Case study: JV outreach (Derek from CopyHour)

I'm pulling together all the ideas that were shared in the JV Battleship post into a playbook for successful JV outreach.

In the meantime, here's a case study you may find useful and motivational.

Back in 2021, I pitched Derek Johanson of CopyHour on being my first affiliate for what would become my Copy Riddles program (at this point, it was just an idea).

My list at the time was something like 150 people.

I didn't have a fraction of the industry standing that's built up since then.

Derek certainly didn't know me, or really have any reason to know me.

I opened things up by replying to one of Derek's broadcast emails with the message below (first image).

A few things to highlight:

1. I didn't start a new email thread, or write Derek out of the blue. Instead, I replied to one of his own broadcast emails.

Meaning, I demonstrated I had somehow already given him something, however small — I was already signed up to his list, and reading his emails.

(To make it doubly clear, I stated that in my first sentence. He could easily check that I'd been signed up to his emails for a couple years.)

2. I immediately went to work building up my status — I said I was a working copywriter, and that I was in Dan Ferrari's expensive and limited coaching group.

(I knew Derek knew of Dan Ferrari and his coaching group, since Dan is one of the big success case studies for CopyHour.)

3. I mentioned I had promoted CopyHour to my list before (as I really had).

I don't know if I had managed to drive any sales for Derek at that time.

But just by promoting him, I had said nice things about him, and I had sent some people to check out his sales page.

This connects to point 1 above.

It's reciprocity, or less mercenary-like, it's simply doing something for people first, without asking.

4. I made the smallest possible ask.

Rather than asking Derek if he wants to become my affiliate, I asked simply if he is open to hearing me out.

I also gave a reason why for doing it this way ("I can imagine you get hit up by a lot of people") to make it clear I wasn't just being coy or playing games.

Derek replied with just two words, "Hit me!"

I spelled out how I imagined Copy Riddles would work (second image below).

A few things that are relevant in this message:

1. I explained why I was offering this to Derek specifically and why he could feel good promoting this:

The Gary Halbert connection between my course and his

The format of the two courses being the same

The topic being relevant to anybody who went through CopyHour or who wants to learn copywriting

2. I made him as good of an offer as I could. I'll do all the work... and give him whatever share of the income that he wants.

3. Again, the CTA was just to tell me if it sounds promising. As small as possible.

Derek replied to say, "Let me ponder the details. Do you have an example you could show me?"

Yes! Another small step, rather than a huge commitment.

I sent him the first round of Copy Riddles as I had imagined it, in a Google Doc.

We then tried to agree a time to get on a call.

AAAND....

Derek stopped responding at this point.

Why? I don't know.

So I followed up. I wrote him:

"I wanted to check if you're still up to talk next week about (possibly) partnering up on this. If you don't think it's a good match for the Copy Hour audience... or you're not interested for any reason... no worries. Just let me know in that case so I know not to keep hounding you about it."

Derek replied to this. "Let's chat."

So we got on a call.

I don't remember what we talked about — I guess who I am, how I wanted to do launch this course, etc.

I think I offered him 100% or 75% of the sales.

He said no, the usual 50% is fine.

And we agreed he'd promote Copy Riddles when I was ready to kick it off.

As he did, and sent me a few dozen sales. JV deal done.

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