Internet Marketing Made Simple – Page 18

Product Creation: Plan a Sales Funnel

One of the keys to a successful business is to always be planning ahead. So, even though this 31-day guide is all about assembling a profitable package that you create out of PLR content, you actually need to plan a sales funnel around this package. Doing so will help you determine:

How you’ll get people into your sales funnel.
How you’ll persuade these leads to make an initial purchase from you (and what sort of entry-level products you’ll sell).
What you’ll sell as a core offer.
What types of backend offers you’ll sell.
What sorts of upsells you’ll promote alongside paid offers.
What types of bonus products you’ll offer to boost sales.

…And similar issues.

Yesterday you decided where in your sales funnel you’d like to your package to appear. E.G., a $20 package would be an entry-level package, where as a $97 package could be a core offer. Now today you’re going to plan the rest of the products around this sales funnel.

TIP: One important reason to plan your sales funnel now is because you may be able to pick up a huge package of PLR content that includes other pieces to create your entire sales funnel.

If your package is an entry-level $20 package, then brainstorm/answer these funnel questions:

What will you use as a lead magnet to bring people into your sales funnel?

How will you promote your $20 package to those who claim the lead magnet?

What sort of bonuses would you offer alongside your $20 package offer?

What sort of upsells will you offer alongside your package?

Once people buy your $20 package, what ELSE will you sell them? Be sure to consider a variety of products at a variety of price points, and detail the bonuses and upsells you’ll include alongside these offers.

How will you sell these additional products to your new customers?

If your package is a $97 core offer, then brainstorm/answer these funnel questions:

What will you use as a lead magnet to bring people into your sales funnel?

What related product will you use as a tripwire offer to turn prospects into buyers? (Your tripwire offer should be high-quality, but low cost to make it irresistible.)

What sort of bonuses will you include with your tripwire offer?

How will you promote your core offer (the package) to those who claim your free lead magnet and/or purchase the tripwire offer?

What sort of bonuses will you include alongside your core offer?

Once people buy your $97 package, what ELSE will you sell them? Be sure to consider a variety of products at a variety of price points, and detail the bonuses and upsells you’ll include alongside these offers.

An Example:

Let’s suppose you’re selling a $97 weight-loss package that includes a big course with multiple tools and reports on the topics of nutrition and exercise. Your sales funnel might look like this:

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Lead magnet: a set of meal plans.
Tripwire: A diet guide (good overview how to lose weight).
Core: the package you’re currently building.
Bonuses: reports on the specialized topics such as supplements or high-intensity interval training.
Upsell: access to a private support forum.
Additional backend offers: private coaching, access to a membership site, or even affiliate offers such as prepackaged frozen meals.

ACTION STEPS: Your task today is to brainstorm and answer the questions above so that you can begin planning your sales funnel. Tomorrow you’ll be getting into more specifics about exactly what you’ll be selling on the backend of your profitable package.

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Product Creation: Decide Exactly What to Create

At this point you’ve selected a topic for your package. Now your next step is to decide exactly what sort of package you’re going to create. Namely, are you going to create a smaller package worth around $20, or do you intend to create a larger package worth around $97 or more?

In order to determine this, answer these questions…

What types of information and tools do you want to include in your package?

You’ve done your research, so you’ve got a pretty good handle on what people in your niche want. Now you need to create a package that meets your audience’s needs. To that end, your package may include items such as:

Ebooks.
Reports.
Articles.
Courses.
Videos.
Audios.
Webinar replays.
Checklists.
Worksheets.
Cheat sheets.
Planners.
Templates.
Swipes.
Calculators.
Apps/software/plugins.
Lists (gear or resource).

Let’s suppose you’re putting together a weight-loss package. In addition to the information reports, ebooks and articles, you might include items such as:

Recipes.
Ingredient substitution lists.
Meal plans.
Shopping lists.
Cheat sheets for making regular meals, healthier/vegetarian/diabetes friendly/etc.
Weight loss checklists.
Progress-tracking journal.
Exercise spreadsheets.
Calorie worksheet.
Exercise worksheet.
Supplement cheat sheet.

…And similar items. If you find PLR software, you might even add in tools such as meal planning apps, calorie calculators, and similar.

