Reading the November 2012 “Gold Letter” from Dan Kennedy…
…a little aside reminded me of…
1) How Dan is a master of marketing reinvention; and
2) How he’s pretty much always marketing, even when he’s delivering content.
Here’s the section that caught my eye…
“There is a definite inner game of wealth. In April 2013, I’ll be conducting a special Wealth Day for Info-Marketers, after the New A-Z Info-Biz Blueprints Re-Boot Training…”
There are a number of things to note here…
1. Obviously a subtle plug for an upcoming event
2. Note how a generic type program (“Wealth Mindset”) has been subtly adapted to a specific audience (“Wealth Day For Info-Marketers”). I doubt if the information will be much different from other “Wealth Days” but note how this seems to be something special for Info-Marketers.
The main point of interest for me, however, was neither of these. It’s the reinvention of the A-Z Info-Biz Blueprints. And not just a reinvention but…
…a “Re-Boot” as well!
Don’t know about you, but if you’re involved in Info-Marketing this seems like something you would need to know about.
You often hear it said that 2 of the most powerful words in marketing are “Free” and “New”. There seems to be an inner human compulsion to have, or at least know about, the latest and greatest.
Dan often talks about the need to keep your audience engaged and interested so that you stay relevant to them.
In Info-Marketing and really any “How To” niche, nobody wants to know about what was hot last year.
One way to stay relevant is by relaunching and refreshing your products.
Using Dan Kennedy as an example, his flagship books “Ultimate Marketing Plan” and “Ultimate Sales Letter” are now in their 4th or 5th editions, having been originally published w-a-a-y back in the early 90s.
In his “No BS’ series, the books on sales success and business success are now…
“No BS Sales Success In The New Economy”
…and…
“No BS Business Success In The New Economy”.
Now, post the great melt-down of the Global Financial Crisis, it’s an easy case to make that we face a “New Economy”. But arguably, there’s always change going on. So if you look hard enough you’ll find a justification for updating a product to meet changing circumstances.
One final example. Back in the 1990s the Tony Robbins people were concerned that sales of the flagship program “Personal Power” were flagging.
They turned to Dan for advice and the result was…
…”Personal Power 2″!
I don’t believe there were too many changes, but with a few tweaks and the proverbial new lick of paint, “Personal Power 2” was hugely successful. I understand it is one of the top-selling personal development programs of all time.
So, if your product line is looking a little “long in the tooth” and sales are flagging a little…
…it’s time for an update and a relaunch.
Ah yes, the other big benefit of a new version is that it gives you a perfect reason to have a product launch campaign and re-engage your audience.
With 2013 fast approaching, it’s a great time to conduct a re-launch (the “New 2013 Edition”). Don’t wait for the second half of the year to launch a product with the year in the title. You’ll lose much of the impact.