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Product Launch Madness And Bonuses That Make Sense

Back in early 2006, Jeff Walker launched a course called Product Launch Formula. Product Launch Formula taught a very detailed, step-by-step approach to launching any product via the internet.

Jeff even provided case studies that showed how to use his Product Launch Formula to treat a major affiliate promotion campaign like a product launch.

Product Launch Formula taught a proven method of launching a product, and in the process, convinced several THOUSAND aspiring entrepreneurs that the time was finally right for them to launch their product.

The only problem was that many of them decided to release products all at the same time. Another problem was that many of the product launches were in the “Internet marketing niche” where many people launching products were seeking joint venture with the SAME pool of super affiliates.

This triggered an interesting phenomena where super affiliates were shown a plethora of absolutely incredible products… many of which the same “100 super affiliate” all chose to promote at the same time.

This triggered wave after wave of many of the super affiliates promoting the same product packages during well orchestrated launches. As soon as one of these well-orchestrated launches was over with, the next one kicked off.

The thing is, there really were a lot of great product being released. There were more great products being offered to the same core group of customers than they could possibly purchase AND digest… because it was coming at them so fast.

As the competition really heated up, and the market began to tune all of the emails, something interesting happened.

Since many of these products really did solve a painful problem in the marketplace, and since many people were on multiple lists, and got pitched on the same product by dozens of marketers… all on the same day, the distinguishing factors soon became the bonuses that the affiliates were offering.

When any product launch has so many super affiliates promoting the same product launch to the same customers, the product becomes such a “commodity” that the bonuses become what determines which marketer get the sale.

Soon, we had the “product launch bonus wars.” Each launch soon became a contest to see who could get the most creative, and who could offer the most enticing bonus.. the bonus with the highest perceived value.

It was at this point that many super affiliates began to do their customers a big DISSERVICE. They began offering product launch bonuses that made no sense. They began offering product launch bonuses that distracted the customers too much, and kept the customer from even having time to use the primary product.

Some offered such huge bundles of “fluff” that their customers would read a mile long page describing their bonuses, be convinced that something in that long list was something that they needed, and grab the package just for that bonus. Often, those customers soon discovered that they’d never use the bonuses, and then they were STUCK with a bunch of useless clutter!