to make this quick.
But it won’t
be any less valuable…see, I’ve been going through a similar exercise myself
lately as I kick off two new client campaigns.
So a couple
of days ago, I’m on the phone with one of my student.
We were editing
her sales presentation–which she modeled after one of mine.
reached the “Risk Reversal” section, she asked,
“Jim, I wasn’t sure about this. But I don’t
want to have to deal with the administrative hassles of refunds so I decided to
NOT offer any refund. Is that a good idea?”
might come as a bit of a surprise to you.
probably noticed, I don’t tend to follow standard convention in my marketing.
not always a great idea for YOU, especially if you’re just starting out. Innovating
without knowledge and experience rarely ever makes for any kind of success.
standard online is to offer unconditional 100% money back guarantees on
info-products…But I don’t follow that standard and almost always make my
products with an “all sales are final” clause.
reasoning is sound.
But I told
the student NOT to do the same as me.
Because I often
do things as a personal choice, knowing full well that I will REDUCE sales and get
is one I’m willing to live with.
I also use
higher than “acceptable” price-points intentionally.
offer installment plans to make it easier to buy…
And I don’t
care for continuity offers.
these things, I’ve been advised against doing by sales experts. And if I were a
conventional marketer, I would heed their advice and increase my sales
But I don’t
I place far
too much value on my traffic training to allow it to be lumped into the same crap
that the online marketing community peddle. And I rather have a small but loyal
student and client-base that values what I do.
I have that
I’m damn good at what I do and I know any value I portray by doing these things…well
other hand, if you’re just getting started selling online, you want to do
EVERYTHING in your power to get your first handful of sales.
risk-reversal is HUGE. Offer trials, money-back guarantees, and even VERY low
price points…these things will help you get those first few sales.
So I told
her DON’T do what I do…
she even go so far as to create a “get my product free, just pay for shipping”
kind of offer.
a logical and perfectly sound explanation for this.
has never sold a thing online before.
And we want
to eliminate as many as we can of the common reasons that people don’t buy. If
the sales presentation fails, we don’t want it to be because the price is seen
as too expensive…or because prospects don’t trust that the product will work.
eliminate these factors and the presentation still fails to sell, we’ll know
the problem is with the offer to audience match.
But if we
make just one sale (and I expect by making these changes we will), then we have
a baseline to work from.
sucks more than testing one failure against another.
But if you
can establish a small success first as a baseline…Then any changes you test after
that will tell you immediately if that change was helpful or harmful to your
this rule quite religiously in my own work, before I start innovating.
start with established truths and if they work, I innovate and test.
Like I said
earlier, I’m doing this right now. I’ve recently started two new client
campaigns in which I’ve been trying new landing page styles.
test, I’m trying a nearly identical copy of a landing page format suggested by
Russell Brunson–a guy who tests EXTENSIVELY.
Doing this allows
me to establish a baseline of success from which to model future tests on.
landing page for this offer will probably look nothing like the original I started
with…but I always start from somewhere that works.
why in Traffic KickStart, I included for you SEVERAL of my best performing
landing pages as templates to test your traffic on.
So you can
have a baseline of success to start from.
included a number of Ad Writing templates…which are basically formulas that I now
model all my ads on. These formulas have proven to be extremely effective and
will suit physical products, services, info products, and even bizops.
templates in no way guarantees you’ll get incredible conversions like we did
increases your chances of converting traffic to leads and sales significantly.
have that baseline, you can test small changes and see what improves and what
So if you
haven’t checked out Traffic KickStart yet, then I hope you’ll consider it. I’d
love to support you in any way I can–and you can use our KickStart student
forum to ask me for help if you get stuck on anything.
read more on Traffic KickStart here: