Category: Backend Marketing

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The 6 Backend Marketing Offers Any Business Can Make

The 6 Backend Marketing Offers Any Business Can Make
The 6 Backend Marketing Offers Any Business Can Make

In my current series of articles on the 9th marketing fundamental you need to succeed this year (aka backend marketing), I’ve been trying to show you the importance of backend marketing.

The reason that every business should focus on their backend marketing is because the real money is made on the backend.

As marketer Todd Brown says, the aim of front end marketing is to generate a new customer. The goal of the back end marketing is to generate profit.

So today I wanted to give you a list of some back end marketing offers that any business or company can use in their back end marketing campaigns.

All they need to do is apply some creativity to any of them.

1. MORE OF THE SAME

Offer your customers more of what they already purchased.

If they purchased one product you offer them more of the same type of product. If they purchase one service, then you offer them another one of the same type of service.

These types of offers are usually made for products that are consumables. In other words, products or services that people regularly repurchase.

They’re one of the easiest and most successful backend marketing offers you can make. Because if a prospect has purchased a certain product or service from you, they’ll probably purchase the same product or service again.

2. SAME BUT DIFFERENT FORMAT

For this marketing backend offer, you would offer your customer more of the same thing but in a different format.

If they purchased a book, you could offer them an audiobook. If they purchased an audiobook then you could offer them a video course.

These types of offers are usually made for content-based products. But with some creativity. they can be used for other types of products or services.

If they purchased your Saas product, you could offer a course on how to accomplish a goal or offer them a conference as a backend offer. This is what Salesforce does by offering their annual event Dreamforce.

3. SAME BUT DIFFERENT SIZE OR AMOUNT

For this marketing backend offer, you offer them more of the same thing by offering different sizes or amounts of the same product they already purchased.

If they purchased a 60″ TV for their living room, you can offer them a 39″ TV for their bedroom.

If a customer purchased your SaaS product, you could sell them a team or enterprise version of your product.

If someone bought one dinner at your restaurant, you could offer them a gift card for dinner for two. An online tutoring company could offer tutoring books on certain subjects (tutoring in a different format).

4. DIFFERENT BUT RELATED PRODUCTS OR SERVICES

Offer your customers different products or services than the ones that they’ve already purchased from you.

But make sure that they have some sort of connection to the purchases they’ve already made. In other words, you can think of these as accessories.

For example, if you own a hardware store and someone has purchased paint, you could offer them paintbrushes. It’s not more of the same product (more paint). But it’s a product that ties into the original purchase.

A web design business could offer web hosting services or even social media marketing services that promote their businesses or their websites via social media.

5. DIFFERENT BUT UNRELATED PRODUCTS OR SERVICES

Offer your customers completely different products or services than the ones that they’ve already purchased from you.

But with this marketing backend offer, the products or services don’t have to be directly related to the exact purchases they’ve already made.

If someone purchased paint from your hardware store, you could offer them a home decorating service.

If a hair salon could offer manicures or facials. A web hosting company could offer group coaching or mastermind groups.

6. SUBSCRIPTIONS

This is where you offer your customer your product or service on a subscription basis. This could be monthly or yearly.

Why would your business or company want to do this? As marketing legend Dan Kennedy says, it gives you the ability to create reoccurring income versus episodic event income.

Dry cleaners can do this. Grocery stores/supermarkets can do this.

The fact is that any business or company can do this, even ones that think they can’t. If you don’t believe me, just remember that even Taco Bell is getting into the subscription game.

You’ll Only See Results If You Apply These to Your Business

If your business or company currently doesn’t offer any backend marketing offers, I’d encourage you to begin offering the easiest and most effective of these backend offers: begin offering your customers more of the same or what they’ve already purchased.

If your business or company already uses backend marketing offers, then I’d encourage you to look at my list and see if you can add any of other these backend marketing offers to your sales funnel.

But do something. The only way this list is going to make any difference in your business or company is if you apply them.

Previous Articles on the 9th Marketing Fundamental

That’s all I’m going to share on the this 9th marketing fundamental.

If you haven’t read my previous articles on the 9th marketing fundamental, I’d encourage you to do that. You can click any of the links below to do that right now. (All links open in a new window.)

