Does it seem like you are spinning your wheels when it comes to getting your ecommerce business off the ground and running? What steps can you take to give it the shot in the arm it needs to get see the success you’ve been looking for? On this episode of The Amazing Seller, Scott walks through several components that could make a HUGE difference in the way you run your business. He covers how to build a thriving sales funnel, why you should NOT drive external traffic to your Amazon product listing, which offers you should send to your email list, and so much more! You don’t want to miss this valuable episode!
4 Components of Successful Sales Funnel
Are you happy with how your sales funnel is running? Would you like to see it operate a bit more smoothly? On this episode of The Amazing Seller, you’ll hear Scott go over the four components that he has zeroed in on that will help sellers like YOU optimize your sales funnel. To build effective sales funnel like an email list, you need the following components.
- Follow Up
To hear Scott explain each step and how you can optimize your approach to receive the best results, grab a pen and some paper and make sure you listen to this episode!
Crafting the Best Offer
The traffic you receive to your listing means NOTHING if your offer sucks! Do you have an enticing offer for your buyers? Will it make them come back for more? Is it so good that they’ll want to share it with friends? On this episode of The Amazing Seller, Scott runs through three types of offers that will help you figure out which one fits best for your context.
- Contest Giveaways
- Half Off OR More
- Buy one get one FREE
To get more details on how each of these offers works, make sure to sit down and listen to this episode as Scott carefully explains how you can utilize each one for maximum results.
Set Yourself Up For Success
You can have all the right components in place and still fail to execute everything properly. So what does it take? What do motivated and driven sellers like you need to get ahead and drive toward growth and profitability? On this episode, you’ll hear Scott break down what it takes to make sure your special offers to your buyers connect and cause your customers to come back EVERY TIME. Are your offers providing value? Would a potential buyer look at your offer and think that it’s a great deal? If not, you need to reevaluate the offer you are providing. Make sure you listen to this episode to hear Scott dive deeper into specific tips and lessons that could help you get the edge on your competition TODAY!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [6:00] The 4 components of a successful sales funnel.
- [10:00] Do NOT drive traffic to your Amazon product listing.
- [13:30] Scott goes over three different offers you can send to your email list.
- [16:30] How to make your offer WORK.
- [24:30] TAS followers like you who were successful with a GREAT offer!
TRANSCRIPT TAS 392
TAS 392: Top 3 Offers to Build Your Email List and Boost Sales for Your Products
[00:00:00] Scott: Well hey, hey, what’s up everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 392 and today I want to go over three…
[read more=”Read full transcript…” less=”Read less”]
…offers that are going to help you build your email list and get sales. Now you guys have probably heard me talk about this well quite a bit lately, it's about building an email list or a subscriber list, a way for you to contact people that are in your market.
Now you guys have heard me say as well, that we've been using this in our new brand and it's been working really, really well and one thing I want to do here and this is something that we did in North Carolina when we had our TAS workshop is we talked about the different things, the different components that go into really making this all work as far as like, how to start building that email list but like the building blocks to actually make that happen.
Now we did do a workshop, an actual live workshop online that you guys can actually still attend. We actually went out there and put it up as a replay so you can always watch that right now or at least right now while we have it up and it should be up for a while. So if you head over to theamazingseller.com/buildlist. All of this stuff will be talked about a little bit deeper but what I'm going to be doing is going deep into one of these areas. A lot of people think like, “Okay, how do I go find the traffic or the people?” We call it traffic so if you guys are brand-new, we talked about that like traffic.
If you're having a lemonade stand which my my daughter just had a lemonade stand and I said to her, I said, “You have to go where the traffic is, you have to go where there's more traffic.” And on our street, there's not a lot of traffic but she still did pretty good. But her friend lives on another corner that there's a lot more traffic. So maybe we should set up shop over there where there's more traffic. The same thing goes with online, where is the traffic, where is your audience hanging out and that's a big deal for a lot of people, like the traffic. But before you can even think about the traffic, you have to start thinking about, what is going to grab their attention?
