How We Rocketed Our Brand-New Product To Page 1 Of Clickbank’s Self Help (20)
How We Rocketed Our Brand-New Product To Page 1 Of Clickbank’s Self Help
Hey guys,
Normally I’m much more active on STM, but for the last month I’ve been working on our latest product launch, which ended two days ago and was a major success.
Within a week, our product “The Penguin Method” skyrocketed to Page 1 of Clickbank’s “Self Help” category. This means we’re now a few spots below “Tao of Badass,” which until recently was the Number 1 product for ALL of Clickbank.
This is how we did it:
1. Product Content
Having been in the male dating market for a long time with offers like “FB Seduction System,” we realized that women didn’t really have a step-by-step product to help them find and keep a man. Most self-help books for women are generally full of “feel good fluff” with not much actionable content.
We wanted to come out with a product that would deliver actual results and that was drop dead easy to use. As in, women would be provided with copy and paste methods from opening up a conversation to getting a man to commit himself to her.
Having studied PUA material and attraction methods for a LONG time, I had an entire database and website to help guys get laid by reciting lines and routines word-for-word. So what I did was, I reversed lots of the content around and made it applicable to women. Then I further supplemented my material with long term relationship management and maintenance techniques.
Now that we had a killer product, we needed a good hook to promote it.
2. Marketing Hook
The challenge was to find a good “hook” and marketing angle that women would throw money at. I knew that inherently women are looking for long term relationships and commitment. At the time, I just finished reading Charles Duhigg’s book, “The Power of Habit.”
I realized that having a man “commit” himself to you could be long term repetitive actions. (The idea is, you can essentially “train” a person to fall in love with you over and over again, as if it’s a habit.) So I started using the “Habits Of Love” as our initial hook.
But there was a problem. Even though we had a great hook, we wanted to have a bit more than a “generic love product”. Most of our competitors in the Clickbank marketplace in the female market didn’t have particularly strong branding.
Some of the top products on Clickbank for women were:
1. Be Irresistible
2. Capture Him
3. Enchant Him
4. Make Him Desire You
5. Addict Him
6. Forever Yours
As you can see, none of them sounded too different from one another and if you just skimmed that list, you’d probably just think they were the same product. There was no real differentiation.
We wanted to really stand out, so that if anyone mentioned our product, it couldn’t be confused with any others. We initially had “The Love Of His Life” as our product name, but it still sounded like a “generic product” and wouldn’t stand out.
During my research phase for this product, I noted an interesting fact. Penguins are one of the only species on earth that mate for life. I went on Google and typed in “Penguin Love,” and realized that the “mating for life” thing was a WELL KNOWN FACT to most women. (Guys aren’t as aware of it, but women all seem to know how loyal penguins are!)
I spoke to a few female marketers about this and ALL of them loved the idea, because Penguins are cute fluffy animals and they all understood our title immediately—since Penguins mate for life.
This was perfect, because not only would our product stand out, but the fact that most women knew penguins mated for a life provided another “hook” that further solidified our initial hook, which was getting a man to develop the habit to love you each and every day.
The next challenge was to combine both the penguin angle and integrate the “habits of love” into one comprehensive sales letter that would read like “female porn” (impossible for women to stop watching!) After 20 revisions of our sales letter, we finally came up with something that we were happy with.
3. Tweaking Conversion
Now that we had a sales letter, we turned it into a Video Sales Letter (VSL) and started sending test traffic. At this point, I was nervous. I was afraid that after putting so much effort into the product and sales letter, it still might bomb.
So we test mailed it to our small list of women (7,000 subscribers)…and the results were almost too good to be true!
Our initial results yielded 1 conversion (sale) for every 20 clicks we received to our VSL.
That was around a 5% conversion rate. That’s extremely high for a $47 Clickbank product.
I couldn’t believe this, so I decided to mail my list of 7,000 women over and over again, just to make sure. To my surprise, at the end of the promotion, I did 80 sales to my tiny list of 7000 women!
Mind you, we’ve been in the male market for a LONG TIME, so our list in the male market is at least 50,000 strong. We have NEVER been able to make more than 80 sales to our male list, even after several mailings.
Our conversion rate for this product, “Penguin Method” fluctuated around 1 in 20 to 1 in 25 internally, which was very solid.
4. Sales Funnel Optimization
At first, our offer included rebills by default. (When the customer reached our customized checkout page, which appeared right before the Clickbank order form, we would list the product and the bonuses, and one of the bonuses was a one-month free trial to our monthly membership program. First 30 days free, then $39.97 per month, and you can cancel anytime.)
But after testing it, we concluded that tacking on these rebills HALVED the conversion rate. We made the decision to actually remove rebills altogether (unless an affiliate specifically asked for it). This is because most affiliates just want to know the front end EPC. They don’t want to wait 6 months to find out what their “true” EPC is, including rebill commissions.
5. Recruiting Affiliates
I took some screenshots of our Clickbank stats, showing our conversion numbers, and sent it to a few of my friends who had female lists. They all tested it and brought in solid conversions, ranging from 1 sale in 15 hops to 1 sale in 30 hops.
