This is a Q&A with Mark Duffield-Thomas. Mark is not just an expert in online marketing and affiliate partnerships, he’s also the business partner and husband of Denise Duffield-Thomas, the powerhouse behind the Money Mindset program.
Together, they've achieved incredible success, winning my JV Launch affiliate contest for the promotion of Product Launch Formula six times.
In this Q&A, Mark will share the strategies and secrets that have propelled them to the top.
Ready to achieve similar success? Sign up to become an affiliate here.
How It All Began
Question: Mark, you've had an amazing journey with affiliate marketing. Can you start by telling us about your first big launch using Product Launch Formula (PLF)?
Answer: Absolutely. When we first implemented the full PLF process, we saw a phenomenal $800,000 launch. It was a game-changer for us. We promoted someone else's product with just one email, and the traffic from that single email crashed their server. That initial success set the stage for everything that followed.
From Sports Marketing to Online Marketing
Question: Before diving into affiliate marketing, what were you doing, and how did you transition into this space?
Answer: I was in sports marketing before joining Denise in her business in 2017. Denise had already been successful with a few affiliate promotions, particularly with Marie Forleo's B-School. My background brought a structured approach to our marketing efforts, and Denise wanted me to learn from the best. That’s when I took PLF, and it changed our trajectory.
Climbing the Leaderboard
Question: Your journey with PLF affiliate promotions is impressive. Can you walk us through your progression from your first attempt to eventually becoming our top affiliate?
Answer: The first time we participated in the PLF affiliate contest, we finished fifth. It was an eye-opener and showed us the potential. By the next year, we had refined our strategies and focused all our efforts on the promotion, which propelled us to first place. Prioritizing the PLF launch above everything else during that period was crucial. We dedicated all our marketing channels – blogs, emails, podcasts, social media – to support the launch, and it paid off.
The Importance of Focus and Prioritization
Question: What specific strategies helped you move from fifth place to first?
Answer: We made PLF the priority in our business during the launch period. We avoided juggling multiple promotions simultaneously, which allowed us to focus all our resources on this single effort. By following the Launch blueprint, we aligned our entire team and dedicated our marketing assets to the launch, maximizing our impact.
Selecting the Right Affiliate Promotions
Question: For someone new to affiliate marketing, what should they look for in choosing the right promotions?
Answer: Great question. The first step is understanding the value of affiliate marketing for your business. It's an extra layer of work, but the benefits can be substantial – additional revenue, stronger relationships, and providing value to your audience. When choosing promotions, look for products and partners you trust and believe in. It's also essential to consider what your audience needs and wants. Regularly surveying your audience can help you align your promotions with their interests.
Building Trust and Relationships
Question: Trust seems to be a recurring theme in your strategy. Can you elaborate on its importance?
Answer: Trust is everything. We see our community as an extension of our living room, and we only introduce them to people we trust. Promoting PLF is a perfect example because we genuinely believe in its value. Building and maintaining strong relationships with our partners is crucial. It’s not just about the commission or the prizes, it’s about creating a win-win situation where everyone benefits.
Handling Challenges
Question: What challenges have you faced in affiliate marketing, and how have you overcome them?
Answer: One of the biggest challenges is managing the additional workload that comes with affiliate promotions. It's crucial to carve out capacity within your team and schedule. We've also encountered technical issues, such as crashing a partner's server due to high traffic. To overcome these challenges, we plan meticulously and ensure our partners are prepared to handle the traffic. Open communication is key throughout the campaign to address any issues promptly.
Channeling Competitiveness into Affiliate Wins
Question: You seem to have a competitive streak. How does that drive your success?
Answer: Absolutely. While Denise is the face and heart of our business, I coordinate the promotions and marketing. The affiliate partnerships give me a chance to take on a project and excel. It's about pride and commitment. If you’re going to do an affiliate promotion, go all in and aim to be the best. You get out what you put in, so giving it your best effort is crucial.
Steps to Generate Excitement for Your Affiliate Promotions
Question: How much time should someone dedicate to a launch, and how do you build up to it?
Answer: We start building anticipation a couple of weeks before the launch. Because we have evergreen content, people can find articles and podcasts related to PLF throughout the year. We collect interested leads all year round and then ramp up our efforts about four weeks before the launch. Two weeks out, we intensify our promotions, sending out new and repurposed content, and highlighting key learnings and successes from past launches. This consistent engagement keeps our audience warm and ready for the main event.
Maximizing Impact with Strategic Content Use
Question: So you’re using a mix of old and new content. How do you balance that?