[00:02:02] Scott: What is going to get them excited? Now you guys have heard me also talk a lot about giveaways and contests and all of that stuff to build that list and it works really, really well and actually it's funny because I interviewed a guy that runs a couple of, I actually… I think it's three now. A fortune 500 companies, seven-figure brand and that episode was 386 and he talks all about email lists and how they built them through contests and other means. But one of the biggest ways is running contests and giveaways.
But here's the deal, there's a few other things that we can consider when actually creating these offers. Not just giveaways. You don't have to just do a giveaway, you can also drive them to certain offers that's going to get their attention and then also qualify them as your customer or potential customer. So that's really what I want to do here today, is I want to focus on the offer. Now let me just give you guys a little, I guess a little tease here. We are going to be doing a Facebook ads training coming up the next episode. So episode 393.
Depending on when you're listening to this, if you're listening to this after the fact maybe a year from now, you can still go to episode 393 and you're going to be able to catch that training. But what we're doing right now is, I'm not actually doing it all. Is actually I'm inviting on a guest and I've already recorded that interview with him and this training and that is with Rick Mulready. He's a Facebook Ads expert but again before we worry about traffic we got to talk about the offer. We got to figure out what offer are we going to put in front of our potential customers and sometimes you have to test offers. You guys have heard us talk a lot about that too?
We need to test certain things, quite a bit actually, whether it's on Amazon, whether it's off of Amazon, we want to test these things and sometimes an offer is going to work really well and sometimes an offer isn't going to work well. I'll go over what these offers actually are and I'll give you some pointers as far as what I've seen work really well in all different spaces.
[00:04:04] Scott: But just to let you guys know, Facebook ad training is coming really soon and I know a lot of you want to know more about that. I'm actually having him come on. We're going to dive in really deep and I actually go through a lot of this stuff as far as like, how to find them, targeting and all of that stuff and then from there he's also offered to do a workshop where we're actually going to do a workshop together. He's going to actually go ahead and teach. I'm going to be there as well to lend my hand because I have done some Facebook Ad stuff in the past and I can probably lend a little bit of my experience there but he is the expert and I really… What I think is really cool is I like to go deeper then maybe sometimes the experts do because they don't think along those lines as far as like the beginner and I can really drill it down and get things a little bit more specific.
So that's what I'm going to do with him. So you guys got that to look forward to. That's going to be episode 393. The show notes to this episode I should mention, are going to be found at theamazingseller.com/392. Now I put look together some offers for a give away that I thought were really good offers or that were ones to look at and maybe pull different pieces from. I actually used that in our workshop, our live workshop in North Carolina. I'm going to include those in the show notes. So you can go to the show notes and you can grab those. I'm going to go ahead and put those up there for you to have so you can definitely go check them out at the show notes.
So, with that all being said, lot to cover here, I'm going to try to buzz through the offer stuff really quickly but also elaborate a little bit but get you ready for the Facebook Ad training because again there's different building blocks that we need to have and a lot of people think it's about finding the audience but it's really the first step is figuring out what is going to be your offer. Again, let me just break down those four chunks inside of what we call is our sales funnel. Number one is the offer. Number two is the traffic. Number three is the follow up and that is your email.
[00:06:06] Scott: We're not going to go into that much right now. We do go into that in our workshop that I just gave the link out to. You can go to the show notes and you can grab that whole workshop that we did for free. Then from there, the launch. So we have the offer, the traffic, the follow-up, the launch and again there's a bunch of different reasons why you would want to build an email list and I probably should mention those if you guys are tuning in for the first time or maybe you just need a reminder. But there's more than just launching the products.
That is one of the big ones because we can launch a product which we have. We've done this five different times in our new brand and every single time we're able to boost our BSR, start getting in some organic reviews and just get that wheel moving. So launching products is definitely one of the big ones. The next thing is, is you're creating raving fans and there's a way to do that and again we're not going to talk about that much here but we do talk about that in that workshop but really just to give you just an idea of what I'm talking about, is you're able to communicate with these people.
