This post is part of the 📖 Your First 100 series.
Today I am reading second chapter of the book Your First 100: How to Get Your First 100 Repeat Customers (and Loyal, Raving Fans) Buying Your Digital Products Without Sleazy Marketing or Selling Your Soul written by Author, Meera Kothand.
What if you had a pool of repeat customers and loyal, raving fans waiting to buy EVERY SINGLE ONE of your digital products?
What if you never had to chase or wonder where the next sale of your digital product is going to come from?
What if you knew exactly how to turn first time visitors into subscribers and then loyal customers who stay and buy again and again and again?
The Book Your First 100: How to Get Your First 100 Repeat Customers will allow you to discover how to take the brand and business you have right now and transform it into one that has the potential to build repeat customers and loyal, raving fans..
Yesterday, I started to read How Your Digital Products (and offers) Can Pave the Way for Your First 100 Repeat Customers and Loyal, Raving Fans section from the book Your First 100.
Up to now, we understand that just like a brick and mortar business, your online business has several points of interaction with your audience. These brand interactions are called touchpoints.
We understand there will be 5 touchpoints and as well as 5 core areas which anchor and impact your touchpoints.
- Pre-Touch Point
- Premier (First) TouchPoint
- Pivotal TouchPoint
- Prime TouchPoint
- Post TouchPoint
- Email Marketing
- Digital Products (and Offers)
- Selling Practices
CREATE A PRODUCT ECOSYSTEM
A product ecosystem is when one product feeds into another. One product helps them take the first step in getting rid of one facet of the pain point.
Once they’ve done that, your next product helps them eliminate the pain point’s next facet.
By splitting your transformation in this way, you’re making it easy for your audience to become repeat buyers.
KILL THE CRICKETS
Launching to crickets.
That’s the biggest fear. There’s a simple way to get rid of this fear.
Get your audience to make a micro-commitment.
What do micro-commitments look like with digital products?
This is where you get them to sign up for a waitlist or VIP list or a challenge related to your offer.
A VIP list is a simple page with a sign-up form that gives a sneak peek of what your offer is about.
It gets your ideal buyer excited. It creates hype, and having them make an effort to sign up is a micro-commitment on their part.
DEALING WITH INTERNAL VALUE MATTERS
People want to feel good about the money they spend and purchases they make.
People also have a baseline expectation of “price to value” in their heads.
When the value exceeds the price they paid, you have a happy buyer. You retain their trust, and they potentially go on to become repeat, loyal customers.
If the price exceeds the value they think they received, you have a disappointed customer, and they lose trust. But here’s a mistake most people make.
They think they can pack massive amounts of information and value in their digital products and price their offers real cheap.
That would make your customer happy. Well, not quite.
The promise of your offer has to be aligned with your price point. That’s what matters.
- Do you have impulse products which give a taste of your paid products?
- What can you add as loss leaders or trip wires?
- Analyze each of your products. Does each offer give a clear promise or outcome potential customers can expect? Does it align with the underlying drivers discussed in this section?
- What do you need to change your offer in terms of positioning?
- Do you have a welcome onboarding sequence for buyers?
- Do you provide sufficient support and have enough content to address different questions your ideal buyer may have before a purchase?
- Do you direct them to a “Thank you” page or one-time offer page after sign-up?
That’s it for today. I will read the next section “How Your Selling Practices Can Pave the Way for Your First 100 Repeat Customers and Loyal, Raving Fans“
Author(s): Meera Kothand
Part 12 of 16 in the 📖 Your First 100 book series.