Bacon Wrapped Business With Brad Costanzo

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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