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December 3, 2014 By Andy Traub

Is Jeff Walker's Product Launch Formula Legitimate?

If you’re into giving out your email address for everything that looks appealing or helpful like I am then you can blame Jeff Walker. He’s the internet marketing professor to the masses.

His system Product Launch Formula has fueled over $400 million in on-line purchases. He’s made over $20 Million from selling the system.

Is the system a scam?
Does he make promises that he can’t deliver on?

Here’s the good and the bad of Jeff Walker’s Product Launch Formula.

The Good:

1. Jeff simplifies internet marketing
Jeff created a system that connects consumers who need help with marketers who can help them. In order to build trust with consumers marketers give potential buyers three free videos that peak the consumer’s interest and should stand alone in adding value. They’re not supposed to be a bait and switch but some use them that way. Some abuse Jeff’s system and offer three videos that offer very little actual value. The three videos combined with very specific email follow up makes up the majority of the system. It’s doable if you’re willing to learn it.

2. Jeff understands human behavior
Remember when we used to click on banner ads? Jeff Walker has created a system that works because he understands human behavior. Good for him. Every purchase is based on trust. The videos build trust with the consumer and Jeff knows that. He also knows that we need to be reminded to buy so that’s where the emails come in.

Consumers respond to scarcity so he teaches people how to make digital assets scarce to drive up demand. Some consider that manipulation but if what you’re selling really does help people then anything you can do to encourage them to buy is a good thing.

[Tweet “Jeff Walker has created a system that works because he understands human behavior. Good for him.”]

3. The cost of Jeff’s formula is around $2,000
Yes, that’s good news. $2,000 is a lot of money but if you pay $2,000 to learn how to make $20,000 then that’s a good deal. We don’t hesitate to send our kids to college for $80,000 but we think a marketer is scamming people because they charge $2,000 for a set of videos. I think Jeff’s course is priced appropriately if (and it’s a big if) you’ve got expertise, an audience, a team to help you execute the launch, and a great product.

The Bad News:

1. Jeff’s system is saturating the market
Consumers are going to stop opting in to these videos. Even if they trust the teacher and the content is helpful consumers are going to grow weary of this product funnel. I don’t blame Jeff for that. That’s like complaining that Apple is selling too many iPhones. That’s their job.

2. People believe Jeff’s system is all they need to succeed
Even Jeff Walker doesn’t believe his system is all you need to succeed. It’s a way to monetize a lot of hard work. He’s said himself that the key to success is hard work and patience. In his words, “I think a big part of it is the ability to delay gratification — being willing to put in the work now knowing it’s not going to pay off for three months or six months or two years.” (original article)

[Tweet “Even Jeff Walker doesn’t believe his system is all you need to succeed.”]

3. Jeff’s system will not work for many people
Systems don’t work until you put them into place and implement. It’s not sexy (or good marketing) to say that something is a lot of work but implementing Jeff’s system is a lot of work. It’s worth it, but it’s a lot of work. It will teach you how to put your well-made product in front of people by being generous.

You still have to have a great product and get it in front of people. Those aren’t small things. Producing great products happens after you have spent time learning. Experts create great resources.

Is Jeff Walker (and his system) legitimate?

I’ve never spoken to Jeff but I have some good friends that know him personally. I trust their recommendations. They trust him so I trust him.

Jeff’s system is legitimate and it can be done with excellence. The best current example of an expert utilizing Jeff’s system is Michael Hyatt. Why is Mike doing it right while so many others struggle to find traction using the system?

  1. He spent years becoming an expert. Mike only teaches on things he’s had success at.
  2. He has a team helping him. Jeff’s system has a lot of moving parts and Mike was smart enough to hire the right people to help him implement the system.
  3. He adds value even if you don’t buy anything. Mike’s video series has incredible value. You’ll learn from it and you’ll be impressed by its quality.
  4. He personalizes the experience. The most dangerous thing you can do when you buy a system is not personalize it. If you don’t your customers will know that you’re just plugging in the pieces, hoping the equation works out. You have to add your own personality to the process.
  5. He uses scarcity in a legitimate way. This is a nuanced element of Jeff Walker’s system but you can create scarcity and drive consumer behavior by opening and closing the purchase window. Mike does this in a legitimate way. When he closes the door it’s really closed. He does this with his on-line community Platform University and he’s doing with his latest project Best Year Ever. Some use it as a tactic but don’t really close the buying window. Mike closes the purchasing window and keeps it locked.
  6. He doesn’t sell often. You can read Mike’s blog and follow him on Twitter to gain a ton of great wisdom. That’s all free. You can buy his book for $10 on Amazon. That’s cheap. Most of Mike’s content is free. He’s not selling every time you open an email from him. He’s generous and that makes buying from him easier.
  7. He’s tested it. Mike has learned to make changes to the system based on the preferences of his audience. He’s made the system work for his audience and his team.

