If you spend anytime on the Clickbank marketplace in the Health & Fitness niche odds are you’ve come across “Turbulence Training” – Craig’s best selling fat loss & fitness program. Over the years Craig has build a HUGE brand around the Turbulence Training name and sports an average total sale around $150 according to the fine folks at Clickbank.
In addition to producing great programs for metabolic conditioning and other forms of training under the TT brand, Craig is also a top notch internet marketer.
Let’s face it – you don’t get to doing 7 figures in sales of eBooks and DVDs online without being a good marketer.
Craig’s epiphany came a few years ago when he got serious about branding TT with a series of products, each focusing on a tiny niche and target audience, and then tied them all together with a great continuity program.
POWER STRATEGY: Create a high-value $19.95 offer that comes with a $19.95 upsell. If possible, include a recurring-billing product.
The $19.95 offer “goes against the grain” of high priced products, and your readers will be eager to get on board because they are likely sick of shelling out $77 for ebooks (or more for software, etc.).
If you have good sales copy plus high converting copy, this will be a simple sell to affiliates who will be happy to offer this low price point product to their list – because a smart affiliate will know that their readers will jump all over it.
As a result, this gets your “sales snowball” started, boosting your confidence and building your customer list.
-source: 100K in 12 Months
Sound familiar? Whether you call this ‘market funneling’ or ‘back end continuity marketing’ or just damn smart doesn’t matter – it’s a killer strategy.
If you’re curious about just how prolific the brand is – since 2006 Craig has been pumping out a new (quality) Turbulence Training working every month.
That’s right – 12 new products in 2006, 2007, 2008, 2009, 2010, and 2011.
Each sells by themselves and as part of various bundles like “Turbulence Training For Meatheads” and “Turbulence Training Female Fatloss Program” . And they all funnel customers into one of Craig’s continuity programs.
OK, so Criag’s a smart dude. That much is a given.
On his IM blog Internet Independence Craig wrote a post about the day he stopped caring.
Back in 2007, at the request of a reader in my fitness business, I created a video called “Bodyweight Butt Exercises”.
The day after, when my video editor had posted it, I thought to myself, “Why did I do this? It’s so dorky.”
And then I had an epiphany…
It didn’t matter.
It didn’t matter that it was up there, it didn’t matter what other people thought about it…it just didn’t matter.
So I have a (bunch of) silly, embarrassing videos on youtube, many of which has been watched over 250,000 times, and are full of teenagers making fun of me.
It’s not something to care about.
I helped someone out, and if people don’t like it, or if it looks goofy, so what. It just doesn’t matter.
That was the day I stopped caring.
Once I was able to let go of concerns about what others thought I was able to write with greater honesty and feeling.
Smart words. You really should read the entire post -
The Day I Stopped Caring (Why I Should Be A Failure)…
And then stop giving a shit about all the downers out there and just get stuff done.
{ 2 comments… read them below or add one }
Very interesting, and almost spooky that you bring up this topic. My wife and I were just now thinking about doing this model with our SITEFling brand.
Smaller more focused products for $10 created often w/ $39.95 upsell and then a $97/month backend
I think that model makes tons of sense. If nothing else it is worth seriously testing.
The other interesting thing to me is the overall trend we’re seeing toward branding online – whether it is personal branding or a product line name. I think people can still do fine with classic anonymous affiliate and niche marketing, but even there you have a lot more engagement going on with the visitor/customer.