4 lessons from a so-so CopyHour launch

CopyHour Late Night ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ I just finished up the May '23 re-launch of CopyHour... And let me tell you... I will NOT be buying that mega-yacht I had my eye on. Dang. The launch went aight but it certainly wasn't a homerun. How many copywriters/marketers out there tell you when things don't quite hit? Not many I'd wager. I guess I'm not that kinda basic B. Anyway, here are some lessons learned from a not-quite-awesome launch: 1 / Courses & info product businesses are all about 2 engines: - Lead engines. You need new leads - Product engines. You need new products. Over the past 6 months, the CopyHour lead engine has been mostly idle. (Some people on this list still probably aren't even aware, but I bought CopyHour back on May 1st after being "acquired" in November '22. [Details.]( I wrote a bunch of newsletters in April, but the amount of new names hitting the leads list has been minimal. CopyHour is also not a new product. I released a new & updated version but I'd wager that if someone was going to buy CopyHour, they probably already bought it in November '22 or January '23. For my current list, a new product would have performed better. 2 / Ending on a weekend (especially a holiday) is no bueno. I normally end my launches on Sunday but I think I'm done with all that. Monday through Friday could accomplish the same numbers. 7 days down to 5 won't matter too much when the first and last days are always the biggest anyway. Having a clear deadline in place is more important than extending a sale by 2 days. Plus, with a family, working on the weekend is much more difficult (no school or nanny help). 3 / Recession fears? Maybe. Generally, a product like CopyHour (teaching a money-making skill) does well when times are tough. A $500 price point really is not a lot for a product that has made people millions -- but perceptions are important. What I mean is, I didn't do a good enough job connecting the dots between learning the skill of copy and making money with that copy. This type of messaging is more important than it was even a half year ago. Speaking of messaging and perceptions... 4 / AI is on everyone's mind I like to joke about being anti-AI but I'm actually gung-ho. I think some copywriters fear it too much (thanks in part to gate-keeping guru copywriters hitting us with non-stop FOMO). But my point is, the market wants to hear about AI. They want to know how to use it. And I'm the handwriting guy. So I could go deeper into the old man angle of "don't use it" but that wouldn't be honest. I'm excited and I think arming already trained copywriters with AI is going to be an unstoppable combination in the near future (already trained is super important and you'd know that if you've used AI at all thus far). Again, I don't think I did a good enough job explaining that I've added AI into the CopyHour mix (mainly for research). That's it. Some good lessons were learned and that's what it's all about: adapting to the times and to your customer's desires. Cheers! - Derek +++++ Recommended product: [Daily Email Income]( Sent to:{EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE 5007, WALNUT, CA 91789,