Stay Tuned for The 10th Marketing Fundamental

My next series of articles will be focusing on what I call the 10th marketing fundamental. It’s the next thing you will need if you want your business or company to succeed this year.

Stay tuned. You won’t want to miss it.

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This is the Best Time to Make a Backend Offer

This is the Best Time to Make a Backend Offer
This is the Best Time to Make a Backend Offer

Today, I want to continue my series of articles on The 9th Marketing Fundamental You Need to Succeed in 2022.

I want to do that by showing you when the best time is to make your first backend offer to your new customer.

I’ll also reveal the best time to send your second backend offer and how often you should consider sending backend offers.

In the process, I’ll also show you three common mistakes businesses and companies make when it comes to backend offers.

But before I do that, I need to tell you a quick story about what happened when I took my sons to a bowling alley while on vacation visiting family recently.

Why do I need to start with this story?
Because it reveals some powerful lessons about backend marketing and backend offers.

I’ll explain more in a minute. First, let me tell you what happened…

The Unexpected Backend Marketing Lesson I Learned on Vacation

bowling gf1cc476c4 1920

After Christmas, my family and I flew out to Colorado to be with extended family and celebrate New Year’s together.

Before we flew back home, we took all of the kids to go to a local, high-end, bowling alley/arcade.

I didn’t know it at the time but I was about to see some great backend marketing in action.

You see, after the kids were done bowling, a message popped up on the screen offering us tokens if we texted the bowling alley at a certain number.

The best part of the offer? We could text them right away and use the tokens before we left.

After we texted them, all we had to do was go up to the counter and show them the automated text message we received, then delete it in front of them (so we couldn’t use it again).

We did that and received our free tokens.

Besides the fact that I was impressed that they had just used the 2nd marketing fundamental you need to succeed, I wasn’t thinking about marketing.

That was until the next day when I received my first text from the bowling alley…

FIRST TEXT

Thanks for your recent visit to (name of business)! We are grateful for the pleasure of serving you. 

We would appreciate it if you would take a minute and give us some feedback on your recent visit. (They had a link here).

The fun doesn’t need to end.  Come back and visit within the next 14 days and receive up to 40% off your purchase. Get offer>>   (They had a link here).

TextSTOPtoEnd

SECOND TEXT

But that wasn’t all. Three days later, I received this short but effective text message…

Join your friends at (name of business) to enjoy live music tonight at 8:00pm! Reserve> (They had a link here.)

Show this text and get $5 off a $25 purchase. 1/7 only

Stop2End 

(IMPORTANT: I changed the wording slightly in both of the above texts.)

I was REALLY impressed with the backend marketing that this business used.
I’ve since received another text from them that I’ll mention a little later.

But I just want to focus on those two texts because you can learn several important lessons about backend offers from them.

A Quick Review for Those Who Missed My Last Two Articles

In my first article, I revealed that the 9th marketing fundamental you need to succeed this year is backend marketing. In other words, the marketing that you make to your existing customers.

In my second article on the 9th marketing fundamental, I showed you Why You Need Backend Marketing to Stay in Business.

If you haven’t read these articles yet, I’d encourage you to scroll back up and read them as soon as you’re done with this one.

Now let’s get back to the lessons you can learn from this high-end bowling alley/arcade…

SIDEBAR: What is a Backend Offer (or Back End Offer)?

For those of you who don’t know, a backend offer is an offer you make to an existing customer.

The First Mistake Businesses Make With Their Backend Marketing

Believe it or not, one of the biggest mistakes businesses make with their backend marketing is waiting too long to make their first backend offer.

They mistakenly think that making a backend offer too soon will make their customers upset. And that thinking makes them afraid to pull the trigger and make a backend offer.

This causes them to wait days or even weeks to make an offer and so they miss out on the opportunity to build momentum off of their customer’s purchase.

The Best Time to Make a Backend Offer

When is the best time to make a backend offer? The bowling alley sent me a text the day after I was there. That means that within 24 hours of being there, I received the first text to come back again.

That’s pretty good. Many businesses and companies are too afraid to make a backend offer that soon. So I give the bowling alley a lot of credit for sending that first text.

