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How I Do Launches:
(Painful) Lessons Learned Bringing
   My Own Products to Market
            Mike Roberts
        President, SpyFu, Inc.
              @mrspy
What I’m Gonna Cover

• Embarrassing Mistakes I’ve Made.

• Cool Stuff I’ve Learned Lately

• Detailed Launch Plan for RECON Files
Spring, 2002 : Skills Assessment
• 6 months into dev of first
  product
• Average developer
• Above average at interviewing
  (for a geek)
• ZERO marketing experience
Why Does This Matter?

• Reasonably smart at times.
• Totally stupid at times.
• (Still am.)
• 2002: Pre-a-lot-of-things.
Spring 2002: My Finances
• No savings.
This Can’t Possibly Matter.


• Spending $100 means
  it *better* f’ing work.

  – Or else I gotta get a job.
On Track: My Very First Launch

•   14 months of work (nights and weekends)
•   Put up a website.
•   Posted the product to Download.com.
•   …
•   Waited for the sales to roll in.
Lesson 1: Kevin Costner is a Lying Douchebag
How’d That Work Out?



• 5 sales of $849 in 6 months.
• Had to get a job – actually a
  couple – ugh.
Lesson 2: Never Do Your Own Creatives
Local Designer: ~$1000
Excuse: I can’t afford a designer
Excuse: I don’t suck like you, Mike.
• Shut up.
• Design is one of the cheapest skills you
  have to replace.
  – you have a product to launch.
• Spend your time on:
  – User experience (UX) design, development,
    conversion tactics, strategic marketing…
Resources:

• Vworker.com (aka Rentacoder) – cheap.
• Guru.com – good.

• Elance, oDesk – heard good things.
Lesson 3: Don’t Name Your Product Something
    That Sounds Like a Venereal Disease

      Providus
Lesson 3 Restated: Choose a Name That…


• Is as descriptive as possible.
  – Gets a lot of searches

• Providus vs. Web Scraper Plus
You Don’t Necessarily Need the
       Domain Name.
“Cool” Names are Overrated

• Unless you can afford to build a brand
  – Then, cool = more memorable


• Suggestion: CoolCompanyName.com +
  Descriptive Product Name
Descriptive Name = Good SEO

• Also, good communication

• Elevator Pitch  Bullet Point  Product
  Name
I try to follow this advice:
How’d All That Work Out?

• 3 Employees.
• Solutions business = Product + Consulting

• No need for me to work “in” the business.
GoogSpy  SpyFu

• Learning Adwords

• GoogSpy.com
Lesson 4: It Really Helps a Launch
   if You Tell Someone About It

• This is embarrassing…

• It’s not complicated.
Lesson 4 Restated: People Want to Hear
         About Your New Thing

• Bloggers need something to write about.

• Everybody wants to be first.

• People actually care.
Big Follows Small



• Tweet    Blog  Trade Pub    WSJ
15 Months Later…
Late 2006: My Biggest Launch Ever (until now):

• 3-month Free Beta Period
• Tell a few bloggers a couple days in advance
• Issue a press release the day of the launch
  (PRNewswire)
• Send out an email on the day of the launch
• Onsite promotion (subscribe now button)
• Went to happy hour…
My Hype Cycle: Equivalent of Cult
      Movie DVD Sales
*Real* Launches Last Weeks,
      Months, or Years
Why did we succeed?

• Partially free.
• Latent need.
• Innovative.
Lesson 5: Make Something that is Free



• Nobody writes / speaks
  about paid stuff.
Why did we succeed?

• Partially free.
• Latent need.
• Innovative.
Non-Lesson: My One Saving
      Grace as a Human…



• Finding the Latent Need
Easier Ways to Make Money


• Extreeemely Risky

• Very Hard to Predict
My Advice:

if (competitors = 0) then
     RUN AWAY!!!
My Actions:




…Like Kevin Garnett, Anything
        is Possible…
Record:
If You Get Off on This Sort of Thing…

• Trust your instinct
• Choose projects that:
  – You can test quickly
  – Scale well
Why did we succeed?

• Partially free.
• Latent need.
• Innovative.
Innovative

• Hire and Grow Brilliant People.

