Today I want to briefly share with you an amazingly simple, powerful, and profound Marketing Rule you should be CONSCIOUS of at all times - be it affiliate marketing or selling your own products.Everytime you create any sort of sales process, keep this in mind and you will ALWAYS make more moolah.
Okay, here it is:
THE MORE CLICKS, THE LOWER THE CONVERSION
THE FEWER CLICKS, THE HIGHER THE CONVERSION
The question your asking yourself now is, “well, that sounds fine and good, but how do I do that?”
or maybe you’re saying…
“so Joe, what exactly are you suggesting here?”
or maybe…
“Joe, enough already, just break it down for me!”
Well, to tell you the God’s Honest TRUTH, I’ve told you more in this email than I should.
However being the nice guy I am, I will leave you with one idea for you to chew on…
What would happen IF… at the end of your long sales letter (when you prospect is ready to buy)… INSTEAD of having an order link that goes to to another 5 page “order form”…
What IF you send them straight to a real order form?
You don’t always need to recap your offer or upsell them. Sure in your mind (the marketer’s mind) it might be nice, but I think you only think that because you haven’t tried this out yourself.
Based on my own experiece, adding a long upsell page makes me a lot fewer sales than sending them directly to the actual order form where they can enter their payment information.
THINK ABOUT SOMETHING…Imagine you’re the prospect, and you’ve read (skimmed) a 32 page sales masterpiece, and at the end your “in heat” and ready to buy, so you click the “order link”… where you come to find another wordy 3-5 page long “recap” or “upsell” offer…
…At this point what is going through your head?
Well, I can tell you that I personally get upset and 9 times out of 10 I decide NOT to purchase.
In my head I’m saying something like this, “Why are you jerking me around? I read your sales pitch and I wanted to order, just let me. Don’t make me scroll down 5 pages just to get to your second order link. This is ridiculous!”
So I went from a ready to buy prospect (just seconds from making that critical leap of trust) to an upset prospect with no interest in wasting my time with you or your products again.
Folks, don’t make your prospects think.
The job of your email, is to GET THE CLICK, not to sell.
The job of Your sales letter is to GET THE CLICK to your order form.
The Job of your order form is to GET THE CASH!
The job of your customer autoresponder sequence is to get them to CONSUME the product.
Deviate from these simple rules, and there is no doubt in my mind… You’ll be throwing money and new customers away (the sad is part is you won’t ever know it).
In the fine words of Porky Pig…
That that that that’s all folks!
Joe Lavery
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