About 6 months ago I set up a side project geared around Amazon marketing. This is where I consult for businesses about optimisation of Amazon listings, spiking best seller rank and essentially how to market their products on Amazon for better ROI.
The site itself ranks quite well for keywords related to the service and makes a nice side income.
After reading expert secrets (or maybe dot com secrets) by Russell Brunson I realised I was leaving potentially a lot of business on the table just from only offering one service (which started at $600) – It now starts at $2,000.
But, essentially this was starting in the middle of what he calls “the value ladder.” Image below explains the concept in reference to internet marketing.
You essentially slowly move your customers or prospects up through the value ladder. Kind of like a consulting services upsell starting with free or cheap products and moving them up to your most expensive and (what should be) your most valuable service.
This can be anything for anyone. For example in the book he talks about a Dentist offering “free teeth whitening” and upselling to everything else. The FREE gets them in the door. You’ve probably seen this thousands of times in the last 12 months alone.
As I’m not a huge fan of offering my time for free, instead I did a nice video guide about “one thing people can do to increase their Amazon best seller rank” – This is a nice concept that works insanely well.
Of course this was an email submit and people signed up to receive the information (which was a 10 min valuable video.)
But then instead of just leaving it like this I decided to do a key feature that I hadn’t done before. This is essentially redirecting someone who has just hit the “submit” button to another offering of extreme value.
In this case I redirected email submission to a simple page that went something like this.
Thanks for signing up to the one thing. Your video will be emailed to you shortly.
As a thank you for signing up I’ve halved my consultation rates as a one time offer.
That was it.
Below that was a table that automatically linked to individual paypal buttons where people could book 15 minutes, 30 minutes or 1 hour of my time. The table itself is fully automated and totally sh*t in terms of design.
That was it.
People could either sign up, pay and have a chat. Or could just leave it.
I should say before we start that this has only been live for a few weeks but the results are extremely promising.
I was going to wait a bit longer to write this post but wanted to get the methods across as soon as possible.
11 total subscribers with 1 unsubscribed in 3 weeks.
Sound absolutely terrible right? And honestly that’s not great but whatever.
The interesting thing is the conversion rate for people who took me up on the discounted consultation.
3 IN 11 (OR 10) PEOPLE.
That’s 27-30% depending on how you look at it.
The 3 were spread evenly between 1 15 min consultation, 1 30 min consultation, 1 hour consultation.
This means the total earnings for 11 subscribers is: $270.
That’s before we’ve even discussed the campaign or what they want. (1 came on board for a small package around $700)
But ignoring that, that’s 11 subscribers = $270. That’s $24.5 per subscriber and $270 that could have just been left on the table.
Total time it took me to implement (including optinmonster pop up): 30 minutes.
A very very simple funnel to implement into almost any business utilising the pyschology of “submit” and the value ladder.
Let me know what you thought of this over on twitter @tombucklandseo