If you listened to our last podcast, you know we have been gearing up for our Black Friday sale. If you haven’t listened to that, you might want to now- this will all make a lot more sense if you do.
Now that we are on the other side of that, I can tell you our Black Friday sale was one of the most successful sales we have ever had as a company. On today’s podcast I am reflecting on why I think the sale went so well and how you can apply our methods to your own business practices.
When I look back at what we did to prepare for the Black Friday sale, I think the one thing we did extremely well was explaining the value of what we were selling. I took a lot of time creating graphics for the sale, and I took time to find a name for the bundle of products. Those might not seem important to you, but I want to tell you why they are crucial. I wanted my customers to have a very clear sense of the true value of the products they would be receiving, and I resisted the urge to undersell myself. You’ll hear a lot more about this on the podcast.
The truth is, your offer (how you explain your product’s value) is the #1 reason your product is or is not selling. How well you convince your customers of your product’s value will either convince them to buy, or allow them to walk away.
Listen to today’s episode for more insight on creating an effective offer that will convert to sales, based on my own experience.
Do you wanna keep being an underachiever, or are you willing to do what it takes to go pro? Most entrepreneurs are constantly looking for the next best thing, the new traffic source, or the latest sales tactic. But that approach isn’t going to get you to your goal. It has the opposite effect. It leaves you stuck on the sideline, watching everyone else play the game. It’s time to go pro and step onto the field.
Hey, everybody, what’s going on? It is the day after Black Friday. It’s, uh, freezing cold and raining here in the DC Baltimore area, and stores are still packed. It’s absolutely crazy. My, uh, wife and I went out yesterday on Black Friday, not early. Uh, kinda hard to do that these days with the almost four year old and the year and a half old at home, um, but went out in the afternoon, and it was still just bonkers out in the stores. Um, it’s crazy.
Uh, and anyway, but … Actually, you know, one thing I was, any of you with kids out there will, uh, will understand. Christmas is actually getting more fun, uh, as I get older. Used to be, you know, obviously a ton of fun when you’re a kid and like, one little present can absolutely make your day and you freak out and then Christmas kind of gets … not, not, not lame, lame’s the wrong word.
But you know what I mean. It kind of loses its, uh, effect, um, you know, probably when you’re later teens, early 20s, then, you know, at least in my scenario, I got married, and then it’s kind of fun again. You know, especially, you know, that was when, um, you know, the business really started to take off, so we had money to, to spend early on. It was just my wife and I, no kids to worry about, and it was fun. And then we were together for five years before we started having kids, and uh, then we had my daughter.
And it was, you know, fun when she was a baby, but she really didn’t know what’s going on, and now she’s almost four, and any of you who’ve been through that stage know how much fun I’m gonna have in a, in a month watching her open presents. And she’s got a little brother who has no idea what’s going on but he just goes crazy all the time, so Christmas is gonna be, uh, it’s a ton of fun. I actually have a feeling I’m gonna enjoy this more, uh, than when, when I was little.
Um, but anyway. I was, y- if any of you guys know or are, you know, kind of listened to the last podcast, we did a, uh, Black Friday promotion yesterday. And um, it turned out to be one of our most effective, uh, promotions that we’ve ever done, especially in a single 24 hour period. And I think one of the things that made it work so well, for those of you that don’t know, we, we put on sale for 24 hours a course that we’ve never sold before.
Um, brand new course. It’s called the Messenger Launch Blueprint. It basically teaches the strategy that we used, um, back in February to do an entire product launch of a different course only on Facebook, didn’t even use a website. The only website we used was our SamCart, uh, one page funnel, which is essentially a sales page blended with a checkout page, uh, where someone can go after watching the couple videos on Facebook to actually place their order. Uh, and that was it.
And the whole thing was done, basically, without email. Um, you know, almost all on Facebook and Facebook Messenger, and it was one of the most effective promotions that we’d ever done, uh, as far as, like, a product launch. Uh, and it was a ton of fun.
And so anyway, we um, we never really shared it, so we decided, “Hey, let’s, let’s actually share this thing. Let’s put it on sale for, for one day. Make it really affordable.” Um, the price was basically 100 bucks. And, um, and that’s, and we put a bunch of bonuses in there. Anyway, long story short, it, it converted just incredibly well.
And I’m looking back on it and I think one of the reasons why is because I did a really good job of conveying the value of everything you got when you bought. Um, in marketing speak, it’s called a, a great offer. Your offer, if you ever hear, uh, marketing experts talk about that, um, your offer is basically, “Look. Here’s what I got and here’s what I’m asking you for to get it.” Um, a- and I think the offer was just really good.
Um, a couple things that I think we did really well. Um, number one, I spent a lot of time putting together the 3D images for each, the, there, if you bought the course, the Messenger Launch Blueprint, you also got three other bonuses. Uh, I can’t even remember what those things were called, but there was one bonus where we taught the Facebook ad strategy that we use. I think that was called, like, the Messenger List Maker.
There was another one where we taught the, um, the actual ins and outs of how we used, uh, ManyChat, which is the tool that we use for all of our Messenger marketing automation stuff, and I think that was called the Messenger Bot Builder or the Automatic Bot B- Bot Builder. I can’t even remember the name. I literally came up with these names two days ago.
Um, and then the third one, uh, what was that one? I can’t remember. I’m not gonna waste time trying to remember. But um, two lessons there. Number one, I, we came up with these bonuses ’cause I want it to feel like you’re getting a ton of stuff, and you do get a ton of stuff. It doesn’t just feel like it.
And then to make it more real, uh, ’cause a lot of people will, they’ll come up with their main course. You know, they won’t spend a lot of time figuring out what to name it. They’ll add in a couple bonuses and then their sales pitch is just like, “Hey. You know, here’s the deal. You know, you can get this course, uh, or this product that’s normally 200 bucks. I’m gonna, you know, discount it today for 100 bucks, plus I’m gonna throw in this bonus that’s worth 50 bucks and this bonus that’s worth 50 bucks and this bonus that’s worth 50, 50 bucks.”
And all the bonuses don’t really have really a name, um, or really a good name. The value isn’t really high, so in the end it’s like, all right, cool. I’m getting like, two, $300 worth of stuff for 100 bucks. Which is a good deal, but it’s not a crazy good offer.
Go back … Well, you can’t now. The page is done. I gotta figure out a way to let you guys watch this video. If you watch the video, um, that we had on Black Friday, you hopefully remember. Um, it- it, the offer was just, it- it was really, really strong. I d- I walked through everything you get. Everything had a name, which again, for example, the, the one bonus where I think it was called the Automatic Bot Builder, I spent, it probably took me a half hour to come up with that name.
And the, just having a name, the reason I w- spent all that time coming up with it was because having a name for something makes it feel more real. It makes it as real as it actually is. This is not about misleading people. This is about letting them know what they truly do get. Um, and I think that’s one of the biggest mistakes that we make as salespeople or marketers, is we don’t put enough importance on convincing and reminding your prospective customer everything that they get and how valuable it actually is.
So talking about the value side of things, this is where, you know, I was- I was talking with Scott and another buddy, um, on our team, trying to figure out, okay, what’s, what is the value of this thing? We’ve never sold it, so there’s not like a, a retail price that you’d have to normally pay. How much do we say this thing is worth?
And it’s, I make this mistake too, and I made this mistake two days ago as I was making this video. Um, I undersold it. And I, I actually recorded the first video with a, a pretty low value. And the reason was ’cause I was just, your brain defaults to, it- it defaults to think, “Okay, you know, the value’s probably what the other courses out there are sold for.” So I look around and there’s a couple Facebook Messenger courses out there. Um, I bought most of ’em. And, you know, they’re anywhere from, you know, uh, 50 to 100 bucks all the way up to four or 500 bucks.
