Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Mega Successful FireSale 2007

VIEWS: 33 PAGES: 12

Mega Successful FireSale 2007

More Info
									Anatomy Of A Mega-Successful Fire Sale
(2nd Edition)
Copyright © 2007 by Willie Crawford Inc. (All rights reserved)

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

Disclaimer And Legal Notices
Willie Crawford, Willie Crawford Inc., and its successors or assigns (collectively referred to as “the Publisher”) owns all rights, title, and interest in this publication. No part of this publication may be reproduced, distributed, or transmitted in any form, in whole or in part, or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, or transmitted by email or other internet medium, without permission in writing from the publisher. NOTE: This ebook is sold with no redistribution rights. If you purchased it from anyone other than the publisher you have purchased a copy that violates international copyright law. Please report this copyright violation. While all attempts have been made to verify information provided in this publication, the publisher assumes no responsibility for errors, omissions, or contrary interpretations of the subject matter contained herein. The publication is not intended for use as a source of any advice such as legal, medical, or accounting. The publisher wishes to stress that the information contained herein may be subject to varying international, federal, state and/or local laws or regulations. The purchaser or reader of this publication assumes all responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, including international, federal, state and local governing professional licensing, business practices, advertising and all other aspects of doing business in any jurisdiction is the sole responsibility of the purchaser or reader. Neither the author nor the publisher assume any responsibility or liability whatsoever on behalf of any purchaser or reader of these materials. Any perceived slight of any person or organization is completely unintentional.

Introduction
Fire sales are a rage within the Internet marketing world right now. Like many marketers I couldn’t resist the temptation to test the concept. It worked
2

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

well for me. I’ve watch numerous fire sale put together and executed (from behind the scenes). I’ve seen far too many flop, and thought that I’d share why mine succeeded in an ebook. Thus this special report. This special report was generated from questions Gary Knuckles of The Crazy Web Guy Show (http://www.crazywebguy.com) used in interviewing me on the topic. If you have questions after reading the ebook that weren’t addressed, feel free to forward them to me. While I may not be able to answer them all, but I will try. I will also roll most of them into the next update to this ebook. Please submit your questions via a helpdesk ticket at: http://WillieCrawford.com/helpdesk/ I use a help desk because then we don’t have to worry about the unreliability of email.

Introduction Gary Used On The Show (edited)
On February 28th - March 6th, 2006, Willie Crawford conducted a "fire sale." He called it his "Wedding Fire Sale," because he planned on using the money from the fire sale to pay for his youngest daughter (Charlene's) wedding. Willie put together a site on the domain at http://InsaneFireSale.com and also set up a redirect from http://WeddingFireSale.com During this one week sale, Willie sold just under $85,000 worth of this package. Even after paying 50% to his affiliates, this left Willie with more than enough for a great wedding. The wedding WAS held September 16, 2006. Willie also had over $20,000 in backend sales that he attributed directly to this fire sale. Let's ask Willie a few questions and get to the bottom of a successful fire sale. Questions and Answers. Note that these are not the verbatim answers from Gary’s show. In other words, this is NOT an exact transcript of the show. It was edited for clarity and then updated in August 2007. 1) Where did you get the idea (of the fire sale) from?
3

