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Advice To My Buddy Damian
By Todd Brown | March 29, 2008
So, my good buddy (and the Godfather to my youngest daughter), Damian, emailed me this morning in a sort of panic…
“It’s been 21 days since I’ve had a sale on my website”, he says.
“I’m trying to keep cool enough since I am making very big changes that I think will make a difference. But, in the interim, do I slow down my marketing to save money until it’s fixed or do I just ride out the storm? What do I do??”
Now, you’ve got to understand…
I’ve totally been in that situation before.
Granted, it may have been a couple of years ago, but nevertheless, I know exactly how it feels to check your email everyday just looking for those one or two sales.
Not a good feeling, to say the least.
Fortunately, there are some pretty straight-forward things you can do to turn almost any website into a money-maker.
Let me share with you the NUMBER ONE thing you can do and exactly what I shared with my buddy.
Keep in mind, my buddy is using an forced opt-in page and is then selling one product.
As well, what I share with my buddy is based on knowledge of certain key details within his business.
Nevertheless, you can use everything I share with him to improve your own business.
“If it was my business”, I said to him in my response, “and my website wasn’t converting visitors into customers, here’s what I would do first…”
I would immediately go to work improving the offer in the sales letter.
Remember, the offer is more important than any other sales element on your website.
It’s more important than the copy (with the exception of the headline), it’s more important than the follow-up autoresponder sequence, and it’s certainly more important than the graphics or layout or format of the website.
The key to having to a website that converts visitors into customers like crazy, is having an offer that is so good, it’s viewed as a no-brainer.
In other words, when visitors see the offer you’re making them, they should say to themselves, “I’d be an idiot not to do this. Only a knucklehead would pass up on this”.
And, if your offer isn’t eliciting that type of response, it’s an indication that you need to go to work on it, improving it significantly.
Remember, at the end of the day, what determines the success of your website, is how good the offer is that you’re making people. It needs to be irresistible.
So, how do you improve your offer?
Well, I would do two things…
First, I would figure out how to add more value to what you’re offering.
Think about how you can add more to your offer so the value proposition becomes ridiculously slanted in your prospective customer’s favor.
Do this by adding fantastic, high-value bonuses. Real-deal bonuses, not just fluff so that you have bonuses. I’m talking about stuff you could easily sell.
Next, I would spend time crafting a killer risk-reversal offer.
Here’s also where a lot of marketers fall short.
They add a money-back guarantee and think that’s good enough to reverse the risk in a transaction.
It’s NOT!
Think about it like this…
If you’re selling a digital product and you offer a money-back guarantee, how have you reversed the risk, taking it off the shoulders of your visitors and put it on your own shoulders?
A simple money-back guarantee may take the risk off the shoulders of your visitors, but it’s not REVERSING the risk and putting it on your shoulders. You’re not risking anything.
Instead, show visitors that you’re putting your money where your mouth is, not just by taking the risk off of them, but also by taking on the risk yourself.
Do this by offering something on top of just an ordinary money back guarantee.
Test a guarantee that includes customers keeping the bonuses, even if they ask for a refund.
Test a guarantee that includes a 150% refund of their money.
Test a guarantee that allows customers to keep the product even if they ask for a refund.
As well, name your risk-reversal offer something that conveys huge benefit.
For example:
“The $3,000.00 in 30-Days 150% Money-Back Guarantee!”
“Your investment in the $299 widget either brings you an extra $3,000.00 in sales in the next 30 days or you get all of your money back, PLUS an extra 50% ($150.00) just for giving us a try. That’s how confident we are you’ll make
more money from this…”
Once you’ve added value to the offer and crafted a killer risk-reversal offer, I would immediately create a second version of the offer, and put the two to the test to see which converts better.
I would use Google’s Web Optimizer to rotate the offers.
Once that is set up, I would then go to work improving the email autoresponder follow–up sequence for all opt-ins.
I would make sure that the follow-up messages clearly communicate with prospects what makes your product/service unique.
Don’t just have autoresponder messages for the sake of having follow up.
That’s ridiculous.
Instead, make sure that every email follow-up serves the purpose of furthering the sale.
Remind prospective customers of the different benefits they stand to gain from your product that they won’t get from any other product.
Remind them of why you’re able to offer such a great guarantee and why people have nothing to lose by trying it.
Bring to life the real-deal benefits prospective customers will experience by using your product.
Just be sure to focus on them, not your product.
Lastly, always remember, if the offer isn’t converting it’s because people aren’t seeing the value in what you’re proposing.
In essence, what they’re saying is, “I’m not willing to trade you my big pile of money for your little pile of value.”
The way you fix this is by adding more and more and more value to your offer, so that the value proposition is so lopsided in the customers favor, they’d be crazy to pass up on it.
Then, totally reverse any risk… and you’ve got a money-maker!
Got to it.
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Topics: Internet Marketing |
March 29th, 2008 at 8:27 pm
Hi Todd,
What a timely advice I need!
I am now in the final stage of crafting my sales letter. And I was agonizing over creating an offer too good to pass up.
It was an excellent advice.
Could you tell me how I could contact you personally?
Duk Lee
duk@jubileepartners.com
March 30th, 2008 at 6:22 am
Todd,
You can bet that I will be using this advise. How timely is this. Todd I love your approach to marketing. Thanks for everything.
Duane Brumitt
March 30th, 2008 at 3:36 pm
Excelente