Monthly Archives: November 2018

The Importance of the Offer

the-importance-of-the-offer

There are so many different pieces that go into writing an effective piece of sales copy.

You want to get it all right. You want to make your copy so effective that your target audience can't help but buy it.

But, there's something a lot of people miss when it comes to writing great copy. Often, the most important piece of the puzzle is the offer itself.

You could have the best sales copy in the world, but if the offer isn't good enough, then people are going to get down to the bottom of your sales letter but they aren't going to buy.

Or, you might have horrible sales copy but people buy anyway, at least the ones who make it to the bottom and see how enticing your offer is.

You want people to BUY. In fact, the ideal situation is that your offer is so good that the rest of the copy is almost superfluous. You want people to see your offer and buy right away, without even looking at the sales page because the offer is so good.

Indeed, the offer is incredibly important. One of the best examples of this was given by uber marketer Jason Fladlien. He made the point that if the offer is good enough, nothing else matters. You can get your conversion rates to nearly 100%. How is that even possible?

Think of it when illustrated this way: What if there was a car for sale for $1? Imagine there are no strings attached, no taxes you have to pay… nothing expect that $1 to pay. Assume this car is your dream car. You'd absolutely take that offer, right? There would basically be a 100% conversion rate on the offer to buy that car.

Obviously, that's an extreme example. But, it absolutely makes the point.

What about Your Offer?

Now, think about your own offer. Is your offer so good that people won't want to pass it up?

Sure, it's important to have great copy and to use the psychology of sales within your copy. But, can your offer pretty much stand alone and still convert like crazy?

Again, think about your offer. Are people really wowed when they see all they're getting?

There are many different ways that you can wow people. You can wow them on price, what's included, on added value, scarcity, personalization, and more.

With the car example, you’ve wowed people on price. The price compared to value is so shockingly low that people can’t help but buy the offer.

But, maybe you don't want to charge a really low price. So, you can wow people with what's included. You can add so much value that it's instantly apparent that your offer is an amazing one.

You can also introduce scarcity to your offer to get people to take advantage of it. If your offer is in such limited supply that it will soon be completely gone, possibly forever, then many more people will take you up on that offer right away.

You can add personalization to your offer. Personalization can set your offer apart from everything else out there. Personalization might include your personal help, something specifically tailored to their needs, and so on.

Revisit your current offer. Brainstorm what might be appropriate for your niche. Maybe you want to create a can't-miss-it price and include so much more than anyone else would include. Do some brainstorming, figure it out, and create an offer that will dramatically boost your conversion rates no matter what's going on with the rest of your sales copy.

When it comes to the offer, you can also bring up some comparisons within your sales copy that will further entice people. It's okay to mention that no one else offers what you offer, and for the low price you offer it for. Think about what else is on the market and how your offer is better than whatever else is out there.

When you write about your offer, use the elements of sales copy and the power of psychology. Make it seem so exciting that they absolutely will not want to pass it up.

Your goal should be to dramatically boost your conversions on your current sales copy and for every piece of copy you write in the future. It is definitely worth it to test different versions of your offer. Changing some wording here and changing some wording there can further boost your conversions.

The Offer Matters

Hopefully, you can see now that the offer is incredibly important. If your offer is there and if your offer is solid, then people are probably going to buy. If your offer stinks or if you don’t frame it in the right way, people probably won’t buy.

Sure, things like the headline really do matter on a sales letter. The headline is there to capture people's attention in the first place—it calls out to your target audience. Things like the story and bullet points are there to keep people's attention and stir their emotions.

After all, the potential buyer needs to have an interest in going down the page until he or she actually sees the offer, so you don’t want them to be so bored that they click away first.

But, when it comes to actually clicking that buy button and following through with the purchase, it's all about the offer. If the offer is amazing, it doesn't matter what else is going on, once you've gotten their attention in the first place.

If you pay attention to the offer and really work on tweaking your offer to perfection, then you can boost your conversion rates and earn so much more with every single product you release.

