Selling digital products can be challenging, especially when you’re starting out… You don’t have an email list to mail to and get a quick hit in revenue… You don’t have affiliates you can call on to mail your offer out… Nor do you usually have any real data that what you’re creating will sell.
If you’ve been in your space for a while or you’re creating a product because you found a solution to a problem you faced, you’ve got a much better chance of knowing it’s viable, but you still have to get the sales funnel structure right.
In this mini-tutorial, I’ll walk you through the basics of setting up and selling your digital product. You might already be halfway down this list, and that’s awesome… Good for you!
After working with hundreds of clients and launching hundreds of offers out into the marketplace, this is our process for getting it done…
Step 1: The Product
The first step to selling anything online is to figure out what you should be selling. Sometimes, that’s gut instinct. Sometimes you see a need in the market that you know needs filled. Other times, you see a way to put your own unique spin on something to make it more effective or solve a related challenge.
One thing you need to ask yourself is, “How can I best help my customers solve a problem in their life…” Is that through a digital product? Or through a service-related offer or consulting experience?
The other question you need to ask yourself is, “How do I want my business
At the end of the day, there are plenty of things you can sell and a variety of formats you can package it in.
You can put together:
- eBooks delivered as a PDF or through a Kindle/iBooks
- Video Courses fulfilled on your website or through a Learning Management System (LMS)
- Audio Courses fulfilled on your website or through a LMS
- Digital newsletter delivered regularly through email
- Membership where members receive access to any of the formats mentioned above
The entire book, Create: Transform What You Know Into How You Get Paid, is about brainstorming and building out your product. Click here to get your copy!
Step 2: The Offer
Unfortunately, most people new to building a business online think that once their product is complete, they’re all done… When really, they’re just getting started.
The next thing you need to do is a figure out what your “offer” will be. In simpler terms, an offer is something that you present for acceptance or rejection.
You might offer your membership for $67 a month. Or your ebook for $37. Or your “assisted coaching program” which gives members access to a digital course for $1,500 a month.
Your offer is where you can get creative. You can do:
- Single, one-time payment
- Multiple payments spread out over a payment plan
- Monthly payments for as long as your subscriber remains in your program
- Front end downpayment with smaller monthly payments as they remain a member
- Free trials with memberships after so many days or weeks
There are lots of ways you can make your offer… If you want subscription revenue, you might want to bake that into your offer. If you’d rather have upfront cash, that’s fine too.
Step 3: The Sales Funnel
When it comes to selling digital products online, you’re going to need a sales funnel.
Now, a sales funnel isn’t a standalone page that gets an email optin… That’s called a landing page.
Nor is it a standalone page that has some sales copy and asks for the the sale… That’s a sales page.
A “sales funnel” is a series of pages, sales copy and email copy that moves a prospect through the buying process as quickly as possible and automated as much of the sales process as possible.
Your sales funnel needs to be built for your offer. That’s one thing we talk about a lot in the Convert book.
If it’s higher ticket, you’ll need a webinar. If it’s lower ticket, you can get away with a sales video. In both cases, you’re going to want to have a lead magnet set up to get people converted into your email list so you can market to them in the future.
Here’s an example layout of our Webinar Sales Funnel:
And here’s the layout of our Video Sales Letter Funnel:
Each funnel starts with a landing page giving way a free ‘something’ like a report or ebook.
Then, there’s either a sales page with a sales video:
Or, a webinar registration page:
And, each of those sales pieces are backed up by some solid email marketing automation…
If you ask for the sale too early, your conversions are going to be terrible. If you wait too long, your prospects won’t be as engaged as they should be…
That way, you get the fast revenue that you need to re-invest in growing your business while also growing a tribe and loyal base of customers that will buy from you for months and years…
Regardless of what you sell, writing email marketing copy is easy with Scriptly’s Autoresponder Engine.
You’re able to craft your emails quickly, always catering to the individual subscribers in the different segments of your email list.
