Your funnel pages must be effective in order to create the profits you expect from your products. If your funnel pages are not converting your prospects into buyers or your buyers into repeat buyers (i.e. OTO buyers), you will not make nearly as much profit as you could.
Thus, there are tips provided below to help you create higher-converting funnel pages so you can gain more profits from the products and sales funnels you create.
Be sure to use headlines and sub-headlines in your sales letters. Most people don’t read sales letters word-for-word; they don’t have the time or the desire to go through every sales letter they encounter word-for-word.
Thus, use headlines and sub-headlines to help point out the important points, features, and benefits your prospect will gain from ordering your product and OTOs.
Another key is to focus on the benefits your product will deliver to the customer. The customer doesn’t really care how the product will deliver the benefits to him/her; he/she just wants to know what is in it for him/her- how does his/her life get better by purchasing your product?
While you can include features in your sales letter, be sure to highlight and focus on the benefits the person will get from ordering your product. Specifically, you should really focus on the benefits that will eliminate or alleviate the person’s problem or pain- this will make it more likely he/she will order your product.
On upsell and down sell pages, be sure to put text down under the order button when they are ready to pass on an upsell or down sell offer that reminds them of the benefits they will be passing up on by rejecting the upsell or down sell.
Human psychology tells us that people do not like pain and they do not like missing out on things. Thus, by reminding people of what they will be missing out on by passing up your upsell or down sell offer, you will make it harder for them to hit the “no thanks” link, potentially leading some of them to hit the “order now” button instead.
Thus, you have learned that using headlines and sub-headlines in a sales letter will enable people to scan your sales letter and learn the important points without having to read it word-for-word. You also learned that you should focus on the benefits of your product that the person will get by ordering your product.
Finally, you learned that by reminding people of what they will be missing out on when bypassing upsell or down sell offers, it will be more difficult for them to pass on it and may even convince some of them to order the upsell or down sell instead.
Different Types Of Sales Funnel Techniques
There’s more than one way of creating successful and profitable sales funnels. There are several methods, in fact, that can help you to make profit from your product offers. You will learn about some of these different methods below.
The most basic type of sales funnel is that you use a squeeze page to capture the name of the prospect’s name and email address in return for a quality free report on a topic of interest to the prospect.
You then send email messages with more information on the topic of interest and make brief mentions of your main product offer, implying that this product will help them solve or alleviate the problem they are having (and a key reason why they downloaded the free report in the first place).
You include a link to your main product’s sales page in your email messages.
Over time, the prospect will learn to trust you and your recommendations; as a result, they will check out your main product’s sales page.
Provided the sales letter “sells” the main product to the prospect, he/she will become a customer, which can lead to him/her being added to a buyer’s email list, letting you know that this person has bought from you before.
Now, you can add more to your basic sales funnel, specifically upsells and downsells, also known as one-time offers or OTOs. After a person has paid for your main offer, the person will be shown an upsell offer, an offer that enhances the value of the main offer, whether that is an upgraded version of the main offer or a complementary offer to boost the value of the main offer.
The person only has that one chance to purchase it at that special price – hence why it’s called a “one-time offer.”
If the person chooses to decline the offer, he/she may be presented with a downsell offer, an offer that is either exactly the upsell offer he/she just rejected at a lower price or a similar offer to the upsell offer, but with one or more missing components from the upsell offer, at a lower price.
If the person chooses to buy this offer, he/she will gain access to it and may be taken to another upsell offer. If he/she chooses to decline the downsell offer, he/she may still be taken to another upsell offer.
Thus, to earn maximum profit from your product offers, you should use a squeeze page to get the person’s name and email address, follow up with email messages to get him/her to visit the main product’s sales page, and present him/her with upsells and downsells to enhance the value of the main offer for him/her, while increasing your profits.
This is the main sales funnel strategy for most Internet marketers, and if done properly, can be highly effective and highly profitable.
GETTING PERMISSION TO COMMUNICATE
The next step in the process of using attraction marketing to your advantage is to get people to let you talk to them. With the advent of laws regarding spam and other inappropriate means of communication, it has become very important for any Internet marketer to be sure they stay on the good side of the law.
