In previous articles we talked about “pre-framing” the “Opt-in Page. This week we’ll address a controversial aspect of Opt-in pages, the bribe.
We are starting with the assumption that you are using an opt-in page.
It doesn’t matter what type, video, audio etc., you’re using. If you’re already using an opt-in page, you, like most marketers, are probably giving something away in order to obtain their name or email address…am I correct?
That’s the big mistake! Why?
In order to answer that lets think about what’s going on in the prospect’s mind. Think about it…
They come to your Opt-in page and we tell them “give me your name and email address and I will give you a free report (or some other bribe).
Once they give their name and email they receive their bribe and we take them to our sales letter. Simple enough. Everybody does it this way.
Now ask yourself a question…why are people giving you their name and email address? Is it because they want to see what you have to sell?
No! Are they truly interested in your product? No!
In many cases they may have some interest in you product once they see the report or bribe you give them… BUT, they are absolutely NOT interested in your sales letter. Now think about it…we’ve just given them a report (that they are interested in) and then we’re sending them to a sales letter they are not interested in. We are, in fact, pushing them away from the purchase, we’re giving them a reason not to buy! It’s no wonder sales conversion is only 1% to 3%.
Let me be very clear about this… because we are giving them something to read, something to listen to, something to watch…we are giving them a reason NOT to buy!
Why is this?
Because we have just given them what they are looking for (our bribe). We have given them a reason NOT to buy. We email the bribe to them and their thought process says “Thank you, I’m going to leave this page, check my email and watch the video, listen to the audio or read the free report etc.
THEN…IF I’M STILL INTERESTED
I’ll come back and buy your product”. We have just pushed them away from our sales page.
Ask any direct salesperson (online or offline sales) and they’ll tell you that in the REAL world of sales the odds of them coming back and purchasing are not very good. This is way good salespeople do everything in their power in order to get the sale NOW! And what have we just done? We’ve sent them away and given them a very good reason not to purchase now.
There is a certain amount of pressure that develops throughout a sales process, this is natural. In this case, we’re not only relieving that pressure but giving them an alternative to purchasing.
Let me tell you a quick story. As you may know, I sold vacuum cleaners door to door for several years. I became fairly good at it. Here are some things we never did when we sold vacuum cleaners: