Exponential Profit Maximization:

The reason I have written this book is because I want to share with you how to increase the profit in your internet business. There is plenty of training, online and offline, about the basics: how to drive more traffic, how to build a list, how to sell more of your training, and how to “do” information marketing.

However, truth be known, although those are the foundational pieces that must be in place in order to make money online with information marketing, they are only the foundation, the beginning. Most people who have these pieces in place are not making money online, or not making as much as they want to.

Why not?

The reason is that they don’t know how to leverage these pieces to create a profitable business. In fact, some people have businesses that generate revenue – possibly high levels of revenue – but they are spending so much to generate that revenue that their profits are very low or non-existent.

Over the course of building multiple businesses, both offline and online, my most recent a highly successful information marketing business online, I have learned many techniques and methods to increase profits, and in this book I will reveal them to you.

I won’t be teaching the basics. I won’t be teaching how to set up a website, how to drive basic traffic, or how to do things like ftp or uploading files. This is not a beginner manifesto, although beginners would do well to understand the concepts between the pages of this book before creating their first business.

I won’t be promising any certain level of income. In fact, I believe that if anyone promises you a certain level of income from anything besides a guaranteed salary in a job working for someone else, you should run the other way. You see, no matter how effective are my techniques are anyone else’s there is no way to know you profitable you will be in implementing those techniques. There are many factors that enter into the equation of profit, including niche selection, communicating effectively, selling great products or coaching, and probably most of all, your own success attitude and ability to focus intently, do the work, adjust to failure or sub-par results, and make adjustments that take you to the next level.

However, I will show you very specific methods that are highly effective at increasing profits. I will show you how they work to increase profit, and I will show you how to do each method so that you can increase profit.

But please notice I refer to increasing profit. If you have no profit at all, if you don’t have any business at all, these techniques will simply be theoretical for you. They may be interesting learning, but without a business in place in which to implement them, they will be completely useless.

Having said all of this, let’s get into the concept of increasing profit through these techniques.

I believe the easiest way to do this is to show you a hypothetical example. It is purely hypothetical, but it could very well be true, and in fact, if you are generating at least $1000 a month in online revenue right now, the statistics in this example will likely mimic your own in your business.

Let’s assume that you have a website that gets about 1000 new visitors each month. You see a $100 product, and 1% of the people who come to your website buy your product each month, for a total revenue of $1000 per month (10 sales x $100). Now let’s imagine that it costs you about 30 cents per visitor to get them to come to your website, so you are investing about $300 in traffic, and let’s also assume $100 in web operating expenses (your delivery automation, web hosting, and minimal software). And the cost of the merchant transactions for the sales runs about $50 per month.

So you have $1000 in sales, with about $450 in expenses associated with that revenue, for a net profit or $550, or 55%.

So far so good.

Now I’d like to make some simple changes to the profit picture. These will be incremental changes, changes that on their own will not make a huge difference, but when we combine these changes, we get exponential results.

Now in this example we are going to do this without increasing traffic. Of course, once you have increased your profit margin, you can increase traffic as much as you want.

But the thing about traffic is that when you double traffic, you double everything. You double costs. You double your time involvement. You double your support system. In fact, in many cases, people increase traffic without getting a commensurate increase in profits. And yet traffic is the #1 thing internet marketers try to increase when they are trying to grow their business. They buy traffic training packages, spend countless hours and dollars trying to drive more traffic, but many times, the increased traffic is of lower quality than the initial traffic source, so profit actually goes down instead of going up!

So let’s make a few changes to the business, not including traffic.

Let’s put some sales page optimization in place and get the conversion rate to go from 1% to 2%.

Let’s add a subscriber acquisition component, which offers people who don’t take you up on your offer (the 98% who don’t buy) the option of receiving a free daily e-newsletter from you. (This will be set up on autopilot so after the initial set-up won’t require any daily maintenance). Let’s assume that about 20% of the 980 people who don’t buy initially, become subscribers to your e-newsletter. This is approximately 196 subscribers, of which 6% will likely convert within 90 days to purchasing your $100 product (it is pretty typical that e-newsletter support of a product will normally triple initial conversion rates over 90 days).

Let’s crunch these numbers so far.

Upfront: 2% conversion = 20 sales = $2000.

Over 90 days through the followup email campaign: 12 sales = $1200.

We now have a total revenue of $3200, a 320% increase in sales with no increase in traffic.

Expenses have gone up slightly, as we have added an advanced autoresponder component at an initial starting cost of $200 per month, plus the additional 5% merchant fees on the $2200 increase, which is $110.

So now costs are $450 (initial costs) + $200 + $110 = $760 on revenue of $3200, for a net profit of $2440, and a new profit percentage of 76%.

Contrast this with our initial net profit of $550 and net profit percentage of 55%.

This is a nearly 5 times increase in total net profit with no increase in traffic.

In fact, the only changes we’ve made so far is doubling sales page conversion rate (which is easy to do with basic optimization methods) and adding a pre-programmed daily newsletter for 90 days.

Like this so far?

Ready to take this to the next level?

Excellent.

At this point we have 32 buyers with a $100 purchase.

Let’s now imagine that we create an advanced training that sells for $500, and that 20% of the initial buyers take us up on this advanced training (20% is about typical for upselll conversion rates in this type of model).

This yields 6 additional sales at $500, which is an added $3000 in revenue.

Let’s now imagine that we create a monthly coaching program that has a monthly fee of $200, and that 20% of your initial buyers enroll in this monthly coaching program (this is also a typical coaching program conversion rate for existing buyers).

This means that we also gain 6 coaching clients at a monthly fee of $200 per month. Now because this is a monthly fee, we can look at it in two ways. One way is that each month you have $1200 in revenue coming in from this months’ sales. Of course next month you will sell an additional $1200 in monthly payments, making the second month coaching revenue $2400. And so on…by the 4th month you are at $4800 in monthly revenue. Now over time, people drop out of the coaching program, so income stabilizes at some point, although over time that number can increase slowly. For this example, let’s assume the average person stays in the coaching program for an average of 4 months. This allows us to assume that each new client at $200 per month has a purchase value of $800. This brings the value of the new coaching clients from this months’ sales to $4800.

Let’s take another look at our profit scenario now.

We have new revenues of $3000 + $4800 = $7800

Our additional costs are approximately 5% of that, or $390.

This brings our total revenue to $11,000 ($3200 + $7800)

And now costs are $760 (prior costs) + $390 = $1150, for a net profit of $9850, and a new profit percentage of 92%.

Contrast this with our initial net profit of $550 and net profit percentage of 55%.

We have literally increased profit by 17.9 times, with NO increase in traffic.

To compare this to the commonly accepted method of increase internet sales of increasing traffic, you would have to increase traffic by 17.9 times in order to generate the same increase in profit with traffic alone. This means increasing traffic from 1000 visitors per month to 17,900 visitors per month. If you have been driving traffic for long online, you know how difficult that is!

However, each of the methods I have shared with you here are easy to implement, do not require any additional traffic, nor a change in your original traffic source, are 100% automatable, meaning that aside from the initial e-newsletter development, additional product creation, and coaching program lesson creation, there is no additional long term work involved.

However, even if there were some additional work involved…would it be worth it to increase profit for $550 per month to $9850 per month with no additional traffic?

Now, I told you at the beginning that I wasn’t going to promise any level of income increase for you. And I’m not. I don’t know you, your product, your ability to write emails, your ability to create additional training, your willingness to create a coaching program, your willingness to implement sales page optimization, etc. I told you at the beginning of this illustration that it was a hypothetical example. And although each one of the leverage components (optimizing sales conversion rates, adding a daily e-newsletter, adding a backend training, and adding a coaching program) is real and the conversion rates are not only possible, but highly realistic – let me say this. Nearly everyone reading this book will NOT apply any of the techniques I just shared with you, even though I am going to teach you exactly how to do it. And because of that, nearly everyone who reads this book will not increase sales or profit by even 1% as a result of reading this book.

The question is…what about you?

Are you going to fall in the category of most people who will read this book and think to themselves that this is interesting information, see that it could work, but through procrastination, neglect, apathy, or any other reason will not implement any of these techniques?

Or are you going to be one of the small percentage of action takers who implement what I teach, and get the results?

The choice is up to you.

Between the pages of this book, I teach you not only exactly how to do each of the 5 profit leveraging steps I just shared with you, but an additional 25 profit leveraging techniques.

I will also show you some advanced methods of increasing and leveraging high quality sources of traffic.

And I will show you exactly how to implement each and every one of these profit leveraging techniques.

You have in your hands the most advanced internet marketing profit-leveraging guide on earth, and I am excited about sharing with you my highest level, advanced techniques for increasing your profits fast.

I encourage you to choose one profit technique at a time and implement it in your business.

It doesn’t matter which one you choose.

You can start with the first one I teach.

You can start with the one that appears to be the easiest to implement.

It doesn’t matter.

But the key is that you start, and that you incrementally add additional profit techniques over time. These profit techniques, although each will incrementally increase profit when used alone, are most powerful when combined. The exponential effect I have demonstrated is what will take your business to the next level.

In fact, I submit to you that if you begin today to simply implement one profit technique per month, your business and your life will be radically different in one year.

Are you ready?

Let’s get started!

Overview of Plan

Become Unbeatable With Backend Automation

Methods of Increasing Profit Exponentially:

2) Implement subscriber acquisition

3) Implement a 90 day daily e-newsletter

4) Create a backend training at 5 times the price of the initial product

5) Create a coaching program at a monthly price equal to 2 times the price of the initial product

6) Implement a monthly membership with a price equal to the price of the initial product

7) Create an additional backend training at 10 times the price of the initial product

8) Create a high level training program at 100 times the price of the initial product

9) Increase traffic from high quality sources

10) Increase credibility through writing books and articles

11) Outsource all tasks that do not require your involvement

12) Increase subscriber bonds through email
1) Increase sales page conversion rate

13) Add an upsell path to every transaction

14) Partner with non-competing training providers for additional revenue streams

15) Create an affiliate program for additional sales

16) Create automated buyer relationship nurturing campaigns

17) Test everything for incremental improvement

18) Target the portion of your market that has the highest profit potential

19) Your Long Term Goals

20) Get accountability coaching for yourself

21) Find an angle your competition isn’t and won’t use (concept of hidden backend)

22) Increase prices

23) Provide a complementary service

24) Find out what your customers really want

25) Add direct mail

26) Add teleseminars

27) Add video sales letters

29) Filter your customers and know with whom you don’t want to work

30) Tell a story

31) Move them down an emotion trust-path

32) Psychology of Internet Marketing

33) Price Anchor for Highest Sales

34) Learn to sell the dream

35) Learn to close based on value not time

36) Sell based on trust not persuasion and hype

37) Specialize

38) Be different – sell the difference

39)

The Training

Welcome to my profit maximizer daily training course. Over the course of the next 31 days, I am going to be sharing with you my advanced tips, tricks, and methods you can use to increase the profit level in your online business.

