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(FUNNEL ADVICE) Free Book Plus Shipping & Handling

by Jordan H
16 replies
Hi all,

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.

Current MVP
- Free opt-in > $47 tripwire (course)

Goal
- 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.
#advice #book #free #funnel #handling #shipping
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  • Profile picture of the author Jason Kanigan
    Jordan:

    First of all, good for you for reading, studying and knowing you need to understand your numbers.

    As straightforward as that may sound, it is beyond where most people get.

    We recently had a S&H thread: https://www.warriorforum.com/main-in...hese-days.html

    I have a couple posts in there explaining details from experience. You already know most of it, but there are a couple nuggets from myself and other contributors.

    The reason you go with a physical book rather than ebook is perceived value. Therefore your price can be higher, and you have an easier time making your cost of customer acquisition on the front end $0... or even pay a little for itself.

    Using a book as a marketing/awareness tool is a powerful idea. With a good, 4-5 figure+ offer on the back end, it is one of the insanely best ROI marketing tools out there. 7+ years of experience with it, with clients and my own services. Consider if it costs you a whopping $20 to get your book into their hands. Even if they never read the thing, it does its authority job. Cost of Customer Acquisition? Say you send 50 of those things out there, generate 5 conversations and get 1 X $8000 client. Your COCA is coming from somewhere whatever you do, and this is a lot easier than other methods. Plus your book continues to do its job! It doesn't disappear like a prospecting call--it stays on the recipient's shelf or desk and occasionally gets picked up and talked about.

    A final suggestion: ask your question, or at least the self-publishing book question, in the Offline subforum. Most of the "real" business owners are in there. Claude Whitacre is someone you want to ask for sure.
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    • Profile picture of the author Jordan H
      Hi Jason,

      Thanks for sharing your thoughts.

      I'll definitely check out the other threads and post this again in the offline section.

      In relation to eBook vs physical book, that makes a lot of sense. Our target audience is also 55-75 year old business owners, so I think a physical book would add a lot of credibility and they'd be more likely to read it.

      I've reached out to a few fulfilment companies in my area. The cost is much more than expected for storage, pick and pack, plus delivery. I'm a complete novice when it comes to shipping, so maybe I need to look at some alternatives.

      Any advice in this respect would be greatly appreciated.

      Thanks
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      • Profile picture of the author Claude Whitacre
        Originally Posted by Jordan H View Post

        In relation to eBook vs physical book, that makes a lot of sense. Our target audience is also 55-75 year old business owners, so I think a physical book would add a lot of credibility and they'd be more likely to read it.

        Another reason for a physical book is that they convert much better than a Kindle book. My books on Amazon are mostly there to generate sales for sales training, consulting. I sell 4 e-books for every one physical book. But all the actual customers came from the physical book buyers.

        You can also sell it on Amazon (at a higher price, to justify the free offer)

        Make sure your upsells are in the same cart, the same transaction as the tripwire.
        Fulfillment companies? The cart before the horse. First, make sure you need a fulfillment company. If you are sending out 10 books a day, why bother with one?

        As far as printing books 48hrbooks.com is used by many self publishers. You can also just have Amazon print on demand, and you can buy books wholesales from them for a few dollars each. You send them a file, and they print the books one at a time as they are ordered.

        My suggestion is to get a small supply printed (maybe 100), so you aren't stuck with 5,000 copies in your store room.

        By the way, market to them while they wait for the book. They are hot the day they order the book, not when they receive it. Videos are a good way to establish authority and build a bond while they wait for the book. The book will sell. But the book is just a thing for them to send for that makes them a customer. The content of the book better impress as well. A "sales presentation" book will hurt sales.

        I agree with Jason, this should be in the Offline Forum.

        Added later; I reread the original post. What are your results with the E-book? I wouldn't spend a lot of time or money on building a funnel until I knew there was at least some demand for the information I was selling.
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  • Profile picture of the author animal44
    Originally Posted by Jordan H View Post

    Unfortunately, we don't have the freedom now of spending endless amounts on lead generation, especially when we can't really convert them now.
    I'm curious, what makes you think your audience wants a physical book?

    When did you last buy something from someone because they published a book...?
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    • Profile picture of the author Claude Whitacre
      Originally Posted by animal44 View Post

      I'm curious, what makes you think your audience wants a physical book?

      When did you last buy something from someone because they published a book...?
      Maybe a first question might be, how does he know that the industry is interested in marketing information at all? How have they responded to the e-book offer?

      But why a physical book instead of an e-book? (or a book instead of a report or video).

      Most people that send for the book won't open it. And most that open it won't read all of it. The book is a tool to show authority in the subject (industry). Of course, the title the book is given will determine how useful it is in generating leads.

