http://www.ldenetwork.com
© 2014 LDENetwork. You have the right to post this, email it and print this for free. As long as...
Why You Should Have 3 Funnels For Every Product That You Create.
The whole concept of creating products initially has been...
So now people add in “Adwords” to their promotion of their gathering of email addresses
because they can gauge how much it...
Now email subscriptions can be advertised, in other words, what you have included in
past emails (in a huge long list) so ...
bit more depth and found out more than most, some points might be odd, but I want that
choice. 3) I will also promote and ...
Niche is always a good idea…but are people really going to spend a lot of money on a book that
removes their headache?
Sub...
necessarily mean buying an ebook on whim that it might work- that rarely happens. A post on
LDENetwork actually covers thi...
3- all the steps work, and they know it. It’s a numbers game, more people in more cash out,
forget about content- just rel...
 Poor quality, user experience/ design.
 Not realising how people spread the product in that industry. If you want to sp...
Internet marketing newsletter signups want Internet marketing information that works and many
will pay good money for it s...
Marketers never count on one product. And they never count of one product that they know little
about. They know about the...
The 7 guarantees of funnels:
1- Your funnel is multidirectional, it depends upon a large range of factors and what ever
co...
8- Don’t assume that people know what you want- have a designated audience and try to
figure out how they are going to get...
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Choosing Great Products Every Time

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How to choose the best products to sell again, again and again.

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Choosing Great Products Every Time

  1. 1. http://www.ldenetwork.com © 2014 LDENetwork. You have the right to post this, email it and print this for free. As long as you don’t change it or charge for it. Choosing Great Products To Fit The Funnel (s) By LDENetwork.
  2. 2. Why You Should Have 3 Funnels For Every Product That You Create. The whole concept of creating products initially has been based around an idea distilled into 4 very small steps:  Create the product  Create a one page/ sell page  Promote using SEO  Profit That was when the Internet was in its infancy. You could do that. But over time the model has started to change. Then we get the following 6 step model:  Create the product  Create a one page/ sell page (with 5 other links to other pages like blog, privacy page etc)  Promote  Tweak and test  Sell more  Repeat with another product. This works and works well- especially when you “promote” with Adwords, but the problem that most people will have is in the promotional stage of this model. There are still too few sales and not many to justify the leaving of your day job. Unfortunately it isn’t actually the promotion of the product that is the issue. Here is a modified model:  Create the product  Create a one page/ sell page  Gather email addresses  Promote to the email addresses  Promote point 2. But again…this works but is starting to become inefficient.
  3. 3. So now people add in “Adwords” to their promotion of their gathering of email addresses because they can gauge how much it is to “buy” a subscriber. Now you have to rely on:  the backend to achieve great results  constantly have an email list generation cycle as email addresses that keep on getting promoted to tend to unsubscribe over time.  be able to ride the Adwords cycle This is not what the problem is…and the problem manifests itself to each model. What not to do. When we figure out what we are trying to achieve then we can figure out the most effective model. This is why stats like “Likes”, “Tweets” “Visitors” etc have very limited appeal. If you think about it logically, for one of my websites, which is Adsense driven, I do not care about my visitor number as such, I care about how much ads are converting to payments. If your sole concern is the sale of one of your products then getting 10,000 visitors/ day is not your prime concern. The stat of “what is my conversion rate and how do I improve that” is. Every single website going has a goal, an achievement that must be met and what the owner is trying to accomplish. 1. To get an email address for something An email address is something of a paradox- it can be completely disposable however it is also greatly guarded. When we ask for someones email address we automatically put them into a situation where they are guaranteed to ask themselves “why”. If we give away something for free we will have a much larger sign up rate for our email system but those people are only after the free stuff and not the news and information that comes with your email. Seems old stuff to talk about, but offering “nothing” for an email subscription is actually a radically new idea because you are promoting something that people need rather than what they want: something free. Your subscription rates will drop, guaranteed, but your audience interaction and their loyalty will increase.
