Are things not going the way you’d like? Want more sales? Feeling kind of helpless?
You’re not alone. As marketers, sooner or later we’ve all been there.
I’m sure you have heard of the phrase “fail forward” and it is a good mantra to stick to when running an online business (in fact, any business really).
Don’t let fear of failure stop you from taking action because that is a sure fire way to fail.
OK, with that being said, here are 4 ways to increase sales and increase your income right now.
You might balk at one or two of them. All I can say is try them before you pass judgment.
1: Get More Affiliates
And I mean LOTS more affiliates. How much time do you spend creating products? Or getting new people onto your list? This is also how much time you should be spending on recruiting more affiliates, and especially GOOD affiliates.
If you can afford it, I highly recommend getting an affiliate manager. If you can’t yet afford it, then become your own affiliate manager. Watch launches and see which affiliates do well, as well as which product owners are building a list that’s perfect for your offer.
Recruit bloggers who are list building. Ask your list and especially your product buyers if they want to be affiliates.
Then cultivate relationships with these people. Don’t just approach them and forget them. Send them personal emails, comment on their blogposts and act as though you are friends, because that’s the best way to MAKE friends.
And don’t discount little affiliates, either. I once had a new affiliate who made exactly ONE sale. However, that sale was to a super affiliate who contacted me, asked to promote my product, and sold 420 copies in one week. You just never know.
2: Grow Your Lists
Yes, this is obvious, isn’t it? We all know that the money is in the list, right?
Well, I know marketers who aren’t aggressively list building, and they wonder why they’re not making sales.
On a typical list, you’ll have attrition. And I don’t just mean people unsubscribing, either. The person who is hot to buy your product today will have forgotten who you are in 6 months, or they moved on to another interest, or whatever. You have to be continuously building your lists – all of them.
Do more guest posting, more webinars for other people’s lists, more JV’s and anything else that will further fill your lists with prospects.
3: Increase The Number Of Marketing Messages You Send To Your Lists And Prospects
If you’re placing ads, place more and better ads. If you have a Facebook group, send them more marketing messages. If you’re doing webinars, do more webinars for your lists.
And by all means send more marketing messages to your lists. A lot of people are scared silly to email their list more than once or twice per week, but here’s what happens when your list doesn’t hear from you every single day:
They forget about you.
They even forget who you are and why they subscribed to your list.
Yes, you will get a few more unsubscribes from your list when you email daily, or even twice per day.
But that’s okay, because you will also keep the rest of your list engaged and interested, and you will likely double or perhaps even triple your sales.
Email daily. Email twice a day if you can keep it interesting. But only do this sparingly and if you are email marketing correctly i.e. you are providing value upfront before ever promoting anything to them.
Some marketers take this to extremes during a launch and do a “crush campaign” which really hammers your poor subscribers when they get 5+ emails the same day about the same promotion. I don’t treat my list like this but there are those who do; I normally unsubscribe when I get hammered like this because I don’t think the marketer really cares about their subscribers by doing this.
4: Raise Your Prices
If your sales page is converting well, then raise your prices and see what happens.
Even if you wind up converting at a lower rate, you’ll likely still be making more money because your prices are higher. Consider a $20 product converting at 7%, versus that same product priced at $35 and converting at 5%. You’re looking at $140 versus $175 per 100 visitors, or a $350 increase for every 1,000 visitors. It adds up.
When you raise your prices, some of your steady customers will stop buying. But you’ll also get new customers who want to pay for quality, and you will make more money.
When marketer Dan Kennedy advises any business owner on how to increase revenue, the first thing he tells the owner is to raise prices. Nearly every time the business owner will balk and tell Dan it’s a terrible idea. And nearly every time it results in a MAJOR boost in revenue.
And there you have it – 4 ways to increase your sales and revenue right now. These might not be for the timid, but I can tell you from experience that they work.
It’s amazing what a little personalisation can do.
Quick example: You go into a store looking to buy something. A salesperson helps you, but you leave without making a purchase. You go back a week later, and the salesperson greets you by calling you by name.
How do you feel? Maybe respected, appreciated and memorable? And do you want to do business with someone who cares enough to remember your name? Of course you do; it makes you feel special doesn’t it?
Personalisation – when used properly – can double your conversions.
Here are 10 ideas on how to personalise not just words, but actual images – and how you might use these ideas in your own business…
1: Inactive Customers Or Subscribers
Re-engage with customers and even subscribers who are no longer active.
For example, for customers who haven’t made a purchase in 90 days, or subscribers who haven’t clinked a link in a month, send them a photo of you in front of a whiteboard looking sad.
The whiteboard has a simple mathematical equation with your business name, minus their name and a frowny face, like this:
Your Business Name – Your customer’s name = ☹
2: New Customers And Subscribers
Create life-long customers and communities by taking the time to welcome someone when they join you. For example, you might send them a picture of you holding a sign that says, “Welcome Paul!”
Is it a little cheesy? Perhaps, but it does work so why not give it a go?
3: Product Sales
When your customers buy a product that you are shipping out, keep them engaged by sending them an email with a picture of their package.
This keeps them excited and tells them it’s on the way.
You could even do this with a digital product such as a course. Most courses will have a generic welcome video but you could easily personalise this and welcome them to the course by name. How cool is that?
4: Webinar Attendance
Get people to show up for your webinars by sending them a personalised reminder email in the form of a photo of a handwritten note, or of you standing next to a whiteboard with the written words, “Are you coming to the webinar, Joan?”
Once again, this takes a little effort (but not much) and it really does make a difference.
5: Cart Abandonment
If someone goes to buy one of your products or services but doesn’t check out, you should be following up with them as soon as possible to try to save the sale.
Send out a photo of an empty box with their name on it, such as, “Order for Bob Smith.”
