Find An Idea, Grow Your Business

15 hard lessons I learned from my $36,381 product launch

After writing a total of 64,238 words …

Drinking a mountain of sugar-free Red Bulls …

and pushing through a few sleepless nights …

I launched Ultimate Guide System, my first $997 product.

I made 34 sales totaling $36,381 in revenue, at a 0.56% list-to-sale conversion rate. This means that 0.56% of my email subscribers became paying customers.

Not only was this this my biggest product launch to date, I was also able to create a product that my students absolutely loved.

My students constantly talk about my course on social media:

And others who didn’t get to join are waiting in line to do it:

And today, I’ll show 15 key lessons that I learned from my product launch — everything from how I managed my pre-launch anxiety to the process I used to end my frustration while wandering around trying to find an idea that people would actually pay for

I’ll guide you through every step of the way — from finding an idea for my product, to validating it, to creating a world-class product and finally selling it.

It doesn’t matter if you’re just starting out with your business or already have 500 or even 5,000+ email subscribers; the lessons that I’ll share with you will help you go from an idea to a product launch faster, develop world-class products, and successfully sell them to your audience.

And because this is a HUGE post, I created a table of contents for you so you can jump directly to the parts that you’re most interested in:

LESSON #1: When launching a new product, say no to all other business opportunities

LESSON #2: Always test your ideas with your audience before deciding that they won’t work out

LESSON #3: Get 3 paying clients for your idea before doing a big launch around it

LESSON #4: Take the time to know your market better than anyone else

LESSON #5: Speak the language that your audience understands

LESSON #6: Talk about what your audience WANTS, instead of what they NEED

LESSON #7: Meet your readers where they are, and address their biggest concerns and objections

LESSON #8: Optimize for learning, not for revenue

LESSON #9: Create ONE experience to start

LESSON #10: Get feedback through every step of the process

LESSON #11: On your sales page, speak to just ONE audience

LESSON #12: Your sales page is ready when it’s ready — Don’t rush it.

LESSON #13: Take care of yourself to avoid going insane mid-launch

LESSON #14: Schedule a 1-on-1 call with EVERY new student that joins your online course

LESSON #15: You don’t just have new customers — you have a community.

Let’s dive in!

LESSON #1: When launching a new product, say no to all other business opportunities

There are lots of factors that contributed to my successful launch. But I’d like to recognize the choices I made that had a outsized effect on my process.

I decided to focus exclusively on developing and launching my new product, and saying no to everything that wouldn’t help me with the launch for the next three months.

That meant saying no to …

  • writing about other topics that I wanted to talk about (like becoming a top performer or connecting with influencers)
  • worrying about growing my email list
  • podcast, partnership and speaking opportunities that came my way
  • connecting with readers that asked for my help

The last one was the hardest by far.

A lot of my readers reach out to me nowadays for help with their business ideas, they invite me to jump on Skype calls with them, or even ask me out for lunch:

Email from a student - product launch strategy

While I’m always happy to help others ambitious entrepreneurs, I knew that I couldn’t afford to spend three hours a day answering emails and Facebook messages if I wanted to successfully launch my product any time soon.

Still, even though I knew that I should say no to these requests, actually doing it was a lot harder. I didn’t want to be one of those people who ignore their readers. Wouldn’t that go against my values of helping people around me and making a bigger impact?

I mentioned my dilemma to a friend, and they linked me to this article from Ryan Holiday, which helped me reframe the situation and learn how to deal with people who “just ask for a little of my time.”

Instead of thinking that I’ll make a smaller impact if I don’t help these people right away, I reframed it into making a much bigger impact on a lot more people by developing and launching a world-class product.

Once I truly became committed to focusing only on launching my new product over the next few months, it felt like a huge boulder fell off my chest.

Instead of being overwhelmed by all of the things I could have been doing, I was able to stay laser focused on the things that I actually needed to be doing, and actually enjoy the launch process.

LESSON #2: Always test your ideas with your audience before deciding that they won’t work out

This is a conversation I was having with a friend of mine, after I helped a few online entrepreneurs create their Ultimate Guides:

The text that launched my product idea - product launch strategy

Look at that screenshot again. Notice the date? I saw that people loved the concept of Ultimate Guides YEARS ago and I knew that they could get hundreds of email subscribers with them.

And yet … I thought that the most I could do with Ultimate Guides was write an e-book about them (which I never actually followed up on).

I never dreamed that people would buy a $997 online course and be happy to pay for it. At the time, I thought that creating Ultimate Guides was easy and straightforward, and that there was only so much I could talk about there.

Boy, I was wrong.

As I started creating Ultimate Guide System I realized that creating Ultimate Guides wasn’t easy for everyone … it was easy for me. I saw that there were actually a lot of things I could talk about when it came to creating Ultimate Guides.

How to pick the right topic and the title, what to cover, how to make it truly stand out from all the other content out there, driving traffic to them, converting the traffic into email subscribers, monetizing, and so on and so on.

And before I even started developing the product, I realized that people are willing to pay a lot more money for help developing their Ultimate Guides than I ever imagined. But the truth is, I never would have come to these conclusions if I didn’t do one critical thing:

I tested my idea.

As I was now older and wiser than two years ago (when I had the above text message conversation), I knew that you should never discount a business idea in your head before actually testing it with your audience.

I decided to spend a week or two actually validating the idea to see if there was something there, before moving on to something else. That same afternoon, I had a conversation with another entrepreneurial friend. He asked me what I was working on, and I said I was looking for some 1-on-1 coaching clients for creating Ultimate Guides.

He said he was interested in becoming a client, and asked me what I charged. I said that for $500 I’d help them him develop his Ultimate Guide, from start to finish. No matter how long it took.

He said “send me the invoice!”

So I did:

The first invoice I sent when testing my business idea - product launch strategy

Later on, I found out that teaching others how to create Ultimate Guides took a lot more time than I thought, and also that people would be willing to pay a lot more for my help. Still, I’m happy that I only charged $500 for this project.

This first sale told me that this business idea could actually work and gave me enough confidence to move forward with the idea and continue testing.

LESSON #3: Get 3 paying clients for your idea before doing a big launch around it

At this point, I knew that the idea had potential, but I didn’t want to go and create a big online course around it just yet. After all, one paying client doesn’t mean I can charge three figures for a course. It means that SOMEONE is willing to pay SOMETHING. A start, but not enough.

Here’s why.

Last August, I spent months creating and launching an online course called The Insider’s Club.

The product launch that failed miserably and what I learned from it - product launch strategy

It was a product that talked about being the part of the “Insider’s Club” of people that get the best business opportunities, get invited to private events in their industry and get to connect with the people that they admire.

At least that’s what I sold it as.

If the idea seems “meh” or confusing to you, you’re right on point.

I thought this product would work after I wrote a post about becoming a super connector and seeing a critical mass of positive responses. But I should have validated the idea further. The Insider’s Club didn’t connect with my audience well. I actually got confused comments from my readers asking me if this was some kind of a community, when in reality I just wanted to teach my readers how to build authentic relationships with influencers.

