I'm putting together a 'Free Book Plus Shipping & Handling' funnel, and would love to have your input.
I run an Airbnb management company. As you can imagine, due to COVID, the travel industry right now is very challenging.
On the bright side, it's given me some time to think about new marketing techniques to continuously bring in new leads even whilst times are quiet, in the hopes of converting a decent portion of them to our primary offer upon the market picking back up.
Previously, we were simply giving away a free eBook and getting qualified leads at $1.50, which we were happy with.
Unfortunately, we don't have the freedom now of spending endless amounts on lead generation, especially when we can't really convert them now.
This is what brings me to wanting to create a 'Break-even' funnel.
I've read all of Russell Brunson's books, and they've been a huge eye opener for me.
For my MVP (seeing as we already have an ebook), my team is putting together some online courses which will be of great value to the Airbnb community (esp during the pandemic). We're using the eBook as the opt-in, and a $47 course as the Tripwire (then ultimately a $197 upsell once we complete the next course).
One thing I've been seeing a lot of in this group is the idea of identifying the BUYERS, not just the PROSPECTS.
I love this concept, which is why I want to go down the path of creating a lower price point tripwire of $7 (physical book), to appeal to a wider audience of BUYERS (people who are actually willing to pull out their credit card), versus people who are just window shopping.
- Free opt-in > $47 tripwire (course)
- Free opt-in (possibly) > $7 tripwire (physical book) > $47 OTO (course) > $197 OTO (course)
My goal here is not to make money on the front-end, but merely break even on marketing spend. Our primary product is worth ~$8,000 pa, so the goal is to bring in leads for free and convert them to the primary offer when the time is right.
So I've got a couple of questions for you experts out there, to hopefully give me some further clarity:
1. What do you see as the main advantage to this physical book funnel model, versus selling an eBook for $1.99 or versus our current funnel of opt-in to $47 tripwire?
2. With the 'Free book plus shipping & handling' funnel, would you still push people to a free opt-in page first, THEN to the tripwire? Or would you push to go direct to the tripwire?
3. Have any of you had experience with self-publishing? If so, it would be a great insight to hear of the pricing breakdown to actually send out each book. I'm looking at a small 65 page paperback.
Looking forward to hearing your thoughts.