Written by Michel Fortin
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The Myth About Product Launch Copy

Mike MorganMany people have said that copy is not important for major product launches. They said that, if the launch is done strategically, and there are ample affiliates promoting your product, people will simply buy even if there were just a simple “buy now” button on the website.

Some people have said this about my copy for John Reese’s famous million-dollar day launch of his course Traffic Secrets. Others have said this about other major product launches. But I can tell you, nothing can be further from the truth.

Arguably, everything that goes into a launch is what makes it successful. Recruiting big-name affiliates, having JVs, writing powerful affiliate copy, using targeted lists, applying scarcity (such as a countdown to a launch), adding social proof, creating buzz, etc.

And some people (albeit not as many as some purport) will buy the product on the power of those alone. But even when all the cards are played right, copy still does play a role.

A major role.

Recently, I conducted a special interview with copywriter Mike Morgan and his client, Sterling Valentine, author of JV Formula, on the power of copy during a major product launch.

Mike and Sterling dispell the myth that good product launches practically sell themselves, without the need for copy. If you listen to this call, you will soon realize that copy plays a vastly more important role during a major product launch.

And Sterling and Mike have the test results to prove it.

On this call Mike and Sterline were gracious enough to talk about their initial “flop” when his product launched, and how they turned it around into a massive success, all with just the power of great copywriting.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Also, check out the salesletter in question talked about on the call. Click here to view “JV Formula.”

Last 5 Posts by Michel Fortin

About the Author

Michel Fortin is a direct response copywriter, author, speaker, and consultant. Visit his blog and signup free to get tested conversion strategies and response-boosting tips by email, along with blog updates, news, and more! Go now to http://www.michelfortin.com. While you're at it, follow him on Twitter.

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Category: Interviews / Launches / Teleseminars
Tags: conversion, copywriter, Copywriting, interview, john reese, launch, million dollar, mp3, success, teleseminar
This post was written on Monday, July 3rd, 2006. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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  • Great info...once again.

    Yes, I've heard this "myth" floating around. Thanks for destroying this fallacy that a product will sell itself with a "proper" product launch.

    Ultimately, I think this info should show all in the business world, the value of a team effort between a marketer and a copywriter.

    Thanks for the info Michel, and thanks Michael Morgan for kicking butt for the copywriters out there--showing that you do need kick-butt copy.
  • AGW
    Ok-
    Now that you've gone for the full buzz and lost ALL the hair it totally works. Great look, much cleaner and sexier. I hated that in between thing.
    A
  • Hi Michel

    Yes, a good copywriting is always needed plus a good marketing strategy to boost sales.
  • Vin
    Michel,

    Thanks for the clarity and thanks to one of my mentors... Curly Morgan for setting the bar high.

    Vin

    PS - Only here because with Michel's board being down, I was just jonesing for some contact. :)
  • Hi Michel,

    Great post!

    Also we had an appt. scheduled for today.

    You left poor little ole' me hanging in the rain (*wink wink*)!

    Let's rechedule!
  • It's an interesting phenomena that at some point nearly every client will do the "I know that copy is important and we should use direct response methods but this is different".

    This whole idea that the copy isn't important is quite ridiculous.

    You can test %response from the sales page and SEE the difference.

    Also if you really understand the process of copy you know that a huge part of the art of skilled copywriting is finding a powerful offer to sell the product and that is another key to a successful product launch.

    If copy wasn't that important why was John Reese willing to pay top dollar for Michel to write the copy for the million dollar traffic secrets launch?

    Kindest regards,
    Andrew Cavanagh
  • You have proven something we already know - Copy Sells! As someone that is NOT an effective copywriter - I spend alot of time reading copy that does work. A product doesn't sell itself and it doesn't matter how many affiliates can send traffic to a page - its the copy that convinces visitors to become customers.

    Great Job!

    PS I like the full buzz look too! A powerful statement.

    Tammy
  • Nigel J Britton
    Funny thing this copy business!

    Especially when it's web copy.

    All of a sudden we have audio, podcasting, video, etc..etc... so the theory is we no longer need to worry about what text is written, the sound and visuals will sell the product/service without consideration for the marketing message!

    I find it almost unbelievable. The same marketing messages that have been used for centuries won't suddenly be dumped because of the internet. That just won't happen

    I ask you this. Will there be a script for the audios? videos? Or will they just wing it?

    Behind EVERY proper marketing medium there are sound direct response principles, no matter how the message is delivered.

    But what do I know? Just an honest Scotsman giving his view!

    Kindly,

    Nigel J Britton
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