I spent months on this product launch, but it ended up being a complete disaster. I expected to make 25-50 sales of it, and ended up only getting 4 sales.

I was devastated.

Not only did I fail to hit my revenue projections, I also felt like I spent months developing a product that nobody wanted to buy. I made a lot of mistakes with that product launch. I didn’t do enough customer research. I didn’t talk to my audience to see if they were actually interested in the idea. I created a product that I thought people needed, but they didn’t actually want.

But the biggest mistake of all that could have helped me avoid all of this was not validating my product before doing a big launch around it.

If I had run a beta test for the idea or just tried to get some coaching clients for it, I would have been able to see that the idea was not as good as it sounded in my head.

From that failed launch onward, I made a new rule for myself:

I would always try to get at least three paying clients for an idea before doing an all-out launch.

One paying client might be a coincidence, but if I could get three people to pay me, I knew I could get 10, 30, or 50 more. So this time around, this was my next step. To get at least two more paying clients and really make sure that more people were interested in it.

After getting my first sale, I sent out a quick message to my existing clients who have joined some of my previous courses.

I let the community members know I was taking on a few 1-on-1 coaching clients for creating Ultimate Guides:

testing my business idea - product launch strategy

The result?

In a matter of days, I got two more paying clients, one for $1,000 and another for a $1,500 project.

As I got excited that more people wanted to work with me, I took it one step further and sent an email to my full list of email subscribers (not just customers) and offered the service to them:

 testing my business idea - product launch strategy

A few more people signed up, and paid me up to $5,000 to help them develop their Ultimate Guide.

This brought the total revenue generated from my new business idea to over $20,000 in a bit over a month. And this is before I even had a product! At this point, I knew that if I could sell a $5,000 coaching package to create Ultimate Guides, I could also sell a $997 online course around it.

With my business idea fully validated with 7 paying clients, the real work began.

LESSON #4: Take the time to know your market better than anyone else

The failed launch of Insider’s Club taught me to always validate a business idea before doing a big launch. It also taught me to not skip customer research because, “I already know what my audience needs.”

With Ultimate Guide System, I really wanted to make sure I created a product that people would actually WANT. I also wanted to create the BEST product anyone would ever create on creating Ultimate Guides, by a large margin.

In order to do that, I knew I had to know my market better than anyone else out there. It was time to do more research than anyone had ever done before on creating Ultimate Guides.

How did I do that? I talked to EVERYONE I knew about Ultimate Guides:

  • Whenever I talked to another entrepreneur in person or online, I would bring up the subject of Ultimate Guides
  • I exchanged hundreds of emails with my email subscribers to discover their biggest burning pains, fears, desires, questions and concerns related to Ultimate Guides
  • I took notes from all of my 1-on-1 coaching sessions as I worked with my clients to create their Ultimate Guides

I lived and breathed Ultimate Guides for three months.

At one point, I had 30 different Evernote notes filled with customer research, and some of them were 5,000 words long.

Eventually, when I spoke with people about Ultimate Guides, I could predict their questions and concerns. I truly felt like I knew my audience better than anyone else, and I could already envision creating the product and writing a sales page for it. I knew I had everything I needed for a successful product launch, so I put the launch into motion.

LESSON #5: Speak the language that your audience understands

As I was beginning my product launch, I took a trip to Cancun where I attended a friend’s business mastermind.

It was in a beautiful location, in a penthouse overlooking the sea, and it was the perfect setting for some great business conversations.

Attending a business mastermind - product launch strategy

On the first day, we were going around the room and introducing ourselves. When it was my turn, I said something along the lines of:

“Hey, I’m Primoz, I help entrepreneurs develop epic guides and create the best pieces of content on the internet”.

One of the other attendees said something along the lines of, “Sorry, I didn’t catch that. Can you repeat it?” So I did, but for whatever reason I used the word “Ultimate Guides” rather than “epic guides.”

And then they said, “Ahh, I get it now! You help people create Ultimate Guides!”

At that point, it hit me.

Before this moment, I often used the phrase “epic guides” when I was doing research and talking to people because that was the term I was used to. A lot of my readers told me that the guides I wrote were “epic,” so it made sense for me to actually call them that.

What I didn’t know is that outside of my little bubble, people weren’t really familiar with that term. But what they did know was the term “Ultimate Guides.”

So from then on, I introduced myself as the “Ultimate Guide Guy,” and I’ve never had to explain myself to others again.

This also changed the title of my online course.

At first, I was thinking about calling it something like “Create Epic Guides,” but it didn’t really sound that great. But as soon as I had that conversation in Cancun and decided to go with “Ultimate Guides,” I knew I had the perfect name for my course — The Ultimate Guide System.

This experience taught me to always use the language that my audience uses in everything I do, and especially as I introduce myself to others. If people don’t understand the terms that I use, that won’t peak their interest — instead they’ll likely get confused, not understand me, or just stop paying attention to me.

When you use a certain term and someone says, “What do you mean?” or, “I didn’t catch that”, it’s a great sign that you can change that term to something that will be easier to understand.

And when you have a term that’s super clear (like Ultimate Guide System), your course will be much easier to sell and talk about than something that’s vague (remember The Insider’s Club?).

LESSON #6: Talk about what your audience WANTS, instead of what they NEED

As much as I personally love Ultimate Guides, not many people wake up in the morning and think, “I should really write an Ultimate Guide!” And no matter how much I felt that everyone should be writing Ultimate Guides rather than regular blog posts, not everyone would agree with me.

Ultimate Guides are something that people NEED to do in order to grow their online business, but they aren’t what they necessarily WANT to do. As I began writing emails for my launch, I knew that I had to connect Ultimate Guides to things that my readers actually wanted.

The main audience that I targeted with this launch was people who have already found an online business idea, but struggled with actually getting their business off the ground, getting to 1,000 email subscribers, and making their first few sales.

I connected by mapping out their desires, which looked something like this:

  • A lot of my readers say they want to have a bigger impact and create something meaningful that helps a lot of people
  • In order to do that, they want to build a successful, scalable online business
  • In order to do that, they need to create a great product that will attract hundreds of paying customers
  • In order to do that, they first need to get their online business off the ground and make their first few sales
  • In order to do that, they first need to build an email list of around 1,000 people (that’s the magical number for a lot of them)
  • In order to do that, they need to bring enough traffic to their website, and convert that traffic into email subscribers
  • In order to do that, they need to create one or more Ultimate Guides

I took this map of desires and thought about how I could position my Ultimate Guides as something that people needed to do in order to get something that they wanted. I knew that Ultimate Guides could help with all of these (plus a few other things), but since I wanted to make my messaging as clear as possible, I only focused on a few of them.

This is how I did it:

  • I focused on the “impact” desire in the beginning of the launch to warm my audience up and connect with what many of they wanted (to create something remarkable, and make a big impact in the world)
  • In the middle of the launch, I focused on showing my readers how Ultimate Guides can help them get more traffic, email subscribers and sales through different case studies.
  • On my sales page, I talked about how Ultimate Guides were the BEST way to get to 1,000 email subscribers and get their online business off the ground.

