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What if you put in time and effort to create a product to sell, but no one buys?
(Trying to sell a product or service is a slightly terrifying ordeal. What if you've put your hopes and dreams into a product and are left with nothing to show for it? Is there a reliable system that will help you sell that product or service just like you'd expected?)
To be perceived as an expert you need a product or service
So you go through all this work to create your product or service, launch it, and sit there with expectant eyes to see results. You don't want to sell just a few products–you want to sell at least a decent amount to justify your efforts. But imagine, nothing happens. The results you anticipated simply don't materialise.
After all the anticipation for the big day; after all the time and effort of preparing for the big day; after all the hopes of this launch giving your business a boost, you only sell one, two, or maybe none.
You start questioning yourself. Did you mess up the pre-sell? Or was the product the problem? You feel lost because you don't know where things went wrong, why they went wrong, nor how to fix them.
If only you had a reliable, well-tested system in place to prevent the let down
A step-by-step guide that would give you clear directions to know what to do, when to do it, why you should do it, and how to do it. That way you'd have confidence during the whole process–every step of the way. To be able to release something for sale and have it quickly sell would be a huge confidence booster that you're on the right track.
Presenting The Art of Pre-Sell: How To Get Customers To Buy, Long Before They Pay
The simple reason why customers don't tend to buy products and services quickly, is because they need time. Time to think, evaluate, mull over, discuss. And having a pre-sell system in place gives them this time. But if it were simply a question of time, everyone could talk about their product or service in advance and expect a customer stampede, right?
The Art of Pre-Sell shows you that timing is just one element. There are several elements along the way, some tiny, some bigger, that you need to put in place to create the reliability factor of customers desperately wanting your product or service on the date of the launch.
You don't have to be popular or extremely successful to do this pre-sell
Let's face it, our world has gone back to the year 1920. Back in 1920, most people lived in distant places. To get any kind of marketing or advertising was incredibly difficult.
And today we've come full circle. Facebook, Twitter, Bitter, Litter and all those squillions of sites have pretty much ensured that the audience is incredibly torn up into tiny bits. Because customers are so dispersed, it's important that you're able to sell your product or service to an extremely small list.
But how small is small?
Back in the year 2009, we had a list that bordered around 20,000 subscribers (wait, wait, this story gets better). And we needed to launch a copywriting course online. So we did what we'd always done. We did the freebies, did the teleconferences, blah, blah, blah. And guess what? Four people signed up after spending weeks of promoting the event.
Four? Yes, four.
We'd been in the business for 7 years already; had a rock-solid reputation; were (and still are) amongst the top 100,000 websites in the world. And we got 4 people. And yet, in 2013, that very same course sold out in 25 minutes! We did no joint ventures, no affiliates, no advertising, no publicity. And our list consisted of just over 400 people.
Granted those 400+ people are members of 5000bc (our membership site), but there's where the but, but, but stops.
– In 2009, the Article Writing Course took weeks to sell out. In 2010, it took 55 minutes.
– In 2008, the California workshop took weeks to fill a room of 35 people. In 2010, we filled 70 seats in a week.
– In previous years, ebooks would sell at their own pace. In 2010, we sold $50,000 worth of a single product over a weekend.
It was like a lightbulb moment!
At that moment, we figured out we didn't need the entire list. We didn't need to do what everyone else did. We needed just a few people who were interested in our product. And the best part is they didn't need to be interested to begin with. We could, with our system and patience, cultivate that interest, so that on the day of the launch things would work out like we'd expect. Yes, we'd cracked the pre-sell code!
Let's take a look at what's in the Art of Pre-Sell Book itself.
The Critical 5 Steps Involved in pre-sell
It's easy to believe that pre-sell is just a matter of making this big announcement, and then launching your product or service. That's not true at all. Pre-sell involves five distinct steps which, when rolled out, cause the customer to desperately want your product.
How To Correctly Announce Your Product/Service
The technique most marketers use to sell an idea is to bulldoze the customer with endless pitches. And yet, a product or service announcement doesn't require you to be this maniacal desperado. Learn how a product or service can be announced with no fanfare at all, and still get amazing results.