But do you know what would’ve been even better than sending me an offer the next day? It would’ve been better to send it to me right after I sent them the text.

You see, the best time to send a backend offer is right after a customer purchases from you.

Why Should You Make a Backend Offer Right Away?

There are several reasons why you should make a backend offer right after your customer purchases from you, but here are two important ones:

  1. If you sell a great product or service (and you should), the moment right after a customer purchases from you is when they’re the happiest about their experience and therefore most likely to buy.
  2. This is when your customer first realizes their need for other products or services. You know what I mean. We’ve all purchased something and then immediately realized we also need something else. (I’ll talk more about this when I share the types of backend offers you can make in my next in my next article.)

The Second Mistake: When You Should Make Your Second Backend Offer

After waiting too long to make the first backend offer, the second backend marketing mistake that businesses make is waiting too long to make the second backend offer.

Let’s look again at the example from the bowling alley.

They sent me the first text/first offer the next day. Then they sent me a second text with a second offer three days later.

Did they risk getting me upset by sending me a text three days later?
Some might say so. But I don’t agree. I think it was a really smart move.

Here are five reasons why I think it was a smart move to offer a second backend offer within 72 hours of making the first backend offer:

  1. I might not have read the first text.
  2. I might not have had the time, money, or interest to respond to the first offer, but I might now.
  3. Offering another offer helps to weed out any people who will be too bothered by receiving offers.
  4. It’s a different offer. Different offers appeal to different people.
  5. It’s still really soon after I first purchased, so I’m probably still happy and more likely to buy again.

I’d encourage you to test making your second backend offer within 72 hours of making your first offer.

You might find out that you bother some people and you’ll get some unsubscribes.

But you also might find that you make a bunch of additional sales and the customers that you keep are better quality.

That seems worth the risk of testing this out, doesn’t it?

The Third Mistake: How Often You Should Make Backend Offers

When it comes to backend marketing, the third common mistake that businesses and companies make is not making enough backend offers.

They don’t make enough backend offers because they’re again afraid to upset their customers.

Now you don’t want to be annoying and keep hitting your customers over the head with offer after offer.

But that doesn’t mean that you need to go to the opposite extreme and hardly ever make any backend offers to your customers either. Instead, try to find a happy medium.

I told you that the bowling alley sent me another text besides the two I mentioned above. What was it? It was another a MLK Day offer that was sent 10 days after the second email.

How do you find a happy medium between hardly ever making backend offers and annoying your customers with too many backend offers?

Again, the only way you can really find out is through testing.

4 Takeaways

I hope this article has got you to think about your backend marketing and how you should set up your sales funnel with backend offers.

Before you leave, let me leave you with these four takeaways you can begin testing:

  1. Make sure to send your first backend offer right away – no later than 24 hours from the purchase.
  2. Test making your second backend offer 72 hours after your first one.
  3. Test making your third backend offer 10 days after that.
  4. Test how regularly you should continue making backend offers so that you don’t leave too much money on the table or don’t annoy too many customers.

Stay tuned for my next article on the 9th marketing fundamental.
I’ll reveal the types of backend offers that any business or company can and should make.

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Why You Need Backend Marketing to Stay in Business

Why You Need Backend Marketing to Stay in Business
Why You Need Backend Marketing to Stay in Business

As I mentioned in my last article, The 9th Marketing Fundamental You Need to Succeed in 2022, most businesses usually spend the majority of their time trying to get more (i.e. new) people to buy.

And that’s the hardest thing to do.

The easiest and best way for you to help a business make more money is by focusing your marketing on your current customers.

You want to use backend marketing to get your customers to buy more often.
If you don’t get people to buy more often, your business will have a hard time staying in business.

Let me show you what I mean by telling you a story about an incredible light bulb…

The Longest, Continuously Lit Light Bulb

When we think of the light bulb, we think of Thomas Edison, because he was the inventor of the light bulb.

But just like any product, as soon as it came out many people tried to improve it and make a better one.

One of the men who came up with a better version of the light bulb is Adolphe Chaillet.
And the Shelby lightbulb is his creation.

Chaillet liked to do a theatrical product demo where he’d have a big theatre marquee-like light bulb bank. 

