Behind the Scenes of our Latest Six Figure Product Launch


In today’s episode of the ProBlogger Podcast, I discuss the behind-the-scenes view of our latest product launch, which made $US120,000.

On my main blog, Digital Photography School, we have more than 30 products, and the Lightroom Presets Pack was our most recent. Today I go through the complete life cycle of the product, from how we came up with the idea, how we marketed it, how we launched it, and how it went.

I also describe how I learned about great marketing and launch strategies, and also what kind of things my audience would respond to by first promoting someone else’s product as an affiliate. Not only do you get to see for yourself the strategies other people are using to sell a similar product, but you can also gauge the reaction of your own readers to things like price points, email frequency, and interest in the product.


Today I discuss:

  • how long our Lightroom Presets Pack took to produce (and how we go about deciding what to produce in general),
  • our marketing system, how it works (and how this particular system was slightly different),
  • how we launch,
  • how we priced the product,
  • the discount we gave and why,
  • the competition we incorporated into the launch,
  • what kind of email campaign we usually run, and how we deal with it if the campaign isn’t working well, or if it is successful and needs extra time,
  • how often we send emails,
  • what was in the emails

I also talk about how we promoted this sale outside our email list – on the blog, on social media, etc , and how well that worked.


Of course it’s not always enough to retire on the launch success alone, so I also include our plans to continue sales after this initial run, how we incentivise affiliates to sell, what happens when affiliate sales aren’t as strong as we hoped, and what percentage they each make per sale.


I would love to hear your feedback on this process – what do you differently? what do you similarly? what kind of products do you have in development at the moment? feel free to leave a comment here, on the show notes, or on Twitter – I’m @problogger.

Further Reading:

How to Create Great Content For Your Blog – Q&A, Part 1

How to Create Great Content For Your Blog – Q&A, Part 1

Today’s episode of the ProBlogger podcast is a melting pot of your inquiries – really diverse topics, such as:

  • Should I share personal posts on my business blog?
  • How often should I be posting on my blog?
  • How do you develop compelling content?
  • What days of week/time of day are best to post?
  • How did you come to have the great writing skills that you use to blog? Did you ever get any formal training?
  • What have been your most effective techniques for engaging readers? What types of posts have generated lots of authentic comments from your readers?
  • Where do you get your ideas for content? Do you have any techniques/tips to share?

I’m sure these questions are ones that more than one person has, so I’ve given quite extensive answers to each.

You can find episode 41 of the ProBlogger Podcast “How to Create Great Content For Your Blog – Q&A” at, along with show notes and extra reading.


I’m also planning on doing a part two to this series of Q&A podcasts, so feel free to head to the Facebook page and submit your question here.

Further Reading:

7 Productivity Tips for Bloggers

7 Productivity Tips for Bloggers on

If you’ve been listening to recent ProBlogger podcasts, you’ll know the last two episodes featured questions I asked listeners: how are you? (as part of the biggest lesson I’ve learned in blogging in 2015), and what is your why?

In today’s episode, I ask a third question: how are you using your time?

Knowing your why gets you started on the road to success, but how you you use your time is how you’re going to get to your destination. Over the years, I’ve realised I need to do some analysis on how I spend my time and come up with some strategies to use my time more effectively.

Today’s podcast is all about the 7 productivity tips I’ve used, particularly over the last year, to help harness my time and stop wasting it.

From getting an overview of your working habits initially, to what I’ve learned about how I spend my time, the tools I’ve used to track my online habits, and how I’ve figured out what the best use of my time actually is, these 7 tips should get you on the right track to your destination. I also share my new, revised weekly schedule, how I devised it, and give you ideas about how you can create your own.

We also discuss the workflows, systems and routines that help me automate small, achievable steps. I’m less overwhelmed, I’ve eliminated decision fatigue, and I’ve learned to delegate or outsource where necessary.

You can find episode 40 of the ProBlogger Podcast “7 Productivity Tips for Bloggers” here.

Further Reading:

20 Tips on Writing Building a Great Blog [Watch the Blab Replay]

Live streaming technologies seem to be everywhere at the moment with the release of tools like Meerkat, Periscope and Facebook Live.

While other tools – like Google Hangouts and older tools like Ustream have been around for years it seems that these new tools are getting easier to use and have better and better features. More importantly they’re working better and better on mobile.

