Sell Me One Thing At A Time

Ok, this is a big pet peeve of mine.

Just now, I get an email from a well-known Internet Marketer.  Skim it and decide his message is interesting enough for me to find out about more about his offer…

I get to the long copy sales page and start reading the headline, but in less than 10 seconds - the screen darkens and a box slides down from the top telling me to give him my first name and primary email address & he’ll send me an “oh so special” eBook absolutely free.

What’s going on?  He was talking to me about something completely different!

Does this IM master not realize that he just blasted me with a commercial inside a commercial?

He has just asked me to decide which pitch to allow.

Do I want to invest in continuing to read his sales copy knowing that it may or may not be worth my time, but I will definitely be asked to hand over cash in the end - or should I just give him my name and email addy and get my hands on this eBook.  Try a free sample of what he offers to see if what he hands out is even worth my time, let alone my $.

Not to mention the fact that he barely gave me enough time to get sucked in by the first headline and he switches channels on me - who cares if he does own both stations?

I was so bothered, I just closed out of everything and went back to reading emails.

For anyone who doesn’t have a clear understanding of what I mean, think about this…

Your sales page is the Internet’s equivalent of your face-to-face close.  It has to cover all the elements a good in-person close will cover (and then some).

Now imagine you’re pitching in person and, just after you open, a stranger drops down from the sky, puts their hand over your mouth and starts selling your prospects on something completely different.

That is exactly what happens when you try to sell one person on two different outcomes.  Sure, you’ll still have conversions, but certainly less that you would if you closed them without distractions and multiple goals.  And I’m not talking about upsells or add-ons.

So, to that Internet Marketer, I say, “Stop it! Stop trying to make a sale and build a list all at once.  If your sales page and product are great quality, you’ll capture people’s names when they buy.

Set-up a separate funnel for list building or that other product.  Just be grateful you have my attention to listen to one!

OK, and now we return to our regularly scheduled program!