In the previous blog post, I showed you how to create your own informational product. Today, we’re going to take it a step further as I’ll be walking you through the process of actually selling that product.
If you happened to miss the post I am referring to, you can view it here.
The model I am going to introduce to you is based on taking full advantage of “the moment of truth”.
Recently, I had the opportunity to sit down with a master chef and converse about the sales process that is used in the restaurant business.
He explained to me that in the hospitality industry, the moment that the potential consumer interacts with the staff that gives the consumer an opportunity to form (or change) their opinion about that particular business is called “the moment of truth”. For instance;
- When the consumer is first greeted upon entering the restaurant
- When the consumer opens the menu
- When the waiter takes the consumer’s order
- When the waiter brings the food to the consumer
These are all considered “the moment of truth” because they can significantly alter (for better or worse) how the consumer views that business.
So what does this have to do with internet marketing? Well, within our particular industry (during the sales funnel) there are also multiple “moments of truth” that can either make or break an entire business model in an instant.
Ensuring that the first interaction with the potential consumer goes well is absolutely essential for the success of any online business as it will help the consumer form an opinion of whether or not they’d like to do business with you in the future.
So today, we’re going to cover the 3 most important “moments of truth” in your sales funnel; the landing page, your Thank You page, and your email auto responder.
Your Highly Converting Landing Page: The First Moment of Truth
The landing page will be the very first thing that most people will see and forms the start of your funnel. It’s critical to have a well constructed landing page that will convert. This is your first moment of truth.
The opinion your potential consumer has of you will begin to form the instant that they lay their eyes on your landing page, so it’s important to not overlook any details.
There is no rule of thumb as to how high a landing page should convert because conversions also fall on your method of traffic as well. However, if you find that the vast majority of people that view your landing page isn’t converting, then you have a significant problem.
First, it’s important to understand that your landing page is NOT a sales page…It is simply for obtaining email addresses in order to begin the sales funnel process.
The only thing that your landing page is meant to do is to raise curiosity…that’s it and nothing else.
Below is a squeeze page that I found online…
Notice that it provides the intended benefit, but doesn’t go into great detail. It’s enough for a reader to think “Ok, you got my attention, here is my email address. Now give me more info.”
Also notice that it only requires the person to submit their email and doesn’t ask for their name. The majority of people want to receive your info while also being anonymous (aside from their email). In general, the less information the reader is required to input, the higher your conversion rate will be.
The wording that you use is the most important aspect of a successful landing page. A single word could mean the difference between a successful marketing campaign and utter failure, so be highly critical of your word choices.
For instance, there are a lot of marketers out there that use the word “submit” on their call to action buttons. Who wants to “submit”? Instead, tell them what you’re going to do for them, such as “Get Instant Access” or “Download Now”.
I’m sure that the majority of people reading this already have an auto responder. In the rare case that you don’t, you can’t build an online business without using the proper tools.
There are two auto responders that I am rather partial towards because I believe they provide the highest in quality service. They are Aweber and Get Response. Although I believe Aweber is much more newbie friendly, Get Response does have some redeeming qualities.
When you set up your auto responder, you’ll want to have at minimum, 2 separate lists; “the freebie seekers” and the “buyers” list.
The freebie seekers list contains anyone that has yet to buy your product, while the buyers list will contain anyone that has made a purchase.
Most payment platforms like JVZoo offer an automation rule that allows you to switch emails from one list to the next after they’ve made a purchase from that particular platform.
The main reason for separating buyers from non buyers is that it allows you to create more targeted email campaigns. For instance, if you know someone has purchased your product, then you can promote an additional product that might compliment yours. Since the recipient already has your product, this might be relevant to their needs, while someone that hasn’t purchased your product might not find any value in it at all.
Plus, if you continue to promote your product to someone that has already purchased it, they are far more likely to unsubscribe (which is the last thing you want). You’ll want to send your promotional email series to your freebie seekers list while saving your buyer’s list for broadcast messages and later promotions.
Another reason to separate your list, is that you may want use your list for adswaps someday. If this is the case, you’ll want to keep your buyers to yourself, because it’s obviously not in your best interest to encourage your buyers to join other lists.
Your Second Moment of Truth: the OTO
Ok, so once you’ve signed up for your auto responder and created your two lists, you’re far from done.
You’ll need to ensure that once someone subscribes, they are forwarded to your “Thank You” page. You’ll use this page to promote your One Time Offer (OTO). In a recent blog post, How One Internet Marketer Made $17,351 In His First Month, I outlined the specifics of how a one time offer can significantly increase your earnings and how to properly position it.
In the first post of this series, I covered the basics of creating your own product. You will then take the product you created and offer it to the subscriber right out of the gates.
The subscriber is hungry and primed to buy. They have a problem and you have the solution. It’s the perfect opportunity.
If done correctly, not only will you have gained a subscriber, but you’ll also make some fast cash doing it.
The Final Moment of Truth: Your Email Series
The first email is another “moment of truth” as it introduces yourself and explains what the subscriber can expect from you. It essentially sets the tone for the rest of your email series. If the first email is weak and doesn’t receive a high enough open rate, then the rest of your series is doomed.
One monumental mistake that new marketers make, is that they begin promoting far too early in their email series. By this point they are simply feeling you out; trying to see what you’re all about.
This give you the perfect opportunity to reel them in and ensure that they become regular readers and that you’ve gained their truth. That means, for the first several emails, DO NOT SELL.
Simply provide quality information so that they actually look forward to opening your emails instead of discarding them or reporting you for spam.
Tell stories, give them inspiration, but don’t sell them anything.
Then how do you make money from this? You write a post on your website describing the solution to a problem they may be facing. Then in your email series, describe the problem, explaining why it should be a concern to your readers. Then, tell them that you have the solution…if they follow your link.
The link of course takes the reader to your website where your post pre-sells the reader on some sort of offer (whether affiliate or yours).
By avoiding selling in your emails, you will increase the engagement drastically, which provides you with a much larger following. This following will cling on to every word you say because they trust your opinion, and when it comes time to sell, they will buy whatever you ask them too.
Of course this doesn’t mean that you can’t promote offers within your emails, with this specific business model, it’s just more advantageous to promote sparingly (i.e. every 5 emails or more).
By understanding the various “Moments of Truth” where your potential consumers form their highest (or lowest) opinions of your business, is essential for maximizing the satisfaction of your potential buyers.
It allows you to “woo” them every step of the way and provide you with some big returns in the process.