How Selena Soo Used the “Excalibur Method”  to Have Her First Million-Dollar Launch

How Selena Soo Used the “Excalibur Method” to Have Her First Million-Dollar Launch

How Selena Soo Used the “Excalibur Method” to Have Her First Million-Dollar Launch




Selena wanted to take her high 6-figure business to the next level with a 7-figure launch.

Working with Ron

She learned how to use the “Excalibur Method” to build an army of 170 affiliates and uplevel her launch sequence.


Selena added tens of thousands of new subscribers and made 7-figures from her launch. Now she’s able to impact even more people with her message.

“I was feeling overwhelmed in my business…”

Selena is a publicity coach and strategist at

She built a multiple-6-figure business helping people get publicity. And she wanted to push herself to a higher level.

Her goal was to do a 7-figure launch for her new online course Impacting Millions. It wasn’t about the money. It was about expanding her reach and fulfilling her potential.

But she didn’t know how to do it. As she says:

“I had a big vision of doing a 7-figure launch but was paralyzed on how to get there.

People talk about evergreen funnels and challenges and being active on Instagram. There were so many options. I knew I had to do something different, but I didn’t know what.”

Selena shares the challenges she faced in her business.

Selena had already done solid launches that made multiple 6-figures.

But she knew what got her here wouldn’t take her to the next level.

Instead of wasting time figuring it all out herself, she wanted to a mentor who could help her hit 7-figures.

Someone with experience who knew the launch strategies that were working now. And which ones would work best for her.

After meeting Ron at a mastermind and getting to know him, she decided he was that mentor.

“Ron has been hands-on with several dozen launches. So he can speak with lots of experience. His advice isn’t just theory. It’s proven and tested.”

The two of them began meeting on monthly calls.

They mapped out a plan for Selena to break through the 7-figure mark.

Part of this was to use Ron’s Excalibur method. This is a launch system he developed that helped industry leaders like Todd Herman and Ryan Levesque have multiple 7-figure launches.

The two parts of the system that scared Selena the most also turned out to have the greatest impact…

“We built an army of affiliates”

Selena and Ron decided she would need affiliates for this launch.

But she couldn’t rely on the same 7 she had used in the past. If she was going to go big, she needed to expand her network and get new people to promote her.

But she didn’t know how to do it.

“I didn’t know how to reach out to people who didn’t know me and get them to say yes.”

With Ron’s guidance, Selena began to reach out to influencers — including several big names she admired.

She knew many of them would be in Las Vegas at the same time. So she hosted an event where she would talk about the work she was doing.

“I was nervous about speaking on stage in front of all these people. I kept thinking “Selena, you’re going to make a fool of yourself.”


She didn’t want people to feel like she invited them there just to pitch them. So Ron suggested a unique way to get them to support her launch.

“At the end of the presentation, I let everyone know that if they were interested in being a part of my launch, I’d be at dinner 30 minutes early to talk more about it.

So rather than doing cold pitch, we made it more of a social thing. That worked really well.”



Using this strategy, as well as a few others, Selena ended up with 170 affiliates for her launch.

Of course, getting affiliates onboard is one thing. Getting them to promote her launch is another.

But Ron’s Excalibur Method helped her with that. Here’s how:

“We created excitement and competition among the affiliates…”

Ron showed Selena how to stay in touch with partners. She sent regular emails months before the launch to keep them engaged and ready.

As the launch drew closer, he had Selena create contests and give prizes to affiliates who hit certain milestones. This kept them motivated throughout the launch.

But that wasn’t all…

“We did an affiliate training webinar. Then Ron got in the Facebook group and did a live stream to help them come up with their bonuses. During the last 48 hours, he did another one to help people go into “beast mode.

It was great to have someone else pushing affiliates from all different angles.”

“I reached a new level of impact”

Selena’s affiliates sent her tens of thousands of new subscribers.

But she needed a way to connect and build trust with these people fast.

This meant doing something she had avoided her entire career: shoot a pre-launch video training series.

“I was proud to have done multi-6-figure launches without ever doing a video series. But I knew I needed to build that know, like, and trust factor quickly. And these videos would help with that.”

Ron gave Selena proven scripts to use in these videos. And he oversaw the process to make sure everything would work.

The response to the videos blew Selena away.

“I saw hundreds of comments under the videos thanking me. I felt I reached a new level in of impact in my business”

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Selena’s pre-launch videos got over 700 positive comments.

“Leave it all on the battlefield…”

Selena’s launch was off to a great start. Her affiliates were promoting her and people were going crazy for her content.

But she was still scared.

She didn’t want to do all this work only to fall short of her goal. So she kept going back to Ron for new ideas on how to ramp up engagement and sales.

“Every time I go to Ron he comes up with mind-blowing solutions. He gives me so much clarity. I always think he’s going to run out of ideas, but he never does. It’s insane.”

One idea was to hire a sales team. Which Selena did. This extra layer of personal touch helped her close more sales.

Another idea Ron gave her was to do a Facebook Live stream. She invited 10 experts in the online business world to share their knowledge one at a time.

Then she did a live Q and A session with her audience.

“I did a 6-hour livestream on Facebook.

At first, I thought “is that necessary?” But Ron said to ‘leave it all on the battlefield’.

It turned out to be energizing. It engaged people, and I was glad I did it.”

Selena’s live stream got 3,700 views.

“I doubled my list and made 7-figures”

After the doors closed on her launch, Selena realized she had doubled her email list.

She already had tens of thousands of people on it. So this was a significant increase.

She also hit her goal of a 7-figure launch. Which was twice as big as anything she had done before.

But it wasn’t about the money. It was about pushing herself to grow as a person and entrepreneur.

It also let her fulfill her mission of making a greater impact.

“The people I support are looking to impact others. To help these people who want to make a big difference is energizing and fulfilling.”

Now that she scaled her reach and revenue, Selena is focused on finding new ways to serve her customers.

She’s working on new programs to help them hit even higher levels.

“After people take the course they want next that thing. So we’re adding new features to our products and working on what we can offer next.”

The two thing she wish she did differently

With one 7-figure launch under her belt, Selena is excited to make the next one even bigger.

Because she now has a proven system that works. So she can repeat this success even while doing less the next time.

“Ron advised me to make my launch shorter, but I didn’t. Next year I will though. It takes a lot of stamina to do a launch for a full month.”

She also realized she could have had this success sooner had she got help earlier.

“Ron is the real deal. There’s a reason Hay House and Todd Herman work with him. He gets amazing results. I should have hired him sooner.”

Want to work with Ron?

You can now get similar guidance from Ron inside his A-Players Membership program.

It’s a 6-month coaching package that includes an in-person mastermind.

If you want to double or triple revenue with your next launch…

Explode profits through high-ticket and continuity programs…And create a strategic plan for long-term growth…

Then click the link below.

There are only 20 spots available.

It starts up soon. So click below now to apply and see if the A-Players Membership is right for you.

7 Powerful Marketing Lessons I Learned From Watching Scientology Documentaries

It is the dawn of a new era.

There is no doubt about it:  every year it’s getting more and more difficult to sell online.

Many launches are failing…

Facebook advertising is getting more and more expensive every single day…

New competitors are entering the marketplace every minute…

Amazon and Google’s quests to make information freely (or very cheaply) available to everyone are making people think twice about investing their hard-earned money in coaches and programs.

While email deliverability is at an all-time low, social platforms like Twitter and Facebook (and Snapchat and Instagram…) are winning the war for your would-be prospects’ precious attention.

And as time goes by, these problems are going to get worse.

Much worse.  

Our current rapid-change climate is going to cause these problems to increase at an exponential rate over the coming years.

So what are we to do?

Is it soon going to be time to pack it in and go back to working at a J-O-B?

(Maybe one of the Big Four will even hire you, you never know).

Fortunately, not everything is doom and gloom.

There is one action you can take that will virtually guarantee you will be successful for years to come.

This thing is so powerful that it will make it possible for you guard against the rapid changes described above.

What’s this thing I’m talking about?

You can start a cult.


Why “Cult-Building” Is The Surest Path To Success In The 21st Century

Okay, I don’t
mean you should start an actual cult

Actual cults are designed to serve one authoritarian leader, who expects unquestioned obedience and wants to cut off the freedom of his or her followers.

This is not cool.

However, designing your business in a way that create a fanatical, “cult-like” connection with your audience and followers is something that will serve you well in the near future.

This is something that many of the most successful businesses already do.

Apple’s following has often been described as “cult-like.”

(If you’re reading this, there’s a very good chance you’re already a member of that cult lol.)

Harley-Davidson is another great example of a cult brand.

One of the fastest growing fitness companies of the past 10 years, CrossFit also has a cult-like following.  

So much so that it’s often described as an actual cult (just type “CrossFit cult” into Google and you’ll see what I mean).

But when it comes to having a cult-like following, none of these can hold a candle to Scientology.


Scientology:  The Gold Standard Of A “Cult” Brand

Scientology is arguably the largest and most successful cult in the history of the world.

It’s even recognized as an official religion in many countries.

Therefore, if we want to learn how to build our own cult-like followings for our businesses, we might as well learn from the best 🙂

I’ve been fascinated by Scientology for many years.

For a while, I thought it was just so interesting and wondered why famous celebrities like Tom Cruise and John Travolta were members of it.  

But as I looked more into it, I became amazed at how good at marketing they were.

As I studied their marketing, I was even more fascinated by how much of what they did mirrored things I had learned from my decade-plus involvement in the direct-response and online marketing worlds.

