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The Long-Tail Sale - MicroConf 2013

The Long-Tail Sale - MicroConf 2013

Brennan Dunn

May 02, 2013
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  1. The Long-Tail Sale
    Making Lots Of Cash By Building Trust & Reducing Friction
    @brennandunn • brennandunn.com

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  2. The Happy Path of Sales...

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  3. The Happy Path of Sales...

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  4. The Happy Path of Sales...

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  5. ...is High Friction!

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  6. $2 per click

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  7. $2 per click
    3% conversion rate

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  8. $2 per click
    3% conversion rate
    = $67 a trial

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  9. $2 per click
    3% conversion rate
    = $67 a trial
    10% convert to paid

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  10. $2 per click
    3% conversion rate
    = $67 a trial
    10% convert to paid
    = $670 for a new customer

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  11. &
    INCREASE TRUST
    LOWER FRICTION

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  12. TRUST
    “Who are you, and
    why do you want my
    money?”

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  13. VALUE VALUE
    VALUE VALUE
    VALUE
    VALUE VALUE
    VALUE
    VALUE
    VALUE VALUE
    VALUE
    VALUE
    VALUE
    VALUE
    VALUE
    $

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  14. FRICTION
    “How hard will it be
    to start using this?”

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  15. ✓ Sign up
    ✓ Setup my account
    ✓ Get familiar with
    the product
    ✓ Invite my team
    members
    ✓ Explain why I
    signed up for this
    to my team
    ✓ Decide whether I
    should invite my
    clients
    ✓ Invite my clients
    ✓ OMG throw a real
    project at this and
    pray I don’t
    embarrass myself

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  16. Very few people want to
    buy software...
    People want to
    buy outcomes.

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  17. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

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  18. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

    View full-size slide

  19. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

    View full-size slide

  20. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

    View full-size slide

  21. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

    View full-size slide

  22. Project management for freelancers
    How to raise your rates? How do I fire my client? When
    should I be invoicing?
    Send traffic to your marketing site
    Send traffic to a free e-course squeeze page that promises
    to help someone find bigger & better clients
    Convince someone to ditch their PM software and buy yours
    Sell a book (with worksheets) that teaches consultants to
    double their rates, cross-sell your PM software later

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  23. -$400
    $0
    $400
    $800
    $1,200
    $1,600
    $2,000
    April June August October January March
    I paid $2.10 for a
    click
    Autoresponder
    sold them on DYFR
    Signed up for
    Planscope
    Bought my
    workshop
    Planscope, Planscope,
    Planscope...

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  24. FREELANCER’S
    WEEKLY (newsletter)
    free!
    DYFR (ebook)
    $49
    THE BLUEPRINT
    (package)
    $49 - $249
    CONSULTANCY MASTERCLASS
    (live workshop)
    $1,199
    PLANSCOPE (SaaS)
    $24 - 199 / month

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  25. $2.10 per click

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  26. $2.10 per click
    ~40% conversion rate

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  27. $2.10 per click
    ~40% conversion rate
    = $5.25 a subscriber

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  28. $2.10 per click
    ~40% conversion rate
    = $5.25 a subscriber
    List of 4,507

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  29. $2.10 per click
    ~40% conversion rate
    = $5.25 a subscriber
    List of 4,507
    Drove $230,876 in revenue

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  30. $2.10 per click
    ~40% conversion rate
    = $5.25 a subscriber
    List of 4,507
    Drove $230,876 in revenue
    = $51.22, or 10x, per subscriber

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