Lessons Learned from Michael Hyatt’s Platform Book Launch

May 23, 2012 by 8 Comments

Michael Hyatt’s new book Platform, was available on May 1. But he asked me not to buy it until the unofficial book launch, about three weeks later.

Why would an author ask me NOT to buy his book?  It was all a part of the launch plan.

Though I purchased the book and am looking forward to reading it, I’m equally as intrigued by his launch strategy. Here are seven things you could learn from Michael Hyatt and the way he launched the new book.

1. Ask people to do something specific.

On May 1, Hyatt wrote, “I want to ask you to wait until the week of May 21–25, which is the official “launch week.” He goes on to give the specific reason for requesting this specific action. Hyatt didn’t ask people to support the book, talk about it, consider something…he called for a specific action. His request wasn’t vague, it was clear.

Too many times we inform but don’t ask.  We tell people we have a mailing list, but we don’t ask them to sign up.  We tell people they can make a donation, but we don’t ask them to do it.  This isn’t a subtle difference in terminology; it’s an important lesson in clarity.

2. Worthwhile bonuses lead to action.

If you purchased the book during the launch week, you were rewarded with several bonuses, including a six-session video series, a video about writing, two previously available e-books, digital versions of the book, and an audio recording of the book. According to Hyatt, these resources have a value of $375.98. When it comes to offering bonuses, Hyatt got two things right.

First of all, the bonuses were valuable. This wasn’t a free bookmark with the purchase of a book, or a six-page blog post turned PDF. The video and audio resources are arguably MORE valuable than the book itself. If you’re going to give bonuses, make sure they are worth it.

Second, the bonuses were diverse. Some people will greatly appreciate the video series, but as I read through the list, I wanted the audio book. Since I spend a good deal of time in the car, I will listen to this book before I read it. That one bonus made the product more valuable to me.

3. Creating a launch plan is important.

Too many times, we work hard on creating a good product, but but no thought into how to launch or sell it. As Robert Kiyosaki jokes, there’s a reason we talk about best-selling authors and not best-writing authors.

Hyatt and his team created a launch strategy that was both intentional and effective. Tweets throughout the day showed the book climbing up Amazon’s Top 100 list.

I would argue that a good launch plan is nearly as important as a good product. If you’ve got something great, but nobody knows about it, you won’t make much of a difference. From reviews, to the bonus offers, to the Platform Launch Team, great thought and care was taken in the launch of this book.

4. Landing pages are different than websites.

Hyatt created a unique landing page for the book and the special offer. Notice the sidebar isn’t the typical blog sidebar – everything is focused on one thing. The typical plugins and popups are disabled, because the goal of the page is to get the reader to do one thing…buy the book.

When you have a product, event or service that you want to emphasize, create a landing page and drive people to one action. If the idea of a landing page is new to you, I highly recommend this free series from CopyBlogger

5. Deadlines drive decisions.

If you want people to take action, you’ve got to give them a deadline. The special bonus offers were available for one week, and the countdown clock in the sidebar is an effective tool to remind us.

Too many times we create offers and campaigns with no deadline. That means people have no incentive to take action now. Instead, they think, “I’ll get to that one day.” Whether it’s a limited time offer or a price increase, a deadline can actually drive decisions.

Here’s an example of deadlines you could use:

  • Parents, sign up your teenagers for student camp. $299 until June 1, then it’s $349.
  • Bring in your donations of gently worn clothes before Sunday, May 16.
  • To receive a tax donation, be sure to postmark your envelope by December 31.
  • Happy Hour is from 4-6 PM.

6. Honest communication trumps hype.

I love that Hyatt clearly explained WHY he is doing this.

“Why am I doing this? Because I want to get Platform on the best sellers list. The best sellers list is tabulated by counting all the books that are sold each week. The book that sells the most is #1, the book that sells the second most is #2, and so on. (I know it’s not a perfect system, but it is what it is.) When a book makes the list, it drives additional visibility. Retailers who initially didn’t stock the book order it. The traditional media becomes more interested in booking the author. People who weren’t aware of the book, suddenly become interested.”

That’s an honest answer and I respect it. I understand exactly what’s going on, and I didn’t feel tricked into making a purchase.  People do like to buy, but nobody wants to be sold.

