- Written by Eric Mack
Stair-step marketing (or “don’t ask her to marry you on the first date”): You don’t ask a woman or man to marry you on the first date.
Therefore, don’t ask someone to buy from you in the headline of your ad. Instead, offer value, information, and solutions.
Your customers are people, and they want a trusted long-term relationship. Too many companies create marketing that feels impersonal, sterile and distant.
People are built to interact with people, not with “corporate entities.” Create a marketing experience that feels like building a relationship with a new friend.
Small action steps lead to big results over the long-term. As you build your stair-step marketing system, you’ll find that, over the long term, you’ll get very big results when many people are taking small steps since these small steps add up to big results in the long run.
The objective is to optimize the system, not to “get at the golden eggs” by killing the goose and going for a quick “as soon as possible” sell.
Build it and optimize it for one customer. Then attract many. Build your stair-step marketing system for ONE person (your customer avatar).
After you’ve designed a personalized, relationship-oriented experience, then “open up your funnel” to scale up your lead generation.
A basic 5-step framework for your stair-step marketing system: lead, subscriber, customer, up-sell, and back-end.
Get leads: run “interruption marketing” ads. Advertise on search engines. Create valuable content, videos, and articles that lead back to your website. Partner with others who have lists.
KEY: always promise results, benefits, and relief.
Capturing a subscriber: “sweeten the pot” as soon as someone comes to your website — to encourage them to opt in to your email list.
Offer free videos, PDF reports, a free analysis, etc., in return for opting in. Immediately begin by sending value to communicate that you’re one of the “good guys.”
Converting to a customer: continue to send valuable tips and informative content that builds credibility, trust and motivation on the part of your prospect.
Include occasional “special offers” to get additional value, bonuses, and promotions. Invite & interact with prospects to take advantage of user-generated content.
Up-selling at the point of purchase. The highest probability of getting someone to buy something from you is when they’re already buying something from you — during the purchase.
Make your “up-sell” relevant and valuable to the original purchase — so that it “makes sense.” Example: offer an advanced version of what they’re already buying.
The back-end of your business: follow up FOREVER now that you have a customer, the name of the game is to KEEP them as a customer.
What if you kept investing in your customers, after they became customers? What if you involved them in your product designs?
The old model: “give away advertisements.” It used to cost a lot to give away almost ANYTHING.
The internet has changed this, by allowing us to distribute documents, audio and video virtually free. Our inner chimp resists giving something away in order to get something in return.
The new model: give away something of REAL value. The highest leverage thing you can give away is content that educates your customer.
Free reports, free videos, a free webinar, free consultations — all have high perceived value. What could you create and give away?
The cost of creating and giving away massive value is now $0. Anything you can distribute online can now be given away essentially at no cost.
So what are most businesses doing about this? NOTHING.
Give away more value = attract more customers to your site and list. The more value you give away, the more you attract people to your site, and to your list.
There’s a lesson here: in the future, the game is about who can create the most VALUE.
The GURU mastermind: a “moving the free line” case study. I asked myself: can you give away TOO much?
I set out to give away $1,000 worth of value to as many people as possible. It resulted in a multi-million dollar product launch.
Create and give away something that’s worth at least $100. Create a set of free content, downloads or videos that are worth at least $100.
Then give it away — to as many people as you possibly can. You must get over your “justice mechanism.”