March 29, 2010
Once you’ve mastered your online marketing system and you’re growing your list on a daily basis, this is a good time to then set about creating additional offerings for your subscribers. This is where you start to look at your Product & Marketing Funnel and see where the gaps are and where new products can fit.
If you’re like most solo service professionals you’ll have something at the top (i.e. the widest part) of your funnel, which is usually your free taste, and then you’ll have something at the bottom (i.e. the narrowest part) of your funnel, which is usually your most expensive one-on-one services, but you won’t have anything in-between.
This is where you need to create products at different price points so that your clients and customers can experience your services and expertise without having to invest in your top (most expensive) service, but they want more than you are offering at the ‘free’ level.
A great first info product to create is one that sits at the second level within your Product & Marketing Funnel; somewhere between $1 and $50.
So, here is the step-by-step guide on how to create that all-important first paid offering.
Step 1 Host a Free Teleclass
Not only is this a great way to build your list, but it also exposes your audience to your expertise. You get to interact with your target market via the teleclass and they are able to ask you questions right there on the call.
Step 2 Record Your Teleclass
In addition to this being a great incentive to getting more sign-ups (if a registrant is not able to make it to the live teleclass they know that they’ll be able to get hold of the information afterwards via the recording), but this is where you’ll turn your free teleclass into your first paid info product.
Step 3 Create an Accompanying Guide or Special Report
Using the notes you prepared for your teleclass, turn these into a guide to accompany your teleclass. Or turn your notes into a special report and sell the report as the paid product and offer the teleclass recording as a bonus.
Step 4 Create a Workbook
If you also provided instructions or how-to information as part of your free teleclass, take that information and create an additional workbook. A workbook is a simple document that will allow your customer/client to make notes, write down their ideas, or plan out how they’re going to implement the how-to information that you shared with them on the teleclass.
Step 5 Bundle It All Together
Now that you have your teleclass recording, and you’ve created an accompanying guide/ebook and/or workbook, bundle all this information together to offer as a paid product at the second level within your funnel i.e. between the $1 and $50 price range.
Step 6 Create a Sales Page and Shopping Cart Link
You now need to create a sales page for your product, and associated shopping cart link. It is also a great customer service feature to create an autoresponder so that you can follow-up with your customers to check that they are happy with their purchase and are implementing the information you shared with them.
Step 7 Promote to Your List
Once you have your product all set up (Step 5), and created the sales page (Step 6) it’s time to promote it to your list and make sales! This is the exciting part! Include some teaser information in your newsletter leading up to the launch of your product, and once you’re ready to take sales send a solo mailing announcing the launch of your product. A solo mailing is much more effective than including the announcement as part of your regular newsletter.
After the initial launch continue to promote your product through your newsletter; promote it on your blog; and tell all your social networks about your product.
Online Business Development Strategist, Tracey Lawton, teaches professional speakers, coaches, and authors how to operate an efficient, organized, and profitable business. Learn how to create an efficient and organized office in 7 EASY steps, and receive free how-to articles at http://www.OfficeOrganizationSuccess.com