Focus on the offer, focus on the offer, focus on the offer.

That's the bottom line when it comes to writing effective sales copy and earning great money, no matter what it is you're trying to sell.

The Value of a Buyer’s List vs. a Freebie List

The Value of a Buyer’s List vs. a Freebie List

What is the lifetime value of everyone on your email list?

This might be something you’ve thought about or it might be something you’ve never thought about.

Of course, you always hope that everyone on your list will go on to become a buyer. The fact is that there are some people who are never going to buy from you and might not stay on your list.

They joined your list to get something for free, but maybe found that you're just not their cup of tea, or they never intended to buy anything for whatever reason, or they've moved on from the topic, or something else happened.

Those people are going to unsubscribe from your list or go inactive by not opening your future emails and that shouldn't shock you. It's going to happen… period. You shouldn't be worried or concerned about the people who unsubscribe. It's just a fact of being an email marketer.

At the same time, it is important to understand why someone might unsubscribe from your list once they’ve signed up to receive something for free. It's also important to understand why someone might be on your list for a long time but never become a buyer.

We Value Buyers More Than We Do Freebie Seekers

It may seem awful to base the worth of people on your list based on whether or not they will ever buy from you. And that's certainly not the only measure there is of the value of people on your list. But, we email marketers do (or should) value people who buy from us more than we do those who do not. It’s just a fact of business.

We value those who buy from us over and over again, and pick up our higher-priced items, more than we do those who only buy one product, no products, or only lower-priced products here and there.

Part of that is because we like to provide value to people, and those who don’t buy what we offer aren’t getting value from us, so we aren’t truly reaching them on any level.

Put More Effort Into Those Who Buy From You Again And Again

It makes sense that you would put more of your efforts into building relationships with those who are more likely to buy from you on a regular basis.

You'll spend more of your time figuring out what your high-ticket buyers need and want than you will your low-ticket buyers or your freebie seekers.

How Do People Get On Your List?

Let's take a step back for a moment. How did these people get on your list in the first place?

If you've been building your email list for any length of time at all, then you probably have subscribers who’ve joined a couple of different ways.

Some may have joined if they bought a product of yours. If someone has already bought a product of yours or a product you promoted as an affiliate, then that person is a proven buyer.

Another way they may have joined is if they signed up for your email list to receive a freebie. Maybe it was a free report, a free course, or whatever it was. These people are obviously interested in the topic of your email list but are not yet proven buyers.

Now, which of these two types of subscribers is more valuable to you? Again, I’m not talking out their worth as a human being – I'm talking about their worth to your wallet.

Buyers vs. Freebie Seekers

Hopefully you can very quickly figure out that the proven buyer is more valuable to you. They've proven that they're willing to take out their wallet and pay for a product, or service, or whatever it is.

That really indicates that they know, like, and trust you, or at least one or two of those three things.

That doesn't mean the freebie list member will never go on to become a buyer. The moment they buy something from you is the moment they become more valuable as a list subscriber. Some freebie list members will buy from you and some won't.

But, pay attention to what is most likely to happen. The person who has already bought from you is more likely to buy from you again. They have a higher value to you right out of the gate.

I would never tell you not to use every single method you have at your disposal to build a list. But what I will tell you is that you might want to put more of your effort into building a list full of buyers than building a list full of freebie seekers.

I'll say this again because I think it's so important. Please don't give up and stop putting opt-in forms on your blogs and setting up squeeze pages to give away free items. That would be a huge mistake.

Focus on Your Buyer’s List

Do make sure you are building a buyer’s list as well and putting even more of your effort into doing so.

With every product you sell, you should be striving to build a list. Automate the process. Everyone who buys from you should automatically get added to your email list of customers.

Segment Your List for Maximum Profitability

And if people buy more than one product from you or if they buy higher ticket items or upsells, you can further separate them out. Put them on a separate email list from those who have bought from you multiple times or who have bought higher ticket items.