How many products do you want to include in the package?

The number of items you include in your package is going to greatly affect the price. For example, a package with an ebook and a set of 10 tools will likely be in the $20 range. On the other hand, a large course (or several ebooks/reports) alongside a couple dozen tools would easily fall into the $97 price range.

Is this package for beginner, intermediate or advanced users?

Beginner information tends to have a lower perceived value as opposed to intermediate and advanced information. For example, a set of reports aimed at beginners might be worth $20, whereas a set of reports for experts might be valued at $50 or more.

Where is this package going to fit into your sales funnel?

You don’t need to work out your entire sales funnel today (as that’s what you’ll work on in the next lesson). However, you do need to at least have a sense of where you want this package to appear in your sales funnel.

If it’s near the beginning of your sales funnel – such as a tripwire/entry product – then plan on pricing it around $20. If this is a core offer or a backend offer to a different core product, then you price it at the $97 or more level.

Pulling it All Together

Now for an example of what you just learned…

Let’s suppose you’re putting together a traffic-generation product. And let’s suppose there is a lot of information you’d like to include for intermediate and advanced users. You plan on selling it as a core offer for $97, so your package might include:

A set of 10 courses on 10 traffic methods (e.g., SEO, Facebook paid ads, guest blogging and so on).

A set of around half a dozen tools to go with each course, such as worksheets, checklists, cheat sheets and similar.

This type of product would easily go for $97 and likely more if it was sufficiently different from competing products on the market.

ACTION STEPS: Your task for today is to decide what sort of package you’re going to create – a package worth around $20, or create a premium package worth around $97? What types of tools and information would you like to include? Make your decision based on what you just learned, then move on to the next lesson as we continue with this discussion by looking at how to build your sales funnel.

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Product Creation: Select a Topic

Now that you’ve determined not only which niches interest you but are also profitable, your next step is to select a topic from within that niche. In other words, you’re going to determine what it is that your audience wants the most in terms of information.

NOTE: Pull out the research you completed in the last step, as you’ll be using it for today’s lesson.

Let’s get started…

Look for Bestsellers

The single best way to find out what topics people are likely to buy in your niche is to find out what they’re ALREADY buying (and then create something similar yet better).

Here’s how to do it:

Find bestsellers. You can visit marketplaces like Amazon.com, ClickBank.com and Udemy.com. Take note of which products (topics) are bestsellers.

Look for competition. If a topic has multiple products around it, that’s a good sign that the topic is popular. It’s even better if multiple competing products are bestsellers.

Search niche websites. What infoproducts are the top sites in your niche selling?

View advertising. This includes ads on niche sites as well as the paid ads on sites like Google and Facebook. If a marketer spends money over time advertising a particular infoproduct, that’s a sign that the topic is popular. Even better if you see many marketers advertising similar products.

Point is, look for evidence that a particular topic is selling well in your niche. Then your goal is to create something on the same topic, but your product should be even better. For example, instead of just selling a weight-loss guide, you’d sell a package that includes dieting information, as well as tools such as shopping lists, recipes, meal plans, calorie counters, checklists and more.

See What’s Popular In Communities

Your next step is to research popular discussion communities to see which topics keep popping up repeatedly. These communities include:

Blogs.
Forums.
Facebook groups.
Q&A sites like JustAnswer.com and Quora.com.

For example, if people on a question and answer site repeatedly ask about the best free ways to generate website traffic, then you’ll know that’s a potential topic for a marketing package.

Ask Your Audience

Another way to determine what your audience wants is to survey them. You can do this formally, such as by constructing a survey using SurveyMonkey.com or a similar tool. Or you can do it informally, such as by asking open-ended questions in niche communities to figure out what people want.

Take note: what people SAY they’ll buy and what they’ll actually buy can be two different things. That’s why this method should never be used in isolation. If you use it all, then use it to confirm your research as well as to get ideas of what all types of tools and info to include in your package.

ACTION STEPS: Your task for today is to walk through the steps you just learned about in order to pick a topic for your profitable package. Be sure the topic is broad enough so as to allow you to create an entire package around it, complete information (ebooks, reports and articles), as well as tools (e.g., checklists, worksheets, templates, swipes, etc.).