As an Internet marketer, you need to have the permission of a consumer, client or website visitors to send them any form of communication other than direct communication such as through a blog comment.
Why you should do this, you may be asking. As part of the process of developing a successful Internet marketing business, you need to get your product or service in front of the client. As you will see in Part 3, this is the key to your success in selling.
There are many ways that this can be done. The bottom line is that it has to be done. You want those that find you on the web to come to your website and a lead capture page, for example. This way, you are able to get their permission to send them more information.
There are many lead capture tools available to help you to accomplish this including The Renegade and Marketing Merge, for example. You can also create your own, and not something that is difficult to do on your own, even if you are not a techie.
What happens is simple:
- Individuals find your information on the web.
- They follow it to your website’s lead capture page.
- They sign up when they arrive there.
- You have a lead to sell to, market to or otherwise use.
Now, you can advertise to them.
PROVIDE INFORMATIONAL EMAILS TO THE CUSTOMER
Now that you have gone through all of this work, you still do not have a profit in hand. Why not?
This is where the final part of the three part process of using attraction marketing comes in. Now, you will take the information and resources that you have worked so hard to develop and make them into something that’s going to turn a profit for you.
Keep in mind that while this process may seem like it is long and has a lot of work to it, you are going to automate much of it and secondly, you are going to do all three things at one time. This way, you are likely to start making money from attraction marketing right from the beginning of starting the process.
INFORMATIONAL, NOT SPAM
One of the keys to building a successful attraction marketing plan is not to be overly sales like. Everything and anything that you do should be done based on subtle sales information. You are providing information to the client. You are not hard selling what you have to offer to them. This is why it is called attraction marketing. The consumer is attracted to you because you are giving them valuable information and tools to use.
Don’t fail on that point: informational is key, not sales ads.
DEVELOP A PLAN
As part of the process of using the permissions given to you by those who have visited your website, you will need a plan. The plan is quite specific. You need to send emails to those who are on your list that allow them to gain something and learn something. You need to have a plan in place so that you can be professional while still getting people to your website at the same time.
In this form of attraction marketing, you are attracting people to your website by first telling them something important. They think, “Hey, this is great. This is just what I need.” They then head over to your website from the link posted in the email. They can then make a purchase from you or do what you wish for them to do.
To make sure this happens, you need to ensure that your emails are well received and that they have the best information they can offer to the reader. This way, they are most likely to visit your website.
The first step in the process is to develop a newsletter or other email communication with them. It does not matter what you call it. Rather, it matters what is in it. Here are some examples of quality content to provide to your readers.
Provide Informational Articles
Your clients want to read something helpful to them. They want to read something that teaches them something. For example, let’s say you are selling an informational product on acne. In your email message to your readers, you write about the causes of acne. This provides them with some type of information.
Make your subject line effective
A common problem that many people have when
using any form of email marketing is that they just do not get their readers to open up the email. How can you do well if the reader is not even reading what you have to offer? Use your subject line as a tool. In the above example, the subject line could be, “what causes acne and what you can do about it now.”
Make your email personal
If you have ever opened up an email and read it knowing that they were just selling something, chances are good the information with was a simple made up, canned response. That’s boring and actually worthless. Use the reader’s names. Be sure to write to them, not to academics. Be personal, yet professional at the same time.
Don’t overdo it with graphics
Another problem with email marketing like this is that people go overboard with graphics. You have seconds to impress your reader and get them to actually read the email you have sent. If you have so many graphics within it that it takes forever to load, they will close the email and move on long before actually seeing what you were going to talk about.
Tell them what to do
Perhaps the most important aspect of any email used like this is that it has to provide your readers with a way of reacting to what you have sent. Tell them what to do or what they can do to learn more. Give them the link to follow that takes them to the answers to their questions. For example, in the above example, after detailing all of the causes of acne, follow up with a link that takes the individual to your acne cure website. The link may read, “Finally, there is help for any of these acne causes.”
Attraction marketing is only as successful as you make it. Therefore, if you invest a little time in it, especially in writing these emails, chances are good you will get very little from it. Take your time to produce a quality, highly effective email that is sent to your readers.
