Some inside baseball for ya

Philip Morgan

As you probably know, my primary way of sellin' is via my email list.I've discovered an approach to selling some of my services that works pretty well, and I'm going to use this post to briefly describe it. If you also have an email list of any size, you may find this interesting.The service this works particularly well for is my Positioning Accelerator Program (PAP).Naturally I have a page that describes that service on my website. But email plays a vital role in selling that service too.At the end of most of my daily emails, I include some kind of call to action to check out a product or service of mine. Sometimes that call to action will be to check out PAP, and I both link to the page where I describe the service, and I include what Drip (the email marketing software I use) calls a Trigger Link.If a list member clicks the Trigger Link, that fires a Drip automation that subscribes them to a short sequence of emails. The member gets these emails in addition to my regular daily emails.The short email sequence does three things:

  • Describes PAP in great detail. How it works, who it's ideal for, and so on.
  • Provides some proof that PAP has value through case studies of previous participants.

That's 4 emails worth of info. The next 3 emails do one more thing:

  • Invite folks who are interested in joining PAP to schedule a 30m video call with me via a Calendly link to discuss further, ask any questions they have, and see if it would be a good fit for them. The last 2 emails are simply reminders to take this next step.

At this point, anyone who has clicked that Trigger Link has been presented with enough detail on PAP, spaced out over 4 days, to decide whether it's something they're interested in, and has been asked 3 times, spaced out over 2 weeks, if they want to take the next step.What's the conversion rate on this approach? I have no idea. I do know that it's helped me keep PAP 100% full with a waiting list for many months now, so from a functional perspective, the conversion rate = plenty good. :)Caveat time!I've tried this same approach with my course on positioning and it's worked very badly with that product. I think the problem there is the product (wrong price, not described well, and BTW I'm going to be re-working this product to improve it) more than anything else.Anyway, if you have more than 1 thing you promote in your emails to your list, you may want to experiment with this approach to see if it helps you.A quick heads-up: The last 2 weeks of December are when I run my yearly Tax Writeoff sale, a 30% sale on The Positioning Manual for Technical Firms (even applies to the $350 Strategy package). If you've been wanting to buy the manual and the expensive-but-worth-it price has been an obstacle, maybe this sale will help.-PP.S. Know a self-employed software developer who might benefit from specialization? Send 'em this free gift! Details here --> /referrals/