All of these tips, tricks, and methods will be taught with the assumption that you have the basics in place for running a profitable information marketing business. Those basics are: a niche in which there is a demand and prospects willing to invest money to learn how to do what you teach, a website with an effective lead generation process, at least 3 products or coaching programs of escalating price and depth, a relationship building email campaign which provides content to your subscribers, recommends your products based on prospect needs, and a traffic source to identify and capture prospects. If you do not have a foundational business in place, I recommend my Automation Marketing Training Program.

Each of the methods I share with you in the next 31 days can be individually used to increase profits, however when 2 or more are implemented, there is an exponential advantage. Before we begin, I’d like to reproduce here the “introductory” information that was on the sales page through which you purchased this training:

Exponential Profit Maximization: An Example

The easiest way to introduce the concept of exponential profit maximization is to show you a hypothetical example. It is purely hypothetical, but it could very well be true, and in fact, if you are generating at least $1000 a month in online revenue right now, the statistics in this example will likely mimic your own in your business.

Let’s assume that you have a website that gets about 1000 new visitors each month. You sell a $100 product, and 1% of the people who come to your website buy your product each month, for a total revenue of $1000 per month (10 sales x $100). Now let’s imagine that it costs you about 30 cents per visitor to get them to come to your website, so you are investing about $300 in traffic, and let’s also assume $100 in web operating expenses (your delivery automation, web hosting, and minimal software). And the cost of the merchant transactions for the sales runs about $50 per month.

So you have $1000 in sales, with about $450 in expenses associated with that revenue, for a net profit or $550, or 55%.

So far so good.

Now I’d like to make some simple changes to the profit picture. These will be incremental changes, changes that on their own will not make a huge difference, but when we combine these changes, we get exponential results.

Now in this example we are going to do this without increasing traffic. Of course, once you have increased your profit margin, you can increase traffic as much as you want.

But the thing about traffic is that when you double traffic, you double everything. You double costs. You double your time involvement. You double your support system. In fact, in many cases, people increase traffic without getting a commensurate increase in profits. And yet traffic is the #1 thing internet marketers try to increase when they are trying to grow their business. They buy traffic training packages, spend countless hours and dollars trying to drive more traffic, but many times, the increased traffic is of lower quality than the initial traffic source, so profit actually goes down instead of going up!

So let’s make a few changes to the business, not including traffic.

Let’s put some sales page optimization in place and get the conversion rate to go from 1% to 2%.

Let’s add a subscriber acquisition component, which offers people who don’t take you up on your offer (the 98% who don’t buy) the option of receiving a free daily e-newsletter from you. (This will be set up on autopilot so after the initial set-up won’t require any daily maintenance). Let’s assume that about 20% of the 980 people who don’t buy initially, become subscribers to your e-newsletter. This is approximately 196 subscribers, of which 6% will likely convert within 90 days to purchasing your $100 product (it is pretty typical that e-newsletter support of a product will normally triple initial conversion rates over 90 days).

Let’s crunch these numbers so far.

Upfront: 2% conversion = 20 sales = $2000.

Over 90 days through the followup email campaign: 12 sales = $1200.

We now have a total revenue of $3200, a 320% increase in sales with no increase in traffic.

Expenses have gone up slightly, as we have added an advanced autoresponder component at an initial starting cost of $200 per month, plus the additional 5% merchant fees on the $2200 increase, which is $110.

So now costs are $450 (initial costs) + $200 + $110 = $760 on revenue of $3200, for a net profit of $2440, and a new profit percentage of 76%.

Contrast this with our initial net profit of $550 and net profit percentage of 55%.

This is a nearly 5 times increase in total net profit with no increase in traffic.

In fact, the only changes we’ve made so far is doubling sales page conversion rate (which is easy to do with basic optimization methods) and adding a pre-programmed daily newsletter for 90 days.

Like this so far?

Ready to take this to the next level?

Excellent.

At this point we have 32 buyers with a $100 purchase.

Let’s now imagine that we create an advanced training that sells for $500, and that 20% of the initial buyers take us up on this advanced training (20% is about typical for upsell conversion rates in this type of model).

This yields 6 additional sales at $500, which is an added $3000 in revenue.

Let’s now imagine that we create a monthly coaching program that has a monthly fee of $200, and that 20% of your initial buyers enroll in this monthly coaching program (this is also a typical coaching program conversion rate for existing buyers).

This means that we also gain 6 coaching clients at a monthly fee of $200 per month. Now because this is a monthly fee, we can look at it in two ways. One way is that each month you have $1200 in revenue coming in from this months’ sales. Of course next month you will sell an additional $1200 in monthly payments, making the second month coaching revenue $2400. And so on…by the 4th month you are at $4800 in monthly revenue. Now over time, people drop out of the coaching program, so income stabilizes at some point, although over time that number can increase slowly. For this example, let’s assume the average person stays in the coaching program for an average of 4 months. This allows us to assume that each new client at $200 per month has a purchase value of $800. This brings the value of the new coaching clients from this months’ sales to $4800.

Let’s take another look at our profit scenario now.

We have new revenues of $3000 + $4800 = $7800

Our additional costs are approximately 5% of that, or $390.

This brings our total revenue to $11,000 ($3200 + $7800)

And now costs are $760 (prior costs) + $390 = $1150, for a net profit of $9850, and a new profit percentage of 92%.

Contrast this with our initial net profit of $550 and net profit percentage of 55%.

We have literally increased profit by 17.9 times, with NO increase in traffic.

To compare this to the commonly accepted method of increase internet sales of increasing traffic, you would have to increase traffic by 17.9 times in order to generate the same increase in profit with traffic alone. This means increasing traffic from 1000 visitors per month to 17,900 visitors per month. If you have been driving traffic for long online, you know how difficult that is!

Introduction

In the course of this training, I will teach you not only exactly how to do each of the 5 profit leveraging steps I just shared with you, but an additional 25 profit leveraging techniques.

I will also show you some advanced methods of increasing and leveraging high quality sources of traffic.

And I will show you exactly how to implement each and every one of these profit leveraging techniques.

You have in your hands the most advanced internet marketing profit-leveraging guide on earth, and I am excited about sharing with you my highest level, advanced techniques for increasing your profits fast.

I encourage you to choose one profit technique at a time and implement it in your business.

It doesn’t matter which one you choose.

You can start with the first one I teach.

You can start with the one that appears to be the easiest to implement.

It doesn’t matter.

But the key is that you start, and that you incrementally add additional profit techniques over time. These profit techniques, although each will incrementally increase profit when used alone, are most powerful when combined. The exponential effect I have demonstrated is what will take your business to the next level.

In fact, I submit to you that if you begin today to simply implement one profit technique per month, your business and your life will be radically different in one year.

Are you ready?

Let’s get started!

Overview of Plan

Before we begin, I’d like to give you a list of the profit techniques I plan to share with you over the course of the next 31 days, because I believe it will be helpful to you in conceptualizing all the possible combinations of techniques you could use to increase your profits.

However, as I am writing this to you in real time, meaning that I am preparing these lessons as you receive them, this list and certainly the order of it is subject to change.

Intended topics:

1) Become Unbeatable With Backend Automation

2) Implement subscriber acquisition

3) Implement a 90 day daily e-newsletter

4) Create a backend training at 5 times the price of the initial product

5) Create a coaching program at a monthly price equal to 2 times the price of the initial product

6) Implement a monthly membership with a price equal to the price of the initial product

7) Create an additional backend training at 10 times the price of the initial product

8) Create a high level training program at 100 times the price of the initial product

9) Increase traffic from high quality sources

10) Increase credibility through writing books and articles

11) Outsource all tasks that do not require your involvement

12) Increase subscriber bonds through email

13) Increase sales page conversion rate

14) Add an upsell path to every transaction

15) Create an affiliate program for additional sales

16) Create automated buyer relationship nurturing campaigns

17) Test everything for incremental improvement

18) Target the portion of your market that has the highest profit potential

19) Your Long Term Goals

20) Get accountability coaching for yourself

21) Find an angle your competition isn’t and won’t use (concept of hidden backend)

22) Increase prices

23) Provide a complementary service

24) Find out what your customers really want

25) Add direct mail

26) Add teleseminars

27) Add video sales letters

28) Partner with non-competing training providers for additional revenue streams

29) Filter your customers and know with whom you don’t want to work

30) Tell a story

31) Move them down an emotion trust-path

32) Psychology of Internet Marketing

33) Price Anchor for Highest Sales

34) Learn to sell the dream

35) Learn to close based on value not time

36) Sell based on trust not persuasion and hype

37) Specialize

38) Be different – sell the difference

1) Become Unbeatable With Backend Automation

One of the most important things you can implement in your information business is backend selling automation. Backend selling automation is the process of using automated email sequences to sequentially make offers to your subscribers of your products and coaching.

The reason you want to automate this process is that without automation, your business will never get to the point that you can take significant time off without losing revenue. And I believe that one of your goals in building your information/coaching business should be that of being able to take as much time off as you choose, and still have a strong income.

Let’s take a look at what your business could look like 5 years from now.

Let’s imagine that you have created a product funnel of 5 trainings, at various price points ranging from $97 to $3000, and have 2 coaching programs.

Because you have already created the trainings and the coaching program core material, and written the sales letters promoting those trainings and programs, you don’t need to spend any time on product creation.

Because you have automated all of the email deliveries that occur in your business, you don’t have to send out any emails in order to generate sales.

This leaves 3 parts to your information/coaching business:

1) Delivering the interactional element of your coaching

2) Monitoring Traffic (New Prospect Generation)

3) Customer Service

Let’s talk about these in reverse order.

Customer is something that if you are generating less than $1 million per year, you should, with discipline, be able to accomplish in 15 minutes per day. (Key: all customer service goes to one location, email or help desk, and is dealt with only once per day, without interruption. Any questions that are repeats over time should be added to a FAQ database, and clients referred to the FAQ before submitting a ticket [or a link to the particular FAQ could be sent in the reply email]). Or you can outsource customer service.

Traffic generation is something that is ongoing, however most sources of traffic will involve repetitive tasks that can be outsourced on a regular basis. Two examples, one from content generation, the other from advertising sources:

Content generation might involve hiring 1 or more content producers, and 1 or more individuals to upload content online, and monitor the traffic from those sources. The cost of the outsourced content generation program should be amortized across the lead base of new prospects, and considered a cost of lead generation.