One of the new tools that I’ve started using in the last week is Blab – a tool that enables you and three other people to live stream at the same time on the same page and to have an interactive conversation while potentially hundreds or even thousands of others watch on and interact with you in streaming comments. It’s like the lovechild of Google Hangouts and Periscope.

Blab is still in beta but I’m almost overwhelmed with the possibilities of this tool for bloggers and have run a few blabs of my own to test it.

The biggest of these was this morning in a blab where I presented 20 tips for building great blogs.

The blab only finished a few minutes ago but Blab have already emailed me an audio and video file of the session and sent me the embed code which I’ll paste here.

At present the embed code doesn’t show you any of the comments from the chat but you can head to this page to see the replay, the last 200 comments and to see how the tool looks (there were many hundreds if not thousands of others).

While you’re there if you sign up for an account (it uses Twitter to set up your account) please do follow me here and you’ll be notified of future blabs that I do (I’ve got more planned as it’s been so good so far). You’ll also see my previous blab replays listed on my profile page if you want to check those out.

PBEVENT 2015: A Roundup of Tips and Advice Shared at the ProBlogger Training Event Sessions

A roundup of tips shared during the sessions at PBEVENT 2015

credit: Mick Russell

On August 14 and 15, more than 700 bloggers and online creatives descended upon the RACV Royal Pines on Australia’s Gold Coast for two days of learning and networking at the ProBlogger Training Event.

We had wonderful speakers – Pamela Wilson from Big Brand System and Copyblogger, Heather B. Armstrong from Dooce, and Jadah Sellner from Simple Green Smoothies were a few of the international contingent, and there was a strong representation of speakers from all levels of Australian blogging. The topics ranged from how to cultivate your blogging voice, to how to run your blog like a small business, and everything in between.

One of the key themes of the event was to make small changes. In my opening keynote I talked about how small changes were needed in your health and wellness too, as these factors will impact your blogging and online endeavours. I also shared my tips for productivity and encouraged attendees to think about their “why” – what was the purpose of their blog that drove them? Only when you know and work in accordance with that will you be successful.

This post focuses on some of the main ideas and recommended action steps that came out of the training weekend. We’ve linked to further resources where possible.

Look at your life


Credit: Mick Russell

Self Care:

It’s so important to get the foundations of any business right, and the foundation of everything is you. How are you? No, really? Are you eating right? Getting enough sleep? Exercising? Paying attention to relationships? All of these things and more (including knowing your purpose) impacts on every aspect of your business.

  • Start tracking your movement
  • Take a daily walk in the sunshine

I have provided more tips on living a good life at Feel Gooder.



  • Monitor how much time you are spending responding VS how much are your spending creating. Many people recommended Rescue Time to help them discover where their online time went.
  • Action: write down three tasks you can batch process. I wrote How Batch Processing Made Me 10 Times More Productive in 2008.
  • Know your best hours to work. First thing in the morning? Lunch time? Afternoon? Evening? Read: How To Figure Out Your Most Productive Time Of Day
  • Find an accountability partner. Some attendees are creating groups to help support them
  • You don’t need official mentors. Action step: find someone whose work you love and get to know more about their work and personality
  • Look at your goal list. Can you change it to have bigger goals with smaller supporting goals?

Blogging Basics:

Google Analytics

Community Management:

  • What small actions can you take to love and delight your community?
  • Make a list of ways you can pay it forward
  • Action step: list the simple actions people can take to move people closer to their transformation. What is the gateway problem you can solve? Don’t overwhelm with the value: What is one simple thing your audience can do?

Content Marketing:

Planning content:

  • Identify and create a profile for your dream reader. Use Pinterest and Instagram to help figure out who you want to serve.
  • The best content are posts/resources that are insanely useful. Create a list of posts you can write that will make life easier for your readers. Look at speaker Pamela Wilson’s resources page for a brilliant example of the type of posts to write.
  • Commit to critically assessing your blog posts before you press publish. Is there a payoff for the reader? Am I communicating more than one idea? Am I making it hard for the reader to act?
  • Look at the images you are posting on each platform. Are the images native to that platform? Look at using the recently launched Canva at Work to easily resize them
  • Plan out your next month of content in advance.The article How to Build a Content Calendar can help you with this.
  • Write down 100 ideas for blog posts. Need inspiration? Check out The Ultimate List of Blog Post Ideas
  • Check out your draft posts. Could you use any of these ideas to come up with a list of 100? Thanks to Tonya Grant from our Facebook community for that idea.
  • Invite people from your email list to an informal focus group on the phone. You can incentivize them with free or cheap access to a product, or offer a free coaching question in exchange. Amy Porterfield offers advice about this process in How to Create a Survey to Find Your Target Market

