How To Sell Expensive Stuff On The Internet:
Selling high-priced products and services online isn’t necessarily harder than selling inexpensive stuff.
But I’ve found a different formula to follow if you want to sell a lot of higher priced info products, coaching programs or done-for-you services.
It works pretty well.
But I’ve found a different formula to follow if you want to sell a lot of higher priced info products, coaching programs or done-for-you services.
It works pretty well.
It’s a formula I’ve used to sell hundreds of thousands of dollars worth of done-for-you copywriting and consulting packages for my own business… in addition to selling over $100 MM (could be more… hard to keep track) of my client’s products and services.
Most of the products I sell for my clients start at $997… and they go all the way up to $35,000.
This formula - It’s something you can adapt for your business, no matter what you’re selling.
All you have to do is break your sales process into these three easy steps…
This formula - It’s something you can adapt for your business, no matter what you’re selling.
All you have to do is break your sales process into these three easy steps…
Here's my formula,
KLT + FH + CM = $
You only have three steps to follow to turn a complete stranger into a client.
But if you leave any one of these three steps out, you’re dead in the water.
KLT + FH + CM = $
You only have three steps to follow to turn a complete stranger into a client.
But if you leave any one of these three steps out, you’re dead in the water.
The cool thing is, there is a lot of flexibility within each of these steps.
You can iterate according to what your business is and what you’re selling.
You have a lot of flexibility to make your sales process as simple or as complex as it needs to be.
Let’s take a look…
You can iterate according to what your business is and what you’re selling.
You have a lot of flexibility to make your sales process as simple or as complex as it needs to be.
Let’s take a look…
Phase 1 (KLT): Know, Like and Trust
When I was starting out as a copywriter, I was a bit naive.
I couldn’t understand why people weren’t sending four or five-figure checks to some random guy they never heard of (me), they met through the internet.
It was mind-bottling!
When I was starting out as a copywriter, I was a bit naive.
I couldn’t understand why people weren’t sending four or five-figure checks to some random guy they never heard of (me), they met through the internet.
It was mind-bottling!
If you’re a coach, consultant or service provider… then guess what?
You might be facing the same issue.
People probably don’t know you.
And if they don’t know you, they haven’t had a chance to determine if they like you.
You might be facing the same issue.
People probably don’t know you.
And if they don’t know you, they haven’t had a chance to determine if they like you.
And if they don’t know you or like you… they definitely don’t trust you.
So… how do you get around this?
Well, there are a few ways.
When I build cold traffic advertising campaigns for clients, the first thing we focus on is:
So… how do you get around this?
Well, there are a few ways.
When I build cold traffic advertising campaigns for clients, the first thing we focus on is:
Getting people to know, like and trust the person who’s going to be doing the selling.
DON'T try to sell in the very first contact.
There ARE some instances where that works. Obviously.
But if you’re selling a course for $1k-$2k… you need to establish this.
DON'T try to sell in the very first contact.
There ARE some instances where that works. Obviously.
But if you’re selling a course for $1k-$2k… you need to establish this.
Context is key.
When you’re building a funnel or doing a launch, your first step is to establish KLT.
There are many ways to do this.
Advertisements are one way. An organic (FREE) way to do this is by creating content.
Get them to know who you are, first.
When you’re building a funnel or doing a launch, your first step is to establish KLT.
There are many ways to do this.
Advertisements are one way. An organic (FREE) way to do this is by creating content.
Get them to know who you are, first.
If someone sees a video you did or an article you wrote…
It is a nice way for them to start learning about you… without having to commit anything.
Your goal here is to get people to know you exist and understand that you are someone who might have solutions to their problems.
It is a nice way for them to start learning about you… without having to commit anything.
Your goal here is to get people to know you exist and understand that you are someone who might have solutions to their problems.
Phase 2 (FH): Free Help
Now that your ideal clients know you, like you and are starting to trust you…
The next step is to demonstrate.
This is the Free Help phase.
Now, when most people think of “free help” their initial instinct is to run for the hills.
Now that your ideal clients know you, like you and are starting to trust you…
The next step is to demonstrate.
This is the Free Help phase.
Now, when most people think of “free help” their initial instinct is to run for the hills.
But I’m not saying you have to go work for free.
Not at all.
Instead, what I’m saying is you need a way to demonstrate your abilities in a way that people don’t have to pay for.
So that people can convince THEMSELVES that you are the right option for them.
Not at all.
