Selling to Cold, Cool, Warm & Hot Traffic, Part 2
About a week ago, I posted some thoughts about how to sell differently to hot vs. cold traffic (and everything in between). If you haven't read that post, I recommend reading it now, because I won't be repeating some important points I wrote about there. At the end of that post, I promised to finish the thought, so here it is.
Selling to hot traffic
Hot traffic already has a pretty good handle on what problem they're trying to solve, what kind of product will solve it, and how it'll do it. They just need to decide whether your product is the best choice.
So how do you talk to them? A 50 page sales letter that tells them what their problem is, how to solve it, and reveals that you've got a product that implements the solution? What a waste of time!
What they want to know is:
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July 26th, 2010 at 6:35 pm
Antone, Thank you for the useful information,I'm 56yrs. old and have only been on a computer,and online for a little over two years,with only self taught knowledge.I find your blog very informative.I do how ever tend to disagree with what I see as a industry wide habit of overloading the buyer with "bonuses",as information overload is a real problem for some of us.A offer of "bonuses" at a later date (rain check) would seem to me to be a lot better received by the"average" buyer.I know that I'm still learning every day about the auto responder,it's uses in marketing,and the different marketing tips I can use and give to others.If I added a big list of Free Bonuses,I would just overwhelm someone of my caliber.
July 26th, 2010 at 7:33 pm
Paul,
Thanks for the comment. I agree that often, the never-ending list of bonuses attached to a product gets pretty absurd -- especially when the bonuses aren't directly related to the main product. If the bonuses are things that will enhance the value of the main product, that's ideal and doesn't muddy the offer. But if looks like the seller just wanted to tack on some bonuses, so they threw in a bunch of random junk, then I think you're exactly right.