Advertising: Many forms of advertising involve repeat or continuous advertising, such as pay per click, banner advertising, or web site advertising. Once these advertising channels are set up, they can be monitored in an hour or two per month, with adjustments made based on performance. Advertising sources that require new contracts regularly, such as email marketing, or limited time engagements of banner or website advertising, can be managed in such a way that all contracts are dealt with during a specific allotted time period during the week, and preferably handled in 1- 2 hours per week. Once again, this task can be outsourced, and the cost of outsourcing applied to the average prospect generation cost.

The final use of your time on a regular basis is the actual delivery of the interactional element of your coaching program.

If it is your goal in running your information/coaching business that the business will run with as little involvement as possible from you, then the interactional element must be designed accordingly. For example, you wouldn’t want to have any one-on-one coaching, nor an agreement to personally answer emails and questions outside of the weekly or monthly group telephone or videophone conference call. If you want to allow email, forum access, or help desk support as part of the interactional element in your coaching, it can be outsourced.

Your primary method of delivering the interactional element of your coaching program, if you want to spend as little time as possible on the delivery and fulfillment of your coaching, is that of a weekly (or bi-monthly) telephone or videophone conference call, where all members can ask questions and interact.

With a bare-bones model like this, you can literally spend 3-5 hours per week or less on the running of your business, outsourcing all elements that do not specifically require your involvement. In my opinion, the only thing that should not be outsourced is the actual interactional portion of your coaching, and the actual content creation for products and coaching (meaning the actual teaching portion, not the compiling of lessons, uploading of files, etc, which can be easily outsourced). Because everything else can be outsourced, with minor ongoing management from you, you can literally work a few hours a week and run a full time coaching business (full time defined as income, not working hours).

There are, of course, some coaches who become “signature” coaches and choose to hire coaching staff for the delivery of coaching and teaching. This is certainly an element you can outsource, however I believe that at that point you personally move from being a “coach” to managing a coaching business.

Notice this model presupposes that product creation and coaching module creation is complete, and email campaigns are complete.

In the first months or years of running your information/coaching business, it cannot be assumed that you can work so little and still grow your business. In order to have an information or coaching business, you must have products, trainings, and coaching program(s) to sell. And unless you choose to outsource their production as well as the more monotonous tasks, they will require a significant time investment at the front end of your business.

Additionally, you will need to automate the delivery of your relationship building and sale creating email campaign.

If you do not, then although the rest of your business will operate on “autopilot”, the selling and email delivery portion will not.

I specifically highlight this because I see this as one of the easiest elements in an information/coaching business to skip doing initially, and find that as time goes on it becomes harder to implement. The reason for this is that as you build your business depending on sending out daily or weekly timed emails to your list (scheduling new emails each week as opposed to automating the delivery to all subscribers based on their time in your email campaign), it becomes increasingly difficult to switch to an automated model, because of the transition period involved. During the transition period, some subscribers may receive too many emails, some subscribers may receive too few, and both scenarios decrease sales.

The solution for this is to simply automate from the beginning. The easiest way to do this is to simply put every email that you send out into your automated followup campaign, rather than sending it out as a one time broadcast.

Contrast 2 scenarios:

Imagine you write one email per day and send that email to your entire list. At the end of one year, you have generated some level of income based on the response to your emails. However, on day one of the second year, you must once again sit down and write an email in order to generate additional revenue.

Imagine instead that you write an email per day (same time commitment) but instead of sending that email to your list immediately, you queue it into your autoresponder so that it goes out on, for example, day 3 after someone enrolls in your autoresponder email campaign. The following day you queue the following email to go out on day 4, and so on.

Assuming you write one email per day, and space those emails one day apart (to approximate the first example), at the end of one year you would have sent out the same number of emails, and generated approximately the same level of sales. However, the big difference here is that if a new subscriber joins your list on day 1 of the new year, they will automatically receive each email in your system over the course of the next year.

This means that you could theoretically take a full year off from writing emails and sales would stay the same (per subscriber, so assuming the same level and quality of new subscriber generation).

Of course, you could continue to add emails to your campaign, effectively over time extending the length of your campaign.

The next step in email automation is automated the backend selling process. This means that when someone purchases your first product, they are moved from the initial relationship building email campaign, to another email campaign that is designed for people who have made a first purchase.

This second campaign would continue to build relationship with subscribers, however, it would also sequentially begin to promote additional (and preferably higher ticket) products and programs. As prospects continue to make purchases, they can be sequentially moved through deeper and deeper levels of email campaigns, each campaign promoting higher priced trainings and building deeper relationships.

The deeper your email campaigns are structured in terms of future upselling automation, the more long term revenue you will generate. In fact, without effective long term backend selling automation in place, you are possibly leaving behind the bulk of the possible revenue in your business, as repeat buyers tend to invest more per purchase than non-buyers.

Will this take time? Yes. Is this more difficult than sending a daily email? Yes. However, in my experience, it is well worth the effort, especially from the perspective of structuring your business so that you can generate the best results for your clients, the highest level of income for yourself, and the lowest level of personal involvement.

Supercharging Subscriber Acquisition

In my basic model, I advocate a subscriber acquisition mechanism, namely the squeeze page. Many times it is easy to take for granted that you “should” use a squeeze page to generate the highest level of optins. However, the question often remains – do you really generate more revenue as a result of generating optins rather than allowing someone to freely roam your website and decide if they wish to invest and work with you?

I am going to share with you a simple hypothetical numerical example to show you, emphatically, that generating optins generates higher levels of profits.

First, some background information. In today’s internet environment, it is not easy to maintain someone’s attention for long. And without attention, prospects won’t buy. Not because they don’t want to, but because they haven’t taken the time to convince themselves that your solution is right for them. Traditional sales theory holds that prospects that are repeatedly exposed to a certain offer or advertising material are more likely to purchase those who are not repeatedly exposed.

In the case of the internet, when someone comes to your site and peruses the pages, even if they like what they see, they are not only unlikely to purchase on the first visit, but they are also highly unlikely to ever come back to your website without being referred again.

Because of this, no matter how much wonderful content you have on your website, unless it is absolutely captivating, your competition doesn’t have anything like it, and you have superb brand recognition, hardly anyone will purchase from your website when they come to it the first time and are not driven back to it by some other means.

However, if they are opted in to an email list while they are visiting your site for the first time, they can be repeatedly driven back to the website over time through email referral. And not only can they be driven back to the website, but they can be driven back to pages that are specifically targeted to their needs based on preferences revealed in the email campaign.

Let’s look at some numbers to illustrate:

Let’s assume you market a $100 product, and your sales conversion rate is 1% on your website.

That means that for every 100 visitors, your revenue generated is $100.

Now imagine instead you create a squeeze page in lieu of a sales page, giving away a small sample from the product itself, in exchange for the prospect giving you their name and email address so that you can continue to communicate with them.

And let’s assume that squeeze page converts at 33%, meaning that about 1/3 people who come to that squeeze page choose to become subscribers.

This means that out of your initial 100 visitors, you will generate 33 subscribers.

At this point, of course, you are behind financially, because you have forfeited the initial sale. However, that can usually be immediately rectified by creating an offer page that new subscribers are immediately directed to after becoming subscribers.

What normally happens on this page is a conversion rate that is about 3 times the conversion rate on sales page if someone is not converted into a subscriber first. Meaning that instead of a 1% conversion rate to the $100 sale, you have a 3% conversion to a sale. This means that the number of sales per 100 visitors stay the same (3% of 33 = 1 sale, which is the same as getting 1% on the total number of visitors).

So at this point, you have broken even financially, however, you now have an optin list of 33 subscribers, in addition to the sales which have occurred.

There are two primary theories for the reason for this increased conversion level.

One is that there is a basic trust level that must be overcome in order for someone to make a purchase, and there is a lower trust level that must occur in order for someone to become a subscriber. The standard of trust is lower for someone to become a subscriber than that to become a purchaser, and if someone does not subscribe, it can be assumed that the level of trust (or interest in or need of the product) is lower than than of both a purchaser and a subscriber.

This means that the potential 1% of visitors who become buyers is contained within the portion of the visitors that has at least enough trust to become a subscriber. Meaning that if someone does not have a high enough trust level to give you their name and email, they certainly don’t have a high enough trust level to give you their credit card number (make a purchase).

Because of this, the optin processes catches nearly all possible buyers, and therefore the purchases generally occur from the subset of subscribers.

The reason I go into this with this much detail is that the question is often asked, well aren’t I losing sales by getting the optin first, and my opinion is that no, you are not losing sales, you are simply screening out the cohort of visitors who aren’t going to make a purchase anyhow, and in the process building a list of subscribers to whom you can market in the future.

The second theory for why the conversion rate is higher after an optin is the theory of consistent behavior. Meaning that someone has just made a “yes” decision by opting in, so when they are presented with the offer to purchase, they are more likely to simply say “yes” again (although this time they are making a financial purchase, not just a “purchase” made with their name and email).

Now let’s get into some numbers.

These are going to be theoretical numbers, however these are based on my own statistics over time.

Let’s imagine that we have 1000 visitors who purchase in aggregate 10 product for a total conversion rate of 1% and a total revenue of $100. At this point, since we are not collecting optins, there are no additional purchases.

Let’s now imagine that instead of attempting to make a sale on the first visit, instead we convert the visitors into optin subscribers, and let’s assume that conversion rate to be 33%.

So instead of 10 sales, we get 333 subscribers, with whom we can build a relationship, and to whom we can market over time.

Now, instead of building out a 90 day spreadsheet with potential email opens and clicks per day, and building in 30- 50 emails, let’s just aggregate the total number of emails sent, and aggregate the total number of opens and clicks. The end result will be the same, but we can come up with the numbers in a single formula, rather than showing 90 days of emails in a spreadsheet.

Let’s imagine that we send out 40 emails over the course of the 1st 90 days in the campaign. These emails will be a combination of relationship – building content and recommendations to view the original sales pages.

Before we get into the numbers, let’s make a couple of basic assumptions.
1) The average open rate on these initial emails will be 20% and the average click through rate will be 10%.
2) The average conversion rate on the sales page will remain 1%, the initial conversion rate to cold traffic. In reality, it is often higher because of the trust that builds as a result of the email campaign, however I want this to be as conservative as possible.

So if we aggregate the emails, we find that we send out 333 emails x 40 occurrences for a total of 13320 emails over the course of 90 days. With an open rate of 20%, we have a total of 2664 emails opened and with a click through rate of 10% we have a total of 1332 clicks (or views to the original sales letter).