7. No strategy makes up for bad content.

I haven’t read the book yet (but I will read it and listen to it), but based on the reviews, the book is great. I trust many of the people who provided quotes, including Seth Godin, who said: “A generous book from a man who knows what he’s talking about. Michael Hyatt has built a platform, and you can too.”

Too many times, we launch and market something that isn’t any good in the first place. Michael Hyatt created an excellent launch plan, and it seems to be working.  If the book is as good as the launch plan, I’ll be happy.

One Critique

If I could offer one critique of the process, it would be in the product review department. On the day of the launch, the book had more than seventy five-star reviews on Amazon. I might be inclined to give the book five stars as well, but absolutely NO one, two, three or four star reviews seems odd to me.

While asking for positive feedback is great, some people are skeptical of products that don’t have ANY negative or neutral reviews.

Google’s recent ZMOT report learned that a few honest, mediocre reviews don’t heart…they actually make a product or service appear more authentic. Here’s a post I did about what churches could learn from the ZMOT report.

In the coming weeks, I’ll post some notes from the book and do a Two Minute Book Review.

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Book Notes: The Grace of God by Andy Stanley

January 31, 2012 by Leave a Comment

Here are my notes from Andy Stanley’s the Grace of God, one of the books on my 2012 Reading List. The first half of this book could be called “Grace in the Old Testament” and would make a great sermon series. In fact, much of the material in the book comes from sermons Andy has preached. Here are some highlights and quotes.

  • Grace is what we crave most but what we are hesitant to extend.
  • When we are the receiving end, grace is refreshing. When it is required of us, it is often disturbing.
  • You can no more deserve grace than you can plan your own surprise party.
  • Creation is all about grace. When you look at the Garden of Eden, you’ll see that his expressions of grace were innumerable and his requirements were minimal.
  • Sin brings shame and blame.
  • In the life of Abraham, God showed that a righteous standing with God comes through faith.
  • Grace is not reserved for good people.
  • In the life of Joseph, we see that the law of sowing and reaping was thwarted by grace.
  • With the Ten Commandments, we see that God initiated a relationship with his people before he even told them what the rules were. God’s law does not establish a relationship it confirms an existing one.
  • The purpose of the law is not to make us good but to keep us free.
  • Grace is slow to judge and quick to deliver. When people around me mess up, I default to the opposite.
  • In the life of Rahab, we see God punishes sin, AND extends grace to the sinner.
  • In the life of David, we learn discipline is often an expression of grace. If grace had a limit, David’s actions would have exposed them.
  • You can run from God, but you can’t outrun him.
  • In the life of Jonah, we see that the purpose of God’s discipline is not to pay people back but to bring people back.
  • Receiving grace is often easier than dispensing it.
  • The New Testament reveals people who were nothing like Jesus liked Jesus and Jesus liked people who were nothing like him.
  • Jesus did not strike a balance between grace and truth. He dispensed full measures of both.
  • Jesus was not uncomfortable surrounded by those who needed grace.
  • Nichodemus showed us grace is not a reward for good people but it’s God’s gift to forgiven people.
  • It’s always easier to talk about theology than our pain.
  • We can talk about fairness, but the grace of God isn’t fair. Philip Yancey talks about “the scandalous mathematics of grace.” Interestingly, we don’t complain about fairness when we something works in OUR advantage. Jesus was extravagantly unfair.
  • The church is most appealing when the message of grace is most apparent. The church is most effective when the message of grace is most evident.
  • If the local church is God’s vehicle for dispensing the message of grace, then the local church is clearly not for church people. It’s for everybody.
  • The church should not make it difficult for people who are turning to God (See Acts 15:23-29)
  • As much as you may want to qualify this with statements like “what about the person who…,” grace can’t be qualified.
  • First and foremost, God celebrates restored relationships.
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Book Notes: One Click – Jeff Bezos and the Rise of Amazon.com

January 4, 2012 by Leave a Comment

One Click – Jeff Bezos as the Rise of Amazon.com
Book #1 Read in 2012 (see my entire reading list here)

