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I just finished reading Cumulative Advantage: How to Build Momentum for Your Ideas, Business and Life Against All Odds by Mark Schaefer, on the recommendation of our curmudgeonly misanthropic founder Naomi, who refers to Schaefer as “the only marketer I actually like”.
So, I read it. And I liked it so much that I decided to write up a book review.
Every month or so, I revisit my email signature to see if there’s a tweak or two that I can make to help bring in more writing clients and drive sales to the Karma Store. I usually don’t do much – just a slight adjustment to encourage people to pay more attention to what’s in my signature and (hopefully!) decide to click on the links inside.
These tweaks seems to be working – since I started doing these monthly signature adjustments, I’ve seen a small but noticeable uptick in clients and Karma Store sales.
I wish people paid more attention to what’s in their email signature, because it’s one of the most effective ways to build awareness for what you sell and differentiate yourself from other businesses. You can make very good money over time from even a marginal investment in crafting a good signature.
However, most people just treat their signature like a business card. It’s either boring and unmemorable, or it’s packed full of so much information that nothing stands out. So the people who could be developing interest in what you sell… don’t.
You deserve better than that. I’d love for you to have an email signature that gets people to pay attention, think about what you sell, and take some kind of action that brings them closer to buying from you.
Here’s what you need to know.
This month I’m in the midst of creating three new products (one for IttyBiz, two for clients whom I’m ghostwriting for) , and I’m reminded of how difficult it can be for people to choose which product they’re going to make next.
Generally, there’s never an idea problem – there’s a too many ideas problem.
I personally have a list of 22 products on my “would love to make” mind map, and there’s no way they’re all going to become real. From what I’ve heard from others, they’re in the same boat. How do you decide which one to make next? And what about the one after that?
It can be dizzying, and so more often than not, we can simply avoid think about it. Too complicated. Maybe later. (Unfortunately, that ends up being far later than we’d like.)
So today, I’ll share my 4-step process for choosing a “next” product.
Let’s dig in!
If you own Product In A Weekend, you’ll already be familiar with the concept of a “simple outcome” – a single, easy-to-achieve result that your product can help people achieve.
It’s the premise behind a gateway product – something low-priced enough to be easily accessible while providing a valuable simple outcome that makes it a bit of a no-brainer purchase.
These gateway products are a perfect way to get new people who have just joined your list to make an initial purchase from you. They may not be ready to buy your $297 course or your more expensive monthly coaching, but they can spring $27-47 on something simple.
Then, once they get to know you and trust you, it opens the door to higher-priced purchases later.
But did you know you can incorporate this approach in your larger products and offers – even if they’re in the 4-figure range?
You can. And you probably should. Here’s why.
Sometimes the business world as we know it grinds to a halt, because something BIG is going on that capture’s the lion’s share of people’s attention.
When this happens, engaging in business-as-usual isn’t an easy thing to do – what, are you going to launch a new course with fanfare when everyone’s reeling from That Thing That Just Happened?
No, you’re not.
You’re in “the meantime” – that stretch of space where the streaming TV series we call life is on pause.
So, rather than sit on your thumbs waiting for things to go back to normal (ha!), here are a ton of worthwhile (and potentially profitable) activities you can engage in that can make a meaningful impact on your business right now.