- by Rory Ramsden
Yesterday we talked about how to make your new customers thrilled to see your upsell. Here are 5 ways to do just that. You see selling information online isn’t as easy as it used to be. People are close to overwhelm. They lead busy lives. They don’t have time to make mistakes … Which is where product launch marketing comes in.
A product launch is designed to cut through that sense of overwhelm and connect directly with the conversation going on inside your prospects heads by staging a series of events that boost anticipation and excitement. In the process, you will build a triangle of trust – credibility, authority and likeability – and bond with your core audience. People would far rather do business with someone they know, even at a distance, than take a chance on an unsubstantiated offer.
Being seen as the thought leader in your micro niche implies that you are more than just an expert. It implies that you can find meaning where there was none and synthesize that into a simple actionable plan that your prospects can use NOW
No-one has time to go through the learning curve themselves. They have enough on their plates as it is. They would rather pay to get reliable advice from someone they trust that will work first time.
Here are 5 things people are willing to pay the most for…
#1. Speed + Convenience – People are searching for answers and the default place to look is the expert authority in any niche. Even if they have to pay more for the solution, if it comes highly recommended, they’ll buy it to avoid wasted time and energy. That means that you have to provide proof that you are the real deal and that you have a track record of success.
#2. They don’t want to do it themselves – Adding a ‘done for you’ element to your offer will appeal to the clients you really want. They have money and they are prepared to spend more to have someone fix the problem they are facing. If you are looking for an upsell to your basic product, then this is the way to stack even more value on top of your original offer
#3. An AWESOME Experience + Status – Those that can afford it are prepared to pay for an exclusive experience. Just look at all those mega yachts bobbing about on azure blue seas in hard to get to parts of the world. Only a very few can afford it. That’s what makes the ones who can feel special. It gives them a status that sets them apart. Building an awesome experience into your offer by including FREE tickets to a 3 day closed door coaching session for the first 100 people to sign up…
#4. Innovation – Steve Jobs said ‘Innovation distinguishes between a leader and a follower’. Positioning yourself as an innovator reinforces your position as a thought leader. Your prospects will pay big bucks if you can prove that by buying your stuff they will get an advantage over their competition.
#5. Access – This is a biggie. Getting access to the ‘man’ is something people will pay big money for. It gives them the illusion of special consideration. They feel they are getting access to knowledge that no-one else is. This builds on the exclusive experience. Offering a very limited few the opportunity to join the ‘inner circle’ with direct access to you is just one such exclusive experience… use this as an upsell.
You don’t have to be a celebrity to do this, either. You just have to prove that you are a thought leader whose views and advice should be heeded and the best way to achieve this is by positioning yourself as such through your product launch.
Find out what your target prospect REALLY wants, what their ideal outcome really is, and then brainstorm these 5 points to come up with an AWESOME customer experience that will just WOW them and boost your income at the same time. Winning a customer for life by over delivering on value is what doing a product launch is all about….