SES - Lee Siegal Keynote Pics On opening night at the Search Engine Strategies Conference this week in San Jose, Kevin Ryan () spoke with Lee Siegal ...
The number one concern for Internet sales is your marketing list -- in other words, your audience.
But...but...but...you're saying, products for sales is a must too, however, if your list is nonexistent, small or loosely targeted, having a product isn't going to help much. There just will not be any success.
Yes, I know this is confusing. You need a product to attract. By the way, I am using product interchangeably to mean services too.
This almost feels like the chicken and the egg story - which came first. So, what do you do first?
You can't create or increase a mailing list without a "what's in it for them to be attracted to you for."
Now I'm not talking about buying lists but about opt-in focused lists.
Step 1: Know what your target market (audience same thing) wants and they already have their wallet open and ready to buy.
Step 2: Create a product to answer that want and match their wallet. Create a product that contains 100% they can know everything about as a small segment of that want.
Step 3: Now that you have 100% of that pie. Cut off a small piece of pie -- about 10%. Make that 10% into a 100% everything of information for that piece. Create a 100% product of this 10% that you broke off.
Step 4: Cut 25% of that 100% of that 10% (say this out loud if you didn't get it) and designate that as freebie information. Then designate 50% for a product to sell and the other 25% for consulting or a service that costs them a higher price. An alternative is to create a product with the total 75% and charge them a higher price.
This strategy is one that is not wide spread and a well-kept secret by the InfoGurus. It is even a guarded secret, and guess what, I've just broken their secret. I am an InfoGuru and I don't mind sharing this model. It is the missing aerial view that no one seems to want to write about -- unless, of course, it's in a product that sells for big dollars.
About the Author: Catherine is a veteran entrepreneur and communications
master coach. Additional articles, newsletters, workshops,
and other information is available at:
http://www.abundancecenter.com
blog: http://abundance.blogs.com