Understand that if you get 500 people, 1,000 people on an email list and that actually isn't that hard to do but when you get that happening and you're able to communicate with these people, you're actually creating fans if you do it properly and I mean do it properly where you're not just hitting them over the head with an offer after an offer after an offer. So just understand that we can create a raving fan base that then can buy from us in the future. The next thing we can do is we can survey these people. We can ask them what they want, what they don't like.
We actually did that in our new brand and it actually helped us not do our next product. Our next product was going to be a certain style and we asked them, “Hey do you like this?” And they said, “No we don’t, we like this one.” So we gave them like a choice. So that's another thing that you can do. You create community. Community is big. If you can create a community around your brand, it is so powerful. That's another aspect of having that email list. The other thing is, they can share the content and spread the word.
[00:08:03] Scott: A lot of people think, “Well I just I just basically built this email list, I just want to turn it into money.” Well you can turn it into money but you can also take your content and really they call it out there in the in the online space, amplifying it. Where you're actually able to make it bigger by having them spread the word. That's a form of payment in a sense, “Hey, do me a favor, if you like this, share it.” And then they'll share it and then someone else will see it and then it just brings in new people. The other thing is, you can take that email list and you can retarget. Retarget people on Facebook which again we're going to be talking about in this upcoming training which I'm going to be doing with Rick. Really excited about that training by the way if you couldn't tell.
And then the other thing is you can create look-alike audiences from that email list inside of Facebook. So all of that stuff should get you excited about building an email list. All that stuff, it's crazy, there's a lot that we can do there. But the first part is what? What do we have to do? We have to create an offer and we also have to pick what offer we want to start with or which one we think is going to help us build that email list or what purpose are we doing? Are we just building an email list because we want to build up a list that we can launch to like almost immediately which I've talked about and again I've talked about it on our free workshop that we talked about building a list. But really you can do almost that.
You can build the list with that offer and then immediately on the back end you can say, “Oh, sorry you didn't win.” There's only going to be one winner out of 1,000 or maybe two or three however many you want to do and then the people that are like runner-ups are people that don't win, you can say, “Hey, here's a discount on our products.” You instantly can do that if you want to. Again, that's with the contest. So again I want to just talk about offers here today because there's… Like I said there's three main ones I want to talk about. Number one and let me just say this too, this is another mistake I want to definitely make clear here and make sure that you do not make this mistake. Do not drive traffic and we talked about traffic, you guys know what that is now.
[00:10:03] Scott: Let's say that we're going to Facebook or Instagram or wherever, we do not want to drive traffic directly to our Amazon listing. We do not want to do that especially if we are paying ads okay to get people there. One of the reasons is, is because we don't want to drive traffic to our listing and then not have it convert. Not everyone is going to turn into a buyer. So that can that can also hurt our conversion and then hurt our ranking because then Amazon is going to see that. One little tip that actually Jason, who I had on and that was actually episode 386, who has the seven-figure brands that he's running and operating, he came up with a nice little hack here where you can then drive them to your… Now they have a storefront page but you could just bring them to your products page and then from there they can select the product.
This way here, you're not really contaminating your listing page. Let me say that one more time. If you are going to drive directly to Amazon, don't direct them directly to your listing page, direct them to your products page and then they can select the product that they want to actually choose. Then this way here your conversion isn't based off of the traffic that came directly to that page. Hopefully that makes sense. Now, that's one way but I like this way because we want to build an email list at the same time.
So number one, we talked about contests and giveaway right and I'll go back to that one because that one there I'm going to spend a little bit more time on. But the second offer is really going to be something like 50% off or more or maybe 75% off or however aggressive you want to get with it and that would look like something with an image that said receive 50% off of our 3-pack garlic press and bundle set, whatever, I don't know. I'm making up something here on the fly. You get what I'm saying. Maybe it's the tackle box that you have and you're going to target people that fish.
