Just a heads up, nearly half of all the artificially restricted copies of Copy Riddles have sol—
Relax. I won’t go there.
A couple days ago, I tapped into a rich vein of discontent by writing about Justin Goff’s “sold out” email, which tried to push an unattractive offer that had “sold out” fewer than half of all available copies.
Many readers wrote in to say they found this kind of marketing sneaky and misleading (“This email had me screaming at my phone”).
And then, among the many “you tell ’em!” replies, I got a message by a reader named Andre, who wrote in with a suggestion for me:
Your email about no real urgency on infinite+ digital copies reminded me of what Tony Shepherd used to do.
Because he had a fairly large suite of digital products…
He ripped a page out of Disney’s marketing book.
What he did was promote a product for a set amount of time and then…
Put it back into the “vault” where it was unavailable until the next time he promoted it.
It’s an interesting strategy to use for digital products.
Not sure if that would ever work for you, or even a creative variation, but hey, there it is.
The fact is, this model is exactly what I was doing with my Copy Riddles program — until yesterday.
I presold and launched Copy Riddles last year in April. I dripped the content out by email day by day — because I was creating it live, day by day.
After that initial launch finished, I placed Copy Riddles inside a heavy trunk and had the trunk locked and brought inside the Bejakovic Cave of Treasures.
I then had the cave sealed with a large boulder and guarded by a large man with a large sword, who only ever said one thing, “Hassan chop.”
It was only every few months that I had Hassan move the boulder and open up the cave. Only for a few days at a time did I let people inside to partake of Copy Riddles treasures.
This model worked well. Each time I made Copy Riddles available for a few days, I had new people sign up. And I made good money.
Plus there were other benefits, too.
For example, many people who had signed up during earlier runs signed up again, since they got lifetime access.
On that second or third run, some of them finally consumed all the content, which made it so they could finally get the promise of the course — A-list copywriting skills, implanted into your brain.
That was good for them and good for me. Because, promise delivered, they were now that much more likely to become my long-term customers.
Anyways, like I said, that’s the model I used — until yesterday.
As of yesterday, Copy Riddles is now an evergreen course. It’s available year-round, and not just during a few launch periods. And it’s delivered through a members-only area of my site (which I might rename The Cave of Treasures) and not through email.
I’m telling you all this because of the ongoing Copy Riddles “launch.”
All the current “launch” really means is that if you do decide to get Copy Riddles before this Sunday, Oct 30 2022, at 12 midnight PST, you will pay less than if you join Copy Riddles after this “launch” period ends. I will increase the price to $400 on Monday as a first step.
But there’s a second reason why I’m telling you about my course model switch. And that’s in case you ever create and want to sell courses of your own.
How you package up and deliver those courses will have a big impact on how those courses are perceived, sold, and consumed — independent of the content and value inside.
But if you are creating your own courses, don’t assume that just because I changed from the launch to the evergreen model that this is the way to go.
The fact is, this switch wasn’t a decision about money or about the number of sales made.
I simply wanted offers I could promote regularly at end of my daily emails. Copy Riddles is now one of those offers.
But this switch means I’ve lost some of the benefits of the launch model. I’ve had to think up ways to try to reproduce at least a part of them.
We will see if the price increase on Monday will work to stimulate the same kind of urgency as Hassan rolling back the boulder on the mouth of the cave.
And as for those other benefits of the launch model — like people actually consuming the content and getting value out of the course — well, I’ve had to think up other things.
I’ll talk about those in future emails during this “launch” period. Meanwhile, if you want to get Copy Riddles now, before the price goes up, here’s the link: