- Jamie Jensen is an award-winning author and enterprise strategist based mostly in Los Angeles, CA.
- After discounting all of her merchandise to $27 for 4 days, Jensen generated over 1,300 gross sales, 1,000 new electronic mail subscribers, 500 new clients, and $35,000.
- She shared with Business Insider the teachings this flash sale taught her about connecting with clients.
- Don’t lose sight of the worth your small business affords — and be sure you strategically promote that worth.
- Discounting all of her merchandise was not solely easy and disruptive, but it surely additionally made it simpler for current and new clients to replenish.
- Visit Business Insider’s homepage for extra tales.
Although I’ve run a small consulting, copywriting, and digital product enterprise for seven years now, previous to 2020 I’d by no means run a
I’ve executed near 15 different flash gross sales and supported shoppers with their Black Friday gross sales through the years, and final 12 months I even launched an electronic mail advertising template particularly for Black Friday to assist my clients.
This 12 months, I thought, “Why not put my own templates to use and see how a simple sale would perform?”
My intention was to do one thing simple, invaluable, and low effort on the a part of myself and my staff. I by no means anticipated the outcomes we noticed. In lower than 5 days, we amassed over 1,300 gross sales, 1,000 new electronic mail subscribers, 500 new clients, a number of affords to collaborate and promote my merchandise (without spending a dime), a great deal of new word-of-mouth followers, and unsolicited testimonials and phrases of reward for my merchandise.
And all I did was ship 5 emails and submit on social media about thrice. That’s it.
First, I made a choice to low cost all of my merchandise (starting from $97 to $997) to $27 for 4 days.
Here’s what occurred subsequent, and what I discovered.
Read extra: I’m a copywriter who’s labored on lots of of enterprise web sites. Here are 4 key methods I use to raised drive gross sales on-line.
Lesson #1: Selling your self quick has nothing to do with worth level
When you are in the everyday of main a small enterprise, it is very easy to disconnect from the worth you ship. If you are promoting on-line at quantity otherwise you’re not your individual salesperson, there’s extra distance between you and your clients. As a product creator and developer, you then miss out on the response your viewers is having to your affords.
Simply put: You do not personally expertise a buyer’s enthusiasm, curiosity, or curiosity. Over time, this may result in forgetting simply how invaluable and thrilling your affords may be. We typically hear the phrase “don’t sell yourself short” and instantly take into consideration worth. But worth level just isn’t the one and solely measurement of whether or not you are promoting your affords optimally.
The downside I see many enterprise house owners face as they work to maintain their operations 12 months over 12 months is that as their connection to their clients’ enthusiasm wanes, they cease making an effort to persistently market. This is how they promote themselves quick: by pumping the brakes on their promotional efforts. They’ll keep away from sending the additional electronic mail, including the invitation to purchase, or sharing their provide immediately on social media.
When I made a choice that my sale could be simply a low cost, I additionally determined that I would nonetheless strategically market it. I determined to showcase the provide days earlier than it went stay. We despatched our first promotional electronic mail on Monday to tease what was coming Thursday night, and instructed these to mark their calendars.
Here’s a snippet from that electronic mail:
The electronic mail topic line and preview textual content learn: “Anything you want for $27; Seriously, don’t miss out.” It was a daring, clear, clear message that gave us a runway of anticipation and enthusiasm.
Read extra: A 37-year-old entrepreneur created a card sport proper earlier than the pandemic that turned an on the spot hit. Here’s how she made 6 figures in income in lower than a 12 months.
Lesson #2: Disrupt expectations
By discounting a few of my most premium signature merchandise, to the tune of slicing them down to three to 10% of the common worth, I disrupted the market norm. This was a stunning choice that defied expectations and in the end, that’s what advertising is about: creating a splash by doing one thing fully sudden.
In my business, we usually see a bundle, combo provide, or 20 to 50% low cost provided for Black Friday. But I wished to do one thing extra aggressive that was exhausting to disregard.
The fundamental cause I selected to do that was that I wished to make my merchandise extra accessible. That felt good from a worth perspective. But it additionally made strategic sense. I would have the ability to collect information about what clients selected. Plus, over 5% of scholars who take my programs make investments in one other services or products from me. So I knew that by making my merchandise extra accessible, I wouldn’t solely add worth by generosity, I would additionally develop my viewers and buyer base.