[00:12:01] Scott: So then you have this really deluxe thing. It's a $50 tackle box and you're going to give it to them for $25 that would get someone's attention. So 50% off. Now, let me just say this and this is another thing that I talked about in the offer because the offer it needs to really have a few different components to make it really screen value. Now, if you are going to do something like 50% off, you can test that. I would test that. I still think if you do something a little bit more aggressive like a buy one get one free, that might actually work a little bit better because they're getting something free or again if you have something that you are doing that is $100 value.
Now the way to get it to be $100 value is maybe you have to then bring up the value of maybe instead of one thing they get three things. Now, I don't know what you're selling so I can't really put that into context but you understand what I'm saying and I'll go through those components so this way here you can actually see exactly the offer and how it's gotta be like structured and framed so this way here it gets their attention and it gets them to want to act. So number one, let me just go through these three offers and I know I'm rambling a little bit but I promise I'll bring it back and I get excited about this stuff, because this is a huge part guys.
This is a huge part to getting the attention of the traffic that you're targeting. Traffic is great but it doesn't mean anything unless we have a great offer. Let's run through the three. Number one, contest giveaways. They clearly work, we know that, we've done it, we're still doing it, works really, really great. Offer number two is a 50% off or more. Now the way that that would work, is it would be like you'd have the image that said, “Receive 50% off your tackle box, all you need to do is click here for details or to get yours.” They'd click on it, they would go to what we call a landing page. On that landing page, which is just a simple web page and from there you would then collect their email address and then the next page that they would get sent to would be the coupon code.
[00:14:07] Scott: So do you see how we just intercepted that email address and they still get the code. So now we would direct them to Amazon. So we just qualified them by them having to do one extra step. Yes we might get less people but we also have more qualified people. So really, really important that you understand that. So 50% off offer would be great that's fine but do not do a 50% off offer and give them the coupon code directly in the Ad. You want to drive them over to your piece of land, your property, your landing page, your page that collects the email address and then on the backside of that when they enter their name and email address they will go ahead and get that coupon code.
Now again, if you guys are brand new and this is sounding like a lot of complicated stuff, it's really not and that's why we did that free workshop. So I'm going to definitely recommend that one more time is theamazingseller.com/buildlist. It's all there, covered, totally A-Z, it'll show you exactly how to do that totally free. So go check that out, not yet though, I'm not done. So let's go on to the last one which I already mentioned which is the third offer, would be buy one get one free. But again it's got to be of good value because they’re going to actually buy one at full price then. And if they buy one at full price they really have to be super qualified in order to do that. I don't like that one as much as I do like a 50% off or 75% off.
Now there's some other cool things that we can do with offers and I'm not going to get into those, there's things that we can do like even 75% off or even 90% off or even 100% off but then on the back end of that you're going to want an upsell and on that upsell that's where it can get a little complicated, it's really not that big of a deal but it can get a little bit more complicated and then from there you could turn that into a full sale. Like, get this free and then on the next page they would enter all their information like they were going to buy it and then from there they would go ahead and have an offer to maybe buy two more at a discount or three more or maybe your other products.
[00:16:08] Scott: But again I'm not going to get into that because right now we're talking about building an email list and to build that email list, there's three offers that I like to use. One, contest giveaway, that's my favorite. Two, 50% off or more, that's my second favorite and my third is buy one get one free. Now there's others, those are the three that I would test. But you got to test these offers. Let's talk about the offer now. The offer itself whether it is any one of those three, it doesn't really matter these are the things that you need to keep in mind. Number one, I like it to be a huge value and I like to say $100 or more. So again, if your product is a $25 product and you get 50% off, is that really compelling enough? Is that a big enough offer? Probably not.
