How to Incorporate

A Launch Into
Your Business
Excess Capacity
of Your Expertise
 Excess Capacity
of Your Expertise
• Copywriter and email marketer Ben Settle and Direct Marketing Copywriter Dan Kennedy talk
about monetizing excess capacity.
• This is where you’re already engaging in an activity that costs you time and monetary resources
directly or indirectly.
• So, their counsel is to find a way to use the “leftover” that you have to create an income stream
or event of some kind.
• One example of this is if you have a newsletter that goes out on a regular basis that people are
already reading, you can give other people the opportunity to reach that same audience with an
advertisement.
• In effect, that person pays you for the “space” and you have monetized your excess space in the
newsletter.
• You see this with people who have Google Adsense on their website.
• Basically, they’re giving advertisers access to their readers who pay them for that “space” or
excess capacity.
 Excess Capacity
of Your Expertise
• The concept is that there is something you have that you’re using that
has already been paid for or is being paid for but isn’t being fully
monetized.
• Routinely, you may have areas of your life and business where you
have created expertise, that you haven’t monetized.
• It is sitting idle.
• One of the ways to monetize it is to create a digital product and make
it available to new and/or existing customers.
• In order to make that product available, you need to have a process
and typically that process is going to be called a launch.
 What Part of Your
Expertise
Should You Monetize?
 What Part of Your Expertise
Should You Monetize?
• Typically, you want to think of one concept that is easy to explain to people how they will
benefit from it.
• And you need to have some reasonable certainty that people are looking to get what you’re
selling.
• What part of your expertise solves the biggest problem that people are having right now?
• Not everything is a fit for that question.
• Not everything is a fit for that question, right now…but could be in the future.
• You create based on where people are already having a problem.
• If you can, you want to get a sense that people are already buying information, tools and
training to solve the problem.
• You can look at Best Seller lists and Social Media Groups.
• Think in terms not so much of survey question answers, but what people are saying when they
don’t think you’re paying attention and look for patterns/trends.
Who Can Use a Digital
Product Launch
 Who Can Use a Digital Product
Launch
• If you sell physical products or have a physical location and/or in
person business, you can benefit.
• You will not have to store inventory to create and launch a digital
product.
• And it won’t cost you anything but the time that it takes to put it
together.
• The expertise you have been building over time is already in place, it
just now needs to be monetized.
• Of course, if you’re an online business of any kind you will benefit
from a product launch.
 Who Can Use a Digital Product
Launch
• You could be an affiliate marketer that monetizes a customer list
sending them to the offers of other products.
• Over time your customer list will become less and less loyal to you.
• You want to be able to monetize a list so that you don’t have to work
quite as hard and pay quite as much to continue building your list.
• Launching a product doesn’t mean that you need to be in the
business of a particular product line.
• It means that you are choosing to have an event that you are
monetizing so that you can retain the business of affiliate marketing.
 Who Can Use a Digital Product
Launch
• You can think in the same fashion if you have an audience or service
based business model.
• If your job is to build an audience for a sponsor or group of sponsors
that does take focus.
• However, you don’t want to be at the mercy of the sponsors.
• You will want to be able to monetize your hard work and relationships
with the people that are listening to you or watching you.
• So, you are choosing to have an event that isn’t all of the time, but is
done periodically so that you can effectively keep your main business
your focus.
 The Key:
Your Buying Customer
List
 The Key:
Your Buying Customer List
• The key to the process will be a list of customer that you know are interested
by the fact that they have already made a purchase from you.
• If you don’t have a list like that yet, you will be launching your product so that
you can build a list.
• This is where frequency of launch may come in to play.
• If you want to build a larger and more consistent list buyers, you may have to
launch more frequently.
• If you are just trying to monetize your time and capacity you may need to
(and want to) launch less frequently.
• Everyone that purchases from you should automatically be added to your
email marketing list.
 The Key:
Your Buying Customer List
• Your goal then is to develop a business relationship with them based
on what they’re attempting to do.
• How can or will you help them to do that?
• It is your business to continually (whatever that means) give them
those things that will help them.
• You will keep in contact with them via your email service (Aweber,
Getresponse, Constant Contact, Active Campaign, etc).
• You will learn more about them and they will learn more about your
efforts to serve them.
 The Key:
Your Buying Customer List
• The business relationship you’re maintaining is ongoing.
• When new people join your list, typically from having made a purchase they should be a
walking into a relationship in progress.
• Some digital marketers and product launchers use what is called an induction sequence
(Ryan Diess) of automated emails to gradually introduce people to your brand.
• Once they finish this set of messages, you can begin sending messages to them as if they
are part of the ongoing conversation.
• The frequency depends on the relationship you establish.
• If that requires daily contact, you will want to write daily.
• If less then, write to them with less frequent contact.
• This is the most effective way to get sales of a product launch is to have an existing list of
buyers.
 If You Don’t Have An
Existing Customer List,
Then What?
 If You Don’t Have An Existing
Customer List, Then What?
• It’s tempting to start advertising before you know if your product is going to
sell.
• But one way to be more cost effective is to recruit affiliates to sell your digital
product.
• Affiliate marketers are sometimes people who sell similar products to a
similar market.
• In other cases, they are individuals that only sell the products of others to a
niche-based customer list.
• Regardless, these individuals will market your product through use of an
affiliate sales system.
• In exchange for them making the sale, you will pay them a sales commission.
 If You Don’t Have An Existing
Customer List, Then What?
• You may already be familiar with other affiliate programs.
• In many cases, these programs pay as little at 6-8%.
• Others as high as 30%.
• Digital product sellers routine pay no less than 50%.
• You pay this person a higher perecentage because they are doing the most difficult work
in the process there is…bringing you a new customer.
• You are forgoing the guess work to whether the customer will be interested or not; that is
what you’re willing to pay them such a high percentage.
• Plus, if you’re really focused on relationship building aspect of your customer list, you will:
• Add them to your customer list after purchase
• Continue to build a business relationship with them
• Introduce them to the rest of your product line.
Where Will You Find
These Affiliates?
Where Will You Find These Affiliates?
• Finding affiliates will not be easy to do depending on your market or niche.
• You will need to begin opting into the customer lists of individuals that
provide similar digital products in your niche.
• You will then need to approach them about being wiling to sell your product
to their audience.
• Be ready to give them access to your digital product so that they can see
clearly and feel good about what they’re recommending.
• Make sure that the affiliate system you choose is easy for them to:
• Set up their affiliate link
• See their results
• Shift some of your time and resources to creating successful affiliates.
 Affiliate
Communication
 Affiliate Communication
• It doesn’t matter how simple your launch is, thinking of how your affiliates will make sales
can and should a high priority.
• That means that when your affiliates sign up to find out more about your launch you want
to have the automatically added to an email list.
• You will then need to keep in touch with them up to, through and after the launch.
• In addition to building a customer relationship, you want to also build an affiliate
relationship.
• You will do this primarily through email, keeping in mind what is most important to them.
• That means that you don’t have to be ‘buddy-buddy’ with them if you made your
conversation about what is most important to them and that is their overall profit.
• Some of this will be built into your digital product design by assuring there is adequate
revenue per sale to make it worth an affiliate’s time.
• That is a topic worth of discussion and consideration beyond the scope of this course.
Questions?