Hello,

My name is Herc Magnus, and I am the co-owner of a software development company called Supremacy.Digital along with my partner Todd Spears.  I wanted to put this case study together to reveal how we managed to get 4th place on one of the biggest launches in the Internet Marketing space in quite a while.  

Why does our case study really matter?

Well for starters,  there is a good chance that you have never heard of me, Herc Magnus, or my partner Todd Spears.  

We are relatively unknown in the industry as compared to many of the others on that leader board.  I’m sure that you probably recognize a few of the other names yourself!

Second, we do not have a massive marketing email list like many of the people on the leader board who have email lists in the hundreds of thousands. 

In fact, we have less than 10,000 people total that we marketed to and they are all customers of at least one of our software solutions.

• Project Supremacy – approx 5,000 customers
• Keyword Supremacy – approx 1,100 customers
• SERPtech – approx 200 customers
• AMP Supremacy – approx 700 customers
• PixelScout – approx 2,000 customers

That’s only a total of just over 9,000 customers that we marketed this product to but still managed to place very well on the leader board.

So How Were We Able To Place So High On The Leader Board
With A Relatively Small List & Disadvantage By Numbers?

That’s what I want to cover in detail in this case study.

I’ll do my best to reveal all the strategies we used throughout the entire marketing campaign, including the thought process behind setting up our angle, the emails we sent throughout the promo, and all the internal and external tools we used to achieve our success.

I’ll break down our promotion day by day, and explain the thought process behind each days mailing.  I’ll include links to each of the emails we sent and a break down of the stats each day.

Stats will include our open, click rate, and sales conversions.  You’ll be able to see what messages, and techniques really pushed sales for us day by day! 

The Offer

Chris Munch & Jay Cruiz opened the pre-launch stage of the $100k Shoutout on Thursday, August 15th.   The high ticket price point was $2497 which was the most expensive product we’d ever promoted.  But we knew it was a killer product and wanted to support Chris & Jay on it, no matter the challenge to us.

The actual ‘cart open’ live launch started on Tuesday August 20th, and closed on Monday August 26th.  A period of 6 days in total.

We did not participate in the pre-launch stage, but still began our own pre-promotion on August 16th

The Bonus

We teamed up with Cory Sanchez & Ira Rosen of MojoGlobal to offer a mega bonus to all our customers in hopes that the team effort would land us somewhere in the Top 10 of the leader board.

Cory & Ira would handle the logistics of the Live Event in Barcelona, Spain as the travel part of our bonus, since they had done it previously and were experienced in it.

Todd & I would bundle together $2000 worth of our software products and offer them as a complimentary bonus that could be used to improve the $100k Shoutout methodology, which we would teach on a webinar.

The Strategy

Because we had so many highly detailed parts to this entire strategy, we had to break it down into smaller parts and release it a bit at a time so that our emails and calls to action would be concise, short and to the point.  The first half of our promotion (during the $100kShoutout Pre-Launch phase) we would be focused on getting people to sign up for our own internal webinar on Tuesday morning exactly 1 hour before the actual $100k cart opened.

We’d send people straight to the live sales page from our live webinar after explaining the live event, the bonuses and what exactly the $100k Shoutout is and does.

Things changed…and we had to adapt our strategy quickly.

5 Days Until Sales Webinar

OUR OBJECTIVE: Get Webinar Registers

Our goal at this stage in the promotion was to get people to start registering for the bigger sales webinar on Tuesday which would explain all the aspects of our promotion.

• The Live Event In Barcelona, Spain
• Our $10k Bonus Package
• $100k Shoutout

However, since there were so many parts to the entire offer, we focused only on introducing people to the idea of our Live Event as a bonus.  We didn’t explain what the bonus was for, we simply focused on the Live Event, and that they could get more details by registering for the webinar.

This was already a mistake…

4 Days Until Sales Webinar

OUR OBJECTIVE: Reduce Travel Costs, Reduce Confusion, Increase Value.

Our goal from the last email failed miserably as we sent over 380 clicks but only got 34 webinar registrants, just awful by our standards.  After taking a look at the email and landing page, I was easily able to identify three main points of friction.

1. Most people cannot afford to travel to Barcelona, Spain for an event as it’s quite expensive and many just don’t have the time to go.  So why even bother registering for a webinar to have it explained.
2. Since we were labeling the Live Event as a bonus, it’s heavily implied that they must purchase something in order to get the bonus, however we haven’t said anything at all about what that is.
3. We wanted to add more value to those who ‘might be’ interested, but didn’t want to go to Barcelona.

Those 3 points were addressed in this days email and landing page.  The landing page was updated to reflect a new $500 Amex Travel Voucher as well as $2000 in software bonuses for anyone who was not interested in the Live Event.

We are still pushing The Tuesday webinar at this point on the landing page.

1 Day Until Sales Webinar

OUR OBJECTIVE: Reveal $100k Bonus, Pattern Interupt.

At this point, our whole objective to get people registered for our larger Tuesday webinar is completely failing and our promo is now in trouble. Only 20 more people had registered for our webinar for obvious reasons at this point.

1. People still do not know what they have to do to get our bonus.
2. It sounds like it’s going to be expensive.

I know that we cannot continue to confuse our lists, so on Sunday we asked Jay Cruiz to join us for a strategy session on how to better angle this promotion as well as ask him a few questions about the $100k Shoutout in preparation for Tuesdays webinar.

I knew that there was going to be excellent info on this Zoom meeting, so I secretly hit the record button and didn’t tell any of the others until the meeting was done.  It started as a joke that Todd showed up without a shirt on for the meeting before Jay arrived, as he had just arrived home from a workout, but knowing that I was going to be recording the meeting, I jokingly suggested we all quickly take our shirts off before Jay arrived to catch him off guard.  And I knew the “shirts off” angle could be used in email as a pattern interrupt.

Whether this entire strategy worked or not we aren’t really sure of.  However, from this point on, we knew that the confusion for what people would have to buy ($100k Shoutout) was now removed.  The only item still left unclear was what the price point for the purchase would be.  However, we never reveal a price before giving the value, so we knew that would be answered on Tuesdays webinar.

$100k Cart Open – Sales Webinar

OUR OBJECTIVE: Sell $100k Shoutout Via Webinar!

We timed our sales webinar to end right when the $100kShoutout Cart was opening so that people could go straight to the checkout page, but Total DISASTER struck 🙁

Well not ‘total’ disaster, but our of the 77 registrants to this webinar, only 4 showed up (2 of the 6 shown on the image above were Todd & myself)…that’s a massive failure on our part of everything we did leading up to this point.

However, the silver lining was that out of the 4 people who were live, we actually made 1 sale which meant we converted at 25%.  However with numbers that low, it’s not really a fair representation, but at this point we’ll take it!

Meanwhile, Cory & Ira (our launch contest partners) also did a webinar, but their strategy was quite different than ours and they converted quite well on their webinar, which was actually Jay running the $100k Product Webinar to their audience.

We were extremely quick to mail out the replays and actually ended the days with another 3 sales to bring our total up to 4 sales & $3,430 in commissions.

So ultimately we knew that the $100k Shoutout was converting, we just had to start over with a new angle in order to sell it.

Launch Day 2 Of 7

OUR OBJECTIVE: Completely Revamp Our Angle To Sell $100K Shoutout

Because we knew that the $100k Shoutout was converting for others, we knew we had to re-adjust our entire mailing and sales strategy.  By now we were pretty sure our list was already sick of hearing about the $100k Shoutout.

So we immediately implemented a strategy we had used in the past to place 2nd overall during the AutoPilotAgency software launch.  That strategy involved not even focusing on selling the Auto Pilot Agency course, but instead on featuring one of our own up coming products called PixelScout (similar in value to AutoPilotAgency) and got people excited about that instead.  We told them that they could have our software as a bonus if they picked up another similar priced product called AutoPilotAgency.

We positioned ourselves as a 2-for-1 sale.  Buy AutoPilotAgecny, get Pixelscout as well.  It worked extremely well for 2 reasons.

1. We took the attention OFF the sale.
   While every other JV was mailing their lists with the focus on AutoPilotAgency, we were instead mailing about our “upcoming new software” which took the focus off the fact that something was going to be sold.  People hate that.  The result was a bunch of people attended the sales webinar, and happily purchased APA to get the bonus.
2. The value was incredible.
   2 amazing (and similar) softwares for the price of one, was an easy sell.  People who attended our webinar were very excited about our upcoming software, and once they saw what APA did and that they could get both for 1 price, it was easy.

So with that same strategy in mind, we shifted away from $100k Focus and instead mailed our list about a massive upcoming update to one of our existing software products which also happened to be part of our bonus (Keyword Supremacy), and barely even mentioned the $100k Shoutout.