Email Marketing

    • Brainstorm ideas for a challenge. Create a Facebook group to test the idea and build initial momentum. You can check out my original Challenge, 31 Days to Build a Better Blog, and the updated podcast version. This started via blog posts but is a great way to learn.
    • Look in your blog community for people who have created challenges as part of the opt-in process. Analyze the content. What are they doing right? What could they do better?
    • Link your social media profiles to your email unsubscribe. They may not want to communicate with you via email but would be interested in content on a different platform. Want more ideas to integrate social media and email? Check out Buffers post 6 Creative Ways to Combine Social Media and Email
    • Tailor the content to user site behaviour or a specific registration/landing page
    • re-engagement campaigns can improve list health. If they don’t connect with your campaign, you can drop the subscribers. You can learn more about email engagement campaigns via this great course at Hubspot.
    • Uncover the needs of those you want to serve in a welcome email ask who are you, your hopes and dreams what’s getting in the way?

Content events:

Pamela Wilson delivered a great presentation on Content Events. These events are designed to build your list and make your audience love you. You can learn more about this concept in Pamelas fabulous post on the subject at Copyblogger.

The following action steps apply to those that are interesting in developing a content event.

  • Give your a content event a name that makes people want to attend. Promise a solution, create curiosity and promise a benefit
  • Create a graphic around your event.
  • Give those that are attending for the first time a separate email to stay in contact.
  • new first time attendees give them a separate email to stay in contact
  • Create a thank you page for those signed up to attend your event. It really builds goodwill and makes people feel special
  • Create a special offer for an older product after your content event. This can increase sales.
  • Find ways to continue the conversation after the event. Send resources like a checklist, transcript, replay or resource list.

Need an example of content events? Check out out Pamelas example at Big Brand Webinars.



Credit: Mick Russell

Video was mentioned during a number of sessions. A lot of the advice was about practical skills that you could immediately apply

  • Look at Vimeo pro. It was recommended for hosting videos that you only want certain people to see. They work on every device and puts controls around who sees the videos
  • Watch Australian story to see how they put together their stories for inspiration for your video.
  • Sign up for Bloggers Video School (if allowed.)

Social Media


  • Experiment with scheduling. Post at different times of the day and see what response you get.
  • Try out Co-Schedule to see if it works for you.
  • Decide on specific times each day when you will interact with your fans on Facebook. You can experiment with different times, but stick to the original time limit.
  • Ask relevant friends to share your Facebook page. This is a good way to create an initial audience on Facebook
  • Asking prescheduled questions on Facebook can reduce the overwhelm. Watch this video from Amy Porterfield to learn how to ask the questions that get your Fans talking.


  • Ask yourself: why do I want to be on Instagram? You shouldn’t be on there because you think you should. You need a compelling reason. If you lack a good reason, consider not using the platform.
  • Look at your brands Instagram account. Are you posting a lot of personal images? If so, look at creating a separate account. If you want a great example, look at the Instagram profile for Interiors Addict.
  • Optimize your Instagram bio. Look at How to Write Instagram Bios for Businesses.
  • Create a hashtag strategy for Instagram that makes it easy for people to find your photos. Read How to Identify Relevant Hashtags for Your Business for tips.
  • Hire a friend that is a really good photographer to take photos for you. This is more authentic then stock photos. If you can’t afford this, offer to barter services.
  • Think right now: who are 3 people in similar fields to you who may have a similar dream client? Can you cross promote with them?
  • Use Iconosquare to learn about the key metrics about your Instagram account.
  • If you are a lifestyle brand, look at showing a ‘day in the life’ of the lifestyle product. Example: one day of a cleanse
  • Create keyboard shortcuts so you don’t have to copy and paste all your hashtags from notepad. This video from Dotti Media shows you how to do this.
  • Seek out Feature Instagram Accounts. These are posts that curate photos from the Instagram community according to them. Use the relevant hashtag in your photos to catch the curators attention.You can learn more about them at Instagram 101: What Are “Feature” Accounts?


