Choice is a good thing.
Too much choice can be a bad thing.
It can confuse customers and cause them to abandon your sales process early.
So, what if you’re selling several (or many) products or services?
You know you want to make compelling offers, and that email is a great place to put those offers in front of your potential customers. But how do you give equal attention to each, or guide your prospects to the product that will best work for them?
The answer I’ve found, after extensive testing, is the Two-Option Sales Strategy for your email marketing.
It offers the perfect balance between too much and not enough. It’s simple to execute. And of all the variations I’ve tried, this is the one that has worked best.
What is the Two-Option Sales Strategy?
You’ve probably seen it in many newsletters, but never really paid close enough attention to it.
If you really look at this strategy in action, you’ll see that there is more than a single offer being made at one time.
In most newsletters (unless we’re creating urgency, for example we have a limited-edition launch) there are two offers made right in front of our eyes at the very top of the page.
Offer 1: Product 1
Offer 2: Product 2
Then, at the bottom of the newsletter, the same offer is repeated.
So why not just one offer? Why two?
The standard logic is that one offer is good enough.
Many contend that it prevents clients from getting distracted … and that’s exactly right.
But in some cases, your business is operating on limited marketing bandwidth. That means you can only send out so many newsletters, direct mailings, or emails every month.
In that limited bandwidth, you have two types of customers .
You have customers who have probably already decided they don’t want to buy a particular product you have to offer. So let’s say they’ve already decided that Product 1 isn’t for them.
Um, you know what comes next, don’t you?
Yes, they buy Product 2.
And there’s also the situation where your customer has already purchased Product 1 earlier. If this is the case, their eyes will usually automatically skim right past Product 1 and head to Product 2.
You’re hitting two birds with one stone here. You’re giving each customer (who are at a different places in the purchasing process) exactly what they want.
Aren’t you confusing the customer by making two offers?
Contrary to what you may believe, your sales will actually go up.
With two distinct offers, rather than asking themselves Should I buy or not? clients tend instead to ask Which one do I want? Once they’ve made their choice, off they go to your sales page.
If you’ve put together a strong landing page with the right copywriting strategy, they’ll probably buy.
So, should you always have the same two products consistently, or can you add and remove products from the menu?
If you have something new, then use the Product 1 spot for your best-selling product and Product 2 slot for a new product.
And yes, be sure to put the word “New” or “Announcing” right next to the name of the product. A simple addition of the word “New” makes customers look more intently.
Of course, you may be tempted to turn up the heat a bit and take the Two-Option Sales Strategy and turn it into a Three-Option Sales Strategy. And I say, “goodonya mate!” Go for it. Don’t listen to me. Try it for yourself. Maybe it will work.
What works best for my company is this simple Two-Option method … and it’s worked exceedingly well over the years.
Try it for yourself — and see the results.