When creating and selling a digital product (ebook, ecourse, workshop) choosing a price and how to get the sales. What is the sales sequence and order of doing what when?
Following on from yesterday’s post, we shared how to choose a digitial product to concentrate on. I am sharing a mentoring session with friend and colleague, Krystle. She was after advice and selling her first digital product.
Krystle concerns are she has an outline (first page) of a mini eBook, wondering if it is suitable and something that is sellable? And most of all valuable enough for people to buy and be happy with?
Here is my advice for creating a selling sequence for the product.
How to Create a Selling Sequence for Digital Product
In this 3 part digital product series, we have been talking about:
- Choosing What Digital Product to Sell
- How to Create a Selling Sequence for Digital Product
- Setting Income Goals (How Many Sales Can you Make)
Choosing Price Point
This depends on your target market and perceived value. Ask yourself (and write down), who is your target market? (If you have never heard of the target market exercise or never done it before, you can find inside Blog Business School.) Be aware you might have more than one target.
Try. Test. Tweak. Repeat.
For the first time pricing – what does your gut instinct say? Go with that.
PDF and mini books can be between anywhere between $2-10. Books can be anywhere between $9-100. Courses can be anywhere between $15-2000.
Validating an Idea
You can sell a product before you create it, like pre-orders, to see if it is sellable. Read more here.
Related article: How do you Know What to Sell & When? 8 Steps to Validating Your Idea
Writing Sales Copy
Writing a title, description, benefits, features, return on investment, what’s included, price point, any guarantee and answering frequently asked questions. Model and take note of others sales pages.
Bonuses are what sells a product (strange but true). I recommend at least 1 bonuses (3-5 is better!) as buyer psychology is usually people buy for the huge amount of extra value that it makes the product a bargain or a steal!
Normally, the bonuses are already within the product, which can be separated out to stand out as features (bonuses).
Create content, capture email address and sell through emails.
Blog posts – take snippets or sections of the product you are wanting to sell. Add an opt-in. Give a CTA on each blog post to buy the product.
Add a content upgrade to each blog post, adding to the post multiple times. I recommend the first 1/3 of the post, second 2/3 of the post and the bottom 1/3 of the blog. Grab the video training on how I do this inside Blog Business School.
Related article: Grab my 9 Step Pinterest Strategy (How I got 5 x traffic in 6 weeks, in as little as 10 minutes per day!)
These opt-ins and content upgrades – become automated sequences, adding the sequence of blog posts (as above), bringing people back to your website and reminding them what you have for sale (within the blog post). Plus it is for sale on your website shop.
- Give direct CTA – to buy now.
- Putting a product ‘for sale’ on the website (less than 2% of my sales come that way).
- Scarcity & limited time deal – discount, early bird price, deadline, final chance notice is really important!
- My sales come from 25% at the time of announcing (the first 48 hours), 25% of sales for the middle time period and 50% of sales come from the final chance notice. And this process doesn’t work without a deadline.
- Add a limited time deal regularly, say every month or 6 weeks or every 2 months.
How Much Time Will it Take
Break down each step. How long will they take? The product, writing sales copy, connecting shopping cart on the website, blog posts, opt-in and content upgrades and email sequence. Then marketing during a limited time deal.
For example, Krystle said: finishing writing the mini book 3 hours. Writing sales copy 3 hours. About 30 minutes per blog posts (4.5 hours total). ConvertKit email sequence and email newsletter and opt-ins about 4 hours. Marketing in Facebook groups about 1 hour. About 15 hours total.
Commit to a Schedule
Now you have to make a commitment to a schedule and date, deadline for this project. Set a SMART goal. That the product is ready for sale, within 2 weeks by 10 April 2017.
Prioritise your time, and write down you exact next action steps to work towards your goal.
Set a schedule, and do the work. But don’t worry if it doesn’t go to plan! That’s cool. This stuff rarely does go to plan, but that doesn’t mean don’t create a plan! It means this is written in lead pencil, not set in stone. Allow time to re-evaluate and reset the goal and path if and when you get off track (it happens).
What if it flops?
What if you have ZERO sales or very little sales. What does that mean?
It doesn’t (necessarily) mean that it isn’t sellable. There are so many variables that will need to be – tried, tested, tweaked, repeated. (The sales copy, images, price point, content upgrade, blog posts, final chance email.
And if it doesn’t sell multiple times – that is a great lesson! (As long as you choose to learn from it!) You deserve a high 5 and congratulations because you have learned some brilliant life lessons. You tripped, look backed at what you tripped over and learn to look out for those obstacles in the future.
I would love to hear from you.
What sales strategy do you like best? Comment below.
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