So recently I was privy to the BEST fucking launch ever in the history of launches!
I’ve seen a ton of launches since starting my first business back in 2004. Most of them were… average. Some were OK-ish, and a small number were impressive enough to hold my attention…
But the sweet—deliciously gooey and yummy—Nutella launch award goes to my friend Bushra Azhar. I love that woman.
She is BRILLIANT. A nerd maybe, but a brilliant nerd nonetheless!
I learned more from her about (ethical) persuasion in just four weeks than I’ve learned from all my copywriting mentors and coaches. Mind you, I’ve had some of the most awesomest coaches. But B is awesomer because she is a persuasion nerd.
Since studying her genius, my email opening rates have doubled and tripled.
My click-through rates look so much better already, and I have yet to crack open EPS 2.0.
(Yeah suckers, I went to battle and got the coveted licence, so bite me!)
The truth is… Bushra is da bomb diggity in all things persuasion.
I’m not surprised to see why her customers are eagerly buying everything she offers.
When I grow up I want to be more like B. To have her magic. Her persuasive powers. I’m almost 50 years young and I haven’t given up hope just yet.
B is a brilliant persuasion master. She’s built a successful business in a language that isn’t native to her mother tongue—like me.
I like B because I can relate to her in so many ways. (Can you spot her secret super powers here?)
I can relate to her, yet she always manages to surprise you with the unexpected—and delights you with her sparkling personality.
I can relate to her business success, and her strange accent that sounds wery vonderful indeed.
(FYI: that wasn’t a spelling error, B will totally get the joke.)
So B did this launch that went down as the most hypnotic tease in the history of launches.
It was a feeding frenzy.
People were desperate to fling their credit cards her way so that she could take their damn money.
I was right in the middle of the action. Ready to buy, feeling… wanting… desperate for the high.
It. was. that. GOOD!
Oh yeah! It was great. The rush. The madness. The craziness.
And in the middle of it all. Her website crashed.
The crowd went wild.
Poor B was in hysterics—understandably. Her designated helper Seema turned into the supremest version of Warrior Woman. Seema fucking owned the chat roll and rode the frenzied wave of comments with the coolest supreme skills of a true champion. I love that woman. If you want a true support rock star by your side, you’ve got to holler to Seema, because she is da bomb diggity!
Can you picture the hysterics, tears and frustration? Can you visualise the raw emotions as they gripped us in their fangs… (got it?), GREAT!
Want to know what happened next?
The rest was pure fucking MAGIC!
We did what humans do best when the best-laid plans go to shit.
We bantered. We connected. We were charged up. Felt alive. And we supported each other with the best comments (+ love) anyone could wish for in moments like these.
It’s hard to explain the magic we felt.
If you weren’t part of the experience, I’m really sorry you missed out. Because the lessons we all learned that day are going to stay with us and help us build better businesses for the rest of our lives. The proof is in B’s community.
So how do you tease readers into a buying frenzy?
B’s launch went down like a perfectly orchestrated striptease because of the following reasons:
She researched her people’s most desperate wants, needs + desires.
She understands her tribe’s language and what words they use to describe their problems and frustration.
She teased us, with persuasive language that spoke to our greed + fears.
She then ignited our greed with a slow-mo unravelling of the benefits to come.
Throughout the entire launch B was approachable, likeable + relatable to her people.
B did it her way; meaning, she infused every nuance of the launch with her personal flavour and magic. This made her stand out from all the so-so marketing out there and resulted in over $100K in sales in 48 hours.