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Horse Racing Experts Platinum Programme: Stage 3 - Funnel Planning

On this page, you’ll find resources to help you plan your marketing campaign. This is a fundamental step in the process and it is worth taking a little time to get this right. If you’ve any questions, drop me a line at

‘Over My Shoulder’ Videos

Planning and Creating a Campaign

Sample Time Line Schedule

Excel FileSample Plan for a launch sequence

Planning your marketing funnel is a key aspect of the whole process.

This section contains information to help you design an overview of your marketing approach.

Its objective is to get you thinking about the components involved in either a launch or a product release. [I encourage the use of a launch tactic, as this is the quickest means of a) building a list, and b) making some money!]

You will use this section in conjunction with other sections of the training materials, but this should assist you in planning your launch/release. (“Fail to prepare, prepare to fail!”)

As a reminder, I'd urge you to share your planning thoughts with me, so that I can help identify any possible issues or opportunities you might have missed.

Below is a sample plan I put together for a product I released last year. It took me about 45 minutes to pull that together, and that work guided me through the rest of the steps. It might take you longer to do, or less time, that's not really the point. The key is to get down on paper what needs doing so you have a view that you can keep referring back to. [Note that it is NOT intended to be an exhaustive step-by-step planner at this stage. Please also note that I have not attached timescales to any of the tasks and activities yet.]

Sample High Level Plan (text file version)

Sample Plan (Excel version)

Part 1: Launch or Release?

Decide on whether to do a 'launch' or a simple release. (HINT: Launches take more effort, but are more lucrative!)

Part 2a: Launch - you should have created all of the below ideally before you approach JV partners, such that everything is planned in advance.

i) What are you going to give away in your launch sequence?

  1. Simple free system (with supporting research)
    1. i. Example here.
  2. A free report - "Seven Steps To Being A Better Lay Punter"
  3. A percentage of the final product (e.g. 10%)
    1. i. Example here.
  4. Some video training (see Frank Kern's marketing for some great examples of this)

ii) You should aim to have around three of these items to 'dripfeed' to your interested parties (see DVD / transcripts for more detail), and - although you may 'give' the first one away, the remainder should only be shared in exchange for someone's email address. This is the first part of the power of this approach: you grow a BIG list in a SHORT time, even when people DON'T buy your product.

iii) Create an email chain to support your launch campaign (in fact, two chains):

  1. A series of emails to encourage your JV partners to promote, at each stage. Remind them of the 'WIIFM' (What's In It For Me, i.e. them) answers. Urge them to tell their list about your latest freebie as you move through the launch sequence.
  2. A series of emails to:
    1. i. Initially, get people to go to your 'free giveaway' or 'squeeze' page, so that they can get something for nothing and, if they like it, sign up to get more of the same.
    2. ii. Thereafter, email the guys who've signed up to tell them you've got something else for them - each time you release more of your free content. This builds massive trust and credibility, and... starts to instil the law of reciprocity!

iv) Don't forget your Sales Letter and your JV Partner Approach - see separate sections for those...

v) Plan your launch sequence:

  1. When are you contacting JV partners (and how much time will you allow for them to respond)?
  2. When are you going to start your launch campaign?
  3. What is the spacing between freebie releases?
  4. Which emails support each stage above?
  5. Have you written your sales copy?
  6. Have you tested / tested / tested?!

Part 2b: 'Simple' Release - this is much easier to implement but still requires planning. You will not get the same list growth, and you are unlikely to get as many sales. But... with a simple release you can keep the sales page up for as long as you like (whereas with a launch, you'd likely take it down after a set period as stated in your sales copy - the point being to urgently drive people there to buy).

i) Establish whether you're going to have a squeeze box in your sales page and, if so, create the incentive (free report or some such) to entice people in.

ii) Test your sales process setup.

iii) Set up your JV process (Clickbank is easiest, aMember has a bit more functionality)

iv) Publish the sales page, and urge JV partners to promote.