Juggling The Details of the Launch
Launching a product or service is incredibly painful if you don't roll it out systematically. Most folks go through sleepless nights, because they don't know or realise how many intricate details are involved. If you know the details in advance, you can plan your launch backwards, giving you lots of time to get lots of sleep.
Launch Day: What To Expect
If you do things right, a product or service will launch almost flawlessly. Or will it? We've made quite a few mistakes over the years, and you'll learn what to expect on launch day. The run up to the launch is nerve-racking and so is the day itself. You'll need to know what to do and how to go about making your product or service launch a success.
Examples of Pre-sell: Service/product/training
When reading a book, you can quite quickly understand a concept. However, then when it comes to applying it to your business, the plan kinda falls apart. This is because you may not have inspiration from your specific field. This book contains examples that are both from big and small companies. From companies that just stick to products, and with those that handle services. And if you train or do workshops or courses, those examples abound too.
The Downside of An Instant Launch
Most people are in a hurry when they have a product or service in hand. Having slogged through the creation stage, they're now keen to sell the product as quickly as possible. That's not what smart companies do. Smart companies orchestrate (yes, orchestrate) a launch so as to get maximum attention and sales on the day of the launch. Launches done in a hurry, often end up as damp squibs and don't get expected results. So how do you get results within limited time plans?
The Bonus Mistake
Most of us know that bonuses are often the tipping point when launching a product. A client is more likely to buy your product or service if you have an enticing bonus. Yet, by the time you're ready to launch your product or service you're exhausted. So you either put in a shoddy bonus or delay the launch. Both are mistakes. So how do you avoid them?
The Waiting List
An incredibly important part of the launch is the waiting list. Without a crowd swarming around you to buy your product or service, it's a lot harder to make any sort of sale. So what are the elements involved in the waiting list? And how do you create one like Joe Pilates did (yes, the same Pilates exercise) early in the last century?
Real Case Studies
It's one thing to understand a concept like pre-sell, and quite another to see case-studies and examples of how it's rolled out. In this book, you'll not only get the steps involved in pre-sell, but also real case studies. Best of all, several of these successful case studies aren't to massive audiences, but to audiences as tiny as 400 people.
A Secret Weapon: The prospectus
It's one thing to have a sales letter. But what comes before the sales letter? Yup, it's the prospectus. A prospectus, correctly put together can do almost all the sales for you, without seeming the slightest bit “salesy”. What are the elements of the prospectus? And how do you ensure you don't miss out on on this “secret weapon” that almost no one seems to use?
How to use media
You may detest watching video, images or audio and just prefer text. But you are not your customer. A successful pre-sell is going to involve a combination of audio, video, imagery and a generous amount of text. Learn how to keep your media non-boring so that your audio, video or text stands out from the rest.
Credibility Issues (When You're Unknown)
When you're a known entity, it's easier for clients to buy from you. But what if you're an unknown? Can you still pre-sell your product or service? The answer is yes, you can.
Implicit, explicit and embedded pre-sell
There are three types of pre-sell. When do you use each type? And where do you use them? And how does each type work in tandem to create that excitement around a product or service launch? Most folks only work with “explicit” pre-sell, but there are tons of opportunities to embed your pre-sell and get no resentment at all from your customer.
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The Art of Pre-Sell Is Designed To Do The Following:
- To get you create a wave of anticipation with your clients.
- To roll out the system with a clear, focused plan. And yes, things will go wrong. The book shows you how to handle many, if not most of those situations.
- The biggest curse of selling is unpredictability. Will the product or service sell, or not? Marketing a product for weeks takes a big toll. With pre-sell, you begin to see clients buying into your product or service within minutes of you putting out the sales page.
What This Product Is About
- Why you need to remove the Buy-Now buttons on your sales page when pre-selling
- How a waiting list can create scarcity (and how to systematically build a list).