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

I had watched Russell Brunson, Mike Filsaime, and a few others do fire sales. At first I though that they were devaluing the products offered in the fire sales, but then when I looked deeper, I changed my mind. I even emailed a couple of friends who are top Internet marketers to get their opinion on this phenomena. I was reminded of how effective fire sales can be when I worked my way through the material in Mike Filsaime's Butterfly Marketing System. His course included the scripts to conduct fire sales, run membership sites, etc. His course also included a number of special reports (one was Fire Sale Secrets) and several audio interviews. By the way, I’ve arranged for you to get free access to Fire Sale Secrets. This includes 3 audio interviews and a LOT of very useful information on conduction fire sales. Get it at: http://FireSaleSecrets.com/thankyoupage/16640 Hopefully, it’s still online :-) As I went through the course and listened to the interviews I picked up little tips on what the interviewees had done right and what they had done wrong when conducting their own fire sales. I DID use this knowledge in planning my own fire sale. 2) How did you set it up... JV partners, affiliates, etc.? I actually recruited my first affiliates at a JV Alert Live event in Orlando. To read about and locate the next JV Alert Live Seminar, visit: http://InternetMarketingSeminarSchedule.com I offered to let audience members sign up early, and at a discount rate. At the seminar it struck me that this would be a great way to launch the fire sale and would make a great back-of-the room product. Prior to that time, I had not settled on a date for the fire sale. So, at the seminar I forced myself to lock it in. I offered 50% commission and planned on paying instant commissions, but had trouble getting the scripts that ran the fire sale working correctly. The scripts appear to be designed to offer something for free and then after customers sign up for the freebie, you hit them with your “one-time offer.” When you try to sell something on the front end using the scripts, it wasn’t working properly at that time.
4

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

I wanted to pay instant commissions because if the customer pays the affiliates directly (and I don't pay them myself after collecting the money) that reduced the need for certain tax paperwork. For example, any U.S. affiliate that I pay $600 or more in commissions to during a calendar year, I’m obligated to submit a 1099 on for tax purposes. The affiliate program was set up as a benefit of buying the package (it was closed except for a handful of invited JV partners). As soon as they bought the package, they were reminded that they needed to join the affiliate program before doing anything else, so that they could get a head start on the crowd. We provided affiliates with a series of emails to send out but could have done a better job at that. Some of the potential JV partners didn't get enough advance notification, so they couldn't do mailings or could only do mailings near the end of the sale when the price was less attractive. Allowing enough time to get all of your tools in place and for things to flow smoothly along a planned timeline was a BIG lesson that I learned the hard way from that fire sale. I also learned that I needed to outsource more things… for example, I really should have outsourced the development/creation of all of the affiliate tools. I wrote the emails myself because I’m a decent writer. That time could have been better spent seeking or following-up with a few more potential JV partners. 3) What kind of software did you use to run things? I used Mike Filsaime's Butterfly Marketing Scripts to power much of my setup, but I also integrated it with my Profit Automation Shopping Cart System. You can read about the Butterfly Marketing System at http://ButterflyMarketing.net and about Profit Automation at http://ProfitAutomation.com I couldn't get the Butterfly Marketing Scripts to do exactly what I wanted to do back in late-February 2006, and I didn't want to delay my fire sale, so I jerry-rigged a system that was simple for me. After incessantly tinkering with the scripts, having a number of programmers tinker with it, and discussing fixes on the member-only Butterfly Marketing forum, I decided to go with the hybrid solution. I didn’t want to delay my fire sale…
5

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

largely because I knew that a lot of other people were considering doing them, and I wanted to be one of the first to do one since the release of Butterfly Marketing. While others complained and made excuses, I found a way to make it work! 4) Was processing that volume of orders in such a short time a problem with your merchant account? No. - I ran the orders through Paypal to prevent that problem. I'd heard of Paypal getting excited about people having big days, but it has to be a huge day, and then they just call you. That was one of the issues Jeff Walker talks about in Product Launch Formula. He shared that often during big launches money is often frozen in accounts or accounts are shut down because the credit card processors don’t want the risk from so many potential charge backs. Anyone not familiar with Jeff Walker or Product Launch Formula can check it out at http://P-L-Formula.com Jeff is the genius advisor behind many of the major productlaunches over the past few years in the Internet marketing world. I didn't think that my regular merchant account would appreciate such a huge jump in volume. Having friends in the industry, I did know that I probably could have negotiated higher limits on my account, but I had no real idea what type of limit I would need anyway. At the same time, my original plan was to use Paypal, and process the instant payment (a split payment) through Paypal. I’ve heard some people have had Paypal shut down their accounts when they used split payments, so this is something that should definitely be checked into. NOTE: Paypal now has SERIOUS problems with merchants using splitpayments and WILL shut your account down for doing this. Paypal will also shut you down for inadvertently violating many of their Terms Of Service that you might not be aware of. To protect yourself from doing this, you need to download a free copy of

