– How I became the number one affiliatefor this book, Traffic Secrets, during its launch. Today in this video,I’m gonna be showing youthe exact strategy, theprocess, the breakdown,to how I did about $300,000 in salesand about $120,000 plusin affiliate commissionsand how I became thenumber one in that launch,in that contest, even thoughthere were a lot of peoplein there with perhaps a much bigger list,a much bigger following,better affinity with the group,but how I managed to doit all and strategize,utilizing these different techniques. And if you watch to the end of this video,you will really see whatreally differentiatesthe top affiliates from everybody else,especially when youhave the right strategy,when you understand the numbers,and when you have a processin order to make this happen. You ready?Let’s begin. – Peng Joon. – Peng Joon. – Peng Joon is here. – I want you to set your expectations highbecause I will massively exceed them. So a quick backstory to this. Today you’re gonna see behind the scenesto how I’m gonna be planningand orchestrating the entirething to support him again. Hopefully come in at number one. All of our sales, noneof that is being tracked. I was extremely upset. Oh my god. In order to win this contest,to come in at number one,I knew that first of all,some data and some numbers. About three years ago, RussellBrunson launched this book,Expert Secrets, and same thing here. When he launched thisbook, he had a contest,and I came in number oneas the affiliate for this contest as well. When I came in number one at that time,I sold 6,000 copies of this bookso I had a rough idea, a roughgauge because I had data,and I knew that if I wanted tocome in at number one again,there’s a good chance that I need to sellat least 6,000 books again. I’m gonna be showing youthese different steps,but I’m also gonna show youthat this entire thing happenedin three different phases. If you’re gonna make the most of this,I hope you’re taking notestogether with me today,’cause this is gonna be oneof the most profitable videosyou’ll probably watch when itcomes to affiliate marketing. Three different phases. There is the pre-launch,so before the launch actually happens,what happened behind thescenes, the strategy behind it,how I prepped for it. There is the launchitself, the launch period,which is a three week period,and then there is the post-launch. Now in order for thisentire thing to happen,phase number one, the pre-launch,I needed to, number one,begin with the end in mind. I needed to begin by thinkingabout how many books do I need to sellin order to come in at number one. So based on this previous launch,I knew that I had to sell6,000 copies on the front end. Now what does 6,000 copieson the front end mean?So to give an example, I’m gonnamake this tactical as well,this video here today. The affiliate commission,meaning in order to promote the book,and if people bought it,you would get a commission,on the front end, youwould only get a dollar,’cause there’s hardly any margins on this. After printing and shipping,Russell probably losesmoney on the front end. But give or take, the affiliatecommission is about 40%on the back end. If a person takes up on the upgrade,if they take up the upsell,you get paid a commissionover there as well. So I knew that an average cart value,meaning whenever an averageperson goes to this thing,on average, the payout forfree plus shipping funnel,which is a typicalsales process like this,is about 50 bucks. So I knew that if I sold 6,000 copies,just like what I did with Expert Secrets,6,000 people multiplied bya $50 average cart valueis approximately $300,000 in sales, okay?So notice what I’m doing right now. In the pre-launch stage, I’mbeginning with the end in mind,by understanding my numbers first. I know I’ve got to sell 6,000 books. That results in $300,000 in sales. That gets me approximately40% commissions. It would be about $120,000. So I knew that the worstcase scenario, the maximum,my break-even point if Iwere to use Facebook adsor paid ads, I can spend up to $120,000before I start losing money. And by the way if you arepromoting somebody else’s product,it’s not just about utilizing this. It’s about utilizing the strategiesthat I used in this launchimplemented in whateverbusiness you’re in. The next thing I did in the pre-launchis I had to build up a warm audience. So I knew that this launchwould happen on March the 17thwas the pre-launch, andif I were to just run adson March 17th, just likewhat everybody else is doing,I would have the same resultas what everyone is gonna get. Right?So before March 17, oneof the things that I didis I purposely created a video,and I put this out about three weeksbefore this launch happened. So in about the first week of March,I actually dropped this rap video, okay?You may or may not have seen it. Obviously if you’vebeen watching my stuff,you probably have, butthis was a rap videothat I released threeweeks before the launch. As you can see, it was about a month ago,and it got 1. 6 million views. Now this video that gota ton of engagements,tons of shares, where I gota lot of different peoplein this video, including Russell Brunson. I timed this video strategicallyso that it goes outjust before this launch. And the whole purpose of thatis to build up a warm audience. Now, what is a warm audience?A warm audience is peoplethat know who you are,that know you exist,and they’re not watchingyou for the very first time. I knew that if you runads to a warm audience,your cost to acquire customersis always less, 100%. So before this launchhappened on March the 17th,I put this video out onthe first week of March,and I ran it for video views. So in other words, I paid Facebook,ran it as a video view campaignto show it to targeted people. Who did I show this to?I showed this to peoplethat is into Facebook,Facebook page admins,people that’s in theclick funnels community,people that like Grant Cardone,people that like Digital Marketer,people that like Gary Vaynerchuk,so I’m targeting all these people,people whom I feel wouldbe interested in traffic,people that would beinterested in paid ads,and my rap video was based upon that. It was on an abusive relationshipof an advertising platform, right?So what is the purpose of doing that?The reason why you wantto do something like thatis so that you can re-target them,which is the key word here. So out of the 1. 6 millionpeople that watched,I’m now going back to Facebook,and I’m creating a custom audience. Now we’re going a bit technical here. If you don’t know what that is,watch my other videoson Facebook tutorials,right after this video, not right now. I created a custom audienceof people that have watchedthis video by at least 50%’cause I know that ifthey watched at least 50%,they probably got someentertainment value. They laughed a little bit. They now know I exist,and I’ve established some sort of valueand relationship with them. And I know that in the future,whenever you develop and give first,whenever you ask forsomething in the future,it’s always easier. So this is still laying in the groundwork. That’s phase one. What can you do consistentlyto build up warm audiences?Then the next thing that I didwas I started creating videoson my YouTube channelthat is all about traffic,and again, because this is on YouTube,you probably noticedthese videos that went outbefore the launch actually happened. And notice how it is actually titled. All this entire playlist that I launchedwith a whole giveaway back then,every single episode was about traffic. It was about how to gethigh-paying clients. It was about how to build your list. It was about content marketing. It was about paid traffic. It was about the Dream 100,about Instagram marketing,all these different things. I gave 10 strategies and in total,and they were all optimizedwith the keyword traffic secrets,traffic secrets, traffic secrets. And the reason for that is because I knowthat at the time of me releasing it,there would be no SEO value,but when Russell releases this book,there would be people on YouTubetyping in Traffic Secrets,and this in fact wouldbe an evergreen titlebecause as this book gets out,and if it becomes a numberone New York Times bestseller,there would be a lot of people in futurethat is gonna be searchingfor that keyword, traffic secrets. So now it’s also a longterm plan,but I am now competing for a keywordthat is not yet competitive,knowing very well that infuture, when this book launches,it is going to be searched for. So there’s still a pre-launch. I’m laying the groundwork. Then at the same time,pre-launch also means thinkingabout why should somebody buy through youand not some other affiliate. That’s an important question. This is especially applicableif you are competingin a space where there aretons of affiliates, so for me,what I did was I created apage that talks about this bookand how you would get allthese different bonuses,these five bonuses, if youwere to get it from me. And the way I always think about offersand the way I structure offersis to think about these three components. First one is DIY, do it yourself,which is always the one thathas got least perceived value. Number two is done with you. And number three is done for you. If you’re gonna startincreasing your perceived valuefor a product, programs, and services,always think about how canyou include ‘done with you’and ‘done for you’ itemsas part of your offer. You see, what most affiliatesdo is as part of their offers,they have this thing that I calldiarrhea bonuses, okay?You might have seen it before. They have this long list of bonuseslike some private label,low quality stuff,but the reason whythey’re diarrhea bonusesis because they’re all crap. There’s a lot of crap. You don’t want to be a marketerthat’s offering diarrhea bonuses, okay?Notice I only have five bonuses,but these five bonuses arestructured around somethingthat complements thepurchase of this book. This book is do it yourself. Ask yourself what makes a great offer. And how can I have ‘done withyou’ and ‘done for you’ elementsthat complements that main themerather than having 100 random things?What I did was, and thisis absolutely insane,I offered an event ticketfor people to come, learn,and train with me sothat I could help themput the strategies in place. Now what is a live event?A live event is more of a ‘done with you’type of thing, right?If they can’t come, they getthe live event recordings,which is ‘do it yourself’, but noticethat as part of the offer,I’m also giving out thechecklist on what to implement. I’m also giving out thedifferent systems and processesto automate and streamline traffic better,and I’m also giving out myfree plus shipping funnel,a sales funnel, an actual onethat has done over