{"id":2504,"date":"2020-02-21T17:49:00","date_gmt":"2020-02-21T17:49:00","guid":{"rendered":"https:\/\/wordpress-208265-2589390.cloudwaysapps.com\/?p=2504"},"modified":"2020-02-21T17:49:00","modified_gmt":"2020-02-21T17:49:00","slug":"sales-simplicity","status":"publish","type":"post","link":"https:\/\/angiecolee.com\/sales-simplicity\/","title":{"rendered":"it doesn\u2019t have to be hard…"},"content":{"rendered":"

Value is subjective.<\/span><\/p>\n

There, I said it.<\/span><\/p>\n

And most of the time, we\u2019re walking around arbitrarily assigning value to everything we see, touch, interact with.\u00a0<\/span><\/p>\n

That grubby, unwashed looking person doesn\u2019t make much money (<\/span>that\u2019s not always the case<\/span><\/a>).\u00a0<\/span><\/p>\n

That well-dressed person driving the Benz must make a lot of money (<\/span>also not always the case<\/span><\/a>).<\/span><\/p>\n

That meal at the sidewalk cafe is worth $20 but NOT $50.\u00a0<\/span><\/p>\n

Point being\u2026 we\u2019re often adding value to people and things, and often we use that value to judge what we\u2019re seeing.<\/strong><\/h3>\n

And when the value is subjective, personal, and prone to incorrect assumptions – well, there\u2019s a big ol\u2019 disconnect between actual reality and what we perceive.<\/span><\/p>\n

Take for instance my field\u2026 internet marketing.<\/span><\/p>\n

It\u2019s really easy to look at gurus with fancy cars and even fancier sales funnels (packed with popups, upsells, downsells, cross-sells, segmentation, automation\u2026 you name it) and assume that because of the sheer technological complexity, this campaign must be working.<\/span><\/p>\n

It\u2019s also really easy to look at simple setups (for instance, a consultant who might talk to you, make an offer, and send a PayPal link) and assume that they must be beginners or barely scraping by.\u00a0<\/span><\/p>\n

But here\u2019s the thing\u2026 it doesn\u2019t have to be complicated to work.\u00a0<\/strong><\/h3>\n

And just because it\u2019s complicated doesn\u2019t necessarily mean it works <\/b>better<\/i><\/b>.<\/b><\/p>\n

I\u2019ve seen complex funnels hemorrhaging money, because they\u2019re so big and unwieldy that fixing one part often breaks another.\u00a0<\/span><\/p>\n

In those kinds of sales funnels, finding the obvious holes\/leaks usually requires a team either:<\/span><\/p>\n

1) go though the thing from start to finish and systematically work through all the fixes, or\u00a0<\/span><\/p>\n

2) bring in a consultant with fresh eyes to point out the fixes that may be less obvious\u00a0<\/span><\/p>\n

I\u2019ve also seen super simple campaigns bring in multiple millions of dollars.\u00a0<\/strong><\/h3>\n

And I really mean simple here. One of my biggest copywriting wins was a series of 3 emails that generated $8.4MM in sales over 60 days. The only sale we made in those emails was urging people to come back to the retail store (where we hadn\u2019t seen them shop in at least 180 days).<\/span><\/p>\n

I remember showing that email sequence to a prospective client who laughed because the first email started with a corny joke (that audience ate up corny dad jokes like you wouldn\u2019t believe).\u00a0<\/span><\/p>\n

It was a hardware store, and I decided to have fun with it\u2026 the first email said something along the lines of \u201cwe miss you like a power tool misses a battery. Can we reconnect?\u201d<\/span><\/p>\n

SIMPLE.\u00a0<\/span><\/p>\n

Trying to re-establish a relationship. Reminding loyal shoppers why they\u2019d been loyal shoppers to begin with. NOT hard selling from the outset.<\/span><\/p>\n

The sequence would go on to offer them rewards points, and then ask them to hit reply and tell us why they hadn\u2019t been shopping.\u00a0<\/span><\/p>\n

Equal parts self interest and interest in learning more about\/better serving the customer.<\/span><\/p>\n

We assumed going in that we\u2019d hear complaints about overpriced product or poor customer service. Instead the biggest reason people had stopped shopping is we\u2019d closed or remodeled their local store and now getting there was a pain.<\/span><\/p>\n

For those folks, letting them know they could also shop online was like turning on a spigot.\u00a0<\/span><\/p>\n

Anyway\u2026 this prospective client saw the email sequence, laughed and said, \u201cok but if you ever write something for me, it can\u2019t be this corny bullshit\u201d.<\/span><\/p>\n

I replied, \u201cif your people love corny bullshit, then corny bullshit is exactly what they\u2019ll get. You don\u2019t have to personally like the approach to respect the results.\u201d\u00a0<\/span><\/p>\n

There wasn\u2019t much argument after that.\u00a0<\/span><\/p>\n

(note: voice is also very important to these campaigns, so I\u2019d never just blanket approach things with the corny joke strategy for each and every client – I just wanted to make a point to this prospective client)<\/span><\/i><\/p>\n

The point to all of this is not to underestimate the power of simplicity.<\/strong><\/h3>\n

When your customer understands what\u2019s happening at every step on the path, AND you have a clear and useful offer\u2026 then you don\u2019t have to worry about whether it looks fancy\/valuable enough.<\/span><\/p>\n

The real value is in the sales and impact you\u2019re making\u2026 not HOW you\u2019re making it.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Value is subjective. There, I said it. And most of the time, we\u2019re walking around arbitrarily assigning value to everything we see, touch, interact with.\u00a0 That grubby, unwashed looking person doesn\u2019t make much money (that\u2019s not always the case).\u00a0 That well-dressed person driving the Benz must make a lot of money (also not always the…<\/p>\n","protected":false},"author":5,"featured_media":2509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/posts\/2504"}],"collection":[{"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/comments?post=2504"}],"version-history":[{"count":0,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/posts\/2504\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/media\/2509"}],"wp:attachment":[{"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/media?parent=2504"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/categories?post=2504"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/angiecolee.com\/wp-json\/wp\/v2\/tags?post=2504"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}