The Digital Product Funnel

In the past, Internet marketers are able to get by and make money just by selling one digital product. However, nowadays, the competition in online business is getting tougher and a lot of Internet marketers out there are implementing almost the same strategy.

Hence, everyone is fighting for their prospect’s attention and it’s getting a lot noisier out there. Therefore, it’s important for you to devise a strategy to start marketing and selling your digital products especially, that will set you apart from your competitors.

In this chapter, I’m going to share with you a proven method that may increase your revenue without any additional work, traffic or effort.

All that is left for you to do is to direct your prospects to your site, get them to purchase your front-end product, and this technique will do all the work for you.

Okay, let’s START!

As promised, here is the Digital Product Funnel that you can implement in your business:

the digital product funnel

As you can see from the diagram, the digital product funnel consists of:

  1. Front-end
  2. Upsell 1
  3. Downsell
  4. Upsell 2
  5. Upsell 3
  6. Backend

Before we delve deeper into the funnel, let me give you a brief explanation of all the components in this funnel and how it works.

Firstly is the front-end. The front-end comprises of the frontline product or the first product you introduce to your prospects.

Your front-end or frontline product plays a crucial role in your funnel. Even though it is the lowest priced product, but this is what gets your buyers in the buying loop.

Remember this :

Without the front-end that acts as a magnet to attract your buyers to go through your funnel, the whole digital product funnel would not work.

Next, is the Upsell. The upsell is an immediate offer after your front-end offer that solves a predictable or forecasted problem your prospects may be facing.

The solution for a forecasted problem is usually placed in either Upsell 2 or Upsell 3, because the price gets higher as we go through each tier.

Following the first upsell is the downsell. The downsell is simply a reduced price of the first upsell, which is the same product.

The reason of having a downsell is that some buyers may perceive that the first upsell is too expensive or they may not want to invest that much in the product. Hence, this is why the downsell is established.

The final component in the chain is the backend. Usually, the backend offer is not seen or offered immediately after the previous components.

Backend offers are offered a few days after your digital product launch, where they are introduced in a series of follow-up emails.

The reason for this is because backend products are the products with the highest price tag in the funnel. They usually command a premium price, which correlates with their offers, which may comprise of webinars, one to one coaching, group coaching, and many more.

Question: Why is the backend offer different in the way it’s presented as compared to the other components in the funnel?

This is because when you command a higher and premium price for your products, it is important for you to build your credibility and trust with your prospects.

You will need a few days to establish this. When you have gained your prospect’s trust in purchasing your backend offers, you’re able to double or triple your revenue through this funnel.

Front-end Offer

As I’ve mentioned previously, the front-end product will be your frontline product.

It is important to make your front-end stand out and unique as the front-end offer has the most important role among the others in the sales funnel.

It’s going to get your prospects into the buying loop and get the ball rolling in your digital product funnel.

Without an irresistible front-end offer that opens the loop, no matter how great your Upsell offer is, or how great your Backend offer is, people are not going to see it if they don’t go through your front-end offer.

Hence, getting your prospects to see your first product through the funnel is very crucial.

It is basically presenting the first impression of your sales funnel to the people that click the “buy button” on your sales page.

This is why an irresistible front-end product is so important to keep things rolling.

Always Remember This:

While a bad front-end could ruin the whole funnel, a great front-end could attract your subscribers to buy throughout your sales funnel.

Okay, you got my point. Let’s now dive in.

Putting A Price Tag To Your Front-End Offer

A front-end product is usually sold at a lower price, and is the lowest priced offer in your funnel. The reason being is, its main purpose is to attract the subscribers to click on the “Buy” button.

I know sometimes it’s quite difficult to determine a fixed price point for your front-end offer. You may question yourself whether you’re pricing it too high, or maybe too low.

There will be a lot of trial and error involved, but when you have launched several products and gained more experience, you’ll eventually get the hang of it.

Therefore, a rule of thumb that I would suggest when putting a price on your front-end offer is to price them from $9.97 to $37.

However, there is no hard and fast rule here. As I’ve said before, it’s a learning process and you can always tweak your price accordingly.

I know you may be thinking, if your front-end product is priced so low, how is it possible for you to generate huge revenue even with thousands of sales? Where does the actual profit come from?