Now, let’s dig into the email sequences that’ll help you dial in your marketing…
Automating Your Sales Funnel
Product Sales Sequence
With it, you can send your list right to sales videos or long form sales letters, as well as advertorial-type landing pages. (Plus, there’s now a VSL Creator inside Scriptly for you too!)
You can also use it for multi-video launches, sending folks from one video to the next!
Whenever you want to promote a product, service or coaching program to your list, use this sequence.
(Note: We do have a sequence coming soon that writes all of your product launch copy as well!)
So, you use this when someone buys your front end report or membership, but not one of your upsets. If they buy your front end product, but not Upsell #1 or Upsell #2, you’re going to deploy the Ascension Sequence.
If they buy your front end product and Upsell #1, but not Upsell #2, you’re still going to use the Ascension Sequence… The only difference is you’re going to set it up to sell Upsell #2!
Shopping Cart Abandonment
The Shopping Cart Abandonment Sequence isn’t particularly sexy, but it is powerful. With this sequence, you’ll want to tag everyone who adds a product to the shopping cart, and then fire this email series when they don’t buy after 24 hours.
So, your rule will be something like:
- If prospect adds product to cart, put them in the Shopping Cart Abandonment Sequence.
- When prospect buys, move them out of the Shopping Cart Abandonment Sequence.
- If they are still there after 24 hours, start sending them email reminders, until they buy.
Flash Sale Sequence
The idea with a Flash Sale is you get a bunch of new buyers for your discounted front end product, and then you march them through an upsell funnel to make some of that money back.
… Which means, you can use the Ascension Sequence for the products that folks don’t buy in your funnel!
Webinar Replay Emails
What the Post-Webinar Email Sequence does is add a twist to it… We push the sale. Pretty hard.
If someone signed up for your webinar and either attended or didn’t, we want to make sure that they have every opportunity to buy your offer possible. And after running hundreds of webinars, we’ve perfected the replay sequence many times over.
Typically, whatever sales you got on your webinar – you’ll double that with this sequence going out within 24 hours of the webinar…
Webinar Promotion Emails
From a behavioral segmentation standpoint, there isn’t much going on with this ones, unless you’re moving someone off of a sequence that promotes a video, to a sequence that promotes a webinar. (Some folks would rather buy on a webinar!)
They key to these emails is to really spell out the benefits that someone will receive by attending!
Step 4: Getting Traffic
Now, there are lots of ways to get traffic… You can write blog posts and wait for Google to index the content and hopefully rank you somewhere favorable.
You can try to wrangle affiliates to mail for you, but you need to put up with their schedules and suffer a lot of rejection if you don’t have a personal relationship with them.
You can write press releases or sit on forums answering questions and hopefully directing enough people back to your site to make a dent.
Our favorite way of getting traffic is to just pay for it! This, from a guy who used to say he was allergic to paid traffic and lived for SEO’ing websites…
Now, there are lots of places out there where you can get traffic, but only a few will make sense for your offer. You can get traffic from:
- Facebook - the one most people start with because it's generally easy to set up
- Google Adwords - arguably one of the best sources of traffic on the planet, but more difficult to figure out.
- Youtube Ads - solid when you're using video in your marketing
- Pinterest - very niche specific but low cost when you use it correctly
- Native ads - works well with offers embedded in blog posts and advertorials
I’m happy to dive in and take a look at what the best traffic source is for you and your offer if you set up a free Action Plan call with me here:
Selling digital products is a great way of starting and growing a business online. Cost of fulfillment is almost non-existant. You don’t need a physical location or inventory. You do, however, need to solve a real problem in the world and also make sure that your target market knows you exist…
Building an online business isn’t a, “Build it and they will come,” kind of thing…
If you don’t figure out how you are going to grow your brand awareness and put people on your sales video or your webinar, it’s going to be an uphill battle no matter how much work you’ve put into the product.
If you’d like to jump on the phone and chat about your product, traffic sources or sales process; please click here to set up a call with us!