when it comes to self liquidating offer funnel ideas questions such as āshould I launch a low price $47 offer with a 7-day challenge?ā come up all the time.
in one form or other.
the answer is ALWAYS āit depends.ā
by now you know that using a low dollar offer is wildly popular amongst marketers who want to make money up front.
so they add in:
ā¦and if all that isnāt enough, theyāve got a downsell if you donāt take anything.
and a millyun pages later, the customer might actually get what they paid for.
can you tell Iām not a fan of this āstrategyā?
but this isnāt about me.
and Iām not suggesting that we NEVER create a self liquidating offer funnel.
the point of this is to help you decide on whatās right for YOU.
kinda like something I do on strategic audits with people.
usually people use a low dollar offer to build an email list. so you have a warm audience to launch stuff to later.
which means you CAN so a self liquidating offer
ā¦or not.
the first thing I suggest is to know what you want to accomplish for your overall business growth strategy.
Before duct taping self liquidating funnel ideas together.
I see this happen all the time.
and then people end up with overwhelm. because they have too many moving parts.
here’s what to do:
sit down with your strategic business coach and go through the simple numbers. (btw, if you don’t have a strategic coach and want to jump on a quick no-charge call with me click here)
btw, we use a low conversion rate because itās more in line with the truth.
go figure.
Plus when you do better than 2% you literally laugh all the way to the bank.
Andāvery importantā
When we break things down I find clients eliminate a LOT of stuff.
And they focus on what truly gets results.
That said, Iām NOT saying ādonātā use a low dollar offer. Or abandon a self liquidating funnel.
Iām saying take the time to plan things out on paper before you add unnecessary overwhelm.
In my experience, the reason I find most clients wanting to do change something or add a new ‘tactic’ is because the first thing didnāt work as planned.
I found the solution to a broken process is not to ADD more.
The answer is to fix the broken pieces by focus.
And yes.
I admit that sometimes your sales process may benefit from adding a new front end piece.
like a self liquidating offer
š
Have I confused you yet ?
LOL
Because the answer is ALWAYS āit dependsā
)
If I were starting an online business from scratch…
It begins with “email list building”.
But this post is not about a specific email list building strategy.
Instead, it’s an OVERALL business growth perspective and strategy…
which LEADS to an awesome email list of dream customers.
The best advice for starting an online business from scratch, is to build your “system” , funnel, whatever you want to call it >>> ONE step at a time.
The biggest challenge for me was wanting to have the entire ‘system’ in place and “right” before doing anything.
This not only held me back for years, but MOST of what I did failed anyway.
But nobody wants to fail.
They’re terrified of failure.
So they try to ‘perfect’ everything in an effort to avoid failure.
I’ve seen it over and over and over again.
We build a ‘system’ – launch or whatever…and then the first step – the lead magnet – fails.
As an example.
So we put months into building a system, emails, automations, products, and so on … and then find out we don’t have the market problems nailed.
now
I’m giving you an extreme scenario…but it happens more often than not.
build the system a step at a time, and then automate / scale the parts that work.
And I teach this strategy to every client when they want to start an online business from scratch.
But there’s a lot of resistance.
“Joey, if I don’t have my email followup campaign ready..with a ‘product ladder’ upsell ready…then what happens with ALL the people who opt-in for my lead magnet?”
Here’s the answer.
First of all, that’s a GREAT problem to have.
Think about it.
If you put a lead magnet out that goes crazy with opt-ins…you have a home run. Rare on the first few tries…but it happens.
so let’s say that’s you.
and now you have a billion people “sitting” on your list “waiting”
is that so bad?
let’s say you don’t have your “product ladder” ready
who cares?
you can easily send out broadcast emails once or twice a week now to keep your list engaged, and add even more value. All while you write your email nurture sequence for the new peeps opting in
‘cos you know your front end works.
