LIMITLESS MARKETING Feb 28th, 2003:
ISSN: 1525-8459
PUBLISHER: Willie Crawford willie@williecrawford.com
P.O.
Box 636, Valparaiso, FL 32580
Phone 850-651-3527/3594
Fax 850-651-3527
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Feature Article:
Internet Marketing - Doing It Like The Big Guys Do
It
Copyright 2003 By Willie Crawford
When I brainstorm with clients on how to improve their
on-line businesses,
one of the thing I always ask myself
is what are my struggling clients doing
differently than
the big on-line successes. That generally holds the
key
to them improving their businesses. Today I thought I
would share with
you some insights into what the "Big
Guys" do that the struggling internet
marketers usually
don't. Some of these things may seem obvious.
However,
many people observe the obvious, realize what they need
to do,
and then do nothing. Those who succeed act upon
their observations.
The model that you can observe a lot of the on-line
successes using can be
referred to as the funnel model.
More accurately, you can call it the funnel
and filter
model. You want to attract as many suitable prospects
into
your funnel of influence as practical. You want to have as
many
potential customers as practical raise their hands and
identify themselves to
you. They all enter the wide "mouth
of the funnel." Then as you
continue your dealings with
them, you better-qualify them and filter out the
unsuitable
prospect. At the bottom of the funnel you end up with your
most
desirable prospects. These are the people who will
develop into your
best long-term customers.
Practically everyone I consults with focuses primarily on
the mouth of the
funnel. They look at ways to attract new
prospect.... ways to get more
website visitors. They focus
on how to get more subscribers, or how to keep
these
subscribers. The flaw with what many people are doing and
that
I hope you are not doing is that they spend a
disproportionate amount of
resources on getting people
into the funnel. After getting people into the
funnel and
qualifying them, many on-line businesses then spend too
little
resources cultivating relationships with their most
desirable customers
- those who have already made purchases
from them.
Your process for getting people into your funnel should
focus on
pre-qualifying prospects from the very beginning.
That means structuring your
offering that entices them into
your funnel so that they are aware of your
ultimate objective
right from the start. For example, if you sell a $497
video
series that teaches them step-by-step internet marketing,
mention
that on your webpage where you ask them to join
your newsletter. That
accomplishes two things. I adds value
to your newsletter because anything
written by someone who
can put together a $497 videos set, is perceived as
more
valuable than something by someone who hasn't produced a
product of
similar quality. It also plants the thought in the
backs of their minds
that maybe they need your $497 videos.
When you first make contact with a prospect, you would
have to be a
superior salesman, with amazing web copy, to
sell them high ticket items
right from the start. It *is*
done, but your average internet marketer can't
usually
do it. So you do what the big guys do, you sell them
an
introductory product first. This introductory product
accomplishes the
following:
1) It lets the customer see the quality of your material.
For that reason,
even if it's a $9.95 ebook, it should
contain some very valuable
information. If the $9.95
ebook is good, they will naturally assume
that your higher
priced products are even better - and they should be.
2) It gets the customer comfortable with spending money
with
you. After a customer has gotten over the mental
block of spending
money with an on-line merchant once,
all subsequent sales take only a
fraction of the effort.
3) It gets their name and email address on your list and
gives you
permission to follow-up and offer them other
suitable products. Once
they have made that first purchase,
you do have a relationship them.
They now know who you
are and are more likely to read subsequent email
from
you, and more open to what you have to say.
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5) It shows you want types of products or services they
are interested
in and are likely to buy. It tells you
what types of products to offer them
later.
You don't have to get them into the funnel with a
low-cost lead product,
you can do it by giving them
a freebie in exchange for their email address.
You can
even just ask them to join your mailing list. However,
these
methods of getting them on your list does not
qualify them as thoroughly as
getting them to make a
small purchase.
Once you get them into your funnel then the process
involves getting them
to make subsequent, more expensive
purchases. You don't get them to make more
expensive
purchases just because the profit margin is higher.
You get them
to make more expensive purchases because
you acknowledge that they do need
the more expensive
items to run successful businesses. If you
aren't
offering your customers these items, then they are
just buying them
from someone else. You did all that
work to make them comfortable with the
process of
buying thing they need from you just to drop the
ball
when your hard work is ready to pay off.
The big guys know this process and build a system that
acknowledges it.
They offer a line of "backend"
products that they know their customers need
and want.
The struggling businesses work very hard to get customers
to
make the initial purchase. They then either forget
that customer or offer him
additional "$9.95 ebooks."
That's a loosing proposition! You customers
who buy
the $9.95 ebooks are also buying $49.95 ebooks, and
$197 courses,
and $997 seminars. Your ultimate goal,
if you want to join the major
leagues should be
to position yourself to offer these higher end
products.
You need to offer a full line of products that cover the
price
spectrum.
We observed at the beginning of this article that
many people can see the
obvious but most don't act
upon their observation. The "big guys"
started out
as newbies too. However, as they learned from their
mentors
and predecessors, they applied what they learned.
Not only that, but they
continue learning and applying
new knowledge. That's why they attend so
many gatherings
and spend so much time networking. They continue
to
learn from each other and continue to refine their
entire sales
process. That very same "funnel" process
that I just explained to you.
Now that you know exactly how the "big guys do it"
you have no real excuse
not to succeed as they do. Now
you can become one of the big guys.
Willie Crawford is a recognized internet marketing
expert. He
teaches at seminars, teleseminars and
through one-on-one consultations how to
build successful
on-line businesses. Join him in a live question
and answer
session on March 4th, 2003 that also features Stephen
Pierce,
Marty Foley, Rich Beneteau, Gary Knuckles, and Dr. Bob
Silber.
It's a 90 minute question and answer session where you can
learn
how to further develop your online marketing skills.
Sign up now at: http://williecrawford.com/lets-talk.html
After March
4th, get the transcripts from the same url :-)
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Each week we select one subscriber and give them a free ad
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and we'll run it as soon as practical.
The ad is subject to our editorial
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what offers we present to our subscribers :-)
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