It turns out, that many of these direct-response marketing practices are actually somewhat rooted in Scientology, rather than the other way around.

(For more information on this, do some research on the connection between est (now Landmark) and Scientology.)

I bow to the masters.

What follows are the top 7 marketing lessons I’ve learned from watching Scientology documentaries:


Lesson #1:  Always Promise Ultimate Transformation

At the core, anyone who joins a cult is joining it because of the promise of a better future.

The leader will come along and talk about how the past and present were and are horrible but things will be better, much better if the disciples just follow a certain “way.”

People initially get interested in Scientology because it promises to fix their flaws and help them with things like self-confidence, communicating with others and better controlling their emotions.

In fact, a few weeks ago while I was on my way to meet a friend at a bar in Hollywood, I just so happened to walk by the Church of Scientology Celebrity Centre.

You might be aware that there is a huge connection between Scientology and Hollywood, and they recruit many actors to join the religion.

There were various flyers pasted on the center’s walls about workshops on topics like “How To Nail Your Next Audition” and “What Does It REALLY Take To Be An Actor In LA?”

Pretty harmless.

Not much different than the types of lead magnets and free workshops we promote in the online space.

Eventually, as you get more into the religion, you’ll find that it can help you with A LOT more than self-confidence and making it in Hollywood.

It can provide you with ultimate freedom and power.

In fact, they even have a structured curriculum for attaining this called, “The Bridge To Total Freedom,” which consists of a series of classes were you can advance up the levels to achieve total mastery of your life.

In other words, they are providing a path for ultimate transformation.

The more you can get people to believe that your product or service will truly transform their lives at the core level, the more influential you will be.

Here, we want to tap into the deep desires people have.

For example, one of my favorite companies that has a very “cult-like” following is Dave Asprey’s company:  Bulletproof.

Drinking Bulletproof Coffee everyday and following the Bulletproof Diet will not just help you lose weight (a surface desire), it will make you a “bulletproof” person who has supreme confidence and power who can conquer any challenges that life presents to you.

You might have noticed that the promises of Scientology, Bulletproof, and Harley-Davidson (whose core value is freedom) are not that much different.

This is not an accident.


Lesson #2:  Have A Source Doctrine Or “Bible”

Nearly all the biggest cults and mass movements in history have source text that espouses their beliefs and philosophies.

Classic examples of these include the Holy Bible itself and Karl Marx’s Communist Manifesto, which inspired the Communist revolution in Russia.

The source doctrine for Scientology is L. Ron Hubbard’s book, Dianetics.

This book, published in 1950, outlines the core tenets of Scientology, and Scientologists consider its publication one of the groundbreaking moments in human history.

In fact, the Church’s calendar is even based on its publication.

For example, this year (2018) would be known as year 68 AD, (68 years after the publication of Dianetics) in Scientology circles.

Ideally, you’ll want to have one core doctrine that outlines your core philosophies.

Nothing beats a published book when it comes to this.

My favorite example of a modern-day doctrine is Tim Ferriss’s Four Hour Work Week.

This book outlined Tim’s core philosophies on topics like “hacking” life, outsourcing, creating automated income, and traveling the world.

This book inspired an entire generation and an entire industry.  I’ve met many people who literally refer to it as their “bible.”   

A couple other great examples of modern-day “bibles” include The Game by Neil Strauss and The Secret by Rhonda Byrne.

Strive to create something that your target audience refers to as their own “bible” and you will maximize your influence.


Lesson #3:  Develop Shared Values And Beliefs

There are certain core values and beliefs that all Scientologists have bought into.

These are the core philosophies of the religion.

Among their most powerful is the belief that humans possess infinite capabilities.  This belief positions the religion as the ultimate vehicle for transformation in the minds of those who follow it.

Other core values of Scientology include the rejection of psychology and psychiatry as well as the rejection of drugs.

Notice how these beliefs even further position the teachings of Scientology as the “only” option if you want to reach your infinite potential.

When trying to influence an audience, you’ll be well-off if you have a few well-thought out values and beliefs that you stand for.

In addition, having certain things that you stand against is also very powerful.

Once you have these in place, you’ll want to constantly espouse them in all of your communication.

An excellent example of someone to model here is Robert Kiyosaki, author of the now-classic book, Rich Dad, Poor Dad.

The core premise of the book is the idea that “rich people know things that poor people don’t know.”  As he sells this idea throughout the book, he also outlines his main philosophies on building wealth.

Some of these include the idea that it’s great to build assets versus just building income and that’s it’s better to be a business owner rather than an employee.

He talks about how real estate is a great way to build assets as well, which well-positions his other courses and seminars on how to make money in real estate.

The important thing to note here is that, if our goal is to profit, we want to make sure that the values we’re espousing prime people for our paid solutions.


Lesson #4:  Have A “Secret Language”

Creating a “secret language” that is used by your audience is one of the most powerful ways to create a cult-like following.

