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Backend Sequencing

by stanigator
3 replies
I've read from this article about how Double Your Dating products are sequenced (like other coaching or information marketing businesses).
  1. Free newsletter
  2. $19.95 eBook
  3. $97 CD Video Series
  4. $19.95/month Interview Series Subscription
  5. $997-$2,997 Live Bootcamp
  6. $2,997-$9,997 Small Group/Private Coaching

My gut tells me this sequence would not be as applicable to service businesses. Have you happen to see a backend funnel more applicable to service businesses (perhaps something more involved than a small audit to a free sample to a full job), or is it more plausible to productize the service such that you can take advantage of this same ladder?

Thanks in advance for your input.
#backend #sequencing
  • Profile picture of the author Lucian Lada
    The reason this particular sequencing is so fragmented and starts with such a low offer, is because people are usually looking for free advice online. Also bear in mind that this is the beginning of the "Internet Marketing era," way back in 2000 or something (if I recall correctly), so obviously people weren't accustomed to buying advice in this form. Of course they needed to be gently pushed them up the ladder and make them buy more and more expensive stuff. You can't really expect someone to pay you $1,000 for dating advice right off the bat, when up until then the general way of obtaining such advice was from someone more knowledgeable over a beer at a bar.

    For services, however, people always expected to pay money because there is work involved for each client/customer and is generally time consuming and requires quite some skills. And if the services are expected to be costly, there's no reason to start off with a low-ball offer. People are already aware that such a service costs real money, so I wouldn't give them many cheap/free options. Perhaps as a trial, to show them my services are reliable, but just one time.
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    • Profile picture of the author rCaliente
      This is what a back end for a service could look like:

      Capture page that identifies the market and the problem

      Start with info-
      • Education
      ○ On the problem
      ○ On the solution
      ○ Why you above all other options
      • KL&T
      ○ Establish your self/business as credible
      ○ Establish your tone and manner
      ○ Case studies
      ○ Testimonials
      ○ Solidify you/your business is the best option for them

      Identify RWA (Ready Willing and Able) prospects
      • Establish buying criteria
      • Only RWA move on, NRWA (Not "yet" RWA) are nurtured with education and KL&T until they become RWA

      RWA moves on to Bronze offer

      Upsell for additional services at discounted rate
      • Silver
      • Gold

      Consumption
      • Thank them for buying
      • Remind them the made good decision
      • Make sure they know how to access customer service
      • Give tips on making the most of service
      ○ How to maintain
      ○ Tips on what others do
      ○ Ask for tips they have found
      • Get buyer sentiment
      ○ Good:
      § Testimonials
      § Referrals
      ○ Bad:
      § Solve their problems

      Ongoing education
      • Keeping top of mind presence
      • Maintaining status as the best source for solutions

      Update service (if necessary)
      • Time to buy again (repeat loyal customer)
      ○ Reward repeat purchase with add-ons or discount

      Next logical service to offer

      Rinse and repeat
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  • Profile picture of the author n3o
    now you can double your income
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    India Casino Affiliate - Best Casino Affiliate Programs in India
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