This is all on my mind because I’m working with Michael, Jon Acuff and Dan Miller to promote Michael’s Best Year Ever course.  If you’d like to see an example of great pre-launch videos while learning a lot at the same time then check this out.

If you’d like to join me and Michael, along with our friend Dan Miller for a video chat next Wednesday when we talk about the Best Year Ever course you can register for that by going here.

Filed Under: Marketing, Uncategorized Tagged With: email, jeff walker, michael hyatt

July 3, 2014 By Andy Traub

Why You Can't Steal a Brand Even if You Try (NSA vs. Michael Hyatt)

The National Speakers Association was tired of being confused with the National Security Agency that has been stealing American’s information so they decided to steal Michael Hyatt’s brand. Take a moment to enjoy the irony of that. They avoided being the NSA that steals information by stealing. Like most thefts, this one is NOT going to end well for the thief.

This video is like a security camera. It captures the exact moment the crime happened.

 

You can’t steal a brand in 2014 and it has nothing to do with trademark laws.
3DPlatformCover-2Platform is a common word but it’s also already the name Michael Hyatt’s New York Times best-selling book, on-line community with thousands of members and conference. Their decision may have some legal ramifications since Hyatt started the process of trademarking the term a few months ago. The most important lesson we can all learn from their obvious mistake is that you don’t own your brand, your tribe does.

[Tweet “You don’t own your brand, your tribe does. @NSASpeaker #theft #Platform”]
Michael Hyatt has mentioned his disappointment on social media.

Sad to learn that @NSASpeaker has changed it’s name to Platform, since I have a book, conference, and membership site with that name. #NSA14

— Michael Hyatt (@MichaelHyatt) July 2, 2014

What’s more powerful is the response of hundreds of his tribe members.

@NSASpeaker ouch – didn’t research the brand enough to know @MichaelHyatt already has that one? Or just don’t care? — Tim Shutes (@timshutes) July 3, 2014

@NSASpeaker you completely lifted the @MichaelHyatt #platform brand. You cannot be serious! Answers please.

— Al Getler (@AlGetler) July 3, 2014


 
When you build an idea and a brand your tribe will protect it
Popular author Chris Ducker spoke at the event and when they announced branding theft/rebranding he said he was flabbergasted. Chris Ducker Platform response
 
Don’t mess with the tribe
Their Instagram post has over 50 comments from defenders of Hyatt and zero responses by the NSA. Their last tweet points to a FAQ about the name change.

Looking for more information and FAQ about Platform? You can find it here: http://t.co/kM2JgLc5aj #NSA14 — Nat’l Speakers Assoc (@NSASpeaker) July 3, 2014

What we’re seeing is a great example of a hyper engaged tribe and a tone deaf organization.

[Tweet “What we’re seeing is an engaged tribe and a tone deaf organization. @nsaspeaker”]

I am part of Michael Hyatt’s tribe so my opinion is obviously biased. Even an outside observer can see that the branding theft is obvious. The red curtain background is the icing on the branding theft cake.

Did the National Speaker’s Association know?
NSA likely hired an outside firm to help them rebrand. That firm decided to use the name Platform with full knowledge of Hyatt’s existing branding and NSA leadership, also aware of Hyatt’s branding, agreed to the branding theft.

The money has been spent. The banners have been printed. NSA has backed themselves into a corner and they’re going to have to decide what to do. Some have suggested they change the name to “Podium”. The NSA has to the least make a statement acknowledging their right to use the name and at the most change the name again. My suggestion is that they do both.

This isn’t going away and it shouldn’t. My guess is that Hyatt is bothered by the move but he’s experiencing more joy than frustration right now because he’s watching his tribe defend him and his work.

There is no win-win
The organization of NSA and the work of Hyatt are too similar for this to be a win-win. Hyatt was there first. He din’t trademark the name because it’s a common word and frankly because he doesn’t have to. You don’t have to defend your brand, your tribe will do it for you.

