This video will discuss Marketing Persuasion 2.0, 10 Scientifically Proven Ways to Sell More Stuff With Less Effort. Part #4
7: Here’s how to Sell More of Your Flagship Product without Trying
Let’s say you’ve got some entry level products, a couple of mid-range products, and one flagship coaching program that costs maybe $1000 to $5000.
Would you like to know how to sell more of your big expensive program without really trying?
You will take advantage of a consumer quirk that has buyers always looking for middle of the road product. When customers consider which product to buy, they’re looking for the best of both worlds. They want to get a great product that fits their needs, but they don’t want to spend a fortune to get it.
Look at cars: A new car buyer could get the cheapest of the cheap cars, which will probably get them to where they want to go. But because it’s the most affordable of the cheap, they likely won’t be satisfied with it, and they know it. Or they could buy the most expensive, most luxurious, or fastest car, but they don’t want the astronomical car payments, either.
And that is why the vast majority of new car buyers get something in the middle. It’s a compromise.
The same thing happens with your big coaching products. Someone wants your teaching, and they have a choice to get the $97 ebook, the $397 one-time payment online course, or the $397 per month personal coaching. Given that scenario, many people who would love to have personal coaching will instead settle for the $397 online course. After all, it’s far better than just an ebook, but it saves them a lot of money compared to $397 every month for several months to get the personal coaching option.
You, however, want to sell more of your $397 per month coaching, so here’s what you do, and mind you, this could scare you a bit, but trust me, it works.
You’re going to create an even MORE expensive program, one that makes the $397 a month look like a pittance.
For example, $2997 for an intensive three day, 10 hours a day in person session at your location.
Not only will they need $2997 to get in the door, but they will also need to pay for airfare, meals, and accommodations, bringing the total to something closer to $4,000. Plus, they’ll need to devote three days to the session and possibly two more days for travel.
Whoa. All of a sudden, that $397 per month seems like an incredible BARGAIN, by comparison, doesn’t it?
Try this, and I’ll bet that with a couple of months, you’ll need to increase your monthly coaching rate because you’ll have more students than you want to handle.
Seriously. This flat out works.
8: Here’s the Right Way to Use Fear in Selling
“OH MY GOSH, THE SKY IS FALLING! THE SKY IS FALLING! THE SKY IS FALLING!”
Or so said Chicken Little of the children’s story.
But was Chicken Little successful in persuading people to take action?
Nope. And it wasn’t because the sky wasn’t falling, either.
It’s because Chicken Little didn’t tell people what to DO to be safe from the falling sky.
Research shows that fear stimulates the audience into action to reduce the threat, but only when the audience is told what to do to minimize the danger.
If your message doesn’t tell them what to do, they will likely deal with the fear by denying it applies to them. People don’t want to feel helpless. They want to feel empowered. Telling them of danger but not giving them away to safety is a sure way not to make sales.
Let’s say your headline says, “Why Your Retirement Fund is About to Go Bankrupt.” If you don’t quickly add something like, “And the #1 Way to Prevent this Calamity from Happening,” then you’re going to lose them. They will leave your sales letter without reading the rest because they don’t want to deal with the problem unless they know a simple solution is in sight.
You can paint a picture as dark, frightening, and scary as you like, as long as you let them know there is a way out of this mess. Give them that glimmer of hope from the very start, so they know that no matter how scary the details are, they have a way to avert danger and come out as a winner.
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