Now assuming a 1% conversion rate on the product, you would end up with 13 sales, as opposed to the 10 sales in the scenario where we don’t utilize an email campaign. And if we add back in the 10 sales that would have occurred had we promoted the product to the immediate new subscribers, we would end up with 23 sales, a significant increase in sales over the number of sales without utilizing an email campaign.

Of course at this point, not only do we have these sales in the initial 90 day period of time, but we also have additional sales that will come in from those individuals who do not purchase in the initial 90 day period of time.

Now that we have established the importance of building a list of subscribers rather than just using sales pages directly on your website for first time visitor conversions, let’s think about what this means in the long run.

Before we do this, let’s think about the idea that sales conversion rates do tend to increase over time when someone is in your email campaign.

The reason for this is that when they are in your email campaign, their trust in you is growing, and because of that when they do read a sales letter from you, they are more likely to make a purchase than if they are simply given the one upfront chance to purchase.

So if this is the case – then the next logical step would be to make the effort to generate as many subscribers as possible. In fact, I believe that the best way that you can grow your business fast is to not only generate subscribers from the visitors that come to your website, but also make an effort to generate as many subscribers as possible, with intention.

Instead of focusing on simply converting sales on your website, your primary focus with new visitors is to get them to become subscribers.

Once they become subscribers, your goal then is to build a trust relationship with them through email, and market to them through the email campaign.

Implement a 90 day daily e-newsletter

Many times the question comes up, “ what do I put in my emails?” And of course this is a legitimate question. You know you need to send out emails, but you don’t know what to send. In fact, if you only send sales promotions, your subscribers will stop reading your emails. And if you only send free content, and never ask for the sale, your subscribers will not only not feel compelled to purchase from you, but they will also begin to believe that the only place you have in their life is that of providing free information.

So how do you create a balance that works?

An excellent way to achieve this balance is through a daily e-newsletter for the first 90 days in the email campaign.

A daily e-newsletter is a daily email that is designed to offer some information, news, or tips each day. This e-newsletter builds trust when done correctly, and shows the prospect that you not only know your topic, but that you are willing to share some of it with them in order to get to know them better.

You can also include subtle recommendations to make purchases, in these daily emails.

The key with these daily emails – especially if they are going to be literally daily – is that they all need to be interesting and intriguing, and leave the reader wanting to read the following days’ emails. If the email is not interesting to your prospect today, there is smaller chance that they will open tomorrow’s email. And each day that your email does not excite your subscriber, your open rate on the following days email will go down.

I’ve often said that you should never mail more often than you can create great content. This means that if you are working your business part time, and only have the time to write one great email, and the rest of the emails wouldn’t be as interesting, then just write one email per week.

Of course that might feel slow at first – but if you are working your online business part time, then it is natural that it will grow slower than if you are working your online business full time.

However, over time, your queue of emails will build. Meaning that even though you are writing one email per week, you could queue them in your autoresponder campaign to be sent every other day. This would mean that after one year of writing just one email per week, you would have a 100 day email campaign with an email going out every second day. I like to ask the question, “ how many of your competitors have 50 emails in their email campaign?”

So why 90 days? Well, for one, it’s a start. In the long run, you could literally write emails such that someone who comes into your campaign today would receive emails for a year or two years or more. However, you would probably want to back off of daily frequency, unless you are getting strong indications from your list that they continue to welcome and use a daily email. Monitor open and click through rates, and unsubscribe rates. You may find that you can maximize the value of your list by tapering to 3 emails a week after 30 days, and 1-2 emails per week after 90 days.

So what else is special about 90 days? In many cases (I have seen this to be true on my list in repeated tests) 80-90% of all first time sales are generated the first 90 -100 days that someone is on a list.

So if we look at a 3 year campaign for example (about 1000 days) we would likely find that 80-90% of the first time sales were occurring in the first 90 – 100 days, and the balance of 10-20% of the sales are occurring in the last 900+ days. It’s simply a manifestation of the 80/20 rule. The question after 90 days becomes, is it worth it to continue to write new emails for such a small increase in revenue.

Personally, I believe that choosing not to continue adding emails after 90 days is a perfectly good option. In fact, at times in managing my own list, I have purposely unsubscribed subscribers who have been on my list for more than 90 days and have not made a first purchase, especially if my tracking software shows they aren’t reading their emails. This tells me that not only are they unlikely to buy in the future, but they are also bogging down the autoresponder, filling email boxes with emails that may never be read, and increasing the chance of unjustified spam complaints, which also tend to dampen delivery rates long term for the entire list.

I am not necessarily advocating a blanket policy of unsubscribing non-responders after 90 days – however I believe that it is worth at least considering the concept so that you can make an informed decision about who you want to stay on the list.

Now I’ll share with you a sample email format for a daily content based recommendation email. Remember, the purpose of these emails is primarily to build relationship, however, their secondary purpose is to generate sales over time. And there is an inverse relationship between how hard you market, and the long term sales you generate. Meaning that if you are aggressive initially in your campaign, you will receive more initial sales, but long term your sales will be flatter for the non-buying portion of your list. If you are less aggressive initially, then you will make fewer short term sales, but more long term sales.

This is especially important to think about in relation to the size of the average sale. For example, a product priced on the low end of the scale, possible $50 – $100 should probably be marketed more aggressively initially, because the smaller ticket sales are easier to generate, and because once someone becomes a low ticket purchaser they now become a candidate for a higher ticket purchase on down the road.

However, if your primary product has a higher price tag, or is a longer term coaching program, then more familiarity and trust needs to develop before someone will become a client.

So the general rule of thumb…the lower the price, the faster the initial sales should come in, the higher the price, the more time and relationship building that is necessary to make sales occur.

So how do you structure an email that is content based with a recommendation?

The first part of the email is going to resemble a short article (100 – 400 words) or simply be tip-based content. For example, the email content might teach how to do something, it might contain a list of steps or directions, or some other small amount of useful information. Note I said useful. I believe it should also be interesting and intriguing. Because remember we are looking for not only today’s click, but tomorrow’s open and read.

After the content of the email, you can make a recommendation to your sales page in a number of different ways. I’ll show a few of them to you here:

By the way, if you like what I have just shared with you, you might like the training here (url to sales page)

or:

Do you want to learn more about (topic of the email)? If so, I suggest you check this out: (url to sales page)

or:

This is just a small portion of what I teach in my (name of training)…if you are interested in learning more, click here: (url to sales page)

Obviously those are just examples, and there are many ways you could phrase that transition.

Another effective method of generating clicks and views to your sales page is that of simply listing one or more urls in your signature.

For example, mine might look like this:

To your success,

Sean Mize

Creator of the 30 Day Coaching Business Training
http://www.30daycoachingbusiness.com

Additional trainings:
http://www.articlemarketingfortraffic.com
http://www.secrets-of-internet-success.com/automateyourmachine/

I particularly like using the signature line method because it is the least “salesy” but if someone is genuinely interested in finding out what else I provide, it is easy for them to do so.

Create a backend training at 5 times the price of the initial product

Before I get into what kinds of products you can use for your backend sales, let’s touch on pricing for a moment.

Let’s face it – your products might sell well at a variety of price points. And over time, you should split test various prices to find out what sells best at what price. And of course, the stronger your offer and your sales copy, the higher the price you will be able to command.

However, there are some rules of thumb that tend to work well, and although they might not be the price points you will use forever, they make a great place to start.

One general rule of thumb is that your second product should do well at 5 times the price.

Of course, it might sell better at twice the price – but not enough better to optimize the revenue of the second product.

And you might still make sales at 10 times the price, but perhaps not enough to generate the same level of revenue as selling at 5 times the price.

Let’s use a quick mathematical example:

Imagine you make 100 sales at $100.

Your second product is priced at $200, $500, or $1000.

Possibly at the $200 price, you might make 40 sales over time, for additional revenue of $8000.

At the $500 price point you might make only 20 sales, but your additional revenue would be $10,000, a $2000 increase over the lower price point.

And at the $1000 price, perhaps you generate 8 sales for a total of $8000.

Now, obviously these are hypothetical prices, and your own results could be better or worse. And there is a place for justifying offering backend sales at all 3 prices, starting with the $1000 package.

Your highest qualified clients will purchase at the higher price, then you offer a smaller package at a lower price, and less qualified prospects may purchase at that price, and finally you offer a package at the lowest price containing the least amount of training, and by doing so you may be able to maximize revenue.

Now let’s talk about what your backend programs could look like.

Let’s imagine your entry level $97 training is a 3 hour audio training.

You could create a 5 hour training on a related topic and likely sell it for $200.

You could create a 10 hour training program on another related topic and sell it for $500.

And perhaps you could create a 10 hour training program that has 10 short homework assignments, one corresponding to each of the hours of the training program, and sell it for $1000.

Although I’ve discussed it earlier, I would like to reaffirm how truly easy it is to create audio trainings.

Step 1: Create an outline of whatever you could teach. This could literally just be a listing of everything you know about a particular topic.

Step 2: Record yourself discussing that topic. It doesn’t need to be formal, your grammar doesn’t need to be perfect – just make sure the content is accurate.

Some tricks to make it easier for you:

a) Imagine you are being interviewed. Turn all of your outline points into questions. For example, your outline might read: How to Do x,y,z Your “interview” question would be: How do you do x,y,z Then on the recording you simply answer the question.
b) If this proves difficult, turn the entire outline into a series of questions, and ask a friend to ask you the questions (interview you). You simply answer the questions.

If what I have just shared with you is just plain scary – and that’s why you haven’t begun recording home study courses – I encourage you to just “face your fear” and do the first recording. It’s usually quite painless, and when you have completed just one hour of recording, you will likely be quite excited to record the rest of the program.

The truth of the matter is, recording a 10 hour home study course takes…10 hours to do. You can do that one hour a day for 10 days, or 2 hours a day for 5 days. But just do it.

Because once you have a home study course, not only do you have one more program you can sell, but your perceived credibility goes up simply by virtue of the fact that you have a home study course.

And once you have created one…create another!

I remember when I first started recording home study courses, I recorded 3 in the first 2 months, and over time I have created at least 9 that I can count, using basically the method I have just shared with you. I have multiple additional programs that I have recorded through the course of recording client teachings, coaching program lessons, etc. The more home study courses you have, the more your clients can purchase, the more they can learn from you, and the more freedom you can have in your life!

Create a Payment Plan for Your Programs

Another great way to increase profits is to create a payment plan for your programs.

The reason for this is that some people may want to purchase one of your programs, and they may be willing to pay the price you ask, but they simply cannot afford to pay for it all at once. And much the same way that corporations are able to raise long term revenue by offering payments plans, you can do the same.

