– How I became the number one affiliate for this book,
(cheering) Traffic Secrets, during its launch. Today in this video,
I'm gonna be showing you the exact strategy, the
process, the breakdown, to how I did about $300,000 in sales and about $120,000 plus
in affiliate commissions and how I became the
number one in that launch, in that contest, even though
there were a lot of people in there with perhaps a much bigger list, a much bigger following,
better affinity with the group, but how I managed to do
it all and strategize, utilizing these different techniques. And if you watch to the end of this video, you will really see what
really differentiates the top affiliates from everybody else, especially when you
have the right strategy, when you understand the numbers, and when you have a process
in order to make this happen.
You ready? Let's begin. – Peng Joon. – Peng Joon. – Peng Joon is here. (dramatic music) – I want you to set your expectations high because I will massively exceed them. So a quick backstory to this. (cheery music) Today you're gonna see behind the scenes to how I'm gonna be planning and orchestrating the entire
thing to support him again. Hopefully come in at number one. All of our sales, none
of that is being tracked. I was extremely upset. Oh my god. In order to win this contest,
to come in at number one, I knew that first of all,
some data and some numbers.
About three years ago, Russell
Brunson launched this book, Expert Secrets, and same thing here. When he launched this
book, he had a contest, and I came in number one as the affiliate for this contest as well. When I came in number one at that time, I sold 6,000 copies of this book so I had a rough idea, a rough
gauge because I had data, and I knew that if I wanted to
come in at number one again, there's a good chance that I need to sell at least 6,000 books again. I'm gonna be showing you
these different steps, but I'm also gonna show you
that this entire thing happened in three different phases. If you're gonna make the most of this, I hope you're taking notes
together with me today, 'cause this is gonna be one
of the most profitable videos you'll probably watch when it
comes to affiliate marketing.
Three different phases. There is the pre-launch, so before the launch actually happens, what happened behind the
scenes, the strategy behind it, how I prepped for it. There is the launch
itself, the launch period, which is a three week period, and then there is the post-launch. Now in order for this
entire thing to happen, phase number one, the pre-launch,
I needed to, number one, begin with the end in mind. I needed to begin by thinking about how many books do I need to sell in order to come in at number one.
So based on this previous launch, I knew that I had to sell
6,000 copies on the front end. Now what does 6,000 copies
on the front end mean? So to give an example, I'm gonna
make this tactical as well, this video here today. The affiliate commission, meaning in order to promote the book, and if people bought it,
you would get a commission, on the front end, you
would only get a dollar, 'cause there's hardly any margins on this. After printing and shipping, Russell probably loses
money on the front end. But give or take, the affiliate
commission is about 40% on the back end. If a person takes up on the upgrade, if they take up the upsell, you get paid a commission
over there as well. So I knew that an average cart value, meaning whenever an average
person goes to this thing, on average, the payout for
free plus shipping funnel, which is a typical
sales process like this, is about 50 bucks.
So I knew that if I sold 6,000 copies, just like what I did with Expert Secrets, 6,000 people multiplied by
a $50 average cart value is approximately $300,000 in sales, okay? So notice what I'm doing right now. In the pre-launch stage, I'm
beginning with the end in mind, by understanding my numbers first. I know I've got to sell 6,000 books. That results in $300,000 in sales. That gets me approximately
40% commissions. It would be about $120,000. So I knew that the worst
case scenario, the maximum, my break-even point if I
were to use Facebook ads or paid ads, I can spend up to $120,000 before I start losing money. And by the way if you are
promoting somebody else's product, it's not just about utilizing this.
It's about utilizing the strategies that I used in this launch implemented in whatever
business you're in. The next thing I did in the pre-launch is I had to build up a warm audience. So I knew that this launch
would happen on March the 17th was the pre-launch, and
if I were to just run ads on March 17th, just like
what everybody else is doing, I would have the same result
as what everyone is gonna get. Right? So before March 17, one
of the things that I did is I purposely created a video, and I put this out about three weeks before this launch happened. So in about the first week of March, I actually dropped this rap video, okay? You may or may not have seen it. Obviously if you've
been watching my stuff, you probably have, but
this was a rap video that I released three
weeks before the launch.