Remember that you don’t know why they abandoned the cart; it could be that their internet connection dropped, doorbell rang, any number of reasons that had nothing to do with your product or service so you lose nothing by following up.
6: Text Messages
If you use text messages for following up with customers, how about adding an image of a newspaper that features their name and the reason for the follow up?
Guaranteed you’ll have their attention.
Also, text messages and instant messaging services just feel more personal than email so if you aren’t using them in your business, perhaps it’s time you looked into adding them to your arsenal.
7: Customer Anniversaries
Send out a personalised image that contains congratulations on their anniversary – perhaps the anniversary of purchasing a product, subscribing to your list, joining your membership site, etc.
You’ll make them feel special and important.
This is a brilliant idea that can put serious money in your pocket almost immediately – send out an image letting your customer know they forgot something.
Remember it’s much easier to convince someone who has already bought from you once than it is to convince someone who hasn’t bought from you yet so it makes sense to try to increase the average order value as soon as possible.
Do you offer any kind of courses or online training?
Send out personalised and official looking certificates of completion with their name, the training level achieved, the date, signatures and seal.
You could also use gamification in your courses too.
If they do that, they are more likely to get results, and if they get results, they are much more likely to buy from you again!
10: Online Order Confirmation
When someone places an order, send them a photo of you and your team (if you have one) with a sign that welcomes them by name. It might say something like, “Welcome to the family, Aaron.” Make sure everyone in the photo looks especially happy.
Good question. The answer is, you do – if you get PicSnippets.
PicSnippets creates personalised images for marketing, sales and customer follow-up. You can create your PicSnippet and use it on nearly any platform such as ClickFunnels, ManyChat, Convertri and more.
Just go to PicSnippets.com and register today.
OK, so there are 10 ways you can use personalisation to boost conversions and if you want some other strategies to boost your conversion then grab a free Conversion Boost report by clicking on the “Featured Resource” below.
We talk about targeting the right people for your product, but just how valuable is it to know your audience?
Well, it is of critical importance to the life of your business and can have a substantial effect on your profits and whether you even get off the ground in the first place!
And, even worse, if you are using paid media such as FB or Google ads you will be wasting some serious money by not targeting the right audience.
So, as you can see, doing the research on your niche needs to be done before you even think about creating and selling a product or service.
And once you have decided on a profitable niche, you need to dial in and really find out what makes these people tick so you can target those specific people who will be most attracted to your offers.
It may not be sexy, but it can have a huge impact on your business, and in an area where so many people give up before they have really started, wrong niche selection and poor target marketing is one of the primary causes for people giving up.
Now we have established that being able to target your market successfully is of vital importance, let’s look at a company that did this right.
Target Marketing Done Right!
Here’s a quick case study of a deodorant that became a top seller through nothing more than pinpoint targeting of its customers:
In Brandwashed: Tricks Companies use to Manipulate Our Minds and Persuade Us to Buy, we learn how Axe Deodorant took over their market through laser-focused targeting.
Unilever executive David Cousino tells us that Unilever first analyzed the potential male deodorant user by breaking men down into six profiles:
The Predator – He takes advantage of drunk girls, and lies about his job and where he lives
Natural Talent – Athletic, smart, and confident. He doesn’t need to lie to score
Marriage Material – Humble and respectful, he’s the sort of guy you want to bring home to Mom and Dad
Always the Friend – He always hits that glass ceiling
The Insecure Novice – He has absolutely no clue what he’s doing, and things get awkward fast – the geeks and nerds
The Enthusiastic Novice – He has absolutely no clue what he’s doing, but he’s outgoing and tries valiantly anyway
Based on these six profiles, they chose to target the ‘Insecure Novice,’ since these are the guys who need the most help in getting women.
The next step was to create the ads. Research showed that the ultimate male fantasy isn’t to have just one woman at a time – it’s to be irresistible to several sexy women at once. (Seriously, did they really need research to determine this?)
That’s why the TV ads proclaim that if you use Axe Deodorant, you will get the chicks. ALL the chicks.
The result? Axe came out of nowhere to be the #1 male antiperspirant / deodorant brand.
Is this a bit cheesy? Yes. But did it work? Absolutely!
But in the process, they had a great deal of crossover into the other groups as well.
This is an added benefit of targeting that most marketers don’t realize. They think in order to get the biggest share of the market, they must target everyone.
But when you target everyone, you tend to get almost no one. Paradoxically, when you target one specific group, you tend to get customers from all the other groups as well.
One side note: In this case, Axe’s marketing worked almost TOO well. High school kids were completely dousing themselves in Axe, thinking they would get every girl in class to fall all over them.
Instead, school districts complained of kids reeking of the cologne-like smell.
How could Axe have fixed this? Perhaps by cautioning its users that because of the power of Axe, a normal amount was actually more effective than going full coverage.
Instead, Axe backpedalled a bit from their original campaign, and sales declined.
Here’s what you can do:
- Make a list of potential target markets for your next product.
- From that list, choose the market – or demographic – you want to target.
- Create a profile of ONE person in that market – this is your ideal customer.
- Tailor your product and your message to that one person.
- Dance around your office as you see the sales come flooding into your in box.
Stop targeting everyone and start targeting your ideal customer. Once you do, it will become clear how you should market, where you’ll find your customers, and how to get them on board.
And yes, your sales will almost certainly increase because you not only know what they need, you also know wat they want and you can tailor your products and services just for them and they will gladly pay you for them which is win-win for both buyer and seller 🙂
Your value proposition determines if people will bother reading about your product or close the page.
If you get it right, sales can skyrocket. Get it wrong, and you’ll wonder why all that traffic isn’t converting into sales.
Does Little Guy Joe who just got into online marketing need a value proposition? He sure does if he wants to make sales.
So What Is A Value Proposition Anyway?