Other Perspectives
My friend Mike Kim wrote a great summary of this incident as well. Michael Hyatt “Owns” Platform … And 4 More Reasons The NSA Blew It On Rebranding

For another perspective on protecting your ideas in a digital age read this post by Seth Godin –How To Protect Your Ideas In The Digital Age

Filed Under: Being Different, Marketing, Uncategorized

February 6, 2014 By Andy Traub

Win at Jeopardy and life with the Forrest Bounce

If you want to win at life then you need to be willing to use the Forrest Bounce.

Arthur ChuArthur Chu has won over $102,000 on Jeopardy because he’s employing that unique strategy. He pics different amounts in different categories while playing Jeopardy and his opponents are having a difficult time keeping up.

Click here to watch the video

Purists are irrelevant
The goal of Jeopardy is to win fairly. Arthur Chu is winning and he’s not breaking any rules. If you want to win at life I suggest you take permission and try different categories. Move around and try different hobbies, restaurants, routes to work or even where you live. If some people don’t approve it doesn’t matter. It’s not their life or in Chu’s case, it’s not their game.

Who is your competition?
The competition that you need to outmaneuver is complacency, fear and the habit of doing what you know instead of what might be. In your business, your writing, your parenting and your dreaming, try the Forrest Bounce.

Move around.
Become unpredictable.
Surprise even yourself.

If you can ignore the purists and have the guts it’s a winning strategy. Just ask Arthur Chu.

Where do you mix things up in your life and vary from the “norm”? Has it paid off?
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If this post was helpful you can get them all via email by clicking here.[/gss-content-box]

Filed Under: Being Different, Permission, Uncategorized

December 30, 2013 By Andy Traub

How to make 3D artwork for your digital products; ebooks, audio programs, videos

paperbackstanding2Have you ever wondered how people get those cool three dimensional images for their digital products? There are several options but most are very expensive and require a level of expertise that most of us don’t have. Doing it yourself is an option but that often requires specific software (Photoshop) that is total overkill.

Announcing the Easy 3D Covers Tool:

  • Launching in early January 2014ipadvertical
  • 103 unique product templates
  • Unlimited downloads
  • Mac/PC compatible
  • Subscription options that fit any budget
  • Completely web-based
  • Video tutorials to shorten the learning curve
  • Personal email support

Now you can make great 3D cover art in less than five minutes. Watch the video below to see proof.

** Video is at 2X speed to save you some time **


You can also click here to watch the video

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Click here to gain access to the Easy 3D Covers Tool

 

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[gss-content-box]If this post was helpful you can get them all via email by clicking here.[/gss-content-box]

Filed Under: How I work, Marketing, Productivity, Self-publishing, Uncategorized

July 5, 2013 By Andy Traub

True Motivations for The World Domination Summit

I cried this morning. When you’re a grown man being misty eyed counts. It happened as I went in to kiss my two oldest kids (5 and 3 yrs old) goodbye while they slept. They’ll look older when I get back, it happens every time. I’ve tried to explain why I’m going to Portland, Oregon a few times this week and I end up sounding like an idiot. I’m going to the World Domination Summit and given our world’s political climate perhaps it’s wise that I tell as few people as possible the name of the conference. It’s friendly though, I promise.

Chris Guillebeau started the conference just a few years ago and it has quickly grown to 3,000 attendees. This may not seem like a huge deal but Chris is one man. He’s not part of a larger brand or even business. He works for himself and I doubt he even has an office he works out of. He’s the ultimate solopreneur (entrepreneur that works for and by himself most of the time). If you look for #WDS2013 on Twitter you’ll see the huge variety of people attending and expecting different things. This conference is unique. There isn’t another that comes close to it. It’s defined much more by the personality of the attendees than the founder or the speakers. There will be great speakers and break out sessions but the topics will vary wildly  and there will be few lines drawn that we must follow.

This is a conference for people who think for themselves and it gives us a space to do just that. This isn’t a place for a step by step plan to change your life, it’s a time for friendship and opening your mind to new possibilities in yourself. That may sound like a vague reason to buy a ticket for hundreds of dollars then pay hundreds more to fly and stay in a hotel but I trust Chris and I trust the other attendees. There are billions of people in this world and I’m pretty darn excited about the 3,000 I get to hang out with this weekend in Portland.

If you didn’t know what to expect then you might fill your mind with ideas and scenarios. For the next three days I’m going to leave my scenarios at home in Sioux Falls and leave myself open to new friends, new ideas, new hope and new joy. The only way to receive a gift is with open hands. Here I come Portland, with open hands.

Filed Under: Being Different, Solopreneur, Uncategorized

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