1. 1 © 2007 I5gold.com® MikeFilsaime.com, Inc. Mike Filsaime and Tom Beal Copyright Notice All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical. Any unauthorized use, sharing, reproduction, or distribution is strictly prohibited. Legal Notice While attempts have been made to verify information provided in this publication, neither the author nor the publisher assumes any responsibilities for errors, omissions, or contradictory information contained in this document. This document is not intended as legal, investment, or accounting advice. The purchaser or reader of this document assumes all responsibility for the use of these materials and information. Mike Filsaime, Paulie Sabol, Donna Fox, and Tom Beal, By Special Arrangements, Inc and MikeFilsaime.com, Inc. assumes no responsibility or liability whatsoever on behalf of any purchaser or reader of these materials.

2. 2 The 7 Figure Launch Process by i5Gold.com A Case Study Of The 7 Figure Code

3. Case Study: The7FigureCode.com DVD Home Study DVD Home Study 11 Day Pre Launch 11 Day Pre Launch 7 Day Product Launch 7 Day Product Launch 2534 Units Sold x $497 2534 Units Sold x $497 Over $1.5 Million In Sales (with up sell) Over $1.5 Million In Sales (with up sell)

4. Case Study: The7FigureCode.com 693 Sales – Day 1 693 Sales – Day 1 770 Sales – Day 7 770 Sales – Day 7

5. Case Study: The7FigureCode.com

6. Announcement Phase - Salting Mark Your Territory and Lay Claim to Your Launch Date Early Mark Your Territory and Lay Claim to Your Launch Date Early Mention Product and Tease in every email. Mention Product and Tease in every email. Mention Non-Specifics on Product, yet expose market problems and push market Hot Buttons. Mention Non-Specifics on Product, yet expose market problems and push market Hot Buttons. Build Extreme Value to Set Price Expectation High Build Extreme Value to Set Price Expectation High Do NOT mention or leak price. Do NOT mention or leak price. Start to Develop The Story Start to Develop The Story

7. Announcement Phase - Salting Put Up Coming Soon Page Put Up Coming Soon Page Place Timer On Coming Soon Page Place Timer On Coming Soon Page Place Opt-in On Coming Soon Page Place Opt-in On Coming Soon Page Place Trailer Content On Coming Soon Page Place Trailer Content On Coming Soon Page

8. Get Product In Hands Of JV Partners Several Weeks Early Allows them to review and endorse from the heart. Allows them to review and endorse from the heart. Allows them to get results. Allows them to get results. Allows them to create UNIQUE content to support the product. Allows them to create UNIQUE content to support the product. Gets them INVLOVED on the story of the launch Gets them INVLOVED on the story of the launch Uses Reciprocity Uses Reciprocity

9. Make Sure (early on) To Collect Maven / Authority / Expert RESULTS based Endorsement Maven / Authority / Expert RESULTS based Endorsement Testimonials and Case Studies Testimonials and Case Studies

10. Marketing Strategy Pre Launch Time Length (# weeks) Pre Launch Time Length (# weeks) Pre Launch Campaigns (1, 2, 3 etc.) Pre Launch Campaigns (1, 2, 3 etc.) Launch Time Length (# Days) Launch Time Length (# Days) Launch Campaigns (1, 2, 3 etc.) Launch Campaigns (1, 2, 3 etc.) Pricing, Up Sell, Back Ends Pricing, Up Sell, Back Ends

11. Marketing Strategy Launch URGENCY Launch URGENCY Fast Movers Bonuses – First xx minutes, hours, days. Fast Movers Bonuses – First xx minutes, hours, days. Price Going Up Price Going Up Payment Plan Going Away Payment Plan Going Away Launch Scarcity Launch Scarcity Only First xx Buyers Get Fast Action Bonus Only First xx Buyers Get Fast Action Bonus Price Goes Up after xx Units Sold Price Goes Up after xx Units Sold Bonus Goes Away After xx sold Bonus Goes Away After xx sold After xx units Sold, door closes for ever. After xx units Sold, door closes for ever.