      But a physical book, especially for the older crowd, is a real book. Most older readers still think that if you wrote a book that's printed, you must be an expert in the subject.It makes you a minor celebrity.

      A huge advantage of a physical book is that it can be mailed. And that way you get the name and address. With an e-book, you just get the e-mail address.

      And with a physical book, you can justify a "free book with shipping" offer. I've seen it with e-books. But it's a convoluted pitch that doesn't work as well. You have to say something like "We just charge you what the shipping would be if this were a physical book". I suppose it can work, but not as convincing of an argument.


      Nobody will buy because you published a book. But they will buy faster and easier if they know you wrote a book that applies to them. Books open doors. Not because of the book, but because you are an expert, and an author.

      The only negative about a book is that most people aren't readers. But most people that take courses, and buy marketing programs are readers. In fact, it may be the only type of industry (information marketing) where they need to be a consumer of information to buy anything at all.

      With all that said. Only a very small percentage of the people in any industry are buyers of marketing programs. But a book on their industry is an excellent way to identify them, and separate them from the pack.

      Another advantage of having a book with your name on it is that it gets you interviews. And interviews (in your industry) are the best free way to generate leads that easily convert, in my experience.
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      • Profile picture of the author Jeffery
        Originally Posted by Claude Whitacre View Post

        Maybe a first question might be, how does he know that the industry is interested in marketing information at all? How have they responded to the e-book offer?

        But why a physical book instead of an e-book? (or a book instead of a report or video).

        Most people that send for the book won't open it. And most that open it won't read all of it. The book is a tool to show authority in the subject (industry). Of course, the title the book is given will determine how useful it is in generating leads.

        But a physical book, especially for the older crowd, is a real book. Most older readers still think that if you wrote a book that's printed, you must be an expert in the subject.It makes you a minor celebrity.

        A huge advantage of a physical book is that it can be mailed. And that way you get the name and address. With an e-book, you just get the e-mail address.

        And with a physical book, you can justify a "free book with shipping" offer. I've seen it with e-books. But it's a convoluted pitch that doesn't work as well. You have to say something like "We just charge you what the shipping would be if this were a physical book". I suppose it can work, but not as convincing of an argument.


        Nobody will buy because you published a book. But they will buy faster and easier if they know you wrote a book that applies to them. Books open doors. Not because of the book, but because you are an expert, and an author.

        The only negative about a book is that most people aren't readers. But most people that take courses, and buy marketing programs are readers. In fact, it may be the only type of industry (information marketing) where they need to be a consumer of information to buy anything at all.

        With all that said. Only a very small percentage of the people in any industry are buyers of marketing programs. But a book on their industry is an excellent way to identify them, and separate them from the pack.

        Another advantage of having a book with your name on it is that it gets you interviews. And interviews (in your industry) are the best free way to generate leads that easily convert, in my experience.
        ^ This, That and the Other. ^
        The other being the interviews with highlighted mentions on a website creates additional levels (plural) of authority. The idea is to not only cement your authority, yet also to re-purpose your authority.
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      • Profile picture of the author animal44
        Originally Posted by Claude Whitacre View Post

        Another advantage of having a book with your name on it is that it gets you interviews. And interviews (in your industry) are the best free way to generate leads that easily convert, in my experience.
        I thought "the best free way" was cold calling...

        Yesterday I made over 4000 sales, and I've never published a book and I don't accept requests for interviews... And edited to say, I doubt if any of those buyers even know who I am...

        I must be doing something wrong...

        OP is on a limited budget and yet spending time, money and effort on something that's not going to give much of a return...
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        • Profile picture of the author Claude Whitacre
          Originally Posted by animal44 View Post

          I doubt if any of those buyers even know who I am...
          .
          That's probably wise.
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        • Profile picture of the author Jordan H
          That's a fair point.

          What would you be spending your time on if you were me?
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          • Profile picture of the author animal44
            Originally Posted by Jordan H View Post

            That's a fair point.

            What would you be spending your time on if you were me?
            What would I do?

            If you've read any of my posts, you'd know my answer - collaborate with non competing businesses...

            But I'd start by understanding my customer base - what are they really buying? Most small businesses don't do this.

            Then I'd look at tackling my limited budget.
            An offer to your existing customer base will normally give you a cash windfall to help with this.

            If you don't have another product to offer to your existing customer base, find someone else who does. And offer it on a profit sharing basis. Everything you earn from this is profit, no overheads.

