Last week, I launched my third ‘big’ product, Productize Your Knowledge.

Today, we’ll go through the results and lessons learned.

The big idea

3 years ago, 60% of my revenue came through selling my time.

I’ve always valued freedom, so I decided to double down on digital products. My idea was simple—create assets to serve entrepreneurial writers.

A writing business has 3 components:

• Reach: your ability to attract attention
• Relationships: your ability to earn trust
• Revenue: your ability to make money

High Impact Writing covered the first, Magnetic Emails the second. Productize Your Knowledge was the ‘finale’ of this phase.

This has given me the freedom to focus on writing, whilst still providing value to my audience.

A great win-win.

I’m a firm believer that every writer needs a product, which is why I created Productize Your Knowledge.

Let’s look at the numbers.

Overall results

Total of customers: 241

Total revenue: $88,600.00

Before the launch, my best friend asked how I felt. Honestly? This was the least certain I’d been about a launch.

For two reasons:

1. It was my first ‘non-writing’ related product, so I was stepping outside my circle of competence.
2. We no longer live in the post-COVID boom. Times are changing. Attitudes are shifting. AI is here.

I couldn’t predict the result.

But I could say one thing with absolute confidence:

I couldn’t have tried harder.

In business, you can’t control the outcome. But you can always control your effort.

So when I sent the first launch email, I took comfort in the fact I’d built the best product I could. I’d delivered it live earlier in the year, added a full AI integration, and created every possible asset to make it easy for my students.

This made marketing the most fun I had.

And I was buzzing to see so many people trust me as a result.

The most underrated sales tip I can give you:

Build things you’re proud of.

Show you care about your audience’s success and they will care about yours.

Revenue breakdown

Core product: Productize Your Knowledge

Price: $297

Number of customers: 241

Total revenue: $69,700.00

Aside from the number of customers, I was ecstatic because of the early feedback.

Firstly, on the product itself.

But secondly, on who invested.

Many students reached out to say they had bought one or all of my previous products. They repeated one message often:

“You always overdeliver, and that’s why I invested.”

In such a competitive online world, quality is the best differentiator.

You can’t measure reputation like you can revenue, but it’s the driving force behind all results.

Now I’m writing my book, I’ll approach it with the same energy (even if it takes a lot longer!).

I’ll share more about the book process as it unfolds.

Regarding launch incentives, I followed a ‘triple tap’ process:

• A founder’s price (this will be a $497 product at a minimum in the future)
• A live training on marketing
• A bonus 8-week community

These incentives are important because people don’t act unless you give them a reason.

One ‘downside’ to the community is the time cost, but it’s a price well worth paying.

You get to connect deeper with customers, create more value, and get closer feedback for future marketing and product iteration.

Another critical lesson:

You don’t build a great product on paper. You build it with people.

Order Bump: Evolution Ecosystem

Price: $57

Number of customers: 121

Conversion rate: 50.21%

Total revenue: $6,300.00

An order bump is added on the checkout page.

It is an impulse buy, usually 10-30% of the product value.

The Evolution Ecosystem was a microcourse. It took around 20 hours to build, so not a bad hourly rate, especially as more people invest.

Bumps, upsells, and ‘ascending access’ offers are critical for your business.

Not just for revenue, but for relationships.

To understand why, let me explain the three types of audience members:

• Triers. People who consume your content, free assets like lead magnets, and low-ticket offers
• Buyers. People who trust you enough to invest in larger products
• Believers. Those who want to buy everything you build

My mistake has always been catering to Triers.

But these are the most difficult to convert to customers, and often pay the least.

The key to a profitable writing business is to optimize for believers first. Then build ‘stepping stone’ assets to take your reader from stranger to follower to fan.

Upsell 1: Salespages Simplified

Price: $97

Number of customers: 49

Conversion rate: 20.33%

Total revenue: $4,800.00

A great question for bonus and upsell design:

What problem does my offer create?

For example, Productize Your Knowledge shows you how to build a quality product.