This directly correlates to the map of desires above. I chose to focus on 1,000 email subscribers because that seemed like a common goal of my readers, which would show them that their business was real, and allow them to create and sell their first product.

A lot of them said they wanted to “get their business off the ground,” so that’s the phrase I ended up using.

I decided not to focus so much on the traffic because traffic in itself is meaningless if you can’t convert it into email subscribers or sales. I also decided not to focus so much on the sales, as many people had a hard time connecting an Ultimate Guide with making their first sale, especially if they didn’t have a product to sell yet.

I connected with their biggest burning desires. Then I connected with the practical results they wanted to achieve. Then I showed them why what they’re doing isn’t working and introduced them to a better solution. Finally, I made a case for why Ultimate Guides were the best solutions for them and asked them to buy.

This is what the entire funnel looked like (with the subject lines I used):

[It’s a lot so click here if you’d like to skip].

Email #1 – The year of making a bigger IMPACT: I talked about how I wanted to make a bigger impact in 2017, what making a bigger impact meant to me, and how I’d help my readers make a bigger impact this year (without even referencing Ultimate Guides). I also asked my readers what making a bigger impact means to them.

Email #2 – 3 lessons that World’s Strongest Man can teach you about making an impact: I shared a story about how one strongman focused on just one big goal, pursued greatness, and influenced millions of people over the world with his 500kg deadlift. I asked my readers to name one remarkable thing they’d like to be known for.

Email #3 – How I learned to look really f*cking good (and saved my relationship): I talked about how a friend of mine taught me to dress better exclusively through his Ultimate Guides, and how that one guide helped me do what reading hundreds of articles about men’s style didn’t. This email started planting the seeds for how impactful Ultimate Guides can be.

Email #4 – How a scammy taxi driver made my day: I wrote a story about how I rented a sports car after a taxi driver in Cancun almost scammed me and had the best day of my life. In the email, I also shared my personal goals for 2017, and hinted that one of my goals was to become the go-to expert on creating Ultimate Guides. This set me up for sending out the first of the launch engagement emails.

Email #5 – How I 10X-ed the traffic from my blog posts (never revealed numbers & strategy): In this email, I walked my readers through how one of my Ultimate Guides got 10 times the traffic of a blog post that I published around the same time. I included the real data from Google Analytics to back up my claim, and made another case for how powerful Ultimate Guides can be.

Email #6 – Your free copy of my 13,000+ word Ultimate Guide Checklist is finally here!: After the first few engagement emails came the big punch — I wrote a 13,000+ word Ultimate Guide Checklist where I walked my readers through different ways in which they could use Ultimate Guides to grow their online business, as well as the exact process I used for creating them. More on that in the next lesson.

Email #7 – The single piece of content that helped me build my first online business: I shared a case study about how I used just one Ultimate Guide to build a 6-figure coaching business. The emphasis was on showing my readers that Ultimate Guides can actually help them get paying clients or freelance work (and make more money with their business).

Email #8 – How working with Ramit Sethi transformed the way I run my business (+ Ultimate Guide AMA): I talked about how (GrowthLab publisher) Ramit Sethi taught me to always strive for excellence in everything I do, and about how I was planning on creating the best online course on creating Ultimate Guides. I also hosted a 24-hour “Ask me Anything” where I would answer all the questions about Ultimate Guides that came in from my readers. I did this to add even more value to them, and to see what questions they would be asking me after they read the Ultimate Guide Checklist.

Email #9 – Ultimate Guide System is here! (my brand new program on getting 1,000 email subscribers): This was a quick email where I officially opened the cart for The Ultimate Guide System, shared how Ultimate Guides helped me get from 0 to 2000 email subscribers within the first year of running my online business, and positioned Ultimate Guide System as the best course for getting to 1,000 email subscribers and getting your online business off the ground. This was also when the first few sales started to come in:

how to write an amazing sales page - product launch strategy

Email #10 – The surprising truth about getting your side business off the ground:In this email, I shared a personal story about how challenging it can be to make progress with your business if you’re working on it on the side together with a regular job. I talked about how if you create Ultimate Guides, you can stop doing everything else in your business and just focus on creating one Ultimate Guide, which would make starting a side business a lot easier, faster, and less overwhelming. I also painted a picture of how different your business can feel if you focus on just one thing, rather than trying to do everything at once.

Email #11 – “Can I create an Ultimate Guide if I don’t have a clear business idea yet?”: I addressed a common question from my readers, and went over the pros and cons of writing an Ultimate Guide if you don’t have a fleshed out business idea yet. I wanted to make sure that the RIGHT students joined the program, which ended up working really well, as I got to work with an absolutely incredible group of action takers.

Email #12 – This Wednesday FREE Live Class on Getting 1,000+ Email Subscribers With Ultimate Guides: I announced a live webinar that I was doing in a few days, where I shared specific strategies for creating Ultimate Guides that I never revealed before. Ideally, I would have done a webinar at the beginning of my sales window, but as the sales page took a bit longer to create than planned, I decided to do it in the middle of it, which still worked well.

Email #13 – I couldn’t believe what happened to my friend…: I shared a story of one of my friends who relied on guest posting as a main strategy and spent months waiting for a guest post to be published, that never actually got published. I talked about the pros and cons of guest posting, how Ultimate Guides allow you to be in full control of your results, and how they’re a better alternative for getting your online business off the ground.

Email #14 – I have the BEST students ever! See why they joined the Ultimate Guide System: Since a lot of my students had already joined the course at this point and I didn’t have testimonials for the product yet (since it was launching for the first time), I shared the stories of some of my new students and why they joined to build up social proof for the course.

Email #15 – “Is Ultimate Guide System Right for me?” + Answers to ALL of your questions about UGS: This was the first of the three emails that I sent out on the last day of the launch. I wrote an incredibly long and detailed email with answers to top 23 questions my students had or might have about Ultimate Guide System, to make sure I really removed all of their barriers towards joining the program.

Email #16 – How a late night conversation with my friend changed her life: Instead of going for a hard sell email, I decided to connect with my readers emotionally by twisting the knife and painting a picture of a better world for them. I did that by sharing a story of the first client that joined Ultimate Guide System. I talked to them about how she’d been overwhelmed and frustrated with her business because she had a lot of things on her plate that she “should” have been doing, but she didn’t actually do anything. Then I talked about the contrast of how she felt liberated and excited to create an incredible Ultimate Guide for her niche, and I invited my readers to do the same.

Email #17 – Last call: Ultimate Guide System closes TONIGHT: The last email was a quick reminder email that was sent a few hours before the launch ended, to remind my readers that they needed to make a decision and make sure that they signed up on time. No hard sell, just a quick and gentle invitation to sign up if they want to.

Whew. That’s the whole sequence.

You can see how I went from the emails that talked about what people WANTED towards the emails about the things that they NEEDED to do.

