By now you’ve got a list of qualified leads, and have engaged them with 5-7 emails over the last week or two.
Now it’s time to make your first offer to them, and there are three types of offers that are most successful.
A few coaches recommend that you wait to “date” a lead before asking them to “marry” you – but in my humble opinion most that analogy sucks.
If you offer an immediate solution to an immediate problem – why would you make them wait to get it?
Plus, you have offered them value in your engagement series, and you can’t just let them keep picking your brain for free.
So, what can you successfully offer to a brand new lead?
1. A Free Consultation
If you’re a coach or consultant who mainly focuses on 1:1 services, this is the best pitch you can add to your opt in sequence to monetize your list.
You can even start including this offer in the “PS” fields of your email, as you go through the engagement and value-ad emails.
But make sure this process is highly automated with an intake form and calendar scheduling system, so that they can schedule a call with you with limited barriers.
2. Tripwire Product
This is the easiest sell to make to a new subscriber, and can actually be woven into your value-add emails in the “ps” field.
For this to work, you’ll need to find a digital product or offer under $100 and offer it to them to get a taste of the work you do, and results they can get.
The idea behind the tripwire is that if you can get that first dollar from a new lead, and get the comfortable spending money with you, it will become easier and easier to work them up your ladder of services, from lowest to highest price, and really get the most out of their lifetime customer value.
3. Evergreen Product/Program
While a lower priced product, like a tripwire, works best – that’s not to say you can’t sell an evergreen program or product as well. It will just require a little more purpose-driven content, and sometimes a pricing incentive.
In terms of the content, make sure that you weave in several testimonials, case studies, and work on overcoming common objections in your email sequence.
For pricing examples, Digital Marketer does a great job with this, in offering a $1 trial for their membership, that then jumps to $30+ per month, on auto billing.
If your evergreen offer is at a higher price, try a system like Deadline Funnel and offer a funnel-only discount to get them to take action now.
So there you have it! The three simple steps to monetize your list:
- Find and attract the right leads to opt in to your list.
- Engage them with 5-7 value-add emails.
- Ask for the sale through purchase links for lower priced products, or offer a free consultation to sell higher priced 1:1 offers.
Want to know the exact email sequence I use with my clients?
Grab your free download below and find out the 5 emails you can automate to turn new subscribers into instant customers.
Now I’d love to hear from you – what questions do you still have about monetizing your list? Or, have you put these practices to work in your lead nurture funnel, and what results have you seen?
Totally agree with you on the dating analogy. You’re essentially dating them with your welcome sequence anyway so I def think it’s fair to ask for a sale at that point.
The offer examples are really helpful! There’s always that balance between making the right offer at the right price depending on where someone is in the process. These are great offers that I can see subscribers being into after 5-7 emails.
The freebie download is AMAZING. Any way I can copy something that’s proven to work instead of reinventing the wheel is a winner in my book. Thanks, Jessica!
Thanks, Whitney!
These tips are super helpful. I have had success with the first two offers – but haven’t really tried an evergreen product yet, so I need to look into that idea. I’m going to download the freebie now, as I’m always interested in learning better ways to market my emails and get new clients through them. Thank you, Jessica!
You’re welcome, Jessie! Let me know how it goes once you’ve launched your evergreen. 🙂
This was so informative!! I don’t have a membership site but I love the one dollar PS promo at the end of a sequence to get people in the door.
Thanks for the emails you use with clients too!!
Carla xo
No problem, Carla! Glad you found it helpful.
Jessica, I love this idea of this tripwire product. When you say under $100, have you found that $37 vs. $97 makes much difference in converting? Like is a smaller e-book for example, going to convert better than a mini-course? Or does it just depend on value communicated?
Thanks as always!
Hey Libby! Great question – it really depends on lining it up with your opt in, so the upsell is seamless to what they originally expressed interest in. And then the pricing should be in line with your brand. If your minimum service is thousands, doesn’t make sense to have a trip wire at $7 – but more like $97. Versus if your membership or program is around $500, you could make the case for a tripwire at $37 – $57.
I love this Jessica! I have so much content on my computer that I could use to create either a digital product or an evergreen program. You’ve got my wheels spinning now on how I can “upgrade” my nurture sequence! Thanks again for such an amazing post!
Absolutely, Christine! For anything you’re using as a digital or evergreen product, look at ways you could reinvent existing materials you have and bundle them together in a new way.