After that, we had more stats to show people. We contacted more and more people that we knew were big affiliate marketers with female lists, and told them about our launch.
6. Launch!
Our one-week launch contest started on May 26 and ended on June 2. We managed to get most of our big affiliates to mail for our product. We offered cash prizes and reciprocal mailings to people who participated.
Here’s a screenshot of where we currently stand at the moment:
Here’s a screenshot of the conversion statistics:
7. Final Thoughts
For starters, this launch underscored the importance of entering the right market! We’d never seen conversion statistics like this before—and we’ve been in the dating market for years. Until now, we had predominantly been selling products to guys.
In all of the research we’ve done into male/female relationships in order to create our products, one of the “themes” we keep coming back to is that women are primarily driven by their emotions, while men are more driven by logic. Women also tend to be more impulsive. (Not trying to sound sexist here, just stating the findings of a lot of behavioral research.)
Quite simply, this means that women are a lot more likely to buy one of these products that men are. IF you can connect with them emotionally.
When selling to men, it’s more about appealing to their logical mind and overcoming their doubts and objections. When selling to women, we’ve found that the key is to connect with them on an emotional level. (There are sections of the “Penguin Method” VSL script that sound almost like a romance novel. This is intentional!)
In the past, when other people told us about their conversion stats (“Oh, I make a sale around every 20 hops,” I thought they were lying. But now, having experienced it myself, I am now a believer (In fact, if you look at the stats above, you’ll notice a sale from less than 10 clicks.) The key, however, lies in targeting the right market—and in our case, the right gender—and then structuring a sales message that connects on the right logical or emotional level.
So if you’re promoting a product and it’s not making as much money as you want, maybe you should try selling to another crowd that is actually much more desperate to throw money at you and buy your products.
8. Future Challenges
There are 2 more things we need to do for this product:
a. Tweak the upsell uptake – Right now it’s around 20%. If we can increase this to 40% our income will literally double off of the same traffic.
b. Maintain the momentum – This is the biggest challenge for most product owners on Clickbank. After a successful launch, if their product doesn’t continue to convert at a high level, it fades into obscurity. I don’t believe this will happen to our product, because the front end conversions are so strong, but it is something I want to make sure never does happen.
I hope you found this long post to be useful. If you liked it, please give me a “Thanks” vote below.
Also, if you’re interested in promoting our product, just PM me. I’ll bump up the commissions of anyone from STM, just because I love this forum.
We an also provide you with email swipes, banners of any size, whatever you need to get started making money with “The Penguin Method.”
Oh, and if you have any questions about product creation—just ask and I’ll be happy to help.
A lot of great ideas here ... well done!
Great targeting!
It blows my mind of all of the products this target market is missing compared to the male dating niche.
Good work!
Which age group this product is targeted to? Also any particular geography this would suit? I want to start the campaign sent you a PM for that.
Originally Posted by mohit_tyagi
Let me check my PM.
=]
Great product idea.
Loved it.
Awesome beast!!! Love your success story
Great post mate!
Lots of people ( me included! ) make the mistake of forgetting that product creation can be a great way to make money.
Should switch a bit the mindset of going after the quick bucks running just other people's offers.
This is awesome man. Been reading a lot of Gary Halbert lately and it makes me want to start selling my own products.
I know many product owners that have no idea how to drive traffic and make 7 or even 8 figures simply by owning a product. So if you haven't created a product, maybe you should consider, especially if you know how to drive traffic yourself. I personally know one guy who initially didn't want affiliates at all to compete with him, since he owned the product and was buying traffic himself. In 3 months, he built his list to over 500,000 subscribers, WHILST making money on the front end at the same time.
It was ridiculous!
Awesome post man, thanks for all that. Sweet stuff.
beastmode,
I am trying to understand what is the potentail of net profit
of such product for the vendor
100k$ or do you expect more?
thanks for sharing,
have a good luck
Damn, this was cool to read through, bunch of nuggets i took from this.
It depends what you're talking about, over a year or a week?
I've done 2 launches where over 1 year, I've easily made over 6 figures per product, and they keep adding up if you keep releasing more products.
I'm in the middle of launching a product targeting married women, this has really inspired me, however, i have a problem with pricing, isn't $47 to high. On the other hand, I'm new to all this clickbank thing, i have been a blogger but i want to change and do e-books, I don't have a mail list like you, i don't know if facebook ads will do a good conversion.
Nope, $47 is a perfectly reasonable price for this sort of ebook on Clickbank. You'll need to demonstrate value and stack extras in there to make it look like a steal, but it's certainly in the ballpark for the market as a whole.
Awesome post, great info
Originally Posted by beastmode
Awesome post :-).
I am completely new in this field, but to get you straight: you get sales from emailing to your subscribers & by your affiliate marketers.
In what way are you going to increase the sales? Finding new people to push the product or, getting enough visitors on your site?
Just curious. Cheers :-)
Awesome example of (thinking outside of the box), you deserve your success.
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