Answer: We repurpose previous blog articles, launch reviews, and stats, but we also create new content tailored to the upcoming launch. This is sent out in our newsletter, which goes out three times a week, and shared on our social media channels. Denise records specific podcast episodes related to PLF and launching, which are scheduled to be released leading up to the launch. We also include ads within these podcast episodes to promote the live masterclass. This way, we maintain a steady stream of relevant content that keeps our audience engaged and ready.
Keeping It Real: The Choice Between Openness and Privacy in Business
Question: You brought up an interesting point about being open with your business results. What would you say to those who are hesitant to share their success, especially if they're not in a niche directly related to launching or digital marketing?
Answer: It’s definitely a personal choice. Sharing your results isn’t a pr-requisite for being a successful affiliate partner. For instance, Denise and I recently decided to keep our kids off social media. Similarly, if you prefer not to share financial details, that's fine. It’s about what works for you and your audience. Denise and I pride ourselves on transparency, which our audience appreciates. However, you can still share the journey of your growth and learning. Talk about how a course or a mentor helped you without diving into specific numbers. The key is to convey the transformation you experienced and how it can help others.
How to Make Any Affiliate Product Work for Your Audience
Question: Many might think it’s easy for you and Denise to promote something like PLF because it aligns well with your business. But in reality, your business focuses on money mindset, not directly on entrepreneurship or online business. How do you bridge that gap?
Answer: It’s true, our business is adjacent to the core niche of PLF. We focus on the money mindset, but we successfully promote PLF by emphasizing the transformation it offers. It’s about the journey and the life we’ve built using these strategies. We’ve seen various businesses on the PLF leaderboard, from breathwork to parenting. It’s about showing how PLF can be applied to different contexts and the personal growth it facilitates. If you’re in a different niche, you can still be a successful affiliate by highlighting how the product complements your audience’s needs. Being an affiliate partner for PLF is a fantastic learning opportunity. You get to observe the best in the business and see what works. The lessons you learn can be applied to any affiliate promotion.
Tactics to Boost Interaction During a Launch
Question: How do you prepare for the main event of the launch, and what do you focus on during the launch itself?
Answer: By the time the launch starts, we have segmented our audience. Those on our waitlist get action-oriented emails, while others might receive content aimed at building interest. We use ads to reach a wider audience and ensure all links and traffic sources are functioning correctly. Our primary focus is on lead generation. The number of leads we generate is the most crucial metric because we trust you and your team to convert those leads. We monitor open rates, resend emails to non-openers, and segment our lists to maximize engagement. The goal is to get as many people as possible to the Launch Masterclass opt-in page and engage with the content.
Engaging with the Community During a Launch
Question: You mentioned a Facebook group. Are you referring to the one we run, or do you have your own?
Answer: That’s the one you guys run. We encourage our audience to engage with you and other PLF Owners there. While other partners might run their own Facebook groups for watch-along parties or engagement, we found it more beneficial to direct our audience to your group. This way, they get support from us, but more importantly, they connect with the broader PLF community. We do have a separate group for those who buy through us, but it’s more of a community space rather than something we actively manage.
Keeping Leads Warm and Excited
Question: Your primary metric is the number of leads. How do you keep them engaged throughout the pre-launch?
Answer: We run two parallel campaigns: one for those already opted in and one for those who haven't yet. For the opted-in group, we focus on keeping them engaged and excited by asking if they've watched the latest video, their thoughts on the live sessions, and preparing them for what's next. We also introduce the bonuses we offer to encourage them to join through us.
Balancing Communication Frequency
Question: During a 10-day Prelaunch, how often should you communicate with your list?
Answer: Typically, we email every two days, aligning with the content schedule of the person we're promoting. For example, if the PLF promotion includes three spaced-out videos, we mail for each video and follow up. During live calls, we vary our emails to our main list, spacing them out more, but for the opted-in group, it could become daily. We balance this by being mindful of your email schedule to avoid overwhelming our audience. We want to engage them without causing email fatigue, which could lead to unsubscribes.
Strategic Planning and Engagement
Question: How important is it to have a detailed launch calendar?
Answer: It’s crucial. Knowing the exact schedule helps us plan our promotions effectively. We think about where our customers are in their journey – whether they are new to you, skeptical, or ready to buy – and tailor our communications accordingly. It's similar to running our own launch.
Unique Engagement Tactics
Question: Are there unique tactics you use during the pre-launch to keep people engaged?
Answer: Personal interaction is key. We engage with people on social media, respond to blog comments, and initiate conversations about PLF. This personal outreach can be very effective, as seen with our competitors who have deep personal relationships with their audience. Additionally, we run ads that align with our email sequences to keep people engaged and informed about the launch.
Adjusting Strategies Based on Real-Time Feedback
Question: What do you do if things aren’t going as planned during the launch?
