This is a case study of a project I worked on with Andy Fletcher a few months ago…
Andy and I had never met prior to this project; we were introduced through a mutual friend. Andy had an awesome SEO course that he wanted to bring to market, and he needed some help selling it.
The guy is an SEO genius, the product and software was solid, and it was a perfect fit for me…
There were a few problems… Andy had very little marketing experience and a very tiny list. I asked him how he planned to market it and he said “probably just a WSO (warrior special offer), I don’t expect it to be anything too big.”
I almost dropped Andy right there. A $27 WSO, even if it sold well, would take well over 100 sales to even cover my fee, let alone make any money for Andy… And I don’t take on a project unless it’s going to make me and my clients some serious money.
But Andy Had A Secret Weapon
In certain circles, Andy Fletcher is considered a genius at SEO… He’s always on the cutting edge of tools and techniques that send websites flying up to the top of the search engines…
He’s also got some very influential contacts in the business. Not to mention he’s a genuinely great guy and has a very magnetic personality.
So we devised a plan… We were going to make this thing a hit, and we were going to do it using the power of relationship marketing.
Andy had some major contacts in the industry… So after we decided that this product was going to be HUGE and not just a “little WSO” Andy paid my fee and I went to work.
Little Ideas Go A Long Ways
Andy has a very cool product. You can see it at Backlinkflood.com.
It’s an SEO product about getting your websites ranked higher in the search engines in the shortest amount of time possible.
I coined some terms like “Rapid Link Indexing”, “SEO 2.0”, “Underground Link Ninja”… But more importantly I covered all of the important aspects of the copy. I consulted with Andy about some minor changes to the product that I thought could help sales.
I created several different USP’s to use throughout the copy, from faster indexing of links to how to build “authority wheels” and answered many of the questions that people in this niche would like to know.
To be completely honest, this letter wasn’t perfect (sorry Andy). It could have used some more punch in the bullets.
I had planned for videos to accompany his software so users could get a quick overview. That never happened…
And even though I tried to convince Andy otherwise, and encouraged him to test, I wasn’t a fan of the price point.
But it does go to show you that there’s no such thing as a “perfect” sales letter… But a “good” sales letter can still make you a nice chunk of money.
The Secret Recipe For Success
Here’s why Andy’s product was a success…
Andy knew what his market wanted. He knew how to solve their problems.
Andy hired a professional copywriter (ahem) who is familiar with his market to handle his copy… He outsourced one of the most critical components in his marketing funnel, the sales copy itself.
I also wrote some emails for affiliates to use in promotion… Andy did an AMAZING job at making the site as enticing to affiliates as possible…
From the professional design, the professional copy, the tools…
He even offered a 15% second tier affiliate structure so that affiliates would be encouraged for other affiliates.
He worked with MiniSiteFrog.com for the design, they do pretty awesome work.
The REAL Secret To Success
The real secret to Andy’s success was his ability to go out, create some amazing JV’s and drive some traffic to the offer.
The 10% conversion rate I mentioned? To be fair, it was only a few hundred visitors, and they came off of a previous SEO products buyers list.
You can’t get much more targeted traffic than that, these are people who have shown an interest in spending money to learn more about SEO.
The site did convert around 3.5% on “freebie” lists and 1.5%+ on cold traffic, so overall the sales page did its job well.
He also had other very good JV partners… In fact the product was featured at the top of the Warrior Forum for about 2 weeks.
Andy gave me permission to tell his story, but it’s not my place to tell you how much money this little project has made him… Although I DO know he was extremely satisfied and more than covered my fee.
Moral Of The Story
You don’t need to be a “guru” or have a huge list to make a lot of money.
Andy found a market and created a product that solved a problem for that market.
He spared no expense when it came to outsourcing the essentials, like copywriters (I like to call them conversion multipliers) and design.
He worked like crazy to create an awesome product and to go out and make things happen… He didn’t create the product, have a sales page designed and then sit around waiting for something to happen. He made it happen.
It was a simple product… But because he had specialized knowledge, because he didn’t half ass anything, he worked hard and spared no expense when hiring people who he knew he could count on for a great job, he was rewarded in the end.
Whether he made $1,000 profit or $100,000 profit is irrelevant… He created something with his own 2 hands, went out and MADE it happen.
And you can do the same. This whole internet marketing stuff isn’t as complicated as it seems.
As a former client and good friend of mine would say “Just F’n Do It”.
P.S. Stay tuned for an AWESOME interview with one of the world’s greatest living copywriters (who I’ll reveal shortly)… It should be out early next week but you need to be subscribed to my newsletter to be able to hear it.
P.P.S. Do you want your next product to be a success story? Head over to ResultsCopywriting.com and we’ll figure out a way to make it happen.