One way to quickly build your list is to partner with other authorities in your field.
Lynn Dralle’s latest book has just been released. To kick off sales Lynn offered a bonus to her customers. Her plan was to offer an exclusive, limited time, offer that included information from other established teachers in her field.
Lynn asked several of us to write or create a product in exchange for the opportunity to either up sell her customers or simply build our mailing lists.
When the book launch date came, Lynn was able to email her list and offer them the long awaited book, and as an incentive to purchase right away, a bonus pool of information worth over $350.00. The promotion worked well. When I talked to Lynn, she was very pleased with the response. As a participant in the bonus pool, I was able to easily grow my list by more than 300 names and I am still getting sign-ups more than two weeks later.
This kind of promotion isn’t a new concept — it’s been used for many Internet launches and has proven time and again to benefit both partners. Internet marketer, Tim Knox used the technique to launch a book a couple of years ago that was so successful it hit the #1 spot on Amazon.com in the business book category within a couple of hours.
Here’s the recipe to this highly successful formula.
If you are launching a product:
- Find other authorities in your field — go to trade shows, talk to them on twitter, Facebook or where ever they hang out. Spend time getting their attention. This phase should be started now — even before you have a product to launch
- Once you’ve created a product set a launch date — well in advance — so your partners have time to create a new product for the launch.
- The launch should be limited to a short time period or certain number of items. Lynn’s ran for 48 hours. Once time has run out the offer must be discontinued. The reason is twofold; first people need a reason to act and limited time offers get them purchasing now instead of later. Second, if you don’t take your offer down — your customers and JV partners will know and you’ll lose their trust. No trust, means no future partnerships.
- Approach your target partners. Let them see your product and invite them to join in. Don’t forget to let your JV (Joint Venture) partners know what’s in it for them. Let them know that they can build in an up sell to the product they will offer and that they are free to create a squeeze page to capture email addresses. In the past most products were free eBooks — that partners could embed affiliate links into — but with video and webinars coming onto the scene your partners may prefer to provide a class or video, don’t restrict their choices. The more variety you can offer your partner’s the more likely they are to accept your invite.
- Ask your contributors to put a monetary value on the item — so you can let your buyers know the value of these additional bonuses.
- Be sure to collect their bios, links and photos. You want your customers to know what a great group of authorities you’ve got.
- Offer your partners a chance to become an affiliate so that they will send out an email to their lists — and be sure to collect any affiliate tracking codes you can if your customers purchase the JV’s products.
- Send your partners a pre-written email pitch for the launch product, including an embedded affiliate ID (if possible). If you write the pitch, it’s one less thing that will stand in the way of getting your partners to email their lists.
- If you don’t have affiliate tracking software — don’t worry — eJunkie.com has a simple shopping cart that allows you to set up affiliates — all for $5.00 a month.
If you are asked to participate in a product launch:
- Say yes!
- Create the best product you can. If you want people to come your way offer a quality product that will benefit the recipient. Because you are giving it away free, it doesn’t mean that you can give away junk. An ebook that’s three years old or a product that has no value makes your partner and you look bad. Think of this like a first date, you want to put your very best foot forward — first impressions are important.
- Once the product is created you’ll know how you wish to deliver it. If it’s an ebook, a simple PDF download link will do — If it’s an audio or video, you’ll need to host it somewhere that can handle the potential bandwidth use. (In the first hours you could get dozens or even hundreds of people listening to your broadcast).
- Create a way to capture your customers email addresses. Remember, it’s easier to sell to a customer once they are acquainted with you; you’ll want to send them a follow up newsletter or product offer.
a. Use a service like Aweber, Constant Contact or others as long as there is a way to gather the names. Most of these services will provide you with sign-up forms to embed into your webpage or blog and will do the necessary follow up to authorize the subscriber.
b. Create a squeeze page. A Squeeze page is simply a page that your potential buyer will land on when sent by your JV partner. This page is usually pretty simple — everything quickly skim-able and easy to put their email address into. Don’t require the buyer to spend too much energy to do this — just an email address and first name is enough. Here’s the Squeeze page I used for Lynn’s promotion:http://www.websellerscircle.com/members/219.cfm
- From the squeeze page your buyer will be directed to the actual url where your product is available. Usually your autoresponder (Aweber newsletter service) can be set up to automatically send out the website address once the subscriber has filled out the form and confirmed that they opt into receiving your emails.
- Your new subscriber should land on a page that has your product easily available. This is where you should be creative — or decide what the perfect outcome to this session is. Do you want to sell them something right now, or do you simply want to build a relationship and sell them later? The landing page will be different if you want to sell your prospect something than if you wish to build a relationship. With Lynn my main goal was to gather newsletter subscribers. Here’s the page with the bonus material if you’d like to see it:http://www.websellerscircle.com/members/220.cfm
This type of joint venture is great for everyone. The buyer gets extra value for purchasing, the person who launches the product gets more sales by offering additional value plus having access to more potential buyers (your existing mailing list) and you will have the opportunity to reach new clients or customers and to build your mailing list.
I’ve been lucky enough to be in on these joint ventures several times over the last few years and have benefited from new subscribers every time.
Please feel free to discuss this, or ask questions in the forum. I’d like to hear your ideas.