As you can see, it was about a month ago, and it got 1.6 million views. Now this video that got
a ton of engagements, tons of shares, where I got
a lot of different people in this video, including Russell Brunson. I timed this video strategically so that it goes out
just before this launch. And the whole purpose of that is to build up a warm audience. Now, what is a warm audience? A warm audience is people
that know who you are, that know you exist, and they're not watching
you for the very first time. I knew that if you run
ads to a warm audience, your cost to acquire customers
is always less, 100%.
So before this launch
happened on March the 17th, I put this video out on
the first week of March, and I ran it for video views. So in other words, I paid Facebook, ran it as a video view campaign to show it to targeted people. Who did I show this to? I showed this to people
that is into Facebook, Facebook page admins, people that's in the
click funnels community, people that like Grant Cardone, people that like Digital Marketer, people that like Gary Vaynerchuk, so I'm targeting all these people, people whom I feel would
be interested in traffic, people that would be
interested in paid ads, and my rap video was based upon that.
It was on an abusive relationship of an advertising platform, right? So what is the purpose of doing that? The reason why you want
to do something like that is so that you can re-target them, which is the key word here. So out of the 1.6 million
people that watched, I'm now going back to Facebook, and I'm creating a custom audience. Now we're going a bit technical here.
If you don't know what that is, watch my other videos
on Facebook tutorials, right after this video, not right now. I created a custom audience of people that have watched
this video by at least 50% 'cause I know that if
they watched at least 50%, they probably got some
entertainment value. They laughed a little bit. They now know I exist, and I've established some sort of value and relationship with them. And I know that in the future, whenever you develop and give first, whenever you ask for
something in the future, it's always easier. So this is still laying in the groundwork. That's phase one.
What can you do consistently
to build up warm audiences? Then the next thing that I did
was I started creating videos on my YouTube channel
that is all about traffic, and again, because this is on YouTube, you probably noticed
these videos that went out before the launch actually happened. And notice how it is actually titled. All this entire playlist that I launched with a whole giveaway back then, every single episode was about traffic. It was about how to get
high-paying clients. It was about how to build your list. It was about content marketing. It was about paid traffic. It was about the Dream 100,
about Instagram marketing, all these different things.
I gave 10 strategies and in total, and they were all optimized with the keyword traffic secrets, traffic secrets, traffic secrets. And the reason for that is because I know that at the time of me releasing it, there would be no SEO value, but when Russell releases this book, there would be people on YouTube
typing in Traffic Secrets, and this in fact would
be an evergreen title because as this book gets out, and if it becomes a number
one New York Times bestseller, there would be a lot of people in future that is gonna be searching for that keyword, traffic secrets. So now it's also a longterm plan, but I am now competing for a keyword that is not yet competitive, knowing very well that in
future, when this book launches, it is going to be searched for.
So there's still a pre-launch. I'm laying the groundwork. Then at the same time,
pre-launch also means thinking about why should somebody buy through you and not some other affiliate. That's an important question. This is especially applicable
if you are competing in a space where there are
tons of affiliates, so for me, what I did was I created a
page that talks about this book and how you would get all
these different bonuses, these five bonuses, if you
were to get it from me. And the way I always think about offers and the way I structure offers is to think about these three components. First one is DIY, do it yourself, which is always the one that
has got least perceived value.
Number two is done with you. And number three is done for you. If you're gonna start
increasing your perceived value for a product, programs, and services, always think about how can
you include 'done with you' and 'done for you' items
as part of your offer. You see, what most affiliates
do is as part of their offers, they have this thing that I call
diarrhea bonuses, okay? You might have seen it before. They have this long list of bonuses like some private label,
low quality stuff, but the reason why
they're diarrhea bonuses is because they're all crap. There's a lot of crap. You don't want to be a marketer that's offering diarrhea bonuses, okay? Notice I only have five bonuses, but these five bonuses are
structured around something that complements the
purchase of this book.
This book is do it yourself. Ask yourself what makes a great offer. And how can I have 'done with
you' and 'done for you' elements that complements that main theme rather than having 100 random things? What I did was, and this
is absolutely insane, I offered an event ticket
for people to come, learn, and train with me so
that I could help them put the strategies in place.
Now what is a live event? A live event is more of a 'done with you' type of thing, right? If they can't come, they get
the live event recordings, which is 'do it yourself', but notice that as part of the offer, I'm also giving out the
checklist on what to implement. I'm also giving out the
different systems and processes to automate and streamline traffic better, and I'm also giving out my
free plus shipping funnel, a sales funnel, an actual one that has done over a
million dollars for me that can be utilized, and these are the
keywords you want to use.
Plug and play, copy and
paste, fill in the blanks. The words that I just
used are words that imply that you have done the
heavy lifting for them. You don't have to lift a finger. That's what people want. People want the process. They want the tools. They want the checklist. They want your script. And if you can give them these things, hand it to them on a silver patter, that is when it implies it's done for you. These are the five things.
Now, if I were to go a little
bit deeper into my offer, there are also a few problems to this. I know that if 6,000
people bought from me, and if I were to do this
event, I need a rough gauge because not everyone will come, especially if they've
got this ticket for free. We all know this. Whenever people get free stuff, people don't really appreciate it. But a bigger problem for me
is if I've got 6,000 people, and I'm doing one in the
US and one event in Asia, if I've got a grand ballroom of 3,000, 3,000 people, which I don't mind doing if people actually show up, but I know that in reality,
that's not gonna happen, and the problem is, I can't
gauge if it's gonna be 10%, which is 300 people, or 80%,
which is like, 2,600 people, 2,400 people, right? So what do I need to do? In order to see who's actually
coming, here's what I did, and if you've been to my events, my events are always about $2,000.
I said we're waiving off
the tuition fee of $2,000, and you only need to come to the event by covering a small materials fee of $97, which is a no-brainer 'cause I always do my
events in five star hotels, and $97 is a price point that will enable me to see
if they're actually serious. If somebody pays $97 to come, chances are, they're definitely gonna come, right? Unless there's a last-minute
emergency that happens, and if they can't make it, still good. They'll still get the
live event recordings to get all the bonuses just
by buying the $10 book. So this is what's called an
irresistible offer, right? Just by getting this $10 book,
they get all these bonuses and processes and videos as
well to complement it, okay? So this is still the groundwork,
laying the groundwork. I'm beginning with the end
in mind, preparing for war, which is what you want to be doing. Most people just go into something blind. Now because of that as well,
because I put this up early with planning and scheduling,
at the time of me doing this, if you were to type in
traffic secrets bonus, my page here, okay, this is an ad.
So this doesn't count, but organically, my page Traffic Secrets
Bonus ranks number one for the keyword if people are looking for
traffic secrets bonus, okay? So it's optimized because
I scheduled it that way and because of that, remember,
I talked about YouTube as well and creating videos. My video is also featured at the time of me doing this video on the first page of Google, so both as a Google search result and as a YouTube search result. In other words, beginning
with the end in mind, now that I understand the numbers, now that I've laid out the groundwork, then that allows me to prepare myself to go into phase number
two, which is the launch. Now during phase number one, one of the things that I
did was I was getting people into a waitlist first. So I had the page set up. I was getting all these
different people in there. I started promoting it because I wanted to hit this thing hard the moment the cart opens. Now during the pre-launch,
so during this timeframe, we got about 15,000
people into the waitlist, and then with all those things, this is like building a building, right? This is the groundwork.
Then we move on to phase number two. Now phase number two is the launch. Now if you're following my
behind-the-scenes series, you'll know that it's crazy, but the day we opened the cart, we actually sent out the incorrect link. Our first email that
went out 2 1/2 hours ago, none of the sales from that
first email is attributed to us, and over 7,000 people have clicked on it, and over 250 people have
bought from that link, and it's 4:30 right now, so.
Oh my god. And that link, the
weird thing was, worked. People could still check out, but we weren't getting
credited for the sale. So we were really puzzled at first. It was like, "Oh, why is
sales moving so slowly?" We realized that the
link structure was wrong, and we actually had a huge disadvantage for like the first two days
before they managed to fix it and credit us back the sale later on, but during the launch itself, that is when because we have
laid out the groundwork, what did we do? This was really now running
the ads to my warm audiences. Remember the warm audiences
from the rap video and on top of all of the other videos that I still have been consistent? So we switched on the ads. Our YouTube videos are still running.
Our Instagram swipe-ups. I'm still sending people
into the waitlist. So I'm now getting traffic from
all these different sources into the launch page, okay? But here's the thing. This is the thing that
most people don't see. Most affiliates are short term. They think, "Oh, this book on average, "I can get X amount of dollars
for promoting this book." Therefore they only look at the front end. Now I want you to notice
what I've done so far. I understand what is my endgame. I know that my endgame is
I'm gonna get 6,000 buyers, so 6,000 names in emails
that is high quality 'cause they actually
utilized a credit card, and I know that from experience, I will have gotten maybe
about 30,000 emails of leads that may or may not be qualified in order to get 6,000 buyers.
So I'm asking myself, "What
am I gonna do with this list "during the post-launch? "What happens after?" You see, the reason why I can still pay $125,000 on ads and still break even from the sales, it will still be a huge win. Here's why. 'Cause I'm still building
a list of 30,000 for free. That's number one. I'm getting a list of 6,000
people for free, number two. And what do I do with it? So what I'm gonna do with
it or at least initial plan, was to do that live event
in two parts of the world, in the US and in Asia, and
the whole structuring of this all happened before the
virus and the crisis, right? Before government was on lockdown, before countries were shut down. So I realized that there's a
problem now because chances are when I do the event, when
this thing blows over, when it's safe to do so,
there will still be that fear, and definitely attendance
rate will be affected.
So I needed to pivot. I knew that the best way I
can serve people and add value is when people come to my live events because that's when it's experiential, and I know that from my past experiences when people come to my live events, whenever I make an offer at the end, a good percentage of people
will take me up on that offer because they've already
gotten great value, and I've established goodwill. I've given them great stuff, and whenever you give people value, they'll be more inclined
to take up an offer, right? So because of that, I know that I needed to
do something different. So on top of the events,
one of the things that I did was I got Russell Brunson
to do a webinar with me, and in fact, that's actually
happening in about, man, it's happening 14 hours from now So 14 hours from now, I'm
gonna be doing a live webinar with Russell, and we're
gonna be making an offer, and the way we're doing it
is we wanted to over-deliver, and we're giving everyone that
bought through me in my list to come attend this webinar, okay? So it's not about the front end sales.
Imagine this, okay? So this webinar, we are
counting 10,000 registrants, and as of right now, we have 8,930 people registered. This is gonna be a crazy webinar. I want to hit over 10,000, so we still have about half
a day to make it happen. I'm pretty sure we'll exceed that amount, but I know that out of the
10,000 people that register, approximately 30% of people will show up.
Now, this is like pre-crisis. Post-crisis, I actually feel that turn-up rates are actually higher now because everyone's stuck
at home in quarantine, and they're bored. So who knows? I know that if 30% show up, that would be 3,000 people in a webinar, and depending on what the offer is, again, I know that based on past experience, if I have a $2,000 offer
on a semi-warm audience, it's possible to get a 10%
close rate on a $2,000 offer. So 10% of 3,000 people would be 300 buyers multiplied by $2,000 price point. That would be $600,000. I want you to notice now. Obviously, the result's not typical. You know, there's just so
many different factors. It depends on your experience,
if you're good at closing, all of that, right? But what I'm trying to show you here is that the numbers is
always in the back end while most people focus on the front end, which is the $20 sale.
So it's not about getting $100,000 to get about $120,000 in sales. It is the fact that I'm building a list, a list of leads, a list
of buyers, and longterm, if you treat your list well,
if you treat your buyers well, they will follow you for life, and the lifetime value of
that is gonna be way more than just the front end, okay? Another thing you
hopefully are taking away right now is this. In affiliate marketing, if
you're not building a list, you're not building your own business. Whenever I promote
somebody else's product, which I don't do often, by the way, I want to support them because
I believe in that product. Yes, but at the same
time, I always make sure that I'm building my list. You need to be building your list.
I see the mistake that many
affiliate marketers do, just promoting somebody else's product without creating this
bridge, this bridge page, where they capture their details first, 'cause this launch is three weeks long, and I knew that a lot of
people have built this list. They would spend it, and most of their sales
would be on the first day, and that's why I was the
underdog for a really long time for this launch, but
the way I looked at it was as a marathon, and on the
last five days, the last week, that was when we really ended
the marathon with a sprint.
That is when we scaled our
ads, pushed everything up, and when it comes to phase number two, so this is where I talk
about the sequencing of launching anything. This could be your own offer. This could be somebody else's offer. But in the series of emails
and in the communication, there's always three
different phases as well. In your communication,
people make decisions based on these three things. Number one is based upon emotion, which is the most powerful thing ever. Why did you buy that
fancy watch, that car? Chances are it's not because
of the functionality. Most things that you own
today is emotional-driven, which is basically what
you need to communicate to your audience if
you're gonna sell better. So in my emails, when I
was promoting this book, first phase is always emotion-based. What is the emotion
around traffic right now? So I'm thinking right
now, people are fearful.