Ruth Soukup, From Living Well Spending Less, spoke on ways we could improve our Pinterest presence. She dropped a lot of knowledge in a short amount of time.


Selling products:

  • Do you have more than two products? Ask yourself: Can I integrate others into the sales process?
  • Ask around in your community for find your design team. You can ask people publicly via social media or ask your peers privately
  • Looking an information product designer? Look at the people who designed products you are in love with
  • Idea: Create a manual for your affiliates. Walk them through the technical process step by step. This will prevent many of the support queries you can get. You can also include ideas on how to increase conversions.

Landing pages:

These action steps are primarily for those who have finished, or need to improve, their current landing page.

  • Once you have finished your sales page, take a break. Walk around reading it out load viewing on your tablet. You will be able to pick up many errors this way.
  • Add a urgent call to action to your landing page, such as a special price or the product only being available for a period of time. Make sure this is genuine though.
  • Test your landing page. Does it load quickly? Work on mobile? Work with images off?

Need more ideas? Check out 101 Landing Page Optimization Tips from Unbounce

Working with brands:

  • Make a list of the brands you like to work with.
  • Look at the list of brands that you like. What are their social media channels?
  • Think about ways you can naturally include them in social media conversations to get on their radar.
  • Research the names of brand managers. They are the people you should be talking to
  • Look at your media kit. Does it need to be updated? If so, do it

If you’re interested in attending the ProBlogger Training Event for 2016, you can register your details here.

ProBlogger Podcast 39: What is Your Why?

Blogging: What is Your Why?

The previous episode of the ProBlogger podcast asked you a very simple question that I think is the basis of all that we do: “how are you?”. How are you physically, emotionally, with your health? Are you blogging from a solid foundation of wellness? Are you taking care of your personal needs?

I shared a very personal story about what happened when I realised I wasn’t doing that any more – and the steps I took to get back on track. Once I re-cemented my foundation of wellness, it had a noticeable impact on my blogs.

Wellness is usually considered to encompass diet, exercise, rest, relationships, spirituality, but also purpose. Having a purpose impacts positively every aspect of your life and health, and it even helps increase productivity – and this is all going to impact your blog.

When my blogs have been firing on all cylinders, it usually correlates with those times in my life when I’m really working from the core of my “why” – my purpose.

Over the years, sometimes your purpose gets a little lost by the wayside. You get distracted from your why. Sometimes the blog runs away on its own and you feel as though in the machine of content creation, internet marketing, fulfilling reader expectations, and you get further and further away from the nucleus of what you wanted to create, why you started blogging in the first place.

In today’s episode, I talk about why you need to drill down and encapsulate your “why”, and how it then impacts your what and your how. How reconnecting with your why can help guide you back to a positive frame of mind about blogging when the inevitable blog slump or burnout happens. How it can raise your productivity and how you can harness it for successful blogging.

I talk about what happened earlier this year when I realised I needed to shut down a profitable part of my business, and how it ultimately set me on the right path, although it isn’t an easy decision to turn off a successful income stream. But it wasn’t furthering me on the path of my why, and I knew that I could be more useful elsewhere (and I discuss what I did instead that has been even more successful than I hoped!).

Click here to listen to episode 39 of the ProBlogger Podcast: What is Your Why?, read the show notes and leave a comment about what you think your why might be.

Further Reading:

The Biggest Lesson I Learned About Building a Profitable Blog in 2015


Episode 38 of the ProBlogger podcast is focused on something I’ve learned in the course of the past year that I think has the potential to transform not only your blogging, but many areas of your life.

Today’s episode is personal – my personal journey of the last nine months. I talked about it at the ProBlogger event a few weeks ago now in my opening keynote – an unexpected topic perhaps, but one that I think is so useful as the foundation of everything, including building a profitable blog.

The question I want to ask you today is the question we get asked all the time: “how are you?”. Not your blog, not your business, but you?

Not just answering “good”, or “busy”, but finding out how are you really? Don’t gloss over the question – really ponder the answer.

The biggest lesson in blogging I’ve learned this year, is that if I want my blog to shine, I need to move beyond the minutiae of monetising, finding readers, creating content – I need to work on making myself shine. The wellbeing of my blogs is directly linked to the wellbeing of me, and I had been letting myself go.

Late last year I went to the doctor for my annual health checkup, and what he told me changed the trajectory of not only my life, but my blogs as well. He gave me a list of things to work on to get my health back up to speed – a whole list. It was stuff I already knew but had never really done anything about. Seeing it there, in list form, was confronting.