There are a couple of different ways to do it.

One is to simply create the option on the sales page. For example, there are 2 payment options – one with a pay in full price, the other with a payment price.

The second is to offer your client that program at the pay in full price, and some clients will purchase at that price. Those clients who do not purchase at the pay in full price could then be offered a payment plan.

If you are selling coaching individually, then these payment plans can be quite creative. When I used to sell personally, I would ask a client, once we had established that they needed a payment plan, “How much can you put down to get started today?”. They would give me a number, if it was reasonable, then I would ask “and how much can you pay on a monthly basis?”. Once they told me that, some simple math would tell us what their payment schedule would be.

For example, let’s imagine a $6000 coaching program, the client tells me they can put down $1000, and make payments of $500 a month, then the payment schedule will be $1000 down and 10 monthly payments of $500 a month.

If you are selling from a sales page, then you might do something like this:

(close leading to the payment button indicates a price of $2000)

Payment language:

To pay in full and save $500, click here;

($1500 payment button)

To make 5 monthly payments of $400, click here:

(5 x $400 payment button)

Or you could do this:

To pay in full click here:

($2000 payment button)

Or to make 8 monthly payments of $300, click here:

(8 x $300 payment button)

The bottom line is that offering payments can significantly increase income when used correctly. I say used correctly because you don’t want to price payments in such a way that it really just makes sense for everyone to make payments. You need a balance of cash up front and payments for long term stability in your business.

Create a coaching program at a monthly price equal to 2 times the price of the initial product

There are many ways to price coaching programs, and ideally you will eventually create several at various price points and levels of intensity.

However, for your first coaching program, you want something that makes a lot of sense to your clients so that it is easy to enroll clients. Over time, you can raise your prices for future clients.

A price point that tends to work really well is a monthly price that is 2 times the price of the initial product.

For example, if you initial product is $97, then $197 per month is an easy price to sell.

Of course, conversely, it makes sense to think about your coaching program price when considering the price of your first product. If you price your initial product at $37 to get more sales, but find that a lot fewer people enroll in your $200 a month coaching program, you may find that total monthly revenue is lower as a result of offering a low price at the beginning, instead of making up for the price in volume as you initially might expect. The key in this case of course is that it isn’t the sales revenue on the initial product that is driving profit, but instead it’s the sales revenue from the monthly coaching.

Here’s another thought on monthly coaching, and that is that it lends stability to your income.

For example, if you have a $200 a month coaching program with 50 clients, that is $10,000 a month in revenue. You can take a few months off from working the business, for vacation, rest, sickness, or anything else, and although you may lose a few clients, as long as you hold your regular coaching calls, your income tends to be relatively stable.

However, if you don’t have a monthly coaching program, and you rely solely on sales of products or face to face sales, when you stop selling, revenue drops off or goes away entirely.

This makes the concept of automating your email campaign to generate long term automated product sales, and creating a monthly coaching program, a necessity if you want to create the freedom in your life to take time off or be prepared for unfortunate circumstances like sickness.

Implement a monthly membership with a price equal to the price of the initial product

Memberships tend to do well when priced at approximately the same monthly price as the one time price for your starter product.

The same holds true if you have multiple products at multiple price points, you can have multiple memberships at those price points.

For example, let’s imagine entry level products with price points of $97, $197, and $497 respectively.

You could easily have 3 memberships, with increasing levels of intensity and depth, priced at $97, $197, and $497 per month.

These memberships could contain uniquely different material, or they could be “stacked”. For example, the $97 membership is a monthly teaching and a homework assignment, the $197 membership includes everything in the $97 membership plus a weekly update, and the $497 membership contains everything in both lower priced memberships, plus possibly an interactional element like a live group call (possibly a precursor to a coaching program).

Create an additional backend training at 10 times the price of the initial product

In this case, assuming your entry level or initial product is priced at $97, then you should create an additional backend training at $997.

You can market this as a one time purchase of $997, or as a payment – based price. For example, you could have 4 payments of $250.

If you have multiple topics on which you can teach for at least 5 – 10 quality hours, you can create additional similarly priced trainings, ranging from 5 times to 25 times the initial product price. So these additional trainings would range from $500 to $2500.

The point in having multiple products is simply that some people will purchase multiple products if given the chance. And when people begin purchasing at much higher prices, they will consistently spend more in total revenue over their lifetime.

So what kind of products can you create at these price points?

You can create audio or video teaching series’, and combine them with some kind of print instruction. Any time you can increase the number of different media (for example audio, print, and video, the higher is not only the perceived value, but also the retention level of the information taught. Because when people are exposed to content using multiple senses, they retain more when presented in multiple media.

So for an example, perhaps you create a 10 hour audio series, then add 2 20 minute videos showing how to do something that is tough to explain with just your voice. Then add something in print. For example, a print tutorial (like this). Or a print version of a homework assignment, perhaps something with questions to answer, or steps to take. The key here is using the different medium of the print version, rather than simply asking the questions or giving the directions in the audio or the video version.

Create a high level training program at 100 times the price of the initial product

This may seem like a huge training program, and it will be. However, although not many people will purchase it, the profit level on it will be huge on two fronts. (1) Just having a really high level package will increase sales on all other products and (2) Even if a small percentage of prospects purchase it, it will be highly profitable, so well worth it.

I’ll dig into both scenarios now.

In the first scenario, that of just having a really high level package increases sales, you are basically creating a contrast situation that builds credibility. The concept is that if someone has a really big package, the assumption is that people purchase it. So if you have a $10,000 package advertised, people believe that you sell that package (and you do, even if not that frequently). Because they believe people purchase it, their belief in your goes up. And if their belief in you goes up, they will purchase more from you, either in products or in coaching.

The second reason sales go up on other products is the power of contrast. You see, if someone sees that you have a $10k package, your $500 package seems very inexpensive in comparison. Contrast that to a scenario where your $500 package is your highest ticket package, and you will have fewer buyers. It is similar to the concept of a restaurant that has a really high ticket entree on its menu. Their goal isn’t to sell that entree, it’s to sell the next one down. You see, many people want to buy the very best, and they evaluate quality based on price. So in order to get the very best they look to your highest price product. When they are unwilling to pay that price, but they see that your next one down is reasonable (at least compared to the high ticket package) they often will purchase the next one down.

In the second scenario, a small percentage will purchase your highest ticket package, and that will be highly profitable for you.

If you have a $10k package, and only a few people buy it each year, that is $10k times the number of buyers in additional revenue that you wouldn’t have had otherwise. You see, there are people who want the very best, they want the highest level of access to you, and they are willing to pay for that access. And if you don’t have the package, they simply won’t be able to buy it.

So what will a $10k (or more) package contain?

Let’s do some thinking. Imagine that you were to offer all of you – everything you could offer to your clients – for one year. What would that look like?

Perhaps you already have a coaching program. You put 12 months of access to the existing coaching program into the package. Let’s imagine you normally charge $200 a month for coaching. That’s makes the value of this component $2400.

Could you add unlimited email access? Perhaps that is another $2400 in value.

What about unlimited access to not only all of your existing products and teachings, but unlimited access also to anything you create in the next year. This could easily be another $1000 of value (or more).

What else could you add to add value?

Could you add a one hour consultation per month? If you charge $500 an hour for your consultation, that is another $6000 in value.

Think about this so far…we are at about $12k in value right now – and it only costs you an additional 12 hours of your time, not counting email support. But let’s face it – if someone has 12 hours of one on one time with you on the phone, they likely won’t use much of the email access.

So what else could you add in?

What about unlimited skype access when needed? (Here’s a secret…the more access you give people to things like email and skype, the less they will actually USE the one on one consulting.) This means that is skype is something that you use regularly anyway, it won’t take much of your time to just throw it in. Could this be another $1000 or more in value?

What about giving them your private cell phone or home number? I know from experience that if someone pays you $10,000, they will not abuse that service. In fact, out of dozens of high ticket clients myself, only one that I can remember has ever called my cell phone without a prior appointment, and that was only once or twice. Could this have a huge level of perceived value, and yet be something hardly anyone ever uses? Could be value this fairly at another $1000 or more?

What if you also gave them mastermind access to all your other coaching clients? Another $1000?

This should bring us to about $15k or more…and these are conservative numbers. How much more could you add?

And if several people enrolled and paid you $10k each, you wouldn’t really mind talking on skype a few times a week and taking a phone call from time to time, right?

I highly encourage you to create a high ticket package immediately. Write the sales letter immediately and prominently post it on your site. You might find that sales go up almost immediately, and you might even get a buyer enquire about your new program!

Increase traffic from high quality sources

One of the areas of building an online business that people obsess about is getting traffic. But I have found over the course of the last 5 years that traffic is the thing I do the least of. I spend less time on traffic than the other 2 core areas of my business.

So before I get into traffic, and give you more details about my stance on this, I’ll define the other 2 core areas – products to sell, and communication and trust building.

I normally teach 3 pillars of internet marketing success – traffic, relationship, and products.

Of course, products could include coaching or services. And relationships include email, telephone, skype, whatever way you communicate to build trust.

Think about this….there isn’t really anything else you need to do long term. Everything you should do falls under one of these 3 pillars. Of course, choosing a niche and learning about your area of expertise are outside of that…but that is one of the very first things you do, and unless you are redesigning your business – something you shouldn’t be doing every month – you don’t do those 2 things on a regular basis.

On a regular basis, you should do 3 things: drive traffic (find prospects), build a relationship with those prospects (for example, through the emails you write), and sell your products, coaching and/or services. That’s it.

Some people tell me that once I break it down and make it this simple, they have a lot of newfound clarity in their business. Because each day you should only be working on 3 things – traffic, relationship, or product creation. And think about it – relationship takes about 30 minutes a day – write one email, put it in your autoresponder, answer any emails that come in each day (that should take no longer than 20 minutes a day if you do it in one sitting each day, and are doing less than $10k per month in business). If you are doing more than $10k in business, consider hiring someone to screen and/or answer your emails for you. And product creation should take no more than 2 hours a day. And at 2 hours a day – you could create a new 10 hour training every week.

So that leaves traffic. And traffic is what people spend far too much stress on, in my opinion. They buy traffic training courses to find out how to buy the latest form of fad traffic. They try out the traffic and find that it doesn’t convert as well as they would like. Or they start buying traffic before they have an email campaign and products to sell in place. The problem is that people prioritize traffic over everything else, when traffic is just one small piece of the puzzle. I remember when I first started learning these kinds of things online, I learned from Ed Forteau that traffic isn’t the issue. Which would you rather do – find a way to get 100,000 visits a month and eke out $2000 a month – or do 100 visits a day and do $300 on those visits each day (that’s $9k per month on 100 visits a day)

I would much prefer to get a smaller amount of traffic and make more money on it. And that has been my belief since the very beginning. I use high quality traffic – in my case article marketing – but I’ll address that in a sec – and use high quality communication – emails that really connect with people because I write them with one person in mind instead of a group – and I give them what they want, whether it is coaching or products.