Not wanting to rely solely on my memory, I did some research, and this is what I found to be something of a consensus of what a value proposition should be:
A great value proposition incorporates one or more of these qualities:
- Explaining how your product is going to solve your customer’s problem, or how it’s going to improve your customer’s situation. (This is called relevancy)
- States specific benefits your product delivers (This is quantified value)
- Tells your customer why they should buy from you instead of your competition (This is unique differentiation)
But I think we need more clarification. In doing my research, I also found that a great value proposition…
- Targets a specific market
- Focuses on quality, cost or speed, or a combination of two of those
- Clarifies what the company or product does not do
People need to be able to read it and immediately understand it. Which is to say, corporate gibberish created by a committee of eggheads isn’t going to cut it.
For example, if I tell you that my value proposition is:
“Revenue-focused automated marketing and sales closing solutions unleashed through collaboration throughout the revenue cycle”
I’m guessing you’re going to be bewildered. Or you’re falling asleep. Or you’re confused as can be.
And there’s no need to be redundant. For example:
Online Billing and Invoicing Software
Invoice Dude is an online billing software specially designed for small and medium businesses. Thousands of businesses and individuals trust us for their invoicing!
This tries to appeal to too many people – small businesses, medium businesses and individuals.
There is no differentiation from other online billing and invoicing software.
In addition, it says ‘thousands of businesses,’ yet offers no proof. Stating an actual number such as 12,549 would be a great help, and it could be updated automatically or manually on a daily or weekly basis.
Plus, I don’t know about you, but this entire value proposition puts me to sleep.
And with a name like Invoice Dude, they could have done soooo much better.
What A Value Proposition Is NOT
It’s not a catch phrase or a slogan.
“Coke, it’s the real thing” and “L’Oreal, because you’re worth it” are slogans, not value propositions.
It’s also not a positioning statement.
“America’s #1 bandage brand, heals the wound fast, heals the hurt faster” is a positioning statement.
These are better than nothing, but they’re not what we’re striving for.
Calling your product the ‘real thing’ doesn’t show one benefit or reason why we should buy it over the competition.
Because you’re worth it doesn’t tell us anything – it just sounds good. And expensive.
Being #1 doesn’t make me want to buy your product, either.
These are all examples of slogans, not value propositions:
- Like sleeping on a cloud (Sealy)
- Milk from contented cows (Carnation)
- Save Money, Live Better (Wal-Mart)
- I’m lovin’ it (McDonalds)
- When you care enough to send the very best (Hallmark)
- Just Do It (Nike)
- Finger Lickin’ Good (KFC)
- Have it your way (Burger King)
- Melts in your mouth, not in your hands (M&M)
- The happiest place on earth (Disney World)
- The best a man can get (Gillette)
- Betcha can’t eat just one (Lays)
- Think outside the bun (Taco Bell)
- “Koo Koo for Cocoa Puffs”
- “Snap! Crackle! Pop!” (Rice Krispies)
- Are you a Cadbury’s fruit and nut case?”
- “Keep Walking” (Johnny Walker Whiskey)
- “Wii would like to play.”
- “I’d rather die of thirst than drink from the cup of mediocrity.” (Stella Artois)
- “We don’t charge an arm and a leg. We want tows.” (From a towing company)
- “Yesterday’s meals on wheels” (From a septic tank)
- “We repair what your husband fixed.” (From a plumber’s truck)
Value Proposition Components
A value proposition is usually longer than a slogan.
In fact, it can have a headline, a sub-headline, one short paragraph of text and possibly bullet points.
And it might even include a visual, such as a photo, graphics or hero shot.
You make notes, try things, think about it, tweak it, ask opinions and tweak it some more.
Headline: This is usually the big end benefit you’re offering your customers, stated in one clear, short sentence. You might mention the product, the customer or both. This is where you grab attention, because if you don’t, then you’ve already lost a fair share of your prospects.
Sub-headline: This is a specific explanation of what your product does, who the ideal customer is and why your product is useful.
One short paragraph: This can be instead of or in addition to a sub-headline, and serves the same purpose as the sub-headline above.
3 bullet points: These are the key benefits or features. Notice we said three, not unlimited. You may or may not need bullets, but if you do, keep them short and punchy.
Visual: Images always communicate faster and generally better than words. You might show the product, the happy customer or an image that reinforces your message.
How To Write Your Value Proposition
This takes time to get it just right. In the beginning, do the best you can, and then adjust it along the way.
There is no reason to delay starting or growing your business just because you don’t have the perfect value statement yet.
Start out by answering these questions:
- What’s your product or service?
- What is the BIG end-benefit of using it?
- Who is your ideal target customer?
- What makes your offer unique?
- How is your product different from anything else available?
NOTE: If you can’t answer why your product is unique or different, then you might want to work on the product itself. Selling a ‘me too’ product that is identical to what’s already being offered can be difficult UNLESS you already have a well-known brand.
Once you have your first draft of your value statement, ask yourself these questions:
- Is it clear and easy to understand?
- Does it communicate concrete benefit(s)?
- Will a customer know exactly what result they will get from using your product?
- Does it say how it’s different or better than the competition?
- Does it avoid hype? (amazing, fantastic, best ever)
- Does it avoid business jargon? (revenue generated resource allocation blah blah blah)
- Can your ideal prospect read it and understand it in a few seconds?
If someone is shopping around, then they’re likely to check out 4 or 5 different options before deciding.
By having your value proposition at the top of your first page, you can easily stand apart from all competitors.
And readers tend to prefer bullet points – they’re easier to understand and remember.
Examples Of Great Value Propositions
Uber: Tap the app, get a ride
Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.
Unbounce: Build, Publish and A/B Test Landing Pages Without I.T.
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Slack: A messaging app for teams who put robots on Mars!!
NASA’s jet propulsion laboratory is one of tens of thousands of teams around the world using Slack to make their working lives simpler, more pleasant, and more productive.
