I just wrote the copy for a product in the golf space. As soon as the product launched and the shopping cart opened, the shopping cart crashed due to sheer volume/demand. A good problem to have.
The company that is promoting the product had to shut down the launch, beef up its server capacity, then relaunch. Everything is hunky dory now. It was a blockbuster launch, despite the glitch.
I'd like to take credit, as the copywriter, for copy that shut down the servers but I can't. Here's why this launch was so successful.
- A big list with globs of hungry and highly-qualified traffic.
- An excellent relationship with the list based on superb content.
- Awesome "teaser" emails to get everyone fired up about the product.
- A unique, top quality product that is different from the typical "how to hold the club" golf DVD.
- Three major revisions of the copy before it went live. A healthy dose of persistence.
- A strong and clear sales page.
- The ability to add server capacity at the last minute to avert final hurdle disaster. Flexibility.
As a direct response copywriter, I wish I could claim total credit but direct response copy is just part of a successful launch. If the product has no merit and there's no traffic, there's nothing a direct response copywriter can do to help. If there's plenty of traffic, the offer is exceptional, and the product is great, then I'm simply closing the sale and helping to break records and shut down servers. However, with moderate traffic and a modest product and offer, I can help to make a significant difference.
Still, while it's never good when the shopping cart shuts down due to demand, it's a good problem to have: you've discovered what really works.
I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy, landing page copy and copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.
I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.
Disclaimer for the above.
The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.