And because I use a small amount of traffic to get big results, it’s really easy to keep track of results, it’s really easy to get to know people – and they spend a lot more with me than if I just sold a whole bunch of stuff but didn’t get to know them. Sure, I have to answer a few emails a day – but I am still working. I’m not in this (yet) to just lay on the beach all day while my business operates on it’s own. I’ll never accomplish all my life goals that way. So if I am going to work anyway, why not answer a few emails and build trust and relationships in the process?

So that’s the backend – writing a personal email everyday and creating products that are serious, that overdeliver, that really teach people what they want to know. When I create a product about something, I create a standard of what I want to teach. I don’t worry about what others are teaching on the topic. I just teach what I know. And I regularly get emails and comments about how deep I teach. Really push to over deliver, and you will be amazed at how many times people come back to keep buying from you, over and over again. Many of my sales, each time I launch a new product, are from people who have bought from me repeatedly in the past, because they know how I deliver, and they want more. Couldn’t you do that?

So I know this makes the backend sound really easy – but I really think it should be. It is for me. I write an email each day (on average) that connects with people (well, I’m sure a few fall short!) and I create products based on what people tell me they need.

So now onto traffic:

Because of the fact that was is going on on the backend is solid – focusing on developing relationships and creating conversions – I can focus on really high quality traffic, even though it costs more.

You see, if you are buying traffic at $1 a visitor from a low quality source, you really have to focus on volume, and frankly I think it’s harder to focus on building a strong backend. But when you start with articles like I did, you are investing time not money, so getting an immediate return isn’t as important. And if you focus on long term returns instead of just a quick sale, I believe your long term revenue is much higher. I mean think about this, if you had a choice to get $10 in revenue per subscriber, and get paid all the first month – and never make any more money – or make $3 a month per subscriber for 10 months or more, which would you take? I think a lot of people would take the quick $10 – and if they are paying for traffic right up front, they might need to do that. But I would rather take in $30 or more per sub – even if I have to wait longer for it.

And that’s the way it is with articles. You don’t get all the traffic the first day. It takes months to get most of the traffic from an article. In fact, I still get traffic now from articles I wrote 5 years ago. So it just keeps on producing. But it doesn’t break even the first month, so a lot of people steer clear of it.

So…let’s talk about an ideal strategy for today’s market. I am currently shifting mentally from a strategy of article marketing to a strategy of content marketing. Article marketing is a subset of content marketing. Content marketing includes all forms of content, for example, blog marketing, forum marketing, youtube videos, facebook posts, in addition to article marketing. And the main reason I have used article marketing all these years is that it is the easiest to do fast, and it’s really easy to outsource assembly line style. But I think there is a limit to the results from just doing article marketing. I find that if I submit more than 20 articles per day, my margin results per article begin to decline. So to grow to really big levels, you need more than just articles.

That is where blogs and additional websites come in. Instead of just submitting to the article directories, find a few blogs where you can be a guest blogger. Find a few sites that need content writers (and will allow you to use your own byline and link). Find forums that have people in them that need help. Record a few videos and put them on youtube. In fact, if I were to craft an ideal content marketing strategy, I might recommend daily:

3 articles written for your blog
1 article for a guest blog
1 article for a content driven website
3 articles submitted to ezinearticles
1 article to another place, maybe hub pages
spend 10 minutes answering 3 questions from forum users
record one video for youtube

All of this can be easily outsourced for about $20 a day, or you can do it yourself in about 3 hours a day.

And when you submit each piece, just put a link back to one other piece of your content. No elaborate linking strategy. Just one link to another piece of your content, and one link to your squeeze page.

What kind of results could you get if you did the above schedule 20 days a month?

Increase credibility through writing books and articles

There is an added benefit of producing content like books an articles that goes over and above the direct traffic that is gained from them, and that is the additional credibility that occurs as a result of the published content. This added credibility may not manifest itself as additional traffic, although often it does, and many times through very difficult to track circuitous methods. For example, sometimes you will be referred by someone, but instead of them sending you an email with the referral, your name will be given to the referral, and the referral will simply google you. You will get business as a combined result of your credibility and your presence in google, but you won’t see it for what it is. You may never know where that traffic came from.

Often where you get the biggest bump is in additional sales per person. Meaning that if someone sees that you have multiple articles or books published, their trust level for you might be higher sooner, so they may purchase more from you without taking as long to build trust. For example, let’s imagine a new prospect is thinking about coaching with you. They have 2 possible tracks…purchase an initial product to see if you are who you say you are, then invest in coaching down the road, or they can see that you have 2000 published articles and 3 books, and decide that that is proof enough of your ability, and instead of waiting to enroll in coaching, they enroll now. I believe this type of thing happens often, but this is very difficult to quantify. In fact, it is almost impossible to quantify if sales go up because someone has seen how prolific you are.

Keep in mind, there are many ways you can get articles and content written, and it doesn’t always have to be you writing. For example, although I am a big fan of writing for 2 hours a day (about 5000 words a day), you can also record your thoughts on a topic and have it transcribed. For example, you can record for an hour a day and have that transcribed. I find that an hour of talk equals between 6,000 and 10,000 words. Editted down, this often may be the same 5000 words you might write in 2 hours. This can easily become 10 articles. And 10 articles a day for 200 days in the year is 2000 articles. How many of your competitors have 2000 articles online?

Or you can dictate a book. 5,000 words a day – about an hour a day – is 100,000 words in a month – which is about a 400 page book. You could literally write a book a month using this method. Sure, it will need some editting – but everything can be outsourced except for the actual content creation (the recording).

Of course, in addition to the book a month – you could spin that content into 200 articles each month as well. So for 20 hours of recording, plus outsourcing transcription and editting, you get 200 articles and a 400 page book. Even if the book was editted down to 200 pages, you still get 200 articles and a 200 page book each and every month. Of course, the recordings could be used for home study course or coaching lessons, but that’s another topic all together!

Outsource all tasks that do not require your involvement

This is huge. When you focus only on doing the tasks that you cannot outsource without degrading the experience for the user, or changing the nature of your business, you are able to be much more productive.

There are several ways to think about this. One way that some coaches recommend thinking about this is to determine what your time is worth. For example, let’s imagine that you work 40 hours a week and earn $2000 a week from your content sales. In that case, you are worth $50 a hour. So any task that you can outsource for less than $50 an hour should be outsourced, freeing you to spend more time on productive tasks. Likely at least 20 hours of your 40 hours could be outsourced to someone who will work for $5 – $10 an hour. Even assuming $10 an hour, that is an expense of $200 a week. But imagine that now you can double the things you do that create revenue, like product creation or sales letter writing, and instead of $2000 a week, you can double that to $4000 a week. Less the $200 in outsourcing, you have increased your income from $2000 a week to $3800 a week, which moves you from $50 an hour to almost $100 an hour. Of course, now you can release all tasks that you can outsource for less than $100 an hour, buying you even more time to focus on the important tasks.

Another way to think about this is that you only make money when you do productive tasks. So for example, you make money when someone coaches with you or buys your products. That is about the only activity that you do that directly impacts your bottom line. Personally answering emails usually doesn’t impact the bottom line, as long as they are answered by someone. You physically submitting articles doesn’t increase the bottom line, as long as someone does it. You editing your content doesn’t increase the bottom line. And the more things that you can have someone else do, the more free time you have to work on productive things. And because you aren’t spending your time doing monotonous repetitive tasks, your mind is likely to also be more creative when you are working, making your working time that much more productive.

Increase subscriber bonds through email

This is one place where I really made a difference in my bottom line. One of the things you might say that I am known for is generating more revenue per person who comes to my site. You see, in my opinion, it is far easier to get someone to spend 2 times as much as it is to get 2 times as many people to come to your site. And the more deeply you are able to bond with someone and meet their needs in the context of a genuine relationship, the more they are likely to ultimately invest with you.

There are a couple of really easy ways to increase subscriber bonds and trust through emails.

1) Write content emails. These are genuine emails that teach someone something. There should be no sales pitch in these emails to get the full effect (although you could put a non-aggressive link in your signature). And when you write this kind of email, I feel you get much better results by teaching something deep that others don’t normally teach except in paid training than to just give a list of “5 tips”. Don’t worry about giving away too much information. The more information you give, when it is metered slowly over time through short emails, the more people tend to buy from you in the long run (as long as you have at least a few options and a coaching program).

2) Write emails that ask a question and then when the subscriber answers your question, write them back. Many times that will be the start of a correspondence that ends with a coaching client. One thing I do that works really well is to answer a few of their questions. They then tend to ask more questions. Then I tell them that I can help them with that, but that it will take more than a few emails, that it sounds like what they really need is to be in coaching with me. The people who are serious will ask about your coaching, so you send them your coaching sales letter or sales audio or video, or invite them to a phone call where you can talk about their needs and enroll them in coaching. I’ve even signed up new clients directly from email, by telling them about my coaching in the email exchange! It is time consuming, so I prefer to send them a sales letter or a recording of a teleseminar where I sold my coaching.

Increase sales page conversion rate

This one really is a no-brainer, but it is easier to overlook. In fact, in the past, I’ve been known to just write a new sales letter or launch a new product instead of tweaking an old sales letter, because I can get more sales right away. But long run, you are far better off to work on the long term conversion rate.

I recommend using some kind of sales conversion rate tracking software. I currently use google website optimizer. It’s a great simple solution that gives good information, and it’s really easy to set up.

The key is to test several variables, then once you have meaningful information, make the relevant changes to the sales page, then add additional variables to test.

Some of the key things to test are:

the headline

the opening paragraph

the offer (the more aggressive you are with what you give away, normally the more you sell)

the price – sometimes a higher price will convert at a higher rate. This may be because the higher the price, the more the perceived value.

the guarantee

the P.S.

Seriously, most sales letters can get 2 – 10 times the returns after aggressive split testing. 10 times makes a huge difference to the bottom line, even 2 times makes a big difference.

For example, imagine you have a $100 product that gets a .5% conversion rate and you have 1000 visitors a month. Right now you are selling 5 copies a month for $500.

But if you double the conversion rate to 1% and find that you can get 1% at $200 instead of $100, you will sell 10 at $200 each month.

