Another Day Another Launch (Yawn)

Well tomorrow is Tuesday which means only one thing. Launch fest!

Now, it’s important to note that I have nothing against Mike, or Traffic Fusion that he’s launching tomorrow. I haven’t bothered watching any of the pre sell promotional content so I don’t have an opionion either way on this particular product.

But surely I’m not the only one getting a tad fed up with the same old JV merry go round week after week?

Look, I’m not getting prissy about this either.

Yes I’m a marketer and that means I want to sell stuff. And lots of it.

And as a marketer I do sit back and learn from the process. But as a consumer I have to say that I’m 100% bored by the story that seems to unfold the same time each Tuesday afternoon.

My problem isn’t the fact that people are trying to sell me stuff. Cripes, I enjoy it when people offer me products and services that can possibly improve my life or my business.

My problem lies in the way these big IM products are currently being launched. Talk about strangling the golden goose.

Okay, let me give you a quick example…

There’s a marketer out there who’s quite a big name. Let’s call him ‘Jeff’. He’s a nice enough guy and I’m sure I’d get along with him if I ever met him.

Now I’m on “Jeff’s” list, mostly to see how NOT to market.

Why? Because he’s your typical ‘me too’ carbon copy wannabe who’s slowly cutting his own throat and he doesn’t even know it.

Every week, when the big bad flavour of the day skips past, he’s right there on top of the bandwagon shouting his lungs out.

He promotes every product, every week, and in doing so he tells his list that this is “the one”.

That they MUST buy this or else they should just curl up in a giant ball of misery and quietly fade away into a pool of nothingness.

That if they don’t buy right here, right now, then bad things will happen and they’ll end up eating tins of cold beans for tea with their fingernails, while living under a bridge with the goblins.

Okay, I’m being a little bit silly but this carbon copy plastic “marketer” has hyped up dozens of products this year to the point where his credibility is left hanging by a thread (…at least it is in my eyes and probably in the eyes of a large segment of his subscribers too).

Yes we ARE marketers, but if you want to maximise your long term sales you better understand that there’s a balance to be struck between ‘promise’ and ‘delivery’.

What do I mean? Well think about this….

I could quite easily knock up a 19 page report in about 5 hours flat. Within 8 hours I could have a hyped up sales page ready to go, and another 2 hours later and the whole selling system would be ready to fly.

One email to my list promising that this is the magic bullet and that this WILL make my subscribers rich beyond their wildest dreams and then sit back and count the coins.

So why don’t I do this? It’s simple.

If you want to sell multiple products to the same group of customers over and over (and over again) then you must always deliver more than you promise. And if you don’t? Well then you’re cutting your own throat with every hyped up email that you send.

Which brings us nicely back to “Jeff”…

Right now there seems to be a new launch every week. And Jeff promotes them all. I don’t.

You see, even if the product at the heart of the fuss is the greatest thing since Manchester United won the treble in 1999, it still probably won’t live upto the storm of HYPE that surrounds it.

In other words the delivery won’t live upto the promise. And that means bad things for anyone hammering their lists with ever more desperate ‘buy me please’ begging emails.

Here’s a fact. If you’re a full time marketing and you consistently promise more than you deliver then you better have a pretty foolproof system for continually delivering new customers to your fingertips or you’ll soon find yourself flipping burgers at ‘Maccy Ds’ , while boring everyone who will listen about your online glory days (yeah right).

I usually don’t take part in the hype fests (sorry launches) because what I deliver to my subscribers is almost certainly not going to match the promise. And unlike “Jeff” I’m actually thinking beyond how much money I’ll withdraw from Paypal tomorrow.

You see, the reason I’m consistently able to earn PROFITS of $15,000+ per month JUST from marketing to my list of just over 4,000 is because I put the interests of my subscribers at the heart of everything I do.

The delivery comes first. The promise comes second.

And this is the exact reason why I didn’t promote Mass Control, Traffic Secrets, Stompernet, or anything else where the whole launch dynamic makes it impossible for the delivery to be the equal of the promise, or more.

Will Traffic Fusion be a quality product? I haven’t a clue. It could be amazing, or it could be average.

BUT what I do know is that tomorrow a thousand wannabe carbon copy marketers will all bombard your inbox pleading with you to buy the next ‘must have’ item.

And just like “Jeff” they’ll all be slowly cutting their own throats and they won’t even know it.

Whenever I begin working with a new mentoring client I tell them that there are two formulas that should govern their world. I explain that these equations are so potent they allowed me to quit my day job within 56 days, and that they could do the same for them too.

So what’s the ‘magic formula’? Well we don’t do magic around here. We just do common sense (unlike Jeff).

Here you go…

(1) Traffic + Conversion = Sales…..

and…

(2) Delivery > Promise = Long Term Sustainability

Another day, another launch. But before you rush off to promote these products in the future just remember what my Nan used to say…”there’s more than one way to skin a cat”.

There’s also more than one way to cut your own throat if your promise exceeds your delivery. Now someone please go tell Jeff!

Do you agree? Are you also sick of the hyped up launch fests? Let me know in the comments below now…

About the author
	Lee McIntyre is the founder of Aim Higher Marketing where he shows others how to use honest marketing to build profitable Internet businesses in record time. Subscribe to his newsletter now and receive $239.80 in valuable freebies just for giving it a try!…Visit LeeMcIntyreNewsletter.com now!

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