Luke Jaten: Direct Response Veteran On The Basics of Green

Luke Jaten is a direct response marketing veteran with 26 years in the business. We met a few years back when I went through his PostCard Profits course, but today we'll be talking physical products, and what it takes to get this type of business off the ground.

I invited Luke on the show to share his bacon wrapped strategy for launching a physical product business, and to share how the disciplines he acquired in direct response translated into his new venture.

For more information on Luke Basic Greens product visit http://basicgreens.com/

In this interview with Luke Jaten

05:58 – Luke’s 26 year career in direct response marketing
07:50 – Understanding customer psychology before copy writing
09:30 – 75% failure rate from following the proven plan
10:34 – Contrarian marketing
12:45 – Is niche marketing constrained?
15:15 – Watch what they do, not what they say
16:16 – Luke’s Basic Greens product
18:00 – Facing launch fears head-on
18:30 – The downside of info marketing
20:43 – Finding the right product without making false claims
22:33 – Is there a market for protein powder?
24:55 – The juice blues and outsourcing to Whole Foods
26:30 – Discovering a market and testing the formula
28:21 – Bacon wrapped strategy: Fusing direct response and design
30:55 – The capital intensive process of physical products
33:55 – Get big fast and do more good
36:40 – The difference between hard work vs lots of work
39:00 – Should you take your customer service calls?
43:17 – Bacon wrapped strategy: Outsourcing vs keeping things in house
46:19 – The importance of copy writing (even if you’re outsourcing)
49:12 – The ready, fire, aim mentality
50:57 – Getting the packaging right
54:09 – Launch budget for physical products
57:47 – Getting started with private labeling

For more information on Luke Basic Greens product visit http://basicgreens.com/

If you have any questions or challenges or would like a second opinion on your business strategy, email askbrad@baconwrappedbusiness.com and let me know.