  • Jeff Bezos incorporated Amazon.com and then signed up for a course sponsored by the American Booksellers Association to learn how to start a bookstore.  // Sometimes, you have to decide what you’re going to do and then learn how to do it.
  • He started working at “the intersection of banking and finance.” People in the status quo didn’t think the two fields could be blended. // bringing two things together is what Steve Jobs did as well.  I don’t want to be a status quo person.
  • On searching for a wife: “I wanted a woman who could get me out of a third world prison.”  ”Life is too short to hang out with people who aren’t resourceful.
  • There are  currently 1.7 billion people online, but that’s just 1/4 of the world’s population.  // the world is much bigger than any of us probably realize
  • Most successful entrepreneurs start a company because they are passionate about the business they want to enter.  Bezos saw the growth of the Internet and figured someone was going to make money off it. // This worked, but I would not advise it.
  • “The internet is like alcohol in some sense.  I accentuates what you would do anyway.” – Esther Dyson
  • Amazon’s original name was Cadabra, Inc.  Later changed to Amazon so it would appear on the top of lists.  ”One of the things that people don’t think bout but is really important is that online, you get to places by being able to spell their name.”
  • With an introductory course in book selling, some experience buying a few items online, one computer, two engineers, his wife, and a garage, Bezos was ready to start building an online bookstore.
  • He promoted Amazon as the “biggest bookstore on earth” though some would argue that it was the smallest bookstore on earth, since they had no inventory.
  • The website wasn’t fully finished when the company launched.  Customers could order negative quantity of books, and they would credit their card with the price. // It’s never going to be perfect, but you gotta get it out there.
  • Early business meetings were held at a nearby coffee shop – inside a Barnes and Noble.
  • They allow negative product reviews on their site.  ”We will sell more if we help people make purchasing decisions.”  These unusual moves taught people that Amazon was a different kind of store.
  • “When you are woking very hard and very long hours, you want to be around people who are interesting and fun to be with.”
  • Goliath is always in range of a good slingshot. // love this quote
  • “If you disappoint people, you lose brand reputation, and that’s worth a lot more to us right now than money.”
  • “get big fast” gave way to “turn a profit.”  Amazon wasn’t profitable for many, many years.  They made a lot of money, but they lost even more.
  • “It’s harder to be kind than clever,” Bezos’s dad would say.  Very few employees from the early days are still at the company because of Bezo’s reputation for being difficult and demanding.
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Ten Best Books for Church Leaders

December 7, 2011 by Leave a Comment

Aside from the Bible and a few obvious recommendations, here is a list of ten MUST-READ books for Church leaders.

  1. Seven Principle of Effective Ministry.  Andy Stanley released this in 2004, but it’s one of the best books pastors can read.
  2. Simple Church.  Based on a broad study, this book calls for a simple model.  Your entire team should read through this book.
  3. Making Vision Stick.  Andy Stanley makes the list twice with this excellent book on how to communicate vision.  It’s got wide applications – from sermons to announcements.
  4. Axiom by Bill Hybles is a collection of leadership advice from someone who has been leading for a long time.
  5. The Post American World is a MUST READ BOOK and I cannot recommend it enough.  Pastors need to broaden their vision, and this book is a great step
  6. Making Ideas Happen by Scott Belsky will really help your team stay action-focused.
  7. Why We Love the Church is one of my favorite books on the mission and vision of the local church.  While Barna is busy bashing, these guys will show you why the church isn’t going to die.
  8. You Lost Me is a fairly new book, but it’s great reading that will shed light on why young people are leaving the church and what you can do about it.
  9. The Zappos Experience made my list of business books, but church leaders should read it too.  If you want to be the kind of church that people talk about during the work week, this book will help you.
  10. Brothers, We are Not Professionals by John Piper is a pastor’s classic.  Read it, and let it challenge you.
You can grab all these books in my Amazon store.  You’ll get a great book, and I will receive an affiliate commission.
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Ten Best Books for Business Leaders

December 6, 2011 by 1 Comment

Over the past couple of years, I’ve read dozens and dozens of business books.  Here is my top ten list of books you should read if you are a business person.  I tried to leave off some of the basics, since you should have already read Good to Great by now.