Trello: Trello is the free, flexible and visual way to organize anything with anyone.
Drop the lengthy email threads, out-of-date spreadsheets, no-loner-so-sticky notes, and clunky software for managing your prospects. Trello lets you see everything about your project in a single glance.
iPhone: Why there’s nothing quite like iPhone
Every iPhone we’ve made – and we mean every single one – was built on the same belief. That a phone should be more than a collection of features. That above all, a phone should be absolutely simple, beautiful and magical to use.
Value Proposition Boosters
Sometimes it’s difficult to find ways to differentiate yourself from your competition, so you might try adding one or more of these to your offer:
- Free shipping
- Fast or next day shipping
- Free trial
- Free setup or installation
- Free bonus
- No long-term contracts or payments
- A very clear money back guarantee
- A better than money-back guarantee
- A discounted price
- One-on-one personal help
Remember, you don’t need to hit your value proposition out of the park on the first try. But you do need to build one and use it.
Of course, it’s going to depend on your product, your niche, your customers and even your competition.
And most of all, it will depend on how well you craft your value proposition.
It actually makes your job easier, in that you are no longer trying to be a jack of all trades, or trying to make your product fit everyone.
The clarity your value proposition brings can also bring you peace of mind and a better ability to grow your business big, strong and fast.
Are you willing to work like crazy for 5 years (give or take) so you can retire?
If so, I’ve got a business plan for you. And I don’t care if you’re 20 or 70 – this can work.
One note before we get started: Anything that you either can’t do, don’t want to do or don’t have time to do, you outsource.
And in many cases that’s going to mean outsourcing some of this.
Oh yes, did you notice how I covertly slipped that “7 figure payday” in there? I’m serious about that. Doing what I’m about to lay out for you, you can indeed retire in about 5 years with about 7 figures.
Your results may vary – in fact, they might be a whole lot better than that, I don’t know.
Let’s get started:
Step 1: Select Your Niche
What I’m about to propose isn’t rocket science. It’s not even new. But it is profitable, and here’s the key: You can do this in parallel, meaning instead of doing just ONE of what I’m outlining, you do several.
I recommend 3 – 5 of them.
What you’re going to do is build an entire business from the ground up, with an eye on selling it.
That’s right – the entire time you’re doing this, you have your exit strategy in mind.
It’s sort of like someone marrying for money, knowing they’re going to be asking for a divorce in 5 years. The money is a sure thing, they just have to put in the time and work.
Okay, that was maybe a bad analogy, but you get the point.
If you put in the time and do the work, you will get the money.
It needs to be a topic that has plenty of interested people willing to buy plenty of products, and of course there needs to be plenty of affiliate products continually coming into the market.
Step 2: Setup A Sales Funnel
Now that you’ve got your topic, you’re going to build a sales funnel.
Run a free offer on a squeeze page to get subscribers and place a couple of products in your funnel for them to buy.
Maybe you’ve got a $7 report and a $37 video course, or whatever.
These should be quality products that YOU own. And yes, they can be built around PLR, or you can outsource, etc.
I know what you’re thinking – thus far I haven’t told you anything new, except for the fact that you’re doing all of this with an eye to selling it.
Yet who does this? Very few people, but those who do end up with BIG paydays.
Do everything under a pen name. Make no mistake – EVERYTHING must be under your pen name.
And for each of these businesses that you build, you need a different pen name.
Okay, you’ve got a squeeze page to capture names, a funnel with a low-priced product, a mid-priced product and a membership site.
Step 3: Setup A Blog
Now you need a blog. Get a great logo, excellent branding and make it look super professional. Do NOT skimp on the branding and logo.
Post on the blog at least a couple of times a week, preferably more.
Make each upsell in your funnel a stand-alone product, too, and promote those on your blog.
Promote affiliate products to your list to make some good money as you go along.
Step 4: Write A Book!
Now write a book. See? I told you there was work involved. You can use content from your blog to create your book, or hire someone, or just write it yourself.
Link from inside the book to a squeeze page to capture more subscribers.
Put your book on Amazon and get your subscribers to review it for you. Yes, the book is under your pen name, too.
Don’t worry too much about promoting the book. Your real motivation here is to build credibility. A book on your topic with your pen name on it looks AWESOME when you put the thumbnail at the TOP of your blog.
Wow! You (your pen name, actually) are an EXPERT.
If you create a big product such as a $200 – $1000 course, get affiliates to promote it. Or get affiliates to promote your memberships site.
Your goal is to build your list BIG, make some nice income along the way, and put together a very professional looking business which you then sell for six or seven figures.
Rinse And Repeat!
If you do this simultaneously in 3 to 5 different niches, you will have an AWESOME retirement in about 5 years or so.
What I recommend: Start in ONE niche and get everything into place. Hire someone to write the blog posts for you and do some promotion.
You see where this is going. Five years of hard work, along with rolling some of your profits back into the business, and you then get to sell them.
Sites like these that have products, big lists and a BOOK sell for a healthy six figure income. Sometimes even seven figures. Apiece. And you’re going to have 3, 4, maybe 5 of them.
Remember to keep everything separate on each site. Separate hosting. Separate autoresponders. Separate everything. This makes it super easy to turn control over to someone else when the time comes.
Turnkey online business are always in demand. From a buyer’s perspective, they pay a big chunk of money but then they get a guaranteed stream of income. All the buyer has to do is continue what you started.
You can even turn over your outsourcers to the buyer if they don’t want to do the work themselves, and often they won’t. For them it’s an investment in their future. For you it’s a major payday and a plane trip to the islands.
For example, your pen name is Jon Smith. Your real name is Abby Jones. Jon Smith often recommends Abby Jone’s product or blog or freebie to his readers.
Thus you get people subscribed to your list, too, who get to know you, not just your pen name.