Another profit to doing one thing disruptive is that promotion would not must be fancy. The one submit I created for Instagram throughout this sale was a primary black-on-white carousel of textual content. This made it straightforward for my community to share to their Instagram Stories or ship to mates.
Sometimes, you need to do the unprecedented in order to get unprecedented outcomes.
Lesson #three: Simple works as a result of it offers consumers much less selections to make
I credit score my inspiration for discounting all of my merchandise to $27 to the greenback retailer. Everyone loves a greenback retailer as a result of the idea of one-price-for-everything makes decision-making straightforward.
First, it makes the mathematics of including up a cart in your thoughts a lot easier. And secondly, the cheaper price tag is decrease threat, so the choice itself turns into much less irritating.
The one-price-for-everything mannequin additionally creates a freedom the place clients can simply justify stocking up. And with our sale, that’s exactly what occurred. Most clients have been motivated to purchase a number of objects. As a matter of reality, we had hardly any clients purchase just one product. What we did have have been a number of requests so as to add a “buy it all” button to our gross sales web page so they may simply fill their cart with one click on.
The massive lesson right here is to maintain issues so simple as doable. This means in terms of working a sale, select one attractive choice and go all-in with it. Your one factor might be free delivery, a wildly invaluable bonus, a two-for-one deal, a constant proportion off (and make it ubiquitous throughout your retailer), or like we did, one-price-for-everything. You additionally need to be sure you’re directing your clients to 1 web page that options your hottest merchandise.
Since clients aren’t “in the store” with you, you possibly can’t learn their face in the event that they’re confused and ask if they’ve questions. Instead, you need to predict their wants and correctly direct their consideration to the very best choices. To hold it easy, we created one fundamental URL for the sale and included all of our hottest merchandise on the web page.
Read extra: Entrepreneurs say Instagram Stories have helped them promote merchandise quicker and entice clients from house. Here’s how they leverage the social media characteristic to develop their companies.
Lesson #4: Make it straightforward for somebody to develop into a buyer
If you are not making it straightforward for somebody to develop into a buyer, you are making it more durable for your self to develop your small business.
During the sale, I did one thing else to assist drive buzz and make changing into a buyer straightforward. As consumers and colleagues started sharing the sale on social media, we have been tagged and pinged left and proper. In that second, I determined to make myself personally accessible to reply questions. This was roughly 30 private conversations. These conversations led to extra gross sales and shares and relationships.
Now, not each enterprise proprietor has the capability or curiosity to have interaction in this manner, however I extremely advocate ensuring you could have somebody in your staff who excels in this space. When gross sales take off, you are uncovered to a ton of potential clients who could also be completely new to you. Showing that your model is current and cares makes a purchaser’s choice to develop into a buyer a lot simpler.
Lesson #5: Trust the method
If 2020 has taught us something, it is that uncertainty often is the solely factor we will financial institution on. And in enterprise, uncertainty makes all selections tough. In my case, uncertainty labored in my favor. I had no concept that my sale would carry out so effectively. But that is additionally no in a single day success story.
It took seven years of constant work to construct the merchandise, relationships, and mailing record to tug this sale off. I’d even thought-about retiring a few of these merchandise and second-guessed creating them in the primary place. What I discovered is that you need to belief the method; there’s all the time a option to innovate on older modes of doing enterprise. It’s all a matter of rethinking the way you package deal it up and put it on the market.
My bestselling copywriting templates have been initially created as a part of a one-template-per-month subscription service 4 years in the past. Today, I promote them outright, use them as bonuses, and bundle them with different merchandise I provide.
We just lately revamped my copywriting course “Copy That” from video modules to audio solely so it is simpler for college kids to study on-the-go. With podcast listenership rising and audio-based networks and apps taking off, we’re adapting how we ship on-line schooling.
And, whereas my writing program Story School was initially created as a stay course, we have since damaged up the content material so that the primary module is free and this system is completely self-led. There are infinite methods to revamp, repurpose, and repackage your merchandise to fulfill the evolving wants of shoppers. But, seeing the way it all suits collectively can take time and observe.
Like doing a pull-up on the gymnasium, it is almost unattainable to get your weight above that bar till it is easy. You merely hold doing it. And once you give attention to sustainability, integrity, and agility, you may be extra versatile in your strategy. That will enable you discover new, creative methods to repackage your worth, disrupt the norm, and generate a burst of recent enterprise — whether or not you are in 12 months one or 12 months 20.