We also incentived people to attend the webinar with 2 Free Gifts related to the new software update (you can see those in the email).

To further reduce any cross over between this new message and our promotion of the $100k Shoutout , the link in the email led directly to the new webinar registration page.

And as you’ll see in the stats below, this strategy proved to work insanely well again.  Our opens and click throughs went up dramatically.

Launch Day 3 Of 7

OUR OBJECTIVE: The Bait & Switch Webinar To Sell $100k

BOOMSKI, this strategy paid off again!  We finally hit the $100k leaderboard too!

161 people showed up for the webinar to learn about our major software update, and collect the 2 free gifts.

The format of this webinar was now simple.

1. 40 Mins of me talking about all the major updates to Keyword Supremacy (as promised), and what we would be selling access to it for (value positioning).
2. 5 mins of how users could get access to Keyword Supremacy as a bonus for purchasing $100k Shoutout
3. 90 min $100k Shoutout presentation by Jay Cruiz.
4. 15 min restate our entire $10k Bonus Package

The result of the live webinar was 5 more sales, 2 upgrades and over $100/attendee in profits.  

Now that we had our angle down, and we knew it was selling, it was time to push out the replay and start adding the other elements we know work extremely well like live countdown & scarcity timers into the email and replay pages.

Launch Day 4 Of 7

OUR OBJECTIVE: Push What’s WORKING

So now we are 5th on the 100K Contest Leaderboard and we have an angle that’s working.

But there’s still 3 days left in the promotion and a lot of mailing to do, which we have to be very cautious of over mailing our lists as people do get sick of promotional emails and unsubscribe.

So today, we don’t mail until much later in the day and we try to angle the email to be more about giving value rather than selling.   Just a gentle reminder that we are giving away a free value PDF and free Keyword Supremacy account with 10 credits.

This is a very soft sell angle for the $100k with this strategy, but all the ingredients are there to lead people from value to the sale, but we need to save our hard selling for the close of the $100kShoutout as close scarcity is the strongest there is and we know that.

Launch Day 6 Of 7

OUR OBJECTIVE: Prove $100kShoutOut Actually Works For Others

Today I decided just to follow the format that Chris Munch & Jay Cruiz suggested and promote their PDF for 4 Case Studies.  I like this angle because once again it’s a soft sell where we are giving away value, but it’s still a powerful sales tool.  The PDF contains 4 Case Studies of real users generating a lot of profits using their methods.  So that’s what I focus on in the emails.

We also want to gently remind people that the $100k Shoutout & $10k Bonus offer is in it’s final few hours to help push them to make a buying decision so countdown timers are now added to the landing page and that has a massive impact on sales.

We pull in 11 more sales today & $6,680 in commissions.  Scarcity just works everytime…

This is the perfect angle for a Sunday.

Launch Day 7 Of 7

OUR OBJECTIVE: SELL HARD With Scarcity

Ah the final day!  But our job is far from done since we have now fallen from 5th to 7th place on the leader board and that kinda sucked to know.  However, we have 2 major advantages right now.

1. Our promotion angle is working!  We had our second best day of sales on a Sunday so really all we have to do is push now a little more aggressively.
2. Scarcity is now massive as there is less than 24 hours left to purchase $100k Shoutout and receive our big bonus.

So being that this is the last day, we decide that we’re going to  release one more piece of value content in the morning, and use the afternoon to basically push the closing scarcity of the promotion ending.

Since we know our users typically want to know that we also use the products we promote with success (which isn’t always possible, but in the case it was) I decided to put together a GoogleDoc Case Study to showcase the results we ourselves achieved with our own “test case” on the $100kShoutout / AmpiFire method.

We had run an AMPIFire campaign close to the beginning of our promo using a local rank & rent site.  We figured that it would come in useful at some point in the promotion and this was the perfect opportunity to use it as the day before, we sent out the Case Study proving the methods worked for others. and now we were proving it worked for us personally as well.

The nice thing about it being a Google Doc, was that anyone could view it and see others viewing it which gave it some social proof.  Also, I was able to add to it and update it even after we linked out to it.  I also included a link back to our landing page and even a countdown timer as part of the CTA found at the bottom of the sheet.  The whole strategy worked beautifully.

The evening emails were short & sweet with email countdown timers pushed right to the top of the email.

No trying to showcase features, benefits or bonuses.  We assumed that people already had enough knowledge of the promotion and bonuses at this point, so our only objective was to tell them IT’S ENDING SOON.

Once again…scarcity always works…every time.