You retire, and you can continue to send out emails promoting affiliate products.
So not only do you get a big payday – you also get some large lists of your own that you can continue to promote products to.
Remember – 5 years of hard work, and then you can retire.
No job in the world, that I know of, offers you a retirement plan like that.
Once you have an email list, it is important to nurture it and provide value to your subscribers before bombarding them with offers.
There is no problem marketing to your list, but you must always have their best interests at heart and treat them the same way that you would want to be treated by a marketer.
Once you have built that rapport, feel free to offer appropriate affiliate offers that would benefit your readers.
And, hopefully you may also have your own products and services that you can put in front of them.
And this is also a way of launching a new product or even relaunching one of your previous products or services.
Let’s say you’re reopening a membership for a limited time, or you’re launching a product just for your list.
Okay, so you’ve got a product you’re going to be offering to your list for a limited time – let’s say three days.
After the three days, either the product is no longer available, or the price goes up.
Yes, there is nothing wrong with offering special deals to your own list on your own product. In fact, I think it’s a great idea, because people on your list should be rewarded with special deals no one else can get (hint hint!)
In this example you’re going to be sending out a total of 6 emails. Yes, you could do 5, or 7, or… but I’ve found this sequence works well, so it’s what I do. Your mileage may vary. 😊
I suggest you write all 6 of your emails ahead of time, and here’s why:
First, you can schedule them and forget them. Nice.
Second, you can see if the entire sequence flows and makes sense.
Your first email will go out the day BEFORE your launch, and it will say something like, “Watch your email tomorrow for a very special limited time offer for my subscribers ONLY. I think you’re going to love it!”
This first email is low key, short, fun, and only sells them on watching for the next email.
On the day of the launch, you’ll send out two emails, one first thing in the morning and one in the evening.
But if the sales page is lacking, then you can do product selling right there in the email.
The first email of the first day of the launch gives all the great reasons to buy, only abbreviated. I like my sales page to do the heavy lifting.
The second email of that first day tells them how the launch is going, how many people are buying… that sort of thing.
Yes, it’s written ahead of time, so yes, you now know one of my secrets – I’m guessing how well it will be going when I write it. 😊
On the next day you should send one email in the middle of the day to remind them that this offer isn’t going to last, and to remind them of the big benefit they’ll get from the product.
On the final day you should send two emails. The one in the morning says something like, “Last 24 hours.”
The one in the evening says, “Last chance, last email.”
The power of FOMO (Fear Of Missing Out) is very strong in people so don’t underestimate it!
I’ve used this same sequence of 6 emails many times because it’s effective. It works. And it gives me plenty of sales which I can then show to affiliates to get them to come on board and do their own launches.
As mentioned earlier, I recommend you make a special offer that is available only to your own list, but that doesn’t necessarily mean a special price. It could mean a special bonus that only they get. That way your affiliates can offer it at the same price point to their lists, too.
One more thing: If you’re only working with a handful of affiliates, you can make a special page for each one that says, “Special deal for Jane Smith’s subscribers only.”
I’ve found that using this technique boosts conversions by about 10%, depending on the offer and the list.
The thing is to not do this kind of thing all the time or you may end up annoying your readers.
Some marketers do these sorts of “crush campaigns” all the time and it just causes the readers to get angry and unsubscribe and you then need to keep replenishing your list.
Isn’t it much better to actually nurture and help your readers to succeed? They will appreciate you so much more and you can then build a tribe of people who will follow you and buy repeatedly from you and this is the best way to do business as you are building a brand reputation.
By the way if you are interested in building your brand the right way, you can grab a free report called Brilliant Branding by clicking on the featured resource below. If you do download it, please read it and take action and good luck 😊
1000 prospects come to your site or sales page. 1% of them buy a $50 product. You’ve made $500.
You invest 2 days trying a few different ways to increase your conversions, and 3 are successful. You only increased your conversions by 1%, yet you’ve doubled your income, selling 2% of the prospects who come to your sales page.
Now for every 1000 prospects, you make $1,000.
And you send 1000 prospects a day, meaning…
Yet so many marketers never bother to do any of the things I’m about to suggest.
Why? I suppose it’s one of those things they’ll “get around to” but they never do.
So here’s what I recommend: If you don’t want to do any of the following, then OUTSOURCE it. We wrote an entire article on the importance of outsourcing elsewhere in this edition, so I won’t harp on it here.
Let’s get started on boosting your conversions:
1: Create A Compelling And Clear Value Proposition
Your value proposition can be the number 1 element that determines if people will bother to read more on your page.
And it’s also the main thing you need to test.
In a nutshell, your value proposition clearly states:
- How your product solves the customers’ problem or improves their situation (relevancy)
- Delivers specific benefits (quantified value)
- Tell why they should buy from you instead of your competition (unique differentiation)
Here’s an example from Prey: https://www.preyproject.com/
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I could do an entire article on creating a compelling value proposition – and I’ll do exactly that in a future post for you.
2: Perform A/B Testing
You create two alternative versions of your page, each with a different headline / color scheme / call to action etc.
You do a split test to see which one works better. When you find out what converts better, then you test something else.
The more elements you test, the higher you can boost your conversions.
Things to test: Headline, page layout and navigation, the offer itself, using different media (such as a video) and even a radical change if you think you might want to start over.
You can use Google Optimize if you’re looking for a free A/B tester, or Optimizely if you want more options.
3: Set Up A Proper Sales Funnel
Sometimes your conversions are taking a hit because you’re asking for the signup or the sale too soon in the process.
If people are still in ‘browsing’ mode, they might not be psychologically ready to subscribe or buy.
If you’re looking to improve conversions on a squeeze page that only asks for their email address, your focus should be on improving the reason why they would want to sign up. Making your offer more compelling – something that will immediately spark their desire – should do it.
