Day 2
Subject: First impressions count, [firstname]

Hi [firstname],

Remember how yesterday I said I was going to tell you the hardest lesson I've learned in IM?  

Well, it's this: Your launch could make or break your product.

I learned this lesson the hard way years ago when I decided to create my own digital product after selling other people's stuff as an affiliate.

I spent a long time researching, writing and rewriting the e-book to make sure it was just right. I did my homework and thought I was on to a winner.  I put the product up on ClickBank and waited for the sales to roll in.

And waited

And waited

And waited.

Long story short, I didn't make a single sale.  My product languished at the bottom of the ClickBank rankings.  I couldn't understand why.  

As time went by, somebody else created a similar product with a VERY similar name.  This product  was nowhere near as good as mine (I bought a copy to check it out) but it sold by the bucketful. To add insult to injury, people would buy this guy's product, decide it was no good, and then get on to ME for a refund!

In the end I had to take it off ClickBank and try launching it on another site, where it sold modestly.  People still confused it with the other product, though, and some accused me of creating a knock-off even though my product had been the first to market.

The other guy had clearly seen a market for the product  just like I had.  His product was rushed and nowhere near as good as mine, but he knew how to launch it properly. Looking back, my site looked amateurish and his looked slick.  He knew how to get the word out and I didn't. 

So it's important to get it right the first time. Like they used to say in the shampoo ad: You never get a second chance to make a first impression.

Warmly,

[Your Name]

PS. I teach you some other hard learned lessons in my product launch guide.  Grab your copy now.  Here's the link [link to sales page].