Match your message to your market and watch sales take off
The message you share with clients and prospects is critical.
Troy White is a Calgary based entrepreneur who has been involved in sales and marketing for over 23 years.
By Troy White
Crafting the right message is my business, and it is the reasons my clients have made millions with my help.
This is the one are that should give you the fastest return possible… yet it is the least understood and practiced.
But… the message can be perfect… targeted at the wrong audience… and it will bomb.
The best copy and sales letter in the world won’t sell if in front of the wrong people.
But when they are in alignment… yeeeee haw!
Off to the races.
Two success stories to share with you on matching message with market.
SUCCESS STORY #1 – Network Marketing Money Machine
I received a phone call three years ago from a husband and wife team. They have done exceptionally well in the network marketing industry, and now wanted to go big on the speaking/information publishing business.
We designed them a campaign that goes like this:
Step 1 – Squeeze page to capture emails from people [all a squeeze page does is capture contact information from people who visit your website. You need to entice them into why they should sign up - snippets of content they get, free bonus books or audios, etc. When they enter their information - name and email - they are then send to step 2]
Step 2 – Thank you for sign up and Free CD giveaway [we gave away an audio cd detailed part of their system they use to earn well over a million a year in the industry.
The cd is free, shipping and handling is $5. This gives people a very low cost way to get more familiar with you and your techniques. If they take the free cd offer, they click through to the order page with an option to buy into step 3]
Step 3 – Upsell to higher end package at 20 -40 times the price of step 2 [when people go to the order page for the cd offer, they are offered an option to buy a much higher pried package. In this case we did 2 higher priced options - one at 20 times the cd s&h price, the other at 50 times that price. They can get just the cd... or take them up on the upsell offers with much more information and product sent to them]
Step 4 – For those who never took the offer for steps 2, 3 or 4 – they get sold into step 2 through the autoresponders they receive once they sign up on the free newsletter (step 1)
The results?
Because the copy was targeted perfectly to their market, and because they had a good number of people read the copy:
1) 1,800 people purchased the cd option
2) 20 per cent of those people bought upsell #1 (at 20 times the price)
3) 5 per cent bought upsell #2 at 50 times the price
Do the math! That is serious money making automated machine.
For every 1,000 qualified people they send to their site, they know roughly how much money they will make immediately.
Using this system as their foundation, we created them a $1.2 million dollar business in the first 9 months.
Question for you: How can you leverage these ideas and automate the sales process in your business?
SUCCESS STORY #2 – First time author rockets to #1
Another client of mine just launched his new book. You may have seen some of the promotions this week for The Power of You!?
We invested a substantial amount of time and resources putting a massive campaign together for him.
1) Teaser sales letters to get people to the main sales letter
2) $3,000 in bonuses to buy the book on the launch day
3) Long copy sales letter to sell the book and bonuses – the key was that he needed people to buy on a single day so Amazon could do their calculations on if he had a best selling book (calculated by Amazon every hour based on total books sold from their site)
4) Recruited large numbers of partners to endorse the book to their own client lists. They got to read the book first, then endorse the book to their own clients if they like the book. Important note: the partners received no financial compensation for doing this.
I wrote the copy they sent to their lists, to recruit them as partners, to sell people the book, etc.
5) Arranged everything to happen on August 15th starting at 12:01 am
The results?
#1 on Amazon – on the main book best seller list and in all five registered categories the book qualified for!
Plus, three days later – it was still #1
All said and done, we sold 55,000 books in 3 months- each of those books is a lead generator for him (ads on the inside of the books for other products) and a massive database built from the launch (people had to supply their emails to get the bonus materials)… well over a million in book sales and many millions more from back end sales.
Now he has #1 International Best Selling Author to his name.
Question for you: How can you leverage these ideas and have other people promote you to their lists? How can you use this to launch a new product, service or bundle?
The key here is to not say “that isn’t my business”.
The key is to say “How can I make that apply to may business?”
When you do that – and then implement what you wrote – you will see similar results as they have seen.
The power of the written word, combined with massive action…
Troy White is a Calgary-based entrepreneur who has been involved in sales and marketing for over 23 years. In just the past decade he has helped hundreds of small business owners generate more leads and improve their sales conversions with the ability to “Turn Words Into Wealth.”
Troy is an expert on finding unusual ways to promote your business on a budget. If you want to stand out from the crowd, you will love Troy’s techniques on his blog at http://blog.smallbusinesscopywriter.com.
Category: Business Strategy
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