No one did this better than Scientology.

It’s not even close.

The main goal of Scientologists is to become “clear.”  This means you will have total freedom in your life and there is a structured curriculum that will help anyone get to this desirable stage.  

Those who dive deeply into the curriculum learn to speak a secret language including terms like “thetans” and “audits” as they gain greater understanding of the “technology” that is Scientology.

Members of Scientology are very enthused to “keep Scientology working,” which is often abbreviated as simply, KSW.  Enemies of Scientology are known as “suppressive people” or just “SPs.”

If you’re an online entrepreneur, then you know we also have our own secret language that those outside of the industry don’t really understand.

We talk about things like “conversion rates” and “pixels” and “strategy sessions,” which those outside the online “cult” would have no way of knowing about.  

The aforementioned CrossFit is another example of a group that has done a great job of creating its own secret language.

They’ll use terms like “AMRAP” “MetCon” “Fran” and “Mary,” which would sound like Greek to non CrossFitters.

Creating your own secret language is actually not that difficult.

Essentially, you just need to take whatever concept you’d like to talk about and give it it’s own proprietary name.

For example, in CrossFit MetCon stands for “metabolic conditioning,” which is basically interval training.  

Dave Asprey sells the “Bulletproof Diet”, which is more or less a standard ketogenic diet.

You can do similar things to become more influential in the eyes of your audience.


Lesson #5:  Have A Common Enemy

Few things are more powerful in galvanizing a group than having a common enemy.

In the book, True Believer:  Thoughts on the Nature of Mass Movements, the author Eric Hoffer writes about how “hatred is among the most powerful unifying forces.”  If you spend time studying the biggest mass movements in history, you’ll find this to be the case.

The leaders of Scientology do a great job of using common enemies as a way to unify their members.

Essentially, anyone or anything who threatens Scientology becomes public enemy #1.

As mentioned above, they even have a name for these kind of people:  suppressive persons (“SPs”).  In addition to that, they have an actual written philosophy for dealing with enemies known as “fair game.”

To see examples of the fair game philosophy in action, check out the documentaries Going Clear and My Scientology Documentary.

Now while I believe Scientology can go a bit too far in how they respond to enemies, there’s no doubt that galvanizing against some kind of an “enemy” is a powerful form of influence.

A very effective way to this is repel against a competing idea.

Getting back to our earlier examples, both Tim Ferriss and Robert Kiyosaki did a great job of positioning the “rat race” and the “9 to 5” as enemies.

Dave Asprey’s favorite enemies include carbohydrates and mold toxins (but fear not, if you purchase his lab-tested Bulletproof coffee, your coffee is guaranteed to be completely free of mold toxins).

In many ways, CrossFit has done an excellent job of making an enemy out of any types of exercise practices that are not CrossFit.

These would include body building type routines and “long, boring” cardio sessions.

Finding competing ideas you can make enemies out of in your business is not very difficult.

Most likely, there are already some competing ideas that you cannot stand that go against the philosophy of your company.

Creating an enemy out of those ideas is as simple as making sure you talk about these enemies more often in your messaging.


Lesson #6:  Harness The Power of Micro-Commitments

You want to create the least resistance possible to joining your “cult.”

A great way to do this is through the power of micro-commitments.

A micro-commitment is a very small step that get people on the path to where you want them to go.  This term was popularized by one of my most important mentors, Ryan Levesque.  

A micro-commitment is essentially a “gateway drug” into your world.

The Church of Scientology uses one of the most effective gateway drugs possible to get people interested in their teachings:  a personality test.

Personality tests, quizzes and other types of assessments are excellent engagement tools because people love learning about themselves.

There is an entire art and science to creating effective quizzes, which I don’t have time to go into right now.

However, the important thing to note here is that the most effective types of quizzes for cult-building purposes are ones that are non-threatening to take, but do a great job of pointing out the problems people are facing and leading them to on a path where they can improve said problems.

An excellent example of an assessment that fits this bill is Brendon Burchard’s Success Indicator Assessment.

This assessment is free to those who purchase his book, High Performance Habits (his doctrine that outlines his pillars of high performance).

After people take the assessment, they can see how high they are performing in relation to others.  They’ll see where they are strong and more importantly, where they are lacking.  

Now if you want to improve your performance, you’re in luck:  Brendon has many resources (technology?) available for this exact purpose.

These resources include various personal development and business courses, live events, masterminds, and even the opportunity to become a Certified High Performance Coach.

Brendon is also doing a great job of practicing our final lesson in this article.  Let’s talk about that now.


Lesson #7:  Ascend Your Followers To Infinity (And Beyond)

You might already be familiar with the idea of the “ascension ladder” used in many coaching, consulting and info-marketing business.

The idea of the ascension ladder is that people start at the bottom by buying one your front end products (let’s say for $100 or less).