PLUS,
AND, different is the KEY to starting an online business
In the words of Sally Hogshead:
“different is better than better”
onward
THEN, you build the next piece (read: test)
which can be a low dollar offer, an invite to a coaching strategy call , whatever it is.
The BIGGEST “secret” that I find 99.9% of business entrepreneurs skip (including me at the beginning) is the market research
‘cos it’s boring.
But let me share this.
if you spend 80% of ONE week doing the proper research, understanding exactly what your customers want and need (read they have an internal DESIRE that we need to tap into) then EVERYTHING going forward is so much easier
the list goes on
I can’t guarantee anything works for me or clients…or for that matter, YOU.
But this build it as you go thing is pretty dang close
this of course is another “Joey opinionated knowledge post”
hope it serves
Ok letās begin with the general question about āwhere to startā when it comes to direct email marketing.
Any answer you get to this question will be highly opinionated – as is mine. So please keep that in mind as you read furtherš
If you have list of email leads and want to tell them about your product or service the first question I have is..āhow much time have you invested in the goodwill process?ā
In other words,how long have you emailed them with pure content? Giving them stuff that actually helps them?
Direct email marketing works best when your follow up emails AFTER they jump on your list should be of PURE value. Because these are usually people opting in for a āfreebieā.
At this stage of the direct email marketing strategy, we arrive at what I call āThe Impress Stageā, your job is to do just that. Impress them with your expertise, knowledge and advice.
When I say impress, itās not about pounding our chest like a 800 pound gorilla or standing on our soap box claiming we are the best.
No.
The best process is to continue the conversation thatās already going on inside their head.
Letās say someone opted in for a lead magnet that gives them a checklist on the best daily exercises to do in 5-minutes. So they can lose 20-pounds in 60 days.
Maybe your follow up direct email marketing strategy is encouraging them to do one of the exercises and asking themāwhich one do you like the best?ā-
this gets engagement and communication back and forth.Because they realize there is a real HUMAN behind the āautomatedā email.
Then, you might have a third email that gives them another checklist of the best protein shakes they can use to help with their weight loss journey.
PLUS…notice I havenāt asked for anything yet.I didnāt promote my product or service.
I can go on and on and on about the email sequence here, but I wonāt make this post any longer that it needs to be.
hopefully this gives you an idea of what I mean when it comes toāwhat should the emails be about?ā
āThe biggest mistake people make with their direct email marketing strategy is transitioning ā¦JUMPING to offering something to buy way too soon.ā
Now and Not Now
So the CORE of your emails at the beginning should be about the very thing they opted in for. Carry on the conversation.
WOW them (impress) with your goodwill. Make sure that goodwill improves their lifeā¦even if itās a small thing.
THIS will set you apart from 85% of the email marketers out there.
Because people know why we want them on our email list. So their guard is up.
And that brings us to how we present the offer to get them to buy.
The way we do this is simple.
We blatantly tell them we are going to sell something. We ask them to āput their names on the listā so we can āmarketā to them.
This is done after a set period of goodwill. Itās usually 80/20. For every 10 emails, you might throw in a āBTWā marketing message.
Hereās an example of “BTW” from one of my emails. I wonāt copy the entire email, just the āBTWā part. But imagine this email was all about marketing and Jay Abraham (another brilliant marketer);
“BTW; one of the products I created from doing this exercise with Jay is my new Strategic Marketing Blueprint program.
Itās in the second beta stage and Iām inviting a new pilot group to test things out.
The reason Iām doing this is to get more feedback before I make an official public release in 2020.
If have a product, know itās good, but losing sales because your marketing message isnāt workingā¦this masterclass program is for you.
All you need to do is click here to add yourself to the notification list. Iāll keep you updated about the next class.ā
Do you see how NON-SALESY that is?
AND, itās after an email full of value.
I can tell you that everyone who puts themselves on that list is NEVER annoyed at me when I hit āem harder with āmarketing emailsā about the product.
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