Build a Business, Not a Product

I’m sure you heard the buzz when Ryan Deiss’ “Continuity Blueprint” went up for grabs.  The “Continuity Snowball” video where he demonstrated how a $27 product making just 3 sales per day can easily bring in yearly earnings of over $250,000 made big waves within the internet marketing community.

Then there’s the Nitro Quatto system, which is similar in that it focuses on continuity, upsells, downsells, cross sells, etc. to bring the value of each customer up.  Rather then sell folks 1 item, you sell them 5.

These systems are the difference between selling a product and actually building a business:

1. Sell folks a product.  Put links to your other products on the “Thank You” page.  Put customers in an autoresponder sequence that tells them about your other products.  Broadcast emails to them about affiliate offers.  Hope they buy more at some point.
2. Build a list of buyers through a “Nickelmania” or other such lower-priced sale offer.  After the purchase, give them one time offers, upsells, downsells, entrance to a continuity program.  Within the member’s area give them the option to buy the OTO, upsells, downsells they may have initially denied.

Which model do you think makes the product owner more money?

WHY BACK END SALES WORK

When  customer hits the “Buy Now” button, they’re hot to trot on your offer.  They like you.  They like your offer.  They’re getting a little “I’m getting new stuff!” high from the whole thing.  They feel like they’ve made a good decision.

And, if it was good to buy Product A from you, it makes sense that Product B is good for them too.  Why?  Because it validates their own feelings - that your offer is good, that you are good.  If you can catch people when they’re in this mental state, they’ll buy more from you.

FULFILLMENT PROBLEMS

But, setting up the system you run into a little problem.  If you’re providing multiple products as upsells, downsells, multiple continuity programs, etc., actually fulfilling the order is a huge pain in the butt.  You can’t send everyone to the same “Thank You” page because some people purchased Product A & C but not Product B, some people only purchased Product A, some people bought EVERYTHING, etc.  It’s a logistical nightmare.

BUYERS ONLY

It’s also important that you deal with a list of BUYERS, not window shoppers.  One method to make sure your prospects have a credit card in hand is to conduct what’s known as a “Nickelmania” sale.  You offer a product with a starting price of $0.05.  Each time someone buys, the price goes up $0.05.  It provides a low barrier to entry so you can offer them more on the back-end, makes sure you’re working with paying customers AND there’s a sense of urgency as the price goes up with each sale.

ONE CLICK UPSELLS

Something else that’s VERY important if you want to max out your conversion rates on the 2nd, 3rd and 4th offers you bring to your customers: ONE CLICK UPSELLS.

This means that a customer clicks a “Yes, add this to my order button” and it’s done.  They don’t have to fill out their credit card information again, they don’t have to go through a lengthy (and often abandoned) checkout process.  One click.

One click upsells make all the difference in converting those back-end offers to actual sales.  It’s incredibly powerful - but requires custom programming.

I’m in a mastermind with some of the brightest and most innovative thinkers in the business and they’ve been using a custom script for their one click upsell process for a long time now.  EVERYONE has reported astronomical rises in the acceptance of their back end offers once they’ve implemented the one click upsell process.  It’s imperative to max out your per-customer value.

AUTOMATING THE PROCESS

My business is being redesigned to use this process.  It will run on autopilot.  Price goes up nickel by nickel.  Customers are offered additional products with a one click upsell.  Fulfillment on the “members area” side is automatic: each customer gets what they paid for without interaction from you.

Then within the member’s area you show customers the products they haven’t yet bought (on a per-person basis) and offer 1 click upsells for those as well.

My biggest roadblock to setting up this system - which I KNOW converts - is simply the technicalities of it.  The fulfillment, the one click upsells, the nickelmania, the multiple continuity programs - it’s all a huge programming headache.

Instead, I’m going to be using a set-it-and-go script that automates the entire process.  It will be publicly available tomorrow.

Now, whether or not you think you’re ready in your own business for this kind of sales process, you absolutely MUST know that you ARE going there one day.  Perhaps you’ve only got one product at the moment - so you’ll need a few more products to implement this kind of thing.  But you have to keep this business model in mind as you build your product portfolio so that when you’re ready, you can put it into place.

I could give a rat’s behind whether you purchase the product that automates this entire system when it becomes available tomorrow.  Because, while it’s an important product in terms of being the only drop-in system to run a business like this, I’m more interested in your understanding WHY this is so important.

You can be a onsie-twosie product owner, or you can build an entire niche product empire that operates on autopilot.  As long as you see that, you’re getting it.  Build a business, not a product.

WATCH THIS VIDEO

There’s a concept called “Continuity Stacking” that’s very important to this process as well.  Go to the opt-in page here (you can watch the video on that page if you want, but that’s not the important one).  Enter in your info, and then you’ll be given access to a second video that explains this business model as a whole as well as the idea of “Continuity Stacking”.  Continuity Stacking is where things really get crazy and it’s important you understand it so you can set your business up with it in mind.

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Tagged as: continuity blueprint, dime sale, jordan hall, nickelmania, nitro quattro, ryan-deiss, sales-funnel, turbo continuity