This is a GREAT story – and shows you the power of building rabid fans AND an irresistible offer.
Louis C.K. is a comedian with a big following. His material is cutting-edge and his fans love him (those who find his material “tasteless”- can’t stand him). **Personally, I think he’s funny!
Anyway, he filmed a live event at the Beacon Theater in NYC, but instead of going the traditional $19.95 or $29.95 route (and trying to get it into retail stores), he slashed the price to just $5 and sold it directly on his site as a download.
Louis also pledged a significant amount of sales to charity (always a good thing!).
And in just 12 days brought in 1,000,000 in sales.
You read that right – a million dollars in 12 days selling a $5 downloadable video.
Yes, he already had a strong following. And he used his clout (especially on his social media accounts) – but there are a few things to pay close attention to for “information marketers”…
PART 1: RABID FANS
The first ingredient was Louis’s rabid following. He does it with outrageous content (in his case, it’s comedy). In my case, it used to be “fitness” and now it’s “Internet marketing”.
So the question to ask yourself is “what are you doing to attract die-hard fans?”. Are you creating compelling content or are you putting out generic, boring crap?
Now is the time to be honest with yourself.
PART 2: STAY CONNECTED
Louis primarily promoted the deal to his social media accounts (like twitter).
Yes, Louis has been on TV (and even had his own show) – but that’s not the point. You can build your own large following online as well. People who have big followings online now (like Tim Ferriss or Gary Vaynerchuk started with nothing).
So you have to ask yourself… are you connecting with your fans? Are you answering their comments?
Or do you just try to sell, sell, sell?
PART 3: IRRESISTIBLE OFFER
I’ve been telling you that a $5 deal is almost impossible to pass up. In fact, I just did a $5 promotion and sold A LOT of these (it was for a $1k product for just $5).
Do you have a product you can sell for $5 to bring in lots of fresh, new buyers?
THE “NON-SALES” SALES LETTER
When you combine the three ingredients above, your “sales letter” almost doesn’t matter.
You won’t need a $20,000 copywriter. Nor will you have to stress out about creating a story.
Here’s the simple page Louis used to sell over $1 million of his $5 video:
His copy, was as follows..
“You’re here to buy the Louis C.K. – Live at the Beacon Theater special. This is only available on this site at a cost of $5, worldwide[1], paid via PayPal. Out-takes from the special (this material is not in the special)”
And a button that says “BUY THE THING”.
Plus a short, 4-minute clip from the video (via youtube).
That’s it.
This flies against everything so many “marketers” have taught you over the years.
You see, when you really connect with your subscribers.
When you say SOMETHING that moves people.
And you create an offer that’s impossible to refuse – selling becomes so much easier.
It’s why the “gurus” who don’t live and breathe this have to rely on “tricks” and “tactics”. It’s why they are building a business that is paper thin (and they are teaching you the same thing). It’s why their subscribers are leaving at record pace (and yes, they are now following me and other people like me who are teaching marketing differently).
And it’s why YOU are going to stop listening to all the BS you’ve been fed over the years – and start building a real f*cking rock star business.
You with me?
SHARE YOUR THOUGHTS BELOW!
P.S. Like I have said, there are marketers who “get it”. This guy is one of them (and he is giving away a really good $997 training course for $5).
Feel free to post your questions, comments and thoughts right here.
You rock!
Ryan
Hello Ryan ,
Thanks for this post! That really gets me thinking!
Most of the time we overcomplicate things a lot.
Can you please post the original website from Louis so that I can take a look at his process?
Also you talked about a 5$ video that you posted here.
What is amacing for me that the greeting starts with the aktual Date! I have never seen this before. Do you know how that is done or where I can learn how that is done?
Success, joy and happiness,
Patrick
be interesting and people will take interest in you. Pretty much sums it up :)
good post Ryan.
Yep.
Plus, don’t forget about creating that compelling offer. That’s a key component too.
Ryan
The part I love best about this is how open Louis has been about the whole process. He didn’t just set up the site and watch the money come in, he’s been posting about the results, showing screencaps of his PayPal account (wish I had $1 mil in my PayPal account…) and going over exactly what it cost him to do it and WHY he did it the way he did. I think it’s brilliant. Yes, he’s got more avenues to promote himself and he’s already a big name, but it’s a formula that anyone who’s got the balls to try it can follow.
I bought the video the first day, and I’ll do it again next time.
You are right Chris.
The transparency has been incredible too.
And the fact he’s giving a lot away to charity should keep MOST (not all) of the negative lack-mentality people away.
Ryan
I love that he’s giving a ton away to charity, and a BIG bonus to his staff who support him, but i REALLY love that he’s not afraid to tell people that **gasp** he also made some money doing what he’s good at!
Great stuff Ryan! It’s all about connection, relationship building and service. The ‘sell and run’ days are wearing thin now thank goodness :-)
cheers, Tanya
That’s it in a nutshell Tanya.
Build those fans.. the rest becomes easy…
Ryan
Ryan,
This is an awesome story. Thanks for bringing light to it.
As a person who has always been more about building up a business and not marketing tricks to make money, stuff like this reminds me that in the end….it all works out if you put your readers/clients first.
Mike
Mike – you’re welcome!
You can never lose when you put your clients and subscribers first.
Ryan
Amazing story.
Corleone’s style, He made an offer we can refuse.
And the simplicity of the copy that answers the right questions
Q what I’ doing here?
A You’re here to buy the Louis C.K. – Live at the Beacon Theater special
Q Why Here? -
A This is only available on this site at a cost of $5, worldwide
Q Ok. How do I get it?
A paid via PayPal
No place for the visitor to wondering or get confused, brilliant.
And let’s not forget of course that behind these 12 days million there are several years of hard work and exposure to get those rabid fans (at least 200K) to buy from you.
