Nobody wants to buy ur stuff mate
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It is of imperative importance that you read this whole email and apply it to your business. I had a realisation the other day when I was in Sainsbury's, because there’s a Sainsbury's just down the road from me, and Sainsbury's has just started stocking Neutonic. Now, I really like Neutonic, but if I have all the cans in my fridge all at once, then I just end up drinking them all, and they don’t last. I have zero self-discipline when it comes to Neutonic, so whenever I want one, I’ll simply just nip down to Sainsbury's to get one. A Neutonic is £3, and it’s also included in the meal deal now. The meal deal is £3, so I buy a meal deal every single time because it really doesn’t make sense to just get the Neutonic by itself. When I can get a little sandwich, a protein bar, some extra calories, and some extra protein for just an extra 50p, I don’t really care about those things. I only want the Neutonic. Now, most people will look at this and think that it’s a lesson in average order value. It isn’t, and to prove to you that it isn’t... I want you to think back to the last time that you bought something. It could have been an event that you went to, a coaching programme, a camera, or a meal that you went out for. Regardless of what it is, most of the time, the majority of buyers in the market are single-issue buyers. What is a single-issue buyer? A single-issue buyer is somebody who is aware of the problems that they have, and they have a clear idea of what the solution is based on what you’ve shown them. Even though you might have loads of other things that are really useful for them, potentially areas that would actually help them more than the thing they want, they only want that one thing because it is a single issue that they think they have. For example, in Webinar Wizards Advisory, some of our clients have never attended any of the group calls we’ve done. We have some clients who, I think, have only ever opened the Skool once or twice. They don’t really use our SOPs. They don’t look at our webinar deck examples, but what they do want is the one-on-one Slack access. Some clients only want the one-on-one calls. Some clients love the SOPs and don’t really use anything else. Some clients aren’t even running that many webinars, but they just want us to review with their copy since, and I will humbly say ,that we are fantastic copywriters. I had this realisation the other day: the bonuses on webinars are so powerful because we offer five to seven more single-issue solutions than if you were to just sell your core offer alone. Think about a core offer. Most core offers have around five key components, but webinar offers have around 10 to 12, which means that we get an extra five to seven opportunities to capture people in the market who are single-issue buyers. What makes it even better is that those single-issue buyers, if they resonate with a webinar bonus, have to act now to get the thing that they actually want. They might not even want the core offer. They might just want one of the bonuses. If you want to increase your booking rate and your conversion rate on webinars, then you need to start looking at the patterns in your fulfilment:
Make sure that you include those as bonuses the next time that you run a webinar. Most people make the failure of launching these things as standalone products. If you have a big personal brand, you can probably do this and launch it as a standalone product, but most people just want one funnel with one offer. Rather than launching things as standalone products, just offer it as a bonus. You get people to act now, and you capture so many more single-issue buyers, which is the majority of the market, as a result of doing so. I really want you to think about how powerful this is, because I can think of so many examples of things I’ve bought when I only really wanted one component of it. I know people who are in the same networking group as me, A Players Club, who only buy it because they want to come to the events. This happens across all businesses. If you aren’t taking advantage of it, and you aren’t taking advantage of it specifically on your webinars as bonuses, you are consciously limiting the growth of your company. To your success, Charlie McCormack |