Yesterday, in Part #1, we began our series on the 4 criteria/objectives of great upsell offers by talking about how:
1 – Great upsell offers increase your average order size
2 – Great upsell offers increase the speed of customer indoctrination
Today, we’re going to talk about the next objective…
——— Recommended Links ——— 
———————————————–
Objective #3: Additional “Pre-Selling” of Your First Backend Offer
Truth be told, when talking about a front-end marketing funnel — a funnel designed to turn prospects into new customers — this objective not only applies to your primary upsell offer, it also applies to your main front-end product (the first product purchased in your funnel).
The big boys of direct response marketing understand the purpose of all front-end marketing funnels is to acquire maximum new customers. And, more often than not, to do it at either break-even or at a manageable loss.
For the marketers that are mistakenly focused on generating profit from every transaction — including their front-end funnels — they sacrifice the volume of new customers they could acquire.
Assuming two marketers invest $500 in traffic generation, the marketer who is willing to break-even will be able to acquire more customers than the marketer who wants to see a profit from that same $500 invested in traffic.
You see: What the big boys understand is that all the profit in this business comes from your backend marketing funnels — all of the marketing you do with existing customers.
The reason for this is simple: All of your costs associated with acquiring a new customer are invested on the front-end. Therefore, the sales generated on the backend are where you see your profits.
Simply put:
This business is the backend.
That’s why Jay Abraham, America’s Highest Paid Marketing Consultant, said — when talking about the backend:
“It is unquestionably the biggest single mechanism that can guarantee your success and multiply your wealth.”
And why TJ Rohleder, a direct response marketer from Kansas who turned a single $300 investment into a $100,000 a week business in just 15 months said…
“Back-end marketing is one of the most important elements of business success. In fact, I view it as the real core of the business.
And why Dan Kennedy said:
“As the costs of acquiring customers continues to increase, the profits of a business increasingly depend on the back-end.”
So, what does this have to do with constructing great upsell offers? And, most specifically, with Objective #3?
I’m glad you asked.
It’s actually rather simple…
When constructing your main front-end products and associated upsell offers, you should be engineering them with the additional mindset of… how will this help create more desire for the next [backend] offer I’m going to present them with.
In other words, your front-end products and upsell products should be “pre-selling” new customers on the next step in their journey with you.
Of course, they should be over-delivering value and not simply “sales pitches in disguise”. But, they should also be strategically designed to create more desire for what’s coming next.
Think of it like this:
- The goal of your front-end marketing funnel is to acquire maximum new customers.
- The goal of what you deliver on the front-end to new customers is to exceed their expectations AND prep them for your next offer.
As I said earlier: This business IS the backend.
So, your front-end should be designed to prep customer for that backend.
And that’s why every great front-end upsell pre-sells the backend.
Got it?
Good.
Tomorrow, we’ll cover the next objective of every great upsell.
Further Insights: Recently, on a Live Google Hangout with Mark Thompson’s subscribers, I shared my thoughts on the best way to price your upsells. It’s almost the complete opposite of what you’ve likely been taught. Yet, what you’ll hear is how to regularly get 40%+ of your new customers to immediately purchase your first upsell. Watch the Hangout here.
