SFR 163: Easy Add-On Products...

 Boom! What's going on everyone? It's Steve Larsen.

 

This is Sales Funnel Radio, and today we're going to talk about some easy add-ons you can put to your products.

 

I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine-to-five to take the plunge and build my million-dollar business.

 

The real question is, how will I do it without VC funding or debt completely from scratch? This podcast is here to give you the answer.

 

Join me, and follow along as I learn, apply, and share marketing strategies to grow my online business using only today's best internet sales funnels.

 

My name is Steve Larsen, and welcome to Sales Funnel Radio.

 

What's up, guys? Hey, I don't know if you're like me, but my favorite part of going to movies a lot of times is the previews ahead of time.

 

I remember we were driving to a movie, and I didn't want to go to it anymore because I knew we would just get there in time for the movie. This might be a little bit weird, but I love watching the previews. I love being sold. I love being sold. Being sold is so fun.

 

There's a guy who came, and he walked through our front door, and he said, "Hey, I wanna give you some pest control ... or carpet cleaning... or this or that." I love the sales process. It's so fun. It's really really cool to see in action.

 

Infomercials, oh my gosh. I can watch infomercials... matter of fact, I have done that many times. I just watch the infomercial for the sake of the infomercial because I don't want to watch whatever show is on. I've done that multiple times. I love the act of selling.

 

In infomercials, though, you guys have seen, back, I don't know, several years ago, I would watch (definitely like six, seven, even eight years ago), I would watch these infomercials, and even just in general, you'd see these products that people would come out with. And you'd see these infomercial guys like, "You're gonna get this... and it's the CD set."

 

And it's all these CDs. It's this course laid out in all these CDs, like 12 CDs. Now, spacing-wise, it could easily fit on one CD, but they know it looks bigger if it's on 12 so, "You're gonna get this 12-CD set!"

 

And you're like, "Wow, that's crazy cool!" "You're also gonna get this workbook over here." "Wow, that's cool." "You're also gonna get the personal book "from the author as well, from the creator of the course. "They've also authored a book. "We're gonna give you that book." "Wow, that's cool!" "You're also gonna get this checklist." "Wow, that's cool." Right, and they're masters at creating offers.

 

And even when it's like the ShamWow guy, right, I don't remember his name. ShamWow guy, right, "If you act in the next 15 minutes, "we're gonna give you two ShamWows for the price of one." What! "We're also gonna throw in four mini ones "in case you're ever in the car." What!

 

Right, they're building an offer. That's an offer. The infomercial people are experts at creating these offers, and that's exactly what we do on the internet. We create these offers and put them all together.

 

Well, my perception of what it took to create a product was like way up here. I mean, it was so big because I would see these guys. You know, and I'd see these guys, and they'd be creating, "You're gonna get this CD set. "You're gonna get the workbook. "You're gonna get the transcriptions. "You're gonna get this and this and this." And it was like, "Wow! "Gurus are telling me to go and actually create."

 

(My phone's going off over there. No, alright. Sorry about that.)... But it was my perception that I would have to go and create these massive massive products. And it ended up becoming a block to me, right.

 

I'd be like, "Man, these gurus, "they're saying the only way for me to get out there and actually go create success with this stuff" is for me to go and make, "I gotta have this CD course set. I gotta have the workbook. I gotta have this, I gotta have this, I gotta have this or this."

 

If I'm doing some supplement, "I gotta be able to give this away. "And a workbook from," let's say it's a weight loss thing. "I gotta go interview these people, "and I gotta become an expert on weight loss. "And give them that workbook as well. "Plus the supplements, plus the formulator, "plus put together the packaging and the branding "and how much it's gonna fulfill. "And the shipping, right."

 

My perception of what it took to actually create a product, and especially an add-on, was through the roof. It was crazy. It was through the roof. It was so challenging because these guys were so good at it that it actually ended up becoming a barrier, and I started believing that I needed to do it like that in order for me to actually become successful and build my own product. And so for the first few products that I put out, it was like that.

 

I would go months, guys, months and months of time putting little info products together, then like a little CD, and a free plus shipping thing with something physical. And that's how I would build out these products. And I still do that, but there's some hacks to it.