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Product Creation: Pick a Niche

First things first: before you can start planning a single piece of content for your profitable package, you need to know who you’ll be selling this package to. In other words, what niche?

You may already have a niche in mind. Maybe you’re already working in this niche. If so, great! But if not, then please review this lesson carefully and follow the steps below in order to pick your niche.

This step is actually composed of two major steps:

Create a list of potential niches.
Research these niches to find out which ones are profitable.

Let’s start with that first step…

Step 1: Create a List of Potential Niches

If you don’t already have some potential niches in mind, then your first step is to develop a list. Here’s how:

Brainstorm Potential Niches

Here you think about your own hobbies and challenges. List everything you can think of, from losing weight to scuba diving to restoring cars to back pain (and absolutely everything in between). Think about:

Your favorite things to do.
Biggest problems.
Tasks you wish were easier.
Where you spend your disposable income.
Places you like to visit (vacation).
Things you like to do on vacation.
Things you like to read about (books, blogs, etc.).
DIY jobs that you know how to do.
Things people ask you for advice about.

And similar topics – list everything you can think of, and then move onto the next step…

Pay Attention to Discover Niches

Now look around to come up with other niche ideas. This includes:

Looking at your friends’ and family members’ hobbies and challenges.
Taking note of what’s popular on social media.
Watching/reading the news for ideas.

Next…

Use Keyword Tools

Still another way to get ideas is by using a keyword tool (like MarketSamurai.com, KeywordTracker.com, or your favorite tool). The idea here is to enter a partial search and see what sort of niche ideas come up.

Here are example partial searches:

How to
Secrets of
Get rid of
Naturally
Tips
Articles
Ebooks
Reports
Step by step
Easy
Fast

Now the next step…

Step 2: Research These Niches

Now it’s time to whittle down that big list of potential niches by discovering which ones look to be the most promising and profitable. To do this, you’re going to research each niche (or at least those that interest you the most) to see if there is a big market and big demand.

Here’s how:

Search marketplaces for keywords. For example, search for “organic gardening” on sites like Amazon.com and Clickbank.com. Look for a lot of products being sold by a lot of vendors.

Run a Google search for the keywords. Again, look for a lot of websites selling a lot of different products and services to the niche.

Check for niche publications. For example, does your niche have its own magazine (such as Dog Fancy for dog lovers)?

Check Google Trends. Are there are a lot of searches in the niche over time?

Look at social media. Can you find things like Facebook groups and Reddit subreddits on the topic?

See where members of the niche congregate. Can you find them on forums, blogs and other communities?

Use keyword tools. Do a LOT of people search for information in the niche every day?

Look offline. Are there stores and organizations devoted to the market?

ACTION STEPS: Your task today is to brainstorm and then research markets. Look for smaller sub-markets (niches) that look profitable. For example, “dog training” is a big market, but something like Poodle training is a smaller niche that may be big enough and profitable enough. Check: does the smaller niche still garner a lot of keyword searches and product sales? If so, that’s a potential niche for you.

Select a niche that not only looks profitable, but also one that interests you (and ideally one that you know something about). Then hang onto all your research, because you’re going to take another look at it tomorrow!

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How To Optimize The System

Now that your system is set up, you can optimize it by testing and tracking the following:

Lead magnet title.
Product title.
Product price.
Your overall offer (bonuses, guarantee, etc.).
Your lead page and sales letter (headline, opener, call to action, etc.).
Your autoresponder emails (subject line, offers, CTA).
Overall design of sales pages.

You can use your autoresponder’s built-in tools for email-related tests. Otherwise, for all other split-tests you can use a tool like LandingPageMonkey.com

In Sum…

Don’t overcomplicate the process. Once you have success with one product, one platform (mailing list) and one source of traffic, then you can start building additional products, platforms and sources of traffic to grow your business!

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How To Build Your Mailing List Of Prospects

Your next step is to build your mailing list of prospects. Here are the pieces and steps you need to take:

Create a valuable, in-demand lead magnet that’s directly related to your offer.

As always, be sure that this is a product that your market wants. This product will have two jobs:

It will build your list, as people will exchange their email addresses for this free offer.
It will promote the offer you created in the previous step.

As such, this lead magnet needs to be directly related to the main offer. For example, if your main offer is a resume-writing and job interview guide, then your lead magnet might be a resume template.

Insert a call to action at the end of the lead magnet to promote your offer.

At the end of your lead magnet, you’ll tout the benefits of the paid offer. Then you’ll end with a direct call to action, which is where you tell prospects exactly what they should do next (buy the offer). Ideally, this call to action should stir up a sense of urgency, as that will help boost conversions.

E.G., “Take out your credit card and click here now to get instant access to this membership site – and do it now before the next price jump!”

Craft a compelling lead page that entices prospects to join your list.

This doesn’t need to be long. A compelling headline, a set of bulleted benefit statements, and a call to action may do the trick to entice people to join your list. However, you can and should outsource this task to a copywriter if you’re not skilled with writing good sales copy, as this can mean the difference between you building a small list and a BIG list.

Choose a reliable autoresponder.

Stick with one of the big names like Aweber.com, GetResponse.com, MailChimp.com, ConvertKit.com or iContact. These services all have good reputations, and they have built-in tools such as the ability to track and test campaigns.

Create and upload an autoresponder series.

This initial series should consist of approximately five emails. Each email should be part useful content, part pitch for your paid offer. Obviously, this initial series should be directly related to your lead magnet and paid offer – indeed, it may serve as a “bridge” between the two.

Let’s suppose your lead magnet is a dieting tips report and your paid offer is a dieting guide. You can then create a five-part email series to send to anyone who requests your lead magnet. For example, “Five Secrets for Boosting Your Metabolism.” Each email would share one “secret,” and then pitch the dieting guide at the end.

Next…

Make a plan for creating additional emails promoting other products and services.

Take note: at this point you’re merely planning additional products to add to your sales funnel, as well as planning additional emails to add to your autoresponder. In other words, you’re planning out the rest of your sales funnel and how you’ll cross-promote your sales funnel. This is important to do at this step, so that you understand how all the pieces will fit together.

For example, if you plan just one product at a time, then your sales funnel is going to be haphazard. If you plan out the sales funnel all at once, then you can plan how each product in your sales funnel will naturally lead to the next product.

For example:

Lead magnet: A dieting tips report.
Autoresponder series: five secrets for weight loss.
Tripwire offer: a set of meal plans and recipes.
Core offer: a comprehensive dieting guide.
Backend offer: access to a dieting support group.
Backend offer: custom nutritional coaching.
Backend offer: an exercise video.

As you can see, all products in this example are highly related, and each one leads to the next product in the funnel.

Now here’s the key: you’re planning at this point, NOT creating.

The key to this system is to focus on ONE offer, ONE platform (an email list) and ONE source of traffic. Only after you have these initial steps in place and working do you start adding additional products and traffic sources to your sales machine. That way, you don’t spread yourself too thin. You work on succeeding with those three pieces first before you add additional pieces.

So, once your first offer and lead page are ready to go, then you need to start driving targeted traffic to this page. Here are the top traffic sources for you to choose from:

Blogging.
Guest blogging.
Social media marketing.
Email marketing.
Viral marketing.
Video marketing.
Facebook ads.
Pay per click advertising (Google AdWords).
Advertising on niche sites.
Affiliate program.
Joint venture marketing.
SEO.

And finally…

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How To Create An Offer

Your first step is to create a single offer that you can sell to your audience. If you’re pressed for time, you can promote an affiliate offer. However, you’ll want to replace it with your own offer as soon as you can.

Here are the steps to planning and creating your offer…

Do your market research to select a profitable niche.

Your first step is to create a list of potential niches. Here’s how:

Brainstorm (just list all the markets that come to mind).
List your own problems, each of which is related to a potential market (e.g., you have back pain).
List your interests and hobbies. (E.G., you like to garden.)
List the problems and interests of your family, friends and colleagues.
Keep an eye on the internet and news to uncover even more potential markets.
Use a keyword tool (like WordTracker) to uncover niches. For example, put in a partial search such as “secrets of” or “tips” or “how to,” and you’ll get plenty of ideas.

