Your First 100: How to Get Your First 100 Repeat Customers (and Loyal, Raving Fans) Buying Your Digital Products Without Sleazy Marketing or Selling Your Soul

by Meera Kothand

Here are some attributes that a robust lead magnet should have:

1. It’s easily consumable

2. It’s highly specific

3. It provides a quick win

4. It leads your audience through a change

5. It talks about one idea

6. It’s different

7. It contributes to your brand, your current product, and your future products

It should not be a stand-alone item but rather gel with your products and offers as well as your content.

If someone opts-in to a lead magnet on writing tips, they are raising their hands and letting you know that this is something they are interested in. They probably identify with the need for them to improve in that area. If you nurture them and build trust and then go on to try to sell them an e-book on 50 essential writing tips, they are more likely to buy your product as opposed to if you pitch them an e-book on productivity tips. This subscriber identifies with the problem your lead magnet solves and hence will be more likely to buy that related product compared to someone who doesn’t.

The experience a subscriber has with your emails in the first couple of weeks will set the tone for the rest of their time on your list.

You may have heard about sending a welcome email to your subscribers. If you’re already doing that, great! But you’ll be squandering the opportunity to wow them and gain their trust if

you only send a single welcome email. What you want to do is send a sequence of emails instead.

An email sequence is a series of emails that are sent on auto, based on a frequency and order which you predetermine. Not everyone who comes to your site is going to know how your products can help them from the get-go. And not everyone is going to purchase from you immediately. Only a very small percentage of people will buy right off the bat. The rest of them need to be nudged and educated. An em...

Here are the steps you need to take to create an email sequence:

1. State the goal of your sequence

Now, your end point doesn’t necessarily have to be a pitch. It could also be an invitation to join your community, to establish your authority and expertise, or to build trust.

2. Plan how many emails you’re going to have in your sequence

3. Get more people into your sequence

4. Analyze

Now, that you know the power of an email sequence, let’s drill down into the type of emails that will help you hook loyal customers. There are four parts to emails that hook.

Credibility

Are there certain things you did that made you clear your college debt within three years?

Do you save money through meal planning? Have you visited over ten countries on a limited budget? What made you start your business? What experiences have shaped your business? All of these give them a glimpse of what they can learn from you and what change they can expect from reading your content.

Commitment

Micro-commitments are tiny actions that you get your ideal customer to make, e.g., get them to reply to an email, take a survey, or answer a question. Yes, you do need to prepare your ideal customer to interact with you continuously. Because when they do, they’re no longer just passive consumers of the information you send. You can start to engage them by asking a single question in your welcome email. Use this as an opportunity to get to know your audience.

This gets them used to y...

Continuity

How do you make your subscribers anticipate your next email? How do you get them to look out for your name in their inbox? How do you keep them on edge thinking about something you raised?

Do you know that 90% of what people believe about organic vegetables is wrong? I’ll tell you what that myth is tomorrow and how it’s going to help you cut your expenditure by up to 50%. • Do you know how long it takes for your body to form a habit? The answer will shock you. Look out for that tomorrow.

Context

ACTION

Your product – Your offer. They are two different entities.

An offer is like a package. It’s how you present it.

• The most attractive promise or outcome of your digital product that your ideal customer will gladly pay for. Your product can have ten different outcomes or promises. But not all outcomes are created equal. Some are more important in the eyes of your ideal customer. You need to pick the most attractive ones that they will pay for.

A great product can fail with a lousy offer. A great offer can make even the worst of products sell. I definitely don’t recommend going this route. A bad product could very well result in losing the trust you have built up with your customers.

People buy things because they solve a problem. Look at your offer through your customer’s eyes. Do they immediately understand how your product makes their lives easier?

Your ideal customer wants something that helps lead them to a desired outcome. It works with everything you offer an audience. People want extra credit during the holidays because they want to buy gifts to make their family happy. People want to buy a Rolex because they want to feel like they belong and for their peers to look up to them.

The most common underlying drivers behind why people buy are to 1. Save or make money 2. Save time 3. Increase emotional benefit/feel better 4. Ease pain, suffering, or negative emotions

Think about how your offer fits into one of these drivers and focus your efforts there. List out all the possible outcomes that your product could potentially lead your ideal customer to. Then measure their importance against what your ideal customer will be looking for. Not all those outcomes are going to speak to them.

Just like burning in a single-minded brand identity into everything you do, your product should also hit on the single most important outcome to your ideal customer. The outcome or promise of the offer should get them to sit up and take notice. It should disrupt thei...

But in order for that new fan or subscriber to buy, you need to create a painless, low-risk offer. These low risk, micro-commitments are called loss leaders or trip wires.

These are small-ticket items that you offer your subscriber usually upon opt-in or early on in your email sequence. The idea isn’t to profit from that product but to quickly turn a subscriber into a buyer. Because people are more likely to open their wallets and purses for you a second time if they’ve already crossed that first sale hurdle.

But there are two mistakes here that you may potentially be making. Firstly, you make the first wall so high that people can’...

Secondly, you may be hesitant to offer something for sale to someone so early in the relationship.

I’m not an impulse buyer. But when I’m sold on someone’s free content, and it blows me away or gives me light bulb moments, I don’t hesitate to buy that very day I get acquainted with their brand, especially when the offer is a small-ticket item.

13 – CREATE A PRODUCT ECOSYSTEM

Muy importante capítulo. Necesario releer y profundizar.

For them to be able to repeatedly buy from you, you need to create a product ecosystem. A product ecosystem is when one product feeds into another. One product helps them take the first step in getting rid of one facet of the pain point. Once they’ve done that, your next product helps them get rid of the next facet of the pain point. For instance, my products The One Hour Content Plan (1HCP) and the CREATE planner both help solopreneurs and small business owners with content marketing.

Niche courses are the larger rocks.

For instance, Content Marketing, Email Marketing, Digital Product Creation and Launching, and Social Media Marketing are niche courses.