That quadruples your revenue to $2000 from $500.

And usually you can do better than that – often doubling or more from there.

Add an upsell path to every transaction

This one is controversial and isn’t always beneficial. If you are making one sale and you don’t have much of a long term backend in place, then it can make a huge difference. For example, if you do 50 sales a month at $100, and you add a $300 upsell that converts at 20% to buyers, then you would do an additional 10 sales at $300 – a $3000 per month increase.

However, don’t just blindly do upsells (or anything else) just because I or anyone else does it, or recommends it.

In my case, I often don’t do upsells for a couple of different reasons. Because I have such a strong backend, and because many times as much as 20-30% of the people who buy from me will enroll in coaching or something else higher ticket within 30 days of buying from me, I would rather wait for someone to become a coaching client than to do an immediate one time upsell. The increase in immediate revenue may not be as much as the long term revenue from repeat long term sales. And let’s face it – upsells can tend to decrease credibility. People just don’t always like to be asked to make another purchase right away, they want their download. Again, if you only have a few products, then you probably want that extra sale anyway. But in my case, a person could literally buy something every month for 24 months, so I would rather super-satisfy every buyer so they will just keep buying long into the future.

Create an affiliate program for additional sales

This isn’t something I do much of, but for many people it is their only, or nearly their only, source of traffic. In my case, because I have such an aggressive content network, it’s not as imperative for me that I get the affiliate sales. For me, I’d personally rather build out my content network than spend time asking people to promote for me.

Having said that, for many people it’s a strong source of traffic and revenue. So if you have your own products, seriously consider affiliatizing some of them, especially the lower ticket ones. One strategy is to use affiliate programs to sell the lower ticket products, then once someone becomes a subscriber or a buyer, then you can focus on selling higher ticket.

Create automated buyer relationship nurturing campaigns

This really goes back to the idea of writing emails to build trust, but I want to really stress the concept of using automation. This is one of the areas on my own business where I have really been hypocritical. For years I have taught clients quite successfully to put all their emails in an automated followup campaign, while personally just writing a new email each day. And as frustrating as it was to have to write a new email each day in order to make money, I did it because I hadn’t put the automation in place.

So I am in the process of totally rectifying this – about 60 emails have been written for a new automated campaign in my own business.

Here’s how to do it: each day, instead of writing an email and sending it as a broadcast, just put it into your followup campaign. After a year, you will have a years worth of content (or more, if you schedule emails a day or more apart) and a new subscriber would be able to come onto your list and get emails for an entire year before you had to write another email to go to that subscriber. This frees you to spend more time on driving traffic, and creating profitable backend products, upsells, and coaching programs and classes.

Test everything for incremental improvement

This is another area where I don’t fully practice what I preach. But the truth of the matter is, the more you test, the more money you will make. I heard a saying one time, not sure who said it, but it goes something like this: “Only 50% of my advertising works, I just don’t know which part”.

When I first started my business, I started with about 25 different traffic sources, and tested each one for the number of subscribers I got per dollar or hour I put into that traffic source. And out of 25, I found one source that was highly profitable for me. But if I had continued to use all the sources without knowing which one was driving profits, there is a good chance I wouldn’t even be in business today. Because I would have likely ended up spending as much on advertising as I was taking in on sales, only because I was paying for advertising and traffic that wasn’t working. Once you find out what is working, then it is easy to ramp up and get more of the traffic that does work, and really leverage profits and sales.

So how do you test and track?
There are a number of ways you can do it.

One of the easiest ways is to set up google analytics with goals. Once it is set up, it will tell you which pages or traffic sources are driving your conversions.

Or you can use tracking in your autoresponder service, simply by tagging each lead with the traffic source that drove that lead to your website in the first place. Then when sales occur, you simply attribute that traffic source with the revenue, and over time you will be able to see which traffic sources are making you money and which are not.

By the way, although tracking the number of subscribers is the easiest way to get an initial estimate of how traffic is performing when you start with a new traffic source, the long term number you are looking for is the sales per dollar spent on a traffic source.

The reason for this is that one traffic source may get you 10 times the subscribers but only twice the sales, another source may get you only 2 times the number of subscribers, but generate 10 times the sales. Which traffic source is better? Why, of course the traffic source that yields more sales. Of course, there may be other issues at play, for example with a new traffic source you may need to tweak the conversion campaign itself, and that may increase sales. But it is important to remember that just measuring new subscribers is not sufficient for understanding the long term profit impact.

Target the portion of your market that has the highest profit potential

For example, you might find that some parts of your list will buy a lot of low ticket items, but rarely converts to higher ticket purchases, while other portions of your list will buy at much higher prices, but don’t need to be approached as often. Again, it is important to focus on long term profit rather than just seeing the number of buyers. I will take one $1000 buyer over 5 $100 buyers anyday!

Of course, if you have a long term conversion funnel that turns 2 of those $100 buyers into $1000 buyers, then you might be better off with the lower ticket sales first.

This might be an appropriate time to make the comment that you may need 2 email campaigns for different traffic sources or for different subniches. Because 2 parts of your list may have totally different needs. And if they are getting the wrong emails for their needs, they will tend to unsubscribe and spend less than if they are in the right email campaign. Suffice it to say, understanding where your leads are coming from and what the needs are of each traffic source is critical to being able to maximize long run profit.

Your Long Term Goals

It is really easy when running your internet business to get so focused on what you are doing to do next week that you never achieve your long term goals. I find it much more productive to focus on my long term goals first, then focus on the shorter term more urgent things.

For example, once you have identified your long term goals, you could agree with yourself that you will only work on long term goals for the first half of your working day then work on short term goals and urgent things like answering emails, in the second half of the working day.

Here’s an example of the difference in productivity:

If you don’t have long term goals, or they aren’t at the forefront of your mind, you might spend 2 hours a day on email and nonessential tasks, a couple hours a day working on next week’s product launch, a couple hours writing a few emails, and a couple hours writing articles. This is hard work, sure, and you could say you had a productive day. But you could go a year doing this much work everyday and not have much to show for it at the end of the year.

But if you create a goal and work towards it, then at the end of the year, working just as much, you will not only have accomplished your daily tasks, but also your goals.

So imagine that you had a one year goal of creating 5 10 hour home study courses, 1 coaching program with 25 one hour modules, 200 emails written for your followup autoresponder campaign, and 400 articles written for your content campaign.

You divide that into months and days of work, and here is what you get:

To create a 10 hour home study course you might need 40 hours of work (10 hours of recording, 10 hours of sales letter writing, 10 hours of launch email writing, and 10 hours of buffer time), so if you do 5 per year, you could think of putting in 20 hours a month.

That’s an hour a day on product creation.

Then the coaching program recordings could probably be done in 2 hours a week – so let’s say 1/2 hour a day.

Then 200 emails – that’s one per day, about 1/2 an hour a day.

And 2 articles a day – that’s likely about 1/2 an hour a day, let’s call it an hour to be conservative.

So this gives us 3 hours of work a day – and look what we have accomplished at the end of the year. We still have time to answer emails and drive lots of traffic!

Get accountability coaching for yourself

This really relates to the last lesson. Because as easy as I made it sound to get all of that work done, and I do it myself, there are very few people who are that productive each day. Of course, if you look at successful people, you will likely find very similar production habits. But if you aren’t the kind of person for whom getting that kind of production out of yourself comes naturally, and you try doing it on your own for a month and you just aren’t getting the kind of results you want, I suggest hiring an accountability coach. I’m not even talking about getting coaching in terms of what to do – although if you need that, get it too. I am simply focusing on the accountability part.

Imagine that you were to create a work schedule like the one I outlined in the last lesson. You would be quite productive in a short period of time if you had the discipline to follow that schedule, right? And it wouldn’t be a matter of working too hard, it would instead be a matter of just doing what you say you are going to do.

But if you had someone that every day asked what you accomplished the day before (NOT your spouse) and when you didn’t do what you agreed to do, they called you on it, in a few days you would either fire them or shape up and start doing the work you agreed to do. And this doesn’t need to be a high level, high priced powerful person – just someone with the backbone to call you on it when you don’t do what you agree to do each day.

Try it.

Find an angle your competition isn’t and won’t use (concept of hidden backend)

Ok, let’s talk about this concept for a second first. How do you develop a backend that the competition doesn’t know about (or at least can’t see all the profit points in it)?

First, realize that not all profits are made on the front where the competition can easily see. Meaning that if you have 10 products but you don’t expose people to the backend products – or at least not all of them – until someone has bought something – then unless your competition chooses to buy from you (which is money in your pocket) – they won’t know where you are really making your money.

But if you put all your products on a products page and just advertise that page, then your competition can easily copy everything you do.

By the way, before I go any further, your competition could probably copy everything you do but if they don’t duplicate YOU then likely they can’t make it convert anyway. So I’m not a big proponent of hiding things. But I can tell you this, I have some money makers that people don’t even realize. Sometimes my competition will write me a letter telling me that a sales page could really be improved by adding this or that, and I just don’t care to tell them what that page converts at. Let them continue to think I’m a real schmuck who can’t write good copy. What is the definition of good copy? Copy that uses tried and tested persuasive language from the “Handbook of Persuasive Phrases” or copy that when my subscribers read it they click the buy button?

Another thing you can do is allow sales pages to run that don’t convert especially well. Let them be decoys. Raise the price on your worst performing products and allow those pages to be used as price decoys. Meaning that people assume that because you are advertising it, people are buying that product at that price – so when you offer them something similar at half the price it appears to be a great value. But it also throws your competition off, because if they know you are successful, and you are promoting a page or product, they also assume that that product or page is also successful. Only you know which of your pages make you money.

All of this together makes it very difficult for someone to rip you off or copy from you. Because as long as they don’t know which part is making you money, they will likely never make it profitable to copy you.

Increase prices

This is huge. You must split test prices. I saw Ryan Deiss do a test one time with $97 versus 2 payments of $97 and he made more money with the 2 payments. I did a similar split test once and out of 19 sales, 9 were for $97 and 10 were for 2 payments of $97. What???? That’s what I said. You don’t know until you test.

I had a sales page once that used to outperform almost double, I think (this was several years ago, so the exact number is fuzzy for me) at $127 instead of $77 or $97!!!!

But it flopped at $197. So sometimes it varies based on the product. You see, a lot of it has to do with perceived value. If you have something that is priced too low for what you claim to be giving them, they feel like you are giving them a cheap substitute – so they don’t buy. Raise the price to a reasonable level, and they buy because their confidence that they are going to get a good value goes up. It’s the Rolex effect. People associate Rolex with a high price (as well they should). So if they see a Rolex on the street for $25, they know it’s a knockoff. But if it’s $5000 (even though it should be $25k, they might be able to talk themselves into believing it is real). Same concept going on here.

