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The third approach involves collecting emails after people bought a product. Usually, this takes place near the end of the sales cycles. They buy a product, they pay for it, and then they get redirected to a download page that collects emails by promising them some sort of a digital freebie or newsletter involving something closely related to the solution that they just bought.
Finally, you can collect emails by putting the email collection at the front of the sales process. Somebody goes through your site, they like what they see, they click to buy, and the first thing that greets themis not a payment form. This is not the form that they entered their PayPal email address in or credit card information. Instead, they see a simple form asking them for their name and email address. Little do they know that even if they abandon the sales process, they end up on your mailing list. Once they opt in, they then get redirected to the OTO page.
All the processes I described above lead to an OTO page. That’s how an OTO works. It’s still the same page and works the same way but getting there takes at least four different ways. Really creative marketers, I’m sure, have innovated additional approaches. However, the four common ways I described above should give you a place to start. You can customize these. You can innovate on them. You can fit them to your particular set of circumstances.
Sounds good so far? Well, don’t get too excited. A lot of people build OTOs. In fact, it has become fairly routine and standard in the online marketing industry. As you can well imagine, when something becomes routine, people often drop the ball and they do.
Why Do Too Many OTOs Fail?
It really is quite tragic but the majority of OTOs simply fail to live up to their fullest potential. The OTO as a concept is a slam dunk if you know how to play it right. Imagine, you have all the pieces in place but you just dropped the ball at the last minute. All you needed to do was shoot the ball through the rim, but too many marketers fail to do that.
Think about it. Your prospects are hot. They’re definitely interested, either they bought something or they are interested in a booklet or that they’re interested in a particular piece of information or they just want to join your mailing list. Whatever the case may be, they already entered their email address and name. They already committed. You know that they are interested in a particular subject matter. You know that they have a certain range of problems that your OTO product addresses. Regardless of all of these advantages, your OTO still failed. That’s right. It fell flat on itsface. How can this happen? If you commit the following mistakes, your OTO will fail. That’s the bottom line. Thankfully, the list is short but I need you to use your imagination to come up with variations of these. These come in many different forms but if you were to boil them all down, there are three main reasons why OTOs fail.
Failure Reason #1: Offer the Wrong OTO
The most basic mistake marketers make is they offer the wrong OTO. How do you know it’s the wrong OTO? First of all, it’s not selling. That’s a dead giveaway. However, digging deeper, the reason why the product is not moving is because it is not directly related to the set of problems of your audience. People who see your OTO have a certain set of problems. They are hot regarding a particularset of solutions but your OTO has nothing to do with what they’re interested in. At this point, your OTO is dead in the water. It is obvious to the people seeing your offer that it has nothing to do with what they are interested in. At the back of their minds, they’re asking “Why are you showing me this?”
Failure Reason #2: You Failed to Pump Up Enough Interest Before Showing Your OTO
As I mentioned above, getting people to the OTO page is pretty straightforward. There’s four general ways to get there. However, this is not automatic. This is not just a simple case of filling in the blanks, following the steps and you have yourself a collected email address. You have to manage expectations before people get to your OTO page. You have to make the right promises to the right people at the right time to produce the right results. Sounds simple enough?
Unfortunately, there are many things in life that are easier said than done and this is one of them. The essence of marketing involves amplifying interest. In other words, when people go through the email signup process, they must be pumped up. They must be in a really white-hot emotional state that they are brimming over with hope, anticipation and mental images of a bright future as far as a particular problem is concerned.
If your squeeze page or sales materials and even your content do not engender or wake up a sense of urgency in the eyes of your target audience members, your OTO is going to have a tough time.
People who end up on your OTO page feel that they’re just getting a freebie or that they just bought a simple product and they’re ready to move on. They’re not motivated enough to look for enhanced or value-added solutions to the problem that they think they’re already solving by signing up to your list. Do you see what’s wrong with this picture?
You have to work the emotional state of your buyer before you put up an OTO page in front of their face. Otherwise, they wouldn’t think that your OTO is that big of a deal. They have higher priorities and ultimately, your offer falls between the cracks. Your conversions suffer.
Failure Reason #3: Use the OTO with the Wrong Email Collection Process
If you collect your email in a very confusing way or you create the wrong expectations along the way, your OTO is not going to work like it should. This is the bottom line. You have to make sure that the email collection process that you use must be geared towards people excited enough to want to buy something. If, for example, your digital freebie like a book gets people excited about getting a complete solution and you make it clear that the book is a complete solution, I can almost guarantee you when they get to your OTO, they’re not going to lift a finger. They’re not going to do anything. Why? You already told them that the book they just downloaded addresses all their problems.
So, you have to make sure that your email collection process uses the right incentive. Maybe the better approach here would be to use a free email-based course. The OTO simply sums up everything or gives them a tool that speeds up everything. This way, the OTO is offering added value. If it turns out that your freebie or the item that they get in exchange for their email already solves the vast majority of their problems, they would see no valuein spending hard-earned dollars on your OTO. Do you see how this works? Good.
What Kind of OTOs Can I Offer?
The kind of OTOs you can offer truly depend on your imagination and creativity as well as your particular set of circumstances. I don’t mean to beslippery but this is how you have to approach it because if you are going to offer an OTO on an automatic or formulaic basis, you’re just going to fail. There, I said it. I don’t mean to depress you or discourage you but that’s the truth.
You have to pay attention to the actual behavior of your customers. You know your market better than anybody else. You should play around with the OTOs that you offer. Run different OTOs two weeks at a time. Pump traffic to your squeeze page to study OTO behavior. Patterns should arise. At the very least, you should consider the following three. Rotate among them and pick the one that gets the most conversions.
First, you can offer steep discounts on a product or service. For example, if I am offering an email-based autoresponder course on how to make money blogging, I can offer a steep discount on an automated blog system where people just select a topic and the software does everything else. Do you see the connection?
Blogging takes a lot of time. It definitely can take alot of effort because you have to figure out what to write, collect information, write out the information, get pictures, make sure your content is SEO compliant, so on and so forth. It takes a tremendous amount of attention to detail. If you were to offer an OTO that automates all of that, people would sit up and pay attention.
In this particular context, your autoresponder email course opens their minds to how much money they can make blogging but it also makes them fully aware of how much of a hassle blogging could be. Once the OTO appears, they get a clear alternative. You can do the same with a free book or a “walled-off” part of your blog that really gives the viewer the inside scoop regarding a particular problem.Other Details
- 1 Ebook (PDF), 18 Pages
- 3 Graphics (PNG)
- 1 Squeeze Page (HTML)
- 4 Promotional Ad Materials (Emails)
- Bonus, Headline Swipes
- Year Released/Circulated: 2018
- File Size: 5,592 KB
[YES] Can be sold
[YES] Can be used for personal use
[YES] Can be packaged with other products
[YES] Can modify/change the sales letter
[YES] Can be added into paid membership websites
[YES] Can put your name on the sales letter
[YES] Can be offered as a bonus
[YES] Can be used to build a list
[YES] Can print/publish offline
[YES] Can convey and sell Personal Use Rights
[YES] Can convey and sell Resale Rights
[YES] Can convey and sell Master Resale Rights
[NO] Can modify/change the main product
[NO] Can modify/change the graphics and ecover
[NO] Can be given away for free
[NO] Can be added to free membership websites
[NO] Can convey and sell Private Label Rights