Anytime that your lead your prospect to results, they fall in love a little bit more with your business. We live in an instant gratification society. In an information product business, the information that we are teaching needs to offer a solution, solve the problem at hand and take the prospect from point A to point B in the shortest amount of time.
Not only does that accomplish the goal of satisfying your prospect’s needs, there is a larger goal to be realized: brand loyalty and additional sales. The sale of an information product is rarely the final conversion. Smart businesses create a demand for higher end products and services to either upsell the client to or generate a recurring income.
A retail upsell model (do you want fries with that?) usually consists of adding on a smaller item at the point of purchase. How hard would it be to try and sell an entire suit to a customer only shopping for a tie?
With the Internet and email, the ability to directly market (or ‘touch’) the consumer in a repeated fashion increases the chance of selling a higher ticket item. This only works however, if the customer is fully and emotionally invested in the brand.
Results based marketing accomplishes this love for the product. While most models consist of building a sense of value and need, or trying to satisfy a supply gap and demand, results based marketing gives away a large part of the information pie, while using that generosity to capture the trust and love for the brand.
If you have even been on one of my webinars, you see that they are full of content from start to finish, with a valuable Q & A at the end to wrap up any confused attendees. If you give away so much content that they can accomplish certain goals by themselves, why would they buy anything?
There’s always something more advanced to sell or a more advanced way of teaching the customer. An example would be a do-it-for-you program. You teach the client skills that they could do themselves, fully realizing that they may not have the time to put it into action. They would be willing to pay a substantial amount of money for you or your staff to do it for them.
Results based email marketing is just that: results for your prospects needs before they even have bought anything. When someone signs up for my newsletters, that triggers a series of autoresponders that not only create brand awareness, but gives the prospect a choice in accomplishing goals for themselves while making me out to look like the “good guy.” When it comes time for purchasing a line of advanced training, why would they go anywhere else?
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