That’s ok because at the end of the funnel, people already KNEW that they needed to create Ultimate Guides if they wanted to get to 1,000-plus email subscribers and get their online business off the ground in the fastest possible way.

I also focused on adding a lot of value to my readers before going into sales mode, which made the sales process a lot more effective and easier to execute on. Now that we looked over the entire sales funnel, let’s look at a few specific elements of it and the lessons from them.

LESSON #7: Meet your readers where they are, and address their biggest concerns and objections

When you’re launching a product to your email list, it’s important to speak to people in all phases of the buying process. The ones that are already going to buy your product won’t need to be sold as much (and some of your readers might buy anything that you create anyway).

Others might not be as convinced yet. Perhaps they won’t even know that they’re struggling with the problem that they’re struggling with. Or they do know that they have a problem, but don’t know that you offer a solution for it (or even know if your solution is the best one for them). The key is to meet your readers where they are, and take them on a journey from “mildly interested in your product” to “ready to buy.”

As I did my research for The Ultimate Guide System, it was clear that my audience was split into two groups:

  1. The people that knew how valuable Ultimate Guides were for their online business
  2. The people that knew what Ultimate Guides were, but didn’t really see how they could help them grow their business (and considered other solutions instead)

The first group of people (who knew how valuable the guides were) would ask me a lot of technical questions like:

  • “I’m not sure how to pick a niche topic for my guide”
  • “How do I get related quotes from experts/successful people to include in my guide?”
  • “I don’t know if I should split the guide into multiple parts/blog posts”

And when I talked to people in person about Ultimate Guides, the #1 question I would get by far was, “What is your process for creating Ultimate Guides?”

Every time I walked someone through my process, they were wowed by my process and mentioned that there were a lot of things that they didn’t even think of. I knew I needed to share this with my whole audience, so I started thinking about a “checklist” that my readers could use to create their own.

The other group of people, the ones that didn’t know how Ultimate Guides could help them grow their business, had different questions. They would email me things like:

  • “I don’t think writing a guide generates a lot of traffic. I don’t think it’s that valuable.”
  • “I don’t think writing a guide is the most important thing that would grow my business.”
  • “Writing a guide won’t make me money.”
  • “I don’t think writing a guide will help me get more coaching clients or speaking opportunities.”
  • “Writing a guide is not a top priority for me at the moment.”
  • “I think guest posting/writing blog posts is better for traffic than ultimate guides.”

As I read these (actual) objections, I knew two things:

One, they weren’t true. Two, if I was getting a lot of the same objections, I knew I needed to address them.

LESSON #8: Optimize for learning, not for revenue

A big lesson that I got from Ramit Sethi’s Zero to Launch was that you should optimize for learning before optimizing for revenue when launching a new online product.

In this specific case, that means making decisions that might make you less money, but give you more information about your readers. I see a lot of people doing 17 different things on their first product launch just to boost their sales. They do webinars. Early bird bonuses. Upsells. Downsells. Three different pricing tiers.

And while some of these launches might work out, a big problem with them is that you don’t really know what worked and what didn’t, because you had so many different variables in your launch. I have to admit, I also had a lot of ideas for my launch.

I had an idea to do a webinar, offer early bird bonuses, etc., but as I was talking to Zero to Launch coach Marc Aarons, I quickly realized that I was over-complicating my life.

I was spending hours and hours thinking about what kind of bonuses to offer, when to offer them, when they should expire … and just thinking about how I could maximize the revenues from my launch. Marc eventually straight up asked me the question, “What’s more important to you right now: learning or revenue?” I knew then that I was making my life way too difficult.

So while I kept the webinar idea, I scrapped almost all other marketing tactics. No bonuses. No tiers. No upsells.

Now I know EXACTLY what my base conversion rate for the program is because I didn’t use any bonuses or marketing tactics that would skew the numbers.

In the future, I can test different tactics to see which of them work and which don’t. This also made my life so much easier as it removed all of those decisions around bonuses, and made me feel way less overwhelmed.

So if you’re running a first product launch of your new program, resist the temptation to throw everything and the kitchen sink in it, as hard as it might be. Keep the product simple and see how it sells on it’s own without the marketing tactics. Then, once you see it sells well, absolutely go all out on it.

LESSON #9: Create ONE experience to start

As I started creating Ultimate Guide System, I actually expected it to be a $500 course and I planned on doing a simple eight-week course, and that was it. But then, I started thinking about other things that could be useful to my students.

I thought about master classes I could record with other successful business owners that have created Ultimate Guides. I thought about recording some case study interviews of successful Ultimate Guides. As I would be adding more and more information to my program, I thought about adding another tier to it at $1,000.

The extra tier would include all the extra bonuses and make the program a lot better, for those who wanted to really go all out on Ultimate Guides. But something just didn’t feel right. It didn’t feel right to include all of these extra resources to just a portion of my students, as I knew how instrumental they would be to their success.

It almost felt like the $500 version of the program would be incomplete.

I decided to create just ONE tier (originally priced at $1,000), that would include EVERYTHING my students would need to succeed. I wanted to make this the FIRST and BEST online course on creating Ultimate Guides. I stopped thinking about what I wanted to do, and instead put the focus on my customers.

  • How could I design a program that would put THEM first and really help them succeed?
  • What are the most common challenges that my students would run into? How could I help them overcome them?

As I was thinking about that, I realized that creating really long content like Ultimate Guides is incredibly HARD for most people. It would take them months to create them, and I didn’t want this program to be another program that they would start but never finish.

I wanted to turn them into incredible case studies for my business, and I designed a program that would help them get there.

The final version of the program looked like this:

product map - product launch strategy

I put my students’ success first. I would take care of them, and make sure they’re successful.

  • For the first 10 weeks, I would guide my students through every step of creating Ultimate Guides through the “10-week intensive training.”
  • Then, AFTER the first 10 weeks, my students would get a monthly expert or a case study interview to help them deepen their knowledge and get more ideas for creating their guides.
  • They would also get access to a monthly alumni call with me, where we would continue to work on their old or new Ultimate Guides.
  • On top of that, they would get access to the Ultimate Guide System community, where I would continue to support them in creating their guides. This way, even if students fell off track or started the program later, they would still be able to get the full benefits from it.

This felt like the RIGHT thing to do, and helped me create by far the best online course on creating Ultimate Guides that anyone could ever create.

Sometimes it’s easy to get caught up in the tactics while ignoring the larger picture. As you’re creating your next online course, think about how YOU can put your customers first like this.

What would make them most likely to fail with your program? How can you tweak your program to prevent that from happening?

Answer those questions, and you’ll be able to stand out from your competition, and create an incredible program that your students will rave about.

LESSON #10: Get feedback through every step of the process

Another big mistake that I’ve made with the failed Insider’s Club launch was that I didn’t get feedback on it. I didn’t get any feedback on my table of contents. I didn’t get any feedback on my positioning. I didn’t get any feedback on my sales page. I didn’t go out and get feedback because I was afraid that people would tell me that my program was crap, and that nobody would want to join it.