• Tolerate Failure.
Latent + Innovative + Free =
         Blogger Love


• Blogger Love = Pretty Good
  SEO = Strong Brand
Blogger Love = SpyFu Success
Today…
Student of the Launch
Good vs. Bad Launches
Good                     Bad
• Apple                  • Google
• Movies (Blair Witch)   • Banks
• Star Craft 2           • Microsoft
• Clickbank IM
  Launches
• Politicians (AZIMA
  9/14)
Internet Launch in Action
Back to the Hype Cycle
Tease
Core Audience          Tools
• Existing Customers   •   Teasers
• Twitter, LinkedIn,   •   Sneak Peaks
  Facebook Followers   •   “Leaks”
• Tradeshow Visitors   •   Secret Demos
Pre-Launch
Visitors                 Tools
                         • Launch Story
• Everybody in our
  email list             • Free Stuff
                         • Demo Videos
• All website visitors
                         • Marketing Copy
• Personal Twitter
                         • Feature Emails and
  Accounts
                           Autoresponders
                         • Webinars
Pre-Launch: Telling the Story
Identify (I’m a lot like you)

• Persona.
• Identity implied – be
  real.

• JIF
• Old Spice
Common Frustrations

• Clients can’t understand value proposition
  of SEO.
• Very high “baseline” and research cost
  when onboarding a client.
• Month-end reports are tedious and time
  consuming.
Pre-Launch: Telling the Story
What If?

• Make it as easy for clients to understand
  SEO as it is PPC?
• Eliminate baselining?
• Automatically create month-end reports
  that make clients want to buy more
  services?
Pre-Launch: Telling the Story
How I Found the Solution

• Top 50 organic positions, 20M keywords, 3
  years.
• No more page load times.
• Answer real questions.
• Sizzle sells.
And now it’s ready to share…
Well, not really.


To be continued…
Our Launch Plan: Tease
Our Launch Plan: Pre-Launch
On to the Launch…
We’d Love Your Feedback...
      mike@spyfu.com
       @mrspy, @spyfu
   youtube.com/spyfuteam
      spyfu.com/recon
Thank You
 mike@spyfu.com
      @mrspy
spyfu.com/facebook
Launch
Targeted Universe        Tools
• Other Peoples’ Email   •   Banner Ads
  Lists
                         •   Text Ads
• Industry Website
                         •   Emails
  Visitors
                         •   Interviews
• Demographically
  Targeted Web Users
Retention
Customers             Tools
• People who bought   • Instructional Content
• People in the         (Videos and Articles)
  conversion funnel   • Auto-Responders
                      • Webinars
                      • Support

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Launches, SEO, Adwords, Twitter, Blog, Search Engine, Keyword Research

  • 1. How I Do Launches: (Painful) Lessons Learned Bringing My Own Products to Market Mike Roberts President, SpyFu, Inc. @mrspy
  • 2. What I’m Gonna Cover • Embarrassing Mistakes I’ve Made. • Cool Stuff I’ve Learned Lately • Detailed Launch Plan for RECON Files
  • 3. Spring, 2002 : Skills Assessment • 6 months into dev of first product • Average developer • Above average at interviewing (for a geek) • ZERO marketing experience
  • 4. Why Does This Matter? • Reasonably smart at times. • Totally stupid at times. • (Still am.) • 2002: Pre-a-lot-of-things.
  • 5. Spring 2002: My Finances • No savings.
  • 6. This Can’t Possibly Matter. • Spending $100 means it *better* f’ing work. – Or else I gotta get a job.
  • 7. On Track: My Very First Launch • 14 months of work (nights and weekends) • Put up a website. • Posted the product to Download.com. • … • Waited for the sales to roll in.
  • 8. Lesson 1: Kevin Costner is a Lying Douchebag
  • 9. How’d That Work Out? • 5 sales of $849 in 6 months. • Had to get a job – actually a couple – ugh.
  • 10. Lesson 2: Never Do Your Own Creatives
  • 12. Excuse: I can’t afford a designer
  • 13. Excuse: I don’t suck like you, Mike. • Shut up. • Design is one of the cheapest skills you have to replace. – you have a product to launch. • Spend your time on: – User experience (UX) design, development, conversion tactics, strategic marketing…
  • 14. Resources: • Vworker.com (aka Rentacoder) – cheap. • Guru.com – good. • Elance, oDesk – heard good things.
  • 15. Lesson 3: Don’t Name Your Product Something That Sounds Like a Venereal Disease Providus
  • 16. Lesson 3 Restated: Choose a Name That… • Is as descriptive as possible. – Gets a lot of searches • Providus vs. Web Scraper Plus
  • 17. You Don’t Necessarily Need the Domain Name.
  • 18. “Cool” Names are Overrated • Unless you can afford to build a brand – Then, cool = more memorable • Suggestion: CoolCompanyName.com + Descriptive Product Name
  • 19. Descriptive Name = Good SEO • Also, good communication • Elevator Pitch  Bullet Point  Product Name
  • 20. I try to follow this advice:
  • 21. How’d All That Work Out? • 3 Employees. • Solutions business = Product + Consulting • No need for me to work “in” the business.
  • 22. GoogSpy  SpyFu • Learning Adwords • GoogSpy.com
  • 23. Lesson 4: It Really Helps a Launch if You Tell Someone About It • This is embarrassing… • It’s not complicated.
  • 24. Lesson 4 Restated: People Want to Hear About Your New Thing • Bloggers need something to write about. • Everybody wants to be first. • People actually care.
  • 25. Big Follows Small • Tweet  Blog  Trade Pub  WSJ
  • 27. Late 2006: My Biggest Launch Ever (until now): • 3-month Free Beta Period • Tell a few bloggers a couple days in advance • Issue a press release the day of the launch (PRNewswire) • Send out an email on the day of the launch • Onsite promotion (subscribe now button) • Went to happy hour…
  • 28. My Hype Cycle: Equivalent of Cult Movie DVD Sales
  • 29. *Real* Launches Last Weeks, Months, or Years
  • 30. Why did we succeed? • Partially free. • Latent need. • Innovative.
  • 31. Lesson 5: Make Something that is Free • Nobody writes / speaks about paid stuff.
  • 32. Why did we succeed? • Partially free. • Latent need. • Innovative.
  • 33. Non-Lesson: My One Saving Grace as a Human… • Finding the Latent Need
  • 34. Easier Ways to Make Money • Extreeemely Risky • Very Hard to Predict
  • 35. My Advice: if (competitors = 0) then RUN AWAY!!!
  • 36. My Actions: …Like Kevin Garnett, Anything is Possible…
  • 38. If You Get Off on This Sort of Thing… • Trust your instinct • Choose projects that: – You can test quickly – Scale well
  • 39. Why did we succeed? • Partially free. • Latent need. • Innovative.
  • 40. Innovative • Hire and Grow Brilliant People. • Tolerate Failure.
  • 41. Latent + Innovative + Free = Blogger Love • Blogger Love = Pretty Good SEO = Strong Brand
  • 42. Blogger Love = SpyFu Success
  • 44. Student of the Launch
  • 45. Good vs. Bad Launches Good Bad • Apple • Google • Movies (Blair Witch) • Banks • Star Craft 2 • Microsoft • Clickbank IM Launches • Politicians (AZIMA 9/14)
  • 47. Back to the Hype Cycle
  • 48. Tease Core Audience Tools • Existing Customers • Teasers • Twitter, LinkedIn, • Sneak Peaks Facebook Followers • “Leaks” • Tradeshow Visitors • Secret Demos
  • 49. Pre-Launch Visitors Tools • Launch Story • Everybody in our email list • Free Stuff • Demo Videos • All website visitors • Marketing Copy • Personal Twitter • Feature Emails and Accounts Autoresponders • Webinars
  • 51. Identify (I’m a lot like you) • Persona. • Identity implied – be real. • JIF • Old Spice
  • 52. Common Frustrations • Clients can’t understand value proposition of SEO. • Very high “baseline” and research cost when onboarding a client. • Month-end reports are tedious and time consuming.
  • 54. What If? • Make it as easy for clients to understand SEO as it is PPC? • Eliminate baselining? • Automatically create month-end reports that make clients want to buy more services?
  • 56. How I Found the Solution • Top 50 organic positions, 20M keywords, 3 years. • No more page load times. • Answer real questions. • Sizzle sells.
  • 57. And now it’s ready to share…
  • 58. Well, not really. To be continued…
  • 60. Our Launch Plan: Pre-Launch
  • 61. On to the Launch…
  • 62. We’d Love Your Feedback... mike@spyfu.com @mrspy, @spyfu youtube.com/spyfuteam spyfu.com/recon
  • 63. Thank You mike@spyfu.com @mrspy spyfu.com/facebook
  • 64. Launch Targeted Universe Tools • Other Peoples’ Email • Banner Ads Lists • Text Ads • Industry Website • Emails Visitors • Interviews • Demographically Targeted Web Users
  • 65. Retention Customers Tools • People who bought • Instructional Content • People in the (Videos and Articles) conversion funnel • Auto-Responders • Webinars • Support