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Strategy Question

by KingOfContentMarketing
6 replies
I have a client that is an expert skeet shooter and has a very popular skeet shooting site where he shares tips and techniques (it's not actually skeet shooting but I don't have permission to share the actual client and niche).

He also sells two skeet shooting video courses by download, one for beginners and one for advanced shooters. I rewrote the copy on the sales pages and sales are up 175% for the beginner video and 87% for the advanced.

So far, so good. Now we are revamping the autoresponder copy. He wants to offer occasional discounts on the videos to the email subscribers. However, he is concerned this might piss off customers that already purchased them at full price.

I don't recommend discounting the videos at all. Instead, I would offer different bonuses depending on the current promotion. For example, he could add in a free video interview with a top shooter who gives advice and tips. Later, he might use a quality free report as the bonus.

What would be your advice in this situation?
#question #strategy
  • Profile picture of the author Pusateri
    Your advice to your client is exactly right. Discounts are a dangerous, addictive drug. His customers will get used to it. Then he will find himself upping the frequency and dosage chasing that old high.

    People who paid full price WILL be pissed off. No way to build a relationship. Time limited bonuses work well. I use them all the time to good effect.
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    • Profile picture of the author TheNightOwl
      Hi, Joe

      Another vote of support for the advice you gave. I love this; spot on:

      Originally Posted by Pusateri View Post

      Discounts are a dangerous, addictive drug. His customers will get used to it. Then he will find himself upping the frequency and dosage chasing that old high.
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  • Profile picture of the author RHert
    Pusateri is right. Discounts are dangerous. Your suggestions are right on.
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  • Profile picture of the author Beverley Boorer
    That advice sounds right to me. From any customer's perspective, it would be natural to be really annoyed to finnd you paid the full price and could have got a discount.
    As an Aussie I have never heard of skeet shooting. Can someone tell me what it is?
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    • Profile picture of the author KingOfContentMarketing
      Originally Posted by Beverley Boorer View Post

      That advice sounds right to me. From any customer's perspective, it would be natural to be really annoyed to finnd you paid the full price and could have got a discount.
      As an Aussie I have never heard of skeet shooting. Can someone tell me what it is?
      Trap shooting with clay targets.

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  • Profile picture of the author TracyNeedham
    If the client is hardheaded and insists on doing the discounts, then make sure he segments out the people who already bought--that includes eyeballing the two lists to check for people like me who use a different email address for subscribing and buying.
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