Four Presentation Questions to Jump-Start Your Profits
1. What are you offering? Is it a service, or physical product, or information product?
When you're selling a physical product, visitors know what they're getting, and they already showed up wanting to buy that product anyway. All you need to do is to push them over the edge with a paragraph or two. Selling information is quite different. Selling ideas is hard work. An information product really requires a full sales presentation with nothing left out.
2. What do visitors see first when they click on your ad? Are you offering them a wide set of choices or one option?
Generally, choices tend to reduce visitor value. You can't be Amazon, and you should almost take the opposite approach: this site or this keyword is about one thing and one thing only. I think you need to perfect selling one product. Then say, "Okay, I'm going to sell this other one now." Get them in your "maze," then start selling to them, one thing at a time.
3. Can you wrap an idea around the product, sell it as an opt-in, and collect email addresses?
Having a person in your opt-in list gives you the opportunity to sell repeatedly to them. You can give away subscriptions and back issues of your newsletter. Then, whenever you decide you want to sell something in one of those newsletters, go for the jugular. You don't need to give people very many choices at all. Lay their focus on buying that one thing and throw all your ammo at getting it sold. Get the opt-in. Get the person to express interest and develop some trust with them. Offer them free reports, white papers, software, samples, mini courses, or whatever else you can come up with. Then, you can, in sequence, introduce people to everything you do. They are in what I call "the maze," and you can sell them your lead product, some affiliate product, or some other related deals you've got.
4. If you do offer a set of choices, can you reduce those choices to a very small number of similar options?
One way to present a set of choices is by clustering and bundling products together in similar categories and groups so visitors can buy several things all together. Offer add-ons, like "People who bought this, also bought," with a link to something else. Another strategy is to sell large numbers of $10 or $20 items. Then visitors don't ask whether they need the product or not, but how many they need - they're only $10 anyway. That is a good strategy and that does work. Certainly you could pigeonhole customers pretty accurately based on what they did and didn't buy out of your whole big list.
To Your Success,
Perry Marshall
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Access 100,000,000 People in 10 Minutes. |
About the Author
Perry Marshall's books on Google Advertising are the most popular in the world. He is referenced across the Internet and by The Washington Post, USA Today, and Entrepreneur Magazine.
He has helped over 100,000 Google Advertisers save billions of dollars in Adwords stupidity tax.
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Comments on Four Presentation Questions to Jump-Start Your Profits »
Perry,
I think that the last point that you made could be the biggest.
I have two main sites that I sell from. One is an "estore" with many options (about 25 products to choose from) but people only order 1 or 2 products consistently. Fairly high bounce rate, fairly low conversion rate.
The other is a small delivery business. There is only one product to choose from, only the quantities differ. This store ROCKS. I have a very high conversion rate, and people LOVE the service.
It's also so much easier to focus on one product. I'm not suggesting that everyone just sell one thing, but when you limit options, I've found that conversion rates are higher.
You either offer what someone wants, or you don't. Period. Easy. If you let people hem and haw about all of your options and configurations, they're going to get tired and leave.
I'm in the process of eliminating just about all of my products from the "estore" and just selling what people want (really only 2 things..). Thanks for the tips!
I have to say Perry, after reading your blog content, and I've done so for sometime…that I must congratulate you and say thank you for bring real value to the table.
You see, I am in UK and I know, very soon, I'll be on one of your courses, or buy one of your books. It's a decision I made and I know, what you're saying, teaching is valuable.
Its what I have been looking for, for a very long time.
Sometimes I wonder if I am alone in UK because for the life of me, I don't know what is happening to the industry of business, marketing industry. Many have gone mad, chasing customers. Working hard to convince.
You know, I implemented one of your thoughts last week. In doing so, I have had my phone ring off the hook.
I didn't even use Google adwords, seo, or anything of the other skills you teach. I just did this Perry..
I stopped chasing clients. I stopped trying to convince. I stopped doing all the things I see happen and even the BS of what uplines teach on how we should go and say..
"Oh, look can you do me a favour and try this product out.."
Or, "Yes, Yes, we will give you all the discount you need and I will check your meter reding for you..too!"
Come on man. They gone wacko, desperate, needy.
So I turned on the heat Perry. I took one of your teachings and when someone started asking me for some income figures, or someone trying to tell me to prove something to them, or how they are so valuabe…I walked away without even bothering to explain anything.
Yes, I said, "then go to any of the thousands of companies. You don't really qualify for what I have."
My phone has started to ring off the hook because of this one element you taught called "posture" and "integrity" and most of all, to really look at how we can solve and bring solutions to the table.
And people will PAY and CHASE for these solutions.
I look at the training these Business centres and UK online forums teach and it's a load of rubbish. It's a load of "chase" and "prove to clients" and "work harder."
And cold calling, flyers, posters. I mean, times have changed and yet, we still playing games with such techniques?
I was racking my head and the moment I started to open my mind I realised..
"Hang on here. I'm not going to follow the mass herd. They DON'T KNOW THEMSELVES where they are heading. They don't know…"
The moment I did this Perry, was the moment I suddenly saved my business and it grew.
Remember, I haven't even used SEO, and any of your knowledge you share on other techy stuff but just this one. So God knows what's going to happen when I do apply what you teach in your books and courses.
More likely to tripple like crazy and quadrupel!
I walk Perry into Network Marketing meetings and people come to me, asking me, how do I do it.
You know, I always wanted this feeling. To have solutions and help network marketeers, no matter if they are in my business or not. Or in different organisations or not.
So I say, "you want 30 min consultation, it's going to cost 300 pounds."
Perry…they pay. And they are moving because they stopped chasing prospects!
I stopped being needy and desperate and started asking questions. Really begining to think on how all these courses in college was a load of gargabe.
So now, I am unlearning as fast as you can imagine and my goal isn't about cars, money. My goal is going on feeding my mind with knowledge to bring solutions to the table, and be MORE VALUABLE and bring MORE to the Table than anyone around me.
Solving solutions and have a hard nut, smooth marketing system.
Why? Because I got people hurting in UK. I got a teams in other organisations that need solutions because what they are being taught isn't working. They are taught cold calling, call up for favours, and chase people, and convince.
But mostly, I feel the pain of others who I see. I can see into their eyes, and they wonder why it's not working for them. They put all these cold calls, chasing and still not much sale.
I can't bear it anymore because of this. Not me but to see this happen in UK. So I made a decision. From now on Perry, I am going to spend 70% of my income on knowledge.
And…yours is the next stop I will be coming to. I don't care if I have to call you from UK when the times come.
I am glad I found your blog. I like the posuture you reveal within and externally. I like the leadership I see in you. And it resonates on your videos and articles too.
You KNOW what you got and you don't need to convince anyone and that's what leaders are looking for. Real, true, grit, on the ball value.
You value what you have and it is of great value for me.
Thank you dear Perry.
From UK, England