Get Them Craving Your Products

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In order to maximize interest in your product you must get people talking about it, and get prospects craving to own your product. You have to create a MoBe before you even launch your product (I know, what the dink is a MoBe you’re thinking).

Create a MoBe (Motivational Buzz)

Tell people what is coming up in the next month or so and get them excited about it. You could do this via a newsletter, blogs, forums, video clips and a “what's coming up” section on your website. You can also create a “MoBe” through your affiliate network.

Email your JV partners and ask if they can help spread the word. Another option would be to hunt down relevant websites to see if you can negotiate a deal with them that is mutually beneficial and will help spread the news of your new product.

Get prospects to visit your site and sign up for updates. Offer them a special pre-launch deal: a freebie, bonus or money off vouchers, for example.

Have a countdown, like an auction site, that counts down the days, hours, minutes and even seconds until your product launch─ everyone loves an auction! You could auction the first 10 purchases as an incentive for people to come back to your site and try to snap-up a bargain. Or, you could offer to give away the first 10 copies. You should try anything to create a sense of urgency. How about a prize drawing? A great prize in exchange for an email address sounds like a great deal to me!

When you create a buzz, try to generate intrigue and a desire to know more about your offer. Do not give too much away, but instead, just enough to whet their appetite for more.

Buy Now!

Launching Your Product

When the day comes to launch your product, make sure everything works perfectly; i.e. your links, shopping cart, etc. If you have created the right level of buzz and anticipation in your products, you might get a stampede of visitors to your website! Make sure you are ready for high levels of traffic and that you can fulfil orders when they come flooding in!

If you get too much traffic for your server, your site could crash, so make sure in advance that your web host can handle a surge of traffic on the day. It would be a disaster to lose all those hard-won potential customers because of technical problems that could have been sorted out in advance.

It is vital that any links to your site get visitors to the right page. If people have to hunt for your new offer, they might just give up and never come back again. Make sure your landing page is perfect with persuasive copy, great graphics, and (do not forget!) the subscription box and a link to your shopping cart.

If you have an affiliate network, make sure all the buttons work and that you can track and pay your affiliates. You are bound to find bugs in the system and links that do not work, just make sure you fix them before your product goes live.

Make sure your merchant account or PayPal account is aware that you could be getting excessive activity on your launch day. If your merchant thinks that there is “unusual activity” on your account, you could be shut down while it is investigated. Disaster!

All you have to do to avoid this is contact your merchant and warn them. Try to speak to somebody in person rather than email to make absolutely sure they are prepared for a surge of activity. You should also make sure you have a variety of payment methods, do not just rely on PayPal.

Do not forget to monitor the traffic to your site using your site statistics. You can also use Alexa (www.alexa.com) to see how popular your site is. If you find that you are doing well, you can use the statistics on Alexa in your future marketing material as “proof” of how popular your business and your products are. It is also a great way to motivate your affiliates because they can use the information on their own sites to support their sales message.

Follow On

Once you have launched your product, you need to keep visitors coming back to your site and customers buying more and more products if you want your business to succeed. You cannot just rest on your laurels. You have to actively go after your customers and make them want to buy again. Like any other business, you have to actively promote it and work at it if you want it to make any money...

You have to continually add new subscribers to your list if you want your business to grow. You need to keep the Domino Effect going with frequent marketing campaigns. You should aim to regularly send out viral marketing emails to get consistent traffic coming to your site because it is inevitable that your message will reach a saturation point and the whole thing will grind to a halt.

Think of it like the ripples on a pond: the ripples will eventually dissipate as they move away from the center, just as the Domino Effect eventually subsides.  On the other hand, if you keep throwing stones in the water, new ripples will spread out and you can keep the momentum going!

What you need to do is keep your prospects interested is new products related to the subjects they are interested in.

The Marketing Funnel

It is your back-end products that will effectively build your business and bring in the bulk of your profits.

