If you’re not upselling, you’re leaving serious amounts of money on the table.
It’s no secret that a customer is most likely to purchase again right after they make their initial purchase.
So don’t be shy, make ’em another offer!
Thing is… putting together an upsell sequence is not as easy as it looks.
You can’t offer just anything.
Right now, a client of mine is riding high with an upsell sequence converting 70% of his initial customers. That’s pretty damn good if I say so myself.
Can I reproduce the sequence here? Sorry, I want to keep this client.
What I CAN do is tell you the secret to successful upselling…
Your upsells or “one time offers” must complement but never conflict with the front-end purchase.
In other words, they need to go hand in hand with whatever your prospects just bought… but not overlap.
… not how you say it.
As a rookie copywriter I used to obsess over my writing style.
Fancy metaphors… word pictures… slick copy skills.
Truth is? That stuff is all important… but nowhere near as important as what it is you’re communicating beneath the shiny packaging.
It’s what you say, not how you say it.
“Re-issue ! Re-package ! Re-package !” The Smiths – Paint A Vulgar Picture
Oooh shiny packaging!
What do you do when your customers move onto an entirely different model of consuming your product?
If you’re a record company, you scratch your head… refuse to let go of the past… and re-package existing product.
Sounds like a cynical cash-grab?
More like a last-ditch attempt to squeeze extra profit out of their talent.
Either way, for music lovers of my generation? It works!
Record collectors of a certain (ahem) age love packaging, get a kick out of reading lyrics, and long for the days of a tactile experience with their record collection. Sad but true.
It’s a damn shame to walk into HMV or any big record store and see the CDs and vinyl filed away in a darkened corner.
But for a few years yet, there exists a rabid “tribe” of nostalgia-hungry geeks who want their old favorites repcakaged and recycled.