Great question!

Here it is, the real money comes from your upsells and backend. This is why you need a strong funnel with a strong front-end product.

Again, you need a strong funnel with a strong front-end product.

It is quite impossible for your buyers to give in to expensive and premium products the first time they come across your funnel.

Hence, the front-end acts as a magnet to bring them into the buying loop, and direct them towards your upsells and backends. This is where you make huge profits.

Creating Your Front-End Offer

When it comes to creating your front-end offer, you need to put some thoughts into it. As you are well aware, nowadays, there is an abundance of generic products marketed out there where people are selling just for the sake of selling.

You don’t want to end up being just another product. Hence, before you come up with any ideas, it is important for you to spy on the market and conduct adequate research.

These are the steps that may guide you through the process of creating your front-end offer:

  • Understand what kind of market you are going to cover, and then research on the customers in the niche.
  • Select an evergreen topic
  • The topic can solve an urgent or immediate problem.

Okay, this is how you do it.

Step 1: You need to understand what kind of market you are going to cover, and research on the customers in that particular niche.

The research is crucial, as different niches you’ll meet different customers with different demands and mindsets. If you could first put yourself in your ideal customers’ shoes, attracting traffic to your site and generating big sales isn’t impossible for you.

For instance, you can target a large market such as the Internet marketing niche or the personal development niche. These markets are a huge potential for you to generate sales from.

When you know your target market, it is easier for you to customize a front- end offer for them. When done right, your front-end offer will attract a huge crowd and there will be a higher chance for your upsells and backends to sell.

Step 2 is to select an evergreen topic.

For instance, in the Internet marketing niche, lead generation methods would be an evergreen topic.

Regardless of what kind of Internet businesses that your target audience are in, they will definitely need to get visitors and subscribers to their offer.

This is a topic that will not grow old, especially for email marketing. A product vendor will need it, and so does an affiliate, as long as it involves email marketing, they will need your product to grow their list.

Step 3 to creating your front-end offer is selecting a topic that can solve an urgent or immediate problem.

People will want to buy your product if it can solve an existing problem they might have.

If your offer is able to solve their problems immediately, your prospects will not be hesitant to purchase your product.

And when you are offering solutions to their problems, you are actually using emotional enhancers in your products.

These emotional enhancers include: Wealth/Money

  • Happiness
  • Security
  • Health Power 
  • Recognition 
  • Love

Of course, there are many more that you can add to the list. But these are the most effective emotional enhancers you may apply to your offer and make use of.

What you can do before you decide on the concept of topic for your front-end offer is to always ask yourself these questions:

  • How can I enhance this product and make it irresistible? 
  • How can I push the emotional buttons that my prospect has? 
  • How do the emotional enhancers apply to this product?

These are useful questions that may guide you in stressing on your prospect’s pain points more, and to encourage them to take action by clicking on the buy button in your sales page.

Your Front-End Offers

Your front-end product can be in many forms. Here are some common digital products in the marketplace that you can model after:

  • E-books
  • Training videos with transcripts Graphics
  • Software

However, you can also be creative and come up with your own digital product format. This only acts as a guideline for you especially if you are new in the digital product niche.

But what’s most important as I’ve mentioned in the previous section is to know who your target market is.

The more you understand about your target market, the more familiar you are with their preference. It also depends on the suitability and concept of your front-end offer.

For instance, usually in the Internet marketing niche, your prospects may be online business owners and are always on the go.

Therefore, it would be more suitable for you to create video tutorials instead of long-winded E-books which they may not have the time to read.

However, there is no hard and fast rule in selecting which format to realize your product. You can always do a split test on what works and improve your front-end product from time to time.

When you choose to write an E-book, this comes with a lot of advantages. Not only is it convenient, but it saves you a lot of cost and time as well!

You can use the remaining resources for marketing purposes which is more important to help cultivate your sales.

Other than an E-book format, you can also offer video training courses with the compilation of transcripts. This is also one of the most common format in the marketplace nowadays.

For instance, if you are planning to offer a product on “How To Start Property Investment In 10 Days,” you can break up the video tutorials into 10 parts.

It would be more feasible and easier for you to breakdown the components.

Next, having graphics as your front-end offer has its own market as well.

Whoever owns a website will need graphics, whoever needs to do presentation needs graphics as well. This is a potential large market that you can experiment on.

Here are a few ideas or suggestions which you can start with:

  • PowerPoint or Keynote templates 
  • Infographics
  • Avatar creator
  • Newsletter templates

There are a lot more that can be added to the list, but these are the basic guidelines that you may refer to when creating your front-end graphic offers.

The next offer you may want to consider are softwares. But first things first, bear in mind that these may take up some time for you to create, especially if you are working alone.

Softwares are feasible to do, but they require some technical expertise and creativity. Not everyone is well-versed in creating their own softwares, so I advise you to stick to what you know best.

But if done right, your revenue will be highly rewarding.

Some examples of softwares include page builders, funnel builders, and bonus builders, just to name a few. You can read this ClickFunnels review, which is one of the best funnel builders.

Even though you are only selecting front-end products for your digital product funnel, you need to choose carefully so you’ll end up with the most strategic and effective offer, that does not take up too much of your time, effort and costs.

Including Bonuses To Boost Your Front-End Sales

Here is one special tip I’m including just for you. In order to boost your front- end sales, I strongly advice that you include a bonus offer as well.

This will be an irresistible offer that will be hard for your prospects to say “No” to.

Imagine you are the customer, and you come across two different front-end offers with the same price. One offers you a bonus, and the other one consists of only the main product.

Which one would you choose?

It’s a no brainer that you would opt for the first offer. You are paying two products for the price of one, which is a good bargain!

Here are some bonus ideas you may include as part of your front-end:

  • Checklist 
  • Mind map 
  • Guidebooks 
  • Templates 
  • FB Groups

How To Present Your Front-End Offers

Headline

When it comes to writing a sales copy, most people will leave it until the end, as an afterthought. This is not the way to go about it.

You can have the greatest product in the world accompanied with the most attention grabbing sales copy.

But if your headline is not at par, you won’t sell much, if anything at all.

However, if you have an amazing headline that may attract your ideal prospects, pre-frame them to purchase your offer, this will help you make more sales than having a great copy with a bad headline.

The main function of headlines is to hook your ideal prospects or target audience to stop what they are doing, pre-frame them for your story or sales message, and get them to the next step in your sales copy.

Here are some headlines you can use for your front-end sales copy:

Question Headlines: This is one of the headlines that can spark curiosity among your prospects.

Here are some simple question based headlines for using curiosity to grab your ideal prospect’s attention.

  • What If You Could (Desire) Without (Pain)?
  • Worried About (Pain)?
  • Isn’t It Time You Stopped Struggling With (Pain)? 
  • Sick And Tired Of Not Having Any (Desire)?
  • Are You Getting Enough (Desire)?
  • Do You Want To Be A Successful (Target Audience)? 
  • Isn’t It Time You Got The (Desire) You Really Want?

Here are also some examples of headlines you can use for different traffic sources: Cold, Warm and Hot Traffic.

Cold traffic is referring to the audience who have never heard about you before.

Examples of headline scripts:

  • Don’t Let (Pain) Stop You!
  • How (Target Audience) Can STOP (Pain)
  • When Pro (Target Audience) Have (Main Topic) Problems, Here’s What They Do

Warm traffic refers to people who already know about you, your brand, products or services.

Examples of headline scripts:

  • See How Easily You Can (Big Result) Without (Pain)!
  • For (Target Audience) Who Want To (Big Result) But Can’t Get 
  • Started The Secret To Automatically (Big Result) Without (Pain)!

Hot Traffic refers to people who already know about you, your brand, products or services, and have already bought your offers previously.

Example of headline scripts:

  • Finally! Discover How (Product/Service Name) Gives You The Secret To (Big Result)…Without (Pain)…Today!
  • (Product/Service Name) Is The Secret To Automatically (Big Result)!…Guaranteed!
  • Watch This Free Video To Learn How (Product/Service Name) Gives You An Unfair Advantage With (Main Topic)…Guaranteed!

