Empire Building Kit: Behind the Launch

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My friend Chris Guillebeau recently did a one-day launch of his new Empire Building Kit. You likely saw a whole lot of people pimping this business-building program across the web.

Not here…

Instead, I turned Chris’ launch into a killer learning experience for you.

In the 22-minute video below, I walk you, line-by-line, page-by-page, tactic-by-tactic, through Chris’s launch process. I deconstruct his copy, his pricing and his entire marketing funnel to reveal how he keeps everything low-key, super-friendly and low pressure…while sending people running and screaming to buy nearly everything he offers (his last program sold out in 45 minutes!). Enjoy…

Also, on the new launch page, Chris added links for a welcome video to:

  • Make it even more personal,
  • Remind potential buyers that it’s only open for 24 hours,
  • Reinforce that the goal is to build a lifestyle business, one-day-at-a-time.
  • Share his case-study approach to learning, and
  • Remind you that he’s going to go naked with his own business (at the top level)

And, he added what marketers call “social proof” – a page of testimonials that share the early experiences and stories from those who joined in the “inside” launch a month ago. Okay, lesson over, hope you guys enjoyed.

UPDATE 6.18.2010: Chris originally pulled down the registration page for EBK after his one-day launch, but has now reopened it to new participants on an ongoing basis at his Unconventional Guides site

Blatant Affiliate Link For Those Who Simply
Buy Chris’ Stuff Now…Or Die!

(And, even if you’re not buying, click over, read his
copy and see how he’s set up his marketing
funnel in detail, you’ll learn a ton.)

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17 responses

17 responses to “Empire Building Kit: Behind the Launch”

  1. Larissa Works says:

    Alright Jonathan! I’m trusting you on this one *pulls out my credit card*… Thanks 🙂 *Oh and I went through your affiliate link – so you’re welcome! Keep rockin!

    • Jonathan Fields says:

      Cool beans, like I said, I just loved sharing Chris’ process, but yes, the product itself I still think is way underpriced. But, hey, that’s just me.

  2. Sascha-Irena says:

    EBK is great! I was one of the first 500 🙂
    And I like your video.

  3. Dude, this is amazing! You make me want to buy it. Oh wait…

    Seriously, you win the effort award. I really appreciate your support. Whatever I learned about copywriting and messaging in general, I learned from you.

    • Jonathan Fields says:

      Hey, man. If you run out, I can always sell you my copy…at a fair discount of course, since it’s very used!

  4. […] Shared Empire Building Kit: Behind the Launch. […]

  5. Tom Bentley says:

    Well, I do think the Alex the Great should come with a shiny sword too. Thank you Jonathan for a fascinating look at creating sales documents/landing pages with a human face—there’s an effort among today’s marketers to try to facilely manufacture the open, credible offers of these kind, but they fall flat because you can see the blowhard Oz behind the curtain. This smacks of real.

    Good stuff!

    • Jonathan Fields says:

      Just trying to help everyone figure out how to do it right…and earn a nice living along the way.

  6. I loved your affiliate link text =)
    Just thought I’d let you know.

  7. All I’m gonna say is:

    Holy ****, this may be the BEST approach to an affiliate sale I have ever witnessed!

    Way to add value Jonathan! Between you and Dave Navarro, there’s hundreds of dollars of extra launch tactics, info & wisdom… and its all a gift!

    This is the definition of “”outside the square”. Thanks

    • Jonathan Fields says:

      Glad you enjoyed the the added value. Chris has such a great, unique marketing funnel, I really wanted to talk about it and this was the perfect opportunity. And, yeah, Chris’ product ain’t so bad, either.

  8. J – You’ve done it again… FANTASTIC video & overarching concept. You had me at “Hey guys” :). Just placed my order for the full Monty through your well-earned affiliate link. Once again, you break the mold. Long live the Emperor(s), long live Career Renegades! M

  9. Judy Martin says:

    OMG! That’s all. Judy

  10. […] Hangen made $1500 just by Tweeting about it a couple of times. Jonathan Fields set up a brilliant 22-minute screen-capture overview of the launch messaging. Guest posts on Copyblogger and Zen Habits helped to establish some good […]

  11. […] that I came across were by Jonathon Fields and Dave Navaro.  First up: Jonathon – he did a 22 minute video review of the launch – this is well worth checking out.  Secondly, Dave Navaro, AKA the Launch Coach had a launch […]