Once you’ve compiled a list of potential markets, then plug the keywords into Amazon, ClickBank, iTunes, Google Play, Udemy and Google to determine if this is a profitable market. If you see a lot of competitors selling a lot of different types of products, that’s a sign of a healthy, profitable niche.

Complete your product research to find out what this market wants.

As always, the key here is to find out what your market is already buying. Then you can create something similar yet better. This means you improve on the weaknesses of the current products on the market while retaining their strengths.

E.G., If you’re creating a copywriting app, and you see that a common problem for similar apps is that the headline-generating feature doesn’t produce enough results, then you’ll want to be sure your app generates double, triple or even quadruple the results of the current products on the market.

Create Your Product

You can create it yourself if you have the time, skills and desire. Or you can outsource it to a competent professional by posting a project on upwork.com or searching Google for a freelancer. As always, do your due diligence to be sure you choose a pro who’ll produce good quality work.

Design one or more bonuses to boost conversions.

As always, the bonus should enhance the use or enjoyment of the main offer.

TIP: Create a bonus that handles a common objection. For example, if a common objection for your product is that prospects are “too busy” to follow through, then create a bonus that makes it faster and easier to get results.

Craft (or outsource) a high-converting sales page.

One of the big keys to the success of your offer is the conversion rate of your sales letter. If you’re not familiar with how to write good sales copy, then outsource this task to a professional copywriter.

Pick a payment processor and insert your payment button.

Platforms like ClickBank or JVZoo work well if you’re going to have an affiliate program. You can also use processors like PayPal or 2Checkout alongside an affiliate script hosted on your site (such as Amember).

Craft a download page where customers can collect their purchase.

This page should thank your customers for their purchase and give them a download link. You might also promote a related offer here.

Segment your list.

Move new customers off the “prospect” list and onto your “customer” mailing list. You can then send targeted content and offers to your mailing lists. Which brings us to the next topic…

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What to Include in Your Story

Keep your story short and engaging, as most of the time your goal is to build credibility and/or relationships. Here are the types of things you may include in your story:

Relevant educational background.
Certifications you’ve received.
Niche awards or accolades you’ve received.
Your job and career history (where relevant).
Hobbies related to your niche.
Success you’ve created for yourself.
The success you’ve created for others.
Proof that your strategies work.
Problems you’ve had along the way and how you overcame those problems.
Famous people or niche authorities who’ve endorsed you and your methods/products.
Quick “behind the scenes” peeks at your life.
Whether you pioneered any particular strategies in your niche.
Overall, how your background and experiences make you uniquely qualified to help your prospects and customers get results.

Building a long-term, profitable relationship with your prospects and customers is more effective when you share your story!

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When to Tell Your Story

You don’t tell your story just to hear yourself talk. Instead, you use your story strategically for the following reasons:

To Build Credibility

Tell prospects about your background, credentials and successes to let them know why they should listen to you. Offer proof whenever possible.

For example:

If you’re sharing copywriting information, then share your story about writing million-dollar sales letters while working for a major ad agency.

If you’re teaching people how to lose weight, then prominently display your nutrition and exercise certifications on your site.

If you’re teaching people how to write a great romance novel, then share information about awards you’ve won for your romance novels as well as information about which of your romance novels were on the bestseller lists.

To Introduce Yourself to Prospects

The idea here is to tell new visitors to your website who you are and what your business can do for them. You’ll want to include relevant education and work experience, and how that experience makes you the BEST person in the niche to solve your prospect’s problem.

To Connect With Prospects and Customers

This is where you use your stories to bond with your prospects and build relationships with your visitors. Your stories may talk about how you struggled to overcome the same problem as your prospects are now facing. You might also share embarrassing stories or stories about the mistakes you’ve made, both of which will humanize you so that users can relate to you.

For example:

Overcoming a problem: You can tell people who are struggling to lose weight how you had the same problem all your life. However, you finally discovered what works so you could lose weight, and you even went on to become a fitness model.

Embarrassing story: You can tell dieters on your list your most embarrassing gym stories.

Mistakes: You can tell dieters about how your mindset and/or behaviors held you back, such as believing that an extremely low-calorie diet would work over the long term.

