Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

The Happy Path of Sales...

Slide 3

Slide 3 text

The Happy Path of Sales...

Slide 4

Slide 4 text

The Happy Path of Sales...

Slide 5

Slide 5 text

...is High Friction!

Slide 6

Slide 6 text

No content

Slide 7

Slide 7 text

$2 per click

Slide 8

Slide 8 text

$2 per click 3% conversion rate

Slide 9

Slide 9 text

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

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

LTV CPA

Slide 13

Slide 13 text

LTV CPA

Slide 14

Slide 14 text

& INCREASE TRUST LOWER FRICTION

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE VALUE $

Slide 17

Slide 17 text

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

Slide 18

Slide 18 text

✓ 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

Slide 19

Slide 19 text

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

Slide 20

Slide 20 text

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

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

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

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

-$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...

Slide 27

Slide 27 text

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

Slide 28

Slide 28 text

No content

Slide 29

Slide 29 text

$2.10 per click

Slide 30

Slide 30 text

$2.10 per click ~40% conversion rate

Slide 31

Slide 31 text

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

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

$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