But if you’re selling a product, it’s possible that you need to do more to build trust, develop a relationship and prove your expertise.
Remember, the longer and deeper the relationship with the prospect, the more likely they are to buy from you.
4: Address Objections Before They Arise
No matter what you’re selling or how much you’re selling it for, there will be objections.
If I tried to sell $100 bills for $1, there would be objections (and you know what they are.)
Make a list of all the possible concerns your prospects might have.
And then address each one of those in your presentation / webpage / sales funnel.
5: Build Trust
People won’t buy from you if they have no need for your product, if they have no money to buy your product, if they’re not in a hurry, and if they don’t trust you.
There’s not a lot you can do about the first 2 items on that list.
You can create urgency by limiting the number of products to be sold or the duration of your sale.
So what makes people trust your website?
- You’ve got citations and testimonials clearly visible.
- You’re endorsed by well-known people in your niche.
- You’ve got a physical address and maybe even a photo of your office.
- If you or your business has relevant credentials, you’ve got them displayed.
- You’ve got clear, easy to find contact information that includes a phone number.
- Your site looks professional – not something a kid whipped up on his Intel 486 in the 1990’s.
- Your site contains plenty of useful information.
- You update your site’s content often. If your latest blogpost is from 2016, you’ve got a problem.
- You show restraint with hype, blinking banners (please don’t!) ads, popups and such.
- You have zero or nearly zero errors (when it comes to trustworthiness, one error is forgivable, two aren’t.)
6: Stop Trying To Sound Smart
If I were to give you a value proposition that reads like this…
“Revenue-focused sales automation and marketing effectiveness solutions unleash collaboration throughout the revenue cycle,”
…would you have a clue what I was talking about?
Because I sure don’t. It’s not useful to the person reading it, unless your goal is chase them off of your page. Then I suspect it’s highly effective.
Just remember, clarity if key. If they don’t understand exactly what you’re saying, they’re not going to convert.
7: Remove All Distractions
Your goal is to get people to focus solely on the action you want them to take and nothing else. Take a look at your page for anything that might divert the visitor away from what you want them to do. Minimize distraction, unnecessary product options, links and extraneous information.
And ask yourself if there is anything else you can remove that is not contributing to the conversion.
Increasing your conversion rate isn’t hard, but it does take effort…
Effort that will be well-rewarded in increased sales and revenues long after you’re done making the necessary changes.
If you’re wondering why your landing pages aren’t making you as much money as you had hoped for, you might be using common landing page copywriting techniques the wrong way.
While the six copywriting techniques we’re about to cover have been proven to work, too many marketers use them in a way that cancels out their otherwise potent conversion power.
This really is too bad because your landing page could be raking in larger profits if you only paid closer attention to how you implement these proven techniques.
The key is to become aware that you’re using them the wrong way in the first place.
1: Tell A Story To Personalize Your Landing Page’s Value
Storytelling is one of the most powerful landing page copywriting techniques you can use. Not only do you pull your reader into the scenario your offer addresses, you also create emotional urgency with your offer.
Well, sadly, too many marketers tell stories that are simply worthless.
They are duds.
They seem too good to be true. They show extreme conditions. They simply fail to convert.
What went wrong?
The stories most marketers tell in their landing pages fail to focus on putting a human face on the problem the reader is facing.
Instead, these low converting landing pages tend to present almost ‘too good to be true’ situations.
If you want your landing page stories to convert, take the most probable circumstances faced by your target audience members and base your stories on these.
These realistic stories are more believable because more of your audience members can relate to them.
2: Use A Question As A Header Title For Your Landing Page
Questions are very powerful ‘centering’ devices because they draw your prospects attention to one central concept or a small set of concepts. Questions help narrow and define the problems and situations your offer addresses.
If a question is well-defined, it is easier to present your solution and it is easier for the prospect to see the value in your solution.
To fix this problem, figure out the primary concern of your target audience members and pose relevant header questions.
3: Change Up Your Font To Emphasize Key Points Of Your Pitch
When you’re talking to somebody, you normally change your tone of voice when you are trying to emphasize certain things. By the same token, text in bold or italics or larger, ‘special’ fonts tend to be noticed more.
To maximize the impact of special fonts when emphasizing key points in your landing page text, make sure you use them SPARINGLY.
Keep special fonts to a minimum so when you do emphasize certain words, they truly STAND OUT.
4: Use testimonials from happy customers
One of the most powerful selling tools you can use is social proof. People are more likely to buy whatever you are offering if they see that other people have had positive experiences with what you’re selling.
Pretty simple, right?
In fact, this is so simple that you’d think this would be hard to screw up.
Wrong. Marketers actually blow this all the time.
The key problem is RESTRAINT.
Make sure you only use REAL testimonials on your landing page.
Real testimonials are grounded in reality. This means there’s a mix of both positive and not-so-positive elements in the testimonials.
Above all else, use testimonials from happy customers who got results that are not outliers.
Otherwise, your testimonials might seem too good to be true and won’t carry much weight with people you’re trying to convince.
5: List Out The Benefits Of What You’re Promoting
One of the most common, yet powerful, copywriting tips you’ll ever come across is to write out benefits of your product, not features.
People buy based on benefits not features. Benefits solve their problems. Benefits are easier to understand. Features, on the other hand, tend to degenerate into so much sales talk and technical jargon.
Your landing page shouldn’t read like a laundry list or check list. Instead it should be focused on a very small set of benefits which were strategically selected to appeal to your target readers. To figure out which benefits to focus on, ask your target audience members.
Of course, you need to cross reference this information with the landing pages of your competitors to make sure you’re operating in the right ballpark.
6: Link Your Call To Action With The End Result Your Target Customers Want
One of the most useful copywriting conversion tricks you could ever learn involves pairing a call to action to a specific benefit the reader wants.
