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"One Shot" - "One Deal" Product

by moneymagneto
3 replies
What are your thoughts on products such as books you are looking to sell immediately, (without building an e-mail list). Just straight up AD spending on Google/FB. "One Shot One Deal"...
#one deal #one shot #product
  • Profile picture of the author Alexa Smith
    Banned
    Originally Posted by moneymagneto View Post

    Just straight up AD spending on Google/FB. "One Shot One Deal"...
    It's difficult, even for a semi-articulate chick like me, to come up with words to describe how misguided an approach I think that would be. To pay for traffic and not even try to retain any of it sounds a bit "loopy" to me.

    I'm an affiliate marketer, myself, so that's the perspective from which I tend to look at it, but it seems to me that most of the same things apply equally from a vendor's perspective, too.

    To "sell stuff", you need to do three things ...

    (i) Keep your potential customers returning to the sales page (because very, very few people buy anthing much at their first visit to a sales page!) - of course, this is part of the reasons why list-building is so important even for a "one-shot deal";

    (ii) Make increasing sales (ideally at progressively higher prices) to the same "captive audience" who regularly rely on and trust your recommendations - that's actually where most of the long-term income is, in marketing;

    (iii) Establish the credibility and trust necessary to do both the above by earning's people respect as a provider of niche-related information.

    Without building lists, of course, you can't do any of the three and you'd just be throwing away almost all the traffic you ever generate that doesn't buy anything immediately. And that's almost everyone!

    It would be just like trying to run the bath without putting the plug in the hole before opening the taps.

    What kind of way to run a business is that?

    For most people, most of the time, it's just about as simple as that, overall.

    These three threads are more informative ...

    Is it a good idea to spend some time on building a mailing list ?

    Without Building a List, How Consistent is Your Income from Affiliate Marketing

    Does anyone even make money online without an email list?

    .
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    • Profile picture of the author Steve B
      I would add a couple of things to the excellent advice you've been given above. I'm not much of an affiliate marketer. I prefer to sell my own information products and recurring memberships. Nonetheless, what Lexy has given is solid advice for both affiliate sales and your own product sales.

      In addition,
      1. First time prospecting and contacting, IMO, is quite a bit more expensive and less productive than marketing to people that have subscribed to your lists. It's easy to send value to subscribers - it's much more difficult to contact a prospect and secure his contact information.
      2. Many marketers try to cast a wide net to find interested prospects who will make a purchase. They should be doing just the opposite, IMO . . . narrowing their potential audience down to specifically those that want exactly what the marketer is offering.
      3. The "one shot" method, as you describe it, relies mostly on an impulse type sale - they see it, like it, buy it. But in my experience, very few of my product sales happen in that manner. Most sales come after numerous contacts with the same person. Why is that? Are the prospects out looking for reviews? Possibly. Are they seeing if they can buy the product cheaper elsewhere? Possibly. Are they waiting until payday when they have money to spend? Possibly. Are they not convinced about the product and want to spend some more time doing research? Possibly. Whatever the reason, selling to a list allows for followup so you can catch the non-impulse buyers.
      4. Trust. It is often said that people online buy because they know, like, and trust the seller. If a prospect is "one and done" the trust factor doesn't work in favor of the marketer.
      5. Authority. If you have a list that you're nurturing, you can, over time, demonstrate your authority in the subject of your product. it's very difficult to do that in a "one and done" moment. Authority, IMO, helps both trust and credibility and helps to remove the fear or risk to the buyer that the product won't work or that the seller doesn't know what she/he is talking about.
      6. Back end sales (repeat sales after the initial sale) are more likely to occur with a prospect that is nurtured over time, IMO. Hit and run sales (one-time only) often end the relationship between buyer and seller. In many online businesses, back end sales are the bread and butter of the vendor.
      Of course, you will have to decide what works best for you. I know the one and done approach seems simple, easy, and less hassle. It probably is. But IMO, it's a lot less likely to provide you with a full time income.

      The very best to all of you,

      Steve
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  • Profile picture of the author Victor Edson
    It depends on how you're using the content.

    If you're selling a cook book and not selling more cook books in a funnel, you're leaving a lot of money on the table. On the other hand if you're selling a book to build your brand then technically you're focusing on the relationship which owns everything else.

    In my experience... building a list gets a higher conversion rate on the front end, higher commissions from more products being sold and retains the leads for future promotions of my own or other products which can be even more profitable in the long term.

    So I'd counter your question by asking.... why not build a list?
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