Well, as that actually ended up happening, I learned a hard lesson and decided to ALWAYS get feedback on what I was doing.

This time around, I made sure I would test my table of contents with my friends and my audience BEFORE even writing the sales page, to see that I was on the right track.

I wrote up an extremely fairly detailed, 4,000-plus word table of contents and sent it to some of my friends and clients:

Part of a successful product launch strategy is getting feedback

Once I sent it out, I watched to see their reactions.

Thankfully, they gave me responses like this:

alt text here

As I saw them, I knew I was on the right track, and I could continue to move forward with my launch, knowing that my program was something that people actually wanted.

Whenever you’re in doubt whether the program you’re creating is REALLY what your potential customers want, send it over to a few people in your audience — it can be past clients or potential clients.

You can create a table of contents for your program, send it over to them, and ask them to give you brutally honest feedback on it. If the response is great, keep moving. If not, ask them what seems off or what you can improve, or even jump on a call with them to figure it out.

You’ll want to do this before you create the actual sales page, so you can make sure your offer is good. And once your offer is good, you can move on to the next step.

LESSON #11: On your sales page, speak to just ONE audience

As I was writing my sales page, I had a time when I was really confused about which audience it should be geared toward.

You see, I knew my online course could help three distinct audiences:

  • New online business owners who wanted to get to 1,000 email subscribers and get their online business off the ground
  • Rising stars who have already created their first online course and wanted to get more email subscribers and sales for it
  • Established business owners who wanted to create a new organic stream of traffic to massively boost their revenues

But the problem is that each of these would have wildly different burning pains and desires. The copy that I wrote towards a beginner wouldn’t resonate well with someone who had an established business.

As I started writing the sales page, this issue became very real. In fact, a lot of issues with your targeting will come up when you start to write copy. I felt frustrated, so I reached out to a mentor of mine to ask them what to do about it.

They replied to me with one profound question:

“Do you have more people on your email list that have less than 1,000 subscribers or that have more than 1,000 subscribers?”

Sheepishly I replied, “Well, of course there’s a lot more people that have less than 1,000 subscribers on my list.”

Then I felt stupid because I felt like I should have figured this out myself. The solution for my problem was very simple: Focus 95% of my copy on the audience that represents the highest % of my email list.

I still included the different audiences in, “Who is the Ultimate Guide System for?” so the right people for my program could still join it:

For a successful product launch strategy, get your sales copy right

Some of the other people might feel alienated and leave the sales page before they get to that part, but that’s ok since I could always create a coaching program that specifically targets them in the future.

And in the end, a handful of people with bigger email lists did end up joining the program anyway, so I guess they weren’t that alienated after all.

If you’re getting stuck on WHO you should be writing for, just write for ONE audience, which should be the audience that is predominantly on your email list. You’ll see how writing your sales page will instantly become 10x easier!

LESSON #12: Your sales page is ready when it’s ready — don’t rush it

There were many times when I thought to myself, “This should be finished by now … I could just quickly wrap it up and release it.”

But then I stopped myself and repeated the same words to myself over and over again: “When it’s ready, it’s ready.” And I kept chugging along.

Now I have a sales page that converts well and that I’m proud of, and if I went back to write it again I wouldn’t change a thing.

If you’re working on a sales page, don’t rush it. The last thing you want to do is to rush a sales page and mess up your whole launch because of it. If you’ve taken the time to write the engagement emails and the sales emails, and to build a great product, take the time to create a sales page that will be on the same level as your product.

And the same thing goes for writing things like guest posts, blog posts, or Ultimate Guides. Don’t cut corners just to publish it two days earlier. A year from now, nobody will know when your post was published — but they will see if you quickly wrapped it up and cut corners.

The most frustrating part of writing a sales page for me is that if you mess a part of it up, you might have to throw it all away. If your hook doesn’t hit well with your audience, you’ll have to rewrite it. And boy, I wrote and rewrote my hook for the sales page plenty of times.

Let me show you a few examples. Here’s the first version of my hook:

A strong hook on your sales page is a key part of a successful product launch strategy

The second version:

A strong hook on your sales page is a key part of a successful product launch strategy

The third version:

A strong hook on your sales page is a key part of a successful product launch strategy

And the final version before editing, that actually made it to the sales page:

A strong hook on your sales page is a key part of a successful product launch strategy

Going through this process felt very similar to finding a business idea. Just writing the hook of the sales page took DAYS to get it right.

This means that every day, multiple times per day, I would write something up and then throw it all away. It felt like killing my baby every time I did it. But ultimately, this is what it takes to come up with something great.

So when you’re writing your sales page, remember: you only get one shot at it, so make sure you get it right. And if it doesn’t hit well with you or with your audience, change it up until it does.

When it’s ready, it’s ready.

LESSON #13: Take care of yourself to avoid going insane mid-launch

When you’re writing a sales page in the middle of a product launch, it’s really easy to burn yourself out and hate your life. And that will probably happen in any case, unless you have a team working for you. In some cases, you’ll actually have to “push through it” and suck it up for a few hours or days.

As I was working on my sales page, I definitely had a few days when I would write from dusk until dawn. I spent hours writing in the evening where I had complete brain fog, just so I didn’t have to wake up the next morning feeling like I was starting from scratch.

So yes, there will be times like that. But the thing is, you don’t have to feel burned out ALL the time.

When I’m in the middle of a product launch, I make sure to do a few things differently than normal:

  • I make rest a priority, more than even before
  • I make sure I get 8-9 hours of sleep per night
  • I make sure I work out every day
  • And I make sure I take some bubble baths to really recharge

Part of a successful product launch strategy is taking care of yourself
I call this, “An entrepreneur during a launch.”

This is what helps me stay sane during the launches, manage burnout as much as possible, and continue putting out great work. Next time you’re launching a product, think about how you can really recharge to stay at your best, then put specific activities that will help you recover into your calendar.

You’ll be surprised by how much better you’ll feel during the launch!

LESSON #14: Schedule a 1-on-1 call with EVERY new student that joins your online course

The program sold well, the launch went fairly smoothly, and I got a great caliber of people in my new program. I knew this would be a lot of hard work, but I was also super excited about it.

This was an opportunity for me to work with some incredible people, help them make their online businesses come to life, and turn them into raving fans and case studies for my business. Because I would be spending the next year working with my students, I wanted to make sure that I knew and connected with each and every one of them. That’s why the first thing that I did with every new student that joined was to schedule a 15-minute 1-on-1 call with them.

During this call, the purpose was to officially welcome them to the program and make them feel special, help me get to know them and their businesses better, and provide me a chance to answer any of their questions about the program.

I wanted to put a face to their names and build lasting relationships with them, and not just treat them as people that I worked with for a few months and then moved on. Doing this took a lot of time, and in one week I had 30-plus 15-minute calls, which was definitely draining for me.

Still, it was worth it. The students felt special, I got to meet them and remember them, and I think this set the stage for the whole program.

Because I already knew the students by the time we jumped on our first call together, it felt like we already knew each other. This helped us create a really connected, tight community of students working together, which made it easy for students to keep moving forward through the program.

