You’ve created that high value info product.
You worked hard on the branding and the graphics, but you are experiencing slow sales and low conversions.
Ouch – that hurts.
So let’s take a look at what’s going wrong and work out how to fix it.
Typical causes of slow sales from blogs
1. Poorly written sales copy.
Your copy may contain no energy, no passion or completely and utterly lack enthusiasm. Then again it may appears to cure cancer, create world peace and eliminate hunger… in other words it’s so hyped up that your potential customer is scared off.
Lacking enthusiasm or over hyped? Either way it will damage your conversions.
Graphics are a hugely important part in sales conversions. If you are selling a report or an eBook, have a professional cover made up for it. MyEcover or Fiverr will do the trick. Beautiful graphics add to the perceived value of your product and can definitely make a difference when it comes to increasing sales.
3. Poorly researched market / niche
Did you research the niche market you are involved in before you jumped in? When I launched my very first ebook back in 2007 (The Complete Courier Guide), Linda Mattacks from Small Business Training wrote a brilliant companion guide for me to sell along side my ebook. It was about growing your courier business and increasing sales. My guide sold well, Linda’s didn’t.
After extensive marketing, we did what we should have done first of all – established if the target audience wanted a guide to boosting sales. It turned out they didn’t. Lesson learned. From my example you can see how important it is to know what people want and what people are willing to pay for.
4. The wrong kind of traffic
It’s a fact that you have to have a certain amount of traffic to your site to make a sale. But if you are driving the wrong kind of traffic to your site then you are wasting your time. If you’re not seeing a good amount of traffic from the right kind of people to your blog, you won’t see the sales you hope for.
Preventing slow and low sales for your products
One of the indicators of low number sales is to do your research before you get into the niche, see if there are any existing products, and if there isn’t any, why exactly is that?
Determine if people are spending money in the niche, and if so, on what type of products? Hang around in forums where your ideal customer is and ask smart questions. If you don’t know what to ask, don’t talk for the sake of it, just sit back and listen to the conversations. It’s not being rude, it’s research.
You might think a niche prefers tutorials and to be shown how to do something, when in fact they actually just want someone to do it for them.
I heard a tale of someone who was looking to hire a PR expert, and they had a nice sized budget but every time they approached someone, the PR expert in question tried to sell them a course on how to do there own PR. Sometimes someone just don’t have the time to do something themselves, so they want to hire someone. Listen to what the customer wants.
Trust me when I say you don’t want to put a lot of time and effort into a niche that has limited potential. Prevention is always better than cure, do your research, talk to potential clients and if there is one, talk to the 800lb gorilla in the room.
Effective sales copy is a terrific way to avoid crappy conversions. In fact effective sales copy is probably the best form of prevention when it comes to slow sales.
Perhaps this is the reason that your product isn’t quite finished… you are actively procrastinating and avoiding the part of the job you dislike
Solutions? Well, there are many…
So let’s start with the obvious…
- Take a course on copywriting. If you are going to write more than one sales page (and if you release 12 ebooks a year that’s 12 sales pages) then it’s worth investing in learning to write effective copy. If nothing else you’ll learn what to look for in a copywriter.
- Get a writing coach. I have one, she goes over my guest posts with a fine tooth comb. She’s still working on eliminating the passive voice from my writing, I’m struggling to change a the habit of a lifetime.
- Get a copy of Premise. Lots of great copywriting advice built into this landing page software and you get seminars thrown in too. Premise (affiliate link) may also solve some of your sales page graphics issues.
- Outsource the sales page to a trusted sales copywriter. Look for someone whose style you like and start following their blog. Actually follow a few potential sales copywriters. Stalk them for a bit (and I mean that in the nice sense of the word, not camp out on their front lawn and pester them every time they take the trash out). Then approach them to see if the time is right for them. If it’s not and your chosen copywriter doesn’t want to work in your niche or doesn’t have the time, move to the next person on your list, eventually you’ll have the right person to write your sales pages.
Take action now!
My advice so far is all well and good if you are in the final stages of your product, but what can you do right NOW if you experiencing slow sales?
If you haven’t already done so, research the market. Don’t assume like Linda and I did. That’s 6 months of our lives we’ll never get back.
Establish your ideal customers buying patterns and the types of products they need. You should outsource this task if you’re short on time or aren’t sure how to do it.
Take steps to increase the right kind of traffic, There are many low cost ways to bring more traffic to your website such as search engine optimisation, guest blogging and article marketing (yes that still works, all the traffic to my courier guide comes from search and article marketing) and social media marketing.
Take a look at Facebook and LinkedIn groups and consider Google Adwords, all will send you targeted traffic if you research carefully.
Don’t have good graphics? Invest in a professionally made ecover for your products, banners and box ads. Your affiliates will need them, and a shoddy product will win no one over to make a sale.
Does your sales copy lack a certain je’ne sais quoi? Get someone in to do it for you. This might be a stop gap someone (ie the best you can afford) until you can afford the skills of a better copywriter.
There are a lot of things you can do to improve slow sales so under no circumstances can you give up. Take action right now on some of the sales boosting solutions mentioned and remember to measure your results.
That way, you’ll know where to invest your efforts for future products.
And remember, you can always relaunch your product or ebook when you’ve finished your tweaks.
photo credit: bubbo.etsy.com