Great motivation Ryan!
Cristian
Hey Cristian,
I love the way you broke down his page.
Great, great stuff!
Thanks for contributing.
Ryan
Ryan,
thanks for posting this example. It’s an interesting example to analyze. Two lessons are pretty obvious. Everybody loves a true bargain. And the more they like you the more of the customers will buy, given the same offer.
But I wonder how applicable his numbers are to our industry in terms of being able to get up there?
At $5 a pop, he needed 200,000 buys. Assuming a generous 40% conversion (not everybody has a PayPal acct still), there had to be at least 500,000 fans or even more coming to the page to check it out.
The entire IM industry may have just a few guys who can command this kind of eye-ball volume in a 12 days. You’re a big name in the industry and you probably didn’t quite get 200,000 buys for your $5 offer :-)
We do have an advantage over CK. With a $5 offer it’s not likey we can attract affiliates to send it. However, with the right upsells at higher prices (perhaps continuity) that converts well, this might play for a smaller marketer.
Hey Alex,
Of course, his numbers are a reach for most people.
But, not everyone has a goal of $1 million in 12 days (nor do most have his platform). But it’s something to shoot for.
Heck, if you just sold 1,000 of them, that’s $5K PLUS you now have a list of 1,000 BUYERS. From there, you turn those 1,000 people into a million dollars.
And yes, you can still attract affiliates with a $5 offer (that’s something I haven’t revealed to anyone yet…)
Ryan
Great article, Ryan! BTW, the $997 offer is actually $19.97, not $5. Just took a look.
Hey Michelle
Thanks for catching that error.
I used the wrong link – it’s going to the $5 offer now. Just click “refresh” on my page and click the link again.
Ryan
Awesome! Thanks, Ryan!
Hey Ryan , Thanks for keeping it so simple. If you love what you do, the content just flows out. Video it, keep it real and give the people the truth.
Keep Killing it!!
You got it coach!
I’ll keep the content flowing for ya…
Ryan
Hi Ryan,
Very inspirational story! I am actually going to create a $5 a month continuity program in 2012 because of what I am learning from you in the Method and IC. Great advice as always! See you in the Method later today!
Regards,
Cory
Hey Cory,
I’m looking forward to seeing you rock it in 2012!
Ryan
Legendary copywriter Gary Bencivenga:
“A gifted product is mightier than a gifted pen”
And there’s power in clarity. A confused mind doesn’t buy.
Final thought: Another example of an overnight success 10 years in the making.
Hey Jack,
“A gifted product is mightier than a gifted pen”
Brilliant stuff from a brilliant mind!
Ryan
I say screw the $5.00 just look how BIG his list is now! Now this is where the money is right Ryan?
Money loves speed as they say!!
Thanks G
Absolutely Glen.
With a list of 200,000 BUYERS – that can turn into a massive business.
I’d nurture that list and create MORE videos, create a continuity program and so much more…
Ryan
Wow. What an awesome story!! Ryan I really appreciate you for sharing this one with us.
My pleasure Dave.
I heard about this a few days ago, and just wanted to offer my own spin on it.
When I hear things like this, it only motivates me more.
Some people will find the negative. Like how it was easy for Louis to reach so many people – but I find it inspirational.
Rock ‘on
Ryan
Ryan, you referred me to Louis CK earlier this year. I’ve been worshipping him ever since. Thanks for bringing happiness into my life.
Hey Fred,
He’s a funny guy and a smart business man too!
Ryan
I have noticed this myself and I must add that you are on top of it WHEN you can see it. Those who do not see this tend to spend the time of their subs and ultimately loosing them because of the trust that has been broken. It can go on for quite a while but in the end this is what counts. Agree with everyone else; Good post here.
Thanks for your feedback Rune.
Louis is keeping the trust and he was rewarded (and will continue to be)
Ryan
Yup, with you …
Hi there,
If you want to see what an offer is (and this guy is not famous) check out that $5 product that Ryan recommended. Super high value offer with amazing upsells. No seo, affiliates coming to him to offer to their lists. Needless to say I donated Ryan. The startbucks is on me Ryan! Ha ha.
Thanks Anthony,
The offer really is a perfect example of an irresistible front-end followed by powerful high-value upsells.
He can monetize and you still feel good about investing in the programs.
Ryan
Yeah exactly Ryan, the thing is he has made the offer and up-sells very appealing to two parties 1. The customer and 2. The Affiliate (the affiliate page shows what Lee will offer). Awesome. I was taking notes as I was going through the payment/upsell process! Like a moth to a flame!
Like you said… Question is, what are YOU doing to create raving fans?
As for me, I’ve been working on tightening up the lessons in my email series. Trying to jam pack the amount of value delivered. The more value, the better. So far, that mailing list has been growing fairly well, next step is increasing conversions to my membership site. But, value first.
Hey Ricardo,
It’s good to hear you are working on creating raving fans.
Once you do that – life becomes pretty damn sweet indeed.
Ryan
Louis is Hilarious & I really appreciate his transparency about what he is doing with the 1Mill
Thanks for sharing this!
Ryan,
Another great post. When I first I heard about C.K.’s million-dollar ‘launch,’ I was thrilled. More proof that a real bond and a valuable product are a match made in marketing heaven.
Thanks for sharing!
Jason
That is a great example of how simple it can be when you do the basics right – creating valuable content that people want and giving them an awesome offer. It was also a very unique way of doing it and I think that’s important too. Just copying your competitors sales page won’t make you an overnight success as many marketers believe.
He is already famous and have lots of rave fans. How could he not make big money with almost anything?
But someone like us, who has no status, no fan, not expert, not great communicator, how that happen for big lanuch like that?