Tomorrow morning at 9am I collect the keys for my new flat. At 9.30 the removal people bring my goods and chattels out of storage.
At 3pm I start a live online workshop with a US based instructor, Justin Brooke, that will last for 5 hours, on and off.
Why have I taken this madness on, you might ask yourself. I certainly have asked myself that question, over the last week.
The flat moving day could not be changed, the workshop is one I really want to attend. It’s live, and while the recordings will be available afterwards, due to editing time they can’t say when. I want the info now.
It was an irresistible offer, you see, made by someone who I know, like and trust. Someone from whom I’ve bought great training before. I had no hesitation.
My lack of hesitation was because it is teaching something that is just right for me in my business, right now, at the right price, in a great live format (you get to ask questions on the spot) and when I signed up the time of day was perfect.
Last month it would not have been an irresistible offer because I was still deliberating about what I wanted to do next. It may not have been right in a month or two either, because I might already have been going down a different road. But when I read the workshop info last Saturday (yes, Justin is a great copywriter but that’s not all of it) I knew it was the right offer for me right now.
So many marketing lessons to learn here.
This last bit alone reinforces the idea that you have to find a fun, effortless way to regularly keep in touch with your potential future customers – Justin wrote a blog post about the workshop on Facebook. He may have sent an email, he could have posted on LinkedIn, he could have Tweeted, or Instagrammed the info, but I saw his FB post.
I’ll recap the marketing lessons at the end of the post for your convenience.
So I’m going to cram it all in somehow. The chattels will arrive, I’ll do the minimum like make my bed, get the kitchen basics out to make tea and coffee and then I’ll sit down at my newly arrived dining room table and give the course 100% of my attention.
“What on earth can you possibly need to learn so urgently, Nicola” one of my business mentors asked me this morning when I told him what I was up to.
“It’s not so much that I don’t know the basic contents of the workshop, although I do expect a couple of good surprises. I’m just really interested to watch how he does it, and get his templates on how to set it all up. He’s also covering how to get new traffic to your offer using paid traffic too so that’s always valuable. I need some new prospects to my mailing list and blogging & podcasting builds relationships, it does not bring hordes of visitors. In fact, I expect that bit to pay for the course!” I replied.
I hate SEO keyword research! Actually, I hate any kind of research as you will learn as I continue the story of my recent travels.
Essentially, by signing up for a good training, that gives you recordings and resources and cuts your research time, you are signing up for a franchise! You don’t have to figure it all out yourself, step by step, and you get someone to ask your burning questions to.
Are you selling a product or service right now?
If so, what could you take from this story to improve your offer and make it irresistible?
Judith and I talk about how to create a compelling offer (and the sales pages to sell that) in Episode 86 of Own It! The Podcast so you may enjoy that.
Mark Joyner’s book ‘The Irresistible Offer’ was pretty good too.
Marketing Lessons From Justin’s Offer.
1. Keep in regular touch with your potential future customers, find them where they are at different times of day. Share the info about your offer everywhere, more than once. One of my forthcoming workshops will be all about how to do that in just 30 minutes a week 😉
2. By offering something live, with immediate support, but recordings later, Justin nudged me to make a decision. I wanted the info right now, so signed up for the live workshop. I fully intend to participate fully, even though it’s moving day.
3. He explained the product simply but clearly enough that I grasped that it would solve my immediate problem (what to offer my prospects next) and save me time and work.
4. The price was very reasonable anyway but then he offered a ‘50% quick action takers discount’ which pushed me over.
5. That your offer should include resources that will save your customer time / money. In my case, Justin’s offering templates on the ‘how to’ and he’s also sharing his research on the keywords – a pearl beyond price for me.
I hope you enjoyed this insight on how to sell me stuff well and I look forward to seeing your offers!
Regards
Nicola
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