How To Sell A Service With Follow Ups
In fact, they’re a great way to sell pretty much anything: shoes, books, even life experience.
The team at CareerShifters knows this. Each member has experienced career change, and they’ve turned that experience into a business.
And as Creative Director Neil Collman explains, “Using a follow-up series was the simplest way to build a relationship with visitors and demonstrate the value we can offer them.”
See how for yourself…
How They Build Relationships:
Changing careers is a big deal. It requires much planning and a (potentially scary) leap of faith. To guide their subscribers through the process gently, CareerShifters:
How They Make Sales
CareerShifters’ series promotes just one product, the CareerShifters guide. And they do this only once or twice per email. Otherwise, they’d go from pleasantly provisional to pushy. Their series:
And it’s working. People who go through Careershifters’ follow up course are more engaged when they click through to the site.
“Over the past 6 months,” Neil reports,”the bounce rate for these visitors is lower and the time spent on the site is higher than for our fortnightly newsletters.”
Your Own Series: Before and After
Your follow up series can have impressive impact on its own, but it can’t do all the work. You’ll need to introduce it to people in the first place. And you should stick around after it’s over. Here’s how:
At sign-up: Keep your opt-in form descriptive and clear. This is your chance to explain what new subscribers can expect to happen.
In your welcome email: Give subscribers something to look forward to. Explain the kind of content you’ll send, how often and how it will help them.
After the series: Keep in contact with broadcasts. Subscribers who weren’t ready to purchase during your series may want to eventually.
Of course, some people will be getting the follow-ups and broadcasts at the same time. Arrange your frequency accordingly so you don’t overwhelm them.
What Follow Ups Can You Offer?
What kind of product are you marketing? And what kind of information goes along with it?
What are your customers and prospects wondering about that you already know backwards and forwards?
Can you turn that into a follow up series?