Next, you might offer them a more advanced program for $1,000 to $2,000.  After that, you might offer a group program in the $5,000 to $8,000.  Then you might invite them to join your exclusive mastermind for $25,000+.

Overall, this model works quite well and there are many eight (and even nine) figure business that follow it.

The Church of Scientology embodies the gold standard when it comes to ascension.

No one does it better.

Their ascension model is the “Bridge to Total Freedom” mentioned previously.  

Any practitioner of Scientology can take a look at this chart and see exactly where they are in relationship to the ultimate goal of Scientology (total freedom).

If you’d like to move up the bridge and increase your level, Scientology offers all sorts of courses that will allow you do this.

And these courses are not free.

Apparently, it costs around $128,000 to move all the way to the top of the pyramid.

One thing that Scientology does that really helps them maximize their revenue is they create an environment where most people feel like they’re never really “there.”

There’s always another course to take that will make the practitioner even more awesome.

There are few better methods for maximizing revenue and retention than this.

Of course, there is a right way and and a wrong way to implement these kinds of ascension models in your business.

More often than not, there is a direct correlation between those who get the best results and those who invest the most money in coaching and other high end programs.

So selling people who’ve gotten tangible results something else that will get them more and better results (or even selling them your highest level program first) is completely okay.

On the other hand, it’s not cool to keep selling people more stuff with the constant promise that “this” will be the thing that finally gets them to the next level.  


Say Hello To Your Glorious Future…

We just went over seven powerful lessons from one of the most powerful (and profitable) cult-like brands the world has ever seen: Scientology.

Over the next three to five years my belief that the the gap between the winners and the losers of the business game is going to get wider and wider.

The winners will be those who take the time to build “cult-like” brands and forge a strong connection with their audience.  

My hope is that you take these lessons and apply them to your business in a way that makes the world a better place for all involved.  

If you do, you’ll find yourself on the winning side of the business game both in the immediate future and for years to come.

While others are struggling to keep up with all the latest tactics and techniques, you’ll be in a secure position because you’ll have a rapid following of evangelists who have already been transformed by your products and services.

As Spiderman says:  “With great power comes great responsibility.”  So please use these newfound powers of yours only for good 🙂

Now I have to ask you…

One is the ONE strategy from this article that you can apply immediately to grow your business?

Please let me know by COMMENTING below.

Happy cult-building!




The Product Launch Manifesto: Declaring War On Mediocre Launches

The Product Launch Manifesto: Declaring War On Mediocre Launches

The Product Launch Manifesto:


Declaring War On Mediocre Launches


This post is the culmination of over 10 years of experience marketing on the Internet. And it contains my hard-won secrets to launch explosively into the marketplace and build a sustainable online business.

A word of warning though: I’m about to tell some unfortunate truths about what’s really going on in the industry right now in terms of product launches.

And while product launches are still the single best strategy for taking any online business to the next level, the days of the “easy” six or seven figure product launch are over.

We’re going to go into details about why this is and more importantly, what you can do about it.  Let’s start with answering a simple question that’s probably on many people’s minds:

Are Product Launches Dead?

In my launch consulting work, I get asked this question on a weekly, if not a daily basis.

Many people are wondering whether product launches still work. It’s common at marketing events to hear people say things like…

“Product launches don’t work anymore.”

“People are so sick of product launches.”

“People are getting ‘launch blindness.’”

“People are hip to the ‘4-part video series’ strategy and it no longer works.”

While NONE of these statements are true, I completely understand why many people are thinking along these lines.

The Reason Why Launches Don’t Work Like They Used To

Most savvy entrepreneurs realize the power of having a six or seven-figure launch.

But the days of being able to “mail it in” and do 7 figures in launch revenue are over.

It’s frustrating when you see your friends and colleagues doing successful product launches while you sit there and wonder what they have going for them that you do not.

It’s even worse when you see someone who just cleared over 7-figures while selling a crappy product.

Many ambitious business owners who are already earning multiple-six (or even 7-figures) in revenue are NEEDING to have a huge launch because they are overextended in their businesses.

Their next launch HAS to work or else their business might soon be in dire straights.

In essence, they might be one bad launch away from not being able to pay their mortgage.

And then they’ll also hear behind-the-scenes that so and so’s launch bombed or failed to meet expectations and this makes them even more nervous about their upcoming launch.

This causes them to think things like:

“Is this the end of my Internet dream?  Am I going to have to go back to getting a job soon?”

“Are people going to finally find out that I’m a fraud and don’t really know what I’m talking about?”

“Am I going to be able to pull off a successful product launch? There is just SO much to do. Is this even worth it?”

The good news is that you CAN still pull off a successful product launch. But the standards are a lot higher than they used to be.

And believe it or not, this is actually a GOOD thing.

You WANT to be held to a higher standard, because his will PUSH you to only put out your best work possible.

