What I'm about to tell you is something that I wish I had been told when I first started selling products online. In fact, maybe I was told — I just wish I was paying attention.
So listen closely. This will make your life selling courses (or really any products) so much easier.
It's simply this:
Every market in the world can be broken down into three groups.
- The first is the group of people who won't buy anything ever, no matter how bad their problem is. This makes up roughly 80% of every market on average.
- The second is the group of people who maybe will buy something from you to solve their problem, but the problem isn't bad enough for them and they're not quite ready yet. This makes up roughly 18% of every market on average.
- And the third is the group of people who already have their credit cards out and are actively looking to buy something to solve their problem because it genuinely keeps them up at night. This makes up roughly 2% of every market on average.
And if you want to run a highly profitable business that you love, your best bet is to focus exclusively on the 2%.
Market only to them.
Any time you think of the "perfect customer" — the person who doesn't balk at your prices and who follows your course instructions to the letter without questioning every step — you're thinking of a member of the 2%.
The people within the 2% are the customers who have spent months already Googling for a solution, who have tried everything, who have often even bought other products already — and who are finally sick of dealing with this problem and will solve it at any cost.
They understand the value of their time and they understand the high cost of low prices. In fact they often prefer paying higher prices, because they've been burned so many times by cheap products.
And most importantly, they don't want to "figure things out themselves".
They've tried already.
They just want an expert to tell them what to do.
They already know they won't figure it out themselves.
They just want it solved. Now.
And these people are in your market too.
So what do you say to attract them to you?
The 2% have been through a lot.
In many cases, they're already "mini-experts" in your field because of all the research they've put in — so they're wary of over-the-top, hard-sell sales letters. They just don't trust them.
So while their credit cards are out, looking to buy something, you can't just put a sales letter in front of them and expect a sale.
The 2% need you to prove you can actually solve their problem.
That's it. They need you to prove you have the knowledge, expertise, and teaching skill to effectively solve whatever it is they're struggling with — and end it for them for good.
If you can do that, the sale is yours.
Even at premium prices.
No hard sell required.
At this point I'm sure you've heard of "content marketing".
And content marketing — putting out articles that help customers solve their problems rather than always focusing on the hard sell — is a very good thing, as you can tell from the case study on the previous page. I'm a big believer in it.
But the problem is how most people go about it.
What I've discovered over the years is that one ultra in-depth article that solves a market's huge, burning problem is generally much better than 100 decent articles on a blog — or hours of content on YouTube.
And that's because when producing mass content, you're bound to produce some duds.
And those duds — even among a sea of amazing articles — can be all it takes to turn off the 2%. To make them doubt that you're the right expert for them.
But if you can produce one in-depth article to actually solve the big, burning problem for your market's version of the 2%?
I've done it again and again with my clients.
I can confidently tell you: that's all it takes.
And that's the magic behind the sequential sales page method I broke down for you on the previous page.
The entire idea was to actually show the 2% how my client would solve their problem — based on clients she's already solved it for.
By giving them 80% of the solution up-front in the most straight-forward language possible, she effectively proved to them that she had methods that really worked — because all they had to do was test them out for themselves.
Then all she had to do was gently offer her course as the full solution to capture them as customers.
They didn't want to spend more time Googling for the rest of the solution.
They knew from experience that was a dead end.
They just wanted to pay her to have it all right now.
At the same time, because of the quality of her article, she captured the 18% of the market who were maybe going to buy something — but weren't desperate enough yet.
They'd come back again and again to go over her instructions.
And then when they were fed up with how much time they were wasting, they'd become a member of the 2% — and buy.
It's extremely simple — but unbelievably effective.
Of course, this method of selling all depends on one critical thing: that you're actually an expert in your field — and have a solution that truly works for your ideal market.
If that's the case, what I've shared so far is just the beginning.
So if you want to keep going, click over to the next page.