When you’re launching an online course, jumping on a welcome call is a great way to go the extra mile for your students and create a lively community.

I definitely recommend you to try it out!

LESSON #15: You don’t just have new customers — you have a community

The welcome calls were just the first of many ways in which I went above and beyond for my students.

I said before that I wanted to make Ultimate Guide System the BEST online course on creating Ultimate Guides, and I like to believe that I’ve been very successful at doing that.

Here are just a handful of things that I did to really go above and beyond for my students:

  • I designed the program in a way that it’s a year long, rather than just eight weeks, because I know that writing Ultimate Guides takes time and I want to be there for my students every step of the way. If they fall behind, I still want to help them follow through with their guide. If they want to create more guides, I’ll happily help them with that as well.
  • I extended the first part of the course from 10 weeks as originally planned to 14 weeks or so, to prevent students from being overwhelmed and falling behind when the writing phase began — so I’m pacing the course based on their progress.
  • When I launch a new cohort for the course, my old students will have a chance to attend all the live calls etc. again, so they can create their next guide or restart working on the first one if they fell off track.
  • I welcome every student with a 1-on-1 call, to get to know them and build a relationship with them. I know more or less all of my students by names, the guides that they are working on, their business ideas, etc. This makes them feel special and helps build a really strong community.
  • I go out of my way to leave feedback for my students on their guides. I review their guides in google docs, give them step by step feedback, help them rewrite some of their copy, etc.
  • I also jump on 1-on-1 calls with them if they really get stuck or need my help.
  • I make sure to always encourage them and celebrate their wins with them, no matter how big or small they might be.
  • I’m happy to go over time with our 90-minute calls if we need to, in order to help every single student with their guides.
  • I’m playing with the idea of scheduling 1-on-1 calls with all students that have started creating their guides over the next few weeks to help them finish their guides and get them over the finish line
  • I’ll go out of my way to promote their guides once they’re written (of course!).

As you can see, I really try to do everything that I can to help my students become successful and they notice that. They talk about the course with their friends. They thank me for putting so much care into the program. They’re becoming my biggest raving fans.

I know that when I launch my program the next time, I’ll have a ton of amazing testimonials, and my next launch will be a BIG success.

And that’s the last lesson for you today. Take care of your students, and they’ll take care of you.


You Might Also Like

Grow Your Business

The Golden Circle: How to build a profitable business with a tiny list

Someone asked me on Twitter, “What if I want an 8 figure business?” My reply? The uncomfortable truth is that most people...

Grow Your Business

“What matters is the trajectory”: Inside a $15K product launch

Learn what coding interview expert Sam Gavis-Hughson learned from previous product launch plans and how he 3X’d his success with help from...

Grow Your Business

How to make $100,000 in a day

There are 3 levers that affect launch performance.

There Are 50 Comments


Hey guys!

I’m SO excited for this post to go live today! As mentioned in the post, if you have ANY questions, takeaways, favourite lessons or comments on the post, I’d love for you to share them here in the comments!

I’ll read and respond to every single comment in here :).

Looking forward to hearing from you guys!


Gladys ato

Wow!!! What a comprehensive, detailed, and easy to digest post, Primoz!! Thanks so much for sharing your insights!! Reading this couldn’t have come at a better time, as I’m in the midst of preparing for my first big launches- my debut book and an online course. One thing that I loved about your post is the tip to schedule 1:1 calls with all your new students when they register…this is golden! Yes, it may take time, but what a great way to provide a high-touch experience right from the start. Can’t wait to implement your strategies and see what unfolds!

Shiri Dori-Hacohen

Hey Primoz, love this post. As a tech startup founder (not selling online courses), I still found value in several of your points. Particularly, I appreciated you mentioning the challenges around saying no to other opportunities and the need to stay laser focused; the need to find the right customer segment; and the importance of taking care of yourself to avoid burnout. Looking forward to hearing more from you!

Hey Shiri!

Thanks so much for sharing your favorite lessons!

I LOVE that you’ve been able to find them useful for your start up, and keep me posted on how you put them into action!


Great writeup, Primoz. As one of your students I can appreciate the work that went into this launch and the ensuing course. I especially like the last insight to “take care of your students and they’ll take care of you.” Any business, online or otherwise, can only be built on mutual respect and service to your clientele. Going above and beyond for your students isn’t losing out on profit (some say you should charge for every little ‘extra’ thing you do), it’s building a relationship that will, in all likelihood, GAIN you profit. Sure, in the short term that profit may be more emotional rather than monetary as your students gush over you but don’t send random cash in the mail…but in the end you can bet we’re all recommending your course to our peers AND we’re much more likely you work with you again in the future.

Hey Jess! What’s up!

If I’m completely honest, that’s my favourite insight too. Taking care of my students and putting THEM first has been the BEST decision ever with UGS. It really took the program to a whole other level, helped us build a really great community, and make you guys so much more successful.

Now I’m thinking back to my old courses and think to myself “How could I NOT do this?!”. It’s what I’ll do with every future launch of UGS and any other course I create, because it really makes SUCH a huge difference on how the course feels, as well as student success.

I absolutely agree with “Going above and beyond for your students isn’t losing out on profit” too. I don’t think running an online business is a transactional game. If I spend extra time with my students, I’m not losing out. EVERYONE is winning. They feel taken care of. They get better results. And in the long run, that will help me build a long-term, sustainable online business. It’s the only RIGHT thing to do.

Thanks so much for stopping by and commenting, and I’ll see you in UGS!

Brooklyn Moser

I am a brand new ZTL student that is just starting out.

I want to thank you for sharing your incredible journey around your product launch. The detail in this post is amazing! As a new ZTL student that doesn’t even have a list, seeing your struggle gives me hope that I can get there, even if it is on a smaller scale. I read every word, and I will refer back to this post as I move through ZTL.

Thank you again!


Hey Brooklyn,

Thanks so much for your kind words! I’m so happy that you enjoyed the post, and that you’ll continue to revisit it in the future!


Holy sheep dip Primoz. This post is outstanding…EPIC…ULTIMATE even! Thank you SO much for taking the time and energy to create it. Something worth mentioning is that it didn’t FEEL like a huge post, because it was packed with value, I could really hear you speaking in my head, and it was incredibly useful. Well done!

So let’s see…my #1 takeaway?

“As you’re creating your next online course, think about how YOU can put your customers first like this.

What would make them most likely to fail with your program? How can you tweak your program to prevent that from happening?

Answer those questions, and you’ll be able to stand out from your competition, and create an incredible program that your students will rave about.”

I LOVE this so much. Thinking about your students and where they’ll likely fail is such a great approach to ensure that your course really goes above and beyond for your audience.

Thank you so much for writing up this beast of a post Primoz and for doing what you do. Because of you and UGS, I’m the proud mama of, “The Ultimate Guide to Building a Profitable Online Community From Scratch”. Clocking in at just over 21k words, it’s beefy, and it wouldn’t exist without you and UGS.