This gets to the heart of why launches generally are starting to lose their effectiveness. There are two main reasons for this:

Number 1 is Lies My Guru Told Me and:

Number 2 is Failure To Evolve

Let’s talk about each of these:

Lies My Guru Told Me

Here’s the dirty secret about the online marketing industry:  88% of the people who buy online training programs are beginners who have not yet made their first dollar online.

Survey after survey bears this data out.

Not only that, but more than half of the people who purchased during a product launch have already purchased something from a previous product launch.

They’re looking for the latest thing that’s going to lead them to Internet glory.

Until the next thing comes around, that is.

Now of course, it would be easy to put the blame directly on the customer and just say “it’s their problem” that they’re not getting results.

But here’s a seldom spoken-about truth about what that’s a drastic mistake:

The low success rate of most products is the exact thing that allows the online marketing industry to survive.

Think about it:  if Jane Customer purchased a $2,000 program, implemented it, and got tangible results soon after, what’s the likelihood she’d buy the next $2,000 product everyone in her inbox is raving about?

Not likely to happen.

My biggest gripe is that many of the products that are sold to beginners are not really designed with complete beginners in mind.

While it’s true that one to five out of a 100 people who purchase online training programs will be able to figure it out and get results, this is the exception that proves the rule.

But selling a program that implies that it’s easy to get to “$10,000 a month” or “$100,000 a month” if you just use the XYZ Marketing System is not cool and will lead to drastic consequences.

Because so many customers have been burned repeatedly by the latest and greatest product that was launched, they are more skeptical than ever when it comes to purchasing new products.

This is a trend that’s going to continue if we don’t do something about it.

Failure To Evolve

The second big reason why many launches are trending downward is because of the Failure To Evolve.

If you think you’re going to do a six or seven figure launch just by doing what worked 12 or even 6 months ago, you’re in for a serious surprise.

What used to happen was that someone would initially launch a product and it would do pretty well.

Then, this expert would use that momentum to get more partners and do a BIGGER launch the following year (of the same product), and an even BIGGER one the year after that.

Lately, however, many entrepreneurs who have previously launched a product successfully are finding out that the follow-up launches are not doing as well as the initial ones.

This is because they’re not evolving: both from a marketing and a product standpoint.

They’re not convincing the audience that this version of the product is NEW and DIFFERENT than the one(s) that came before it.

So whether you’re launching something new or you’re planning on re-launching something you’ve released before, it’s critical that you put some serious effort into making sure your audience can tell that your product is not just the same old same old they’ve seen before.

And Now For The Good News…

If you’ve been paying attention, then you might have figured out the path to having a home run launch and building a sustainable, successful business.

Typically, what happens is Jane Customer buys a product, does not get any results, then buys another product.

The entire online marketing industry is in some ways a house of cards that depends on this reality.

So what would happen under this scenario:

Jane Customer buys your product, gets great results, then buys more of your products.

That would be cool, wouldn’t it?

This really is Business 101 and how we all should be selling.

Now if you can stand out and be one of the few entrepreneurs that really delivers the goods, and if you play the long game, then you’ll eventually be the only game in town as everyone else’s business who is following the unsustainable “sell to beginners who don’t get results” model collapses.

That would be alright, but what would be even BETTER is if the true mission-driven entrepreneurs among us decided to RISE UP together and declare that they are no longer going to launch mediocre products or tolerate those who do.

This would be a true paradigm shift that changes the industry.

This would be a game-changer.

And I for one think it’s time to declare war on Launch Mediocrity and build the businesses that we’re truly capable of building. Below you’ll find my prescription on how we can do exactly that.

3 Steps To Winning The War On Launch Mediocrity

There are three things you’ll need if you want to have a 7-figure launch in the near future: 1) An Astonishing Product, 2) Astonishing Marketing and 3) The Astonishing Connection.

Let’s talk about each of these:

Product Astonishment: Is Your Product Launch Worthy?

The word “astonish” means to fill with sudden and overpowering surprise or wonder; amaze.

Now and in the future, the only products that are going to do over a million dollars in sales and more importantly, sustain that trajectory and momentum are the ones that are truly amazing.

Quite simply:  you need to be producing not just the best product you can put out, but the best product that’s ever been put out in your category.

Does that sound like a tall order?

Well it is.

In a recent conversation with my friend Danny Iny he pointed out that with the rise of companies like, Coursera, and Udemy the idea of online education and learning is becoming much more mainstream.

So instead of dealing with the “niche” buyers we’ve been dealing with for years, we’re encountering more and more mainstream buyers.

Think about how mainstream buyers purchase.

More specifically, think about the type of marketing that the most successful products in existence use.

With many of them, the answer is not much marketing at all: the product itself does all the work.

Here’s another example: think about most of the things you own. I’m willing to bet that you did not end up buying them from watching long sales videos or webinar presentations or being “sold” hard on them.

