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00:00.54

Kennedy Kennedy

How do you get your customers to buy again and again and again and again and again, hello, it's Kennedy here, I'm sat here at home in the northeast of England and I'm just chilling out with the two cats, Nova and Ivy, running around being crazy. If you're new to the show, make sure you hit subscribe on the podcast player because I do this every single Wednesday and it would be lovely to have you with me. So today I'm talking about how to get customers to buy again and again and again. This is really important because the first sale is not the only sale. There's a lot of work goes into, a lot of time I think people spend putting into getting people to buy for the first time getting people to buy something but when someone's bought something that's the beginning like statistically speaking smart people say and i can't remember who it was now but somebody really clever some researchers said that when somebody buys something from you their chances of buying from you again if you make a good like 50%. 50% more likely to buy something from you in the future. So we're going to make other offers. But how do you actually do that? There's a few things, right? One of the things we have to do if someone's going to buy from you again and again, actually, before we get into how to do it. Look, advertising is getting more and more expensive. It's getting more competitive. The cost of getting new leads and getting new subscribers, it's going up and up and up and up and up and up, right? Gone are the days when you can get a new subscriber for 50p or 50 cents. Like we pay somewhere, anywhere between $5 for our like cheapest, cheapest leads, cheaper, cheaper, cheap, cheap leads, up to, I think our most expensive leads are about $9. Just for a subscriber, right? Who's not bought anything yet. So we want to make sure that when somebody buys something, we've got a good enough back-end roster of products for us to make a good return on our ad spend, right? And that's how you really win the game of selling stuff on the internet, is by having enough other products, and that in total, how much people spend with you is higher. That's the aim of the game, right? So if you've got a $1,000 course, that's great, or a $50 membership, that's great, but how much is that customer worth to you over time? And the aim of the game is to push that price up, push that value up as high as possible. That means you can spend more at the front to get more people and you end up with more profit left in your pocket. So you can go and spend it on sweeties and lovely things like that. So that's the aim of the game. So getting somebody to buy for the first time is the first part of the game, right? That's the first bit. After that, they're going to go into a separate bunch of automations, a separate, what I would call a customer engine, which is all about getting people to spend more and more with you. In fact, I was speaking at an event fairly recently, and I ended up having some catch-up calls since with a few of the speakers. And one of the conversations I had just yesterday with one of the speakers was literally about this. And they're really good at acquiring people on the front. They get them to buy something, but actually the ascension in the back of that, getting people to spend more with them is really where their biggest opportunity is. It's where they haven't really focused and they know that's where the huge profits are. That really is where we and almost every wildly successful company makes their money is in the back end of it all. So how do you do that? Well, the very first thing you need to do is make sure that when they buy something from you, that they have a great experience with that. What I mean by that is all the simple stuff that would cause people to get pissed off and never want to buy from you again doesn't happen. Did they get the email with all the access information? Was the product good? Was it what they said they were going to be? Did you not oversell and under deliver, but actually was the product even better than they thought? All those things create a positive impression in someone's mind of, oh, when I buy something from you, it is really, really good and it's really, really helpful. That's the first thing. The second thing is to really calculate your product range. And a really simple way, one of my favorite ways and simplest ways of doing that, of designing a product range, is to think about it as sort of DIY, do-it-yourself is the first offer, like is the lowest cost offer. Then it's DWY or something done with you, right? DWY, which is like almost, so you've done, do it yourself. DIY is like a course or a self-study or the content, the training. So there could be a membership where it's just training only. Then the next level up is going to be done with you. And that might be like a small group coaching or where it's like a coaching element where there's maybe worksheets and there's support and there's Q and A's done with you. A lot of memberships on that model. Then the premium is D-F-Y, done for you, right? And so another way of looking, another way of sort of thinking about that is the first version is, hey, here's some teaching of how to do the thing. The second one is, we'll help you, we'll work with you and hold you accountable and help you to pull up the quality of that by doing it with you in some kind of coaching element. And then there's a done for you element where actually we'll do all the work for you like an agency service offering. That's a really popular approach of saying to people, hey, do you want to learn this thing? Yeah, they do. Well, do you want this result? Do you want, and you can learn this thing? Yeah. Well, hey, we're going to help you get that result even further and better and quicker by doing it with you. And then, hey, do you want to