Next…

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Where to Tell Your Story

There are a variety of places you can tell your story. And indeed, you should incorporate multiple methods in order to reach as many prospects and customers as possible.

Check out these ideas…

In the “About” section of your website.

This is a great place to share your story, simply because anyone who clicks through to your “About” page is looking to learn more about you and your business.

Here you can share information such as:

How and why you started your business.
What type of products and services you provide/what problems you solve.
Why you’re the best person to provide these products and services.
A little bit about you (your personal story).

As you know, people do business with those they know, like and trust. And the “About” section of your website is a good place to give visitors a glimpse into both the professional and personal aspects of your life. Be sure to include one or more photos too, as that will help people feel closer to you.

TIP: Whenever possible, include photos that represent the niche. This will help people identify with you and bond with you.

For example, if you’re sharing dog training information, then share a photo of you and your dog.

Another example: if you’re sharing information about how to train for marathons, then you may include one or more pics of you with your numbered bib on during a race.

Next…

In an explainer video on the front page of your website.

This is a good place to share some of the credentials you possess that make you uniquely qualified to offer products, services, and information in your niche.

In the “About the Author” section of your products.

Here’s another section that people only read specifically because they want to know more about you. So, just like the “About” section of the website, you can use this section of your product to share information about both your professional and personal life.

Embedded in sales letters.

When someone is reading a sales letter, they’re not interested in knowing about you… UNLESS the information directly ties into how you can help them solve a problem.

For example, someone who’s reading a sales letter about weight-loss strategies isn’t going to be particularly interested in your dog, because that’s irrelevant. However, this prospect is going to be interested in your nutrition and exercise credentials (certifications, results, job, etc.). Basically, they want to know why you’re the best person to teach them this information.

Indeed, when you arrive at this section of your sales letter, you may even create a subheadline that says, “Who am I and why should you listen to me?” You can then list your relevant credentials, and how your background makes you the best person to solve the prospect’s problem.

At the beginning of talks, webinars, podcasts and videos.

If you’re doing a talk, you can start with a short introduction. Again, this introduction should be focused on why people should stay tuned to your talk.

For example:

“My name is Joe Blow, and I run a multimillion-dollar software business out of my home. I came to this business 10 years ago without a lick of knowledge about business and marketing. I figured it out through trial and error, but it took five years and tens of thousands of dollars for me to start earning money.

Today my business consistently earns seven figures every year, and I’ve been awarded Entrepreneur of the Year three times by my local Chamber of Commerce. I know exactly what works, which is why you should listen to me. And I want to show you the quick and easy way to get your business up and running too…”

Notice how the above introduction answers the question, “Why should I listen to you?” (because Joe is very successful). At the end it smoothly begins to transition to the topic of the webinar, so Joe can start giving his presentation.

Embedded in blog posts, social media posts, and newsletters.

Whenever you’re sharing how-to articles, tips or similar content, you can easily sneak in information about yourself into this content.

Notice I said “sneak” it in. In other words, while you may tell a longer story if it’s relevant, sometimes a single line can give your prospects a glimpse at your story. If you do this consistently over all the content you publish, then your regular readers will start to pick up more information about you.

Let me give you a couple examples of how a single sentence or so can tell people more about you:

In an article about proper hydration for runners: “Last year when my wife and I traveled to Italy, I became moderately dehydrated – and let me tell you, it’s not fun. My head hurt. My body hurt. My mouth felt like it was full of cotton…”

NOTE: This snippet tells readers personal details (traveled to Italy, married) while also relaying a personal story that is more impactful than simply telling people that they should avoid dehydration.

In an article about couponing and saving money: “When I shop for dog food for my mastiff, I tend to look online first…”

NOTE: Again, this is just a tiny snippet, but it tells readers that the author has a dog. That may not seem like a big deal, but it’s a personal detail that will help readers relate to the author.

Next…

In the “About” section of your social media pages.

These sections tend not to provide a lot of space to tell your story, so you need to be very succinct about how you can help the prospect and why you’re the best person to do it.

For example, you might use social proof: “I’ve helped 6739 other women just like you lose weight and keep it off for good, and I can help you too.”

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