6

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

“Seller Beware! How to avoid PayPal’s lethal game of ‘Pin The Tail On The Internet Marketing Donkey.’” You SHOULD download a free copy at: http://TheRealSecrets.com/sellerbeware/ 5) How did you decide what items to include in your fire sale package? I'd listened to Russell Brunson relate how easy it was to get others to contribute items. So, I put out feelers for people willing to contribute items. I got maybe two dozen people offering items, and I accepted maybe half of them. These people did this for an opportunity to build their lists. I also wanted something unique and high value for my fire sale, so I located source code for two powerful software products (a keyword tool, and a split testing software). I had that source code modified, to create 2 pieces of my own software in a fairly short time. I turned the source code into two unique products that I could later sell from my own sites as stand alone products. That brings up an important point too. When you’re having products created for a fire sale, plan ways that you can use those products afterwards too. Have quality products created that you can sell later. To how easy it is to turn private label rights ebooks, articles and software into your own unique products, listen to the teleseminar that I did with Michael Ambrosio on the topic. Michael and I have both done this numerous times. You can access the interview that I did with Michael (in MP3 and PDF) at: http://theinternetmarketinginnercircle.com/117/kmad.htm 6) How did you decide when to do your fire sale? Since I was active on the Butterfly Marketing "customer only" forum, and because a lot of people bounced a lot of ideas off of me, I knew that a LOT of people who had bought Butterfly Marketing had fire sales planned. I reasoned that it was best to get ahead of the pack, so I initially picked a date in mid-February that gave me 2 weeks or so to coordinate things. That slipped several times, until I just finally said, ok, here's the date! I made that decision at the JV Alert Live Seminar in Orlando, in February 2006. 7) You used "reason why advertising" to help make your fire sale a success. Can you explain that to our listeners?
7

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

Whenever you conduct a sale, there is a disconnect in your potential customers' minds unless you provide them with a good, logical reason why you're holding a sale. They start asking themselves, ”What’s he up to?” They begin wondering if something is wrong with the product. My daughter was getting married and weddings can be expensive. That was a reason that many people worldwide could understand and believe. For added credibility, I added a photo of my daughter and myself to the webpage. It rounded out the webpage nicely! The wedding was a logical reason that many people could emotionally connect to. It was something that people happily wanted to help out with. 8) What other things did you do to make your fire sale stand out? I didn’t start any forum threads, but when they cropped up I did respond to those thread that I knew about. I uses ezine articles, blog posts, etc. to help publicize the sale. I talked about the planned sale several times in my own ezine before it kicked off. I think one of the biggest success factors thought was the two unique pieces of software that I offered. I also offered a HUGH value - $4588 worth of stuff, starting at a price of $47 and increasing by $10 per day. It was such a bargain that buying the package was a non-decision for many. 9) How much did you spend setting things up/buying software etc.? The source code for the software and getting it modified and working just the way that I wanted, cost about $4000... but I had two new relatively bigticket products that I could sell from standalone websites. Aside from that, my costs were minimal. 10) You initially were going to set your fire sale up to pay affiliates/JV partners instantly... but had to change that. What happened there? Yes, as I said, the scripts that process the orders and did the instant split pay wasn't working properly. It had trouble talking to Paypal... and a number of other issues, that have since been fixed. I read in a number of places about
8