Thank you sir.

– Diana

Hey Diana!

Thanks so much for stopping by! I LOVE your takeaway. I can’t wait to see you apply it to your incredible online course about building profitable online communities.

I know you won’t ever drop a link to your guide… But if someone wants to build a profitable online community they HAVE to read this:

It’s beefy, epic, and useful as hell!


What is an “Ultimate Guide”? I see people advertising “The Ultimate Guide to…(whatever)”. Is that what you’re talking about? What is that besides just an eye catching headline?

For some people “Ultimate guides” might simply be an eye catching headline. I’ve seen many “ultimate guides” that aren’t very ultimate at all. What I think Primoz is talking about is the end result; a piece of content that is THE BEST on the internet for a specific topic. It’s a way of providing and packaging massive value to your audience. For example…look this post. It’s almost 10k words and provides so many insights and actionable pieces of advice. It’s far more useful than a quick list of tips or superficial advice.

Primoz, thanks for your generous sharing of lessons behind the scene. As an entrepreneur, I know no success is random, and from this article, I’ve seen all the strategic moves and thinking you’ve had in making this launch a grand success!

Even though I’m in Ramit Sethi’s ZTL and haven’t been familiar with some of the ideas you’ve shared, your lessons have still hit me from new perspectives and shed lights on new possibilities.

Here, let me share with you my 3 biggest takeaways from this entire treasure trove!

#1. Sometimes, the gold mine might be just one test away.

Like you shared in your FB message 2 years ago, you could have started that UG that time if you have probed into it more, and it could have been worth a try even though the success you’d gain back then might not be as big as what you’ve achieved at this moment because the Primoz 2017 is a far more sophisticated, strategic entrepreneur as Primoz 2015.

#2. Only focusing on A FEW desires when positioning your product. This message solves the issue which I’m struggling over for days in a snap of the finger. In your scenario, getting traffic is the enabler of all the other dreams of your clients. In my scenario, I need to find that enabler and fully leverage it (and THANK YOU for sharing your entire email sequence, I’ve saved it and will study it before creating a product launch.)

#3. Not only being able to answer the MOST important question from your clients but also WOW them.

You did that beautifully by identifying the key questions customers of each buying stages have and nailed them. Another element of the wisdom you shared is to treat objections – i.e. “I don’t think writing a UG is the priority for my business.” – as opportunities (answering the questions) vs rejection (thinking they won’t buy it).

Thanks for all the great work of writing up this article, every part of it is worth reading and re-reading twice, three times, four times, and more.

Hey Leslie!

So nice to hear from you! What an awesome analysis (as always)!

I LOVED your insights, they’re really subtle, and might be missed by many people. Thanks so much for sharing them with others.

You’re 100% on point with all of them.

I will also say that Primoz in 2015 wouldn’t have built such an amazing course around Ultimate Guides – he would probably create an e-book and move on. Primoz in 2017 thinks WAY bigger, and knows how to go above and beyond. A HUGE part of that has been working with Ramit on his Accelerator program for the past two years.

Great insights about the “enabler” and WOWing your audience. These are things most people won’t notice, but you did. That’s exactly why you’ll make it REALLY far in the online business world.

Great work!

Eevi jones

I love how you ‘discovered’ the name for your program while attending a mastermind with Navid. And I use the word discover, because I know how easily others might have just missed this tiny but so important detail while conversing with people. Using your clients’ own language to create a clear title for the program turned out to be priceless.

Another great take away was the mapping out of people’s desires in order to position the Ultimate Guides as something that people needed to something that they wanted.

I posted my other takeaways within ZTL. I LOVE these detailed looks into real businesses. I always get so much out of them. So yes, Ramit and Growth Lab Team, please keep them coming! Thanks so much!

Hey Eevi,

Thanks so much for sharing your takeaways! I LOVE them.

I was so stuck / stressed out about the potential name of my course for WEEKS, and thought about every single imaginable name – nothing really clicked. As soon as I heard “Ultimate Guides, not epic guides”, everything clicked!

And it’s funny, since I know a lot of the great names of online business courses out there came from just that. Conversations with customers and off-handed comments :).

Again, thanks so much for commenting and I’m glad you enjoyed the post!


I went through the launch and liked it but I have enjoyed seeing what has happened AFTER the launch with you and your business. You have taken the customer success part to new levels and your commitment to writing is inspiring especially as I can see it happening. The transparency is also very refreshing and having been around the online world including inside of many of the bigger ones I believe you are well on your way to great things…go get’um

Thanks Jonathan!

It’s true – my business went to a WHOLE next level after the launch, and I could write a post like this about JUST that.

I really appreciate your kind words. A lot more of transparent, real, and detailed writing to come. The world needs it.

And a lot more success stories too – this is just the beginning :).

I. LOVE. THIS. COURSE. But you already know that. 😉

I think your greatest coaching weapon comes from your failed launch. You are VERY rigorous when it comes to idea testing, title testing, outline testing, and getting input at every step of the process. It’s interesting to read the backstory of this and it’s now one of the best parts of your coaching.

I was able to launch and go all the way in on an very niche topic because I had market validation.

I’ve taken courses at a higher price point than UGS, and really not gotten the value or results i got with this program. It transformed my writing completely.

Insight #11 was my favorite – that’s another confidence booster. If I know the probable situation of 80% of my subscribers, the angle of my sales page is really already done for me.

I also liked the breakdown of your email sequence – I received every one of these emails, and at no time did I feel like I was in a 16-email funnel. I just noticed Primoz was emailing me more than usual and was fired up about something.

Upon examining the Call To Action recommendations though, this was dead-on.

I have more work to do with Insights #5 and #6. Since publishing my guide, people are reaching out to me with things like “I’m not sure what I need, I just know you’re the expert.” Translation: I’m targeting what they need rather than what they want.

Killer article!


Thanks so much for sharing your takeaways and your super kind words. I do put in a ton of work into UGS, and I’m glad it gets noticed!

I’m so glad you loved the course and the results you got with it already… And am excited to see what the future brings for you :).

And you are absolutely right about the failed launch experience. I feel like that NEEDED to happen to get to where I am today, and it’s definitely a reason why I stress fast but through validation for your guides so much. It makes a HUGE difference.

I feel like that’s how the best things in business happen – out of painful failures and realisations that completely change the way we function (to way better).

Upwards and onwards!

Jane Philipps

Fantastic post Primoz! I think all of the lessons you mentioned are incredibly valuable.

Lesson #1 really resonates with me, as I am working on writing my Ultimate Guide and starting my business on the side, while having a demanding job. Saying no more and ensuring I don’t take on too many projects at once is the ONLY way I’m going to succeed. In fact, just yesterday I received an email from someone asking if I’d be interested in creating course materials for a book. Though the opportunity initially sounded very cool, I politely declined so I can stay focused on what I am working on.