  1. The Zappos Experience.  This book describes the culture and customer service of Zappos.  You’ll get some practical ideas in addition to working on your core culture.
  2. Read This Before Our Next Meeting.  If you have meetings or attend meetings, read this book from the Domino Project and Seth Godin.  It’s brilliant.
  3. Made to Stick.  Chip and Dan Heath talk about what makes some ideas stick, and your business will benefit greatly from making that happen.
  4. Blue Ocean Strategy.  This book is all about creating new markets, which is something you can do in your industry.
  5. Duct Tape Marketing is a few years old, but it’s worth reading.  You’ll learn about getting the word out about your product, service or idea. The first 30 pages alone is worth the price of the book.
  6. Steve Jobs is the most recently published book on this list, and every business leader needs to read it.
  7. The E-Myth Revisited has been around for a while, but it’s a MUST READ for everyone who is starting their own business.
  8. The Accidental Creative will help you have better ideas.
  9. ReWork by Jason Fried (creator of 37 Signals) is one of the best business books I’ve read.  It will change the way you think about work in general.  (A close second here was Making Ideas Happen)
  10. Creating Magic is a must-read by an executive at Disney.  Fantastic leadership principles and tons of great ideas.
You can grab all these books from my Amazon Store.  You’ll get a great book and I’ll get a small affiliate commission.
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Book Notes: Pour Your Heart Into It

October 27, 2011 by Leave a Comment

Here are some notes from Pour Your Heart Into It, Howard Shultz’s first book about Starbucks.  I read it a few years ago, and recently reviewed these notes.

It may be a weakness, but I’ll always wonder what I’ll do next.  Starbucks resonates with people because of it’s ties to the past.  Founded for one reason – they loved coffee and tea and wanted Seattle to have access to the best.  They were filling their need for own quality coffee.  Quality was the whole point.

  1. Every company must stand for something.  Dark roasting made it different.
  2. You don’t just give customers what they ask for.  If you have a great product, you can educate your customers to like it. Assume intelligence .

“Whenever you see a successful business, someone once made a courageous decision.” – Peter Drucker

Bad luck may come out of the blue, but good luck comes to those who plan for it.

Early coffee shops became gathering places.  They visited over 500 espresso bars in Milan and Verona, observed local habits, menus, décor, techniques.

“We judge ourselves by what we feel capable of doing, while others judge us by what we have already done.” – Longfellow, 1849.

Passion is, and will always be, a necessary ingredient.  Even the world’s best business plan won’t produce any return if it is not backed with passion and integrity.  In the first year trying to raise money for the business, he spoke to 242 people, 217 said no.

They would take something old and tired and common – coffee – and weave a sense of romance and community around it.  Rediscover the mystique and charm.

The single most important thing you do at work each day is communicate your values to others.

Find that colleague you trust, who shares passion, values and goals.

Who wants a dream that’s near-fetched.

The Great Good Place (1989) by Ray Oldenburg – people need that third place outside of their work and homes.  People come in for the atmosphere and camaraderie.

“I wanted to be the employer of choice, the company everybody wanted to work for.  By paying more than the going wage in restaurants and retail stores, and by offering benefits that weren’t available elsewhere, I hoped that Starbucks would attract people who were well-educated and eager to communicate our passion for coffee.”

Treat people like family and they will be loyal and give their all.  Stand by people and they will stand by you.  They gave avenue for every employee to question any decision that did not line up with the mission statement.  Mission Review Team.  Gave stock options to all employees, and health benefits to those who worked part time.

Things are going to take a lot longer and cost more money than you expect.  It’s a lot wiser to bring in experts before you need them than to stumble ahead with green, untested people who are prone to making avoidable mistakes.

Once you’ve figured out what you want to do, find someone who has done it before.  You can’t possibly have the resources and skills to make every idea actually happen.  Strong, creative people are a lot more stimulating to be around than yes-men.  What can you learn from those who learn less than you?

Take heroic measures, if necessary, to meet customer demand.

They refuse to mess with the real stuff in a way that values integrity – remain respectful to their core product. “If we were not obsessed with control, our business would be a lot easier.  But the coffee wouldn’t be as good.”

“The difference between great and average or lousy in any job, is, mostly, having the imagination and zeal to re-create yourself daily.”  Insisted on company owned stores to maintain quality.

1996, Frappuccino introduced because of a southern California store idea…$52 million that they would have not made if they hadn’t listened to a partner.  The best mistake he never made.

Starbucks spends more money per pound on coffee than almost any company in the world, even though probably fewer than 10 percent of their customers can tell the difference.  Why?  Because wecan tell the difference.

Secret to the power of the brand:  personal attachment our partners feel and the connection they make with the customers.

