Tom: And it wasn’t easy for us to do that. Mike was traveling like crazy. I was traveling like crazy.
And even one of the top figures we just mentioned, John Reese was on the phone like, “Dude? There’s no way you can get all this stuff done in that amount of time. You need to push back the date. The dates good, but you need to push it.”
And we said, “Yeah, we appreciate that. We probably should. But we’re going to stick with it. It just fits too well.” And we did and it worked.
Mike: Yeah, I mean we launched the site and I was still writing the bullets for the DVDs and the site launched and DVDs nine, ten, 11 and 12 said, “Insert bullets here. Insert bullets here.” And we had so much traffic to the site that while I was still working on it, when I was done five minutes later, I couldn’t get a connection to the site for three hours.
Everybody was e-mailing us and instant messaging us and calling us saying, “Do you know your sale page says, ‘Insert bullets here?” And I was like, “Duh! Of course I know. We wouldn’t let that happen on purpose.”
So just getting back to a couple of things there, I think the date is very, very important. And then finally what we did is this was a little bit sneaky and it had to be done this way because I was traveling for three weeks in Australia and I actually didn’t have the time to do the full pre-launch that I wanted.
Butterfly Marketing, the pre-launch was for 34 days. For the 7 Figure Code it was 12 days. There was a 12 day pre-launch from the time that we announced that we are in pre-launch to the time that we went. And the reason was we were just trying to get production done.
I would have thought I wanted to go for 30 days, but in hindsight people were already starting to say, “Enough already. Can’t they just launch the product? Why with all this hype and everything?” Because we did a good job creating buzz.
So here’s what we did. We were in a dilemma that we weren’t able to start rallying our affiliates until 12 days before we were getting ready. So I actually sent an e-mail out to my entire list, and the e-mail said, “It’s official. On 7/7/07 we are going to be launching our biggest home study course that we’ve ever done. It will be one of the biggest launches to date in Internet Marketing history.”
And then what we said was, and I was laughing because I remember what we did here. And I said, “I can’t tell you anything about it, but tomorrow you will hear about it from my affiliates. I’m going to let my affiliates announce it.
“In fact, I have personally hand picked and hand selected what I feel to be the top Internet marketers out there. So you can rest assured if you hear from someone, they are somebody that I believe in as a top Internet marketer in this industry. So look out for them. They’ve already signed up for the program. They’re going to be telling you about it. Blah, blah, blah, blah.”
The truth was, I hadn’t told anybody and then I hit the Submit button. Two minutes later we’re getting IMs and phone calls. “Dude, you forgot to tell me. Am I not invited? I thought I was a friend.”
“I just searched my Gmail. I can’t find anything that I have gotten from you on this.” So that was a classic take away. You know it’s kind of like everybody is being invited to a wedding except for you and it’s like, “She was invited in the office?”
“Yeah.” “He doesn’t even like her. And he invited Tom and he invited Joe and Susie?” “Yeah, they’re all invited.” “And he didn’t invite me?” And then you say to them, “Yeah, but you wouldn’t even want to go.” “Yeah, but now I want to go because I wasn’t invited.”
So it becomes that type of thing that people want what they can’t have. And when they think that everybody else was invited and they weren’t invited, they reached out to us and said, “Hey, how do I get a link?”
And we’re like, “Oh, here you go. Sorry about that. You know we were going to be contacting people as well in the next 24 hours. We didn’t want to hurt anybody’s feeling or anything.”
The truth was we ended up getting everybody coming to us with that little strategy that we used. I don’t know if necessarily we would do it again but it is a good strategy and I like to talk about it.