Hey Everyone!
My first review post is going to be about a product launch (as opposed to the product itself) and will cover the newest launch from Russell Brunson, his Micro Continuity.
SETTING THE STAGE
Russell set the stage for this launch by first offering 50 units of Micro Continuity to his list for $2500, which sold out in 1 minute, 47 seconds. (WOW! That’s impressive!) He then sold the product during a couple of his seminars. By offering his product in these short little blasts, he accomplished 3 things:
1. he proved that his product was a fast seller.
2. he was able to show a real world value for his product of $2500.
3. he established case studies that he could use for proof when his product rolled out to the masses.
THE CONTEST
Russell set up an interesting contest for his JV partners. Each lead that partners brought in to the pre-launch list was worth one point. When the product was purchased, the partners received two points. The points went toward prizes, the top prize being a Spyder Motorcycle. (Of course I know this isn’t technically a motorcycle which I think is great cause even I could ride (drive?) one!)
Anyway, back to the review. To help make it fair to the affiliates who worked hard to drive leads into the pre-launch list, Russell told all affiliates that there would be no cookies the first two days of the promo. So for every person that was brought into the pre-launch list, those cookies would be used for the first two days. That way those marketers who waited till just before the launch to send out emails would not be able to steal away a bunch of clicks from those who advertised early.
This, unfortunately, was eventually changed to the first two hours of the promo, and then to the first two hours after the early bird link was released. I’m not sure if there was a system problem or if things changed because of a misunderstanding with JV partners or because of grumbling from JV partners…?
THE LAUNCH
When launch day came, the sales letter showed the product NOT to be $2500, or $2000, but to be FREE! What Russell had done was bring together people who went through the course during a 6 hour taped session. He made this session available on an MP3 player (along with other bonuses) for FREE. All you had to do was pay for the shipping ($9.97 US and $19.97 international). Each JV partner was paid $30 per person who ordered the MP3—so he was in the hole close to $30 for each person!
Russell plays it smart though, by making money through forced continuity. Each person ordering the MP3 were put into a 14 day free trial to his 27 Week Video Coaching, and this could not be deleted from the order page. After the 14 days, members will be billed $97/month, and there is no commission for affiliates on this—which is understandable.
For the first OTO, purchasers could choose to get the Russell’s print newsletter for free for 30 days, then be charged $49.97/month of which affiliates receive 25%. Once the member filled in their credit card info and pressed the buy button, they were taken through an additional series of OTOs.
THE VERDICT
Overall I think Russell had a great promotion—thousands ordered the MP3 and are in the 14 day trial (good for Russell!) and affiliates have earned at least a couple of Spyder Motorcycles, made pretty good money on the MP3 orders, and will make recurring income on the newsletters. The only thing I think Russell could have done better on was by sticking to his original plan of cookies not counting for the first 2 days.
I give Russell a thumbs up 4.5 out of 5 stars!!
Lacey
Tags: 3 Things, Bird Link, Blasts, Case Studies, Continuity, Cookies, Early Bird, Hey Everyone, Jv Partners, Marketers, Misunderstanding, Motorcycle, Pre Launch, Prizes, Product Launch, Proof, Real World, Seminars, Spyder