Answer: We monitor performance closely. If numbers are off, we might send additional emails or increase ad spend. For example, during a close competition, I spent more on ads over a weekend to gain an edge. It’s about being flexible and responsive, adjusting strategies as needed based on real-time feedback.
The Power of Community and Competition
Question: Our partners, including you and Denise, are very supportive in our partner group. How does this community aspect impact your approach?
Answer: The community and friendly competition are great motivators. Seeing others succeed and learning from their strategies helps everyone improve. While being at the top of the leaderboard requires a substantial audience and commitment, even new affiliates can start small, make a few sales, and learn from the experience. The excitement and buzz generated by everyone working together benefit the entire launch.
Effective Use of Facebook Groups in Affiliate Promotions
Question: You mentioned a Facebook group. Are you referring to the one we run, or do you have your own?
Answer: That's the one you guys run. We encourage our audience to engage in your group because it connects them directly with you and other PLF owners. While some partners might run their own groups for engagement, we found it more beneficial for our audience to be part of your community. This way, they get support not only from us but also from the larger PLF community. We do have a separate group for those who buy through us, but it’s more of a supportive community rather than something we actively manage. In the early phases of the launch, people are already in several Facebook groups, so it makes sense to direct them to yours.
Managing Two Campaigns: Opted-In and Non-Opted-In Audiences
Question: Your number one metric is leads. How do you manage them throughout the pre-launch?
Answer: We run two parallel campaigns: one for those who have already opted in and one for those who haven't. For the opted-in group, we keep them engaged by asking if they've watched the latest video, their thoughts on live sessions, and preparing them for what's next. We also introduce the bonuses we offer for those who join through us. For those not yet opted in, we align our emails with the content schedule of the person we're promoting, sending emails every couple of days to keep them informed and engaged without overwhelming them.
Balancing Email Frequency and Content
Question: How frequently should you email for a promotion that isn't yours?
Answer: Generally, we email every two days, aligning our communication with the content schedule of the person we are promoting. For example, when promoting PLF, if you have three videos spaced out, we mail for each and follow up as needed. During live calls, our emails might be more frequent, such as reminders before a call and recaps afterward. However, for our main list, we space out the emails to avoid overwhelming them. It's important to be mindful of the promoter's email schedule to prevent email fatigue and maintain engagement without causing unsubscribes.
Importance of Calendar Planning and Audience Segmentation
Question: How important is having a detailed launch calendar?
Answer: It's crucial. Knowing the exact schedule helps us plan our promotions effectively. We consider where our customers are in their journey—whether they're new to PLF or to you, skeptical, or ready to buy—and tailor our communications accordingly. It’s about running the promotion as if it were our own launch, understanding the sequence, and segmenting the audience based on their engagement levels.
Unique Tactics for Pre-Launch Engagement
Question: What unique tactics do you use during the pre-launch to keep people engaged?
Answer: Personal interaction is key. We reach out to people commenting on our blog posts, videos, or podcasts, asking if they've seen the Launch Masterclass or if they have any questions. This one-on-one engagement helps keep people interested. Additionally, we run ads that align with our email sequences to reinforce our messaging. This multi-channel approach ensures our audience stays engaged and informed.
Adjusting Strategies Based on Real-Time Feedback
Question: How do you handle situations when numbers are off during the launch?
Answer: Monitoring performance closely allows us to make adjustments. If numbers are off, we might send additional emails or increase ad spend. For instance, during a close competition, I spent more on ads over a weekend to gain an edge. It’s about being flexible and responsive, adjusting strategies based on real-time feedback, and leveraging the competitive insights we gather from the partner group.
Leveraging Community and Competition
Question: How does the community aspect impact your approach?
Answer: The community and friendly competition are great motivators. Seeing others succeed and learning from their strategies helps everyone improve. Even if someone is new or has limited capacity to promote, they can still participate, make a few sales, and learn from the experience. The excitement and buzz generated by everyone working together benefit the entire launch. It’s a supportive environment where we share what we've learned and help each other succeed.
Question: Over the years, we've always changed and innovated our launch sequences. How did you find last year's change to short bingeable videos leading up to a broadcast?
Answer: It worked well for us. The shorter videos were engaging and kept our audience interested. We adapted our communication strategy to align with this format, ensuring our emails and social media posts reinforced the messaging of the bingeable videos and drove engagement throughout the launch sequence.
Strategizing Bonus Offers and Campaigns During Open Cart
Question: Do you add bonuses throughout the Open Cart period, or do you come out with your best offer right at the beginning?