  4. 4. Now email subscriptions can be advertised, in other words, what you have included in past emails (in a huge long list) so it still promotes the idea that they have missed out on things but it also invites anticipation to what you might include in future emails. 2. SEO can not be a guaranteed source of traffic so why on earth do we keep on going down this insane route? To get new people, to get beginners? The problem is, that might not be the place where people initially go to find out about you. Last night I was looking around for information on woodworking project, a “how to build something for stooped people :)”. I looked through Google to get plans, which were either too poor in quality, I had to pay for them, they missed many steps or the publisher assumed that everyone has a technical background. I went through Google to places which seemed like they knew what they were doing, you try and get a flavour if this website has “you” in mind (I might go through tons of websites to find the right click). All the SEO in the world will not get my click onto your affiliate/ sales page website and if it does, then I click out because I don’t want to buy anything…not yet. So I find a great website (I bookmark) then I clickthrough some links and go to another website which has just what I want- they get bookmarked to. I can see affiliate links, but I don’t click on them because I don’t want to buy anything now. I also don’t really apply to their Twitter/ Facebook feed- I don’t want to constantly know about the website, or keep up to date with it. I found my plans. Now I go to Youtube and see how it is made- would have been nice to find a video on the plans page. Now remember that my first initial impression “was this the right site for me?” The site knew who was going to click on its link- it knew its audience. SEO didn’t really make too much difference. 3. I look at “best of”, “most favourite” “top posts” all the time. Did you know that the most promoted and spread number is 10? Like “10 ways to improve…” For it gives me a few thoughts: 1) I like a good read and if I click on this link then I will have a little time on the website (which helps placement) so my time isn’t wasted- I usually don’t click on “4 ways to…” articles etc. 2) It gives me many more options that I subconsciously assess- I know that the person who has written the article more than likely has gone into a little
  5. 5. bit more depth and found out more than most, some points might be odd, but I want that choice. 3) I will also promote and bookmark something which has more in it. 4. I will read something after my Internet has been turned off. Either through my computer or iPad I will check out pdfs etc. I might go back to a website/ page if that content is sufficient enough for me to do that. I bookmark great pages/ sites but once I have found what I am looking for, why should I go back to that website? Number 4 is the main issue, the hook, the reason of continued visitations. Youtube is only good because it has what people wants and the whole idea of it promotes constant visitations. You want to look at a music video? There is more than 1 option to choose from and it is extremely quick to find something if you don’t like your first pick. Heck if you know a song is 4minutes long and the video shows 1 minute, you don’t click. Niche products have the issue that they can become stagnant very quickly- and are prone to the one off sale. Leaving you a problem. You have to promote all over again for another product- unless you get the email list of people who bought from you! Then you promote to an audience who were only interested in one thing and their other need (your new product) has probably been satisfied. Lets take an example of the headache ebook. “Simple easy remedies to remove your headache.” Seems like a great ebook…everybody has a headache right? Also think about that often worn saying “take away their pain”. Yep, and most people do one of a few things: 1- use medication 2- goes through the pain and it might wear off 3- has already found their “own treatment method” 4- drinks more water, headaches are usually a sign of dehydration. Hmm…your ebook has now where to go right? Yes and no. If you aim for headaches then your are going to have one yourself trying to cut through all the issues.
  6. 6. Niche is always a good idea…but are people really going to spend a lot of money on a book that removes their headache? Subconsciously they know they might have to buy something and heck, they probably have read everything on headaches anyway (if it is that bad they have seen a Doctor or have done Dr Google) But then that gives us an idea. They probably have tried Dr Google. What if we turned our ebook into a webpage, chock full of information and ideas, pictures and maybe even a video? Then we moniterise by Adsense. Why Adsense? Because for “headache” we get around $4/ click (50% of $8 which the advertiser pays)…which is not bad at all. Now we go on a promotional tour, finding all those websites that are at the top pages of Google and contribute to their forums, and even do a guest post. We are using them but not abusing them. We have to add good content to the host website to get residual something back in return. Did you know that Guest Posting increases the share of the content- more so than the owner of the website? It seems to be an unsaid endorsement, with the owner stating “here is something I have found cool, what do you think?” Now our ebook has turned from a one page sales site to a niche topic website about all different types of headaches being sponsored by Adsense. For follow up products, we figure out where our visitors are clicking on (the Adsense ads through a heatmap tool like Crazy Egg) and affiliate out that advert ourselves and remove the Adsense advert- obtaining a larger percentage of revenue because we NOW KNOW what people want. It would have been much harder to accomplish this scenario if we chose to solely promote an ebook. We would have lost money (through Adwords) and we would not know what “back end” product our subscribers would have wanted because we already solved their problem through our low priced ebook. You see not every product is designated “ebook status”, in other words, some topics are designed to be web based. The consumers that want it usually want it now- and that doesn’t
