How to Increase Sales of Your Main Offer - Rick Mulready
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How to Increase Sales of Your Main Offer

June 10, 2022

How simple is your business? 

 

If you listen to this podcast often, you know that I talk about simplicity all the time. Simplicity in your business can mean having one flagship offer, one audience that you serve, one primary marketing channel to attract people into your audience, and one primary sales campaign. 

 

Now, can you have multiple offers? Of course you can, but if you only have one offer for your one audience, you could easily take your business to a million dollars if that’s what you wanted to do. 

 

The problem that many business owners face is what we like to call shiny-object syndrome. Before they get any traction on one thing, they start chasing another or trying something else. By doing this, they miss out on expanding their first offer and increasing their revenue with it. 

 

All roads lead to your primary offer in your business. The key to increasing your sales and scaling your business is to diversify your marketing efforts. By having multiple pathways that lead to your primary offer, you will be able to reach all of your business goals. 

 

In this episode, you’ll learn:

 

  • Why simplicity pays off
  • The importance of diversifying your marketing systems
  • Different pathways to lead to your primary offer
  • Why you need to track the effectiveness of your pathways
  • How to optimize your offers as you go

 

Links & Resources:

 

*Disclosure: I only recommend products I use and love and all opinions expressed here are my own. This post may contain affiliate links that at no additional cost to you, I may earn a small commission.

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Other Episodes You’ll Enjoy:

4 Pillars of Wealth Building for Online Entrepreneurs, with Salena Kulkarni

Coaching Session: Is the Cost of Achieving Your Goals Too High?

How to Create a High Converting, High Ticket Funnel for Coaches, with Neill Williams

 

Transcript: 

[00:00:05] Speaker1

Hey, my friend, welcome to the Art of Online Business Podcast. My name is Rick Mullaney and I’m an online business coach. I’m an ads expert, and most importantly, I’m a dad. And this show. 

[00:00:16] Speaker2

Is where we help established. 

[00:00:18] Speaker1

Online. 

[00:00:18] Speaker2

Course creators and coaches create more profit. 

[00:00:22] Speaker1

More impact with less hustle. All right, let’s get into it. What’s up, my friends? Welcome to another Friday quick tip episode here on the show. Rick Moretti here. Thank you for coming to hang out with me today. And I want to dove right into today’s episode. So the. 

[00:00:43] Speaker2

City of. 

[00:00:44] Speaker1

Paris is my favorite city in the world. Love it. Been there. 

[00:00:48] Speaker2

Several. 

[00:00:48] Speaker1

Times and it’s where I proposed to my wife Amy. And one of my favorite touristy things to do is to go to the Arc de Triomphe. The and I’m sure I’m not saying that correctly, but. 

[00:01:03] Speaker2

It’s that whole arch. 

[00:01:04] Speaker1

Thing. 

[00:01:05] Speaker2

That is at the top of. 

[00:01:06] Speaker1

The Champs-Élysées. And if. 

[00:01:09] Speaker2

You look. 

[00:01:10] Speaker1

At it, an.

[00:01:10] Speaker2

Aerial view of. 

[00:01:12] Speaker1

The Arc de Triomphe. 

[00:01:13] Speaker2

What you’ll see is it looks like the the arc is. 

[00:01:17] Speaker1

The center of a wheel almost. And there’s it looks like a whole bunch of spokes coming out from it. Essentially. 

[00:01:23] Speaker2

It’s all these. 

[00:01:24] Speaker1

Streets that come into the arc. And then there’s a a roundabout basically around the Arc de Triomphe. 

[00:01:31] Speaker2

But all of these. 

[00:01:32] Speaker1

Roads, I think there’s like 11 roads or something like that that lead into the Arc de Triomphe, right? 

[00:01:38] Speaker2

So there’s a. 

[00:01:39] Speaker1

Whole bunch of different ways to get in there. 

[00:01:41] Speaker2

And if you’re if you’re. 

[00:01:44] Speaker1

Driving to. 

[00:01:46] Speaker2

The. 

[00:01:46] Speaker1

Arc de Triomphe, you could take any any any of those streets, right? 

[00:01:50] Speaker2

Some might be clogged with traffic. 

[00:01:51] Speaker1

Others might have construction or what have you. So you might take different ways to get to it. 

[00:01:58] Speaker2

But all roads. 

