Hey guys. This week on 5 Minute Marketing we are talking about how to sell more product and make more money.
The catch is, we are talking about how to do it without seeming like a jerk and without overwhelming your audience. I was recently chatting with a friend who told me he launches the same product 6 times per year. He broke down his reasons and I have to admit, it makes a lot of sense.
I am going to explain exactly how I launch my own products several times a year and simultaneously serve my audience. I want everyone who comes in contact with my company to feel like I am serving them first, and then selling to them second.
The fact is, the more times you ask people to buy, the more money you are going to make. But how you go about it will determine your long term success. Are you shoving products down your audience’s throat? Or are you giving them quality content that makes them want to invest in your product?
Listen to this week’s episode to hear more about the philosophy behind multiple product launches and learn how to apply it to your business.
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If you learn how to sell to people who are on the fence, you open up a whole nother world of people that you never would have been able to sell to in the past.
So, um, I’m hanging out with a buddy of mine the other day. We were just talking. And this guy’s got a very big online business, um, he’s in the digital products-based sales courses, ah, has mastermind programs. Um, basically everything he sells is digital except his live events, and this guy has, like I said, a huge business. I think he’s doing like 15 to 20 million dollars a year. And we’re just sitting there talking and we get into… He kinda goes, starts talking about, you know, his year and how different promotions have went and I start to realize, man this guy does a lot of promotions, a lot of, um, you know, product launches of his one main course.
So he’s got one main course, ah, that he sells to his folks, um, and I end up kind of just sitting back and listening to him talk about his year and how these promos went at the end. I’m like, “Dude, how many, how many times do you actually launch this same program a year?” And he says, “Six.”
Six different times that he launches the same course every single year. And it didn’t strike as that surprising, um, because I, uh, I know other guys that have done it. But it’s one of those things I kind of, you know, it strikes you when you hear it again, and you know, I have done… We’ve done years, probably one of our most profitable years ever, uh, a little while ago, was we actually did a, um, a launch almost every month. But it was of a new course.
Uh, we would repeat the launch, um, for a course maybe every six to 12 months, but we would never do them, you know, back to back months, or every two months like this guy’s doing. This same course every two months. And I’d start asking him why. You know, like I like it when people are, you know, take risks like that.
I like when they kind of push the envelope and challenge the way that I think most marketers think, most business owners think. Uh, and the way that you might think, which is, you know look, if someone, you know, if I promote a course or I promote a product, a physical product or service, whatever type of business you’re in. I don’t care if you’re a local chiropractor, or you own a ballet studio or you sell yogurt on the internet.
Um, or in a physical store. Doesn’t matter. Offline or online. Most people think, you know, look, as soon as I promote something to somebody and they say no, I don’t ever really want to sell them that thing again. Maybe a year later. Maybe six months later. Maybe never. Uh, because they said no. But, there’s flawed logic in that because someone said no one time doesn’t mean they won’t say yes later. Like, people have to think about purchases. I mean, you hear the famous ad, that the average number of times somebody has to see a commercial before they buy. Or an advertisement or even hear a recommendation from a friend before they buy, can be upwards of 10, 20, 30 different times.
And you think the same thing for you. I mean, sometimes we impulse buy stuff, but a lot of times if you’re buying a car, if you’re buying a house, if you’re buying, you know, anything. It doesn’t matter if it’s big or small. That we have to hear about that product multiple times. We think about it. We go talk to our friends or our spouse or our, you know, whoever. And what if that company never offered you the, that same product again. You’ve got one shot. One shot to decide.
Like, we… none of us would ever buy anything. Except like food to live. That would be about it. Um, and so I just, I love this guy’s approach. I mean his, his argument is you know, look, number one, his product is expensive. I think it’s 2,000 bucks. And that’s not something that someone’s just going to hear about once and usually buy. Some people will. Like the people that are most gung-ho, but you’re never going to build a, the business that’s the size that you should, or that you could build if you’re only ever selling to the people that are ready to say yes right in the minute you ask them to buy.
Let that sink in for a minute. You think of your whole world, your whole niche, your whole marketplace. There’s probably millions of people in it. If you only ever accept the money from someone who’s, who is like red-hot rabid ready to buy, needs your product right then and there, that second, you’re only ever going to build a business that’s probably five, 10 percent of the size that you should. If you learn how to sell to people who are on the fence, you open up a whole nother world of people that you never would have been able to sell to in the past.
And that’s one of his arguments. The other argument from him is, look, he’s getting new people into his audience every single day. He’s running Facebook ads that are getting people on to his email list, or onto his customer list buying his lower ticket front-end products. He’s getting people that watch him on YouTube or listen to his podcasts. New people every single day. And if he only launched his course once a year, someone could join his audience and become a follower of his a month after one of his launches and never be able to buy something for 11 months.