Your back-end products should be offered in a hierarchy of increasingly higher-priced products. Start off with your free or reasonably priced front-end product, then offer higher-grade, higher-priced products such as courses, seminars, or consultancy.

You must make sure your back-end products are related to your initial offer. Customers who buy your first project have demonstrated their interest in the subject and their willingness to part with their hard earned money in order to get their hands on your product. Do not lose that interest.

The trick is to entice them to buy further products at regular intervals and at higher prices. This is relatively easy once you have established a relationship of trust with your customers, and they are convinced that what you have to offer is high quality, worthwhile, and valuable to them.

If you are offering a free eBook via viral email marketing, make sure you have links within the book to further products such as higher level information, courses, software upgrades, an audio version, etc., all with further new and exciting information.

Robert G. Alan describes in his book, Multiple Streams of Income: How to Generate a Lifetime of Unlimited Wealth, describes a marketing funnel which begins with the lowest priced products and progresses through to high-priced products costing thousands.

Here is an example:

Lowest priced

Highest priced

·         Reports

·         Newsletters

·         Interviews

·         MP3 downloads

·         Software

·         Manuals

·         eBooks

·         CD-ROMs

·         DVDs

·         DVD sets

·         Seminars

·         Home study courses

·         Interactive Systems

·         Face-to-face courses

·         Workshops

·         Individual consultancy

·         Coaching

·         Mentoring

Keep ‘em Coming Back...

You could end up making very little money or even a loss on your front-end products. The trick is to build your list and keep making offers to the same people.  The idea is that once you gain a loyal customer, they will buy from you over and over again for many years, assuming you offer them quality products that they are interested in!

The foundation of your business is your relationship with your customers and every small effort you make to improve and build that relationship could have beneficial side-effects, hence the Domino Effect!  One satisfied customer will not only be inclined to buy from you again, they may recommend you to others, or at least pass on your viral marketing messages, leading to new subscribers!

Word-of-mouth has always been and remains the very best form of advertising, and while it is difficult to form relationships with faceless customers over the Internet, it is not the same as knowing the man who runs the corner shop. There is plenty you can do to forge a relationship of trust with both your prospects and your customers.

Use Your Imagination

It is all too easy to think of your customers as statistics or numbers; after all, you are never likely to meet them or even have any personal communication with them when they buy over the Internet.

Understandably, this can make building a relationship difficult.  However, if you use your imagination, you can put yourself in your customer's shoes and determine what it is they are looking for. If you were a customer of your company (or any other similar company), what would you expect of this company? What would you demand in terms of the level of service that would satisfy you?  What would make you want to buy from this company again or even recommend them to your friends, family and associates?

Think about the products you have bought in the past and how you have felt about the service you have received. What websites are on your list of favourites and why?  What is that special something that makes one company stand-out from the rest?

There is a huge amount of competition out there these days. I'm afraid to say that if you do not pay attention to delivering exceptional customer service and having a really unique angle to your offer, i.e. a solid USP, you could easily be outcompeted.  This is true for any business but especially on the internet when you do not have face-to-face contact (or even telephone contact) with your customers.  It is all too easy for people to click away and shop elsewhere.

Consult Your Customers

One way to find out exactly what your customers want is to ask them!  There are lots of ways you can do this, including:

·         Visit forums and discussion groups and see what people have to say

·         Look at the statistics and trends to find out which websites are the most popular

·         Carry out surveys of your own customers

·         Seek out business owners in a related field and ask if you can survey their customers and share the results

·         Find out what the most popular products were in the past

·         Look at what products are being bought on the internet

You might think this is a lot of effort to go to. When you consider though, that in the long run it could save you time, money, and a lot of disappointment if your target list is full of the products they are looking for, it seems well worth it.

