1 © 2007 I5gold.com® MikeFilsaime.com, Inc. Mike Filsaime and Tom Beal Copyright Notice All rights reserved. No part of this publication may be reproduced.

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© 2007 © 2007 I5gold.comI5gold.com® MikeFilsaime.com, Inc.® MikeFilsaime.com, Inc.

Mike Filsaime and Tom BealMike Filsaime and Tom Beal

Copyright NoticeCopyright Notice

All rights reservedAll rights reserved. No part of this publication may be reproduced or transmitted in any form . No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical. Any unauthorized use, sharing, reproduction, or or by any means, electronic or mechanical. Any unauthorized use, sharing, reproduction, or

distribution is strictly prohibited.distribution is strictly prohibited.

Legal NoticeLegal NoticeWhile attempts have been made to verify information provided in this publication, neither the While attempts have been made to verify information provided in this publication, neither the author nor the publisher assumes any responsibilities for errors, omissions, or contradictory author nor the publisher assumes any responsibilities for errors, omissions, or contradictory

information contained in this document.information contained in this document.

This document is not intended as legal, investment, or accounting advice. The purchaser or reader This document is not intended as legal, investment, or accounting advice. The purchaser or reader of this document assumes all responsibility for the use of these materials and information. Mike of this document assumes all responsibility for the use of these materials and information. Mike

Filsaime, Paulie Sabol, Donna Fox, and Tom Beal, By Special Arrangements, Inc and Filsaime, Paulie Sabol, Donna Fox, and Tom Beal, By Special Arrangements, Inc and MikeFilsaime.com, Inc. assumes no responsibility or liability whatsoever on behalf of any MikeFilsaime.com, Inc. assumes no responsibility or liability whatsoever on behalf of any

purchaser or reader of these materials.purchaser or reader of these materials.

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The 7 FigureThe 7 FigureLaunch ProcessLaunch Process

byby i5Gold.com i5Gold.com

A Case Study Of The 7 Figure CodeA Case Study Of The 7 Figure Code

Case Study:Case Study: The7FigureCode.comThe7FigureCode.com

DVD Home StudyDVD Home Study 11 Day Pre Launch11 Day Pre Launch 7 Day Product Launch7 Day Product Launch 2534 Units Sold x $4972534 Units Sold x $497 Over $1.5 Million In Sales Over $1.5 Million In Sales

(with up sell)(with up sell)

Case Study:Case Study: The7FigureCode.comThe7FigureCode.com

693 Sales – Day 1693 Sales – Day 1 770 Sales – Day 7 770 Sales – Day 7

Case Study:Case Study: The7FigureCode.comThe7FigureCode.com

Announcement Phase - Announcement Phase - SaltingSalting

Mark Your Territory Mark Your Territory and Lay Claim and Lay Claim to Your Launch Date Earlyto Your Launch Date Early

Mention Product and Mention Product and TeaseTease in every in every email.email.

Mention Non-Specifics on Product, yet Mention Non-Specifics on Product, yet expose market problems and push expose market problems and push market “market “Hot Buttons.Hot Buttons.””

Build Extreme Value to Set Price Build Extreme Value to Set Price Expectation HighExpectation High

Do Do NOTNOT mention or leak price. mention or leak price. Start to Develop Start to Develop “The Story”“The Story”

Announcement Phase - Announcement Phase - SaltingSalting

Put Up Coming Soon PagePut Up Coming Soon Page Place Timer On Coming Soon Place Timer On Coming Soon

PagePage Place Opt-in On Coming Soon Place Opt-in On Coming Soon

PagePage Place “Trailer” Content On Place “Trailer” Content On

Coming Soon PageComing Soon Page

Get Product In Hands Of JV Get Product In Hands Of JV Partners Several Weeks EarlyPartners Several Weeks Early

Allows them to review and Allows them to review and endorse from the heart.endorse from the heart.

Allows them to get results.Allows them to get results. Allows them to create UNIQUE Allows them to create UNIQUE

content to support the product.content to support the product. Gets them INVLOVED on the Gets them INVLOVED on the

story of the launchstory of the launch Uses ReciprocityUses Reciprocity

Make Sure (early on) Make Sure (early on) To CollectTo Collect

Maven / Authority / Expert Maven / Authority / Expert RESULTS based RESULTS based EndorsementEndorsement

Testimonials and Case Testimonials and Case StudiesStudies

Marketing StrategyMarketing Strategy Pre Launch Time Length (# weeks)Pre Launch Time Length (# weeks) Pre Launch Campaigns (1, 2, 3 Pre Launch Campaigns (1, 2, 3

etc.)etc.)

Launch Time Length (# Days)Launch Time Length (# Days) Launch Campaigns (1, 2, 3 etc.)Launch Campaigns (1, 2, 3 etc.) Pricing, Up Sell, Back EndsPricing, Up Sell, Back Ends

Marketing StrategyMarketing Strategy Launch URGENCYLaunch URGENCY

Fast Movers Bonuses – First xx minutes, Fast Movers Bonuses – First xx minutes, hours, days.hours, days.