  7. 7. necessarily mean buying an ebook on whim that it might work- that rarely happens. A post on LDENetwork actually covers this in detail, you can find it here: 5 ebook Super Myths. The funnels are required, but sometimes we have to tweak with the formula. The funnel works in the way that the more people you have coming into it the better. But for me, the funnel can be interpreted in many different ways. We have all heard about the funnel. It works on the basis that you throw in loads of customers at the big top of the funnel then they filter down. Some may buy from the start but as you go down the funnel “customers” get thinned out to those who really want your stuff and become loyal. Some people interpret the funnel as a system where a lot of people will buy the basic products at the top, but the further you go down the less the amount of people will be buying the bigger ticket items. This type of funnel only works if all the processes are in place for your designated outcome: 1. More subscribers? 2. More people to improve profits etc 3. Loyal and informed customers who trust you. The higher the price you go the more interaction and information is required to convert a partial amount of those customers to big buyers. Throwing a load of people into a funnel which is cracked is obviously leaky. And it is also an odd way of working. You spend most of your time on promoting the funnel process and less time on actually where those people land up- especially if you have preloaded emails which can age. The people who promote this method are the following: 1- have money to promote the inputting of prospects into the funnel 2- have huge list which they already built up using methods explained earlier- unfortunately the “machine” has got quite big and needs feeding to keep it going. It is expensive and works only en masse
  8. 8. 3- all the steps work, and they know it. It’s a numbers game, more people in more cash out, forget about content- just release enough to keep the brand going (and to prove that you give stuff away for free- in the disguise that if this is free what will be in the newsletters?) The Second Funnel Seth Godin came up with the notion: what if you turned the funnel on its side? Then it becomes a megaphone. Your customers now become your marketers- the best marketers because they are not paid to market for you. That funnel system is what is wrong with many people who promote a product- they don’t particularly get out of the way so that people who have bought from them can actually promote them as well. Then you have the need for the funnel when picking a product. In the case of Seth Godin, he is the product, speaking and paid books bring in a healthy revenue stream, so why break that? If he can give enough quality products away for free (with no email subscriptions) then that promotes Seth as a person, which then brings people to his website and links to his books. It provides interaction because he is not directly asking for anything for your time, but what he wants more is your attention. Every daily post is spread regardless of size and regardless if people understood the message. But as the Internet is about connectivity between people then surely we should be getting out of the way of connections and interactions…and how do we do that? With multiple barriers our message is stopped from spreading- regardless of what that message is- whether it is an ebook, music file, or video. The 5 most common barriers to stop our message from spreading?  Email subscriptions for access  Paid subscriptions to an article which only gives you half of the message  Trial products with everything blanked out. For example music software which stops you from saving your work- surely the best people to promote your product are the ones that say “check this out I used XYZ to create it”
  9. 9.  Poor quality, user experience/ design.  Not realising how people spread the product in that industry. If you want to spread a video you embed your Youtube video on your website. If you want to spread a free bit of software you don’t ask people to send an SAE and then you send them out a 3.5inch disk. The Third Funnel What if you turn the funnel on its head? You see, product picking is not about the initial product, it is about the future products. LDENetwork has figured out 27 strategies to picking a product- including the initial product and future products. It can be found here. Money is in the list? That seems to get bashed down our throats every single day. But what marketers fail to mention is that the nicher the product the less future sales that you can make, unless it is a product which needs yearly updates. Case in point. I chose the niche: Feline Diabetes. A great subject, very niche and very little competition. I found a cat diet/ cat health ebook (about $17) easy sale I thought. Well it was. The only problem now is what do I sell again…again and again? Some people would go down the medication route but I have no knowledge of that (I want to be knowledgeable in the subject or else my loyal readers will go away. I do not want to just give out information to make a dollar). Cat food? Unless it is really discounted and you link to a CPA, people will just go to Walmart. Cat beds and other cat hard goods? Maybe but then is that initial audience truly targeted? And that is the case for flipping the funnel on to its head. You can be as niche as you like but if there are no additional products in the future or there is no way to diversify then you are going to have problems. This is why Internet Markters become so rich after the fact of getting money in through their initial niche- which happens to always be a large niche anyway.