12. JV Partner Strategy Set a FUN contest based on PRIZES (Never Cash) Set a FUN contest based on PRIZES (Never Cash) Try to Buy Prizes up Front. Try to Buy Prizes up Front. Have Killer Prizes and Show Them off in Video… QVC Style Have Killer Prizes and Show Them off in Video… QVC Style

13. Final To Dos Set Up Blog For Market (not forum) Set Up Blog For Market (not forum) Buzz Campaign – Video Buzz Campaign – Video Set Up Affiliate Page and Letter Set Up Affiliate Page and Letter Set Up JV Blog Set Up JV Blog Do JV Intro Video (Product, Dates, Prizes, Bonuses, Compensation) Do JV Intro Video (Product, Dates, Prizes, Bonuses, Compensation) Start to Contact JV Partners Start to Contact JV Partners

14. (Live JV Video Demo) See http://the7figurecode.com/thejvblog See http://the7figurecode.com/thejvblog

15. Start Pre Launch Keep Parallel Communication going with Customers and JV Partners Keep Parallel Communication going with Customers and JV Partners

16. Pre Launch Live Wow The Market With Incredible FREE CONTENT Wow The Market With Incredible FREE CONTENT Expose Problem (and Agitate) Expose Problem (and Agitate) Identify With Problem Identify With Problem Explain How You Found Solution Explain The Whats of Your System Explain How You Found Solution Explain The Whats of Your System Show Results Of Your System Show Results Of Your System Show PROOF of your Results Show PROOF of your Results

17. Pre Launch Flow Content Page OPTIONAL Name [ ] Email [ ] Tell A Friend (Viral Component)

18. Pre Launch Flow Content Page OPTIONAL Name [ ] Email [ ] Visitor Is Sent To The Blog Visitor Encouraged To Comment On Blog Follow Up With More Content

19. Purpose Of Blog Allows Prospects to Participate In Direction You Want The Campaign to Move Allows Prospects to Participate In Direction You Want The Campaign to Move Create Anticipation, Interactivity, and community Create Anticipation, Interactivity, and community Allows Social Proof to take place Allows Social Proof to take place Commitment and Consistency Commitment and Consistency Reciprocity Reciprocity http://the7figurecode.com/blog http://the7figurecode.com/blog

20. The Use Of The Blog Send all emails to continue at the blog Send all emails to continue at the blog Create Posts Around Surveys/Polls and The Results of Those Create Posts of Value of Product and the Benefits it will do for you Create Posts Around Surveys/Polls and The Results of Those Create Posts of Value of Product and the Benefits it will do for you Overcome Objections Overcome Objections Teaser Photos Teaser Photos Contest To Win A Free Product Contest To Win A Free Product

21. What Happens When You Have A Contest To Win A Free Product Social Proof Takes Place as people arrive and see hundreds of people stating why they feel the product will help them if they win. Social Proof Takes Place as people arrive and see hundreds of people stating why they feel the product will help them if they win. Reciprocity Takes Place as people see a generous offer by you. Reciprocity Takes Place as people see a generous offer by you. People Make a Sub-Conscious do want to own and they take Mental Ownership People Make a Sub-Conscious do want to own and they take Mental Ownership Commitment and Consistency takes on. People that stated that they want the product because they know it will greatly affect them will stay consistent with that belief and purchase the product to fulfill the commitment. Commitment and Consistency takes on. People that stated that they want the product because they know it will greatly affect them will stay consistent with that belief and purchase the product to fulfill the commitment.

