How to Attract Customers, Maximize Your Profits, and Create Lifetime Relationships

Have you ever bought a product and then had to go through 8 upsells just to get access to what you purchased?

That’s just annoying to me…and half the time the upsells aren’t even related to the original product.

So today I want to share my opinion with you and I want to know what you think. Where do you stand on this issue?

I’ve promoted a lot of products in the last 10 years and it always amazes me when I go to a JV page and see the ridiculous funnel they’ve set up.

Just the other day, I saw a diagram of a funnel that offered 4 upsells and 4 downsells. And the downsells were the exact same product — they just knocked $10 off!

If you say NO to 4 upsells and 4 downsells, that’s 8 pages you have to go through to get your product.

Obviously, I didn’t promote it. Shame too because it looked like a good product.

I like to keep things simple. In fact, I never have more than 3 offers in an entire funnel…

  1. A Customer Captivation Offer
  2. One or Two Complimentary Offers

Once you’ve proven that your product gets results and you start to build relationships, then you can make more offers to your customers.

Now let me let me show you how to set up a marketing funnel the RIGHT way.

1. Your Customer Captivation Offer

The definition of “captivate” is: to attract and hold the attention or interest of, as by beauty or excellence.

So the purpose of a captivation offer is to attract customers. And you do that by offering a low-cost, high-value product.

Elements of a good captivation offer:

  • High-value, low cost (under $10)
  • Narrow in focus — go deep into one topic instead of giving an outline of a bigger system
  • Easily digestible — it doesn’t need to be a 100-page ebook or a six hour video course
  • Gets results — it has to stand on it’s own as a complete system to get from A to B

2. Your “Complementary” Offer(s)

The definition of “complementary” is: combining in such a way as to enhance or emphasize the qualities of each other or another. So it has to enhance results of your customer captivation offer.

Your upsells also have to be “Non-Vital” and directly related to the original offer.

Bad example: you sell an ebook that promises a “complete program” but the upsell is something they have to buy to get real results.

Good example: you sell an book with a complete A to Z system and the upsell is the same system, but it’s a video course with more examples, case studies, worksheets and handouts.

Your customers can get the all the information they need to see from the ebook. But they may need extra help and guidance. So you offer a home study course to enhance the original offer.

If you want to offer a second upsell, it should further enhance the main offer. For example, you could offer software that speeds up the process or makes it easier. But it’s still not vital to get results.

That’s how I set up marketing funnels and I rarely (if ever), get complaints about my upsells.

So what are your thoughts?

3 comments on “How to Attract Customers, Maximize Your Profits, and Create Lifetime Relationships

  • Patrick

    Hi Derrick,

    I have been selling via direct mail since before the internet, then moved online when it became truly viable and haven’t looked back.

    I don’t do upsells at all. I offer options on the page instead. I.E. You can get the single product or this upgrade or that upgrade. Always 3 choices. Ive tested it and I get far better results that way.

    I’ve tested the same exact products with upsells instead of options and my options get me around 15% to 20% greater sales dollar volumes.

    That’s just my 2 cents.

    Patrick

    • Derrick Van Dyke Post author

      Good point Patrick. That makes sense for a lot of offers. I wouldn’t sell a WordPress plugin and then offer developer rights or resell rights as an upsell.

  • Jerry

    Hate them. They are offensive and annoying. I am far more likely to ask for a refund on a product with up/downsells and fake scarcity routines or dinner sales. I want good products at good values and I want them to stay available at the same, or better still reducing prices for as long as they are replacement.