Multiple offers?

[TyBrown]

Where do you stand on putting different offers in the same sales letter?

In my dog training company we currently offer 3 different training programs that people can go over on our website. If people call in we speak on the phone for a while and then recommend a training program.

I'm changing the business model, though, to go even more premium; we're currently one of the most expensive in the state but with our new program I think we are going to be offering the most unique and intense training program in the country. My initial plan was to basically just sell this one program.

In addition to changing my training program I'm changing the sales process to include a pre-qualification process by phone followed by a sales letter overnighted to them. The new program will go for a $600 set up fee and then $50 a month for a year and the sales letter outlines that.

My question is, though, should I include two or even three programs in the sales letter? I'm thinking of offering an ultra-premium program of an $800 set up followed by $179 a month for as long as they choose and maybe even a lower program of a $400 set up with $35 a month for a year.

What do you think? Am I best keeping the focus on the one program I want to sell? Or do I add other programs to add contrast and perhaps pick up bigger ticket sales at times and save some sells with the downsell on other occasions?

Thanks

[Alex Cohen]

A sales letter should focus on only one product.

There's nothing stopping you, though, from having three tiers: silver, gold, and platinum (or some other three-tier naming sequence) of that one product.

Expect the middle tier to have the highest percentage of sales.

Alex

[amo992]

Honestly, I believe that this is something that needs testing.

I wouldn't be surprised if you were to bump up the ultra-premium to 1,200 and receive the same amount of conversions or increase the conversions to one of the lower two options.

[michaelhearne]

Originally Posted by Alex Cohen

A sales letter should focus on only one product.

There's nothing stopping you, though, from having three tiers: silver, gold, and platinum (or some other three-tier naming sequence) of that one product.

Expect the middle tier to have the highest percentage of sales.

Alex

Exactly - make it tiers... Takes it from a yes/no decision to an either/or decision...

also - wrt the middle offer being the highest converting - consider Dan Areili's (probably butchered that name) Predictably Irrational & the "Decoy" offer as a method for boosting sales of your highest profit tier...

l8r

[TyBrown]

Originally Posted by Alex Cohen

A sales letter should focus on only one product.

There's nothing stopping you, though, from having three tiers: silver, gold, and platinum (or some other three-tier naming sequence) of that one product.

Expect the middle tier to have the highest percentage of sales.

Alex

That's kind of what I was thinking. I want to sell the most of the mid-tier service and I figured by sandwiching it in between something really high and something slightly lower that it would highlight the virtues of the mid-tier. Thanks.

[travlinguy]

Chase two rabbits, lose them both.

[Ken_Caudill]

The good, better, best close has worked well for a long time. I don't think its going to stop any time soon.