So I would probably say if you're selling a $25 product, I would go ahead and I would say let me do this giveaway on a bigger product or maybe a product that is bundled with yours. You buy all that, put it all into a nice little bundle, it's $100 value or more and now on the back end of that you give everyone that has entered the opportunity to buy at 50% off or 75% off or 25% off, whatever you want. You see what we did there? We just made that offer bigger. We made it where people are also going to want to share it because again, if you follow what we teach in that workshop of the buildlist workshop, we also show you how that can go viral because people are going to want to share that to get more entries and all that stuff.
So again, that's another reason to watch that workshop. It's a really, really, it's an interesting way to actually build an email lists but it's so powerful. The next thing is it needs to directly relate to your products if you are offering something additional. So, if you are offering a tackle box, you probably want to go and do a little bit of research and see what is one of the top fishing rods that's going right now.
[00:18:03] Scott: Maybe you bundle that with your tackle box. You see how we related that? The other thing is you need to have a compelling title, a hook as we call it. Something that's going to really grab the attention and that attention could just be an image but then in the image you're going to have the title that says stuff like, “Free, enter to win.” All of that stuff. “Value, $160 value.” Those are hooks, those are in your title, those get attention. The other thing is images. You need to have amazing pictures. The image is going to also catch the attention. Do you see how I'm talking a lot about catching the attention because if you're going to be doing this on Facebook or Instagram or even Pinterest, you are going to need to grab the attention. It's noisy in those spaces. You need to grab the attention.
And then, the other thing is, is you need to explain the call to action. We also call that the CTA for short. The call to action. What is a call to action? Click the link below for details. Click the link below to enter. You have to explain what the call to action is. What do they need to do? Maybe it is and we had one that was like this, “Follow us at perfect the game” and then and that's our Instagram handle and then from there ”click the link in bio.” And then they click the link of bio and then the instructions there are to put your name and email address in and then boom you're off to the races. And then the last thing that is really important, is it needs to have a deadline. Even if you're doing 50% off and that's going to be your offer, just say it's for the next five days or the seven days or whatever.
It's got to have some type of element of a deadline or we also call it in the marketing world like a scarcity element. We all act on a scarcity mentality. Like my wife when her coupon is going to expire for $10 off of Kohl's or any other store that she belongs to and they give her these whatever Kohl's dollars or whatever.
[00:20:09] Scott: It's basically money and if you don't use it you lose it. So it's the same idea. We have to be driven by a deadline. So definitely include that deadline. I like a countdown timer and that countdown timer can be placed on that landing page when they go there. So when they go to that webpage you can have a countdown and then from there it'll just start rolling back and it'll… And that way there when someone goes to that page, they’re going to be like, “Oh, this is going to be selected on a certain day, cool.” They're not thinking to themselves, “Well when are they going to pick this, three months from now, I want to know now, I want to know like within the next 30 days.”
So I say 30 days or less. Let me just recap those really quickly. The offer, it needs to be a huge value. I like $100 or more. It needs to directly relate to your products. It needs to have a compelling title or a hook. It needs to have amazing pictures. It needs to explain the call-to-action. What to do next and then it needs to have a deadline 30 days or less. I know I just covered a ton right there and I rambled a little bit here and there but I think I brought it back for you guys. Understand this, there's these four different components in this sales funnel as we call it or a funnel or a sales process however you want to frame it.
You have the offer that comes first, then comes traffic, then comes the follow-up and the follow-up is how are you going to let them know what to do next? It could be, “Hey, do you want this thing for 50% off, another item or do you want this other thing or do you want to send this to other people to get more people to enter on your behalf and then you get more credits into the contest?” So there's all those different things that go in the follow-up and the follow up can also be letting them know that the contest is almost over and you're going to be selecting winner and then you get to announce the winner, you get to build rapport, you get to do surveys, like that's the follow-up.
