(Self-Liquidating Offer SYSTEM BUILD)
(Self-Liquidating Offer SYSTEM BUILD)
First things first…what the heck is a “self-liquidating offer?”
Said simply, a S.L.O. is a “low-ticket” offer (often $10 or less) that allows you to run paid ads directly to it…
And for the prospects in your target audience, the perceived value vs the super low price point is so good…
It’s basically a no-brainer for them to say yes to purchasing that offer.
Because the price point and commitment level is so low…
A S.L.O. can create hundreds or even thousands of purchases in a very short period of time…
And the revenue generated from the S.L.O. is meant to cover most or even all of the ad cost…
So it’s an offer that allows you to grow your warm prospect database for next to nothing…
And in the best case scenario, the offer “self-liquidates” the cost of the ads, giving you huge database growth, essentially for free.
1) Low To No Cost Lead Generation
- Generate a large amount of consistent leads at low to no cost
2) Create A Micro-Purchase Commitment
- Once the seal on the wallet is broken and a customer has made the first purchase commitment, it is often much easier to then additionally sell them the programs, products and services that are the real offer, at higher price points
3) Show vs Tell
- People are tired of buying broken promises, and more suspicious of offers focused on “Expert Content” or training programs. With AI now in the picture, we also can’t even trust our eyes or ears anymore, as testimonials and screenshots can be faked
- The shortcut to gaining your prospect’s confidence is to get them direct access to your content, program or community as quickly as possible, so they can make their own value determination before spending more time or money with you
The primary overview page in the 7-Day Access Pass funnel allows us to clearly create the sales narrative for the membership program, which in Online Luminary’s case is an “Advisory Group” for Experts who want to create and grow multiple streams of passive income selling their expertise online, without sacrificing their time.
We only want to spark enough interest on this page to earn the click, so that we can introduce immediate scarcity on the registration page with a deadline timer and a huge price jump if they decide to pass on the no-brainer $7 offer, or if they decide to do nothing at all.
Though the example here shows an Advisory Funnel, or as I call it, an A3D Funnel (“Advisory As A Deliverable”), the 7-Day All Access Pass automated S.L.O. Funnel can work with any kind of membership offer where there is more content than a user would be able to access in 7 days, and where there is new content continuously being added to the content library for members.
The registration page for the 7-Day All Access Pass funnel for your membership offer is where we secure intent, and make sure to capture 1st party information (beyond just Facebook pixel event tracking) for high intent prospects, ahead of the purchase.
We can embed a deadline timer across any or all pages of the funnel that makes a one-time special offer for the $7 price point time-sensitive for each individual prospect, and prohibits access to the page on their desktop and mobile devices after the deadline has passed, redirecting them to a full price offer.
Pillar 2 of 4 of the Copy>Paste>Sell Expert Framework for automated income is Qualified List Building. Our focus is always on collecting 1st party data with qualified lead capture and Instant Lead Segmentation™ on the sales site.
We use dynamic lead capture forms to train our prospects on our offer or framework, while simultaneously qualifying them for the offer before even exposing them to it. This reduces the number of opt-ins from unqualified prospects and creates higher intent leads, which ultimately results in shorter sales cycles and higher conversion rates.
Our Milestone Stages™ framework is a method for turning prospects into qualified leads, by segmenting them into very specific categories immediately upon entering the database. We do this based on having them self-select where they currently are on their customer journey, inside of an Expert’s defined framework. This immediately flags which products and communication tracks are most appropriate for their immediate, short term and long term needs they have on their customer journey.
Our 3rd party checkout software is embedded into the checkout page of our custom WordPress sales site. A limited-time special offer is regulated and limited by a real deadline timer.
The checkout page can contain a $21 ebook bump (or other bump, but we’ve found that a $21 ebook consistently converts) and several other aligned upsells to increase average order value for purchasers.
Once the deadline timer on the offer runs out, if a prospect hasn’t already completed their purchase, they lose access to the special offer checkout page, and they are immediately redirected to the regular price checkout page.
The prospect learns right in that moment that the Expert’s special offers and associated deadlines are real, and not just a tactic, and pays attention closely from that point forward when they are presented with a limited-time offer from that Expert.
