In part one of my Online Promotion Tips Report,
I revealed how we got 1,000 people to register for a free teleclass.
All our efforts were directed to getting people into our 4 week Law of
The free teleclass, 5 Internet Marketing Traps That Can Derail Your
Business, was carefully designed to provide lots of valuable content as
well as to demonstrate that
- We know what we’re talking about
- We walk our talk
- We have something of value to share with others who want to use the Internet to build their business
The final purpose was to sell the Law of Action
program. The final 15 minutes of the program was devoted to the
“close.” I want to note here that we were totally upfront from the
outset that the free class was an introduction the fee class. There was
no attempt to hide it in our sales copy or registration emails.
One of the basic rules of closing a sale, or sales copy, is to
create a sense of urgency. This is a common tactic to persuade people
to take action.
Our urgency was a $300 discount on the tuition if the person
registered within 24 hours of the free class. After that, the tuition
went up $100 every 48 hours. Believe me, this works. 80% of all
registrations were done in the first 24 hours. And we kept our word.
Every 48 hours the fee went up.
The teleclass was recorded (we use InstantTeleseminar
which I LOVE!) and I immediately edited the audio and posted it on a
web page with more information about Law of Action and a link to
register and get the discount.
An email was sent out in less than 24 hours to everyone who had
registered letting them know the audio was ready and that they had X
hours to get the $300 discount.
Lots of email is required for this type of promotion. It’s natural
to lose subscribers when you send promotional email. Here’s my view on
There are always people who ONLY want free stuff.
They get pissed off if you have something to and actually make a living
with your business. They will unsubscribe and that’s OK. They will
never be your customer.
When you have urgency, you
have to send numerous follow up emails. If you don’t, you leave money
on the table. People ALWAYS sign up at the last minute. It’s just
There’s one more tactic we used to enroll people in the class. I’ll get to that in my next post…