Do you know why people buy from you?
What part of your offer put them over the edge? Let's face
it, you worked for a long time on your sales copy. You
created bonuses, designed a guarantee, sweated over the
benefits and how to communicate them.
But which of those factors really connect with the buyers? What
actually motivated the purchase?
If you knew, you could pump up the benefits and the parts
of your offer that really drive sales. But how can you
tell?
Actually, it's very easy. You just ask.
I do it every day and it takes me virtually no time or
effort to get unbelievable information. How?
I add a simple email to my autoresponder series immediately
after a customer purchases.
Sample Email Request
===========================================
Hi {firstname},
It's Charm here, from CBmall.
I'm doing a bit of market research.
Can you tell me how you found out about CBmall? Was it a
Newsletter? Ad? Search engine? Do you remember who referred
you?
Or perhaps you were reading the 15 Powerful Ways CBmall
Makes You Money?
And what specifically made you decide to make the
investment? What was the benefit that put you over the edge
and turned you into a buyer?
This is important, because soon you will be sending traffic
to the mall and this may help the CBmall sales information
get better. Which will help you make more money.
Please just reply to this email with the answers.
Thanks so much for your help,
Charm Brewer
==========================================
Every day these emails go out and every day I get valuable
information. To me, finding out why people buy is more
important than why they don't. (although I try to find that
out, too) That's because there are so many reasons a person
may not buy, many of which are beyond my control.
But knowing what turns on buyers is a huge benefit to me as
I fine tune the copy. For example, here are some of the
comments I get:
**** The Results Provide Great Customer Insight ****
"I read all the info and I liked the fact that I did not
have to create a web site and a bunch of other stuff. I am
new to internet marketing as well as being technically
illiterate but I figure I can follow instructions for the
most part and you offer the support I will need."
"Personalized autoresponder and newsletter."
**** What You Can Learn ****
OK let's look at this small sample to see what I can learn
from it.
* I have a lot of beginners who don't have a web site of
their own. I should continue to highlight this feature.
* People like the fact that there is a built-in
autoresponder that helps them make sales. It means they get
multiple chances to sell. Perhaps I should promote this more.
* My eBook and eCourse, 15 Powerful Ways CBmall Makes You Money, is working.
* Look at the last message. This is evidence of how
important follow-up is. This person waited 3 months before
she felt comfortable ordering.
* My guarantee is very important.
While I can only show you a small sample here, there are
many more that echo these thoughts. Put them together in
your head and you can see clear trends about what features
come up most frequently. For me, ease of use, the ClickBank
affiliation and the personalized autoresponders are the
most common reasons people buy. I have adjusted the sales
copy to highlight these features.
What will you find out?
Note for ClickBank affiliates: If you use ClickBank, you
know that you get the email address of your customers. You
can use that to send a quick email requesting this
information.
A word about timing: I have found that this works really
well if you send the email out immediately after the
purchase. Mine goes out at the same time the thank you
email goes out.
This way, the reasons are still fresh in
the customer's mind, and they are in a very cooperative
mood - often quite excited from their purchase and anxious
to do anything to help.
How to reply: I set up a simple macro so that I can just
hit reply, activate the macro, and hit send. It just takes
a few seconds. Mine just says:
"Thank you for helping out with your input. I really
appreciate it. I look forward to helping you make extra
money with your new CBmall."
That's all you need, but you should be sure to acknowledge
their answers with a reply.
**** How This Helps Your Affiliate Program ****
Here's another great fringe benefit of this tactic. Often
customers will specifically mention the newsletter they
were reading or the web site they were visiting that first
told them about CBmall.
When they do, I will frequently copy the email and send it
to that newsletter or web site owner. Since these people
are my affiliates, it's a great way to show them how their
CBmall promotions are working. It also shows them I am
paying attention to their business.
Remember that "mind share" is important in keeping your
affiliates active and promoting your products. I've
garnered considerable good will through these quick little
messages.
**** Summary ****
In summary, while ad tracking is vital to learn WHERE your
business is coming from, an autoresponder message to find
out WHY you got your business is often just as valuable.
Implement this simple tactic and give yourself a better
understanding of what is working for you. Use that
knowledge to fine tune your site for maximum conversions.
Resource Box: Jeff Mulligan has an MBA and 25+ years of
marketing experience as an ad agency Senior VP and VP
Marketing. Jeff owns CBmall, a site that provides 15
different ways for ClickBank affiliates to earn income on
thousands of ClickBank InfoProducts.
marketing experience as an ad agency Senior VP and VP
Marketing. Jeff owns CBmall, a site that provides 15
different ways for ClickBank affiliates to earn income on
thousands of ClickBank InfoProducts.
Charm Brewer
charmb10@gmail.com
SKYPE:charody3
