Selling A High Ticket Item Via Email

9 replies
Hey,

My newest experiments involve selling a high-end ($497) course from a vendor via email.

I'm wondering if anyone has an ideas on how to structure the A/R series for maximum impact.

I assume not too many people will buy right off the bat, so I'm prepared to create quite a few emails.

I'm using Facebook Ads and a high-conversion squeeze page to grab the leads (55% optin). I'm promising them 'help in 60 days' to ensure they have some amount of motivation to follow through in a reasonable timeframe.

I'd love to hear suggestions.
#email #high #item #selling #ticket
  • Profile picture of the author Alexa Smith
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    Just an observation, but for myself, I wouldn't be using a squeeze page to build the list, for a $497 product. I'd be using a content-rich page on a content-rich website, and pretty confidently expecting, that way, to build a smaller but far more responsive list: http://www.warriorforum.com/main-int...ml#post7939758

    I admit I've almost never tried to sell a $497 product as the first product promotion to cold traffic - more likely mostly to people who have previously bought something like $47 and $97/$197 products on the strength of my recommendation. But it can be done, of course. http://www.warriorforum.com/main-int...ml#post8532859

    Good luck with it!
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    • Profile picture of the author PerformanceMan
      Originally Posted by Alexa Smith View Post

      Just an observation, but for myself, I wouldn't be using a squeeze page to build the list, for a $497 product. I'd be using a content-rich page on a content-rich website, and pretty confidently expecting, that way, to build a smaller but far more responsive list: http://www.warriorforum.com/main-int...ml#post7939758

      I admit I've almost never tried to sell a $497 product as the first product promotion to cold traffic - more likely mostly to people who have previously bought something like $47 and $97/$197 products on the strength of my recommendation. But it can be done, of course. http://www.warriorforum.com/main-int...ml#post8532859

      Good luck with it!
      Thanks I've moved away from content-rich websites just because I can't keep up with the demands for content production! It's taking me 4-6 hours to make blog posts and I've lost my patience for it

      My thinking is this: at some level it takes just as much work to sell a $30 product as it does to sell a $500 one, as long as you target the right people.

      I'll check out that thread

      I'll check out those threads and
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      • Profile picture of the author Alexa Smith
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        Originally Posted by PerformanceMan View Post

        I've moved away from content-rich websites just because I can't keep up with the demands for content production! It's taking me 4-6 hours to make blog posts and I've lost my patience for it
        Yes - there is that! :p

        (It's suitable for article marketers, because we have the content anyway, to be able to generate the traffic).

        Originally Posted by PerformanceMan View Post

        My thinking is this: at some level it takes just as much work to sell a $30 product as it does to sell a $500 one, as long as you target the right people.
        Yes, I think there's a lot of truth in this, albeit that you (often) need to sell them to different people, and that (in some cases) it's a little bit of an oversimplification. But I do hear you.
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        • Profile picture of the author PerformanceMan
          Originally Posted by Alexa Smith View Post

          Yes - there is that! :p

          (It's suitable for article marketers, because we have the content anyway, to be able to generate the traffic).



          Yes, I think there's a lot of truth in this, albeit that you (often) need to sell them to different people, and that (in some cases) it's a little bit of an oversimplification. But I do hear you.
          Agreed. The main reason I'm using Facebook Ads more and more is because I really like the 'interest' targeting and demographic targeting as opposed to the old school 'keyword targeting.' People aren't always 'searching' for solutions.

          This way I'm targeting people who are 1) educated 2) over 40 and 3) are into writing either as a career or to enhance their careers. That means they expect to pay for information, because they want to get paid for it too.

          The vendor's landing page is also extremely professional and high quality so they will probably expect to pay extra.

          I'm also experimenting with .80 cent email submits with a different demographic The world of affiliate marketing really does have infinite possibilities
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          • Profile picture of the author marciayudkin
            This way I'm targeting people who are 1) educated 2) over 40 and 3) are into writing either as a career or to enhance their careers. That means they expect to pay for information, because they want to get paid for it too.
            The bolded sentence doesn't follow at all.

            For example, people in academia or highly influenced by academia are not prepared to pay for information. In their world, people share information for free. Libraries get them what they want to know.

            I used to run a writing group for university professors and they were all fascinated with the idea of getting paid for their expertise outside of academia. They had absolutely no experience of it, either as a recipient or as a payer.

            My experience is that the best audience for high-ticket items is people who are already well accustomed to paying for information. From what you've said, it doesn't sound to me like you have a winning proposition.

            Marcia Yudkin
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            • Profile picture of the author PerformanceMan
              Originally Posted by marciayudkin View Post

              The bolded sentence doesn't follow at all.

              For example, people in academia or highly influenced by academia are not prepared to pay for information. In their world, people share information for free. Libraries get them what they want to know.

              I used to run a writing group for university professors and they were all fascinated with the idea of getting paid for their expertise outside of academia. They had absolutely no experience of it, either as a recipient or as a payer.

              My experience is that the best audience for high-ticket items is people who are already well accustomed to paying for information. From what you've said, it doesn't sound to me like you have a winning proposition.

              Marcia Yudkin
              Thanks for your comment.

              I'm not targeting people in academia. I'm dealing with college educated people who either want to use writing as a way to enhance their careers or to become a career for them.

              They know that 'expert status' will help make them more money. Therefore, I reason, they should be understanding of the fact they need to pay an expert for expert advice on becoming an expert.

              I agree that I would prefer to target people who are already accustomed to paying for information. I'm not sure how I can translate that in the Facebook Ad platform. If you have any ideas, I'd love to hear them.
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              • Profile picture of the author JohnMcCabe
                Originally Posted by PerformanceMan View Post

                My thinking is this: at some level it takes just as much work to sell a $30 product as it does to sell a $500 one, as long as you target the right people.
                Taht statement, while true, is incomplete. It does take as much work to sell a high end product as a lower priced one, as long as you target the right people in the right way.

                As Alexa commented, this is likely to be different people in your receptive market, and I'll add that you may have to approach them a bit differently than the $27 ebook crowd.

                Originally Posted by PerformanceMan View Post

                I agree that I would prefer to target people who are already accustomed to paying for information. I'm not sure how I can translate that in the Facebook Ad platform. If you have any ideas, I'd love to hear them.
                One way is to look for people by profession, and target professions with continuing education requirements - lawyers, doctors, insurance brokers and agents, etc. Or look at professions that rely heavily on written communications, such as B2B sales reps, occupations that depend on grant proposals, and so on. Yet another way is to search for people who list their occupation as 'writer' or 'author'...
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  • Profile picture of the author Fun to Write
    I think you do have a viable market that you are targeting. You come across as realistic in your expectations to attract buyers.

    There are people that pay for information to become better writers. You just need to zero in on these types. I suggest you create or find an information guide that sells for $15 to $45 and promote that first. This will give you a list of buyers.

    You can then upsell those buyers on the $497 course.

    The content you provide in the emails does need to create value while establishing you as an authority figure they can trust to lead them in the right direction.
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  • Profile picture of the author PerformanceMan
    Excellent answers, gang

    Good points, John, Profession and 'area targeting' can probably help you determine better prospects.

    I agree about B2B Sales, very good point. Those prospects are perfect. Now I can target six figure sales reps who are into 'success' and improving theirs.
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