WHAT TO SEND IN EMAILS
Still unsure of what you can do with your emails? Here are a few more ideas to work with:
- Share information on the topic you have a passion about, hopefully related to your website.
- Share a good book, informational product or other item that in some way relates to your business indirectly.
- Share live event information. Perhaps you are doing an educational seminar or a web cast and want to invite your readers to come to your website to attend.
- Perhaps you are running a sale and you wish to provide your readers with information regarding it.
- Perhaps you are providing some recorded training and want to share the details with your list.
That’s all it takes to get the email going. An effective campaign does get people back to your website. In fact, attraction marketing can work in many ways to gain you resources including higher sales potential. Take the time to put attraction marketing in place and you will see traffic to your website come in from a variety of sources. You are likely to see your sales go up as long as you have provided your readers with the helpful tools and resources they need to make wise decisions.
If you are not sure if it can work for you, consider traditional sales mechanisms. You could pay a heavily trafficked website for an ad in the thousands of dollars range and hope to get enough readers back to your website. Or, you can invest your time, not your money, in getting quality traffic that is already interested in you!
Welcome to Issue 4 in this topic. This is the last issue in this topic.
TAKE EVERYTHING AND PUT IT TOGETHER
Embedded in free reports, you should have upsell links to e-books that can cover the same or similar subjects more in-depth. Within the e-books, you might have backend offers for trial memberships to online forums to help people in their niche. In value packages, you want to give someone who has expressed significant interest in and appreciation of your products the opportunity to sell it for you for a commission. This way, they can buy your products at a discount and sell them to make income too.
Mix and match strategies. For instance, you might do a one-time offer for a value package, and then later in your email campaign, use a bonus offer to thank them for being loyal customers. Sometimes, you will want to do an interview format and add cross-sells and upsells into your affiliate offers. It’s not about just doing one thing; it’s about learning how to do multiple types of backend offers that can generate income and yet not be oppressive to your customers. Instead, they should welcome your offers because they are timed right, priced right, and provide them value.
DIFFERENT TYPES OF BACKEND OFFERS
Unlike a frontend sale, you can be highly creative with backend offers to make you more money. Many of them may not even look like backend offers because the customer himself/herself won’t be the source of your income; someone else will be that source. He/She will just trigger the income stream via a contract you have to promote someone else’s product or your pay-per-view content. Thus, don’t limit yourself to offers of products and services; instead, mix them in with what appears to be free information or content when you’re actually getting paid to promote that too.
A highly creative backend offer is to sell an informational product and then later offer them the master resell rights for that product so that they can sell it too. Originally, they will get a .pdf file that is readable only, but with the master resell rights, they will get an editable document. You can even tailor the master resell rights so that some of your backend links may not be modified, while other affiliate offers can be modified to provide the new seller with another way to make income by changing the affiliate id.
Another type of backend offer that has nothing to do with selling anything is to give your customer the incentive to bring referrals into your program. In this case, you may be giving out $10 per sign-up, but you can word it so that it’s not really a payment, but a receipt of money. For instance, say you have a membership club online. You are trying to gain members, and it’s a paid forum. You might offer someone $10 per sign-up for referring friends, but only if that friend stays as a member for 60 days or more. That way, what you’re really offering is a reduced price, but instead of the new member receiving that, it’s the referring agent who gets it.
A referral program is a strong backend offer that can be done while giving the perception of giving money instead of taking it. However, a good referral program is one that is a great source of income in both new customers and sales. It works best with existing customers who already have bought your products and services and are happy to refer others into your program. They get a little pocket change and you get an army of satisfied people promoting your products and services for you. You only pay when a new customer fulfills the necessary conditions for payout and if he/she happens to put in the referral code to identify who referred him/her to you.
TRACK YOUR RESULTS
Keep track of which backend offers are creating more income and why. This can give you valuable insight into your customers’ buying behavior. If you just set out offers willy-nilly and are just looking at the total income from all sales, you miss the opportunity to fine-tune your system so that you almost appear to be reading your customers’ minds.
Some of this tracking can be done with autoresponders and a system like AWeber.com to track sales based not only on products, but on customers too. If you set up three email lists as we’ve advised, you can track multiple campaigns and figure out what is working and what is not.
