Back in early 2006, Jeff Walker launched a course called Product Launch Formula. Product Launch Formula taught a very detailed, step-by-step approach to launching any product via the internet.
Jeff even provided case studies that showed how to use his Product Launch Formula to treat a major affiliate promotion campaign like a product launch. Product Launch Formula taught a proven method of launching a product, and in the process, convinced several THOUSAND aspiring entrepreneurs that the time was finally right for them to launch their product. The only problem was that many of them decided to release products all at the same time. Another problem was that many of the product launches were in the "Internet marketing niche" where many people launching products were seeking joint venture with the SAME pool of super affiliates.
This triggered an interesting phenomena where super affiliates were shown a plethora of absolutely incredible products... many of which the same "100 super affiliate" all chose to promote at the same time.
This triggered wave after wave of many of the super affiliates promoting the same product packages during well orchestrated launches. As soon as one of these well-orchestrated launches was over with, the next one kicked off.
The thing is, there really were a lot of great product being released. There were more great products being offered to the same core group of customers than they could possibly purchase AND digest... because it was coming at them so fast.
As the competition really heated up, and the market began to tune all of the emails, something interesting happened.
Since many of these products really did solve a painful problem in the marketplace, and since many people were on multiple lists, and got pitched on the same product by dozens of marketers... all on the same day, the distinguishing factors soon became the bonuses that the affiliates were offering.
When any product launch has so many super affiliates promoting the same product launch to the same customers, the product becomes such a "commodity" that the bonuses become what determines which marketer get the sale.
Soon, we had the "product launch bonus wars." Each launch soon became a contest to see who could get the most creative, and who could offer the most enticing bonus.. the bonus with the highest perceived value.
It was at this point that many super affiliates began to do their customers a big DISSERVICE. They began offering product launch bonuses that made no sense. They began offering product launch bonuses that distracted the customers too much, and kept the customer from even having time to use the primary product.
Some offered such huge bundles of "fluff" that their customers would read a mile long page describing their bonuses, be convinced that something in that long list was something that they needed, and grab the package just for that bonus. Often, those customers soon discovered that they'd never use the bonuses, and then they were STUCK with a bunch of useless clutter!
The criteria that conscientious should use is to offer bonuses that help a customer to get the most use out of a product. The bonus shouldn't distract them so much that they never even find the time to take the primary product out of its shrink wrap.
In my opinion, selling someone something and then overwhelming them with bonuses that keep them from using the primary product is totally WRONG!
I believe this so much that when I noticed Jeff Walker preparing for a launch of version 2 of his Product Launch Formula, after confirming that it really is one of the most useful products that many of my clients needed, I had to ask myself, "If I recommend this to my clients, how do I help them to actually USE the product?"
I think that is a very logical approach to deciding what bonuses to offer with any product.
Don't you?
For example, I acknowledged that anyone getting Jeff Walker's Product Launch Formula 2.0 would likely be planning on doing a product launch. If they are marketing online, they likely need help in planning that launch, getting joint venture partners, and publicizing their launch.
So, my "ideal" bonus for Product Launch Formula 2.0 evolved to:
1) A "solo" email, promoting only their product, sent to a list of 120,000 subscribers.
2) A live 2-day seminar where they are taught many of the things that they need to know to both launch their product and to continue building and running a successful online business.
3) At least 2 hours one one-on-one consulting.
So, that's what I bundled as my bonus for Jeff Walker's Product Launch Formula 2.0. My thinking was also that the live seminar would put... as many as... several hundred ideal JV partners in the same room.
My challenge issued to all affiliates promoting product launches is to offer bonuses that actually help the customer use the primary product and benefit from that purchase. My challenge issued to potential customers contemplating buying ANY big ticket item in particular is to look for bonuses that actually help you to use the product.
Buying a product just for a bunch of bonuses that you'll never use is generally illogical. Buying a product that comes with a bunch of product launch bonuses that distract and detract from the primary product is counter-productive. Offering your customers bonuses during product launches that are inconsistent with getting the most use out of that product is unconscionable.
So there you have my opinion on "product launch madness and bonuses that make sense." If you're serious about your business growth, I encourage you to give what I've just shared with you some deep though. Soul searching and intuition are good things :-)
Copyright: Copyright © 2008 Willie Crawford
About the Author:| Willie Crawford is an internationally-acclaimed speaker, author, seminar and radio show host, and leading Internet marketing joint venture and product launch expert. You can learn more about product launches and how to get your offer emailed to 120,000 at: http://BestProductLaunchFormulaBonus.com.
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