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Pop-Up's
& Your "Haven't-Bought-Yet" Campaign
Studies
show that people have to see a marketing message up to seven times
before they buy. Think about it. Let’s say you see a
commercial on TV for some product – do you buy it right then?
Probably not. Do you buy it the third time you see the
commercial? Probably not – but by now you’re thinking about
buying it. Maybe you buy it the fifth time. Maybe the
sixth. I do it. You do it. We all do it. Most
people have to see a marketing message a few times before they act.
Sadly, for you and your affiliates, this also means that most people
aren’t going to buy your product the first time they go to your
website. So what do you do so you can keep getting your product
in front of them until they buy?
You use a pop-up ad to snag their email address and an autoresponder,
like Aweber, to keep sending them follow-up
messages, like TV commercials, until they buy.
Pop-ups are, hands down, the
smartest thing any site owner can do.
Choosing a Pop-Up
There are quite a few pop-up’s available but not all of them will do
what you want them to do. Here’s what you want to look for:
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Unblockable. Everyone
has a
pop-up blocker on their computer so your pop-up has to get past these
blockers. Make sure the one you get is unblockable. |
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HTML-ready. Some
pop-up’s
are just an image, and you can’t enter your name and email address into
an image. You have to be able to put HTML form code in it so your
visitors can give you their contact information. |
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Control. Have you
ever seen
a pop-up that you had to chase all over the screen just to close it or
one you couldn’t get rid of at all? Annoying, wasn’t it?
Did it make
you want to stay at that site or get away from it as quickly as
possible? You want to be able to control how your pop-up appears
and
how it goes away so you can make sure yours doesn’t annoy your visitors.
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I’ve tried a couple different pop-up’s and the
one I really like is Instant PopOver.
It’s customizable, unblockable, pretty easy to set up, and you get lots
of different eye-catching styles to pick from, can choose how and where
you want it to appear (float in, etc.) and you can also use it as an
exit pop-up or to pop up messages or alerts.
If you’re using Aweber for your
autoresponder, it comes with a free pop-up [I set it up just so I could
snag the form code out of it and use it in my pop-up 
] but it’s visually b-o-r-i-n-g. If you use their pop-up, be sure
to jazz it up with an image and some color to make it more eye-catching.
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When
it comes to autoresponders… Go to any online forum and look for posts
from people asking which autoresponder the other posters use and you’ll
see almost all of them rave about Aweber.
You get an unlimited number of lists, can send bigger attachments then
on
other autoresponders, and can use it as an autoresponder, to send out
your newsletter, or to blast a message to your whole list. They
handle all the subscribes and unsubscribes for you, as well as keep you
out of trouble with the SPAM laws. They have unbeatable customer
support, lots of tutorials, and they even send you tips to help you
make more money.
I’ve tried a few other services in the past but none of them can
compare with Aweber.
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You’ll want to set up your pop-up so that it
pops up the minute people get to your site.
Now that you’ve grabbed your visitor’s attention, you have to get them
to cough up their name and email address. Since most people are
afraid of getting buried in junk email and won’t readily give it out,
your pop-up has to offer them something so irresistible that they just
gotta have it and will eagerly enter their name and email address just
to get it.
So what can you offer them? A Special Report or mini ebook on a
topic your target market wants to know about.
Since it has to be something they just gotta have, think about your
target market – really picture your target customer in your mind.
What concerns do they have? What do they want to know?
Brainstorm. Write down every idea that comes to mind.
Maybe:
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10 Ways to… |
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7 Mistakes People Make… |
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The Top 3 Ways to… |
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The Secret to… |
Choose one great idea that will really
resonate with your target market
and turn it into a short mini ebook on it. It can be 2 – 5 pages
long. Just like a regular ebook, give it an introduction, the
meat in the middle, and a conclusion. Use the last page to sell
your main product and be sure to include a link to your site in
it. Spellcheck it. Have a friend proofread it.
Give it a good name. Convert it to a PDF.
You’ll upload it to your autoresponder next.
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One
pop-up I saw on a site comes to mind that promises to tell you the
secret to getting out of the “rat race” and when you get their mini
ebook, they tell you the secret is to save.
Now…
Let’s say their typical target customer is struggling to pay their
bills and put food on the table and scrounge up enough money to put gas
in the car just so they can get to their crappy, low-paying job and
this stupid ebook is telling them the answer to their problems is to save?!
Save what?!
So this would-be customer will feel gypped because they were expecting
more than that. They will unsubscribe from this seller’s email list and
will not buy the product the seller is selling. Ever.
All because the mini ebook had no real value to them.
Make sure your mini ebook has value to your
potential customer.
And deliver what you promise in the pop-up!
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Your “Haven’t-Bought-Yet” Campaign
The names and email addresses your pop-up sends to your autoresponder
will go on a new list you set up – this list is your
“haven’t-bought-yet” campaign.
Personalize each message you send
out by
setting up your autoresponder to use the person’s
first name he or she entered in your pop-up. |
The first message the autoresponder will email
to the people on the
list is to confirm they want to be on this list. This is a pretty
generic message that is already set up but you can customize it to give
it a little more personality if you want.
Once the person confirms they want to be on this list, the
autoresponder will immediately send them the next message with your
Special Report attached.
Remember that the whole
point is to get them to buy your
main product so use this email to keep selling to them. |
Thank them for their interest in your mini
ebook (use the title of it
in your message). Remind them what your main product could do for them
and include a link to your site. Fluff it up and make it sell.
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Email Tips
Email Filters
Since spam is such a big problem, many email accounts filter email so
you need to know how to get past these filters so your messages will
get through to each person on your list.
Words and phrases that trigger filters include:
For a complete list, click here and scroll down.
If you must use any of these words in your email, get creative, like
this:
so they’ll get past the
filter.
Subject Lines
Most people glance at the subject of an email and decide if it’s junk
or not so you only have about two seconds to get them to open your
email before they click “Delete” without opening it. Always give
your emails an attention-grabbing subject line.
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Give this first email an attention-grabbing
subject line,
attach the mini ebook, and set this email to go out immediately after
the
people sign up for your list.
Think of these people as having just seen your first TV commercial.
Like we talked about earlier – it takes
seeing your marketing message up to seven times before they’ll buy your
product,
so you’ll set up your autoresponder to send them a follow-up message,
say,
three days later, then another three days after that, then another five
days
after that, etc., etc. until they buy your product.
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