Price Going UpPrice Going Up Payment Plan Going AwayPayment Plan Going Away

Launch ScarcityLaunch Scarcity Only First xx Buyers Get Fast Action Only First xx Buyers Get Fast Action

BonusBonus Price Goes Up after xx Units SoldPrice Goes Up after xx Units Sold Bonus Goes Away After xx soldBonus Goes Away After xx sold After xx units Sold, door closes for ever.After xx units Sold, door closes for ever.

JV Partner StrategyJV Partner Strategy Set a FUN contest based on Set a FUN contest based on

PRIZES (Never Cash)PRIZES (Never Cash) Try to Buy Prizes up Front.Try to Buy Prizes up Front. Have Killer Prizes and Show Have Killer Prizes and Show

Them off in Video… QVC Them off in Video… QVC StyleStyle

Final To Do’sFinal To Do’s Set Up Blog For Market (not Set Up Blog For Market (not

forum)forum) Buzz Campaign – VideoBuzz Campaign – Video Set Up Affiliate Page and LetterSet Up Affiliate Page and Letter Set Up JV BlogSet Up JV Blog Do JV Intro VideoDo JV Intro Video

(Product, Dates, Prizes, Bonuses, Compensation)(Product, Dates, Prizes, Bonuses, Compensation)

Start to Contact JV PartnersStart to Contact JV Partners

(Live JV Video Demo)(Live JV Video Demo) SeeSee

http://the7figurecode.com/thejvbloghttp://the7figurecode.com/thejvblog

Start Pre LaunchStart Pre Launch Keep Keep ParallelParallel

Communication going with Communication going with Customers and JV PartnersCustomers and JV Partners

Pre Launch LivePre Launch Live Wow The Market With Incredible Wow The Market With Incredible

FREE CONTENTFREE CONTENT Expose Problem (and Agitate)Expose Problem (and Agitate) Identify With ProblemIdentify With Problem Explain How You Found SolutionExplain How You Found Solution

Explain The “What’s” of Your Explain The “What’s” of Your SystemSystem

Show Results Of Your SystemShow Results Of Your System Show PROOF of your ResultsShow PROOF of your Results

Pre Launch Pre Launch FlowFlowConten

t PageOPTIONAL

Name [ ]Email [ ]

Tell A Friend(Viral

Component)

Pre Launch Pre Launch FlowFlowContent Page

OPTIONALName [ ]Email [ ]

Visitor Is Sent To The Blog

Visitor Encouraged To Comment On

Blog

Follow Up With More Content

Purpose Of BlogPurpose Of Blog Allows Prospects to Participate In Allows Prospects to Participate In

Direction You Want The Campaign Direction You Want The Campaign to Moveto Move

Create Anticipation, Interactivity, Create Anticipation, Interactivity, and communityand community

Allows Allows Social Proof Social Proof to take placeto take place CommitmentCommitment and and ConsistencyConsistency ReciprocityReciprocity

http://the7figurecode.com/bloghttp://the7figurecode.com/blog

The Use Of The BlogThe Use Of The Blog Send all emails to continue at the Send all emails to continue at the

blogblog Create Posts Around Surveys/Polls Create Posts Around Surveys/Polls

and The Results of Those Create and The Results of Those Create Posts of Value of Product and the Posts of Value of Product and the Benefits it will do for youBenefits it will do for you

Overcome ObjectionsOvercome Objections Teaser PhotosTeaser Photos Contest To Win A Free ProductContest To Win A Free Product

What Happens When You Have What Happens When You Have A Contest To Win A Free A Contest To Win A Free

ProductProduct Social ProofSocial Proof Takes Place as people Takes Place as people arrive and see hundreds of people arrive and see hundreds of people stating why they feel the product will stating why they feel the product will help them if they win.help them if they win.

ReciprocityReciprocity Takes Place as people see a Takes Place as people see a generous offer by you.generous offer by you.

People Make a Sub-Conscious do want to People Make a Sub-Conscious do want to own and they take own and they take “Mental Ownership”“Mental Ownership”

Commitment and ConsistencyCommitment and Consistency takes takes on. People that stated that they want the on. People that stated that they want the product because they know it will greatly product because they know it will greatly affect them will stay affect them will stay consistenconsistent with t with that belief and purchase the product to that belief and purchase the product to fulfill the fulfill the commitment. commitment.

