Secrets to Success
Business blog with your end goal in mind
Part eight in a 13-part series
In Part Seven of the 12 Laws of Online Marketing with Business Blogs, RSS, and Podcasts, we discussed Law #6: Reverse the risk to watch your list grow and your sales soar. If you missed earlier installments to this 13-part series, you can find them at advancedbusinessblogging.com.
Law #7: Business blog with the back-end sale in mind
No matter what business you're in, back-end offers are what separate a marginal cash-flow company from one with outstanding profits. Growing with a strong back end is as simple as going to the bank. If you delivered what you promised, you've got a substantial amount of trust on "deposit" with your current clients. To earn "interest" on this goodwill, just provide a useful offer to your clients. Think of the back end as an added reward for people when they interact with you.
There are literally hundreds of ways to apply this law. For example, what happens when you pull into a fast-food drive-through and place an order for a lonely burger? You immediately hear, "Would you like a value meal with that?" Then, even if you ordered a value meal to start, you hear, "Would you like to super size that?"
This is back-end sales in its simplest form. The fast-food restaurant has done all its marketing and advertising to get you to their door. Now you're there, and they're going to make sure that all your needs are met, and that their profits are maximized.
Keeping it simple, here's a look at how to maximize a new subscription to an e-zine, newsletter, or white-paper download that's listed on your business blog. Most business owners are so excited to get those new subscriptions that they stop right there.
The back-end-savvy business owner, instead of just thanking the new subscriber with a generic message, makes them an offer for a free CD, shipped to the person. Many prospects will jump at the offer, beginning a long-term win-win relationship with you. They win with a quality, benefit-packed CD. And, you win with more complete contact info so you can continue to build the relationship online and off-line.
There are dozens of ways for any business to apply this principle. Yes, even yours! If you think your business doesn't lend itself to this type of quick back-end (free) up sell, give it some more thought. You'll be surprised how creative you can get when you pull the blinders off.
Remember -- even marketing that breaks even or sustains a loss can be profitable on the back end when you're filling your pipeline with long-term clients. This is what makes CD and book club offers work. They use a "one-dollar offer" to hook you, then make their profits on the back end.
Attracting new leads and converting them to clients is the most expensive process for any business, but serving your existing and previous clients again and again is easier and far more profitable.
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John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at JPM@RPMsuccess.com
or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at DCM@RPMsuccess.com
or toll-free at (888) 334-8151.