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A Value Ladder lets you upsell a high-ticket item from a lower-priced offer.
If you pitch a premium offer to a group of strangers, your closing rate will be low. Customers who already know, like, and trust you are easier to convince, because they only need to take one step up your Value Ladder. Have you ever been offered a free sample in a grocery store? Maybe it was a bite of a bagel, or guacamole, or a little sausage on a toothpick. Something small. Something new, and interesting. Something free. After taking [...]
Asynchronous Selling – What Sales Pages Can Learn From Direct Mail
Selling asynchronously is something you can do on a sales page. When you pitch someone across the counter in a showroom, you are selling synchronously. You can respond to objections as they come up, and modify your communication to suit the moment. Selling on the Internet is mostly asynchronous. You craft your messaging, field imaginary objections, and inspire action from some point in the past, to somebody unknown in the future. Selling asynchronously is nothing new. Before the Internet, [...]
Free consultations let people try you before they buy you.
There are 4 steps in the Marketing Cycle: Know Like Trust Buy Giving a free consultation builds trust, and also gives you valuable intelligence that can help you make the sale. You can position your solution as the way they can achieve the outcome they want, by discovering the details of what they want with a free consultation. They can try you before they buy you. This lowers their risk, and helps you close the deal. Research tells us [...]
[Case Study] Video tutorials for SaaS
Today, I'm going to share a case study of my recent video work. eSpeakers is a SaaS company that provides an online directory for meeting planners and conference organizers who are looking for professional speakers for their events. As one of the most popular and frequently used speaker directories in the United States, eSpeakers has added many features to their software platform that professional speakers use to grow and organize their business. Unfortunately, many speakers can have a hard [...]
How ‘Mine-Mind’ can petrify your idea
A mind that is stuck on what's 'mine' cannot see what's 'ours.' Ideas spread through interaction. Demanding the ownership of an idea petrifies it, preventing growth and adoption. Imagine a bumblebee claiming ownership and a dominion of a flower. Preventing all the other bees from interacting with this flower means that the flower will not be pollinated. This flower will wither without attention, and it won't reproduce. The best ideas are cross-pollinated, and you need a lot of bees [...]
Have you ever seen a nine word email?
I learned a great acronym from Col Fink recently, during a live workshop at Thought Leaders Business School. He calls these SPEAR emails: Short Personal Expecting A Reply Contrast this with LINEAR emails: Long Impersonal Not Expecting A Reply When we are nervous about making sales outreach, we confuse our communications by complicating it with all sorts of reasons to respond that muddy the message. SPEAR emails get responses. LINEAR emails don't. Have you ever heard of the 'nine [...]