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Check out the behind the scenes footage for BOOKHEAD, brought to you exclusively by Noisey. The video unveils a brand new JJ DOOM track alongside a new mask created by legendary street artist and long time DOOM cohort, Steve “ESPO” Powers.
The track was produced by You Need To Hear This, shot in London and directed by Powers, the video for “BOOKHEAD” reveals the ESPO masterminded security mirror mask.
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Awesome post. Very eye-opening for someone who isn’t too savvy with coding and garnishing thousands of emails.LikeLike
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I will have to check this out and see how well it goes😛LikeLike
Great detailed info. Now trying to brainstorm a great product idea that could be marketed just as well as this one has! Just goes to show though that it can be as simple (or actually complex) as a shaver!LikeLike
Awesome. Lots of great ideas!LikeLike
Awesome info! Step 6 is a great way to deal with scammers. However, it seems a few links were left out of the following sentence under General Campaign Design:“For the engineers out there, you can see our engineering team’s explanation of the code here. As for the code itself, check it out here.”Thanks,DavidLikeLike
This was killer Tim! Thanks for sharing it bro.LikeLike
Many thanks Tim and Jeff from Harry’s for the great story and launch. It would be interesting to see how such a thing could be pulled off in Europe with multiple languages, sales taxes etc.Tim, would be great to hear some international stories as well from time to time.LikeLike
Awesome article! We are doing our launch on Labor Day and decided to implement this to build up our email list beforehand. After a couple of technical glitches and some mid-campaign sweat, we’re finally up and running. Thanks Tim and the team at Harry’s for sharing!LikeLike
This is an amazing case study. A couple of things I wanted to point out.1. The virality achieved was amazing, but still wasn’t the “hockey stick” style that people seem to expect… no matter how unrealistic the expectation is. Having 77 of the leads come from sharing though… is great. It’s probably because:2. The lowest level goals felt achievable. Getting 5 people to do something for a reward feels very plausible for most people. Having the stepped goals gave everyone something they could look forward to, but still provided fuel for:3. The influencers at the high end feeling like their efforts were worthwhile. It provided something for them to look forward to.Because they weren’t getting > 1 people signed up for every single signup they still had to do a LOT of work to market their idea and get the word out.They were willing to give away a lot. Some people don’t make the awards worthwhile. Giving away product to 3,000 people is not cheap… but probably cheaper than if they’d had to replace all the referrals with purchased traffic.[Moderator: link removed]Thanks,Josh Ledgard[Moderator: link removed]LikeLike
Great detailed info. Now trying to brainstorm a great product idea that could be marketed just as well as this one has! Just goes to show though that it can be as simple (or actually complex) as a shaver!LikeLike
Me too…LikeLike
Loved this post!!! such a great idea. Will try to implement it to my launch!!!LikeLike
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Tim this was a great article showing the kinds of success that can be had with some forethought. I loved it, Thanks RayLikeLike
Awesome. Lots of great ideas!LikeLike
Love the depth and transparency!LikeLike
Yes, i realized that tooLikeLike
Hey Tim, why don’t you create a 4-hour solution for male patterned baldness. It looks like you could use that solution.LikeLike
Thanks for sharing your story! It’s rare that somebody would include templates and code for reference, which is a huge help. I love the way you formed your strategy and I’ve learned a lot from this post. I’ll be looking forward to future content. Good luck!LikeLike
Fantastic insights, thank you so much for being so transparent and sharing everything!LikeLike
Love the open source sentiment of this article. Do you think that this rewards tactic can work on luxury products as well? Luxury products wouldn’t be able to give away products, but could offer a discount? As this is less tangible, it feels less rewarding to me. What do you think?LikeLike
If you click my name on the post above it will take you to our website. I did not mention the actual name in my post as this is primarily about Tim’s blog and Harrys code but since a few of you are asking..LikeLike
We released a WordPress plugin based off a very similar method a couple of weeks ago and have had similar results.. one user collected over 300,000 from a single prize launched with only one email blast and one tweet – the webpage wasn’t even configured with any images or design. As this article mentions in the last paragraph it’s hard to attribute success to a specific variable and replicating it is very much a guessing game. It’s clear these guys put in a lot of work to ensure a successful campaign which likely attributed to the success.From my own personal observations of a number of similar campaigns recently the key is getting enough momentum to create a tsunami – it’s like a small wave in the ocean that gathers more and more momentum until it’s being shared every 30 seconds for 7-10 days straight.. but like a wave if it dies off before it becomes a tsunami then results may not turn into a life changing event.. but it’s still one of the fastest ways to grow a list!LikeLike
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Awesome content! I will use this for building my list.LikeLike
Well one good read. Learnt a lot.LikeLike
Great articleLikeLike
Awesome content! I will use this for building my list.LikeLike
First of all, thank you for contributing this article (and to Tim Ferriss for posting it). I found it very helpful.Because I am always curious as to the other factors involved, would you be willing to elaborate on any other advertising you used during the pre-launch phase? You mentioned no PR push (which is interested and runs counter to a lot of advice you see coming out of YC and other startup advisors, although understandably also counter to you “ground-up” referral campaign). Still, really no Google AdWords, no social ads, no AdRoll or similar? Thanks again for writing this article. ~Elizabeth ChabeCEO, High Touch CoursesLikeLike
This was killer Tim! Thanks for sharing it bro.LikeLike
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I really love the actionable steps here! Very commendable to take the “open source” process to your whole vision. I’m curious, how would you go about this scenario if you were offering an app or a service that may not have as much opportunity for someone to earn free product? Early beta codes? Free swag?Thanks so much, guys!LikeLike
Excellent post. I certainly love this website. Stick with it!