In it would be one bulb of his own design, and the rest would be bulbs by competing brands. Then, Chaillet would start slowly dialing up the power. One by one, the competitors’ bulbs would all explode.

Every time, Chaillet’s bulb would be the last one shining.

One of his amazing lightbulbs made it to Livermore, California, when a shop owner donated it to the town’s volunteer fire department in 1901.

He did this because he didn’t want the firefighters to have to ready their horse-drawn “hose carts” in the dark. Eventually, the old-fashioned hose carts were replaced with fire trucks.

The bulb hung between the firehouse’s two garage doors and the firefighters were aware of it but didn’t think much about it.

The bulb hung down from a long cord, and it was low enough that you could walk by and tap the bulb and watch it swing back forth.

Bored firefighters would even throw Nerf balls at it.

In 1971, the first fire chief was brought in and he noticed the old bulb and asked people how long it had been hanging there. No one knew for sure, just that it was a LONG time.

So he had people research it and found out it had been light for 70 years! If you think that’s impressive it has now been lit for almost 121 years!!  

This product was so good no one needed to buy any more lightbulbs!

GE bought the company and met with others in their industry and came up with a standard that their bulbs would only last 40 days.

This is the first case of something called “planned obsolescence.”

You Have the Same Problem

This is the same problem your business or company has if it doesn’t have any other products or services to sell after you sell your first one.

That’s why you must have additional backend products or services – that they need and want – that you can offer to your customers.

You want to train your customers to buy more and to keep coming back for additional products and services, so you can help them even more! 

Because you DON’T just want to sell to them more! You want to take care of them more.
When you do that, your customers will happily keep purchasing from you over and over again.

A Reminder and a Challenge

I wrote today’s article for two reasons:

  1. I wanted to remind you just how important it is for you to have additional products or services to sell to your customers.
  2. I wanted this article to challenge you to think about any way your business or company might be overlooking this truth or not fully implementing it.

With that in mind, I want to leave you with these questions to think about:

  • What additional products or services are you currently offering your customers? Are these the best and most desirable you can offer?
  • Is there any area of your business or company where you’re not offering your customers more products or services they can purchase from you?
  • What other products or services can you begin to offer your customers?

Stay tuned for my next article.

We’ll continue this series by looking at the types backend offers you can make, the best ways to make these offers to your customers, and the importance of increasing your customer’s lifetime value.

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The 9th Marketing Fundamental You Need to Succeed in 2022

The 9th Marketing Fundamental You Need to Succeed in 2022
The 9th Marketing Fundamental You Need to Succeed in 2022

We Love Predictions But Are Horrible at Making Them

There’s something deep within us that wants to know the future, what’s coming ahead.

But the funny thing about this fact is that we are pretty horrible at making predictions.
Don’t believe me?

Check out the four horrible predictions these experts made in the past:

  • “Theoretically, television may be feasible, but I consider it an impossibility–a development which we should waste little time dreaming about.” – Radio pioneer Lee de Forest in 1926, inventor of the cathode ray tube
  • “I think there is a world market for about five computers.” – Thomas J. Watson in 1943, former Chairman of the Board of IBM
  • “I see little commercial potential for the internet for the next 10 years.” – What Bill Gates allegedly said at one Comdex trade event in 1994.
  • “There’s no chance that the iPhone is going to get any significant market share. No chance.” – Steve Ballmer in 2007, former chief executive officer of Microsoft from 2000 to 2014

With that understanding of our love of predictions and our inability to effectively make them, I want to make a marketing prediction that’s guaranteed to be true about 2022.

My Marketing Prediction for 2022

In 2022, I believe that the biggest marketing breakthroughs will take place at the intersection where opportunity and the fundamentals meet. 

The people and companies that will succeed the most this year are the ones that keep their eye out for opportunities and take advantage of these opportunities by harnessing the fundamentals. 

What fundamentals? The marketing fundamentals that have existed for at least 100 years and that will probably exist for at least another 100 years. 

How do I know this will be true? Because this has been true for a century, before and after the internet.

(I don’t have time to go into details here, but the success of Google, Facebook, LinkedIn, and other top companies are inextricably connected to the same marketing fundamentals that were used in 1922 and even earlier.)

