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

    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

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

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