fbpx

The Eight-Step Follow-Up

Let’s Look at the First Four Steps

  1. The Eight-Step Follow-UpThe first initial, “Here’s the information you requested”
  2. The Eight-Step Follow-UpThe Eight-Step Follow-UpThe Eight-Step Follow-Up“Hey, did you see this?”
  3. No emails sent
  4. Feature a big benefit

These first four pieces have no pressure, none whatsoever, the point being, though, when we get to here, there’s no reason for them to take action, unless they actively want it themselves.

What we need to do is push a person over the edge. Meaning, we need to push them to take an action. If there’s no reason for them to take an action, they’ll take their sweet time.

“Imagine if Apple came out with their next iPhone and they said, We’re only going to run this for four days and after that we’re taking it off the market forever. Would they have a big influx of sales?”

So, for example, if you were having a conversation with a friend and the crosswalk said ‘walk’ with no countdown, and you didn’t see any cars coming, then you’re going to take your time crossing the road. But, if there’s a bunch of traffic waiting that could hit you and there’s a countdown associated with it, you know at the end of that countdown cars will be going back and forth, and there will be no safe way to cross so you have to pay attention and hurry.

people walking on pedestrian lane during daytime

It’s the same thing here — at day five, we start getting serious. There’s 72 hours left, 48 hours left, 24 hours left etc. Now, let’s answer the biggest question I get at this particular point. What happens? What happens at the end of day eight?

If you are like most people, you have associated the idea that a countdown is like in many of these so-called Internet Marketing launches. I will launch my product for X number of days, and then I’m going to take it off the market forever. There are times when that may come into play, but I’m just going to tell you right now that I’m not going to take my product off the market, and I’m not going to tell people you can’t buy it. Why would I?

Imagine this for a moment. Imagine if Apple came out with their next iPhone and they said, We’re only going to run this for four days and after that we’re taking it off the market forever. Would they have a big influx of sales? Probably, but at the same time it would be crazy and their stockholders would just go crazy because after the four days, guess what happens to their income. It goes to zero because they took it off the market. So what we want to do is take advantage of a countdown, but we don’t want to take it off the market.

Again, the question is what happens to our product at the end of eight days? The answer is nothing.

In the emails I send out, I don’t actually say a bad thing is going to happen. In fact, I don’t reference it at all. I don’t say that I’m going to take it off the market. I don’t say a discount is going to disappear. I don’t even say a bonus is going to disappear. All I say is you have 72 hours left, 48 hours left, 24 hours left, it ends at midnight. What ends at midnight? Me emailing you these emails. That’s about it. Then I just say last chance. That’s it. That’s all I say. It’s an implied scarcity.

The reason I say implied scarcity is because we never actually say that something bad is going to happen. They assumed that something bad was going to happen. Let me give you another example.

A lot of times when I’m speaking in front of an audience, I’ll tell people to get up and go to the back of the room to purchase a particular offer that I just made and I’ll say something like “I don’t know how many order forms are in the back of the room, but I do know this. When they’re gone, they’re gone.”

Get Free Updates

Get free updates to everything that's happening with Marketing University. Fill in the form below.

Armand Morin

Armand Morin is an Internet marketing industry expert who has built a multimillion-dollar international business. In 1996, he started with $1.83 in his pocket and no experience and has grown it into a multi-million dollar international business, which has done business in over 100 countries around the world.

Get Our Updates

Get free updates to everything that's happening with Marketing University. Fill in the form below.