For that reason, I’m going to continue the series I began a year ago at the beginning of 2021. (Important: I will be updating all of my previous articles to refer to 2022.)

Stay Tuned for My Podcast Coming in 2022

As soon as I finish going over the last marketing fundamentals, I will be starting a podcast version of this series. I’ll share more about it in the future. For now, stay tuned.

The 12 Marketing Fundamentals You Need to Succeed in 2022

Today, I’m going to reveal the 9th marketing fundamental you need to succeed this year.

If you haven’t read the other articles in this series, then you should read the next section. It will help you to understand the importance of the marketing fundamentals I’m sharing with you.

Here are the first 8 of the marketing fundamentals you need to succeed this year…

The First 8 Marketing Fundamentals:

Here are the eight marketing fundamentals that I’ve revealed so far are in this series:

  1.  The first marketing fundamental is attention. Because without attention, there is no marketing.
  2.  The second marketing fundamental is attraction. Without attraction, all the work you put into capturing their attention will be wasted.
  3. The third marketing fundamental is follow-up. Because two of the biggest mistakes many companies make are tied to follow-up. They don’t follow up at all. They don’t follow up enough.
  4. The fourth marketing fundamental is a unique selling proposition. Because if you’re ever going to get your prospects to choose your company, product, or service over your competition, then they have to know WHY and HOW your business is different and better than any of the other choices.
  5. The fifth marketing fundamental is your Who or what is commonly called your “target market.” Because if you don’t get this group of prospects right, then all of your marketing efforts will produce little results.
  6. The 6th marketing fundamental is your offer. If you don’t create a powerful offer, even the right “whos” won’t end up purchasing from you.
  7. The 7th marketing fundamental is your copy or the words you use. Once you have the right audience and the most powerful offer for that audience, then the next most important thing to focus on is the words you will use to communicate to that audience.
  8. The 8th marketing fundamental is upselling. All successful companies use upselling to increase their profit per customer.

Alright, you’re now ready to discover the 9th marketing fundamental.

Marketing Fundamentals Before, During, and After the Sale

The first seven marketing fundamentals that I shared focused on what happens BEFORE the sale.

With the eighth marketing fundamental, I focused on what happens DURING the purchase, a huge opportunity that many companies completely overlook or don’t fully employ.

Well today, with the ninth marketing fundamental, I’m going to focus on what happens AFTER your customer purchases.

The ninth marketing fundamental is backend marketing.

In other words, it’s marketing that you make to your existing customers as opposed to prospects you’re trying to get to buy from you for the first time.

Where Your Biggest Revenue-Generating Opportunities Lie

chart gaa27183fd 640

The backed is where many companies unintentionally leave so much money on the table.

If you and your company are looking to increase your revenue in 2022, one of the places you should look first is at your backend marketing.

Why? Because it’s cheaper and easier to sell more to current customers than it is to sell to prospects.

Alex Mandossian says this in the first volume of my books How Your Business Can Survive and Prosper in a Recession…

“We direct marketers must never forget that our biggest money-making opportunities lie in our customer lists and not our prospect or suspect lists. Selling more things to existing customers is easier and more profitable.”

Jay Conrad Levinson, author of the best-selling marketing series in history, “Guerrilla Marketing,” also said this in volume one of How Your Business Can Survive and Prosper in a Recession...

“Remember that it costs you six times more to sell something to a new person than to sell that same offering to a customer.”

  • Do you see why your biggest revenue-generating opportunities in 2022, reside in your customers?
  • Do you see why your company’s revenue-generating goal this year must include how to serve them more and sell more to them in 2022?

If you stick with me, my upcoming articles will show you the key reason all companies and businesses must master backend selling, ways you can begin backend marketing, and/or improve backend marketing you’re already using.

If that sounds interesting to you, then subscribe below so that you will be automatically notified when my articles go live.

Catch Up on What You Missed in This Series

Stay tuned. Subscribe below to be automatically be notified when the next article goes live.

If you would like to learn more about any of the above fundamentals, then click here to choose any articles you’d like to read. (There are now 40 articles you can read in this series.)

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