A Single Product?

Posted by Dan Brown

November 13, 2007

Member Question: Am I going to fail if I don’t create multiple products like I hear everyone say?

Not necessarily. Would you consider selling a two cd set for $67 to a million people a failure?

That’s 67 Million!

Even if you had to spend 40 Million of that on the advertising you still got 27 Million..

People have become multi-millionaires off a single product in the past, and it will happen many times in the future. You don’t have to have multiple products to make money. It’s great if you can come up with them, but it’s definitely not an absolute requirement.

If you do create a 2 CD set for let’s say the Self-Improvement market, you have millions of potential customers. You could become disgustingly rich off that single product. If you get into paid advertising and set up a sales system that turns a profit, you can roll out and make a few million a year.

Or, if you recruit affiliates and give them great commissions you might make 2 or 3 hundred thousand a year off that alone, for years on end.

You want to somehow create something either truly unique that only you have or you want to make your advertising give a very strong impression that only you and you alone have this or can create this or that result.

It’s obvious that multiple back-end products can dramatically increase your profits because once you have the customer every sale to them after that is almost 100% profit, but it definitely isn’t a requirement.

If you want to put everything into a single product, you have to set up a sales system that turns a profit up front. The easiest and most guaranteed way to do that is to use affiliates. You don’t pay anything out until a sale is made and you have money in hand.

The fastest way is to get a paid advertising sales process to pay off. It’s not easy but it’s doable. Since your product and sales message is unique to you, only you can crack the code to make the advertising networks pay off for your product. We’re having success on things we thought would bomb and having total failures on things we were certain would succeed.

That’s why courses on the ad networks are for the most part useless, do your own testing. What worked for them turned out to be a total bomb for us. When it comes to services like adbrite.com and the affiliate networks, each person has to figure it out for themselves by testing anything and everything. There is no magic key - and thank God there isn’t, otherwise it would be ruined in short order. When you find what works for you, don’t talk about it, go for the gold as fast as possible.

With all this being said, I highly recommend you do create multiple products if at all possible. Not doing so is just leaving tons of money on the table. It also makes it easier to turn a profit from paid advertising. Like we talked about elsewhere, your front end product can lose and you still make a profit because of the back-end sales.

EDIT: The reason I used such large numbers at the beginning of this report is because - it is possible!

If you are going to put everything behind a single product, you are going to treat this as a serious business. You’re not going to throw up a single page get rich quick type sales letter and a single image and hope for the best. You’re going to build a professional site. You’re going to use every marketing avenue at your disposal.

Paid ads, SEO, affiliates, articles, news releases…everything - an all out attack on every front.

You’re going to use and test every copywriting trick in the book.

If you’re placing your bets on a single product you’re going to do whatever it takes. And, if you do like I suggest and create a true mass appeal product, you have millions of potential customers. You CAN sell a million copies of something on the Internet.

But maybe selling a million copies is not your goal. That’s fine…what about 5000 a year? At $67 a pop that’s still $335,000 a year. Not too shabby. If you have a potential market of 20 million or more potential customers do you think it might be possible to sell 5000 copies a year of something they are addicted to?

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