Information Marketing Online and Offline: 6 Things You Need to Keep In Mind
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If you sell info products of any kind, chances are that the bulk of your revenue is generated online. It’s easier and you don’t have to have ANY customer contact. For many people, this is a big reason why they got into the information marketing business. Minimal hassle.
Following my philosophy of creating a LOT of different products at a LOT of different price points, this works MOST of the time.
However, as soon as you get to a certain price point, OFFLINE contact, usually a phone call, is needed to close a sale. The price at which you have to use a phone call to close the sale varies based on a variety of factors.
Some of those factors include:
1. Your Reputation
2. The Niche You Operate In
3. Your Guarantee
4. The Complexity of Your Offer
5. The Quality and Quantity of Testimonials on Your Site
6. Relationship with Your Potential Buyer
With a stellar reputation, your price point where a call is demanded will be higher. Fairly obvious, but it begs the question: How do YOU improve your online reputation?
Online reputation has to do with 2 primary items: length of time you’ve been online and the number of people who have nasty things to say about you. The longer you’ve been around and the fewer the number of people who DISS you, the better your reputation will be.
You can’t artificially increase the amount of time you’ve been selling online. Some will try, but it’s tough to “beat the system” in that area. And as far as getting fewer people to say nasty stuff about you, sell GREAT products and provide customers who buy them with speedy and friendly response.
A better reputation will bump the price point demanding a phone call HIGHER.
Different niches have different characteristics. Some niches are full of opportunists and the people who buy in these niches KNOW that fact. If YOU are in a niche like that, be prepared to have direct contact (phone conversations) with people at a much LOWER price point.
What about the guarantee that you offer? Here the answer might surprise you. Just because you offer a STELLAR guarantee, it probably won’t lower the price at which you’ll have to make a phone call to close a sale. The guarantee WILL make it so that you’ll be MORE people inquiring. Everything else being equal.
What guarantee is best? One that is reasonable. People will want sufficient time to evaluate a product or service. If they feel that you aren’t giving them enough time to do an honest evaluation, then they won’t bite. How long? I know you don’t want to hear this answer but: IT DEPENDS! Depends on what? It depends on what you’re offering and how long it is going to take to give what you’re offering a SOLID TRY.
Only YOU can answer this question. The best way to do it is to see what you’re competitors are offering and make sure that your guarantee is at LEAST the SAME or a bit better.
Is YOUR offer easy and simple to understand? Then, the price point at which you’ll need to call people will be higher. So, by all means try and make your offer EASY and SIMPLE to understand. Mo’ simple, Mo betta! (Jamaican accent please).
I try and spend a good deal of my time asking myself if a 5th grader could figure out what I was trying to sell. I suggest you do the same.
If you’ve got a LOT of testimonials and they are good ones, you’ll probably get to bump your number up a bit higher before necessitating a call. Video works best. More works better than fewer.
Lastly, your relationship with those who visit the site is critical. People who find you through a Google search will need a phone call sooner than people who have been on your list for the last 5 years and love everything you do.
I’ve had products and services that needed a phone call at the $500. I also have sites like Fred Info Bootcamp where I get people who are willing to fork over $3,000 without even having met me. Granted, some of those folks may have been on my list, but, some were straight from a Google search!
No matter who you are and what you sell, there is a price point at which you’ll need to close a sale with a phone call. What does that mean to you? You better be prepared to make those calls and make them effectively. How do you do that? That’s a subject for a different day.