In September of 2005, Neil Strauss released his book The Game, which told his story of becoming a pick-up artist and venturing deep into the seduction community....View More It was on best-seller lists for two months straight & created a cult following. Leading off of the book's massive success, Neil partnered up with some internet marketers (including Frank Kern) to do a huge launch for a $3,779 product called the Annihilation Method.
The core of their pitch was built on scarcity & exclusivity - only 375 will be available for purchase. Because of the limited supply & huge build up behind the launch, it sold out in 30 minutes. The biggest deliverable that likely nudged many to buy was a live apprenticeship program where they would meet Neil & work with him personally to develop their pick-up skills.
Overall, this launch was truly the ultimate example of using exclusivity & scarcity to sell a product. They sold the product on the domain http://only375.com - the 375 number was the main thing they wanted everyone to know. What's important to note is that because that was their main focus, they had to back it up in a big way to make it believable. To do that, they went as far as mentioning that they signed a contract that would make it illegal to sell more than 375 courses as well as mention that buyers would have to sign an NDA to never disclose the information.
Finally, what had a huge impact on the launch was Frank Kern's email sequence. The success of that sequence helped launch his biggest product ever, Mass Control.
$1.4 Million Launch from Neil Strauss (Frank Kern/Harlan Kilstein) Swiped in May 2015 Ran 2006
If you're going to make big claims about the exclusivity of your offer, you MUST back it up with proper evidence. In this case, they mention that they've signed a contract to sell 375 so it's literally illegal. Although, this is a bit over-the-top, it's an example of what's needed to make the claim believable. Because Neil is a trusted authority, such a claim is accepted more than if it came from someone who hasn't built rapport with their audience. This deal was for avid followers of Neil.
The $3,779 price tag may seem ridiculous, but it's actually a good lesson in pricing. Many may have scoffed at the price, but remember, only 375 buyers were needed to hit the $1.4 million mark. It didn't need to & shouldn't have appealed to everybody. There are die-hard fans that were willing to pay for it. Also, the live event helped justify the price a LOT.
Profile all different types of success stories if possible so you are more likely to connect with a variety of people in your audience. If they hear a story that started with the situation they're in now, it's easier for them to imagine having successful results with the product.
Photos depicting an overwhelming amount of effort or research put into a product are great visuals to use for selling. Use Neil's closet full of notes visual as an example.
Neil followed up on the success of his book with this product. Use Neil's strategy of moving followers up a ladder & offering more in-depth products. If you don't, you're missing out on a lot of income potential.
In industries where new strategies & techniques are used competitively, it is highly-valued & pleasing to know that "secret, new information" being shared won't be seen by everyone & their mother. If you are in such an industry, you may want to think about taking the limited supply approach to play to that desire.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of only375.com below.