            If you really want to offer a physical book, then find an author who's already had a best seller. And offer their book as your "Free Book Plus Shipping & Handling". A bestseller from a year or two back is probably making minimal sales now, so you can pick them up for pennies or maybe even for free if you can persuade the author that it's in their interests. And you'd be selling off of their reputation.

            Alternatively, and likely a better idea, you could get the author to promote/endorse your course to their audience on a profit sharing basis. Do you think if the publisher of the "AirBnB Hosting Guide" were to promote/endorse your course to their audience, you'd get a few sales?

            Then I'd be looking at collaborating with as many businesses who sell to the same audience. Imagine if AirBnB promoted your course to their whole customer list. Do you think you'd get a few sales? More than if you published your own book, and set up a funnel, as you proposed?

            Enough to keep you going for a while...?
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            • Profile picture of the author Jordan H
              Great advice.

              Profit sharing with non-competing companies is a good idea for some additional capital to fund marketing spend.

              Thanks for sharing
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              • Profile picture of the author Claude Whitacre
                Originally Posted by Jordan H View Post

                Great advice.

                Profit sharing with non-competing companies is a good idea for some additional capital to fund marketing spend.

                Thanks for sharing
                I would think that these joint venture relationships would be your end game. This is where the big money is really being made.
                Almost all of the Russell Brunson "free book" sales are coming from joint ventures. But also his high end offers.

                All those interviews he did when he launched each of his books was with a joint venture partner.

                The end game is to only market to established buyers of what you sell. That is the closest to a guaranteed profit you can get. So you mail (or e-mail) other's offers to your list...and they mail your offers to their list.

                This isn't how you raise money for other marketing. This is how you get wealthy and retire.
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      • Profile picture of the author Jordan H
        You make some great points Claude.

        Firstly, to address your question about the eBook. We're getting $1 CPL for an email address.

        But you're 100% right in relation to the authority a physical book gives you. People are definitely more likely to actually read the book if;
        1. They've paid for it
        2. It's sitting on their desk

        Plus, as mentioned, I'm targeting an older audience who as you say, "Most older readers still think that if you wrote a book that's printed, you must be an expert in the subject.It makes you a minor celebrity."

        Interesting you say that you sell 1 physical book for every 4 ebooks, yet all your customers come from physical book sales. I suppose this is why you want to segregate "prospects" from "buyers" as early as you can.

        Claude, I'll touch on your comment RE consuming information on courses rather than the books in my next comment.
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  • Profile picture of the author Jordan H
    To give you guys an update...

    For the meantime, I don't have time to self-publish a book, but I did want a tripwire offer at that $7 price point to distinguish the "prospects" from the "buyers".

    I will definitely test the physical book concept down the track after I've refined the following;

    Instead of a physical book being the tripwire, I'm still going to use our eBook opt-in to then send them to an online course for $7.

    The course is to get them 'Set-up' on a certain booking channel. From there, they'll need a course on how to operate the channel like a pro. Which is where our upsell will be the $37 course on how to do that.

    1. Opt-in
    2. $7 course
    3. $37 course

    To give you guys an understanding of WHY I'm focusing on this;

    Previously, we were sending out letter-box drops (yes, you heard correctly lol).
    We'd send out 2,000, and would get on average 1-5 new clients.

    Each client would make us $8,000/pa.

    Keeping in mind, only 300 of these 2,000 homes were actually our target audience.

    The ROI was insane, which is why I haven't spent any time delving into this side of things.

    Now, while there is limited demand for our service currently (COVID), I would like to spend the time building a list of qualified buyers, ideally with a break even funnel, so we can capitalize on this list upon everything going back to normal (which is happening slowly thank god).

    We're pressing go on the funnel above today, so I'll keep you all posted on the results as they come in.

    Thanks again for sharing your personal experiences, it's giving me a much greater insight.
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  • Profile picture of the author ewenmack
    After reading your update and the success of physical mailbox marketing,
    I wonder why not combine the offline and online together.

    How it's done is you get a qualified mailing list.

    The names and addresses on that file are then identified by
    the Google Display Network and Facebook.

    You run a multichannel campaign to the same qualified prospects
    for 60 days so that every repeated view gives a higher roi on the previous view.

    Do it online for 60 days and all it costs is between 10 and 20 cents per name for 60 days.

    So when a prospect visits a website that takes ads, your ad shows up to only those
    on your list uploaded to the Display Network.

    Ideally you run it a week before the letter/postcard hits the mailbox.

    A multi-channel approach compared to a single channel approach
    to a targeted/qualified audience typically gets
    a 35% to 55% lift in response.

    Something to think about.

    Best,
    Ewen
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    • Profile picture of the author Jordan H
      Thanks for sharing your thoughts Ewen.

      How would you go about getting that qualified mailing list?
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