I left that doctor’s office feeling pretty low. I didn’t sleep well that night, as I thought about all the things I needed to change in my life. I even pondered the stuff that the doctor didn’t know, but that I knew was an issue.

The story I want to tell you today is how that day was a pivot point for me, and how putting my health and wellbeing first has made such an impact on my blogs and my work ever since.

I hope it inspires you to examine the parts of your life that need changing, to inspire you to take your health seriously and to stop forgetting to exercise, forgetting to eat well, forgetting to get your priorities in order as we churn on through the hamster wheel of work. I hope it helps you set a solid foundation from which your blogs and online endeavours can grow.

Click here to listen to episode 38 of the ProBlogger Podcast: The Biggest Lesson I Learned About Building a Profitable Blog in 2015.

I’d also love to hear your feedback on today’s episode, either here or at, and your answer to the question: “how are you?”.

Further Reading:

Grow Traffic to Your Blog Through Guest Posting and Creating Content for Other Blogs, Forums, Media and Events

Grow Traffic to Your Blog Through Guest Posting and Creating Content for Other Blogs, Forums, Media and Events on ProBlogger (the podcast)

Today’s episode is the fifth in this series we’ve been exploring on the ProBlogger Podcast about finding readers.

To get you up to speed, you can find the first four here:

So once you’ve started creating great content, and you’ve found your readers where they’re already hanging out, you can take the next step: creating content or guest posting for other, larger sites to help build your profile and drive traffic.

One of the best ways that you can showcase the kind of value that you’re able to deliver to people on your blog is to create that kind of content for other destinations on the web. But of course, the first thing you need to discern is what we discuss in episode 33: who are you trying to reach? And where are they? That will help you determine who to guest post for, or where to have your content published.

In this episode I will help you find where your ideal readers are, and also what kinds of content you could create to best show your skill and style in places other than your blog. In future episodes, we’ll drill down into each of the strategies I suggest, but for today it’s great to get an overview of how and where you can expand your reach.

Your goal should be to create your best content for these channels you choose in order to demonstrate credibility and authority and that you provide high value in all places, including your own blog.

We discuss:

  • How to add value
  • Building a portfolio of this valuable content elsewhere
  • Pitching ideas
  • What makes it more likely that you’ll be accepted
  • How to promote that content to your own networks
  • Multiple pitches
  • Short term burst strategy, featuring on more than one place at once
  • How to drive traffic without being spammy

So head over to for episode 37: Grow Traffic to Your Blog Through Guest Posting and Creating Content for Other Blogs, Forums, Media and Events, show notes, and to leave a comment, or a review.

Further Reading

Find Readers for Your Blog Through Commenting and Relationships

Find Readers for Your Blog Through Commenting and Relationships on

In the last episode of the ProBlogger podcast we talked about how to build a sticky blog to keep readers on your site. Today, we’re going to talk about how to find them in the first place by building community, strengthening relationships, and commenting on other blogs.

It’s important that not only you build great content that hooks the reader in, makes them want to read more, and makes them want to share it, but it’s also important to find readers for that content.

Before we get started on today’s episode, I want you to recall what we discussed in episode 29 about identifying where online your ideal readers are. It’s all very well and good to promote your content, but what if you’re promoting it to the wrong people? So if you did the exercises in that episode, you should have a list of places your ideal reader is hanging out: blogs, forums, social networks, who they’re following, the podcasts they listen to, etc – this will be the basis of where you will look for places to be useful and build your profile.

Today I want to focus on two things: prolific usefulness through commenting, and networking/relational growth.

The first idea, prolific commenting, is definitely a low-level strategy that won’t bring heaps of traffic, but it will help you gain confidence and get the lay of the land. It’s also useful for getting your name out there, as people begin to see it and remember you. I talk about this strategy more in episodes 9 and 20, but it’s a really good place to start. I do give extra tips in today’s episode about how to do this well on Twitter and even in YouTube comments.

The second strategy revolves around strategic networking and building relationships with others in your niche that can help to grow your profile. There are quite a few ways to do this, from informal online networking to pitching influencers, and I list the options available to you, and the best ways of making them work.

To listen to today’s episode and to view the show notes, head to ProBlogger Podcast Episode 36 Find Readers for Your Blog Through Commenting and Relationships

Further Reading