It’s my opinion that any online marketer – regardless
of niche – who doesn’t do the following is essentially
hiking up a rocky mountain barefoot when s/he could be
taking the ski lift.
Online marketing boils down to this: We either create
our own products or choose affiliate products, and then
we spend our precious time, energy and money getting
people to BUY those products.
But only a relatively small percentage of marketers
make the one simple shift that will catapult them to
I’m going to focus on product creators here but this
applies to affiliate marketing as well.
Here’s the traditional launch a product method:
You get an idea for a product.
You do some research and you believe this
product will sell well.
You create the entire product.
You create the entire sales funnel that will sell
the product, including squeeze page, upsells,
downsells, sales page, product delivery page,
affiliate page, etc.
You line up affiliates and convince them to
promote your launch.
You launch and you make sales and you don’t
sleep for a week because of all the customer
service requests and affiliate hand holding
Then you pay affiliate commissions, pay affiliate
bonuses, pay your web designers and
copywriters and all of that if you haven’t already.
You’re exhausted. And this didn’t make the kind
of money you thought it would, so you…
…start over with a new product and new sales
You do this as quickly and as often as you can
without going insane.
Idea – product – funnel – affiliates – launch –
You realize you’re working 60 hours a week.
Let’s add a twist.
• You get an idea for a continuity product like a
membership, newsletter or software as a service.
• You do research to confirm this product will likely
• You create just a small portion of the product if it’s
informational – about one month of content. If it’s
software, you outsource the creation of it (unless you’re
a coder, which you’re probably not, so let someone else
do it for you).
• You create a page to offer either a free or $1 trial of
the product. You could create an entire funnel, but
you’re lazy so you just create the one page.
• You drive traffic (free or paid) and you get your
• You continue to get paid on those sales every single
• You see which traffic methods are working and you
keep using those.
• You regularly update the product.
• You continue to get trial members, many of which
continue on as full paying members.
• You may or may not use affiliates – that’s totally up
• This same membership sells for years. YEARS.
Because you keep updating it.
• Life is good. You know how much money you will
make next month. You work 10-20 hours a month.
• You’re not breaking your own spirit by continually
having to create new products. There is no way you
would ever get a ‘real’ job again.
This second scenario can be just a small launch,
perhaps to your own list just to see if it’s going to sell
well. You don’t have to sweat the 101 things that go
along with a huge launch because this isn’t a: “Sell it hard
and get out fast.” kind of thing. You’re selling this
membership, newsletter or SAAS for months or years to
come, and earning residual income, too.
You can start a membership site in a week and buy
enough traffic to see if it’s a winner. If not, tweak it and
try again, or get a better idea. You’re not out much
money or time. (A full-blown launch can cost you
hundreds of hours and a small fortune in copywriting,
page design, affiliate contests and so forth.)
You’re essentially giving away initial access, so affiliates
are optional. Fancy sales copy is optional. If you’re offering
the right product to the right audience at the right price
(free or $1) then selling just got a whole lot easier.
And it’s residual. $10 a month. $20 a month. $47 a
month. You pick the price. You get 200 new trial members
the first week and 100 stick with you – you can do the math.
You get 200 new trial members every single week for 52
weeks and half of those stay in the membership for several
months – you can do the math.
Yes, there is attrition. But if you’re offering the right
newsletter or membership or software, that attrition rate
can be surprisingly low. Think of a software someone needs
to run their business. Are they going to cancel? Not unless
you stop updating.
Think of a newsletter or membership that gives them the
crucial info they need to succeed (business or personal,
doesn’t matter). Are they going to cancel? No way.
I love products that pay residual income.
I sell my own and I sell other people’s residual products
as an affiliate.
My reasoning is simple: Why work myself to death to
create products that only pay me one time when I can
create products that pay me over and over again? And
these are products that I can keep selling for years to come.
Consider this: Do you want to do 2 to 4 major product
launches each year? I know guys who do one per month. It’s
Or do you want to have maybe 1 or 2 products that you
can continually sell for years that happen to bring you
residual income, too?
Residual income might well be considered the 8th
wonder of the business world. When you’re earning
residual income, you have income security with LESS work
than if you did a big fancy launch every 2 to 6 months.
Do you know what it takes to do a big launch? It’s
exhausting. And when it’s over and the affiliates are paid
and the bonuses are paid and all the expenses are handled,
you realize that even though the launch went great
(assuming it didn’t flop) you still didn’t make as much
money as you thought you would.
Which is why you see marketers doing one big launch
after another after another. It’s work and frankly it’s not
If you wonder why so many ‘big name’ marketers come
and go after a few years, this is the reason.
Be kind to yourself and work smart. Sell products with residual income.
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