Also, Lesson #9 and Lesson #11 are so important. Going along with the idea of staying focused, making sure you are only launching ONE product to start means you can focus on learning as much as possible from your audience and your launch because you aren’t testing too many variables. Similarly, if you’re creating a sales page for just one audience, you can stay super focused on that part of your customer base. And like you said, some other segments of your audience may also buy your course anyway, likely because they know it will be valuable them in the long run.

I’m so glad you mentioned taking care of yourself in Lesson #13! This is an often overlooked, but very important, part of any launch. I like how you systematically build this into your schedule as well.

Finally, I really like what you said in Lesson #14 about doing one-on-one calls with your customers. Not only will this be valuable for them, but this will also be incredibly valuable for you, because you can learn even more about your customers and what their hopes, fears, and dreams really are. Then, you can actually act on what they’ve mentioned to you as you guide them through your course.

Super impressed with this post and also really glad that you included all of the emails you sent. The fact that you had ~17 emails in your sales funnel for the course shows that you put a ton of effort up front into getting into your customer’s heads and thinking about both their wants and needs. Not to mention, it’s a TON of work to write all of those emails.

Thanks again for all of the great insights!

Thanks for commenting Jane!

These are GREAT insights.

FOCUS is extremely important, and saying NO to get that focus can be extremely hard for all of us.

From saying no to other opportunities, to saying no to different pricing tier, to saying no to writing to more than one audience on your sales page.

The flip side is that focusing on one thing makes everything SO much easier, less complicated and more fun.

I’m looking forward to seeing how you implement these lessons in your business!

Keep me posted :).


Rich Astudillo

Thank you, Primoz!

My biggest takeaways all had to do with how I need to simplify my life:
– Don’t let other opportunities chew away bits of your time
– Talk to one target market, not all possible markets
– Don’t over-complicate the number of offerings

Really excellent article.

Tarek Zalt

Premium content as always! You’re an inspiration when it comes to packing so much value in a piece of content.

My biggest takeaway was to meet the clients where they are. It was a fuzzy concept for me, but you’ve helped clarify it with the email sequence descriptions. I especially liked the example of starting with your customer’s WANT to make an impact, and then sequentially breaking it down with “in order to do that” statements until you arrived at the NEED to make ultimate guides. Definitely a light bulb moment for me!

Thanks Tarek!

Writing stuff like this is the most fun for me, and even though this article took 57 days to write, and though I’ve written / rewritten over 25k words to make it happen, it was SO worth it!

I love that you enjoyed the ladder of desires concept – I learned it from Derek Halpern’s Sales Page That Converts course that made writing my sales page so much easier :).


RJ Reyes

Hey Primoz,

I’m one of your e-mail subscribers who is just amazed at pretty much all the blog post/e-mail you’ve written since I subscribed. My main takeaway from this post was from Lesson #6 on how you mapped out the desires of your customer. I wanted to apply that same technique to help me come up with a good business idea I can test out. I’m a ZTL student who is still struggling to follow through the course but since signing up for your e-mail list, I feel like I’m more inspired to do some work instead of just consume information.

Hey RJ!

Nice to see you here! I really appreciate that you love my emails / blog posts. So happy you’re doing better now, and I can’t wait to see what you do next!


Thanks Primoz. Well done and very go step-by-step for developing content to resonate with an audience. Items #3 & #14 had the closest connection to me today. Specifically in that I’m getting started, my “big rock” right now is #GettingToOne paying customer. Subsequently, the reach-out to each customer is what I’m looking forward to doing.

Keep up the good work.

hey Primoz,

Loved this post. I wish I had seen it 4 weeks ago! Today is the last day of opencart for a new course I launched over at the unmistakable creative. While I hit my revenue goal, I’m going through your lessons and see a bunch of things I wish I had done better! I’ll definitely be fixing that stuff before next launch.

Thanks for being so generous with what you’ve learned in the process.


Hey King!

That’s an awesome name by the way.

Congrats on your successful launch!

DEFINITELY keep me posted on how you use the lessons in your next launch :).


Matt Dye

Incredible article, Primoz! You were able to touch upon every step in the launch where I am having confusion, and give specific, actionable advice on how to overcome the problem.

Jonathan Ballinger

Hey Primoz,

I loved reading the article. I think I bought UGS right after email #9 landed, and I’m incredibly glad I did. This has been one of the best courses I’ve taken.

I think there’s been a perfect storm of timing, material, teacher, and students. This is the first time I’ve gone into a course, seen the list of members, and realised that I have more than a few people I consider friends in the community.

I’ve had many courses where I’ve MADE friends. Having them already at that point gave me a strong feeling that I had joined something remarkable. What I ended up experiencing exceeded that feeling.

I had high expectations going in, and they’ve been left in the dust by what was delivered. It was an agile course that evolved on the fly to meet the needs of the students.

As far as I’m concerned, having taken courses from some of the people you consider mentors, you’re at their level. The good things I’ve experienced with them, I’ve experienced with you as well.



Thanks for the kind words Jonathan!

It’s been absolutely awesome having you in UGS, and I can’t wait to see what the future brings for you :).


Hey, Primoz! Although I don’t have a launch in the works, all of these lessons had something to say to me, from “Look! You do this too! Good job!” to “You should think more about this.”

I probably need to work most on Lesson 7, meeting people where they are. I sometimes oversell, so fewer statements and more questions from me will tell me what my clients need and want. Then I can save all of us time and goodwill by skipping parts of my spiel!

Thanks for the comprehensive write-up, and best of luck on that 100K goal!


Great post! Would you recommend that someone creates an ultimate guide as their first post or should they already have some other content published first? Thanks!

Hey Christine,

UGS students Diana and Nick posted their Ultimate Guides as their first posts on their websites and got incredible results with them – so yes, Ultimate Guides can be great alternatives to creating multiple blog posts and will likely bring in better results.

The downside of Ultimate Guides is that they can take weeks / months to create, so they’re not for people who aren’t willing to commit to that amount of work. I wouldn’t recommend creating an Ultimate Guide to someone who isn’t willing to commit to such a big project and put in the work.

The other downside is if that if you haven’t validated your Ultimate Guide idea well, you could spend months creating something that few people will read – that’s why we have an extremely rigorous system for testing Ultimate Guide ideas with your audience in UGS, so we can prevent that from happening.

I hope this helps!

Primoz, Thank you for this insanely valuable post. I really enjoyed how your walked through step-by-step how you tested this idea, from offering it to 1:1 clients to living and breathing Ultimate Guides for a few months to really understand your audience. The iterations of your sales page are also so powerful, and the language you arrived at it so powerful and specific. Amazing article I will come back to refer to often!

I am blown away by how valuable and detailed this post is. It is so good and so valuable. Thank you so much for sharing. Best product launch behind the scenes ever!

One of the best posts on the real nuts and bolts of launching a product I’ve read.
Thanks for taking the time Primoz.

I have this article bookmarked so that it is there to follow step by step when the time comes for my first launch. This is INCREDIBLE!!! I particularly LOVED how you took us through every single sales funnel email you wrote. Ah-mazing! Thanks for being the gifted, passionate, encouraging, humble, go-getting human that you are!

Comments are closed.