How to tap into a little-used sales trigger for fun and profit...
But here's one that some beginning marketers overlook: The desire to collect.
Obviously, if you're selling collectibles (like baseball cards, for instance), then you're effortlessly triggering that desire. But what about people who sell information products?
First off, your consumers are, well... consumers. If you find the rabid consumers in your niche, they'll "collect" all the info they can get their hands on. Look in the WSO forum and you'll see lots of collectors making themselves known. But these folks are in every niche. (I'm that way with dog stuff, as I have lots of dog books on my shelves.)
Secondly, once you get established in your niche, some folks will "collect" everything you put out. Basically, they've become your fan. If it has your name on it, they want it.
So, those two points cover your consumers and you. But what about your product?
Yes -- you can trigger the desire to collect, even if you're a no-name newbie in your niche!
There are lots of ways to do it. Let me share a few (and you can feel free to chip in with your own favorite methods)...
Triggering the desire to collect, method 1
Create a sequential series of paid products.
Example -- {name of product} Volume/Part 1, {name of product} Volume/Part 2.
People who buy Volume 1 will feel compelled to complete their collection and buy all subsequent volumes.
Triggering the desire to collect, method 2
Let's take the previous idea and kick it up a notch.
You create Volume 1 and give it away for free. Then create Volume 2 as a paid product.
NOTE: If you only read one thing in this post, read method 3 below.
Triggering the desire to collect, method 3
Here's my favorite. Here again we take the previous idea and kick it into high gear...
You create Volume 1 and give it away for free.
You create Volume 3 -- yes, #3 -- and give it away for free.
You create Volume 2 and offer it as a paid product.
You see what happens? Now you have all these prospects who have Volume #1 and #3, but they're missing the middle one. That causes a little psychological discomfort, especially for the Adrian Monks in your niche. And so they have to buy Volume #2 just to complete their "collection."
Naturally, you can make these even more powerful by:
-- Whetting people's appetite for Volume 2 from within the pages of Volume 1. For example, you'll say things like "In Volume 2 you'll discover how to [insert benefit].
-- Mentioning Volume 2 from within the pages of Volume 3. For example, you'll say things like, "Refer back to page 15 in Volume 2 for complete instructions..."
In other words, you assume the reader already has Volume 2. So you tell people to refer back to it for specific tips, hints and tricks.
Let me give you a more specific example. Let's suppose you have a weight loss guide with three volumes. In Volume 3 you might say things like:
"Use the meal plan and recipes in Volume 2..."
-- Or --
"Remember that secret fat-burning drink I told you about on page 22 of Volume 2? For best results, you need to drink it with the first two meals of the day."
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Enjoy flipping the trigger.
Cheers,
Becky
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