This is something that is often skipped over when you hear about online entrepreneurs releasing new products. They may lead you to believe that they create something awesome, and people line up around the block to purchase it. And sure for big names, this might be true. But if you are just starting out you need to set up some systems that will spread the word about you and your products while convincing people to purchase eventually from you. Here is a big secret, this is going to take a bit of time. You can’t just throw an ad on Facebook and expect to have a six figure launch of your product. You need something in the online marketing world that is often referred to as an email sequence. But no one talks about how to set one up and what you should include in it. I am tearing down all those walls and giving you loads of secrets to attract your ideal customers and have them practically begging you to sell them something.
Stage 1: The Irresistible Freebie
This is the stage where you will rely heavily on promoting. And this might seem crazy since you are promoting something that you are giving away for free. But this is crucial. This serves as a way to introduce yourself and let the world know exactly what it is you bring to the table. What you give away should be directly in line with what your paid product will be.
Some possible ideas for freebies could include ebooks, a video series, a live webinar, a workbook. Nearly anything that gets your target customer to take action and believe that this little piece of content will change them for the better. The harder it is for someone to scroll past your offer the higher it will convert. So when it comes to determining how much you should give away at this point, remember the more, the better.
Stage 2: The Introduction
You have attracted your potential customers, given them a taste of what you have to offer, now you need to tell them why you are the one that they should listen to. This is the time to give your story. Let them know how you came to be qualified to teach them what you know. The more they feel as if they know you and trust you the easier it will be later down the road for them to open up their wallets.
Your story is what makes you relatable. You want your customers to view you as an actual person and not just another website. Your story will make the difference here. It will make you stand out above others in your field, and it will serve as a natural filter to find your ideal customer.
It is important to remember that your story will not resonate with everyone and if you start to see subscribers drop off your list, do not take it personally. This is a good thing. This is saving you money by not paying for email subscribers that will never truly appreciate what you have to offer.
Stage 3: More Knowledge
In the third stage of your email sequence, you want to give out even more knowledge. Remember that this should align with your product. This would be an excellent time to share some of the ways someone would benefit from your product. Reveal a pain point and the solutions. This will again show your soon to be customers that you know your stuff and can help with a problem they are experiencing.
The more you over deliver the more likely your ideal customers will become paying customers. Once you leave them wondering how great your paid products are if you free content is something they would be willing to pay for will leave a great taste in their mouth. This is the type of thing that will have them eager to buy from you.
Stage 4: Talk about your Product
Now that you have proven to your ideal customers that you know what you are talking about you can start to share the awesomeness that you are offering to help them advance to the next level. Now remember this still isn’t the time to sell, but rather to build some hype around the product. Introduce your offering and leave the conversation open to questions. The more you share and make this about how it is going to help your customers the more excited they will be when you finally open your cart.
This can be tricky since your natural instincts will be to sell. But hold that back. Make this email about the result for the customer. Explain how they will benefit from the product. Cover critical pain points and offer viable solutions. Show them the result and make them envision their success that will come from utilizing the product you are going to offer them. Take questions and answer them. The more connected they feel you are to providing success the more likely they will convert into raving customers.
Stage 5: Offer Your Product
With your clients practically begging you to take their money now is the time to announce that is up for sale. Use this email to again talk about the product and answer any questions that you received. The more pain points you address and make them relatable to your customers the more inclined they will be to take the plunge and invest in your product. So open the cart, tell your customers and take a step back to breathe while the sales start to roll in.
If you noticed that you tended to get the same questions, this is a great email to answer them. The chances are that if a few had the question others did as well but didn’t think that it warranted taking up your time to answer them. Build a list of common concerns and add these to this email in your email sequence.
Open the cart on your product and watch the sales trickle in. Don’t expect there to be a gush of sales with this email. I know that sounds disappointing, and it can be easy to feel like a failure when you don’t see the results you anticipated immediately. But by nature, most people will procrastinate, and that is where the next email that you will send comes into play.
Stage 6: Urgency Offer of Product
After you have opened your cart and given your customers a few days to make the decision to purchase. You may want to give a final push. If your product is only available for a limited time, you will want to let them know that the cart will be closing soon. This is great because it creates a sense of urgency and scarcity. If your product is evergreen, you still may want to send an email letting customers know that now is the time to purchase.
Most people will decide and purchase a product online if they know that is going away soon. This is a reason to not release an evergreen product right away. By giving an absolute deadline, you will see customers convert, usually in the final hours of it. FOMO (fear of missing out) is real, and you can take advantage of that by limiting when your product will be available.
Stage 7: Sorry You Missed It
If your product was only available for a limited time, you could send a final email to those that didn’t purchase letting them know that they missed out. There are many reasons why someone might not purchase your product. You may even find it beneficial to add a survey to this email to tally the results as to why those chose not to purchase this time around.
But if they are your ideal customer you will want to find out the reason why and keep them on your email list for when you are selling your product again. By staying in front of your audience, you can continue to build their trust in you and make it easier for them to feel compelled to purchase from you at a later date. If you already know when your product is going to be available again, let them know now. This is ideal for those that just simply couldn’t afford it at the moment but are going to purchase at some point.
IMPORTANT: Do not send this final email to someone if they purchased your product. This is an email that should only trigger to send to those that skipped it this time around. If someone slips through the cracks, it makes you look very unprofessional.
With your email sequence in place, you are now ready to grow your list and your bank account. This is a rinse and repeat formula that you can use with every product you release and can even offer different ‘freebies’ to get the funnel started. The end point should always be the same.
Founder of The Creative Boss
After years of trying to run an online business I have seen quite a few ups and a whole lot more downs. I spent hours every day researching how to make a go at some elusive, passive income. I felt like it was something that was just a myth, and then I figured out what the real meaning of passive income was: to work smarter, not harder. It’s not just sitting around watching the dollars pour into your bank account, but you can create products that will sell and still be sitting on the beach or at home in pajamas, and I want to share with you what worked for me. I don’t want you to spend years trying, failing, and throwing in the towel.