As you can see, I’ve mentioned having several different lists. When people first start out, they often only set up one list. They combine those who’ve signed up for a freebie product with those who have bought a product. This is something you may want to think about correcting.

Using the tools of your autoresponder service, create a list for those who have already bought from you. Create a list of those who signed up for a freebie product, and create a list for those who have bought upsells or higher ticket items.

It's so important to target your marketing to your audience. The way you will market to your freebie list is different than the way you will market to those who have bought higher ticket items. It's a matter of being a proven buyer versus being a freebie seeker.

The way you work with these different groups is totally up to you. Some marketers choose to delete freebie seekers after they haven't bought anything for a certain amount of time. Others keep them around and send them affiliate offers or lower-priced offers with the hopes that someday they'll decide to buy. And remember that while they might not be ready to buy right now, they might be ready to buy some day in the future.

No matter whether you delete freebie seekers or you keep them around, you should spend more of your efforts marketing to those long-term customers and proven buyers. This can pay off for you much more.

Having A Professional Autoresponder Service Can Help You Effectively Work With Both Freebie And Buyer’s Lists

This is yet another reason why it's so important to get a professional autoresponder service. They will make it easy to separate your list, start new lists, and manage your subscribers in the right way.

You can set up different autoresponder emails for your freebie seekers than you set up for those who are proven buyers. Once you really get into it, you can further segment your lists and tweak and test things until your lists are much more profitable than they would be if you were marketing to freebie seekers and buyers in the same way.

Pay Attention to the Differences in Your List Subscribers

You want to maximize your earnings as an email marketer. That means paying very close attention to the difference between your buyer’s list and your freebie list. Put more of your attention on building relationships with those who are proven buyers. Market higher ticket items and related items to those who have already purchased from you.

Why You Should Feature Other Marketers On Your Download Pages And In Your Products

Why You Should Feature Other Marketers on Your Download Pages and In Your Products

As an affiliate, you’re always looking for ways to make more money. One thing you know for sure is that you can’t be shy about placing your affiliate links where potential customers can see them.

That’s actually a problem some affiliates have. They’re too shy about putting their affiliate links anywhere. It’s time to get over that problem because you’re holding yourself back as an affiliate.

Other affiliates have the opposite problem—they place their affiliate links in too many places. They’re always spamming their links here and there, even if it’s not necessarily a spot where potential customers are looking.

What if there were a perfect spot for you to put affiliate links? We have those standard spots like on blogs, review articles, review videos, and more. Those spots work just great—you can certainly earn a full time income if you work on driving traffic to your links in those spots.

But, there are two places to put your affiliate links that you might not have thought of before. Those places are on your download pages and in your products.

Why You Should Be a Product Creator, Even as an Affiliate

After you read that I recommend you put your affiliate links on your download pages and in your products, you might have scratched your head. Why would you have your own products if you’re working hard to build your business as an affiliate?

I believe it’s always best to have your own products—at least some of your own products. Having your own products serves your purpose because they allow you to build your list (affiliates will be promoting for you now) and earn passive income.

They also build your authority so it will be easier for you to make sales as an affiliate. People tend to respect and trust people more when they have their own products for sale. It’s a perceived authority thing.

Having your own products helps you make sales in another way, too—you’ll then get to place your links on your download pages and in your products.

Maybe you already have your own products—that’s great. That means you can take advantage of this strategy right away. You can go back through your old products and your old download pages and implement this right away.

Featuring Other Marketers on Your Download Pages

Let’s first talk about why you might want to feature other marketers’ products on your download pages.

Someone has just bought your product and they’re directed to your download page. They’ve just spent money and are in the buying mood. They’re clearly interested in, and willing to spend money on, the topic related to your product.

If you’re in a very profitable niche then it’s very likely that your customers aren’t just interested in buying one product on that topic. They’re probably interested in buying multiple, related products over time.

You can speed that up. They trust you now because they’ve bought your product. You can recommend a complementary product right on your download page.