People are stuck at home. The lockdown just happened,
and more than ever, it's so crucial to understand
how to drive traffic, how to pivot online, how to understand these
different platforms, Facebook, YouTube, Instagram, right? What is that core message based upon? It's based upon emotion. There's a ton of fear right now. There's a ton of panic, and if
you want to stay in the game and grow from this time of crisis, you've got to understand how
to get traffic online, right? So notice that first angle. That's emotion. Then at the same time, phase number two, the second angle that you want to utilize in your messaging is logic. Now this is the left brain people.
Now most of the time,
people would say this. They say, "Oh, I don't make
decisions based on emotion. "I'm a very logical person." That's also not true. Most people make their
decisions based on emotion and back it up with logic. You need to understand in your messaging. How can you have logical things in there? So this is basically
the numbers, the steps. So logically, here's
what's gonna happen, right? So logically if you think about businesses and Facebook right now, what is happening? So why you want to double down on traffic in Facebook right now. It is because as retailers get shut down, when F&B gets shut down, when most brick and mortar businesses can't continue their daily operations, the first thing they cut
is Facebook ads spent. Number two, as people are stuck at home, and their eyes are on their
screens, what are they doing? They are just watching and
having their eyes glued on social media. So if you think about these
two forces, market forces, number one, what has happened
to the demand for ads? The demand for ads has actually decreased because business owners
are stopping their ads because they can't fulfill their orders because they can't open shop.
At the same time, what's
happening to supply? Supply, which is the amount of people that is watching stuff on
Facebook has actually increased. So logically, notice my choice of words. So logically, what do
you think is gonna happen to the price of ads? Logically, what will
happen to the price of ads when demand falls and
when supply increases? Economics 101, prices will decrease, which is exactly what's
happening right now. So all the more, logically speaking, you should be doubling down on Facebook and understanding how to
get more traffic, right? So that's from a logical standpoint. Now the question again, I
want you to ask yourself, is in your marketing, in your messaging, are you utilizing these different things in your sequencing of your emails, in your Facebook ads, in your
messaging, in your webinars? The third angle is to always close it out with some sort of urgency.
If not now, then when? Why would it be painful if
they don't take action now? So for me, I did different prize draws, but that's all gonna go away
after this launch period, okay? So I'm taking it away, so that's urgency, so that's why you need to act now. So the best way to close off anything is by making it painful if
they don't take action now. I'm not talking about
fake urgency or scarcity. I'm talking about, like,
a real compelling reason why it's going to be painful
if they don't take action now.
How can you close it off
with urgency and scarcity? It could be, well, I'm
doing this live webinar. It's happening next Thursday, but if you miss out, then it's gone. It could be I'm doing this event. There's a physical capacity to this event. I've already booked this place. We can only fit 70 people, and when it's gone, it's gone, right? So what is that urgency
and scarcity for you? So that was how we strategized
the entire phase two to bring us to phase three. Phase three is post-launch, and right now, it's post-launch, like I mentioned. So for example, in front of me right now, this is the traffic workshop. So we are beginning in 14 hours, okay? Close to 10,000 people registered, and the whole thing here
is you just got slapped, Google slapped, Facebook
slapped, corona slapped, and you're about to lose everything. What are three secrets
you have to do right now within the next 72 hours if
you're gonna save your business and grow exponentially, okay? So this is again, post-launch.
What do you do after? The money's not on the front end. The money's always in the back end, okay? So you want to be able
to serve the buyers more, and that's when we're getting people to come to this workshop. Now depending on when
I release this video, this workshop will probably be over. If we do this site to make it
evergreen or have the replay, the link will be below
this description box. You might want to check
that out to show you and to deconstruct what we did so that you can see for yourself
and funnel hack and utilize and model that for yourself, okay? So all in all, that's
basically what I did.
That's what I did to become
the number one affiliate for Expert Secrets as
well as Traffic Secrets, these two launches, with planning, with understanding numbers, with having the confidence
to go in really aggressive because I knew what I was
gonna do in my back end to generate $300,000 in sales with about $130,000 in commissions and make all of that happen. I hope you enjoyed behind-the-scenes. As always, let me know
in the comments below what your biggest takeaway is, and if you enjoyed this video, please go ahead and like and subscribe. It does help the channel out a little bit, and it tells YouTube that I'm actually putting
some sort of value up there.
Appreciate you guys, and I
will see you in the next video..