- The rules of scarcity—and the methods to create scarcity even with a product that's easily available through the year
- How to pre-sell in an extremely short time frame (and how to manage a longer time frame)
- How to create fast-buyer bonuses which cause your sales to spike madly at launch time
- Why uniqueness is critical to pre-sell and how to find uniqueness by going through a ‘feature-writing' exercise
- What to do if you're not able to deliver your pre-sold product/services on time (It happens, you know)
- Mistakes we've made at Psychotactics (and how you can avoid them)
- How pricing affects the length of the pre-sell (and how to judge the pre-sell based on the price you're charging)
- The 3 Biggest Excuses for pre-sell (Recognise and overcome these silly excuses)
- How Hollywood, big-retailers, major publishing houses etc. have perfected the art of pre-sell (And what you can learn from them)
- Why pre-sell will save you a ton of time and energy (that you can spend on yourself and your customers themselves)
- Why you don't need an army of affiliates or joint ventures when you execute a solid pre-sell (we don't even have a single affiliate or joint venture)
- How to segregate your “members” or “priority customers” when pre-selling—and why it's a mistake to ignore this advice.
What This Product Is NOT About
- This book isn't about pummelling clients with every possible method. It's not sell, sell, sell at any cost.
- It's NOT about having this huge rollout mechanism that involves an army of affiliates, joint ventures, advertising etc.
- It's NOT about greed. While you can use the concepts to create a sizeable revenue, if you're endlessly greedy it's better to avoid buying this book.
Some Frequently Asked Questions
So does pre-sell work for even the tiniest audience of say, one person?
Pre-sell is pre-sell. It's not restricted in terms of size. The concepts apply to a single person, just as it would apply to an audience of 10,000. However, as you already know, the larger the audience, the greater the chance that your product or service will result in the sales that you're expecting.
It's not that an audience of one person won't result in the sale. It's just that one person may not be in a position to buy at exactly the time you're selling. Pre-sell is not a magic trick. It's a method to create anticipation which ends up in a client buying into your offering. It works with a small audience, just as it would with a big one.
But what if I still need to create my product or service? Shouldn't I start later?
The whole point of pre-sell is to start right away—even if you don't have any product or service. In fact, the earlier you start, the more the anticipation builds up as you get closer to the sale date. Some of our courses/products/services have been in the pre-sell for a year or two years in advance. If you're not ready with your product or service now, you don't have to be ready. In fact, in almost every instance, at Psychotactics, we're never ready with the product or service.
So how conceptual or theoretical is this product?
Well, let's put it this way: I personally don't like long-winded blah-blah in a book. If you've read any of our books, bought any of our product or attend any courses/workshops, you'll find that there's this obsessive need to create steps that not just work, but are doable. The steps matter, but the ability to execute it easily is far more crucial. And that's what you'll find with this product too. No blah, blah, blah—just solidly good stuff that you can, and should execute!
What’s Unique About This Book?
No doubt you have, or will run into some sort of “launching a product” or “formula” online. All of them depend on an army of affiliates, joint ventures, advertising, publicity etc. In order to get quick results, these “formula-folk” have to depend on all kinds of gimmicks.
At Psychotactics, we have no affiliates, no joint ventures, not a scrap of advertising. As you can imagine our Facebook or Twitter feed is quite unused as well. We don't depend on this hoopla-nonsense, and neither should you.
The difference between the system at Psychotactics and any other marketer (pretty much on the planet) is that we don't depend on the tactics and strategies of push, push, push.The pre-sell strategy has zero-hoopla and that's why clients keep coming back time after time to buy products/services and events. You too can do the same—and without the hoopla.
You’re dealing with a system that doesn’t depend on the outside world to succeed. It doesn’t need you to sell your soul, or to even have to deal with anyone other than your clients. And it shows you how to succeed.
What do you get with the Art of Pre-Sell?
1) The Audio Files (A complete set of six audio recordings)
A complete set of six audio recordings. Each audio takes you through a separate section of the process of pre-sell. As you'd expect, you'll get a high-quality recording that you can listen to on your computer, mp3 player, iPad, iPod, or any of those fancy devices you have. Every audio file will be tagged, numbered, have graphics and be in the form of a playlist that enables you to go over the material repeatedly. Yup, you don't just get some audio slapped together. It's a classy act—but you'll experience that for yourself.
2) The Art of Pre-Sell PDF
The pre-sell book explains the concept in great detail. It gives you the entire sequence, it has examples, it has cartoons and more. Once you read the book, you will have a clear idea of what to do next. You will be able to follow the steps and create your own pre-sell for your product or service.
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