just take this off your plate and do this for you? So that's a really good way of ascending people and getting people to buy other things from you. Another way of getting people to buy more things from you is to look at your core thing, your Rome All Roads Lead to Rome flagship offer, and to think, okay, once somebody's got that in place, or once somebody's got that, what is the next problem or set of problems that that person's going to have? So let me use our business, Email Marketing Heroes, as an example of that. Once somebody's got email marketing, email marketing, email hero blueprint, like email marketing in place using our email hero blueprint, we know there's a bunch of other elements that your email marketing absolutely depends on. Obviously, you have to be an idiot to realize it's not, right? It's like to get your email marketing to convert, you have the best emails in the world. But if you don't have the right subscribers coming at your list and you haven't engaged them in the correct ways, they're not going to buy, not going to open any emails, not going to click any emails, that's going to suck. And if you don't have a good conversion mechanism that works, then that's not going to work either. So in addition to our core All Roads Lead to Rome offer of Email Hero Blueprint, we also have some other offers which are various ways of building your email list, right? So we've got a thing about Facebook ads. We've got a thing about guest trainings. We've got a program called Freemium List Building, which is about how to build your list for free with premium, highly qualified, highly engaged people. So we've got that because that's another problem people have once they have got the email hero blueprint. On the other side of it, if you send emails to a webinar that doesn't convert, maybe the registration page doesn't convert, the webinar itself doesn't convert, nobody shows up, or a sales video where the sales video sucks, or the sales page doesn't convert, all those things, that's not going to work. So we have a program called Sales Page Sorted, which is all about, it's our entire framework and formula and methodology for a good sales video and a good sales page, a written sales page, which works really, really well. So what you end up with is a suite of offers that allow people to have the best results from your core thing. But here's the really important thing. You don't want to go completely off-piste. So way, way back at the beginning of the business, we had a full-time writer work for us, a content marketer called Grace. Fabulous person. She really ended up learning a lot from us, implementing a lot of stuff with us, and ended up creating her own extremely successful business now in e-commerce where her products are being stocked in like Selfridges and all these amazing huge retail outlets across the UK and probably the world now, I guess. But one of the things that we did is we went too broad with some of the stuff in the strategy when she was working with us. And back then we produced some content, which was about productivity, even though we teach email marketing, right? We ended up saying, oh, here's our productivity hacks because we're helping entrepreneurs. That is too far away from email marketing. You remember that the hub, the core of what you're doing is the core of what you're doing. So in our case, if it doesn't directly help people with their email marketing, we're not going to touch it. So yes, we'll talk about webinars because we know that people are going to send emails to convert people through webinars. So we basically think of it as we have our core thing, Email Hero Blueprint, how to do email marketing, but related to that, but not included in that is traffic and list building, that's separate, and conversion mechanisms. So webinars, sales pages, challenges, sales videos, all that kind of stuff. So make sure that all those things are directly like one degree of separation from the core offer. And so if you have the right additional offers to make to your audience, they will buy from you. The other thing that you can do, of course, and we do it not very often, but if I find a product that I really, really like, and I either do use or would use myself, then I'll recommend that other product to my audience. Usually, not always, but usually in exchange for an affiliate commission where I get paid a percentage of that sale when I recommend it and people who buy through my link from my list actually go buy it. I'll get paid a little bit on the back of that or a percentage on the back of that. Sometimes a lot, I don't know, sometimes, right? But the real core thing here is to look at the journey that your subscribers go on when they become a buyer, what is the next problem they have or what is a problem they're going to have which is going to stop them from having success with your core thing that you need to tell them about and that you need to give them a solution to, right? So this all comes down to, first of all, give them a great experience when they buy the first thing. And then secondly, being very, very hyper aware of the things that sit around your core thing, right? And then having an absolutely automated customer engine, which offers those things. They could be high price things, low price things. They could be your things. They could be somebody else's thing that you're endorsing, maybe getting paid a commission on, right? But the key here is to completely automate that so that they have that. That's always delivered every single time. They don't have to luckily just end up being a customer when you also happen to be promoting something. That is just leaving thousands of dollars on the table. It has to be automated. It also has to be sensible. The really important thing here when you're moving people from buying once to buying over and over again is you have to consider aligning the upselling and the