Answer: We do both. We found that a strong fast action bonus is very effective for us. Often, we do 30-40% of our sales on the first day because of this. Our fast action bonus usually includes access to Denise through an intimate coaching call, which excites and motivates people. Towards the end, if we need an extra boost based on competition or leaderboard standings, we might add more incentives like additional coaching sessions. However, we avoid adding bonuses midway to prevent early buyers from feeling left out or confused. We prefer to go strong from the start to set the tone and establish our position on the leaderboard.
Timing and Targeting During Cart Week
Question: Do you adjust your strategy based on the results throughout the Open Cart period?
Answer: Absolutely. We strike hard at the beginning and then monitor the results. If necessary, we add something in the last 24 hours. However, we're mindful of what you guys are doing to avoid overwhelming the audience with too many bonus offers. It’s about balance and ensuring clarity for the buyers.
Question: During the cart week, do you target just those who have opted in, or do you go out to your full list again?
Answer: Not every email goes to the full list. We stick to our normal schedule of two or three emails per week, mentioning launch-related content or adding a “PS”. We might hit the full list on closed cart day. For those who have opted in, we treat it like a mini-launch, with emails about fast action bonuses, case studies, FAQs, and more. It’s a focused effort to convert those leads while keeping the broader audience informed.
Unique Tactics for Engagement During Cart Week
Question: What unique tactics do you use during cart week to move sales?
Answer: Apart from adding bonuses, we do live calls, Facebook Lives, and Q&A sessions to keep engagement high. Personal outreach is also crucial. For one of our launches, Denise recorded personalized video messages for the top 100 most common names on our list, which we then sent out. This took a lot of effort but paid off significantly. Simple one-line emails or voicemails asking if they’re still thinking about joining PLF can also create opportunities for conversation and conversion.
The Value of Personal Outreach and Community
Question: Even with your success, you still emphasize personal outreach. Why is that?
Answer: Personal outreach is key, especially for those starting out. It helps build momentum, and even a few sales can boost confidence and visibility on the leaderboard. Engaging with the audience directly shows commitment and can lead to more sales. This approach has worked well for us, and we plan to continue it, especially considering the success others have had with deep personal connections.
Question: Smaller lists can be more responsive. How does this impact your strategy?
Answer: Smaller lists indeed tend to be more responsive. This makes personal outreach even more valuable. The first few times you do this, you learn a lot, which compounds over the years. By now, we’ve promoted PLF nine times, and our experience allows us to know what works and what needs tweaking. Starting now, learning as you go, and applying these lessons to your own business and future affiliate programs can be incredibly beneficial.
Utilizing Resources and Staying Engaged During Affiliate Promotions
Question: You mentioned that Jon, one of my affiliate managers, provides support and materials. How important are these resources to you as an affiliate promoter?
Answer: They are incredibly valuable. The schedule and clarity about when things are happening are essential. Confidence in the links and tracking working correctly is crucial. Having content from you about how best to introduce you, how to talk about PLF, and angles for telling our story is invaluable. We still use swipe copy, graphics for social posts, bonus pages, and ads. Photos of the person you’re promoting, like you and Denise together or with the PLF logo, are great for creating graphics. Clarity about promotions, prizes, and deadlines is also important. Cash prizes and leaderboards are motivating, but even without them, a great offer with good commissions can still be worth promoting.
Strategies for a Strong Finish
Question: If you’re in the middle of an affiliate promotion for the most amazing taco experience and just lost the number one spot, how would you win it back in the last day or two?
Answer: I’d look at bonuses we could offer, see who else is promoting, spend more on ads, and reach out to people via Messenger and Instagram. I’d follow up with our list, do personalized voicemails, and find out what’s holding people back. It’s about pulling every lever to get people moving.
Question: We’ve talked about designing a $10,000 taco offer. If you were doing an affiliate promotion for that, it could be interesting.
Answer: Absolutely. Creating urgency and offering something unique can make a big difference. Personalized outreach and understanding objections are key.
Encouragement for New Affiliates
Question: To wrap up, why should people dare to launch or do their first affiliate promotion?
Answer: Winning and prizes are great, but for those starting out, it’s about the learning and exposure. Launching teaches you about the process, how to be successful, and gives you extra exposure to mentors and like-minded people. The money is a nice reward, but it’s also about building relationships and learning for the future. Despite all the details, it doesn’t have to be complex. Pick up what’s provided, plug it in, and give it a try. The benefits and learning compound over time, making future launches easier and more successful.
Jeff Walker: Thank you, Mark. It’s been amazing to see what you’ve built.
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As seen in this Q&A with Mark, promoting for others as an affiliate can be an incredible way to boost your business and strengthen your overall business strategy.
If you're interested in becoming an affiliate and joining us in promoting PLF, you can sign up here.
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