More likely, they came because they they were recommended by friends.

As I take a look around my own environment I can attest this is true. I’m typing this on MacBook Pro because in 2011 ALL my marketing friends kept reminding me about how much better Macs were than PCs and that I had to switch.

The Garmin racing watch on my wrist was recommended to me by my super personal fitness trainer, Ollie Matthews.

The stand-up desk I’m using is a Varidesk. I’m using this brand because I posted on Facebook a little while ago about how I wanted to graduate to a standing desk and asked for recommendations.

It’s no coincidence that that the MacBook Pro, the Garmin racing watch, and the Varidesk are all world class products.

This same holds true for online training programs as well.

A great example of this comes from my friend and client Todd Herman. In December 2015 Todd launched his Flagship 90 Day Year Program. Of all of the “big” online training programs out there, I believe this one is the very best.

This is the program that has more documented success stories than ANY other online training program. It also has the won the Stevie Award two years in a row for the Best Leadership & Skill Development program and the independent ROI Institute has also conducted an audit on the program and determined it to be the most online training program with the highest success rate.

And here’s the real kicker…

Todd launches this program twice a year and generates multiple millions in sales each time with direct referrals from his satisfied customers as his primary traffic sources.

He also does NOT do reciprocal promotions.

Meaning, a huge portion of is traffic is coming from people who loved his program so much (and got great RESULTS from it) that they are happy to tell their friends and audiences about it.

While some of Todd’s partners are now established “players” in the industry (who got to that point in large part due to Todd’s program), most of them do NOT have huge lists but are still able to generate $2000 sales because they believe so passionately about the program.

The 90 Day Year is the definition of a “launch worthy” program.

It gets excellent results for people and will for years to come.

Another great of example is my superstar client Denise Duffied-Thomas. For the last five plus years she’s built her “Lucky Bitch” brand into a global enterprise and she’s just getting started.

Her core program is her Lucky Bitch Money Bootcamp, which shows women entrepreneurs how to release their money blocks and reach their full potential. While there are countless other programs on this topic, I’d be surprised if any of them generate the types of tangible results that this one gets.

To date, the program has over 4,000 successful graduates and has hundreds of documented cases studies. These type of results helped Denise have her most successful launch to date just a couple of months (over $750,000 in revenue).

And similar to Todd Herman’s model, over 80% of Denise’s affiliates were successful graduates of her program. Just like Todd, creates genuine raving fans by getting her clients transformational results.

It’s another textbook example of a launch worthy program.

If you want to have a million dollar plus product launch (and sustain that success), then you need to make sure your program is launch worthy as well.

Of course, that’s just part of the game. Because of all of the “noise” out there, you need to do everything in your power to make sure your astonishing product really stands out.

In other words, you need to astonish with your marketing as well. Let’s talk about that now.

Astonishing Marketing

In our ever-changing marketing climate, you must always be using the best marketing strategies and tactics available to you if you want to have a monster product launch.

With launches, there are certain strategies based on deep seeded human psychology that never change.

They’ve worked for years and years and will continue to work for years and years.

Tactics on the other hand are always changing.

There are certain tactics that worked years ago that simply no longer work today.

The good thing about tactics is that they are relatively easy to understand and implement.

Strategy on the other hand has more nuance to it.

Strategy can make or break your launch. A solid launch strategy falls into the “simple not easy” category. At a high level, a successful product launch consists of three elements:

  1.  The Right Offer
  2.  To the Right Audience
  3.  At The Right Time.

(Note:  I wrote a PDF titled the 7-Figure Launch System that goes over these elements in much more detail. You can check out that PDF here)

Top level marketing is important because with very rare exceptions, products don’t sell themselves. As a professional marketer, I believe marketing is both awesome and necessary.

Problems arise when you only focus on marketing to the detriment of the quality of your product.

But if you have an awesome product that truly makes the world a better place, then in my opinion you have a duty to sell your product as hard as you possibly can.

Just make sure you keep your integrity intact when you do this 🙂

After reversing engineering hundreds of the most successful product launches ever, I’ve developed  a proven framework for nailing your launch strategy every single time.   I call this the Excalibur Launch Method.

While I don’t have space to go into all of the details of the Excalibur Method in this article, it’s something I’ll be sharing much more details about in the very near future.  Stay tuned.

So far we’ve discussed two key components to a 7-Figure Product Launch:  an Astonishing Product and Astonishing Marketing.

The third component is the Astonishing Connection.  Let’s discuss that one now.

The Astonishing Connection (A.K.A. The Non-Scalable Launch Opportunity)

To say we live in a very interesting time right now is an understatement. With technology changing drastically and many online marketers being inspired by the latest Silicon Valley IPO or acquisition, it seems that creating a “scalable” business is all the rage.

Scale, scale, scale.