Surveys

Surveys are a great way to generate opt-ins, and they also provide a valuable service to the people who take part in them. For example, if you had something to sell that was of interest to marketers, and you wanted to generate opt-ins, you could place your survey in relevant newsgroups, forums, discussions lists, mailing lists, related newsletters, etc.

Because they have to come to your website to fill out the survey, you should be able to take advantage of all that new traffic and generate a significant number of new opt-ins.

You might even incorporate a survey question such as "Would you like to receive a complimentary copy of our monthly newsletter? It has lots of hot-off-the-press tips for that will tell you exactly where… [Fill in the blanks]." If they answer, "Yes" to that question, you can add their name to your opt-in list!

You might also want to put together a follow-up mailing to everyone who completed your survey, letting them know a little more about your products and services.

There are online resources to help you create professional surveys. Have a look at:

www.surveygalaxy.com

www.i-replies.com

Downloadable Articles

If your site contains a lot of useful original content, one of the best ways to collect email addresses is to require that visitors to your site opt-in to your list in order to be able to download your articles.

As long as you are offering useful information, and as long as the downloadable articles contain something that they cannot get for free in the version you have posted on your site, you can expect to get heaps of sign-ups using this strategy.

Another great way to collect email addresses using your content as an opt-in magnet is to post only a portion of your articles at your site. When your visitors get to the end of the first page of your article, you could ask them to register in order to get access to the rest of it.

A Free eBook

A free eBook not only helps you build your list, it also gets your visitors familiar with you and your products or services. As long as your eBook contains useful information, your visitors will recognize that you are giving them something above and beyond what your competitors sites are offering.

Do you want to offer an eBook but do not have time to write it? Hire a freelancer! Expect to pay anywhere from about $20 to $100 per hour. Here are a few resources to help you track down a writer:

www.elance.com

www.contractedwork.com

Or just Google freelance work and you will be presented with a list of website like these two!

Putting together your own eBook is much easier than you might think. You can use software to easily create and distribute password-protected eBooks that your subscribers will refer to again and again: instantly giving you the credibility you need to turn those subscribers into customers.

This is relatively easy to do with free software such as eBook Compiler. You can download this from:

www.eBookcompiler.com

E-Courses

E-courses, rather than the usual distance learning courses, are similar to the newsletter formats, except that you are providing a lot more valuable information to your subscribers over an interval of 3, 5, 7, 14, or 30 days (depending on your choice of timeline).

Most free e-courses are presented in several issues and delivered over a period of time, usually days or at least within weeks.  The content within an e-course should include valuable tips, tricks, techniques, advice and recommendations based on your topic of expertise.

If you can, you should include recommendations and give step-by-step instructions for your readers.  You could also have a call to action at the end of each issue to direct your subscribers to the action they should take to implement your suggestions.

However long your e-course is, it should be structured and coherently separated into the respective modules you send out on particular days.  You should make sure that you have enough content to cover the whole course and that it is split up into roughly equal sections.  For example, imagine you are promoting a five day course on marketing; you should set your course up to deliver five separate sections covering aspects of marketing over daily or weekly intervals (or whatever interval you choose).  You can do this using an auto-responder service or software.

When your e-course is completed, you could give your subscribers another call to action to join up for another e-course or buy a product or service you have on offer.

Free Products

The free product strategy is when you offer your subscribers something that they can access as soon as they sign up. It offers instant gratification and can be a big selling point.  You can offer newsletters and e-courses on top of that to seal the deal, but a free product can be what prompts visitors to take that risk and sign-up.

Your free product can be almost anything.  A quick report perhaps, that provides several pages of content filled with basic tips and advice. The content could even be taken from an eBook that you are planning to sell and could form part of your whole marketing strategy. The report does not need to be elaborate or comprehensive.

As long as it provides good information and a “taste” of what is to come, a report can serve as a sales technique for a more detailed information product with a price tag.

If you have any computer programming experience, or can create software applications, you can even produce your own software product to give away.  You do not want to devote too much time to something you are going to give away for free though. Remember, your goal is to generate leads.  Make your free product a good one that will entice people to buy the real thing.

