WIth all the hype surrounding product launches lately, and so many people complaining how evil launches are I thought the best thing to do was to get the Devil himself to tell us how to run a truly evil launch.
This is what he had to say:
1- Have at least one forced continuity ‘offer’. Don’t worry about the fine print telling people exactly how to cancel, nobody reads it anyway.
2 – Have all your guru mates spam, er I mean email, their list with the exact same email copy. People aren’t on more than one email list so they will never know.
3 – Don’t forget to manufacture some scarcity. Everyone knows that you can only view a PDF 2000 times before it blows up right?
4 – Be ‘honest’ and ‘upfront’ and admit that yes you’re going to be selling something. People will feel a real connection with you for being honest and than be more likely to buy from you.
5 – Always have a server crash on launch day. Of course you don’t actually have a server crash, just create an error page and upload it.
6 – Manufacture demand for your product by telling people how much more their lives will suck if they don’t buy it. Don’t rely on people actually wanting your product, most people don’t know what they really want anyway
7 – Create anticipation by telling people you will be solving all their problems if they just buy your shiny new pill. No one will actually swallow the pill so they’ll never know it didn’t actually work.
8 – You don’t need to be well known or have an established presence in the market before the launch. Start a blog the week before and become buddies with the real market leaders by inviting them to an all expenses paid trip to Vegas. After that they’ll recommend you to God himself.
9 – If you’re promoting someone else’s launch be sure to giveaway your most expensive product that other’s have paid many thousands of dollars for as a bonus. People like this, they see it as getting a ‘great deal’.