Double dipping

Back when I sold pest control door to door, hundreds of people would tell me they wanted to buy... but they wanted to "think it over".

This made me want to scream.

Because when someone told me they wanted to "think about it" or to "call them back later", they'd only actually end up buying like 5% of the time. (If even that much.)

The lesson I learned is that when you let people put stuff off until later, they'll never do it.

That's why it's so important to create urgency.

Same principle goes for selling courses and coaching programs.

Course launch sales usually look something like this:

There's a big spike at the beginning when you announce the sale.

There's a big spike at the end when you close the sale.

In the middle, sales trickle in slowly... (or not at all).

You need the deadline to get people to take action.

But what if they're busy the day of the deadline? What if they forget? What if they don't check their email?

A lot of people will "reopen" the sale for people who don't buy.

The problem with this is, it destroys your credibility.

How does it look if you hammer on about your "deadline" only to extend it?

The better way to add another "urgency day" to your offer is to have an early bird discount.

Give people an extra 10% off or an extra bonus or 2 if they sign up before an "early bird deadline".

If they don't sign up before the "early bird deadline", they can still sign up, but they don't get the extra bonus.

That lets you "double dip".

https://www.youtube.com/watch?v=KLOyChP2AWA

"How many emails should I send?"

My clients ask me this all the time. 

They're launching a course or running a promo. They ask me, "how many emails should I send?"

Every marketing guru I've ever heard gives the same advice: send as many emails as you can.

Why? Simple. The more emails you send during a promo, the more sales you're going to make.

(I feel a bit hypocritical giving this advice while only mailing this email list once a week. But do as I say, not as I do!)

Generally, every time you send an email, a few sales will trickle in.

Even the emails that DON'T make sales right away will get people thinking about your offer. People will read them, think "maybe I should buy this", and think it over. 

Then when the deadline rolls around, some of those people will buy.

Don't worry if people unsubscribe. Most of the people who unsubscribe would never buy anyways.

(You lose far more buyers by NOT sending emails than you lose by sending emails.)

The only catch is that you shouldn't send pure sales pitch emails. Every email you write needs to be valuable in one way or another.

(With one exception: the very first email and the very last email are a direct sales pitch. Every other email I send aims to tell some story or be enteraining in some way, and then transition into a pitch.)

Generally I recommend to my clients that they send one email every day, and then 3-4 on the last day of their offer.

Are you actively selling your offer right now? Try sending 1 email per day about it this week (with a limited time bonus offer) and see what happens.

-Theo

Miami Music

Yesterday I clicked on a "Miami in the 80's" playlist on YouTube.

Now the YouTube algorithm is showing me dozens of "Miami in the 80's" playlists.

It's working. I'm clicking on them.

The YouTube algorithm is designed to show you more of what you like.

If you click on one "Miami in the 80's" playlist, the YouTube algorithm shows you more.

If you click on one Seinfeld bloopers video, the YouTube algorithm shows you more.

You get the point.

Same goes for your content.

Study what works, and do more of it.

If people love when you talk about how to run sales calls, or when you make posts about celebrity gossip, or when you talk about your dog, do it more often.

If you send an email that gets tons of clicks and tons of sales, study it and send it again.

When something works, do it until it stops working!