 

I wanna let you know that that's not always the case though. If you go look at what these guys are experts at, they're experts at creating offers and products.

 

So what I wanted to go through with you guys today, (I've got my phone here which is why my computer rang. I've got my phone here. And I'm putting it on airplane mode so nothing else pops in.) I started writing down a list of really easy ways for you to create add-ons, okay?

 

So let's say that your main product, let's say you got a supplement. And you might put a little add-on on there. Maybe you can use it as an upsell or, "Hey, it just comes with it naturally anyway." And these are things that you could do to increase the perceived value of the product without you spending inordinate amounts of time going out and building out literally an entire additional product. Does that make sense?

 

Okay, what we're doing here is we're toying with the perceived value of offers of products by tossing in a few of these really simple ways.

 

Now, for those of you that are in the Two Comma Club X Program, there are huge lists of ways to create products quickly in there, right, which is awesome. Product Secrets is amazing. But I want to be able to share just a few of the things that I personally do, that are on that list also, that I like to use to very quickly increase the perceived value of the primary thing I'm trying to sell.

 

For example, I have a product that I launched the beginning of this year called Secret MLM Hacks, right? And it sells in the MLM space, and it's doing awesome. It's amazing. But there are a few things I added in there that I knew would increase perceived value. I added in a workbook...

 

Here's the issue with info products. I love info products. You guys know why I'm in the info product game. The issue with it, though, is that people know as the perception like even though it took this guy for freaking ever to create this thing, for him to fulfill it to me he literally does nothing, you know what I mean? Meaning there's an email with the login link. Even though there's a lot of time that went into that. The perceived value of info products can a lot of times be low for that very reason.

 

The perceived value of something that's physical is a lot higher. You don't have a lot of sales copy next to Amazon products.

 

If you look on Amazon, what's the sales copy on an Amazon product? There's no sales copy. There's like bullet points. Here's what it is. Here's how much it is. Here are the questions people ask. There are the answers. Boom, buy it.

 

There's not a sales letter. There's hardly even testimonials on things like Amazon products. Why? It's because I'm gonna be able to feel it. I can future pace myself of what it's gonna be like when that thing shows up.

 

It's in the box. It's coming to my house. Think of the day, imagine the day. It's coming straight to the front door. I'm gonna run to that front door. I'm gonna grab that box, open it on up, bam, wow. I get to hold it, right? All that future pacing goes on post-purchase. There's not a lot of future pacing that goes on in like an info product. So what I do is then combine them?

 

So a few of these strategies I'm gonna share with you are:

 

#1: The info product, which I love 'cause of the high margins, combined with something physical.

 

#2: Events, there's high perceived value in events. I'm gonna book time out of my schedule. I'm gonna set up flights and a hotel and what I'm gonna eat. I'm gonna check with loved ones and friends and family. I'm gonna let them know, "Look, I'm gone, I'm gone." There's a lot of high perceived value inside of an event because of the mere time it takes to put together the event and just you attending.

 

What I am trying to do is I want to show you guys a few cool ways and things to do that'll help you increase perceived value of whatever it is that you're selling out there, okay?

 

So think about this, say I've got my product here, a really cool strategy is, let's say you're selling a book, or you've got, again, a supplement or something like that. Let's say you're gonna do a little event, an afternoon event or a weekend event or something like that, a free ticket to that event included in the product before it, massive value added, massive value.

 

Let's say there's gonna be a $200 little mastermind you're gonna toss or something like that. Putting in a free ticket to that is huge.

 

Filling events is hard. That's like probably one of the hardest things to do. Filling events, that's not easy. People that can put 3000 people in a room, that is not easy to do.

 

You think of Click Funnels, their last event Funnel Hacking Live was like 3500 people or something like that. They have 60 thousand users, and 3000 people came. Isn't that interesting?

 

60 thousand active monthly users, and that number's going up all the time. At the time of recording this, though, it's like 65 ish or something, alright? And 3500 came. Like, get real on how hard it is to fill up events.

 

So a good way to start filling up that event where people can see your upsells, people can see and start hearing more about you is by merely tossing in a ticket in that product ahead of time. That's one way.