You can even do split testing with backend offers. Split testing is when you send 50% of your visitors to one page and 50% to another. If you are testing an order form, for instance, you can just do split testing and see what approach works better. If you only use one approach, all that will tell you is what doesn’t work. It won’t tell you what does work. With split testing, you will see more sales for pages that have either hit a psychological trigger, had better product placement, or was more in line with what customers wanted. With split testing, you can not only change products that are being offered on the backend, you can also do minor tweaks like font color, font size, headers, placement, and more to really get a good idea of what works best on your site. Once you really analyze the results based on your sales figures, tiers, and customer preferences, you will really boost those profits into the stratosphere, which is what backend marketing is all about.
If you want to discover how you can start a business you love which, uses all of the techniques you have read about and more, then click here!
The whole idea behind backend offers is to increase your profits by getting people to buy more. It can mean getting them to buy additional products, but it can also mean subtly influencing their buying behavior during their checkout so that they are likely to upgrade their purchases. The upsell is a classic marketing strategy that is a backend offer due to the fact that the customer has already made a commitment to buy. What you’re doing is now offering them reasons why they should upgrade their offer at a time when they are more suggestible to the idea.
In retail, the upsell is characteristic of the cashier at a fast food restaurant who asks if you want a combo instead of a single. If you’ve ordered the combo, they will have been trained to ask if you want the large combo, and they will point out that it’s only a few cents more. People are by nature greedy and want the most for their money. If they are already committed to buying, and the upsell is placed within the right price range and in a similar line of goods, they will often take the bait and upgrade their purchase.
Online, how would you do that when there is no cashier online? People are buying things off an e-cart, more than likely, and how do you interrupt the transaction without seeming too self-serving? The key is in the order form. You can set up the order form to include an upsell offer at the bottom or top that brings to the customer’s attention that there are other types of products, very similar in nature to the one in the cart, that have a higher value, but offer more.
This is done prior to actually allowing the customer to check out, and either at the top or the bottom of the form. They haven’t quite completed their offers, and now they are made aware that there is an even better deal just around the corner. Just allow them to view the other deal and upgrade their offer and then complete the checkout after that.
SWEETEN THE DEAL
Always sweeten the deal by offering free shipping or some other incentive to purchase the upgrade. The upgrade itself will be enticing, but if you tell them that on orders of $50 or more (the price break between the regular and upgrade), they get free shipping too, it will help them to decide to upgrade. It may cost more in the short run, but they will feel better at having gotten the best deal and be happy that you bothered to show it to them. Otherwise, they might be upset to later find out that they could have gotten that deal, but didn’t, and no one mentioned it either, which will make them upset with you.
Next to the upsell, the cross-sell is the next best backend strategy. This is where you offer them a complementary product to go with whatever they’re buying to increase the amount of products you sell. If you sold shoes, for instance, the cross-sell might be socks. If you sold e-books on organic gardening, the cross-sell might be tools for the garden. Unlike the upsell, which is a similar product, these products can be vastly different. You can sell pie, for instance, and cross-sell ice cream because everyone knows people like to eat pie with ice cream. Whatever goes along is what is offered at the moment of purchase, and it can be combined with value packaging too.
CREATE SPECIAL PROMOTIONS TO CROSS-SELL
Cross-sells take a little more thought than upsells. You need to try to think about what types of products complement the products in your product lineup. If you don’t have a cross-sell product within your own products, look at affiliate offers and see if you can offer one of those as a cross-sell. The key is to make it a little different than the actual order, but something that might appeal to the purchaser of a specific product.
Cross-sells work very well with lower- and mid-level price range customers. You may not be able to immediately upsell someone on the entry-level email list, as he/she isn’t too sure of your products to commit to larger purchases yet. However, he/she may be willing to add something additional to his/her purchase if it provides him/her with an additional benefit at a cost that isn’t much higher than the original cost.
Once you’ve planned the cross-sell product, be sure to promote it, not just on the backend, but on the frontend too! This is one strategy where the more you talk about it and make people aware, the more likely that they will take you up on your offer. For instance, you might be selling women’s dresses online, and you have decided to cross-sell it with special pantyhose. The idea is that for every dress they buy, they can also purchase pantyhose in packages of three for that week only at a special price.