Remember—people are in the buying mood and you know they’re interested in your topic. It’s a win! People certainly don’t have to buy that product but it’s right in front of them and presented in an appealing way—you might be surprised at how many conversions you get.

Over time, you can test different conversions and really see what’s going to work best for you.

You can write a mini review, place a banner ad, write a full review, place the products’ graphics there, etc.

Don’t do this in a way that will annoy your customers. Do this in a way that will demonstrate the clear benefit of also picking up the product you’re promoting as an affiliate.

Featuring Other Marketers In Your Products

It’s also ideal to feature other marketers’ products right within your products. This works well if you’re writing or creating an info product and you know of something that’s complementary.

You obviously don’t want to purposefully leave anything out of your product because that will upset people. Don’t make them feel like what they’ve just bought is inadequate.

But if people want more information on a certain topic or there’s a product with a unique perspective out there, you can certainly reference it.

In some cases, it might make sense to reference the product you’re promoting as an affiliate right within your product’s text. It can make sense in the natural flow of your writing.

In other cases, you’ll want to create a references or “further reading” section where you direct your readers.

This is prime territory. People are actively engaged in your product. They are likely interested in the highly related product you’re promoting. It definitely makes sense to use this prime territory in many instances.

Make sure you aren’t just shoving affiliate links into your products left and right. Put your customer at the top of your mind when you do this. Will your typical customer appreciate and benefit from learning about a product you’re promoting as an affiliate? If so, then go ahead and put the link in.

Promoting Via Email

In some cases, you won’t have a download page and you won’t necessarily want to promote within your product. There’s always the old standby of email.

If you’re giving people the download to your product via email, then you might consider writing a follow up email that is a promotion for a complementary product.

The key to promoting others’ products via email is to make sure you focus on that relationship and connection. You don’t want to just spam your list and inundate them with offers.

Think about them first. Think about what they really need and can benefit from.

Implement This Strategy

There you have it.

Whether you’re new to creating products or you have several products you can get started with, this can be a nice way to serve your audience and make even more money from your efforts. Give it a try and see how it does with your audience.

How To Get More People To Open Your Emails

How To Get More People to Open Your Emails

It’s All About Email…

As an online marketer, you're probably aware that email marketing is extremely important. If you don't have an email list, you're going to be left behind.

But just having an email list isn’t enough. You can build one by giving away something awesome, but how do you convince them to open your emails in the future, which is what you wanted to happen when you asked them to sign up.

So now, you’re ready to learn what it takes to nurture that list to improve your open rates. It's frustrating to send an email out, only to find that next to no one opens it. What's the point of that?

One of two things tends to consistently happen to email marketers. There are those marketers who just don't know how to reach their audience. They’ll send an email only to be met with dismal results— their open rates are terrible.

There are other marketers who seem to have the golden touch when it comes to email marketing. People salivate when one of their emails comes into their inbox. Their open rates, click through rates, and conversion rates are out of this world. That's the position you want to find yourself in.

So, how do you get more people to open your email? It's not as tricky as it sounds, actually. When you really get to the heart of it, it's all about understanding people and developing relationships.

What do the people in your niche, the people on your email list, really need and want? If you can figure that out, you're as good as gold.

Your marketing message isn't worth anything if no one's going to see it. And no one will see your marketing message if you can't get them to open your email. Understanding how to get more people to open your email is one of the most important things you can do as an online marketer.

Build a Relationship with Your Audience

People buy from those they know, like, and trust. The same holds true for who opens your emails. If people know, like, and trust you, they're going to open your emails more readily.

It's getting to that place that can be tricky. It's especially tricky if you're pretty new to this and you're an unknown quantity in your niche. That's okay – you can quickly build a relationship with your audience even if you’re new.

It's really as simple as understanding what they need and want and delivering that. Pay attention to them. Immerse yourself in the culture of that niche by browsing and posting on related forums, social media, blogs, and more.

