I often hear clients and colleagues talk about a new product or program they created and they were really going to be useful to their audience but did not sell what they anticipated.
You’re in the cornfield and suddenly you hear it. . .
“If you build it, they will come.”
Worked great for Kevin Costner in Field of Dreams, right? So, why not for your next information product (or seminar, or workshop, or program, or . . .)? Ah, if only it were that simple.
Way too often I hear colleagues and clients talking about how they created a terrific new product or program that they just knew was going to be really useful to their audience - and they didn’t sell nearly the number they’d anticipated.
But after a little investigating, I find out that they didn’t do any marketing until they had totally finished developing it. And their idea of promotion was 1 or 2 emails saying, “Here’s this brilliant thing. Please buy it.”
Well, no wonder they didn’t make many sales. That’s not an effective marketing strategy! They didn’t give their “peeps” a chance to get in the mood to buy before giving up and deciding no one was interested.
See, Kevin did us a grave disservice by teaching us to put the cart before the horse. All too many independent entrepreneurs think that creating a fabulous product or service means it will “market itself.” Terrible mistake!
You’ve got an important message to share with your audience. So you want to do everything you can to make sure that message is received. And spending time during the development phase to also construct a marketing plan for whatever you’re creating is crucial to the success of your sales. Ad hoc isn’t going to get the results you want –or deserve- for all the effort you put into that product or program.
Just like Rome (or a cornfield), a launch is not built in a day.
Money-making entrepreneurs understand that there’s a specific sequence of activities that goes into a successful promotional launch. Those with disappointing sales think the sequence is: Create, then Sell.
But you’ll make the most sales (and by the way, positively reinforce your relationship with your audience) when you follow this sequence: Introduce, Educate, Motivate, Offer.
There are other aspects involved in high volume sales, like
· Having an irresistible offer
· Weaving in an interesting storyline
· Adding valuable bonuses
· Creating a sense of urgency
And there are some “foundation” elements that contribute as well, like the size of your list, how responsive they are, how often you’ve been communicating with them, how much stand-alone value those communications offer.
The bottom line for you is this: A profitable launch requires a plan and some follow through; it’s not something to throw together last minute. The benefits –in the form of increased exposure, stronger connection with your audience and, most especially, dramatically higher sales- are absolutely worth it.
How to Present Your Offers with Love So Your Audience Will Love Your Offers
I shared four practical tips for developing a compelling offer last time. Before you settle on the price be sure it is a desirable topic, have a juicy title, add a tempting bonus and get a clear value. This time I want to talk about presenting your offer in an appealing way.
Make Em an Offer They Can’t Refuse (Part 1)
Creating products and programs that do not sell well are very discouraging to a passionate entrepreneur. It's time to look at the offer you are making when your audience is not buying.
Stop Trying to Do Everything
You should not think you can do all the work involved in running your business. Get it off your plate if it is not a strength and do what you do best to increase your revenue. The key is to out source things that you are not good at.
