And even including products you don’t own. Read on.
Usually, when people are advised to create their own products, they think of those they want to sell. They create a text based product, or software, or video, or audio. These they want to sell.
But think about it.
Think about an individual person who becomes your long term customer.
They’re coming across what you’ve created all the time they’re in a business relationship with you.
First, there’s your traffic source. Whether you’re using stand alone content of some kind or working on forums or adding something regularly to high quality niche blogs or using ads of some kind or giving away free software, your using your product.
You might not think of it that way, and most online business owners don’t. But the important factor is that your visitors judge you, as a first connection, on your free products, even if it’s just an article or a 30 second video. Well, they have nothing else to go on.
Second, those people who think you might have something to offer them to help them in their niche, move onto your website, if not already there, and opt in page. Now, here’s a “real” product in the form of a freebie if they’ll give you their email address. In fact, they’ll also judge you by the opt in page, including the specific promise you make as to what the freebie can do for them. That’s their top priority: if your freebie does not benefit them as you said it would, you’ve lost because you’ve lost whatever trust they had.
Third, our individual thinks your freebie is really useful to them and is even more convinced you have more you can help them with. Of course, there will be others that your freebie does live up to it’s promise but feel you’re not the person they’re looking for in the niche, though they might continue reading your emails and change their mind. This is the advantage of email marketing: the continued communication develops the initial relationship with you.
Fourth, your first emails do that by providing maybe more freebies, more valuable information in emails and information elsewhere. These are all, every email, your free products, especially if they’re something subscribers can take action on straight away. This gives a sense of success and builds confidence in what they want to do.
Fifth, then the individual is offered your first paid product. They’ve been clicking your other email links and so they do in this one to your sales page.
Sixth, they land on your sales page with all that communication behind them we’ve just been through. You’re copy on there has to convince them this specific paid product is just what they need. Your sales page is a product: it might tell them stuff they didn’t even know about. Our individual might not buy at this time, but they’re on your list so you can send them there again later. If it’s your own paid product, you can do what you like with it: maybe offer a discount or part payments or offer one section of it at a greatly reduced price or package it with other products of yours.
Seventh, you can even offer it as a bonus from you, to an affiliate product you’re offering. But isn’t the affiliate product someone else’s? That’s correct. But notice what’s happened. They identify you with the paid products you’re offering. They know you don’t own it but they still judge you by it as an offer from you.
So even affiliate products you sell are perceived in this way as “your” products. As with your own products of all types, you need to ensure it’s the best offer you can make to your subscribers. You can lose them at any point in the chain of connection we’ve just been through.