Let’s set the stage.
It’s Thanksgiving. My family is in the living room, happily sprawled out across the couches with their bellies full of turkey, while my mom and sister talk about their annual Black Friday plans.
Every Black Friday, they have a 3am date with Macy’s where they bust down the doors with the rest of the city to snag extra discounts on their Christmas gifts.
The marketing beauty of it all?
They’re actually EXCITED to pull out their wallets.
Imagine having that kind of energy around a program that you’re selling.
Well, I’m excited to tell you that it’s totally possible, particularly when you rely on my secret sales weapon, Appointment Based Marketing.
This one strategy has generated a seven-figure business for me.
Appointment Based Marketing, or “ABM,” means that you’re introducing your offering on a specific date with a limited time to purchase.
That means, when you launch a program, it’s launched with a free event; a webinar, in-person gathering, or even a tele-seminar.
This free event is where you kick off registration for your new program.
Now, here’s the important part: for 2 weeks leading up to your ABM event, all you’re doing is promoting this awesome, value packed, free event.
Not the product itself, but the free event.
Let me use my business for actors to show you what that might look like:
Many actors are in need of a solid, talent agent.
I have over 35,000 actors on my mailing list, but not all 35,000 are in need of an agent. So if I’m selling one of my programs called The 38 Day Representation Race, I first need to find out who on my list needs this.
So, how do I do that?
I segment those people out by promoting a free webinar featuring 3 valuable strategies to find the right representation, right now.
Next, I promote my free webinar to my entire list of 35,000+ actors.
The people who sign up for my webinar are essentially the people who have raised their hands and said, “yes! I’m interested in the thing you’re going to be selling because I’ve just signed up for a free event on the same topic!”
Only those who expressed interest will be segmented into a list where they stay up to date with regards to my upcoming free event, and be in the loop for any sales info when I launch my program.
That way, those actors who don’t need an agent won’t tire of me because I won’t be selling them things they don’t want. But the actors who do need representation will have a chance to learn some free, valuable strategy and decide if my program is right for them.
As you know, my ABM will also kick off registration for my new program.
Just like Black Friday, I won’t be selling this all year long. Instead, I’m creating urgency by giving my potential clients a deadline along with all the info they need to decide if this is a fit for their needs.
Let’s bring this together.
The Two major benefits for ABM marketing are:
- You’re focusing your attention and marketing on the people who actually want what you’re selling. The rest of your list doesn’t grow tired of you as a result.
- You’re building urgency around your program. If it’s not something that’s available all the time, they can’t push it off buying it until later. That way, if it’s a fit for their needs, they’ll show up with their wallets out.
And there you have it, your very own 3am outside of Macy’s.