Ever since I read Sonia Simone’s Is Your Tribe Holding Your Down? post on Copyblogger, I have been fascinated to learn more about the “third way” marketing approach which takes all the good “tribe building” skills which Sonia says the Cool Kids have (many of whom are broke) and the “actually make money from your business” knowledge known by internet marketers (many of whom are rich but can verge on morally corrupt).
As I move forward marketing new programs and services in my own business, one thing has become clear to me: it is incredibly difficult to strike a perfect balance between sharing information openly, without a tremendous amount of hype, and at the same time, using ethical means of persuasion that help people make a decision to buy.
In my moments of agony, as I imagine all the terrible things that will happen to me if I use a red headline in a sales letter, a quiet voice persists: By doing the same things you have always done, you will never experience true growth. Not only financial growth, but personal growth.
I think we are at a very interesting time in small business history where we have both an urgent need to implement business models that work (due to the economy) and an intense aversion for palm tree/fast cars/get-rich-quick sales letters that promise instant fortune with little effort.
When I attended South by Southwest Interactive Festival this year, I spent time with both Naomi Dunford of Ittybiz (who was one of a fabulous band of roommates) and Sonia Simone of Remarkable Communications and Copyblogger. I came away from a series of conversations with them convinced that if any two people could figure out an intelligent path through the “poetry vs. cold commerce” chaos of online marketing that they could. Naomi makes me laugh so hard my sides hurt. And she is brutally pragmatic and honest about small business, which I appreciate very much. Sonia has an amazing way of wading into the snake-laden pits of hardcore internet marketing and bringing back gems of useful information.
So I was happy to hear that they created a new program called Marketing for Nice People that is basically small little tweaks which, when implemented, can double your business.
This resonates with me because I have experienced it in my own business.
As a small example, when I used to offer only an hourly rate for coaching, I would have to talk to quite a few qualified prospects to get someone to commit to signing up. As soon as I switched to coaching packages (bundles of hours), my conversion rate improved dramatically. Not because I changed my approach to coaching, or implemented a magic technique, but rather because I made it easier for my prospects to buy what I was selling.
So if you relate to their target market description which is:
You’re far enough along in your business that you’ve already done a lot of work. But it’s not quite there yet.
You’re seeing a response, but it wasn’t the response you were hoping for. You need to do better. You’re pretty sure you can do better. But you’re not sure exactly, um, how.
Here is what is covered, directly from their sales letter:
Get more people in the door
More traffic, more eyeballs, more attention. You can do everything else perfectly, but if no one shows up to see what you’ve got, nothing else works. That’s why this is Week 1 in the course. (Remember, you don’t need a FLOOD of new traffic. You just need to take things from, say, 100 new visitors a week to 112. Sound workable?)
Turn more prospects into paying customers
If a million people visit your site and none of them buy, that’s not really any fun at all. This class will be very nuts and bolts. Conversion’s one of the most important things you can learn, and fortunately it’s also one of the most straightforward.
So let’s say you’re converting 10% of visitors into buyers. We just need to bump that to 11 or 12%. Not scary.
Make more money per sale
So your average sale right now is $20. Think you could increase that to $23? Yeah, so do we. We’ll give some specific strategies.
Throw less time away
This one gets a little scary, but we’ve got you covered. Trust us, this is not about becoming some kind of freakish productivity superman. This is about, if you have 4 decent hours of work in you a day, maybe nudging that to 4 1/2.
Or even better, getting 4 1/2 hours’ worth of work, without spending any more time.
After the sale
Tons of opportunity here. The only hard part will be limiting your repeat and referral business to just a 12.5% increase. I’m not even kidding.
Creating more love
A better bond with your customers, a stronger relationship, the kind of crazed loyalty that means your people won’t even think of wandering off.
It can be tricky to measure, but it’s not hard to do. (And doing business this way is about a zillion times more fun.) Tons of ideas for how you can be a hero to your customers without exhausting yourself or cutting your prices to Wal*Mart levels.
Personally, I am totally excited that they have put this program together. I trust them. I need to learn all about tweaking so I can be of better service to my clients who are launching businesses, but who don’t want to feel like sleazeballs.
If this sounds good to you, you don’t have a lot of time to dilly-dolly. The program closes at the end of the day tomorrow (Tuesday, May 26), or as soon as they reach 500 registrants, whichever comes first.
Learn more about the program here*:
Here is what I think about investing money in an educational program: when you give someone your money, make sure you can get it back, many times over. This is what is referred to as return on investment, or value proposition. Information products such as these only work when you actually listen to the information and apply it. I think they have designed a program that will really make a difference for the right business owner.
*I used an affiliate link since Naomi told me she would physically twist my ears if I didn’t start to use them with people I trust. Joking aside, I feel great about recommending Naomi and Sonia.