Instead, what I’m saying is you need a way to demonstrate your abilities in a way that people don’t have to pay for.
So that people can convince THEMSELVES that you are the right option for them.
Some ways I’ve done this:
- Free Trainings (webinars)
- Free Video Series (PLF Funnels)
- Free Launch Plans
- Free PDFs
- Free Books
- Free Email Courses
- Free Live Online Events
- Free Q&A Sessions
The list can go on and on.
- Free Trainings (webinars)
- Free Video Series (PLF Funnels)
- Free Launch Plans
- Free PDFs
- Free Books
- Free Email Courses
- Free Live Online Events
- Free Q&A Sessions
The list can go on and on.
At some point, people want some help.
And before they make a big purchase, they NEED a demonstration… and they want to learn what it’d be like to work with you.
And when you offer these options, people start to sell themselves that YOU are the right person for them.
And before they make a big purchase, they NEED a demonstration… and they want to learn what it’d be like to work with you.
And when you offer these options, people start to sell themselves that YOU are the right person for them.
The free help is a demonstration and a necessary part of the overall buying process.
It cements the trust that’s developing between you and the client… and it helps people remove the doubts they have about you.
It cements the trust that’s developing between you and the client… and it helps people remove the doubts they have about you.
My friend @ItsKieranDrew recently shared that most of his clients come after taking his free course.
@ItsKieranDrew Phase 3 (CM): Conversion Mechanism
Now, this is important…
At some point, it makes sense to ask for money.
Of course, if you build up enough KLT… and have demonstrated your value with enough FH…
Now, this is important…
At some point, it makes sense to ask for money.
Of course, if you build up enough KLT… and have demonstrated your value with enough FH…
@ItsKieranDrew There are some people who will reach out directly and buy something.
This happens a lot in my own business.
I have a lot of clients reach out to me without ever making an offer, because I’ve spent a metric shit tonne of time doing the KLT and FH work.
This happens a lot in my own business.
I have a lot of clients reach out to me without ever making an offer, because I’ve spent a metric shit tonne of time doing the KLT and FH work.
@ItsKieranDrew A conversion mechanism can be a:
Sales letter
Sales video
PLF launch sequence
Webinar
Direct outreach
Email broadcast with an offer
Application
A phone call
This list is not entirely exhaustive.
But at some point… you need to make an offer to people and ask for money.
Sales letter
Sales video
PLF launch sequence
Webinar
Direct outreach
Email broadcast with an offer
Application
A phone call
This list is not entirely exhaustive.
But at some point… you need to make an offer to people and ask for money.
@ItsKieranDrew If you’ve established KLT and done some FH, this is a natural next step.
“So, I’ve helped you do ___. Wanna do that again? Or get some other result bigger, better, faster, quicker?”
This is obviously an oversimplification of a good sales message.
But I think you get the point.
“So, I’ve helped you do ___. Wanna do that again? Or get some other result bigger, better, faster, quicker?”
This is obviously an oversimplification of a good sales message.
But I think you get the point.
@ItsKieranDrew Let’s Talk About The Overlap
So you’ll notice I mentioned webinars and PLF sequences under the FH and CM phases.
Was this a mistake?
Not at all.
You see, some Conversion Processes (CP’s) accomplish the goal of phase 2 and phase 3 at the same time.
So you’ll notice I mentioned webinars and PLF sequences under the FH and CM phases.
Was this a mistake?
Not at all.
You see, some Conversion Processes (CP’s) accomplish the goal of phase 2 and phase 3 at the same time.
@ItsKieranDrew A webinar is valuable because it offers free training/help.
And at the end, you give people the option to continue their journey toward solving that problem.
So it accomplished both goals.
Same thing for a PLF Funnel.
And at the end, you give people the option to continue their journey toward solving that problem.
So it accomplished both goals.
Same thing for a PLF Funnel.
@ItsKieranDrew So… do you want some Free Help?
If you couldn’t already tell, this thread was a KLT piece for my marketing consulting & copywriting business.
A good next step would be to read some of my other articles or check out my website so you can KLT me a little more…
If you couldn’t already tell, this thread was a KLT piece for my marketing consulting & copywriting business.
A good next step would be to read some of my other articles or check out my website so you can KLT me a little more…
@ItsKieranDrew But now, I’d like to offer you some free help.
Join my email list and grab my book Make It Rain for Free: theemailcopywriter.com
Join my email list and grab my book Make It Rain for Free: theemailcopywriter.com
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