Great post! The links to the engineering teams explanation of the code do not work however. Would love to see that!LikeLike
My family members every time say that I am killing my time here at net,
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So getting people to sign up and having to give away free stuff is interesting, but whats the conversion rate?LikeLike
Thanks for sharing your story! It’s rare that somebody would include templates and code for reference, which is a huge help. I love the way you formed your strategy and I’ve learned a lot from this post. I’ll be looking forward to future content. Good luck!LikeLike
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Tim and Jeff – wondering what your thoughts are about ‘off the shelf’ product launch/ splash/ recruitment platforms like launchrock and unbounce?LikeLike
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Awesome and ultra-actionable article! Any suggestions/ideas on referral rewards for a pre-launch free, social, community-driven app?Thanks a ton!LikeLike
I’ve been coaching bands for many years, and can confidently say that for this to translate to your band, several things need to be in place: (1) Know your Ideal Fan extremely well. Methods such as Michael Port’s Red Velvet Rope Policy work well for this. (2) Interview your ideal fans. Methods such as the Lean Canvas and interviewing for it, like laid out in The Lean Startup or The $100 Startup, work extremely well for this. (3) Brand yourself very well in everything you do, based upon your core message and what you know both conveys that message to and attracts your Ideal Fan.At that point, you’ll know precisely what to offer potential fans, including where and how to offer it to them.LikeLike
You are certainly wrong. Over the course of previous year I worked as a freelance developer on dozens of projects based on Harry’s prelaunchr, and most of them managed to gather more than few thousands of real emails without spending much money on marketing.LikeLike
Wow! Fantastic article.Thanks for sharing so much great information.LikeLike
Guys,Love this write-up. One thing I noticed in the copy that two links are missing.In this paragraph you have the following text:>>When a referral—say, a friend of that first user—comes to the site using a unique link, we save it as a cookie we can use to find the email address responsible for the referral. For the engineers out there, you can see our engineering team’s explanation of the code here. As for the code itself, check it out here.Yet both of the links that say “here” and “here” are not linked. Would love to see those links. I know that the code itself was linked above by Tim in the sidenote, the Github link…but the explanation by the engineering team was not – unless it is further down in the article, which I haven’t finished reading yet. So if it is, I apologize in advanceLikeLike
This came in the nick of time. Cheers!LikeLike
Does anyone know of a WordPress app that can run the same type of referral contest?LikeLike
This is exactly how a referral campaign should look like. This is proof why ebooks and giveaways are not working. People want physical products in exchange for a share and the product must be something that’s worth sharing. I once offered a Samsung Galaxy tablet for those who get the most people sign up for my mobile app and no one shared the website. I am not sure if the tablet was the only reason for people not sharing it, but it definitely played a part. Maybe it scared people off that only one person could have won it. Next time I will offer cheaper products for the first 10 persons and see how it goes.LikeLike
Do you have proof of that? Would be pretty eye opening to see that their success was mainly due to the expensive pressLikeLike
Like the insights here – who wouldn’t want to get more customers, especially in the early stages. They are worth their weight in gold!LikeLike
Do we have an update now that Princess has been interviews by the FBI?LikeLike
Great detailed info. Now trying to brainstorm a great product idea that could be marketed just as well as this one has! Just goes to show though that it can be as simple (or actually complex) as a shaver!LikeLike
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great post. i read it a while ago and now i’m actually about to execute something similar. i wonder how do you guarantee the quality of the email addresses provided?LikeLike
Brilliant. Bookmarked. I plan on reading this over and over… (like many of posts from this blog)LikeLike
Great Stuff, Some ideas are new.LikeLike
Looks great – thanks you guys! Hope to put some of this to use in building my band’s audience – job #1 for any independent musician. Any tips on how creative types might specificially adapt some of what you did?LikeLike
Guys,Love this write-up. One thing I noticed in the copy that two links are missing.In this paragraph you have the following text:>>When a referral—say, a friend of that first user—comes to the site using a unique link, we save it as a cookie we can use to find the email address responsible for the referral. For the engineers out there, you can see our engineering team’s explanation of the code here. As for the code itself, check it out here.Yet both of the links that say “here” and “here” are not linked. Would love to see those links. I know that the code itself was linked above by Tim in the sidenote, the Github link…but the explanation by the engineering team was not – unless it is further down in the article, which I haven’t finished reading yet. So if it is, I apologize in advanceLikeLike
Many thanks Tim and Jeff from Harry’s for the great story and launch. It would be interesting to see how such a thing could be pulled off in Europe with multiple languages, sales taxes etc.Tim, would be great to hear some international stories as well from time to time.LikeLike
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