amillion dollars for methat can be utilized,and these are thekeywords you want to use. Plug and play, copy andpaste, fill in the blanks. The words that I justused are words that implythat you have done theheavy lifting for them. You don’t have to lift a finger. That’s what people want. People want the process. They want the tools. They want the checklist. They want your script. And if you can give them these things,hand it to them on a silver patter,that is when it implies it’s done for you. These are the five things. Now, if I were to go a littlebit deeper into my offer,there are also a few problems to this. I know that if 6,000people bought from me,and if I were to do thisevent, I need a rough gaugebecause not everyone will come,especially if they’vegot this ticket for free. We all know this. Whenever people get free stuff,people don’t really appreciate it. But a bigger problem for meis if I’ve got 6,000 people,and I’m doing one in theUS and one event in Asia,if I’ve got a grand ballroom of 3,000,3,000 people, which I don’t mind doingif people actually show up,but I know that in reality,that’s not gonna happen,and the problem is, I can’tgauge if it’s gonna be 10%,which is 300 people, or 80%,which is like, 2,600 people,2,400 people, right?So what do I need to do?In order to see who’s actuallycoming, here’s what I did,and if you’ve been to my events,my events are always about $2,000. I said we’re waiving offthe tuition fee of $2,000,and you only need to come to the eventby covering a small materials fee of $97,which is a no-brainer’cause I always do myevents in five star hotels,and $97 is a price pointthat will enable me to seeif they’re actually serious. If somebody pays $97 to come, chances are,they’re definitely gonna come, right?Unless there’s a last-minuteemergency that happens,and if they can’t make it, still good. They’ll still get thelive event recordingsto get all the bonuses justby buying the $10 book. So this is what’s called anirresistible offer, right?Just by getting this $10 book,they get all these bonusesand processes and videos aswell to complement it, okay?So this is still the groundwork,laying the groundwork. I’m beginning with the endin mind, preparing for war,which is what you want to be doing. Most people just go into something blind. Now because of that as well,because I put this up earlywith planning and scheduling,at the time of me doing this,if you were to type intraffic secrets bonus,my page here, okay, this is an ad. So this doesn’t count, but organically,my page Traffic SecretsBonus ranks number onefor the keywordif people are looking fortraffic secrets bonus, okay?So it’s optimized becauseI scheduled it that wayand because of that, remember,I talked about YouTubeas well and creating videos. My video is also featuredat the time of me doing this videoon the first page of Google,so both as a Google search resultand as a YouTube search result. In other words, beginningwith the end in mind,now that I understand the numbers,now that I’ve laid out the groundwork,then that allows me to prepare myselfto go into phase numbertwo, which is the launch. Now during phase number one,one of the things that Idid was I was getting peopleinto a waitlist first. So I had the page set up. I was getting all thesedifferent people in there. I started promoting itbecause I wanted to hit this thing hardthe moment the cart opens. Now during the pre-launch,so during this timeframe,we got about 15,000people into the waitlist,and then with all those things,this is like building a building, right?This is the groundwork. Then we move on to phase number two. Now phase number two is the launch. Now if you’re following mybehind-the-scenes series,you’ll know that it’s crazy,but the day we opened the cart,we actually sent out the incorrect link. Our first email thatwent out 2 1/2 hours ago,none of the sales from thatfirst email is attributed to us,and over 7,000 people have clicked on it,and over 250 people havebought from that link,and it’s 4:30 right now, so. Oh my god. And that link, theweird thing was, worked. People could still check out,but we weren’t gettingcredited for the sale. So we were really puzzled at first. It was like, “Oh, why issales moving so slowly?”We realized that thelink structure was wrong,and we actually had a huge disadvantagefor like the first two daysbefore they managed to fix itand credit us back the sale later on,but during the launch itself,that is when because we havelaid out the groundwork,what did we do?This was really now runningthe ads to my warm audiences. Remember the warm audiencesfrom the rap videoand on top of all of the other videosthat I still have been consistent?So we switched on the ads. Our YouTube videos are still running. Our Instagram swipe-ups. I’m still sending peopleinto the waitlist. So I’m now getting traffic fromall these different sourcesinto the launch page, okay?But here’s the thing. This is the thing thatmost people don’t see. Most affiliates are short term. They think, “Oh, this book on average,”I can get X amount of dollarsfor promoting this book. “Therefore they only look at the front end. Now I want you to noticewhat I’ve done so far. I understand what is my endgame. I know that my endgame isI’m gonna get 6,000 buyers,so 6,000 names in emailsthat is high quality’cause they actuallyutilized a credit card,and I know that from experience,I will have gotten