Scalability is where it’s at. Some people think that if you don’t have an offer that can scale, you don’t have a real business.

And thanks to the current technological climate, never in human history has it been easier to scale a business (in theory) than it is now: we’re able to reach millions of people at time through various social media platforms, talent at all levels has never been more accessible, and developing custom software has never been easier.

This rapid-changing technology has lead to the ultimate irony: because we are so overwhelmed with technology the things customers crave the most are the human connection and genuine experiences.

In other words, we want things that don’t scale easily.

This is why in the near future the winners of the launch game are going to be those who best create a true human experience for their audiences, both in terms of their marketing and the way their audience consumes the product itself.

Essentially, the Non-Scaleable Opportunity is happening right now.  Specifically, here are four things your audience is looking for:

1. Communication With The Expert

Your audience wants to talk to you!

Therefore, providing opportunities for them to interact with you will be a huge benefit. There is an art and science to providing certain access to you (but not too much) in an effort to maintain your positioning.

Some of interactive strategies you might consider looking into for your next launch include Facebook Live (and other live streaming); live (NOT recorded!) webinars; and Q and A calls during the product fulfillment stage.

2. Communication With Your Team

As audiences become more sophisticated they typically need more information before making a purchase. Which means they often want to talk to someone before investing in a new program.

While having an FAQ section on your sales page is better than nothing, ideally you’ll want to set up a way for prospective customers to actually get their questions answered by a real live person if they have them.

The two best ways to do this are by providing a live chat function on your sales page and also giving people an opportunity to book a call with you or a team member if they have questions.

When done right, providing live chat and live calls both increases your sales conversions and better serves your audience. Just don’t be a sleazy person that tries to sell your program to someone who it’s not a good fit for.

3. Community

Lots of people are nervous about how the online game is changing so quickly. I’ve talked quite a few high-level people who are genuinely nervous about whether they’re still going to have a business a year or two from now.

One of the best ways to ensure your business is ready for the long haul is to provide a genuine community experience for your people.

The key here is the word genuine.

It’s one thing to provide a Facebook group for support as part of your program (or even during the pre-launch stage), but it’s quite another to make that Facebook group such an awesome place that people never want to leave.

Creating this type of community is not exactly easy. It does require a certain type of person to manage a community and keep it engaged. But doing this will set you up for years to come.

4. Coaching

Coaching and one-on-one support is something that consumers of courses and educational programs are looking for more and more these days. You’d be wise to figure out the best way to provide additional one-on-one support for your audience.

Now, you don’t need to promise to personally coach everyone who goes through your program just because they paid $2000 for it. The key is to figure out a model that works for you. Here are some ideas to get you started:

A) Provide weekly or bi-weekly group Q and A calls.
B) Assign customers who are going through your program a coach, who can provide them one-on-one support. This one is resource intensive but does usually lead to a very high success rate.
C) Provide additional one-on-one support for an additional price (either as an add on to the current program or as an additional high-end offering).
D) Provide one-on-one support (either from you or a team member) within your support community.
E) Once or twice a month provide “office hours” where customers can call you and get 15-minutes of laser coaching.

Communication with you and your team, providing a community, and offering coaching will go a long way towards creating an astonishing connection between you and your audience.

It just so happens that all of these fall into the “hard to scale” category. However, if you’re willing to provide these features you’ll be well ahead of your competition and your business will be built for the long haul.

The Cream Rises To The Top:  Will I See You There?

Alright, we’ve covered A LOT in this post.  We started out by discussing why launches don’t always work as well as they used to and the risks the industry faces if self-serving entrepreneurs continue to launch mediocre product after mediocre product.

I then argued that because of this current state of the industry, right now is a great opportunity to stand out in the marketplace and have a monster product launch IF you can pull one off in a way that truly astonishes your audience.

This means combining first and foremost an Astonishing Product with Astonishing Marketing and an Astonishing Human Connection.

I truly believe that in the next couple of years (or even earlier) the cream WILL rise to the top.

The “winners” of the product launch game – and the online game in general – are going to be the mission-driven entrepreneurs who have products and programs that truly make the world a better place.

The winners are going to be the ones who put their customers first.

The losers are going to be the ones who prioritize making money and their own ego gratification above what’s best for their customers.

Which category do you want to fall into?

Most likely you want to be in the winner category.

If that’s the case, then I invite you to really spend some time upleveling everything you do in your next product launch.

Seek to ASTONISH your audience at every turn… find out what the market truly needs and then provide that to them with the best marketing material possible.

If you do this, you’ll be rewarded very handsomely.

Not only will your customers thank you, but your back account will as well.

The time to catapult to the very top of the industry is now.

I hope to see you there.

Thanks so much for reading this post.  If you found it insightful and if you can think of anyone who might benefit from this content, please SHARE it and help spread the word.

That would mean a lot to me 🙂

Talk to you soon.


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