Um, so I picked the high end of the spectrum ’cause I know my course is better than theirs ’cause I know that it actually works, and I bought all the other ones. Um, so I’m like, “All right, well, you know, look. I guess the, the value’s 500 bucks.” And luckily, I have s- people on my team who listen and read my stuff and watch my videos before we go live with them, and they’re like, “Look, I- I really think you’re underselling this. I mean, you’re, look at the results you got with this information. Look at, look at this and this and this, all these different reasons for why this thing is worth so much more than you’re selling it for, and worth so much more than you’re trying to convince people that it is worth.”
And I c- just completely forgot. And you have to go back to basics with this stuff, so I went back to basics, and I think to remind yourself of what your product is truly worth is so much more than the price or the cost of goods sold or the amount of time you put into it. It’s the summation of all of those things. It’s thinking through in your mind, what, what is the information you’re selling worth? What are the, what has it created for you?
In my case, this information in this course I have used dozens of times and specifically I used it once and we made over $71,000 with it. So I can make the argument that this knowledge, this information in my head, now you put that in other people’s heads it’s not always gonna be the same, obviously, but in my head it was worth $71,000 to me.
And think about, n- now I’m trying to think, okay, that’s the high end. Now let me think of the low end. Let me think of myself back when I got started online in 2009, 2010. What would this h- be worth to me then? Well, you know, I probably would’ve used it and implemented it and built a list that I probably would still be monetizing today. So probably still worth thousands of dollars.
And what if I didn’t have this information back then? What if, think about the negative side. I probably would’ve spent a couple hundred dollars buying someone else’s course, spending a couple weeks, couple months implementing those courses, buying ads to try out if they, see if they worked. I probably would’ve ended up spending $1,000 or more and wasting weeks, months, possibly years using the wrong strategy that didn’t end up working.
And then think of the opportunity cost. If someone can get the right information in their hands today and not waste days, months, years, using the incorrect information. Uh, again, uh, think about if you’re, if you’re a, a health expert. What is, and you have a, uh, an e-book that’s a, a, you know, uh, a diet plan, and I’m thinking ’bout buying it and you’re like, “All right. You know, look. I think the value of this is $100 and you can get it today for $20.”
I’m like, “All right.” You know, that’s a pretty good deal. But think about … You, you should not be, your value as the salesperson should be so much higher because you need to remind me and remind yourself that, look, what if I go buy someone else’s course that costs way more and I go down the wrong path and I’m eating the wrong food and now I’ve developed this unhealthy lifestyle that it’s gonna take me a decade to get out of? What is the cost of that?
That’s the kind of stuff, when you’re writing copy, when you’re creating videos, when you’re trying to sell someone on your product, you have to remember all of the different things that create value in your product, and then remind, number one, remind yourself, because then you’ll become a much more persuasive salesperson. And then translate that into your own sales message.
Um, in the end, it- you know, outside of the major message or hook or, you know, slash reason behind your product, um, your offer is the number one most important reason that your product is or is not selling the way you want. Uh, pure and simple. And this last, you know, yesterday was uh, was living proof that I could’ve just breezed through, c- wrote that, you know, sales pitch, recorded that video just like every other product, given it a, you know, a decent value, made it a pretty good offer.
But instead I spent probably four or five hours making the offer seem so … Not seem. That’s, that’s the wrong word. You’re gonna think I mean mislead people. I’m not making it seem better, I’m bringing out the true value of the offer instead of glazing over it. We forget what we’re selling as marketers, and if you can find a way to remind yourself and remind your prospective customer, your convergence will just be off the charts good. And that, that can be done 100 different ways.
Um, so anyway. Hope that uh, that helps you guys, but um, yeah. I mean, moral of the story, it- it’s pretty self explanatory. The, the better you explain what your offer is and how valuable it truly is, uh, that people are just gonna be lining up to buy whatever it is you’re selling. I don’t care if it’s a information product, or supplements, or service coaching, consulting, whatever. Um, it is as important for that type of product as it is for mine.
So anyway. Hope this episode helps, uh, and I will talk to you guys soon.
Do you wanna take your life and business to the next level? Then get my new book, The Going Pro Manifesto. Inside this new book, you’ll discover the secrets that most entrepreneurs overlook that will help you scale your business to the seven figure level and beyond. Y- grab your copy at BrainMoran.com/pro. [/expand]
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