You do not necessarily have to create your own free product.  There are several ways you can take advantage of someone else's creation and give it away as your own.

One way is by outsourcing the project to writers or programmers who will make bids to take on your project.  And after the completion of your report or software, you simply pay the ghost writer or programmer and you have your own product to do whatever you want with. Again, try www.elance.com

Reproduction Rights

There is another way that is even easier and that is by using products with a licence or rights for you to use as you please.  The owners of these products will have given other people permission to give them away for free.

Whichever you choose, the bottom line is that you want to be able to give something of value to your visitors.  Again, this should be something that can be instantly accessed and consumed by your new subscribers.

Certain auto-responders offer the capability to attach files with your emails so that you can deliver your free product to your subscribers via an attachment.  However, some users do not understand how to identify, locate or download an email attachment, and others won’t download attachments from their emails because of the risk of computer viruses.

For this reason, you should offer an alternative option such as a Web optimized version of your product for the Internet. You can upload it into your server and provide a download link that your subscribers can use to download your free product into their computer.

Joint Venture Giveaways

This strategy is similar to a free product giveaway described earlier, but can bring a lot more value to your customers.  In a joint venture giveaway, rather than just give one product of your own, you would typically recruit the help of other marketers to contribute products of their own to help build their lists as well as helping to build yours.

Each joint venture partner would contribute a product of his or her own to the giveaway, and each subscribes to the marketers list.

Each joint venture partner is responsible for sending traffic to the giveaway website and sometimes, owners of these giveaway websites actually make it mandatory for each partner to provide a minimum number of visitors at certain times.  This prevents partners from simply building their own list from other people's traffic without obtaining any traffic of their own.

Some marketers who run these websites award points to venture partners depending on the amount of traffic they bring to the site.  Those who accumulate more points will be ranked higher and therefore receive more exposure to potential customers.

Whichever way you do it, building a list requires some work on your part if you intend to use the joint venture strategy. The response is that it will bring its own rewards because you are working with other marketers and benefiting from everyone's efforts.

There are two ways to become involved in a joint venture giveaway model.  The first is to become a joint venture partner, where all you do is sign-up to somebody else's project, create your profile, contribute your product and start driving traffic to the website using your affiliate link.  There are plenty of these websites available and you should find them easily via the search engines. Have a look around some websites to explore some joint venture giveaway schemes that might appeal to you.

Remember that the more traffic you drive to the website using ads like Google AdWords, the higher in ranking your product will become.  This means that as other joint venture partners begin driving traffic to the free product giveaway website, more and more people are going to see your listing, which further increases your opt-ins.

Another way to be involved in joint venture giveaways is to become the organizer.  As the organizer, you are responsible for making sure the website is functional and that all the technological elements are in place.  You will also need to recruit joint venture partners and keep them motivated.

This can be a lot of work, but as the organizer you will get the most benefit.  Every user who is interested in accessing all the free products available must register first.  This means that while all the joint venture partners are building their own list from people who are interested in their products, you, as the organizer, would be building your list from all the traffic everyone is generating to your Website.

The more joint venture partners you have, and the more traffic they are driving to your free product giveaway website, the bigger your list will be.  The potential is enormous!

Free Tele-seminars

The free tele-seminar model is an easy one to follow, especially if you would be happy to make a few weekly calls to interview people.

Basically, you schedule calls weekly or bi-monthly (or whatever frequency you choose) to interview an expert for an hour or so to extract some good content that would be valuable to your listeners.

This strategy is great for list building because many people like to listen to information rather than read it.  If you can provide good audio information on a regular basis, you can provide value for your subscribers, grow your list and build a relationship with your customers that can lead to a lot of future sales. Have a look at some of the websites that are offering tele-seminars to give you an idea of whether this is a strategy that could work for you.