You promote the cross-sell on your website, but you also remind them of the cross-sell when they are checking out if they buy that complementary product, like the dress. By this time, they will know that it’s just another promotion and may or may not take you up on it, but at least they’ve seen it two or three times by the time the checkout form comes up with their total. At that point, they will be primed to include the pantyhose in their order, just by virtue of being marketed so many times as a good deal. It really does pay to repeat the promotions you set up, whether on your website, on your forms, or in your email newsletters for what’s coming up. Let people know what you’re doing to get them excited about your offers.
PARTNER FRONTEND AND HOG BACKEND
If you get enough traffic to be of interest to venture partners, it would be a good idea to share the limelight with more powerful marketers than you. The reason for this is that if you allow them to market on your website or forum, you can attract many of their customers to your site, increase your traffic, and then get them on the backend as they buy one of the venture partner’s products that you are helping to promote.
LINE UP INTERVIEWS
To locate venture partners, all you have to do is to look at some of your competitors’ sites. If that makes you uncomfortable, look for a bigger name than you where you stand to benefit from the relationship more. Send a letter of introduction and explain to him/her what a fan you are of his/her products, services, or philosophy. Propose in the letter to partner with him/her in the future for a workshop or interview forum to be able to show your customers the right way to do whatever niche he’s/she’s in and that you will sell his/her affiliate products during the event. It will be hard to say “no” to something this nice, but even so, many big names are very picky about who they partner with as they have limited time and are solicited often.
Send out multiple letters to see who you can snag for an interview panel or a workshop. Tell them how many people are on your list and how they might benefit from the arrangement. Make sure there is some benefit to them too; otherwise, they won’t bother. Once you get a number of them to agree to it, start to promote the event with your list. It should be a major draw if you target it as an informational session and not as a sales seminar.
LINE UP BACKEND OFFERS
Once you know who is showing up and what affiliate offers you will be promoting, you can start to line up backend offers too. Remember to have a capture page for new customers, as you will probably get numerous new people interested in hearing the coaching session or interview panel. Free workshops are popular too.
Set it up online and make people register for the event before it starts in order for them to get a few freebies right away. Here you can start the first backend offer. During the event, promote your products and the participant partners’ products and make sure people know that they can expect future goodies in their email later. Set up the email campaign to start to market the backend offers more for you than for the interviewing participants to get the most out of it.
SEVERAL BACKEND OFFER LEVELS
In order to get the most of a backend offer, there should be many such opportunities available. It’s not a linear process where someone buys a product or service and then shortly afterwards is given one choice of a backend offer. That would be too limited. Instead, consider how many times you can cycle through backend offers any opportunity you get. They should be stacked in ways that at some point, your customers will always be marketed offers that are new and exciting. It all starts with the registration of an email in your sales funnel, but from there, you should plan multiple levels of backend offers and multiple types of offers too.
In Issue 4 we will be looking at you can put this all together.
Welcome to Issue 2 in this topic.
HAVE MANY, MANY OFFERS IN YOUR FUNNEL
If you want to do backend offers, you have to have many products in your inventory. They don’t specifically have to be your own products; they can be affiliate products. However, you need sufficient inventory to mix and match your offers so that people won’t get tired of seeing the same offer every time and get more resistant to being marketed to out of pure boredom.
THE THREE-TIERED SYSTEM
In your inventory should be three categories of products: low-, mid-, and high-range products. The reason for this is that you are going to cycle through the entire line up of products in whatever demographic your customer is in. If they self-identify themselves as being willing to buy in the mid-range, then you can shift them out of the low-range products and start cycling them through the mid-range products, and so on.
This three-tiered system works well because it allows you to keep track of what part of the sales funnel they are in, what they’ve already bought, and what you still need to market until it sells. After that, it’s just a matter of learning when to give incentives to have them buy more on the backend.
GAIN TRUST WITH YOUR LOW-END PRODUCTS FIRST
Some strategies work best with different tiers of products. You can’t really do an immediate backend offer the moment someone buys a low-end product, unless it’s very subtle, like something that is included within the content of a freebie. Otherwise, it’s not enough time for customers on that tier to really ascertain the quality of your products and to trust that you will deliver what you say you will deliver.