They set out to educate their customers about the romance of coffee drinking.  Average sale is $3.50, average customer comes back 18 times each month!

“Starbucks success proves that a multimillion-dollar advertising program isn’t a prerequisite for building a national brand – nor are the deep pockets of a big corporation.  You can do it one customer at a time, one store at a time, one market at a time.”

Our product is not just great coffee but also “The starbucks experience” – an inviting, enriching environment in our stores that is comfortable and accessible yet also stylish and elegant.

“Everything matters.”  Everything here is best of class.  “Will it strengthen or dilute our brand?”

“If you examine a butterfly according to the laws of aerodynamics, it shouldn’t be able to fly.  But the butterfly doesn’t know that, so it flies.” – Vincent Eades

Nothing truly great can ever be achieved without taking risks.

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Book Notes: Start Something That Matters

October 20, 2011 by Leave a Comment

Start Something That Matters by Blake Mycoskie, founder of TOMS Shoes.  Here are some of my notes, quotes and thoughts.

  • “We are a for-profit company. Our goal is to help people and to make money doing it.”
  • In starting to sell his prototype: “No matter how convenient it is for us to reach out to people remotely, sometimes the most important task it to show up in person.”
  • TOMS has succeeded precisely BECAUSE we have created a new model.
  • Annette Simmons explains: “Facts are not neutral…People make their decisions based on what the facts mean to them, not on the facts themselves….facts are not terribly useful to influencing others.” A 2009 Carnegie Mellon University study shoes that students gave $1.14 after reading a letter filled with stats, compared to $2.38 after reading the story of a seven-year-old girl named Rokia. Jared was a far more successful campaign for Subway than their “Seven Under Six” campaign.
  • Conscious capitalism. Good business.
  • “We started TOMS with 250 pairs of shoes in three duffel bags. I didn’t quit my job immediately. I didn’t invest tens of thousands of dollars. I just made 250 pairs of shoes and tried to sell them.” Kenneth Cole’s first shoe display with in the trunk of his car.
  • There is a Japanese concept known as kaizen, which says that small improvements made everyday will lead to massive overall improvements.
  • Tim Ferris says that for important things, the timing is almost never right. Conditions are almost never perfect.
  • A lack of resources i not reason to avoid starting a company. If anything, it often inspires creativity and a competitive edge.
  • Silicon Valley venture capitalist Mike Maples says companies that start off overfunded are actually in more danger of faltering than those who are underfunded. Too much money is toxic.
  • Build your business slowly and intelligently.
  • Keep it simple. Google doesn’t allow more than 28 words on their home page.
  • The easier it is for someone to understand who you are and what you stand for, the easier it will be for that person to spread the word to others.
  • 75% of Zappos orders come from repeat customers. A brand succeeds of fails based on whether or not people trust the company.
  • The better your employees feel about their jobs, the better your business will perform. Extend more trust than you might normally be comfortable with. There is a correlation between job satisfaction and how empowered people are to fully execute their job without someone shadowing them every step of the way.
  • We outsource technology because we are not a technology company.
  • Don’t make giving an afterthought. Figure out how to make it a responsible part of what you are creating.
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Book Notes: How Nintendo Conquered America