For example, instead of relying on the tired and weak “Click Here” try using “To finally get rid of the high costs and headaches of random outsourcing, enter your email here to take your labor sourcing results to the next level!” See the difference?
Well, marketers tend to blow this technique when they end up listing a ton of benefits with the call to action. Not only does this result in horrible run on sentences, this dilutes the conversion power of your call to action.
The reader is simply too confused to take any action at this point.
Focus on one central benefit and pair that with the conversion action.
This is quite risky because your target audience might be looking for a number of benefits instead of just one.
This is where split testing comes in. Test different landing pages with different action-tied benefits and see which pages produce the best results with your traffic.
Don’t Be A Victim Of ‘Proven’ Landing Copywriting Techniques
Make no mistake about it, the landing page copywriting techniques we’ve just covered can turn your landing pages into quick winners.
However, you have to use them the right way. Avoid the common implementation pitfalls outlined and truly take your landing page conversion rates to the next level!
If you are a marketer of any description you will know that traffic is the lifeblood of any business.
Simply put: No traffic, no business!
A lot of marketers get so caught up in tracking their traffic stats that they forget to make the most of that traffic. Tell you what, traffic is worthless if your visitors aren’t buying what you’re selling, joining your list, or taking some other important action.
So how do you make the most of your traffic and monetize it?
First off, make sure you are indeed bringing targeted traffic to your site. You don’t want just anybody visiting your website or hitting your sales/squeeze pages. Do this and you’ll wonder why you’re getting a lot of visitors but no sign-ups or sales!
So, whatever methods you are using to drive traffic to your website, make sure you have your targeting dialled in and you know your ideal customer is to make the most out of your website traffic.
And secondly, use this little “traffic checklist” to monetize that traffic…
Determine Your Primary Goal
The first thing you need to do is figure out the primary goal for EACH page of your website. Depending on the page, this primary goal (and monetization strategy) might involve getting your visitor to:
- Make a purchase
- Take advantage of an upsell offer
- Join your list.
- Call you.
- Fill out a form.
- Share content/tell their friends.
- Enter a contest.
- Click on a link.
- Clicking on ads, including affiliate offers and AdSense ads.
- Complete a CPA (cost per acquisition) offer, such as filling out a credit card application.
- Read or watch content.
- Visit you offline (if you run a brick and mortar store).
- Ask for a free consultation.
- Register for an event, such as a webinar or contest.
Here are two best practices when it comes to monetizing traffic:
- Be sure to pick just ONE primary goal for each web page (and, overall, one primary goal for your website as a whole). Because if you create a page with multiple goals, your prospect may get confused and not take any action at all.
- Focus on your own products first. There are plenty of ways to monetize traffic as mentioned above, including putting offers from third parties in front of your visitors. Be sure to focus on promoting your OWN offers first, as this will always be more profitable (because you get both the profits and the list).
Design Your Site Around Your Primary Goal
Now you need to design each page of your website around your primary goal.
- If you’re designing a lead page with the goal of growing your list, then remove all other content and extraneous links, so that the page is focused on getting people to join your list.
- If your goal is directly sell a product, then create a high-response sales letter and plug up sales leaks such as external links.
- If your goal is to get people to click on AdSense ads, then create highly engaging content and embed those ads within the content.
Create An Exit Traffic System
Despite your best efforts, people are going to hit the back button on your site and bail out without joining your list, without buying a product, and without clicking on any ads.
That doesn’t mean that they’re poor-quality visitors who’ll never buy anything from you. Instead, it could mean they just didn’t see the right offer, or they’re in a hurry, or you didn’t sufficiently persuade them to take action.
For example, redirect your exit traffic to a highly enticing lead magnet so that you can get people on your list before they leave your site. For best results, create multiple lead magnets so that you can offer the lead magnet that is directly related to the page the visitor was viewing before they tried to leave the site.
For instance, if your visitor was reading a blog article about how to set up a Facebook ad campaign, then offer them a lead magnet (such as a report) that gives in-depth instruction and “done for you” ad templates.
TIP: Don’t know how to redirect exit traffic to another page or create an exit pop? No problem. You can search for “exit traffic scripts” in your favorite search engine, or you can use a service such as Thrive Leads or Conversion Gorilla.
Many folks will say that they don’t like exit pops or redirects, especially marketers, but the simple fact is, they work but use them sparingly.
Test And Tweak Everything
One of the best ways to monetize your traffic is to test and track all parts of the process to find out what really works.
- Test offers to see which ones appeal the most to your visitors.
- Test ad and link placements, including in the header, footer, sidebar, and directly embedded in content.
- Test your headlines, benefits and calls to action to see which improve conversions.
- Test your upsells to increase your per-transaction value.
- Test the design of your pages to improve overall response.
Let’s wrap things up…
So there you have it – a quick and effective checklist for making the most money with your traffic.
- Pick one primary monetization goal.
- Design your web pages around this primary goal.
- Test and track everything to optimize response.
As you can see, this “traffic checklist” is pretty simple, but very effective! So put this plan to work for you today to start making more money from all your traffic.
If you want to make more money with your business, one good place to start is on your order forms.
Think about it…
You have a prospect with a credit card already in their hand. They’re in a buying mood.
So how do you create a backend or upsell offer that gets your prospects clicking the “Yes” button? Like this…
1. Make Sure The Upsell Enhances The Main Offer
The very first thing you need to do is make sure any upsell offer is tightly related to the main offer. In fact, not only should it be tightly related, ideally your upsell should enhance the use or enjoyment of your main offer.
Now you can do the same thing, no matter what you’re selling. For example:
- You’re selling a meal-planning app. Offer a low-fat cookbook as an order form upsell.
- The main offer is a copywriting course. You can offer personal copy critiques on the backend.
- Your main product is all about setting up and running a successful blog. You can offer tools on the backend, such as a package of useful WordPress plugins and professional themes.
