{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fbaconwrappedbusiness.simplecast.com%2Fepisodes%2F85778cef-85778cef","width":444,"version":"1.0","type":"rich","title":"Luke Jaten: Direct Response Veteran On The Basics of Green","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/cd003c/cd003c13-8c91-4768-a174-31875ccd673a/db30a529-f623-44c1-a271-445d89f48644/1404802807artwork.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"<iframe src=\"https://player.simplecast.com/db30a529-f623-44c1-a271-445d89f48644\" height=\"200\" width=\"100%\" title=\"Luke Jaten: Direct Response Veteran On The Basics of Green\" frameborder=\"0\" scrolling=\"no\"></iframe>","height":200,"description":"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. \r\n\r\nI 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. \r\n\r\nFor more information on Luke Basic Greens product visit http://basicgreens.com/\r\n\r\nIn this interview with Luke Jaten \r\n\r\n03:25 - It’s Brad Costanzo, not Brad Costanza \r\n05:58 - Luke’s 26 year career in direct response marketing \r\n07:50 - Understanding customer psychology before copy writing \r\n09:30 - 75% failure rate from following the proven plan \r\n10:34 - Contrarian marketing\r\n12:45 - Is niche marketing constrained?\r\n15:15 - Watch what they do, not what they say \r\n16:16 - Luke’s Basic Greens product \r\n18:00 - Facing launch fears head-on  \r\n18:30 - The downside of info marketing\r\n20:43 - Finding the right product without making false claims \r\n22:33 - Is there a market for protein powder?\r\n24:55 - The juice blues and outsourcing to Whole Foods \r\n26:30 - Discovering a market and testing the formula \r\n28:21 - Bacon wrapped strategy: Fusing direct response and design \r\n30:55 - The capital intensive process of physical products \r\n33:55 - Get big fast and do more good \r\n36:40 - The difference between hard work vs lots of work \r\n39:00 - Should you take your customer service calls?\r\n43:17 - Bacon wrapped strategy: Outsourcing vs keeping things in house\r\n46:19 - The importance of copy writing (even if you’re outsourcing)  \r\n49:12 - The ready, fire, aim mentality \r\n50:57 - Getting the packaging right \r\n54:09 - Launch budget for physical products \r\n57:47 - Getting started with private labeling               \r\n\r\nFor more information on Luke Basic Greens product visit http://basicgreens.com/\r\n\r\nIf you have any questions or challenges or would like a second opinion on your business strategy, email askbrad@baconwrappedbusiness.com and let me know.           "}