Over $220M in Sales Using a Simple Marketing Strategy

Justin LewisThis is a post from Justin Lewis, originally shared through our Facebook Blogging Tips Contest last month. It’s a great read about how pre-planning and execution can make all the difference when it comes to scoring real traffic for your content.

Like the romanticized notion of “overnight success,” creating viral content, or more importantly, a consistently well-read blog, is not something that just happens. Smart marketers put in a lot of effort behind the scenes to ensure that their work makes the greatest possible impact.

Take a page from a marketing master’s playbook and develop a real rollout strategy. Here’s how.

I became a fan of the Halo series back when it was first released in 2001, it was obvious that the series was going to go far. Nearly 12 years later and the series have hit outstanding records in sales and continued to grow more and more each year, recently pulling in more than $220,000,000 on the release day for Halo 4.

To make a long story short… If you want to dominate a market, get people hyped for what you have to release, before you even release it. I’ve seen so many bloggers just releasing random content at random intervals that ends up going unseen because they don’t try to build up hype prior.

Take this trending graph for example.

You’ll see an initial spike in June 2011, this was the announcement of Halo 4 to the general public. The official release itself wasn’t until November 2013. I’m not saying you should wait that long to release your content, but at the very least you should try to get people pumped to read what you have to say, before you actually post it. I’ll give you some ideas of how this can be done by taking examples from Halo 4 and how they released their video game to the world.

The Ending is Your Beginning

Many years prior in 2007, Bungie studios released a game called Halo 3. At the ending of the game there is a cut scene that leads you to believe that there is more to the story. You can do the same by simply hinting towards your next post at the end of an upcoming post. It’s a very simple tactic that works wonders, especially if you go back and link your previous post to the upcoming post once it’s been released.

The Trailer

In June of 2011, 343 Industries announced the future release of Halo 4 with a very simple trailer. It only showed a glimpse of what was to come, but kept people wondering for months. You don’t have to release a trailer for your content, but you can always talk about what you’re going to release on YouTube, Facebook, Twitter, Google+, etc. to make people excited for when it comes out.

The Official Release Date

One thing many gaming studios do to gain a lot of hype after the initial announcement is wait to release an official release date. 343 Industries for example waited until April 17th of 2012, only with a 5 month heads up on the official release day for their game. Instead of simply jumping in and saying, “Hey this is what I got and this is when you’ll get it”, take some ideas from gaming companies and instead say “Hey this is what I got”, wait a few days and then say “This is when you’ll get it”.

It’s All About an Event

If you release your content like an event is set up, you’re going to have more people pay attention to what you have to say. This way you can write less, get more interest, and ultimately bring in more visitors which can turn into comments, leads, and sales. But wait… You might be thinking “But this only works with video games!” Aside from the “official release date” which not all events wait on expressing, events all work the same really. Think about the Super Bowl, presidential elections, holidays. Each of these are events. There’s a lot of hype building up to the actual days themselves, but really they all work the same. I personally don’t watch football, but I watch the Super Bowl. I’m not extremely into politics, but I vote. Heck, I could care less that a new year is about to come, but you’re damn right I go out and have a good time on News Years Eve.

What You Should Take From This

Don’t rush things. Create a content release strategy that you’ll stick to and devote a few hours a week to it. It’s going to pay off in the long run and you’ll make more money, spend less time running around blind, and get people excited for what you have to say.

If you liked this post, you’ll enjoy learning more from Justin here.

Mike is Co-founder and CMO of Content BLVD, a marketplace where product companies and YouTubers meet to get more products into more videos. He's written for, been quoted in, and kicked out of many fine establishments.

Tagged with: ,
Posted in Building a Better Blog, Content Marketing
15 comments on “Over $220M in Sales Using a Simple Marketing Strategy
  1. Justin Lewis says:

    Thanks Mike for sharing my post with the readers of ContentBLVD! I really hope this case study can give people some real insight into how Facebook marketing works.

    • Mike Sobol says:

      How could I not? It’s a great idea. Curiosity is the emotion that activates more neurons than any other mental state. Once activated, the curious brain is literally seeking a payoff. That’s why smart planning, and even catchy titles matter so much. If you create enough curiosity in readers, their desire to learn the outcome is essentially a physiological need. You gave readers lots of good strategy around how to do exactly that.

  2. Dawn Reklai says:

    Hey Great post! I am a student of Justin Lewis and his methods are awesome! Justin is always there to help us and really wants us to succeed in the internet marketing business! He shares so much. I have seen other programs out there they say they will give you access to everything, but they keep hidden what really makes money. NOT JUSTIN! If we have a question, we ask and he always answers it!!

  3. Rachel Keele says:

    Great post! You are absolutely right about planning ahead and building suspense.

  4. Mark Fed says:

    That’s an awsome idea!! It’s information like this that continue to make me realize that I made one of the best decisions ever to become one of your students. Thanks Justin!!

  5. Great post! This gives me some really great ideas. Talk about things before they happen not just as they happen.. love it. Keeping it simple.

    • Justin Lewis says:

      Yep, exactly. Think about how the superbowl works. They express it every few games talking about how each team is leading up to it, that way you are always thinking about the future and continue to watch to see who gets to play.

  6. Sheila Bergquist says:

    Some terrific tips here! I love the one about hinting about your next post in your current post. So simple, but something I had never thought of. Great article!

  7. SP Dan says:

    Content is king! Great post Justin.

    • Justin Lewis says:

      That it is. But also note the organization of that content is huge as well. If you have content, space it out with white space and make it readable. Otherwise your content will become a wall of text that scares people away XD

We'd love to hear your comments...

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: