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Do you know why people buy from you?
What part of your offer put them over the edge? Let's
face it, you worked for a long time on your sales copy.
You created bonuses, designed a guarantee, sweated over
the benefits and how to communicate them. But which
of those factors really connect with the buyers? What
actually motivated the purchase?
If you knew, you could pump up the benefits and the
parts of your offer that really drive sales. But how
can you tell?
Actually, it's very easy. You just ask.
I do it every day and it takes me virtually no time
or effort to get unbelievable information. How?
I add a simple email to my autoresponder series immediately
after a customer purchases.
Here's what mine says:
Sample Email Request
====================================
Hi {firstname},
It's Jeff here, from CBmall.
I'm doing a bit of market research.
Can you tell me how you found out about CBmall? Was
it a
Newsletter? Ad? Search engine? Do you remember who
referred you?
Or perhaps you were reading the 10 Powerful Ways CBmall
Makes You Money?
And what specifically made you decide to make the
investment? What was the benefit that put you over the
edge and turned you into a buyer?
This is important, because soon you will be sending
traffic
to the mall and this may help the CBmall sales information
get better. Which will help you make more money!
Please just reply to this email with the answers.
Thanks so much for your help,
Jeff Mulligan
CBmall.com
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Every day these emails go out and every day I get valuable
information. To me, finding out why people buy is more
important than why they don't. (although I try to find
that out, too) That's because there are so many reasons
a person may not buy, many of which are beyond my control.
But knowing what turns on buyers is a huge benefit to
me as I fine tune the copy. For example, here are some
of the comments I get:
**** The Results Provide Great Customer Insight ****
“I read all the info and I liked the fact that I did
not have to create a web site and a bunch of other stuff.
I am new to internet marketing as well as being technically
illiterate but I figure I can follow instructions for
the most part and you offer the support I will need.”
“Personalized autoresponder and newsletter.”
“Reason: The eBook, 10 Powerful Ways CBmall Makes You
Money, made good marketing sense... Also the products
on ClickBank - CBmall are terrific and good sellers....”
“I found your ad at clickbank.com”
“I first heard of CBmall from your newsletter which
I subscribed to in December but was not convinced. My
next step was to get the 10 Powerful Ways CBmall makes
you money. This made things much clearer. The number
of products available is impressive. The targeted traffic
that is shared amongst owners is a useful bonus. The
guarantee means no risk, which is essential as I am
on a small pension.”
**** What You Can Learn ****
OK let's look at this small sample to see what I can
learn from it.
* My ad on the ClickBank web site is working - keep
it going.
* I have a lot of beginners who don't have a web site
of their own. I should continue to highlight this feature.
* People like the fact that there is a built-in autoresponder
that puts their affiliate links on all the messages
that go out. It means they get multiple chances to sell.
Perhaps I should promote this more.
* My eBook and eCourse, 10 Powerful Ways CBmall Makes
You Money, is working.
* Look at the last message. This is evidence of how
important follow-up is. This person waited 3 months
before she felt comfortable ordering.
* My guarantee is very important.
While I can only show you a small sample here, there
are many more that echo these thoughts. Put them together
in your head and you can see clear trends about what
features come up most frequently. For me, ease of use,
the ClickBank affiliation and the personalized autoresponders
are the most common reasons people buy. I have adjusted
the sales copy to highlight these features.
What will you find out?
Note for ClickBank affiliates: If you use ClickBank,
you know that you get the email address of your customers.
You can use that to send a quick email requesting this
information.
A word about timing: I have found that this works really
well if you send the email out immediately after the
purchase. Mine goes out at the same time the thank you
email goes out. This way, the reasons are still fresh
in the customer's mind, and they are in a very cooperative
mood - often quite excited from their purchase and anxious
to do anything to help.
How to reply: I set up a simple macro so that I can
just hit reply, activate the macro, and hit send. It
just takes a few seconds. Mine just says:
“Thank you for helping out with your input. I really
appreciate it. I look forward to helping you make extra
money with your new CBmall.”
Thats all you need, but you should be sure to acknowledge
their answers with a reply.
**** How This Helps Your Affiliate Program ****
Here's another great fringe benefit of this tactic.
Often customers will specifically mention the newsletter
they were reading or the web site they were visiting
that first told them about CBmall.
When they do, I will frequently copy the email and send
it to that newsletter or web site owner. Since these
people are my affiliates, it's a great way to show them
how their CBmall promotions are working. It also shows
them I am paying attention to their business.
Remember that “mind share” is important in keeping your
affiliates active and promoting your products. I've
garnered considerable good will through these quick
little messages.
**** Summary ****
In summary, while ad tracking is vital to learn WHERE
your business is coming from, an autoresponder message
to find out WHY you got your business is often just
as valuable. Implement this simple tactic and give yourself
a better understanding of what is working for you. Use
that knowledge to fine tune your site for maximum conversions.
Resource Box:
Jeff Mulligan has an MBA and 20+ years of marketing
experience as an ad agency Senior VP and VP Marketing
for two software companies. Jeff owns CBmall, a site
that provides 10 different ways for ClickBank affiliates
to earn income on 1,997 ClickBank InfoProducts.
http://www.cbmall.com/info
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