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 when I went through his PostCard Profits course.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 Jaten03:25 - It’s Brad Costanzo, not Brad Costanza05:58 - Luke’s 26 year career in direct response marketing07:50 - Understanding customer psychology before copy writing09:30 - 75% failure rate from following the proven plan10:34 - Contrarian marketing12:45 - Is niche marketing constrained?15:15 - Watch what they do, not what they say16:16 - Luke’s Basic Greens product18:00 - Facing launch fears head-on18:30 - The downside of info marketing20:43 - Finding the right product without making false claims22:33 - Is there a market for protein powder?24:55 - The juice blues and outsourcing to Whole Foods26:30 - Discovering a market and testing the formula28:21 - Bacon wrapped strategy: Fusing direct response and design30:55 - The capital intensive process of physical products33:55 - Get big fast and do more good36:40 - The difference between hard work vs lots of work39:00 - Should you take your customer service calls?43:17 - Bacon wrapped strategy: Outsourcing vs keeping things in house46:19 - The importance of copy writing (even if you’re outsourcing)49:12 - The ready, fire, aim mentality50:57 - Getting the packaging right54:09 - Launch budget for physical products57:47 - Getting started with private labelingFor 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 [email protected] and let me know. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit bradcostanzo.substack.com