- Your main product is a “how to get out of debt” course. You can offer an upsell that includes items such as a debt-management workbook and personalized debt-management counseling.
- You main product is a set of kettlebell training videos. You can offer the kettlebells themselves as an upsell.
In other words, don’t just toss any ol’ offer in front of your prospects. Be sure your upsell and main offer go together like… well, like hamburgers and fries. J
2. Offer An Irresistible Deal
Dropping a related offer in front of your prospect is great. But turning that offer into an irresistible deal is even better.
Take the fast food example again. If you order a burger with a small fries and drink, the clerk will ask you if you want to “biggy size” the order for just a small extra charge. The deal is irresistible. You get a LOT more food for just a tiny bit more money.
“I usually charge $997 per month for this sort of coaching. But as a valued member of my new copywriting club, you’ll get a special price of just $497 per month for this same high-quality coaching…”
3. Use Short-Form Copy
You’ve got an eager prospect sitting in front of your order form with their credit card in hand. Now is not the time to put another long sales letter in front of them. They’re eager to buy. Putting another wall of text in front of them might just have them hitting the back button and abandoning the order form!
So what you need to do now is simply focus on the benefits of the upsell offer. In fact, your upsell may be nothing more than a benefit-driven headline, a list of benefits, and a call to action.
TIP: As always, test to find out for sure what your audience responds to the best. Test different headlines. Test your bulleted list of benefits. You might even test short-form copy against a short sales video.
4. Frame The Price
The next thing for you to remember is that you’ve already sold your prospect on purchasing the main offer. They’ve already agreed to whatever price you’re charging.
Let me give you an example…
Let’s suppose you’re selling a home study course for $99, with an upsell offer for $25 for an app:
When it comes time to ask for the order, do NOT do this: “Would you like to add this offer to your order for a total of $125 for the course and app?”
Suddenly that sounds like a lot. The prospect is going to start second-guessing their purchase. And you could lose the entire sale.
Instead, focus on the upsell price only: “Would you like to add this app to your order for just $24 more?”
Ahhhh… that’s better. That sounds doable. And since the prospect is already planning on spending $99, that extra $24 doesn’t sound like any big deal.
It’s all in how you frame it. 🙂
5. Create A Sense Of Urgency
Nothing gets people clicking the order button like a real sense of urgency. And one great way to create this sense of urgency is by making your upsell offer scarce.
For example, you might create a one-time offer. This is an offer that’s only available right now. If the prospect doesn’t grab it, they won’t be able to get it later. Or if the product is available elsewhere, the prospect will need to pay full price.
A good example of this is when you go shopping on a site like Omaha Steaks. If you spend a certain amount, such as $50, you’ll get a list of “add on specials.”
These are tremendous deals that you can ONLY take advantage of while you’re on the order form. You can still buy the steaks themselves later, but you’ll pay through the nose to do it.
“Special one-time offer: add this meal-planning app to your order right now, and you’ll get it for 50% off the regular price! If you leave this page, this offer disappears for good… so click here now to grab your discount before it’s gone!”
6. Use A Strong Call To Action
The good copywriting rules apply to your upsell just as they do to your main offer. And that means you can’t just drop the order link in front of your prospects and expect them to click it. Instead, you need to provide a strong call to action. This means you tell prospects what to do next, and give them a good reason to do it.
Click here to add this app to your order – and remember, this special offer disappears when you leave this page, so order now!
Those should be the only two options on the page. Prospects will either add to their order and continue making the purchase, or they’ll skip your offer and just stick with their original order.
Now here’s a little trick you might consider testing and using…
Phrase your “yes” and “no” options in a way that helps persuade people to click the “yes” options.
For example, let’s suppose you’re selling some sort of weight-loss information. Your option buttons might look like this:
“Yes, I want to get ready for the beach!”
“No, I don’t want to get rid of my love handles. J”
See how that works?
The “yes” option is positive and provides a benefit. The “no” option forces the prospect to agree with something that they probably don’t really agree with. That’s going to make them stop and reconsider your offer.
Here’s another example:
“Yes, I want to save money on heating and cooling bills!”
“No, I don’t want to save money.”
“Yes, I want to boost my conversion rates and make more money!”
“No, I don’t want to make more money.”
“Yes, I want to run a new marathon PR!”
“No, I don’t mind running as slow as a turtle. J”
7. Make It Easy
If you followed all the tips above, then you have a prospect who’s as ready as she’ll ever be to place her order. At this point, your goal is to make it as easy as possible for her to place that order and grab the upsell.
Here are the dos and don’ts to follow:
- Do make it one-click easy. If you’re presenting an upsell right after the customer has already filled in the order form, then make it as easy to buy the upsell as clicking a button. In other words, do NOT make your prospect fill out the order form or their credit card all over again.
- Don’t make them go through a gauntlet of upsells. Sometimes marketers throw three, four, five or more upsells in front of the prospect. They can’t get to the order form without accepting or declining these offers. Or, worse yet, they can’t get to their purchase without seeing all these offers.
- Don’t do that to your customer! Instead, put one or at most two well-placed offers in front of them. But if they decline, send them straight to the order form. Don’t make them go through a gauntlet of offers, which will make them feel like carnival workers are barking at them.
- Don’t make them “register” before ordering. If you need your customers to create an account, then have this account co-created during the purchasing process. Even if the amount of “work” for the customer is the same, framing is the key here. If a customer is suddenly forced to “create an account” before they can place an order, they may just dump their cart.
Now let’s wrap things up…
You’ve heard the saying, “strike while the iron is hot.” When it comes to sales, the iron is about as hot as can be when you have a prospect filling out an order form. That’s why it’s a great time to “strike” by offering an upsell offer they can’t refuse. So boost your sales by inserting upsells on your order forms today – and boost your conversions using the seven surefire tips you just discovered!