[00:22:08] Scott: And then the launch is the fourth part of this if you are building this for a launch. Most of the time when we're first building the email list, we're doing it generally to do it to boost sales. We want to go and boost sales as quick as possible and the best way that I found so far is doing a contest or a giveaway, so this way here you can add that in this follow-up and then into the launch. So, the offer, the traffic, the follow-up and then I'm just going to bolt on the launch but the launch could also be bolted on as maybe you're going to have a campaign that you are doing this to follow up to get more information about the new product that you're going to be launching or maybe it's to build up excitement around a launch that you’re going to be doing.
There's all of that stuff. But it all starts with the offer and then the traffic. The traffic, we're going to be covering that next episode. Episode 393. I reached out to my good friend Rick Mulready, Facebook Ads expert, great guy, knows his stuff, I love listening to him. Every single time I jump on a call with him I learn something and I'm expecting to learn something here as we jump on this live training that we're going to do. Now, we recorded a training session already where we really go through the entire… The steps and all that stuff but it's more visual. That's why he decided to do a live training and you know what, I probably should just give you that link right now anyway.
That way, if you want to go ahead and get your spot now, you can do that and the date on that, the date on that workshop is going to be Tuesday August 8th at 1 p.m. Eastern Time. We're going to try to do a replay. I always say we're going to try and most of the time we do but with technology you just never know but I'm going to do my best to record that and have that so you could watch it if you happen to miss it or if you're listening to this at a later date.
[00:23:57] Scott: The link to sign up for that Facebook training is, pay attention here, theamazingseller.com/fbtraining. Altogether, no spaces, theamazingseller.com/fbtraining and I'll also link that up on the show notes to today's episode, which is episode 392, theamazingseller.com/392. I am super pumped up about this stuff. You guys can probably hear it in my voice. I get excited every time I'm able to share this or even just implement it in our own businesses or people that I'm working with, it's always exciting. Funny story before I let you guys go, we did our North Carolina meetup, our workshop, our meetup.
We had a meetup too and we had a workshop. Inside the workshop, I've been working with this couple for a long time, they've been coming to most of our… Basically, I think it was all of our events so far and they started building a list. And they built a list of about 8,000 people using the contest model. Their problem was this, they did the contest, they got a list of 8,000, they got a nice boost in sales for like two days and then it just dipped down. And so we're sitting here and we're thinking about like what could we do to improve this and it was very simple, it was very clear and I just shined the light on it. I said, this is what you have to do. Number one, you can control those emails now.
So now, instead of sending out the email to the entire list we can send out an email and segment that list and if you have 8,000 maybe we divide it up into three emails and then we can boost it maybe over the course of a week. But here's the other thing we can do, we can rinse and repeat and we can build another list of 8,000 and then another list of 8,000 and guess what, here's the funny part of this, they actually went out, they did that. They were reaching out to some influencers. They were using Facebook Ads and they ended up building a list of an additional 16,000. Just about what we said that they should do and they did it in a very, very short period of time.
[00:26:05] Scott: But they had a great offer and I looked at their offer and I know it's a great offer. It's exactly what I'm talking to you about today but it starts with the offer and then the offer once that's in place, then we go find the traffic and there's a ton of different ways you can do it but Facebook Ads is one of the best ways and one of the easiest ways. If you don't know how to do it, you might think it's not easy, I'm telling you it's easier than you think and Rick is going to break that down step by step.
So guys, I am going to let you guys go. I am pumped up as you guys can tell. The next episode will be with Rick. We will be going through some Facebook Ad strategies and really just getting you caught up to speed and then getting you ready for the live training that we're going to be doing on August 8th and that's a Tuesday and that'll be at 1:00 p.m. Eastern Time. And again, the link to that is theamazingseller.com/fbtraining.
All right guys, that's going to officially wrap up this episode. Get out there and make it happen. And as always, remember, I'm here for you, I believe in you and I am rooting for you, but you have to, you have to… Come on, say it with me, say it loud, say it proud, “Take Action.” Have an awesome amazing day and I'll see you right back here on the next episode.
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