 

Let me get back to my notes here.

 

#3: One of my favorite strategies which was barely tossed out, was the course on how I made the very thing that they're buying. Anyway, just super cool.

 

Think about this: so if you're an author, back to the author thing, how cool would it be if you were to share as you're actually making the book, as you're writing the book, or putting together the notes or whatever, like the actual notes that you're using, the original outline.

 

"This is when I wrote this piece. "This is when I wrote this piece. "This is why that piece comes before that part. "This is why this piece comes before that part." Like, crazy. The value-add that is inside of the book is crazy. "Oh, by the way, here's the book, "but also here's how I wrote the book."

 

"Here's the supplement, "but here's how I created the supplement "and why it has what it has in it." I don't know half the crap that's in a supplement. It would be awesome if someone was to tell me that. I don't know what someone went through to create a software. That would be awesome. And all it does is help create more true believers for your actual product itself...

 

Since you're already doing it, just document it. It's a very easy way for you to add a lot of perceived value to the thing.

 

#4: One of my favorites is to just get a whole bunch of experts. Again, back to the book thing. Let's say you have a book that's in a topic of how to lay bricks. I would go, and I'd find the top masons. The top people who are masonry's, I mean. And I would go out, and I would grab the top people who are the top bricklayers on the planet, and I would go in and I would interview those guys. And I would include that series inside of my book called, How to Lay a Brick. Crazy example, just trying to go crazy so you understand just how easy this is.

 

It doesn't matter what you're selling. It's the principle behind it.

 

If you're gonna go in, you're making a supplement, and it's about weight loss, man, go interview a whole crapload of people. It doesn't take a lot of time. It really doesn't. Make it 20-minute interviews.

 

Go list out 10 people. Get that, and package it all together. Give that away for free with the actual supplement. That's crazy. Really easy add-on. You're not making it. They're saying the stuff. You're literally just compiling, which is pretty awesome.

 

#5:  One of the other ways, (I currently do this in several of my products,) I like to create welcome packages.

 

So if I'm selling something that's info, a welcome package could include something like a manifesto. It could include some stickers. It could include a workbook. It could include my personal notes, like as if I'm going through the course myself, me writing it out in the workbook. So a copy of how I would fill out the workbook. Anyway, does that make sense? A t-shirt, getting their shirt size and sending that with them. A welcome package with stuff like that. Those are super easy add-ons you can toss in as well.

 

#6: Next one here, let's say that you a not an expert in what you do yet, or you wouldn't consider yourself to be. Let's say the market doesn't consider you to be an expert. That's totally fine. What's very easy to do, and actually it's one of the things, on my very very very first info product.

 

I read the book, Dot Com Secrets by Russell. And I went through and I watched a few more videos and trainings that he did on that stuff, and then I literally got a whole bunch of people together and I taught what I learned for like two or three hours and recorded it. And that became my first info product.

 

#7: A checklist on how to do what the guru is teaching about, super easy to do as well. If you're already a geek about what it is that you're selling, that's really easy to do. You're gonna find some person who you geek-out about and go to that person's audience and say, "Hey, that person's audience, "you want a checklist on how to apply "what you're learning from this guy?" Huge value-add. Huge value-add. And you couple that with something you're already selling, that's a massive way to do it as well.

 

#8: Compiling other people's content. What's cool about YouTube, guys, YouTube is public domain. It means there's been times where one of my Live Funnel Builds, one of the cool membership area strategies I like to use.

 

Let's say that you have a product. Let's say you're selling fishing rods.

I'm just trying to use random crap so that you know how easy it is to do this.

 

Let's say you sell fishing rods. You're a fly fisherman. You sell fishing rods…

 

The fear that people have when I say, "Get into an info product kind of thing," is they think, "That means I have to get a camera. And I've gotta get some weird backdrop. And what am I gonna say? And do I know how to talk that long?"

 

There's all this fear, fear, fear, fear, fear, fear. "Heck no, heck no there's absolutely "no way I'm gonna do that." And they start backpedaling like, "No, I'm not gonna do that!"

 

Here's an easy fix for it:

 

When you put something on YouTube, and it's marked as Public, don't do this for unlisted videos 'cause that's stealing. But when you press Public, and you push that thing out there, that's public domain. I have grabbed the URLs. So I would go out, and let's say I'm a fly fisherman, and I sell fishing rods and fishing equipment, I would go find content that some person with a massive audience, multiple people, people with huge audiences inside the fishing space, I would go in and I would grab a lot of their stuff off of YouTube.

 

I wouldn't download it. I would literally just take the URL and put it in a members area. "Hey, with this book, with the fishing rod… with this fishing rod, we're gonna send it out to you, we're also gonna give you a FREE account to the members area that's gonna have the experts teach you how to use it correctly."

 

You didn't make the content. You just compiled content from existing experts. Does that make sense? Super easy value-add. Content's already existing.

 

That's part of what I'm trying to help people understand with this. Most of the time the content is already out there.

 

If it's marked as Public, don't steal it, but if it's marked as Public and it's on YouTube, grab that URL, put it inside a member's area, and give away a free account. It already was free. Give away a free account. They're still gonna get the views on their thing. And that's a fantastic strategy. That works super well.

 

#9: One of my favorites is to give away group coaching sessions.

 

So let's say that I'm gonna do, let's say I'm selling events. Or let's say that my primary business is masterminds. I'm going to give away a free group coaching session after the event to make sure you apply what it is that you learned. That's a huge value-add, right? There's a lot of value associated with time. And if I'm giving away my time, now, I would not give away one on one time. That's why I do a group coaching session. I'm gonna do a group coaching session, and I've tossed that inside of my offers many times. Actually in that very scenario, for masterminds.

 

If I'm selling a product at a mastermind, a group coaching session, that's an awesome way to add more value into what you're doing. Anyway, that's a huge one. Or let's say you do an info product, "Guys, I don't want you to be lost on the info product. "If you have any questions or whatever, "I do a coaching session two times a month, "on this day and on this day. "Here you go. Come on in, and sign on in, and this'll get you off the ground. We want to get your questions answered."

 

People want that hand-holding feeling. They want the blanket of security. "Everything's going to be okay."

 

Anyway, so that's my small little list. And I made that really really fast. And the principle that I'm trying to put in people's brains here is check that all the ways you can increase perceived value with easy add-ons.

 

RECAP:

 

> So like, an event ticket, does that cost you anything else to fulfill? No, you're gonna do the event anyway. So if you are doing an event anyway, just put in a free ticket for that person, and it's way easier to fill up that event.

 

And in events, you change the selling environment, so usually that's where a lot of upsells happen too.

 

> A course on how you made the thing. It literally is just you recording you doing your thing and including it in the product. The very thing that you're making. That's huge. I sell a lot of stuff that way.

 

> Doing expert seminar, kind of, interviews. Going in and grabbing a whole bunch of experts if you're not an expert yet and compiling that. That's very easy.

 

> Welcome package, that's a fantastic one. I use that one right now also. Manifestos, t-shirts, workbooks, all that stuff, so that's something physical paired with info. That works super well for retail and B2B. That's awesome.

 

> Checklists to use, like, "Hey, here's how to apply what that expert was teaching." That's a great strategy.

 

> Compiling things from YouTube and public domain, that's super easy. Go in and literally type in your keyword plus public domain. You'll find a whole bunch of free content on the internet. It's public domain, meaning you can grab it. That's what public domain means. That's an awesome one. That's an awesome one.

 

> Group coaching, that's awesome. I would not do one on one, but group coaching.

 

Anyway, so hopefully this has been a cool episode for you. I just want to walk through a few ways to do it.

 

And that's the principle. If you spend a ton of time and energy getting in and actually building the cool thing but really easy ways to increase perceived value so you're not competing on price is by coupling in a few add-ons like this. It's not hard.

 

Most of them you can just automate and do one time. And then you can sell at what it's really worth rather than competing on price.

 

Alright guys, hopefully this has been helpful to you. If it has been, please go to iTunes and rate and review it. That would mean a lot to me.

 

I'll see you guys in the next episode.

 

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