Like that’s, that’s crazy when you think about it. Even if he did his launch every six months, it’s still, you could have somebody waiting around for five months and by then they might lose interest.
So, he saying Look, you know every time we do these launches, that he, he’s launching to new people, because his audience gets bigger every single day. Every single day. So he’s launching to new people, so he’s not just hammering people over the head with the same thing over and over and over, number one. Number two, there’s people that have seen his launch three, four, five, six times, and then they buy because it took that many times for it to sink in, for them to see that many case studies and success stories and proof, and to be pushed over the edge. It took that many times.
And here’s the last one. This is the biggest one. I think all of us underestimate, and most of us I believe, if I know, you know, I know you guys pretty well. I’ve been, you know, talking to emailing, posting videos, reading comments, going to events, speaking in front of you all, for almost 10 years now. And I know that most of you, when you go out to sell something, that you’re giving content. If you’re not, you should be. And if you notice, every time I sell something, whether it’s samcart or it’s a free plus shipping front-end offer like my Dillion Pro Manifesto book or the Ultimate Upsell Script, um, or it’s a low-ticket product like our five-minute VSL or the messenger launch blueprint or something high-ticket like our One Page Funnel Master Class or Facebook Ads Academy, ultimate upsell… any of my courses.
You’ll never see me just send an email. It’s like, hey here’s my course, here’s how it will help you. Here’s the link to go buy it. I’ll never, like… I very rarely will you see me do that. I will always lead with content. I’ll send you guys a good video that says, you know, let’s say I’m gearing up to sell our Facebook Ads Academy course, which is one of the best courses on Facebook Ads out there. Uh, partly because I created it and I run 15 to 20 thousand dollars in paid ads through Facebook every single day. Um, so I know what I’m talking about, but that’s beside the point.
I don’t… like, when I’m gearing up for a promotion of that course, I’m going to put out content for a week beforehand that is useful, fantastic content for anyone that is all around the topic of Facebook Ads. I’m going to release a video or podcast that’s… Hey here’s one quick thing you can do to make your ads more effective. Hey, here’s my three-step perfect ad formula. Here is my, the way I do all my targeting.
I want to put out two or three or four really good pieces of content that get you excited, that help you, no matter whether you buy or not. And then I’m going to sell my course. So if I do that once a year, I’m actually not serving you very well. So this is the other argument from this guy, the buddy of mine. Is, look, every time I launch my course, I’m creating three or four or five amazing pieces of content, podcasts, videos, social media posts, emails, that my list loves and that actually helps them. And then I sell them my course.
So, yeah, it might sound like, oh I’m doing six launches a year. I’m pounding my list. I’m just begging people to buy over and over and over. No. That is not what’s happening. His list, his audience probably loves it when he launches because they get new, fresh content every single time.
That’s why he does so many promotions. That’s why we do so many promotions. Um, you know, that’s why you should be doing so many promotions, because in the end here’s the rule: the more you ask people to buy, the more money you’ll make. Period. And you can be an ask, and you can just ask people to buy over and over and over and over and beat them over the head with, you know, calls to action and telling them to buy. Or you can ask them to buy after you give them a piece of content, after you’re actually useful and helpful to them, um, you know, get closer to their goals.
So that’s a thing. I mean I think if I had the bandwidth, I’d write an email every single day that was a new video, a new piece of content, and I’d say “Hey, here’s the tip of the day, uh, P.S. if you want more tips like this go join…” you know, this course or that course. Or go join Sam Cart. Um, and we’d make more money if I did that every single day of the week.
And I don’t believe we would hurt our audience. I think the people who aren’t really serious and aren’t committed and don’t like me for whatever reason, don’t like our content, I think they don’t subscribe. And you know what my answer is to that? Who the hell cares. Just because you’re emailing someone all the time and you lose some people, and some people unsubscribe or you’re podcasting too much, you’re posting on Facebook or wherever too much, or you’re emailing too much… If you’re giving someone value, I don’t think you can do it too much, to be honest. I think you could email two, three, four, times a day. And if you’re giving good content, just because you happen to ask for the sale at the end, um, I, I don’t see a problem with that.
I, I would guarantee you that if you do that and your competition doesn’t, you’ll win every single day of the week. And, you might have a smaller list but you’ll have a more engaged list. And in the end, I take back what I said. You won’t have a smaller list because you’ll make so much money that you can go dump it back in to marketing and promotion and ads and building a team to help you build an even bigger audience.
Um, so that’s the lesson for today. Ask people to buy more and that doesn’t mean, you know, you’re going to burn people out. That doesn’t mean, you know, you’re going to be labeled a, you know, a spammer. You do it the way that you already probably do. You do it with a smile. You offer, you know, a helping hand first, and then you ask them to buy and you do that as often as you possibly can.
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