There is a lot more money to be made after the first sale.
The first sale, commonly referred to as the “front end” should be just the beginning of a profitable marketing system. The majority of the money is made on the “back end”. This is because once the initial hurdle of obtaining the trust of your customer has been managed, the buying momentum is primed.
Most people have a healthy distrust for folks trying to sell them something. Deservingly so. There are scammers everywhere and most of us have been rooked one time or another. It is a relief when we find someone we can give our money to that we feel we can trust. Because of that we tend to give the same people our money over and over again. This is good news.
This is the big reason why you will make more off your back end products than on the front end sale.
The front end needs to be structured to make the buying decision easy. This means the front end needs to be a less expensive product, or smaller commitment term. Overall entry onto your buyer customer list should be one of low resistance.
Entice your new customer with something easy to say “yes” to. After they have committed to giving you money for the small thing you can then go to work on selling them the big thing. Or at least, another thing. Once they know you and have already given you their money and trust, they will continue to buy from you.
Front End Marketing for New Customers
The front end marketing to new prospects needs to be a very targeted and low barrier entry. Make it easy for people to be your customer. If you try and sell strangers a Big Promise, you are pushing a rope and spending way more money than you need to.
Offer something your target market will likely take a chance on. Be super specific and super helpful in some way. Then, make sure you deliver EXACTLY what you promised to deliver. Only after that should you hone in on selling them more.
Low priced front-end offers still need to be a good quality and solve some basic problem they have. The trust is earned when you deliver exactly what you said you would. Give them what you promised that has good value and you will be positioned to ask them to buy more stuff. Screw this up any time and you will lose your customer. Trust is hard to come by and easy to lose.
Flexibility in a Fluid Marketplace
Trends come and go and the world is dynamic. It is a fact that people move away, get new hobbies, marry new hubbies, and change employment. Interests and influences on your customer will change so that what they will spend their money on also changes. This directly affects how you can deliver your message over time.
Other ongoing changes that will affect your business include new government regulations, changes in technology, and fluctuation in pricing. The info-marketing tactic that worked perfectly today may not work tomorrow. The online platforms are changing daily.
Fortunately there is tried and true marketing that will weather any storm. The important factor here is to be in an easy place to find when your distracted audience finally gets back into a position of being a prospect again. This is why you need to be “there” when they come looking for you. Your customer doesn’t buy from you when you want to sell, they buy when they are ready to buy. It is up to you to be in the right place.
When a person goes looking for a particular solution or product, most often are prepared to buy something. However, usually a consumer does not purchase from the first place they look. People like to think they have a level of sophistication. They research. They look for reviews, investigate other shops, and then finally land on the spot where they make their purchase. It is up to you to make sure you and your message are in as many places as possible so there is a better chance they will buy from you.
The more often they see you the more familiar they will be with you. When they are ready, you are the one they will be familiar with. If they like you and your message, your chances are better they will buy from you.
The way people shop is a good reason to collect leads. When people first develop an interest in your information product they might not have the money to make the purchase. They may not have the time to invest. They might not be aware yet that your product is their solution – until they do more of their own investigating. If you have something of interest they will trade an email for, you can followup using an email sequence. Another good idea is to install a remarketing cookie on your website so you can remarket to them while they look at your competition.
The responsibility is yours to take the necessary steps to make sure your marketing system puts your product in their awareness field when they are ready to buy.
Creating a Positive Relationship with Prospects
Developing leads and nurturing those leads to establish a relationship is what will help to create sales. This includes continuing to develop and foster the relationship you have with your buyers too. Stay relevant, be important and interesting, and be valuable to keep around. Doing this will keep you in their line of thought when they are getting ready to make their purchase.
Set up a scheduled newsletter or emails to keep in regular contact. Give them information that is valuable and useful. The entire process must be helpful for them so they will stick around. Make sure your communications meet or exceed their expectations to maintain credibility and trust.