  10. 10. Internet marketing newsletter signups want Internet marketing information that works and many will pay good money for it so there are plenty of good (and awful) products around. The most wealthy have the larger lists- they follow the first funnel theory. Internet marketing as a subject is a great yet very competitive niche and the only way to succeed is to prove what you have done, or prove that the product works, then tell a few named individuals. But Cat Diabetes? Sure you may own the niche, but heck, it isn’t going to make you rich by any stretch of the imagination. And it sure isn’t going to give you the most profitable aspect of sales- the back end product sale. Always have more than one product to promote. This is fundamental in the fact that “how about if one was a poor seller?” Remember that Internet guru who was potentially making $1k/ month? All he did was just pick a product at random and then promoted it. Now what if that product gave you $24 commission wouldn’t that be great? Yes and no. What if an equally good product gave you $47 commission? Nearly double the commission for exactly the same work. But you would have never have found that out because you picked a random product. How about if you had a product that gave you $15 commission but had an insane conversion and retention rate? Lets check out the easy maths: 100 customers $24 commission, 2% conversion rate: $48/ 100 customers $47 commission, 2% conversion rate: $94/ 100 customers $15 commission, 7% conversion rate: $105/100 customers Now what if it costs you through Adwords, $0.50/click which isn’t far off. So for every 100 people who click it will cost you $50. $24 product: negative $2 $47 product: positive $44 $15 product: positive $55
  11. 11. Marketers never count on one product. And they never count of one product that they know little about. They know about their products. Walmart never counts on one product. They have many, but they test. If a product is selling, they will keep it. If it doesn’t sell then it is gone (shelf space is prime “real estate” and vendors pay handsomely for Walmart shelf space). So why keep a loser? On CNBC there is always a program about how Costco chooses its products. The Costco toy program checks out tons of toys and only picks a few. Now they don’t pick on gut feeling, these people eat live and breathe toys- they know the market and they have been to the fairs and conferences. They have a really good idea of what will sell or not. The testing has been done for them. So what about you? You test. You need a steady flow of traffic, or Adwords to guarantee a certain number of people. Then test the initial offer/ email promotion. Does that work, or does a lower priced product convert better? Which one converts the most (clicks to sales)? Which one could be the follow up product? Does one naturally lead on from one to the other. In other words can one be tweaked in your promotion that it is a more advanced version? In the above example, could you sell the $15 product and have the $47 product as your backend? I do not know, I do not know if that would work, but do you know what. No one knows if it would work until you actually tried it out. But when promoting more than one product and you have no idea what it is like, both could quite realistically have exactly the same information, but just worded differently. That will not make you a good reputation. The funnel theory is great but each one can not be taken in isolation. It is all too easy to say “go social!” It is very easy to say “increase your traffic into your funnel” It is also simplistically simple to say “promote an ebook with an autoresponder and see the money flow in”. Sometimes life and online just does not work that way.
  12. 12. The 7 guarantees of funnels: 1- Your funnel is multidirectional, it depends upon a large range of factors and what ever comes out of the end of it is directly reliant on what you put into it- at each part of the funnel 2- Each factor in the funnel has its own broad range of factors that affect it. So “going social” means not too much. On LDENetworks website it talks about Seth Godins social stats and how Twitter seems to get communicated much more than the other social networks. If he never had the Twitter share button, he would be missing out on a minimum of 1000 shares/ day. Would that work for you? Might, might not. A medical practice just started to use Facebook as their “newsletter”. Unfortunately no fans and no subscribers. Why? Because most of their patient base is older. What they need to do is target the children (40-60 year olds) of those patients. 3- If you have no idea what is going into the funnel from where then you can not increase or decrease your time and energy on that section 4- One sales page will not get the desired outcomes that you want from the paid methods that you employ. A one page sale letter will produce sales if the prospects are already wanting that product you are offering- they have already been warmed up by someone else- presold. Adwords produces “online window shoppers” that check out your product, then go somewhere else and then go back through a link to your website. Adwords gives you an idea if people are looking for your product/ idea that you are promoting, not necessarily who wants to buy it, because they would have bought it right? 5- A great post that is chock full of information is better spread than a sales page. A sales page will only get spread if it really worked (over sold) for the person who bought it because they will be concerned that the shared product might not work for someone else and now their reputation is on the line. This is the downfall of affiliates. 6- If you can not get people to buy your product now, then why on earth promote through Adwords? 7- No-one really wants your product that badly. Unless it can really do something that is really going to help- or it is a disposable product where their time won’t be interrupted that badly.
  13. 13. 8- Don’t assume that people know what you want- have a designated audience and try to figure out how they are going to get to you. An ebook might be simple and easy to create but is it a medium which your audience would like and know how to use? We assume so much online because we are surrounded by other people who are trying to do exactly the same as you- without thinking of the audience. There was one author who went to a conference as a speaker. They asked the audience who was there to buy something. None put up their hand. Then the speaker asked “who is trying to sell something”…they all put up their hand, every single one. Point 7 is really the point I want to drive home. Don’t bet the bank on your product- whether it is an email subscription, ebook or music file. If you are enjoying what you are doing create, put out, create. Then take time out to promote your products and website. Please note: creating content, SEO’ing the living daylights out of it, releasing it on your blog and sitting back to watch the traffic come in, will not do anything. The process is long and drawn out. When people respond to your content and buy what you are promoting then you can assess to see whether actively promoting through paid means will increase your bottom line. The Internet is not a “fire and forget” method of content promoting, it is a constant drawn out issue because you and your website can be contacted all the time- you are not now making contact. Please feel free to comment, ask questions and leave feedback at “27 Strategies To Discover The Best Affiliate Products That Sell” main page: http://www.ldenetwork.com/27-strategies

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