maybeabout 30,000 emails of leadsthat may or may not be qualifiedin order to get 6,000 buyers. So I’m asking myself, “Whatam I gonna do with this list”during the post-launch?”What happens after?”You see, the reason why I can still pay$125,000 on adsand still break even from the sales,it will still be a huge win. Here’s why. ‘Cause I’m still buildinga list of 30,000 for free. That’s number one. I’m getting a list of 6,000people for free, number two. And what do I do with it?So what I’m gonna do withit or at least initial plan,was to do that live eventin two parts of the world,in the US and in Asia, andthe whole structuring of thisall happened before thevirus and the crisis, right?Before government was on lockdown,before countries were shut down. So I realized that there’s aproblem now because chances arewhen I do the event, whenthis thing blows over,when it’s safe to do so,there will still be that fear,and definitely attendancerate will be affected. So I needed to pivot. I knew that the best way Ican serve people and add valueis when people come to my live eventsbecause that’s when it’s experiential,and I know that from my past experienceswhen people come to my live events,whenever I make an offer at the end,a good percentage of peoplewill take me up on that offerbecause they’ve alreadygotten great value,and I’ve established goodwill. I’ve given them great stuff,and whenever you give people value,they’ll be more inclinedto take up an offer, right?So because of that,I know that I needed todo something different. So on top of the events,one of the things that I didwas I got Russell Brunsonto do a webinar with me,and in fact, that’s actuallyhappening in about, man,it’s happening 14 hours from nowSo 14 hours from now, I’mgonna be doing a live webinarwith Russell, and we’regonna be making an offer,and the way we’re doing itis we wanted to over-deliver,and we’re giving everyone thatbought through me in my listto come attend this webinar, okay?So it’s not about the front end sales. Imagine this, okay?So this webinar, we arecounting 10,000 registrants,and as of right now,we have 8,930people registered. This is gonna be a crazy webinar. I want to hit over 10,000,so we still have about halfa day to make it happen. I’m pretty sure we’ll exceed that amount,but I know that out of the10,000 people that register,approximately 30% of people will show up. Now, this is like pre-crisis. Post-crisis, I actually feelthat turn-up rates are actually higher nowbecause everyone’s stuckat home in quarantine,and they’re bored. So who knows?I know that if 30% show up,that would be 3,000 people in a webinar,and depending on what the offer is, again,I know that based on past experience,if I have a $2,000 offeron a semi-warm audience,it’s possible to get a 10%close rate on a $2,000 offer. So 10% of 3,000 people would be 300 buyersmultiplied by $2,000 price point. That would be $600,000. I want you to notice now. Obviously, the result’s not typical. You know, there’s just somany different factors. It depends on your experience,if you’re good at closing,all of that, right?But what I’m trying to show you hereis that the numbers isalways in the back endwhile most people focus on the front end,which is the $20 sale. So it’s not about getting $100,000to get about $120,000 in sales. It is the fact that I’m building a list,a list of leads, a listof buyers, and longterm,if you treat your list well,if you treat your buyers well,they will follow you for life,and the lifetime value ofthat is gonna be way morethan just the front end, okay?Another thing youhopefully are taking awayright now is this. In affiliate marketing, ifyou’re not building a list,you’re not building your own business. Whenever I promotesomebody else’s product,which I don’t do often, by the way,I want to support them becauseI believe in that product. Yes, but at the sametime, I always make surethat I’m building my list. You need to be building your list. I see the mistake that manyaffiliate marketers do,just promoting somebody else’s productwithout creating thisbridge, this bridge page,where they capture their details first,’cause this launch is three weeks long,and I knew that a lot ofpeople have built this list. They would spend it,and most of their saleswould be on the first day,and that’s why I was theunderdog for a really long timefor this launch, butthe way I looked at itwas as a marathon, and on thelast five days, the last week,that was when we really endedthe marathon with a sprint. That is when we scaled ourads, pushed everything up,and when it comes to phase number two,so this is where I talkabout the sequencingof launching anything. This could be your own offer. This could be somebody else’s offer. But in the series of emailsand in the communication,there’s always threedifferent phases as well. In your communication,people make decisionsbased on these three things. Number one is based upon emotion,which is the most powerful thing ever. Why did you buy thatfancy watch, that car?Chances are it’s not becauseof the functionality. Most things that you owntoday is emotional-driven,which is basically whatyou need to communicateto your audience ifyou’re gonna sell better. So in my emails, when Iwas promoting this book,first phase is always emotion-based. What is the emotionaround traffic right now?So I’m thinking rightnow, people are fearful. People are stuck at home. The