“Who, What, Why, How” Script

This script is simple and easy to remember, where you can use all the time in your funnels or landing pages. This script answers four basic questions and then moves into the Call To Action (CTA):

Question #1: Who are you? -this script is usually used at the front-end with cold traffic.

Example: Hi I’m (your name), and I’m the founder of (your company/product)

Question #2: What do you have?– here is where you will quickly hook them and introduce your offer.

Example:

In the past few years, over (number of people) entrepreneurs have ditched their websites for a funnel, and I want to give you a free 30 day trial to (your product) today so you can create your funnel for FREE!

Question #3: Why do they need it?-this is where you help them understand why they need to grab your offer. Here is an evergreen copywriting formula that you may use inside this question, which is PAS (with examples of the script):

Problem

I know your website is not generating the number of leads you want, and it’s not really making any sales either.

Agitate

Most people spend thousands of dollars to get a website that ends up being nothing more than a glorified brochure that actually doesn’t do anything.

Solve

That’s why I want to give you your 30 days trial to (your product) so you can build a funnel that will generate leads to your business and actually sell your products…and you want have to spend thousands of dollars.

In fact, I’ll let you try it out for FREE so you can get your funnel generating leads for you before you pay your first penny!

Question #4: How Can They Get This Offer?– this is where you tell them exactly what they need to do to get access to the offer you just made to them.

Example:

Just click on the link below, or go to (your link) to start your free trial today!

The Catch – tell them why you are presenting this offer for such a great deal. People will always think that there is a catch. So, let them know upfront what the catch is, if there is one, or none.

Example:

You may be wondering why I would give you a free trial. The reason is because I know that after your first funnel is live and already generating leads for you at a fraction of the cost you’ve ever experienced before, you’re never going to want to leave, and I’ll have you as a customer for life.

Urgency and scarcity – what are the real elements of urgency and scarcity that you can weave into this offer?

Example:

This week we are going to be giving anyone who gets a trial, 10 of our favourite lead generation templates. These templates are proven to convert visitors into leads, and you’ll get them for free if you sign up before Friday at 10pm. After that, you can still get your free account, but you won’t get your free funnel templates.

Guarantee – reverse any risk in ordering the product. 

Example:

Here’s the deal. Join my program today and you have a full 60 days to give this a go. If this doesn’t pan out for you – and you’ve proven to me you’ve done every step in my program – let us know and we will buy your access back from you.

The risk is on me, and you have got nothing to lose. All you need to do is give yourself a chance. Sounds fair?

So, don’t forget, go to (your website link) or click on the link below to get your free 14-day free trial to (your product). And if you create your account before Friday at 10pm, you will also get 10 lead funnel templates for FREE!

By now, you should have the big picture of your front-end sales page.

Let’s now proceed to the next page of your sales funnel which is the UPSELL.

Upsell

Moving on to the next element in the digital product funnel – Upsells. Upsell offers happens right after the front-end offer.

Hence, Upsell relates closely to the front-end. If you remember, I’ve mentioned that Upsells are your main source of revenue.

That is why you must have a high converting Upsell.

If your Upsells are created strategically and effectively, it will be the core of your whole funnel. It is an immediate offer to your buyers once they have completed the front-end offer purchase.

Once they are in the buying loop by purchasing the front-end product from you, they are already giving you the opportunity to push them further to make another purchase.

Putting A Price Tag To Your Upsell

Logically, since it is already called an Upsell, the price of an Upsell is relatively higher than the front-end product. It is usually twice the minimum price of the front-end, or more.

So, what makes an Upsell worth a higher price than your front-end? It is because an Upsell is an upgraded version of the front-end.

You bring in more value, and an in-depth solution to the problem that your prospects are facing. In other words, you give more, so it is only right that they pay more.

Creating Your Upsell Offers

When it comes to creating your Upsell offers, you have to keep in mind since the price is higher, your prospects are expecting an offer of a higher value as well.

In this case, congruency is very important. Meaning to say, your Upsells must be related to what you have offered them in the front-end.

Let me give you an example. If your front-end product is an E-book related to lead generation, your Upsell can be a done-for-you follow-up emails pack.

The Upsell in this case is congruent, because people who owns a list definitely will need to send follow-up emails to their subscribers.

The Upsell must be something that makes sense to your buyers. If you were the buyer, imagine after purchasing a lead generation video training course or E- book, you are then being offered with a graphics pack.

There is clearly a mismatch and it may confuse your buyers.

Another criteria of your Upsells is that it is a form of a One-Time Offer.

If you have multiple Upsells, your first Upsell is always a one-time offer to the buyers, meaning if they do not grab this now, and the offer will not happen another time.

This is a technique where you’ll create the sense of urgency. It creates a mindset that if they don’t grab the chance today, they’ll miss it forever.

When you are setting up your sales funnel, you must always put yourself in the shoes of your buyers.

2nd and 3rd Upsells

Is a 2nd and 3rd Upsell necessary for your funnel? Or having one upsell is enough?

Technically, one Upsell is sufficient to complete your whole funnel. However, if you are aiming for bigger profit and higher value, then I advice you to come up another 2 Upsells.

One of the reasons why 2nd and 3rd Upsell can sell (also the first one) is because of the ‘buying trance’. When a customer makes a purchase, they will be in a ‘buying trance.

This means they are prone to make more purchases than one. It’s like when people are ‘in the mood’ for shopping in a shopping mall.

By having multiple Upsells, we are capitalizing on that emotion.

However, it is important to note here that what you’re selling in the 2nd and 3rd Upsell are additional tools that could provide them with a great boost for the first product.

They are not in any way missing parts of the product itself. Do not take something out of the main product, that is a necessity, so that you can sell it later for a higher price.

Your Upsell Offers

The format of an Upsell is basically more or less the same as the format of your front-end. Your Upsell product can be in the form of video training courses and transcripts, but an upgraded version of the front-end.

In this case, your Upsell will serve as an enhancement course to your buyers.

For instance, If you’re selling a self-help product, for example, an E-book, it’s very unlikely that one product would be sufficient.

They would need extra tools, too. Perhaps you can include an audio version of the book or training videos that gives a more in depth explanation of the chapters discussed.

Offer Your Upsells With Value Enhancing Bonuses

Similar to the front-end offer, you can include bonuses to your Upsells as well.

This is because you need to increase the value of your Upsell deal and it is more important to do it in the 2nd and 3rd Upsell where your value needs to be really high.

How To Present Your Upsells

When introducing your offer, you need to establish the reason for owning the Upsell. Write it in a way where you are offering them an immediate solution or an in-depth course to enhance the front-end product.

These are the important points you need to address:

  1. What do the Upsells do?
  2. How can they help your buyers?
  3. Establish the difference between what they have and what is best

The reasons that you list down later will be your script in explaining to them why they need the product.

You can also play around with the scarcity factor.

This is a technique where the product is made available only for a limited time. You can use these scripts for your One Time Offer (OTO):

“Since I am just launching this new PLR deal I’m starting it off with introductory price. But it won’t remain that way permanently so lock in your licensing spot without paying more.”

“I can’t promise you that this will be made available again for you tomorrow.”

It creates a sense of urgency. When the customers see that the deal is available for a short period only, and if they were to miss it then, they would miss it forever.

Only then they would be more encouraged to make the purchase.

Call To Action (CTA)

Another important element is to always include a Call To Action to your offer. The call-to-action culminates the whole sales pitch. It is what urges your buyers to take action.

These are the scripts that you can possibly use for your buy buttons:

  • Buy Now
  • Get This Entire Package Now
  • Click Here To Purchase

The whole copy should be centered around the CTA because the call to action is the final step in securing a sale. So, it’s recommended that you take your time and put some thought when writing your CTA.

The question now is what if your customers hesitate to buy your upsell? This is where downsell comes in!

Downsell

A downsell increases your revenue by giving a special promotion offer to the customers. A downsell is basically the same Upsell offer, but with some tweaks and is at a lower price.

This part of the funnel functions to save your sales at least by 10%. You need to understand that not all of your buyers will want to purchase your Upsells for several reasons.

Those reasons may be:

“The Upsell is not worth my money.”

“I do not need these bonuses offered.”

Hence, this is when you offer them a promotion or your Upsells with a discounted price, also known as the downsell.