(Live Blog Demo) (Live Blog Demo) – Pre Launch– Pre Launch

Going Live ChecklistGoing Live Checklist Sales page is ready and optimized for high Sales page is ready and optimized for high

traffictraffic Merchant Account NotifiedMerchant Account Notified Web Host NotifiedWeb Host Notified Test Payment all the way ThroughTest Payment all the way Through Have Backup Plans ReadyHave Backup Plans Ready Thank You Page is ReadyThank You Page is Ready Auto Responders are ready for follow up and Auto Responders are ready for follow up and

paid customers.paid customers. Fulfillment company is ready to take orders and Fulfillment company is ready to take orders and

procedure in place to automate notificationsprocedure in place to automate notifications Help Desk Staff is ready to work overtime and Help Desk Staff is ready to work overtime and

has all links needed.has all links needed. Have Important Phone Numbers ReadyHave Important Phone Numbers Ready Send Email to Hot List and Your ListSend Email to Hot List and Your List

Continue Parallel Continue Parallel PromotionsPromotions

ProspectsProspects JV JV PartnersPartners

Continue to Market Continue to Market to The Pre Launch to The Pre Launch Prospects Prospects (Hot (Hot List)List) and Your List and Your List DailyDaily with a with a compelling reason.compelling reason. (Sometimes 2 x per day) (Sometimes 2 x per day)

Share results of Share results of success story.success story.

Do Damage Control Do Damage Control if Needed. Keep if Needed. Keep launch positive. launch positive. NEVER give public NEVER give public recognition to issues recognition to issues raised by squeaky raised by squeaky wheels.wheels.

Provide Marketing Material to JV Partners. Let them know what is coming next.

Share Detailed Results, stats, and Conversions with JV Partners and Post Contest Results

Damage Control – Handle Any Issues in personal emails. Address minor SPIN problems in broadcast to all JV Partners.

Empower PartnersEmpower Partners Never Compete With AffiliatesNever Compete With Affiliates Do not provide unfair advantages to any Do not provide unfair advantages to any

affiliates over others. affiliates over others. Provide tools and let them know you are Provide tools and let them know you are

available to go on the “circuit” and do sales available to go on the “circuit” and do sales tele-calls and bonus content calls.tele-calls and bonus content calls.

Provide Videos and access to videos to allow Provide Videos and access to videos to allow them to brand them for you on Google and them to brand them for you on Google and YouTubeYouTube

Keep Partners focuses on Product Benefits Keep Partners focuses on Product Benefits and Guarantee etc..and Guarantee etc..

Keep them informed on current promotional Keep them informed on current promotional campaigns.campaigns.

Use Contest to encourage them to move up or Use Contest to encourage them to move up or “defend” their current position.“defend” their current position.

JV Partner JV Partner CommunicationsCommunications

Send all communications in email Send all communications in email and post EXACT DUPLIACTE on and post EXACT DUPLIACTE on the JV Blog.the JV Blog.

Many affiliates prefer to get all Many affiliates prefer to get all information UP TO DATE just by information UP TO DATE just by going to the blog and often do not going to the blog and often do not ready emails as they are very ready emails as they are very busy.busy.

Use Consistent and Logical Email Use Consistent and Logical Email Subject Line PrefixesSubject Line Prefixes

ExamplesExamplesDay 2 {FIRSTNAME}, (7FC Update) – New Video Is UpDay 2 {FIRSTNAME}, (7FC Update) – New Video Is Up

Day 3 {FIRSTNAME}, (7FC Update) – Contest Day 3 {FIRSTNAME}, (7FC Update) – Contest Standings UpdatedStandings Updated

Day 3 {FIRSTNAME}, (7FC Update) – New Testimonial Day 3 {FIRSTNAME}, (7FC Update) – New Testimonial For Your EmailFor Your Email

Day 4 {FIRSTNAME}, (7FC Update) – New E.Z. Day 4 {FIRSTNAME}, (7FC Update) – New E.Z. Payment Plan LivePayment Plan Live

Day 5 {FIRSTNAME}, (7FC Update) – EZ Pay Doubles Day 5 {FIRSTNAME}, (7FC Update) – EZ Pay Doubles ConversionConversion

Day 5 {FIRSTNAME}, (7FC Update) – Contest Day 5 {FIRSTNAME}, (7FC Update) – Contest Standings UpdatedStandings Updated

(Live JV Follow Up (Live JV Follow Up Demo)Demo)

SeeSee http://the7figurecode.com/thejvbloghttp://the7figurecode.com/thejvblog

Action PlanAction Plan If you have an Existing Product. Think of If you have an Existing Product. Think of

how you can come up with a version 2.0. how you can come up with a version 2.0. Take the current product off the market and Take the current product off the market and do a RE-Launch of the product..do a RE-Launch of the product..

Make sure to review this presentation ANY Make sure to review this presentation ANY time you are going to release a new product.time you are going to release a new product.

For Exercise. Go through this presentation For Exercise. Go through this presentation and identify the items you left out of your and identify the items you left out of your last launch and think of how the tactics last launch and think of how the tactics could have effected your launch.could have effected your launch.

Share your results and what you could have Share your results and what you could have done better in the i5 members forum.done better in the i5 members forum.

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