additional sales mechanism with any onboarding you have for the core product, especially if it's like a membership. You don't want to get in the way of onboarding somebody, getting them through their first billing, their first rebilling, their first billing cycle because you're busy trying to sell them more stuff. You might end up killing that sale, killing that customer and that member because of that. So oftentimes if it's a membership, you'll want to be a little bit more chilled about it and let them get them through their first billing cycle before saying, hey, want to upgrade do you want to add this additional product here's a special offer for our new uh for our new members and that sort of thing so definitely look at the onboarding definitely want to encourage consumption of the thing that they bought initially and even if they don't look at it here's one of my favorite tricks i remember telling my friends just, Justin, Sarah from wake up to freedom about this. And they really loved it. It was quite a while ago now, but I'll just remember how much they liked this. I'll share with you now. And that is, I want to have a consumption sequence for the thing they bought. That is so good and so exciting for people that they realize how good the thing they just bought was, even if they never look at the thing, right? Think about it like this. Think about like, you've just sold them a book and based on them just reading the back cover, they're like, that's a really good book. I would recommend this book to other people, even though I've never read it. Because from the back cover, I can tell, it's telling me all the things that are in the book. And my God, that is absolutely everything I need. And that's what you're going to do with your consumption and onboarding emails. That when somebody first buys that product from you, that product or service from you, they are going to get a bunch of emails. You're like, hey, on page 22 of the book, I'll show you how to do this really cool thing. Make sure you check it out. And tease them, resell them on the thing they just bought. Because if you do that, two important things happen. One, they will recommend you to other people. You'll make these viral sales. But secondly, you will not fall victim of an objection that people often have, which is, I will buy the next thing from you once I've used the first thing I've bought from you. Well, that's a sucky objection because most people won't even do that. And they certainly won't implement it because most of us are getting information, not implementing it exactly as it's taught, but we're collecting information for our own good, right? So we don't want the fact that they haven't consumed the first thing they bought from you to be the reason they don't buy the next thing because we want to keep them in motion. They're already in that sort of buyer in motion with buying. So the way we do that is we remind them and resell them on, hey, the thing you just bought is awesome because at two minutes 22 inside of module two, I show you this really cool thing that allows you to bah, bah, bah. Wow, that's amazing. And then they feel like they've sort of consumed it. You can even give them some of the tips from the thing they bought inside the consumption emails because they've bought it. You're not revealing anything they haven't bought access to, right? So really do reveal some of the big tips, the big takeaways in those consumption emails so they know how damn good the thing was. And that means, even if they don't look at it, and that means now when you tell them about the next problem they might be having or the concern they're having or the objection they're having or the myth that they have inside of their head about getting results from what they just bought, you can show up with the perfect solution to that. Okay. And keep doing that. So that's what I want you to think about this week. I hope you found that really useful. If you haven't already come and join us inside of our free Facebook group, it's called the email marketing show community. And we literally hang out there all day, all day long as just over 5,000 of us talking about email marketing, how we applying it to our businesses and this situation with this kind of product, with that kind of price and with this product with this service with this membership however it is you want to apply it come and join us just literally go to facebook search for the email marketing show community and i'm looking forward to seeing you over there but now it's time for this week's so here's an interesting one for you it's just the word effort and what what i I like about this is, one, it's a single word, and it's only a two, four, six letter word, which is really interesting. It really stands out in the inbox. But also, it has this really weird level of curiosity around just the word effort, because it's about, it's like, am I making enough effort? Are you going to call me out for making any effort? Or are you saying it's a lot of effort? Like, what are we saying about the effort? We're not giving it a positive or negative context. Because not having the context for that word is what creates the compound curiosity to open up the email. It got a fantastic open rate, won the split test for us. So just the word effort. Have a think about your subject lines. Is there a word that you can put in there which does not have positive or negative? It's almost like it could be positive or negative and they want to open the email just to find out whether you mean it in a positive way, a negative way, and how you really feel about it. That's this week's episode. Hope you enjoyed it. If you haven't already, hit subscribe on your podcast player. I'm going to be back next week. I don't know what happened with my words there, but I will be back next week, hopefully with my right words going on.

17:35.27

Kennedy Kennedy

you that