Provide a complementary service

This is where I really see people making real money. Selling a complementary service. This means a service that does what your product teaches someone to do. For example, let’s say you sell a product for $500 that teaches someone to do something. But once they study the product, they realize that it is really hard work to do whatever. So if you create a $500 a month service that does it for them, it can be a really good seller (of course these prices are imagined, they could be anything). Because you have a pre-screened prospect list. They care enough to invest $500 – but then it is too much work to follow through. Obviously it is important, or they wouldn’t have invested in the first place.

I see this a lot in the seo niche. You can sell a $97 ebook to teach someone how to do SEO, or do it for them for $197 a month. You pay someone $40 to do all the work each month, you pocket the $157. Do this with multiple customers. Think about other niches that do this well. Think of the dating niche. For $20 a month you can get matching on some website. Or for $1000 a month you can get a real person to set up real dates. Same thing. What about writing articles? Sell an ebook for $97 teaching how to do it, 97% of the people who buy don’t want to do the work – but some would pay $197 a month for 10 articles written just for them. Cost you $50 a month, you pocket $147. I could go on and on. What could you do for someone in your niche?

Find out what your customers really want

This is a big one for me. In fact, it’s how I have built my business. From the very beginning. Almost every single product I’ve ever created (and likely ever profitable one, although I don’t have stats on this) was created because people told me they needed it.

Not because I thought the market needed it. And sometimes it was something that the market already had a lot of. But if the market has it and doesn’t like what’s out there, or it is a market where people buy the same thing over and over again, then if your subscribers tell you they need it, likely it will sell. Let’s take 2 real -world examples. Diet books. A new one comes out each month, right? And some people buy a new diet book each month. Or what about motivation – like think and grow rich types of things. It seems a new one of those comes out each month. My guess is that I read at least one new motivational book each month. Maybe you do too. So even though there are hundreds out there already, you can still write one more. What about your niche? Could you do that?

So how do you find out what your subscribers want?

Ask them. But don’t ask them directly, meaning don’t ask “what do you want”? Because it doesn’t work. They invariably tell you what they think they want, or what they think others want (because they are trying to help you out).

But if you ask them what their challenges are, they will tell you…what their challenges are. And their challenges are their problems. And they will pay for solutions to their challenges. And if you create exactly what they ask for..not what you heard them ask for..but what they ask for…they will buy it.

So if they tell you that their challenge is that they are often tempted to eat late at night, that’s why they can’t lose weight on all their diets – don’t write a book about dieting, write one about avoiding the temptation of eating late at night.

Add direct mail

Ok, I’ll admit it. I haven’t done a lot of direct mail. But the few mailings I’ve done generated thousands in business. Here’s the thing…when you get a lead in your email account, and you only market via email – you aren’t getting all the value out of that lead. Some people pay good money for direct mail leads. You already have them. A percentage of your email list will give you their physical address if you ask for it. Write a 10 page guide, print it on paper and offer to send it to them via snail mail if they give you their address. You will get a decent percentage of addresses. Costs you maybe a dollar a piece to mail them. But you can mail a sales offer every month for a year or more. Worth it? Try it. In fact, if you put a sales piece in with the physical report, you will likely break even or better on the mailing itself.

You can also telephone people, text them, etc. I don’t use mass text because I hate getting texts, I don’t want to do something to others that I wouldn’t want done to me. But the telephone…if they give you their number and you call them like this:

Hi, John, just saw you purchased my xyz course and wanted to make sure you got it okay. How are the lessons coming along? Anything I can help with? Well if you get stuck on anything, drop me a line.

Here’s the thing – a percentage of them should ask about coaching, or about a product they haven’t bought yet. And many will buy in the near future. Of course you can be more aggressive than that – but I want this to be a starting point for you, give you something to think about.

Because the truth of the matter is, you have the leads. You just have to ask for their phone number or their address. Doesn’t cost you anything. If other people can make money buying leads and then selling to them, can’t you make money by using the leads you already have? Of course.

Add teleseminars

This is huge, and I’m not just talking about trying to make big ticket sales on these calls. Sure, I usually make between $50 and $100 per person who shows up on my calls, and sometimes more. So if 100 people show up, that call is usually worth $5000 to $10,000 to me. And if you want to get good at it, get Russell Brunson Five Figure training – or get Michael Cage’s Teleseminar training. They are worth their weight in gold.

But I am just talking about using it as an engagement device. I am going to make a big statement here – I believe if you start doing one free telecall each week, even if you don’t sell anything on the call, as long as you have products in your email campaign, your sales will go up. What happens is that people listen to your call, like your content, and want more. Even if you don’t pitch something on the call, some people will go hunting online and in your emails for your products to buy.

Another way I use to do them was to hold a series of free calls, for example 10 in a row. Each call was free, but there was no free recording. The only way to get the recording would be to buy the recordings to all the trainings for, say $97. A lot of people have bought from me like that! Or you can give away the free recording each time, but to get all the recordings, so they don’t miss anything, they have to buy. And as long as you don’t give a lot of notice for these free calls (you aren’t obligated, right, they are free, right?) then you will get a lot of people who miss them and want the recording. Another way to increase sales is to refer on each call to what you taught the prior week. Let them know that they missed x and the only way to get it is to buy the series. The end result is that people are literally paying you to create your free teleseminars!

27) Filter your customers and know with whom you don’t want to work

Do you have a few customers that are always asking questions but never buy much or gripe about the price? Your blood pressure goes up when you see their return email address?

I take those customers or subscribers off my list. I would rather save my blood pressure and time for clients who really care. If someone gripes about my prices, that is usually reason enough to take them off my list. They can go buy from someone cheaper. Course they will probably find something to gripe about there as well.

It’s just not worth my time.

Psychology of Internet Marketing

This is a deep topic, but I think it is worth visiting. Think about this, who buys repeatedly? Let’s look at weight loss. Who buys a new weight loss book each month? The person who successfully has lost weight, or the person who struggles? Who buys a new book each month on driving traffic? The person who is successful (of course in this case they do too), but for sure the person who is not successful, right? What about copywriting or real estate, or anything else?

The people who are buying are the ones who are unsuccessful. So you can’t get too upset when people don’t implement what you teach. Because people who don’t do the work, don’t succeed. So they come back and buy more. Now, in my case, I like to really focus on the people who do succeed, because I know that if they succeed, they will for sure buy more – and at a higher price. But I don’t write off the serial purchasers. It used to really irritate me for someone to buy my product and not do what it said. Now I realize that that is just the way it is. And if you treat those repeat buyers with respect they will continue to buy. Now, they won’t usually buy into your coaching programs – only more serious people will buy into your coaching programs. So just recognize that there are at least 2 types of people on your list – serious people who will buy a few products then get into coaching and stay there. Then others will buy a new product almost every time you release one. Accept them.

Price Anchor for Highest Sales

This is something that really changed my world when I learned this. Always have a bigger product. I learned this from Yanik Silver. He taught that you should always have one big product, even if no one ever bought it. A kitchen sink type product. Unlimited coaching, everything you have, time with you – $25k – $50k. If just one person buys it was worth the time to write the sales letter. If no one buys, it is worth it in increased sales of lower ticket products.

Here’s the thing, if you have a $25k package, whether anyone buys it or not, you have created a perceived value in the minds of your subscribers that you are worth $25k to someone. And if you are worth $25k to someone, even if they aren’t willing (or can’t) invest that with you, it still raises your perceived value. And that lowers resistance when they see a sales letter for something from you for $500. Which would you rather buy? A $500 product from someone who has a $100 product and a $500 product, or a $500 product from someone that has as $500 product and a $25k product?

Next step: put together a $25k package. Write a sales letter for it. Put it somewhere your subscribers will see it at least once a month.

Learn to sell the dream

People are probably buying your product because they have a dream, not because they really want your product. I mean, seriously, who wants another box of CDs? I don’t. I already have many CDs I have never, and will likely never, listen to. You probably do too. So do your clients.

When someone buys a weight loss book, are they buying a book? They already have 10 on their shelf (I probably have 20). Why do they need another one? Do they really want to go on another diet? I know I don’t. But….we all want to look better. Feel better. And so on. We buy the book for the result. Not the process. In fact, even more accurate, we buy the book for how good the result is going to make us feel.

Frankly, I don’t really care what my number on the scale is. Except I know that if it is lower, I’ll likely live longer. And feel better while I’m here. What do I really want? It’s not the weight loss – it’s the longevity and the energy.

So I am buying longevity and energy, not weight loss.

What about your clients?

What are they really buying?

It’s not the CD. And it’s probably not the process. And it’s probably not even the result. They are buying the feeling the result brings. Sell the feeling.

Learn to close based on value not time

This was a really big one for me to learn. Because if you sell yourself by the hour you are limited by the number of working hours you can work. And let’s face it – if you are coaching – you probably can’t coach for more than 15 – 20 hours per week. Because you would burn out. So you are limited by how much you charge per hour times the number of hours you can work per week. And the more you charge per hour the harder it is to get clients. So there is a limit.

But if you price based on value – what someone gets – as long as you can scale up delivering it so that you can deliver to basically a limitless number of people – then the sky is your limit for revenue.

Let’s imagine that you charge $100 an hour for your services. So your max is about $2000 a week. Maybe you can double to charging $200 an hour and keep a full schedule. So that’s $4000 a week.

That’s all you can really make, within reason.

But what are you really worth to someone? Back to the last lesson – they aren’t buying your time for $200 an hour, they really are buying the result they get with you in an hour. Which means that if they could get the same result in 15 minutes, they would likely pay the same thing for the result. The key is the result, not the time.

So if you can figure a way to get people the same results in less time per delivered hour (on your part), you can make more money. Meaning that if you can get the same result in one hour with 10 people at one time, you can charge for the result – $200 but instead of just one person with results – you have 10. So you make $2000. What if you could get 100 people to get the same result? So what if it took you an extra hour because you had 100 people? What about 1000 people at the same time?

Isn’t this the same as when you pay $100 to go see someone in person even if you can’t even shake their hand? You would have to pay $20k to get them to spend a day with you – but for $100 you can see them – and get the same information, just not the handshake – and it saves you $19,900 and if they have 1000 people there they make $100k instead of $20k. They win and you win.

How can you do the same in your business?

How can you do something similar in your business?

36) Sell based on trust not persuasion and hype

30) Tell a story

31) Move them down an emotion trust-path

37) Specialize

38) Be different – sell the difference

27) Add video sales letters

28) Partner with non-competing training providers for additional revenue streams