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Behind the Scenes of our Latest Six Figure Product Launch

Posted By Darren Rowse 8th of September 2015 General 0 Comments


In today’s episode of the ProBlogger Podcast, I discuss the behind-the-scenes view of our latest product launch, which made $US120,000.

On my main blog, Digital Photography School, we have more than 30 products, and the Lightroom Presets Pack was our most recent. Today I go through the complete life cycle of the product, from how we came up with the idea, how we marketed it, how we launched it, and how it went.

I also describe how I learned about great marketing and launch strategies, and also what kind of things my audience would respond to by first promoting someone else’s product as an affiliate. Not only do you get to see for yourself the strategies other people are using to sell a similar product, but you can also gauge the reaction of your own readers to things like price points, email frequency, and interest in the product.


Today I discuss:

  • how long our Lightroom Presets Pack took to produce (and how we go about deciding what to produce in general),
  • our marketing system, how it works (and how this particular system was slightly different),
  • how we launch,
  • how we priced the product,
  • the discount we gave and why,
  • the competition we incorporated into the launch,
  • what kind of email campaign we usually run, and how we deal with it if the campaign isn’t working well, or if it is successful and needs extra time,
  • how often we send emails,
  • what was in the emails

I also talk about how we promoted this sale outside our email list – on the blog, on social media, etc , and how well that worked.


Of course it’s not always enough to retire on the launch success alone, so I also include our plans to continue sales after this initial run, how we incentivise affiliates to sell, what happens when affiliate sales aren’t as strong as we hoped, and what percentage they each make per sale.


I would love to hear your feedback on this process – what do you differently? what do you similarly? what kind of products do you have in development at the moment? feel free to leave a comment here, on the show notes, or on Twitter – I’m @problogger.

Further Reading:

About Darren Rowse
Darren Rowse is the founder and editor of ProBlogger Blog Tips and Digital Photography School. Learn more about him here and connect with him on Twitter, Facebook and LinkedIn.
  1. Hi Darren, just listened to the podcast. 101 presets to change the images as and when needed is popular because it reduces a great deal of effort.

    People who love photography can edit their pics as it suits them and when it suits them. DO you plan on launching a product on Problogger based on the lessons you learnt.

  2. Darren, you said that your affiliates didn’t promote the product as much as you were hoping based on how well they promoted your previous products like ebooks and courses.

    And apart from the reason that may be you didn’t educate enough about the product, could it be the amount of compensation? Was there any difference between how much the affiliates get paid for sale of this product and your previous products?

  3. Hi Darren,

    Interesting point about the affiliate thing.

    I started an affiliate venture where folks can set up an Amazon widget with my eBooks; I have not pushed it at all. So far things seem to be going well but I have not attached to it. It does what it does. As for pricing I am huge on low barriers to entry. If someone wants to sell something mainly to make a profit I do not want them aligned with my brand anyway. If they want to partner with me to put my products into the hands of a bunch of folks – I price my products low – and if they want to lower their bounce rate and make volume sales and draw in more readers, they could be a match.

    Keep up the inspired work!


  4. Hello Darren,
    Congratulations on this product. I know it must have costed you a lot both time and money to get it up and running.

    I’ve not listened to the podcast, still downloading it and will come back here if i have any question after listening to it.

    Thanks for sharing.

  5. Pooh! Seems interesting, especially those big numbers….. :O

  6. Darren,
    You want to say that your idea can make a product more popular. what kind of product do you market. any preferences?
    Thanks Darren.

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