If that’s the case, you might want to offer more significant freebies to move them up a notch, like an invitation to a teleseminar or a free coaching session. That way, they can test your products before you actually move into marketing to them for bigger amounts of money.
LIMITED ONE-TIME OFFERS
Once you’ve gotten a mid-level product sale from a customer, you can start to offer them one-time offers on the backend. These offers are great deals for your regular customers, who now understand that you have good products and they have enough trust in you to purchase more. Once they’ve identified themselves in this category due to their moving into the mid-priced level of products, you can start to market the limited one-time backend offer.
BE CLEAR IT IS “ONE TIME”
After the sale of a mid-priced product, send the customer to a sales page with some related product on it. Tell them that because they’ve bought a specific item, they are given this “one time” chance to make another complementary purchase at a discounted price. Make it clear that once they leave the page, that price will no longer be offered. Sweeten the deal by adding some bonuses to your special deal that are also included in your “one-time” offer. These bonus items will no longer be available for free with other packages unless they make this deal. Should they leave the page, the offer is gone forever and so is the discounted price. This really lights a fire under people’s butts and is a great way to make use of a backend offer at just the right time.
WHY IT WORKS
The customer who is led to this backend offer has already indicated that he/she is willing to buy mid-priced products from you, so money is not an issue. They probably are also highly interested in your lineup of products. They might decide to wait until they have more money to come back and buy some more from you later, but if you showed them how they would save tons of money from you by buying now, they are more likely to buy the one-time offer. In addition, one of the psychological triggers that people have is a fear of loss. If a deal is really good, they already trust you, and they know that they will most likely want this product in the future, the fear of loss will get them to buy now, knowing that that offer will never appear again and that they will only have themselves to blame for missing it.
TRY A ONE-TIME OFFER ON YOUR THANK YOU PAGE
Instead of going to a totally separate page upon buying the mid-level product, you can include the one-time offer on your thank you form as a special way to thank people for patronizing your site. This is also a nice way to show people that you are paying attention to your buyers and rewarding them for their loyalty.
Along with the regular lineup of products in your sales funnel, you should set up multiple bonus offers that you can offer on the backend at various times. You can offer them in an email that confirms a download of a product. You can offer them in email campaigns at specific times when some action is taken, whether it’s joining a forum or participating in a survey. Once you have someone’s attention, it doesn’t hurt to offer him/her something special by way of a thank you during his/her interaction with you.
WHAT TO INCLUDE IN YOUR BONUS OFFER
Include value packages that will wow your customer into buying more from you later on. They should be offers that are unique to your website, even if you’ve decided to offer an affiliate package within it. It should not be a duplicate of a bonus offer located somewhere else or people will feel marketed to instead of feeling honored to be asked to buy.
Value packages can include multiple items that you sell separately, but when packaged together, brings the price down to an unbelievable low price that you wouldn’t get by buying them separately. It has to be a really good deal that shows that you are contributing value to your customer’s day.
BONUS OFFERS WORK WELL IN THE HIGH-INCOME TIER
A good bonus offer can be priced in the hundreds and be sold to high-income tier customers very easily. These are loyal customers who already have given you their utmost trust and are willing to shell out the big bucks. Make many such offers available to your high-income customers, who will see it as an opportunity to buy in bulk and to save individually.
You can fatten up the bonus offer quite well with infoproducts that don’t require additional shipping or handling on your part. While the customer may feel that they’re getting a heck of a deal by getting multiple reports, ebooks, even video courses, they don’t cost you much to produce, offer, and deliver. Thus, the bonus offers can include tons of these items, making them highly valuable to your high-income customers, but they don’t cost you much to give away anyways.
If a person on the mid-level tier buys a high-income bonus offer (which can be offered occasionally as a test), they should immediately be moved to the high-income list. They will have more opportunities to see what other high-value products you have and they’ve self-identified themselves as having a strong interest in your products. This will also help you to target your high-end bonus offers to them more often.
In Issue 3 we will be looking at how strategic upselling works so don’t forget to check back tomorrow.
In the meantime, if you want to discover how you can start a business you love, then click here!