Summary of 'Sale Implementation Method' that Generates 3 Months of Revenue in 1 Week
No matter how much you develop a software or web service that you are satisfied with, if it does not sell, you will not make a profit and it will be difficult to continue operating.
Lessons from Running a Sale that Earned 3 Month's Profit in a Week | Cory Zue
https://www.coryzue.com/writing/black-friday/
◆ Appropriate sales structure by adding value
In the United States, large-scale sales such as Black Friday and Cyber Monday, which are held the day after Thanksgiving, are famous, but Mr. Zui also said that the sale was tailored to this Black Friday. Generally, on Black Friday, there is a big price cut such as '95% discount on the regular price!', But the problem is that such a big price cut incurs enormous costs. It is also possible that a customer who purchases the product will consider the product to be 'only 5% of the regular price' by making a significant price reduction such as '95% discount'. This can change the image of a 'great product' into a 'just product.'
Therefore, Mr. Zui set up a strategy of 'adding value' rather than simply lowering the price. This strategy is, for example, a product called 'Tailwind UI' that usually sells for $ 295 and a product called 'Refactoring UI' that usually sells for $ 149 (about 15,000 yen). It will be sold for a total of 279 dollars (about 29,000 yen). In this case, the buyer will get a total of $ 120 (about 13,000 yen), but the seller will also get higher sales than selling only one of them.
SaaS Pegasus also had a $ 295 (about 31,000 yen) course that can be used only on a single site and a $ 750 (about 78,000 yen) course with an unlimited number of sites, so the price of a single site It is said that it has become possible to purchase a course with an unlimited number of sites. This makes it possible to offer customers a 60% discount without significantly reducing their per-customer revenue or reducing the value of their products.
◆ Sales promotion
When promoting sales on sale, there are four main targets.
1. 1. Those who are interested in the sale and notice the existence of the sale
2. People who are not interested in the sale and notice the existence of the sale
3. 3. People who are interested in the sale and are unaware of the sale
Four. People who are not interested in the sale and did not notice the sale
1 and 3 are potential customers, but 2 and 4 are people who are annoyed by promotional emails and the like. The basic idea of sales promotion is to appeal to 1 and 3 while avoiding being treated as spam by 2 and 4. In particular, 3 is the part that leads to the loss of customers, so it is generally considered necessary to appeal to those who are interested while taking the risk of advertising to those who are not interested.
And the first place to promote sales is the website. People who visit your website are interested in the product in the first place, so you should make sure that your website visitors see the sale news. In the case of Mr. Zui, a prominent yellow banner was displayed at the top of the website.
Also, if you have an email list, those who are on the email list are also 'people who are interested in the product' and are included in those who should be notified of the sale.
Mr. Zui sent an email at the following two timings.
1. 1. At the start of the sale
2. 24 hours left until the end of the sale
It is said that some people send emails 48 hours before the end of the sale, but it is not recommended because 4 or more emails may be considered as 'nuisance'.
And here's an example of a notification email that Mr. Zui likes. From the top, the email structure is 'self-awareness,' 'truth,' 'option to mute Black Friday email,' 'appropriate amount of appeal,' and 'gratitude.'
When you translate the above email, it looks like this. The content is an online course instructor telling students about the sale.
'I know, it's like another Black Friday email on Monday!'
But please listen to the end. This week it costs most of my annual income. Please be patient for a while.
If you can't stand the Black Friday sale but don't like me, click here to mute until the sale is over. If you don't want to receive any emails, you can unsubscribe from here.
I have big sales on online courses, most of which are 50% off! Such sales are only done once a year. If you want to learn something new before the end of the year, or if you want to start studying in early 2021, try one or two now!
That's all! 2020 was a tough year. Thanks to everyone who supported me. I'm fortunate to get a job like this, and to be able to tell coding and mediocre jokes. '
◆ Promote traffic during sale
Attempts to drive traffic during the sale are more valuable than at any other time, Zui said. If you are posting advertisements, you should increase the budget during the sale, and when conducting content marketing, you should consider publishing articles and advertorials.
In the case of Mr. Zui, when he held a conference called Modern JavaScript for Python Developers , he thought that the potential customer Python developers would be watching and promoted it. The movie showing the conference was talked about on the online bulletin board Django subreddit , which caused a huge jump in traffic to the websites on sale, leading to hundreds to thousands of dollars (tens of thousands to hundreds of thousands of yen) in revenue. Mr. Zui said.
◆ Sale result
As a result of the above efforts, Mr. Zui was able to raise sales for the usual three months in one week.
The details of the sale are as follows.
Execution days: 7 days
Total sales: 21
Total income: $ 6,195 (about 644,500 yen)
Total profit: 6002 dollars (about 624,400 yen)
Conversion rate from email: 0.8% (6 sales)
Conversion rate from new registration: 16% (14 sales)
Zui also notes that if someone creates an account during the sale, the odds of buying the product are nearly 20 times higher than before the sale.
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