On Tuesday, I wrapped up the relaunch of Magnetic Emails. The next two emails will breakdown a few aspects behind the product.

Let’s kick off with the offer.

The offer

Magnetic Emails is my second ‘big’ product.

Like High Impact Writing, the material teaches you how to write.

This time, engaging sales emails.

I appreciate many products focus on easy promises like plug and play templates and (braindead) ChatGPT prompts. But I’ve decided my offers will focus on the craft of writing. It’s harder to learn, it’s harder to teach. But I want to serve people who take writing seriously. Because ultimately, that’s what will set you apart.

So I built a 6-step system showing how to nail the 80:20 behind a great sales email.

Magnetic Emails is $497, with:

• ‘The Magnetic Email Swipe File’ ($49 order bump)
• ‘Landing Pages and Lead Magnets’ bonus course ($99 upsell)
• Email coaching ($1997 tiered offer)

We have 270 customers total (from both launches). 164 people picked up the swipe file (60% conversion). 92 ordered the bonus course (33% conversion). And 3 people picked up the tiered offer (1.1%).

This goes to show you must give people more ways to invest in you.

I’ll breakdown the revenue in the next email.

But for now…

A note on pricing

A friend gave me a cool tip after September’s launch:

1. Ask your customers why they bought
2. Ask your audience why they didn’t

This helps improve your positioning and future marketing material. The biggest objection to Magnetic Emails was price—understandable considering most courses in my space are a lot cheaper.

I used to be terrified of charging higher prices from fear of rejection (my first product was $37.50), but I’ve changed my tune.

Why?

Three reasons.

1. Higher prices are a fantastic forcing function for quality

You cannot afford to build commodity products in crowded markets, and a higher price is a kick up the arse to make your product excellent.

2. It makes life much easier

A popular rule of thumb is that those who pay more, complain less.

I don’t have empirical evidence for this.

But a more obvious benefit is that less customers means less management. Sure, courses have little-to-no fulfillment cost. But I now have over 3,000 customers and let me tell you, there is no free lunch. Products are not ‘true’ passive income—especially if you send thank you videos to every customer and reply to every email (I recommend both).

The third benefit of higher pricing is a simple tip from Dan Kennedy:

3. Expensive is good

Kennedy once said there’s no advantage to being the second cheapest. But there is for being the most expensive. I know Magnetic Emails will pay for itself 1000x over for my customers because it gives you everything you need to build a great email business.

But marketing is a game of perception.

A higher price is a statement: this course is serious, and it’s for serious people.

Let’s discuss the launch strategy:

Open Close Refine Relaunch

A great launch needs four things:

• Tension
• Urgency
• Scarcity
• Certainty (in your product)

Think of launches like pulling on an elastic band. The longer and harder you pull, the bigger the snap when you release. That’s tension. It’s why I began marketing Magnetic Emails 6 months before release (it didn’t even have a name).

Urgency and scarcity are important because people don’t act without a reason.

And certainty is crucial because people don’t buy what they don’t believe will help.

So I launch my products, close the doors, then relaunch in the future.

There are three benefits of this approach:

1. You reward first-round buyers (who are fans, or about to become fans)
2. You can improve your product before making it evergreen
3. You can collect proof for the relaunch (social proof is persuasion golddust)

In my first launches, I relied on discount prices. But that’s a road leading to ruin.

Let me explain why.

2 reasons to avoid discounts

First, they cheapen your brand. The occasional discounted offer is fine (I run one per year, usually during Black Friday).

But much like salt, too many ruin the meal. It makes you seem like a commodity.

Second, they box you in. If you discount during your first launches, those who didn’t buy expect discounts in the future. Good luck persuading them otherwise.

The key is to add value instead of subtracting it (remember, price impacts perception).

Value-add launches

In September, the incentives to purchase Magnetic Emails were:

• A live training on newsletter growth
• 3 live calls (the business of email, a hook writing workshop, and a q&a)
• A private community

For the November relaunch, it was:

• A recording of the newsletter growth training
• A live training on email automations

I offered less in November because the course business is about earning with your mind and not your time. And whilst I enjoy giving plenty of extra bonuses, I also value an empty calendar.

What’s more, there’s a fine line between overdelivering and overwhelming.

Too much material sounds like work—no one wants to spend money to become more busy.

So I relaunch every 3-4 months with a new offer. This approach lets you stack value over time. You end up with an excellent set of trainings that you can bundle for future buying incentives.

For example, I’ve given 5 extra trainings for High Impact Writing.

And on Black Friday, I’ll stack some together, plus hold a new training sharing the system I use to grow on 4 platforms at once with 1-2 hours per week writing.

(keep an eye out if you’re interested).

The exciting part about adding more value is that your early customers get every training for free. This is a great way to show that when people invest in you, you’re invested in them—leading to more buyers of future products.

And sure, this approach means more work.

It may even mean less short-term sales. But you build a better reputation. And long term, nothing is more important (or profitable).

Speaking of profits…

In the next email, I’ll share the revenue figures comparing September’s and November’s launch.

Catch you next Saturday.

Kieran