Putting A Price Tag To Your Downsells

Now, you may be wondering, how much should I drop the price and still can earn revenue from the downsell offer? Of course, there is no hard and fast rule in this, but let me give you a general guideline:

  • $67 =>$47
  • $97 =>$67

You can afford to drop $20 if the Upsell is $67, which then makes it $47 for your downsell offer. For the Upsell with $97, you can drop $30 and make it $67 for your downsell.

Creating Your Downsell Offers

For downsells, you are creating a sense that they are getting the same thing with a lower price in your downsell offer.

You are giving out a special promotion for them to grab the Upsell with a lower price, always remember that people love special promotions.

This is why downsells actually works – it’s a system that understands the buyers and ready to serve to their needs.

Your Downsell Offers

Here are some important pointers you need to know in setting up your downsell offers.

You don’t need to create an entirely new product. What you can do is to just remove the bonuses (if they are included) in your Upsells.

This is to be fair to the other buyers who had bought the Upsell offer with the bonuses and higher price.

For instance, if you are offering how to generate traffic by using Search Engine Optimization as an Upsell to a lead generation course, you can offer some bonuses like done-for-you follow-up emails, membership sites, and so on.

This would be the offer from front-end to the Upsell, or the One-Time Offer.

For your downsell, you need to remove the bonuses that you offered in the Upsell sales copy, and then drop the price. Offer only the video training course on how to use Search Engine Optimization.

How To Present Your Downsell Offers

Your downsell sales copy should be similar to your Upsell sales copy. The angle of the story that you are going to use is the same, which is to change the headline and remove the bonuses.

You’ll ask them to wait and before they are going to the next page, you want to offer them the Upsell offer without bonuses with a lower price. And this is why you need to remove the bonuses.

Even though this component is called a downsell, you have to take note that the price for this offer should be slightly higher than the front-end, but lower than the first Upsell.

For instance:

“ If you think the Upsell is priced too high, then I’ll make a special promotion just for you! But, for me to lower the price for only you, it wouldn’t be fair to those who have purchased the product paying full price. So, you will not get the bonuses in this case. And the price is lower than the Upsell!”

That’s it!

You have your frond-end offer, upsell(s) and downsell.

What’s next?

Backends

Now, can we go even further than the last Upsell or downsell? Of course, with Backend products. A backend offer is probably the most expensive and valuable offer in your digital product funnel.

It is usually a high-ticket deal offered to your buyers 3 to 7 days after they have purchased your previous offers.

A high-ticket Backend offer is priced substantially higher than the front-end product and also higher than the Upsells.

With Upsells, each level offers a higher price than the prior deal. Hence, a Backend offer also follows that pattern even though it is not in immediate connection with the Sales Funnel.

The main difference between this offer and the other offers in the funnel is that the backend offer is sent via email, but is still part of the sales funnel.

The necessary gap between the last Upsell and the big-ticket offer is so that the customers can evaluate the products they’ve purchased from you, the vendor.

During this time, you have to let your product speak for itself. If they are happy with it, then it will make the selling of the high-ticket Backend offer easier.

This is also to build trust between you and your buyers.

Putting A Price Tag To Your Backends

The price for your backend offers are highly dependent on the type of product or service as well as the value you wish to present to them.

So, there is no fixed price that I can suggest, but it should logically be higher than your Upsells, and within 3 digits at least.

Creating Your Backend Offers

The high-ticket products have to be of a very high value for the customers, and also able to generate huge profit for you as the vendor.

Here are some ideas of products you can sell as a big-ticket product. 

  1. One To One Coaching

One to one coaching is one of the services you can offer as your backend.

It is a very profitable and rewarding way of making profits if done right, but you need to actually be an expert in something before you can offer your coaching services.

You also need to bear in mind that you will be investing a lot of your effort and time with your client.

Your buyers would want to see proof of your credibility before they can proceed and pay you as their coach or mentor.

You can coach your clients on any topic, as long as you are perceived as the go to person in your particular niche.

The price range for a coaching program is from $500 to $5,000, or higher. Usually, a coaching program would be in the 4-digit range as it is considered as one of the most valuable skills on the Internet.

With a price range like this and the value offered, it is a perfect fit for a high- ticket Backend offer.

  1. Group Coaching

In a group coaching engagement, you are interacting with more than one individual at a time. It can be up to 4-5 people or more, depends on your preference.