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

fixes to the problem but they sounded to technical... and too troublesome, so I fell back to integrating things with ProfitAutomation.... which I know inside out. It worked well. NOTE: Be sure to read the free report at: http://TheRealSecrets.com/sellerbeware/ and don’t plan on offering instant split commission! 11) What were some of the mistakes that you made in setting up and running your fire sale? Not enough help running the fire sale. I had help with email and technical issues, but I needed more. Requiring customers to download their purchase from too many different places, and fill out too many (sometimes confusing) forms. Not noticing that one of the files I was offering was over 100mb, and how quickly it would probably chew through my bandwidth. I initially downloaded that from a shared server, until that host shut down the account (they renamed the file at first, and then shut down the account when I renamed it back). A friend with unlimited server space and unlimited bandwidth allowed me to serve up that file from his server. Not enough advance notice to a few JV partners who could have easily doubled my sales! 12) What were some of the things that you did RIGHT? I held the price at $47 for 2 days... at Cody Moya's suggestion. Cody pointed out that not everyone reads their email every day, and holding the price at the lowest point would give more people time to find out about the sale and respond. My first day saw $28,000 in sales, and my second day saw $21,000. Then it dropped off rapidly. I sought out and created unique products that not everyone else was offering. I personally talked with and recruited a number of JV partners. I firmly believe in the value of making face-to-face contacts at seminars, and building relationships.
9

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

I used every tool practical to create buzz. I didn't use press releases but then again, by the time that they would have kicked into high gear, the sale would have been over... although they could have generated a lot of post-fire sale publicity. 13) A lot of the items offered during the fire sale were freely contributed by other marketers. Can you explain that? Yes. People contributed items for a chance to build their lists. We required/invited people to register for updates, or memberships to some sites before they could complete the download. This effectively added those people to the site owners' lists. Then it was just a matter of how and why these site owners followed up with their new list members and built the relationship. This is actually tricky though because those new list members really needed to see the connection… or they might feel spammed. 14) What advice would you give to anyone thinking about having a fire sale? Do It! Make sure that you have enough help to stay on top of technical issues, customer download problems, affiliate questions, etc. Come up with a theme/reason why that makes sense and that creates "a hook" in the marketplace. Plan you date and flow out your project far enough in advance. Have a VERY detailed plan. Deconflict with major holidays, sporting events, political events, graduations, etc. Offer JV partners/affiliate as many tools as practical. One of my favorite ones now is Camtasia videos branded with the affiliates’ urls. You can do that easily using the software at: http://williecrawford.com/brander/ 15) Do you plan on doing any more fire sales?

10

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

Yes. In-fact, I'm launching one next week with a couple of partners. The fire sale will ultimately help to fund a homeless shelter in Baton Rouge, Louisiana. We're going at it slightly convoluted, in that we'll use the fire sale revenue to film some episodes of a television cooking show... which we've already "sold" to a couple of networks. That television cooking show will drive traffic to a website, where we'll sell a variety of consumer goods. Proceeds from those sales, and revenue generated by the television show once it takes off, will be funneled into a non-profit, that will build and operate the homeless shelter. Basically, we’ll leverage the fire sale revenues, which otherwise wouldn’t be enough to fund a homeless shelter. That sale was conducted from our site at: http://KickStartMegaSale.com You can check out the site that will integrate with the television show at: http://TheDevotionalChef.com The name comes from a partner who is a minister, and has a cookbook called The Devotional Cookbook. The cooking show will focus on cooking but sprinkle a little ministering in there too. Television executives who've seen the concept all like it. 16) How did you build backend into your fire sale? After they purchased the primary product, they were presented with a onetime up-sell. Many of the downloaded products also offered additional products.... from the thank you page, from autoresponders, and from links within products. Almost everything had some type of backend built in. 17) Any final thoughts or advice on conducting a successful fire sale? It's an incredible way to generate some quick cash when done properly. I've watched 3 or 4 fire sales that didn't do as well as the organizers had hoped. Product mix/theme is very important. You've got to offer something that you know that there is already tremendous demand for. Your price has to be so incredible that it's a non- decision. Just go out and do it! Willie Crawford
11

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/

Be Sure To Drop By And Say Hi To Willie And Gary At The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

12

A Product Of The Internet Marketing Inner Circle http://theinternetmarketinginnercircle.com/


								
To top