The live marketing training shows you how to promote it. Salespages Simplified gives you the blueprint for copywriting.

Importantly, I tested two new strategies with this upsell.

1. It is a live training delivered one month after the launch (relieves a ton of pressure—first launches are hard enough)
2. I’m not giving the training

Let me explain.

I wanted to create something great for my audience.

But I realised I wasn’t the best person to build this. So I hired an expert copywriter, Andrew Gould, to give the talk.

Andrew critiques every salespage I write. He’s amazing, and I’d love for my audience to see why.

Not only does this mean I save time, but I can also promote the live training to my wider audience who are interested in copywriting but not product building.

Again, a great win-win.

Upsell 2: Product Support Package

Price: $2497.00

Number of customers: 3

Conversion rate: 1.24%

Total revenue: $7,491.00

This upsell is a high-ticket support package—an ‘ascending access offer’.

You get 2 calls and 2 months of Telegram access. It’s another great win-win because I get to learn more about my customers whilst offering closer support.

Initially, I planned a different upsell—a live training called Landslide Launches.

However, after I wrote it, I realised I was making a mistake.

Why?

Well, in August, I’m starting YouTube.

And I’d love to hit the ground running.

Considering I’ve had 4 6-figure launches and consulted in other creators’ 6-7-figure launches, I can use my launch blueprint to accelerate my authority.

An important tip:

When making business decisions, know what you’re optimizing for.

Else you end up choosing the most alluring incentive (usually money).

My next ‘phase’ is to become an author.

The stronger my brand, the better this goes.

So when I have a choice between short-term revenue and long-term reputation, I’m going to pick the latter.

Affiliate sales

Total orders: 40 (16.60%)

Usually I’m hesitant to ask affiliates to promote for a first launch.

Two reasons:

1. You’re busy enough
2. You don’t know if a launch will be successful

But I was so proud of the product, I had no problem reaching out to a few friends.

Plus, I built an AI prompt to write up an affiliate report with an in-depth marketing report to assist.

This is one way I’m using AI to make things easier, faster, and more effective (I have 53 more awesome prompts inside the AI-Vault).

Marketing breakdown

Sales page conversion

Total page views (unique visits): 4,801

Sales page conversion: 5.02%

This conversion rate is for warm traffic, so take it with a pinch of salt.

But I can safely say this was the best page I’d written.

One tip that’s helped immensely:

Stop trying to write copy. Start trying to create a connection.

I shared a story of how products changed my life, layered with proof, and invited my audience to invest. I’ever enjoyed ‘pushy’ marketing, so this felt great.

I’ll likely breakdown my page on YouTube later in the year.

One final note…

Traffic sources

Email: 4,338

Number of emails sent: 15

Social media: 463 (X: 87%, LI: 13%)

Estimated social content: 7-10 posts per day

I had a tonne of fun writing the emails—my favourite part of the writing business.

I made a pact: Every email I send must be story-driven and valuable for non-buyers too.

This gave me the freedom to send several per day without pissing too many people off.

Re traffic sources, this is a critical reminder:

Build your email list.

I have 33,000 email subscribers and 280,000 social media followers. Yet email was 90% of my traffic. This is why I tell every client to build their list early. One subscriber is worth 1,000 followers—and unlike social media, email is an asset you own.

Even 100 (quality) readers can make a life-changing impact on your business.

Hope you found this useful,

Kieran

P.S.

My plan now:

• Start YouTube (after I finish travelling—just landed in Norway)
• Write my book (been spending 4-6 hours a day on it whilst exploring Barcelona this week, super fun)
• Create more ‘ascending access offers’. I love products, but I love connecting with people too. I’ve had a lot of interest around coaching and closer support—it’s time I take it seriously)

It’s also my fifth year since I started writing, so I’ll leave you with a lesson:

Every effort adds up.

Every book you read, every word you write, every offer you launch.

Day-to-day, progress may feel slow. But leverage rewards the patient. Keep providing value, keep learning, keep testing.

The Internet is the best gift we’ve had to do meaningful work.

Make sure you take advantage.