You should be everywhere the people in your niche hang out. They should find you being helpful in every way. Don't be afraid to share your opinion and become a thought leader within your niche. Yes, some people will disagree with you but others will agree with you. You'll be respected as a leader.

In addition to positioning yourself as an authority, expert, and someone to listen to within your niche, it's also a good idea to work hard to communicate individually with the people who join your list. There are some marketers who take this as far as paying attention to who has subscribed that day. They drop them a quick line to welcome them – a one-on-one welcome message, not just the standard follow up welcome message.

Even if you don't want to (or can’t) take the time to do that, and it’s really next to impossible once your list really starts to grow, you can respond to those who ask you questions. There will be those who reply to your emails. Answer them, and answer them yourself and with respect.

In fact, encourage communication. Open the lines of communication. You don’t want to be a faceless, cold marketer at the other end of a computer screen. Help people and be present—be “real.” That's what a relationship is all about – there's the give and the take.

If you want to get more opens and make more sales, then you need to pay attention to that relationship and nurture it from the very start. Just be there for people – help them in every way you can. Give more than you could ever expect to receive.

Getting People Addicted to Your Content

It's also important to stand out as an email marketer. You don't want to do the same old thing everyone else is doing. This means finding a unique angle for your brand and showcasing your personality.

Make your content interesting in addition to that. People won't want to open your emails if they aren’t going to be entertained or informed in some way. Your emails shouldn't be dry and boring – there should truly be something in it for the person who reads the email. They have to get something out of it.

And, just because they open one of your emails doesn’t mean they’ll open subsequent emails. You have to constantly be on your toes.

You can play around with this. Consider creating series of emails where you include cliffhangers from one email to the next. Get people excited, give people great information, and let your personality shine through. Do things that will make them anxious to hear from you.

Researching What Your Audience Needs and Wants in the First Place

I touched on this already, but it's so important that it bears having its own section. As a smart marketer, you have to know what your audience needs and wants.

Keep your finger on the pulse of what's going on in your niche. You should know what the latest news is. You should know what the latest developments are. You should know what other marketers are doing in your niche.

Remember that there are real people at the other end of the computer screen. If you want people to open your email, then people have to feel that connection. They have to know that you have their best interests at heart.

When you write an email, imagine the typical person who will be reading your email. Find a picture that could represent them. Create a little background history of them – the reader avatar.

Craft your email directly for that person. They’re representative of your niche as a whole, so it will add that humanity to your writing. You’ll naturally make more of a personal impact on those who read your email.

Crafting a Great Subject Line

How crowded is your email inbox? Go ahead and take a look right now. If you regularly clean out your email inbox, then it might not be crowded at all. Still, you probably receive dozens or even hundreds of emails every single day from marketers, businesses, friends and family, colleagues, and so on.

If you're like many people, then more, more, more land in your inbox every day. It's completely overwhelming, right? How can a marketer stand out?

Now, browse through the promotions section of your inbox if you have them separated out that way (like they do with Gmail tabs). Do any of those emails stand out to you? Which do and which don't? Take notes on what you find.

Every day, you're compelled to open some emails and to delete or ignore other emails. Put yourself in the shoes of those who are going to open your emails (or who you hope will open your emails). What's going to get them to open? What’s going to catch their attention?

It's important to craft a great, eye-catching subject line. Consider this to be the headline of your email. You have to capture their attention even in the midst of hundreds of other emails.

There is no one way to craft a great subject line. Play around with what works in your niche. Try including a little mystery within the subject line. Don't make it too long and wordy. Make sure it calls out to your audience and intrigues them in some way. They should see your subject line in the midst of hundreds of other emails and instinctively think, “This email is for me… I have to open it!”

Again, it can really help to study how others in your niche craft their subject lines. This is a skill you can grow over time.

Now Put This into Practice

Hopefully, you’re really excited to put these steps into practice. If you get more people to open your emails, you can make a lot more money and grow your business in incredible ways.

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