The primary offer Access Info page provides purchasers with a central page with clear written and visual instructions for exactly how to find and access all logistics information for their program or product, along with the opportunity to indoctrinate your new purchasers into your framework.
In our checkout page software, we program in comprehensive behavioral tags for everything, including abandon cart, purchase of offer bumps, purchase of the primary offer, purchase of upsells, card declines, refunds, and everything in between, all integrated directly into the CRM to trigger appropriate automation flows for automated delivery (or revocation) of program access upon purchase, or other purchase status.
TAGS (what the prospect did)
As prospects move through the funnel, a series of well-defined TAGS tracks their steps (footprints) in each stage of the funnel (what actions they took).
Using a LIST CENTRIC approach, if subscribers unsubscribe from one list, you run the risk of them unsubscribing from MULTIPLE product lists that they may have purchased a product to get on, and should remain on. For this reason, we use a TAG CENTRIC approach.
CUSTOM FIELDS (when the prospect did it)
DATE-BASED CUSTOM FIELDS
- We use CUSTOM FIELDS to timestamp every single measurable action prospects take in each stage of the funnel (where they were and when they were there)
GENERAL CUSTOM FIELDS
- Any additional information we collect along the way, time-stamped
Beyond general “tags,” the opportunity of custom fields is to create context specific communications at the individual contact level. ie…
- Things we track, on every form submission and purchase:
- Date/Time master class registration was submitted…
- # days since master class registration was submitted…
- How this allows us to segment at the individual user acount level…
- “If # days since [master class registration] was submitted is [greater than 2] and [purchase tag does not exist], [send _____________ (insert email)]
The master class automation flows exist for applying tags, populating custom fields and delivering context specific email communications at every stage of the funnel, based on what actions the prospect has and hasn’t taken. Entry and completion of automations exists on the contact record.
For backup and proper system planning, all scripts for all emails across all stages of the funnel are first documented in Google Docs scripts before being copy>pasted into automation flows in the CRM.
The Funnel Tracker is a central google sheet created for our online education brands where every single webpage, on every single funnel, across the entire sales system is tracked.
In addition to this, from dynamic forms, to checkout page software, to CRM automations, to meta event pixels, relevant links for any software platforms that are utilized, specific to every single stage in each funnel are tracked.
Our Contact Tracker is a google sheet that is fully integrated with the CRM, and provides the team with real-time updates of every registration, application and purchase connected to any program, product, service or event in any funnel across the entire automated sales system.
The Page Funnel Map displays the sequence of pages that a potential lead can engage with which may or may not request and/or capture information. These pages include:
- Landing pages (opt-in)
- Content pages (overview, sales, verification / review, etc)
- Form submission pages (email list subscription, event registration, program registration, program inquiry, program application, referral form, Q&A form, feedback form, discovery form, quiz, purchase request, participation request, participation agreement, communication agreement, etc)
- Confirmation pages (thank you, access info, etc)
- Checkout pages (purchase)
Each page shown on this map is hyperlinked using the url of the website page to allow for quick and easy access to these pages from within the map.
The “Message Map” details the follow-up structure for leads / contacts in a particular funnel. This structure serves as the blueprint to the in-context messaging experience of users based on where they are in their customer journey on the website at any given time, since the ideal path is for them to convert by way of a page-to-page journey.
The various phases of the email follow-up also serve as a form of segmentation as a contact progresses through.
- Automated Follow-Up = Dynamic flow sequences based on prospect behaviors, tags and custom fields
- Manual = Broadcast (generated by us and not in response to something user did)
The System Map shows all the various software platforms in use. This map along with the Integration map helps ensure the best aligned technology is being utilized for the desired system performance.
Software to be shown includes:
- Landing Pages
- Web Forms
- Outbound Communication
- SMS
- Phone
- Messenger / Bot
- Onsite Chat
- Internal Notification
- Deadline Tracking
- Payment Processing
- Data Storage
- Analytics
Detailed task tracking in our project management platform allows for seamless creation of all elements of each sales funnel, with nothing forgotten or stepped over.
For every form submission and product purchase, the sales system sends an alert in real-time to dedicated channels in Slack, with all contact information for each registrant or purchaser, making it easy for a business owner, sales team or customer service team to reach out to new hot prospects or new customers right away, if applicable.