One of the things you’ll want to plan when you start marketing your online product is the sequence of interactions through which your target audience will get to know you. This is known as a basic sales funnel: offering a free gift, and then leading to a sales page. Or a free eBook to a pre-recorded webinar to a sales page. Or a free video to a webinar to a sales page. Don’t forget to allow time for the cart to close. You can add a limiter, like a fast-action bonus for the first 10 people who register.
Not everyone will be ready to buy a product from you the very next day after they download your free gift. That’s why you’ll want to plan a sequence of autoresponder emails so your audience can warm up to you. If you give lots of love and free tips to your list, they will trust you. If you constantly annoy them by sending them lots of JV promo sales emails, they will likely unsubscribe. That’s why you’ll want to nurture your relationship with your list the same way you nurture a valuable friendship.
There are many ways to build trust. You may want to offer a variety of free gifts. One could be a free report. Another could be a checklist. Another could be an eBook. Keep in mind eBooks take time to write and produce, but can be a good way of building a relationship with your readers.
*Note: You can hire someone on www.fiverr.com to create a nice eBook cover for you, and pay a little more to have him or her format the book in to a professional looking PDF.
Most importantly, at the end of the eBook should be a call to action. It could be for a free discovery session or a pre-recorded webinar that leads to one of your products. For example, my mentor, Rob Goyette, has worked for a number of 6 and 7 figure business owners. He advises a 55 day autoresponder sequence. That means you email your free gift on day zero (the day people opt-in to receive the gift). Then, follow up with helpful tips and info on day 2, 4, 6, 8, and then add 7 so you’re emailing a week from the day folks opted-in (that’s a day they’re likely free and read their email because that’s when they originally signed up). You can even ask your JV partners to contribute a free gift (something that is normally for sale on their websites) and add that as a bonus to your autoresponder sequence.
Remember, there is no right or wrong way to create a sales funnel. I often hear entrepreneurs say they want to do a “Jeff Walker” launch. Well, not everyone is comfortable with video sales. Do what feels right for you. If your first launch doesn’t yield the sales you were expecting, don’t hesitate to find a coach to help you. We all have money blocks, so don’t be ashamed if you find yourself needing a little help to get into a successful mindset so you feel great about the value you can bring to the world.
Pricing of your product can be tricky, so I recommend working with a coach to find a price you are comfortable offering to your audience. The higher the price point, the more important it will be for you to communicate the benefits and results you will deliver.
Prices I often see in launches are $97 for a telesummit upsell, $197 for people who did not catch the fast-action price, $497 for an eCourse, and $997 for a group program that involves many weeks of content and bonuses and perhaps a VIP day or ticket to a live event.
The numbers are important, so I recommend playing with different combinations until you reach your target income level. If you need help visualizing which prices may work for you.
Go for it! You can do it!