Just like coaching, you would need expertise in a field before you can go on promoting your group-coaching program.

It’s easier to get clients and customers if you are an established name in the business and people believe in your credibility.

The price range for group coaching, however, is lower than individual coaching as it’s a shared service.

But since you are catering to more than one individual, you can more than makeup for the profits, even more than one to one coaching at times.

  1. Licensing Programs

If you’re not a fan of having to spend too much of your time and effort in coaching your clients, but still gain profit, here’s another method you can consider.

A licensing program is where you sell private label rights.

In other words, white label contents where you sell off content produced by you to someone else who can use your content and sell them off as their own.

Because ownership and credit are given up, it is, of course, priced very high.

The price for a licensing program, like a coaching program, ranges from $500 to $5,000.

It’s a great way to make profit, as it doesn’t require a real hefty investment like a coaching program or group-coaching program.

How To Present Your Downsell Offers

Since your backend offers are made through your promo emails, it needs a lot of effort in its promotion and also in its contents.

As mentioned, it must be sent 3 to 7 days after the customer makes a purchase.

This gap is so that the customers can use the products they’ve purchased from you and decide whether or not to trust you with a further investment.

These products that they’ve purchased from you include the Upsells, of course. It wouldn’t be practical to be selling a big-ticket Backend offer to someone who doesn’t go even as far as the Upsells.

The general tone of the email should be a “hidden bonus” for the customers. This product that you’re offering as a Backend is especially for them.

It’s not something that is entirely new for them. Like all elements of the sales funnel, this one has to be congruent with the rest, too.

So, your approach should not be the same as like you’re approaching someone new. Now, let’s look into the email scripts.

First of all, you need to come up with an attention-grabbing subject line. It’s the first thing that they will see. The subject line will decide whether or not they will open your email. However, that’s not the only challenge.

You also have to write a subject line that is less than 50 characters.

The reason for this is because beyond the 50th character in an email subject line will be replaced with an ellipsis.

Therefore, they can’t really see the full subject line, leaving your subject line incomplete and untidy.

To write an attention-grabbing subject line, you need to play around with the cases of the characters, as well. It wouldn’t work if you were to write the whole subject line in a small case lettering.

For example:

  • checkout this new deal
  • this is a new product from me

They don’t look professional. So, you have to write in a proper casing.

Even if you wish to capitalize all the letters, you have to do so sparingly. You can’t write the whole sentence in capital letters.

Do not write like this:

  • HEY,CHECKOUTTHISNEWDEAL
  • THIS IS A NEW PRODUCT FROM ME

Even though they might be “attention-grabbing” (they do succeed in that) but they can also be annoying, as they sound like you’re shouting.

Most people would ignore emails with these subject lines, as they also look spammy.

If you do want to use all caps, use it sparingly and only for the right words like so:

  • *NEW* Checkout this new deal
  • *HOT* New product from me

As you can see, the all caps words are only used to grab attention instead of hard selling.

The best is actually to use camel case sentences where the first letter of each word is capitalized. For example

  • Checkout This New Deal 
  • New Product From Me

It is easy on the eyes and it doesn’t sound that you are hard selling.

Another fundamental of promo email writing is the writing that features and benefits of a product. These elements are best presented in point form or a list so that it’s easier to read.

Let’s take a random product and list out the features as an example. For this one, let’s go for a designing software program:

This program allows you to:

  • Create multiple layers
  • Convert files to different formats
  • Sync your work from different devices

As you can see, it is far easier to read this way, than to just talk about your product in one long seemingly cluttered paragraph.

Also, a very important part of your email, the link to the product page where they can purchase your product, or a Call To Action.

These links must be visible and easy for them to find. You should place them in between paragraphs so that it’s easier for them to find.


Note: ClickFunnels is the best software for creating sales funnels. If you don’t know what is ClickFunnels, you can read this ClickFunnels review to learn more.

Moreover, you may also need other tools to market your online business. As the marketing technology develops very fast in recent years, there is a lot of new software being launched every month. Using advanced software can help you save time and money in business operation. To help you decide what marketing software you should use, you can read the detailed reviews of the most innovative marketing software below:

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