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How to get more people to buy your course

In one of the many groups I check in on from time to time, I saw a question that keeps cropping up.

Now me being the nice boy my mother raised me to be, I had to help. I gave an answer I thought fit the situation.

But being a former Engineer, I’ve still got one foot in keeping things efficient.

And that, my friend. Is why I’m writing this.

Because this question comes up a LOT. And in all honesty, my fingers are tired of typing the same answer.

It’s easier for me to point towards an article.

With a twist.

I’m going to flesh this out a little.

You see… my answers are usually to the point. Long Facebook/LinkedIn comments seem to wash over people. But that can leave some people with more question that when they began. Because I’ve assumed they know something they don’t/

Articles on the other hand…

People know what they’ve signed themselves up for. A nice few minutes with a long wall of text (and maybe the odd dank meme). So I can go into more detail.

Any-hoo. Here’s the question:

And here’s my response. With a little extra lovin’. Just for you :^*.

Side note: I’m not saying is the only answer. The easiest. Or the only one. But it works. So here it is.

“Howdy!

As an email copywriter, this might seem a little biased…

But definitely use email!

1. How much do you know about your enrolled students? What desires do they have? What problems do they need solving?

2. Given answers to question one, does your course help them fulfill those desires or rid themselves of the pain? But no just that. How does it go above and beyond solving that problem? How does it ensure your prospects get a result? What unique way does it get the result they are yearning for? If you don’t have solid answers to these questions, then you may need to reshape your offer.

3. If it’s a “yes” to question 2, then what objections might someone have to purchasing your course? Ask your people what’s their #1 biggest challenge when it comes to [achieving whatever benefit they’re after/ solving the problem they are trying to solve]

Now at this point you might be asking…

Why all the questions?

And that’s because…

If you fail to answer 1 then it’s going to be difficult to move forward. Because you can’t be sure that what you offer is what this market really wants.

It’d be like trying to shoot a bulls-eye in a dark room… With no bullets. Your message will miss your audience all day long if it doesn’t resonate with them.

50% of the making any sales comes from understanding your market. Know them intimately and you are already halfway.

That said it is by no means easy.

Take what I’ve said above for now and run with it. Keep asking “why” until people cannot tell you no more! Use your insight as an expert. I’m confident you’ll be able to work out what it is people really want!

And with that info you should be able to write the start of your email sequence.

Tease what you have. Prove that it’s the solution to their problems. Provide awesome content that gets people excited. Excited about what’s to come!

Tell stories. Of how you or your students achieved something despite a ton of difficulties. Or why you made the course in the first place? Tell your origin story.

Use open loops that keep your audience waiting for the next email.

You want your best prospects to be salivating for the next email to come!

This can run for between 2–3 emails. You want to hint that something is coming. But don’t give the solution away just yet.

People are desperate to find the answer. Yet if you let them “scratch the itch” they may never check out your offer when the time comes.

Cool. So we’ve built desire, and built out our 2–3 initial emails.

What’s next?

This is usually just a single email

You want to LINK OUT to your offer. Don’t try to do that work in the email for now. Just say it’s here.

Don’t give anything away still. They have to go to your sales message before they are allowed to know that.

Be sure to include a deadline with your offer. This is to kick people into action.

This deadline could be a deadline for bonuses. Or a deadline for students to get in the course. As long as it’s genuine.

(Side note: this is completely necessary, but in nearly all cases, I’ve seen it help. Carrying on…)

But remember what was asked in question 2? Your offer has to be of higher perceived value than the price you ask.

You do this by stacking the value in your offer. With so many problem-solving, desire achieving parts and bonuses the prospect would be insane not to accept.

Let’s take a breather for one second.

By far. The fastest way to sell more of your course is the make the offer far more compelling. You make it easier for people to say yes when it feels like a no-brainer.

Like they are making money by investing in what you are offering. That the reward outweighs the risk.

Like what you are asking is a drop in the ocean compared to what they will receive.

Now how you present the offer depends on your price point. You may need a webinar. You may need a sales page or VSL. All work. What matters is what works best for you.

But that’s not what this is about. So I’ll get back to it!

Counting down to the deadline, handling objections, and pointing people towards your offer.

Because you can reasonably assume that if someone didn’t buy, they have a reason.

Your people either haven’t seen the offer(that’s why we keep emailing), haven’t got round to it (your deadline should kick them into gear if this is the case), or they have unanswered questions/objections.

And if you can change how they see that belief, you may lead them to the sale.

So you want to take the answers to question 3 and handle the objections they have to purchasing.

And in my opinion, objections are best handled with proof.

And what’s the most compelling form of proof you ask?

Stories.

These can be your own. Student success stories (the more relevant to the prospect, the better).

Stories you have heard that relate the problem/objection your prospect has. Fables. Tales. Parts in movies. As long as they help your people see how their current belief may not be correct.

Tell them. Tweak them. Just make sure you handle the objection your prospects have. In time you will be able to add these to your sales letter and turn into a sales making masterpiece!

Focus on the big objections only.

You will start to hear all sorts of odd and weird reasons are not able to buy. Some people just will not buy.

And that is more than OK. You do not want to waste your time and energy catering to those people anyway.

They are not your ideal prospect and your course was not made for them. And they will probably be a nightmare if they ever do buy.

Instead, answer the objections that come up often. That the majority of people hold.

And only answer one objection in each email (whilst reminding them a deadline is coming).

Finally. On deadline day (or close to it) you can tell your audience you’re having a Q&A session. Where they can email (or you jump on a live stream, whatever suits you best!) and you handle their objections their and then.

And that should be about it!

How long you spend on this is up to you. Most campaigns I see last between 7–14 days.

After that, the non-buyers are moved on to an autoresponder series. Where daily email is sent to tell stories and tease success stories…all sorts of good old email stuff really!

And just a heads up. (Very) Roughly speaking, 50% of your sales will come as the offer opens. The other 50% will drip over the emails after the offer opens up. The majority of those coming on deadline day!

So your deadline and follow-up emails are essential! Don’t skip’em

Answer those 3 questions and be sure of them.

Then I’d go with 3 emails to build desire, then open the cart with 1 email, and then spend the next 4–5 emails handling objections and counting down the deadline.

Hope this helps and all the best with it!

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