22. (Live Blog Demo) – Pre Launch

23. Going Live Checklist Sales page is ready and optimized for high traffic Sales page is ready and optimized for high traffic Merchant Account Notified Merchant Account Notified Web Host Notified Web Host Notified Test Payment all the way Through Test Payment all the way Through Have Backup Plans Ready Have Backup Plans Ready Thank You Page is Ready Thank You Page is Ready Auto Responders are ready for follow up and paid customers. Auto Responders are ready for follow up and paid customers. Fulfillment company is ready to take orders and procedure in place to automate notifications Fulfillment company is ready to take orders and procedure in place to automate notifications Help Desk Staff is ready to work overtime and has all links needed. Help Desk Staff is ready to work overtime and has all links needed. Have Important Phone Numbers Ready Have Important Phone Numbers Ready Send Email to Hot List and Your List Send Email to Hot List and Your List

24. Continue Parallel Promotions Prospects JV Partners Continue to Market to The Pre Launch Prospects (Hot List) and Your List Daily with a compelling reason. (Sometimes 2 x per day) Continue to Market to The Pre Launch Prospects (Hot List) and Your List Daily with a compelling reason. (Sometimes 2 x per day) Share results of success story. Share results of success story. Do Damage Control if Needed. Keep launch positive. NEVER give public recognition to issues raised by squeaky wheels. Do Damage Control if Needed. Keep launch positive. NEVER give public recognition to issues raised by squeaky wheels. Provide Marketing Material to JV Partners. Let them know what is coming next. Share Detailed Results, stats, and Conversions with JV Partners and Post Contest Results Damage Control – Handle Any Issues in personal emails. Address minor SPIN problems in broadcast to all JV Partners.

25. Empower Partners Never Compete With Affiliates Never Compete With Affiliates Do not provide unfair advantages to any affiliates over others. Do not provide unfair advantages to any affiliates over others. Provide tools and let them know you are available to go on the circuit and do sales tele-calls and bonus content calls. Provide tools and let them know you are available to go on the circuit and do sales tele-calls and bonus content calls. Provide Videos and access to videos to allow them to brand them for you on Google and YouTube Provide Videos and access to videos to allow them to brand them for you on Google and YouTube Keep Partners focuses on Product Benefits and Guarantee etc.. Keep Partners focuses on Product Benefits and Guarantee etc.. Keep them informed on current promotional campaigns. Keep them informed on current promotional campaigns. Use Contest to encourage them to move up or defend their current position. Use Contest to encourage them to move up or defend their current position.

26. JV Partner Communications Send all communications in email and post EXACT DUPLIACTE on the JV Blog. Send all communications in email and post EXACT DUPLIACTE on the JV Blog. Many affiliates prefer to get all information UP TO DATE just by going to the blog and often do not ready emails as they are very busy. Many affiliates prefer to get all information UP TO DATE just by going to the blog and often do not ready emails as they are very busy. Use Consistent and Logical Email Subject Line Prefixes Use Consistent and Logical Email Subject Line Prefixes

27. Examples Day 2 {FIRSTNAME}, (7FC Update) – New Video Is Up Day 3 {FIRSTNAME}, (7FC Update) – Contest Standings Updated Day 3 {FIRSTNAME}, (7FC Update) – New Testimonial For Your Email Day 4 {FIRSTNAME}, (7FC Update) – New E.Z. Payment Plan Live Day 5 {FIRSTNAME}, (7FC Update) – EZ Pay Doubles Conversion Day 5 {FIRSTNAME}, (7FC Update) – Contest Standings Updated

28. (Live JV Follow Up Demo) See http://the7figurecode.com/thejvblog See http://the7figurecode.com/thejvblog

29. Action Plan If you have an Existing Product. Think of how you can come up with a version 2.0. Take the current product off the market and do a RE-Launch of the product.. If you have an Existing Product. Think of how you can come up with a version 2.0. Take the current product off the market and do a RE-Launch of the product.. Make sure to review this presentation ANY time you are going to release a new product. Make sure to review this presentation ANY time you are going to release a new product. For Exercise. Go through this presentation and identify the items you left out of your last launch and think of how the tactics could have effected your launch. For Exercise. Go through this presentation and identify the items you left out of your last launch and think of how the tactics could have effected your launch. Share your results and what you could have done better in the i5 members forum. Share your results and what you could have done better in the i5 members forum. 29