October 4, 2011 by Leave a Comment
Super Mario: How Nintendo Conquered America is one of my five favorite books of the year.  Jeff Ryan writes an
interesting and informative book that I think you should read.  Here are a few of my notes:
  • “Explorers become explorers precisely because they have a streak of unsociability and a need to remove themselves at regular intervals as far as possible from their fellow men.” – Royal Geographical Society, about 100 years ago.  (Note:  This reminded me of church planters.)
  • Super Mario is the dominant video game franchise, selling more than Halo, Tomb Raider, Guitar Hero, Resident Evi and Madden combined.  There are more than 200 Mario game titles and there are more Gameboys in the world than there are people in Mexico. (Note: I think Angry Birds just passed Mario.)
  • Mario is a one-size fits all hero, modeled after a real person named Mario Segale.  An Asian invention with a European nam in an American setting.
  • Nintendo was a six-person startup.  Miyamoto was inspired by the story of Popeye – defeat the villain to save the girl.
  • Radar Scope was an early Nintendo game, and had it been more successful, Donkey Kong probably wound’t have been developed.  At the time, there were a ton of shooter and maze games, but there weren’t any ape-throwing monkey games.
  • Programmers developed a “glitch” in the game Joust – when the stork moved off the left side of the screen, it appeared on the right side of the screen.  ”It’s not a bug…it’s a feature.”
  • Video game controllers were designed with fewer buttons to force developers to create easy to play games.
  • Nemawashi – a Japanese gardening term for digging around the roots of a to-be transplanted tree.  Businesses need to quietly lay the correct groundwork for success.
  • In the early days, Mario appeared as side characters in a lot o video games.  In order to make him an icon, he needed a constant story and a world of his own.  Mario became a character in a story, and the video game wasn’t a simulation, it was a world.  When Super Mario Brothers was released, 1 in 6 Americans bought a copy.
  • Mario isn’t about fighting turtles, it’s about “flow” – the feeling of accomplishment and fulfillment while engaged in an activity.  It’s a sweet spot when something isn’t too hard and isn’t too easy.
  • Many of the world’s Wii consoles are made at a single Foxconn plant in Shenzhen, a plant that employs 350,000 workers. (Note:  I had no idea…I’m going to learn more about this.)
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Book Notes: Necessary Endings

September 22, 2011 by 1 Comment

Here are my notes from Necessary Endings, by Henry Cloud

  • Today might be the enemy of tomorrow
  • The good cannot begin until the bad ends
  • Endings are a requirement for living and thriving
  • Growth depends on PRUNING.
  • When Jack Welch took over GE, he decided to get out of any market he couldn’t dominate. And he decided to fire the the bottom 10% every year.
  • All things have life cycles and seasons.
  • Desire along is not enough to keep something going
  • Don’t keep discussing a problem or an idea with a foolish person
  • Show people the vision over time – don’t dump it on them all at once. (Example: When he was moving to a new house, he showed his kids the neighborhood, the backyard, the upstairs – all over time, so when he told them about the move, they were familiar with the destination)
  • There are simple things that work, but they are not always obvious.
  • There is tremendous power and focus in a simple deadline. A deadline is simply creating the ending in advance.
  • There is tremendous clarity in simple measurements.
  • Urgent is the new normal and “later” is a drug.
  • Don’t get too attached to a certain outcome.
  • Face losing things you might want in order to be free to do the right thing.
  • Don’t idealize or romanticize – it keeps you from seeing the whole picture.
  • The best and longest lasting business are the ones in which everyone sees and loves the whole picture.
  • There’s a big difference between a skeptic (someone with real questions) and a “no-no” person (someone who is opposed to any kind of change)
  • Sometimes, you need to set a personal deadline and give yourself a consequence (For example: “If I don’t get a job teaching in 9 months, then I’m going to pursue another field.”
  • What are your goals for a specific conversation? Decide and communicate in advance what you hope to accomplish.
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Book Notes: Buy Now

August 25, 2011 by Leave a Comment

Buy Now: Creative Marketing that Gets Customers to Respond to You And Your Product
by Rick Cesari and Ron Lynch

  • You have a strong need. We can fulfill it.
  • People are grateful to be sold something they truly want and need.
  • The Super Bowl shows us that we do, indeed, like advertising.
  • “All marketing is bad – unless, of course, it is for something I want and need.”
  • “You cannot afford in this day and age to say, “Our product appeals to everyone then shotgun a message in hopes of landing business. That’s a stupid waste of money.”
  • But wait, there’s more.
  • We had the right guy (who could get your attention), the right product (it actually worked) and a good distribution model.
  • When selling, focus on the benefits, not the features. You can accomplish this with the “problem/solution” scenario
  • P90X wasn’t marketed using an “exercise is easy” strategy. The makers let you know it was tough.
  • “To a man, a good sales pitch is like a good arrow: It gets to the meat – short, straight, and to the point. It actually may leave some things unanswered. To a woman, a good pitch is more like a good based: woven, connected, and three dimensional. It needs to hold more water.”
  • With consumers hearing 40,000 marketing messages a week, you must have a unique selling proposition. If you cannot find a way to create a definite USP, you should probably change the product or service.
  • Product price testing showed that people think in terms of twenty dollar bills. Virtually no difference between $29 and $39 – call volume was identical at both price points. Same proved true for $49 and $59.
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