lockdown just happened,and more than ever,it’s so crucial to understandhow to drive traffic,how to pivot online,how to understand thesedifferent platforms,Facebook, YouTube, Instagram, right?What is that core message based upon?It’s based upon emotion. There’s a ton of fear right now. There’s a ton of panic, and ifyou want to stay in the gameand grow from this time of crisis,you’ve got to understand howto get traffic online, right?So notice that first angle. That’s emotion. Then at the same time, phase number two,the second angle that you want to utilizein your messaging is logic. Now this is the left brain people. Now most of the time,people would say this. They say, “Oh, I don’t makedecisions based on emotion. “I’m a very logical person. “That’s also not true. Most people make theirdecisions based on emotionand back it up with logic. You need to understand in your messaging. How can you have logical things in there?So this is basicallythe numbers, the steps. So logically, here’swhat’s gonna happen, right?So logically if you think about businessesand Facebook right now, what is happening?So why you want to double downon traffic in Facebook right now. It is because as retailers get shut down,when F&B gets shut down,when most brick and mortar businessescan’t continue their daily operations,the first thing they cutis Facebook ads spent. Number two, as people are stuck at home,and their eyes are on theirscreens, what are they doing?They are just watching andhaving their eyes gluedon social media. So if you think about thesetwo forces, market forces,number one, what has happenedto the demand for ads?The demand for ads has actually decreasedbecause business ownersare stopping their adsbecause they can’t fulfill their ordersbecause they can’t open shop. At the same time, what’shappening to supply?Supply, which is the amount of peoplethat is watching stuff onFacebook has actually increased. So logically, notice my choice of words. So logically, what doyou think is gonna happento the price of ads?Logically, what willhappen to the price of adswhen demand falls andwhen supply increases?Economics 101, prices will decrease,which is exactly what’shappening right now. So all the more, logically speaking,you should be doubling down on Facebookand understanding how toget more traffic, right?So that’s from a logical standpoint. Now the question again, Iwant you to ask yourself,is in your marketing, in your messaging,are you utilizing these different thingsin your sequencing of your emails,in your Facebook ads, in yourmessaging, in your webinars?The third angle is to always close it outwith some sort of urgency. If not now, then when?Why would it be painful ifthey don’t take action now?So for me, I did different prize draws,but that’s all gonna go awayafter this launch period, okay?So I’m taking it away, so that’s urgency,so that’s why you need to act now. So the best way to close off anythingis by making it painful ifthey don’t take action now. I’m not talking aboutfake urgency or scarcity. I’m talking about, like,a real compelling reasonwhy it’s going to be painfulif they don’t take action now. How can you close it offwith urgency and scarcity?It could be, well, I’mdoing this live webinar. It’s happening next Thursday,but if you miss out, then it’s gone. It could be I’m doing this event. There’s a physical capacity to this event. I’ve already booked this place. We can only fit 70 people,and when it’s gone, it’s gone, right?So what is that urgencyand scarcity for you?So that was how we strategizedthe entire phase twoto bring us to phase three. Phase three is post-launch, and right now,it’s post-launch, like I mentioned. So for example, in front of me right now,this is the traffic workshop. So we are beginning in 14 hours, okay?Close to 10,000 people registered,and the whole thing hereis you just got slapped,Google slapped, Facebookslapped, corona slapped,and you’re about to lose everything. What are three secretsyou have to do right nowwithin the next 72 hours ifyou’re gonna save your businessand grow exponentially, okay?So this is again, post-launch. What do you do after?The money’s not on the front end. The money’s always in the back end, okay?So you want to be ableto serve the buyers more,and that’s when we’re getting peopleto come to this workshop. Now depending on whenI release this video,this workshop will probably be over. If we do this site to make itevergreen or have the replay,the link will be belowthis description box. You might want to checkthat out to show youand to deconstruct what we didso that you can see for yourselfand funnel hack and utilizeand model that for yourself, okay?So all in all, that’sbasically what I did. That’s what I did to becomethe number one affiliatefor Expert Secrets aswell as Traffic Secrets,these two launches, with planning,with understanding numbers,with having the confidenceto go in really aggressivebecause I knew what I wasgonna do in my back endto generate $300,000 in saleswith about $130,000 in commissionsand make all of that happen. I hope you enjoyed behind-the-scenes. As always, let me knowin the comments belowwhat your biggest takeaway is,and if you enjoyed this video,please go ahead and like and subscribe. It does help the channel out a little bit,and it tells YouTubethat I’m actually puttingsome sort of value up there. Appreciate you guys, and Iwill see you in the next video.