh.” In many cases, a failed product launch is due to one of three issues

      1) Did the audience demonstrate clear demand for the product? Did they actually tell you this was what they wanted and what they were willing to pay for it? If not, you need to do a survey and identify this demand.

      2) Did you have a large enough audience for it to convert to a successful launch? In other words, did you have at least 1000 subscribers who are bought into your message and told you they were willing to pay you for something (see #1)?

      3) Did you launch the product right? In other words, was there real scarcity, urgency, and awareness. Bryan has written a lot about this, so I would rehash that. But sending one email or never closing the cart or not limiting the offer in some way will often lead to lackluster results.

      If you do all of the above, I’d give it another try. And remember: if it doesn’t go well, or even if it does, part of the above process is to ask people why they didn’t buy. Use that feedback to make your next launch even better.

      Keep in mind, my launch went well because I spent eight months telling people I was building something for them that they told me they wanted and would pay for. Every week, I mentioned this in an email while I was building it. That kind of demand is important.

      But if you didn’t do all of the above, you may have to scrap the product or rebuild it, but in my experience, if you don’t do 1-3, you’re rolling the dice. And there’s no need to that these days.

      • Melanie

        That’s helpful to know that you spend eight months building it and telling people to expect it.

        • Yeah. An important piece of the puzzle for sure. Again, Bryan really stresses building something you KNOW people want. Can’t be a crap shoot.

  • Arian

    Another great read with important insights!

  • Awesome post Jeff!

  • What a great piece. Thank you. One of the best step-by-step trainings I’ve seen in this industry.

    This reminds me of something I heard early in my career, “Successful people do the things that unsuccessful people will not do.”

    Of course step-by-step instructions won’t do any good for those who don’t want to walk. : ) oops, sorry about the emoji. : }

  • ALSO, Jeff Goins – I’m launching a new website soon on personal development and would like to invite you for an inteview, then, if you love it, an affiliate relationship. Are you in? : )

    • Hey Tom. Thanks for thinking of me. Currently working on my next book, so I’ll have to pass. Thanks though!

      • That’s okay, Jeff. By the time your new book is published, I’ll be ready for you! I still have to finish filling out my application for Procrastinator’s Anonymous.

  • Ramakrishna Reddy

    Hi Jeff, Thank you so much for sharing the details….i always believed in Iteration..I have built a product but was holding onto to launch it to my tiny list of 325 :). The reason – what will I do next? But your post came in like an answer I was looking for….You Rock!

    I just picked up Art of work. Looking forward to connect with you more through your book!

  • Amazing stuff, Mr. Jeff. Thanks so much for sharing it, Mr. Bryan.

  • Nailed it Jeff. Excellent post, straight forward, and appreciate the step-by-step and transparency around your numbers.

  • Solid gold post. I am bookmarking right away! Big thanks to you Bryan and @jeffgoins:disqus

  • Jeff,
    Once again, you have provided a fantastic map to launching products and succeeding online. I’m not quite at this stage yet but your encouragement to really connect and serve your audience is applicable at any stage.

  • Freakin’ awesome Jeff and Bryan! Who needs a business course when you got awesome articles like these?!

    • The highest of compliments. Thanks, Eric!

  • Thank you so much share all the great tips!!!

  • Just a note: I believe in Step 3 above, the two emails cited are in the wrong order. 🙂

    • thanks, Jeff. you’re right. good catch!

  • Аладдин Праведно-Счастливый

    Thank you for the insights, Jeff! Going to feature this post for my 26K+ community of growth hackers.

  • WTF – I don’t even know how I found you but This is awesome sauce! Your content is crazy amazing… I am hooked. I can’t believe you just gave away the information the coach I just hired entire $5000 program. Thank you, Thank you Thank you! Her program is not nearly as thorough as what you just provided me. I fired her earlier this week! Now I stumble on you … The universe is so supporting me.
    ??????

    • Wow! Huge compliment. Thank you, Nekisha-Michelle.

  • You and Bryan are like Tango and Cash. Simply amazing resource here. Now if you’ll excuse me Jeff, I have a bazillion pdf pages to print and stick in a permanent reference binder for launches after I built out my list. Thank you, Jeff and Bryan!

    • Hah! Yes. A lot, I know. Also, I love being compared to Stallone. Thank you. I get that all the time. 😉

  • Timely post Jeff – and thanks Bryan for having Jeff share this. I’ll be in touch with you Jeff – gotta something I want to run past you soon.

  • This is great and provides an awesome framework to attach more pleasure to refinement vs. trying to move to our next fix ;o)

  • I love everything about this post. Well done Jeff!

  • Wow Jeff, Amazing. This makes total sense. Thank you. However is it okay to move on to the next thing if you already have the first product set up in an automated way?

  • Thanks for this very insightful post!

  • Sashi

    Awesome breakdown!

    So every different launch, you were selling your product to new leads or you were selling to the same leads?

    What was the size of your list for each launch?

    • Both. Started at 1300 and went up from there. 1300, 5000, 12K, 20K, 30K, 35K, 40K, 55K, etc.

      • Sashi

        Awesome increase in your list size. Your launches were not so far apart like a few months apart. So how did you increase your list size so rapidly, was it mostly due to affiliates or did you throw some ads to drive traffic to your site?

  • Hey Jeff, thanks for sharing your insight on this topic it’s given me a new perspective and direction to take.

    Question regarding the cycling of the launches: do you generally use the same email sequence every time or do you switch up the content of the emails?

    • Same core messaging with tweaks each time.

  • Crazy good post. Thanks Jeff 🙂

  • Kim Fennell

    Awesome post! I’ve already read it 3 times and looking at how I can incorporate some of these strategies in my upcoming event.

  • Jeff, this is what I needed. Thank you for sharing your wisdom!

  • Corrie Ann Gray

    Jeff, you rock! I’ve seen your launches and relaunches. You know how to do it. Thanks for sharing your process.

  • Tung Tran

    Awesome post. Just implemented Action Step #2 immediately. This article was right in time as I just launched my 1st course and did $25k in over 5 days. Great tips!

  • Hey Jeff!

    What a great post. This thing is full of gold.

    I’m working on growing my list right now. I can’t wait to launch my first product. I often find myself thinking of all the awesome things I can create. This article was a healthy reminder to be patient, focus, and do one thing extremely well.

    I think it’s so funny that you and Bryan met at a BBQ! Haha.

  • Thank you for this amazing post. This is EXACTLY what I needed to read. I’m pretty much at the exact same spot you describe in the beginning : I launched, now what ? And you’ve just given me my roadmap for the next few months.

  • Thanks for this valuable post! I fall into the category of people who constantly worry about what new thing to create. So, I found this assuring that I don’t have to do more, I just need to work at getting what I have already done out there 😀

  • Wow, this is extremely helpful information. I’m working on my first course and really happy I had the opportunity to read this first before the launch. Thank you, Jeff!

  • kristie

    Jeff, LOVED this….have many products I’m going to combine and relaunch! Love the evergreen webinar strategy as well 😉