[00:01:59] Speaker1

In this example here are leading into the Arc de Triomphe. And I want to I want you to think about that example. 

[00:02:09] Speaker2

For your. 

[00:02:10] Speaker1

Primary. 

[00:02:11] Speaker2

Offer. 

[00:02:12] Speaker1

In your business. So if you’ve been listening to the podcast for any period of time, you know, I talk all about simplicity all the time. I talk about having one flagship offer. Talk about having one audience that you serve. Having a primary marketing channel. In which you that’s how you attract people into your audience. One primary sales campaign, you know, whether. 

[00:02:41] Speaker2

It’s evergreen or live or.

[00:02:42] Speaker1

Whatever it might be. Right. And then one primary offer. Now, can you have multiple? 

[00:02:48] Speaker2

Of course you. 

[00:02:49] Speaker1

Can. But if I mean, you could literally take that model right there. One audience, one offer, one way to attract people to your business, and then one way to serve them, convert quote unquote them into a paying customer. You could have one way to do each of those things and you could go to $1,000,000 business if that’s what you wanted to do. And the mistake there. Again, it’s not the topic I’m talking about here on this particular episode, but the mistake that so many people make is before they get any kind of traction in one direction on any one of those things, they start adding in or start trying something else, like chasing a shiny object. Like it’s like. 

[00:03:33] Speaker2

Look, squirrel. 

[00:03:34] Speaker1

And then they go over there when they think that, you know, Well, I’ve done this thing over here, I’ve tried it and tested it and it didn’t really work. So I’m going to go try something else when in fact. 

[00:03:45] Speaker2

What is. 

[00:03:46] Speaker1

Usually going on there is the there’s so much more that could have been done on whatever you were working on, meaning like, you know, a webinar funnel or an evergreen funnel or doing a. 

[00:03:59] Speaker2

Podcast or what have you. Right. And so. 

[00:04:03] Speaker1

What I want to dove into here today, going back to the Arc de Triomphe example. 

[00:04:09] Speaker2

Is all roads. 

[00:04:11] Speaker1

Lead to. 

[00:04:13] Speaker2

Your. 

[00:04:14] Speaker1

Primary. 

[00:04:15] Speaker2

Offer. 

[00:04:16] Speaker1

In your business. And on today’s episode, I want to use the example of a membership. 

[00:04:22] Speaker2

So all roads. 

[00:04:24] Speaker1

Lead to your membership. And if you have if you have an online course or a coaching program, and that’s your primary offer. 

[00:04:30] Speaker2

Cool. All roads lead to that. 

[00:04:32] Speaker1

In this. 

[00:04:33] Speaker2

Example here. 

[00:04:34] Speaker1

I’m going to refer to a membership and. 

[00:04:37] Speaker2

What the last.

[00:04:39] Speaker1

Year and a half, especially with all the changes with Facebook ads and post iOS 14.5 and tracking and all that. 

[00:04:46] Speaker2

Stuff, if we. 

[00:04:47] Speaker1

Have learned anything from that, is the need. 

[00:04:51] Speaker2

To diversify how. 

[00:04:54] Speaker1

We are bringing people into our business, how we are attracting people. So our marketing system, our marketing system is. 

[00:05:01] Speaker2

How we attract people to our. 

[00:05:03] Speaker1

Business and having multiple ways in which we do that. We used to be able to get away with just having one. And you can. 

[00:05:12] Speaker2

Still absolutely. 

[00:05:14] Speaker1

Do that, but do it until you gain traction with it and then start multiplying those efforts in different channels. So here’s what I mean by this. If you’ve got a membership program, you’re going to want different pathways into that membership. All right. So again, thinking about it, going back to the example I started off with with Arc de Triomphe, like there’s there’s multiple streets to get. They all lead into the this monument. And so if you’ve got a membership, you might have a lead magnet. 

[00:05:51] Speaker2

Where you are. 

[00:05:52] Speaker1

Driving traffic to that lead magnet to bring people into your business. So that might be one pathway into your business. And then that pathway, by the way, that lead magnet needs to lead into. In this example here into the membership, right. If this is our primary offer and this is what we want to be selling, well, that lead magnet needs to make sense, if you will. And I’m not going to get into lead magnets here on this episode, but the lead magnet needs to. 

[00:06:23] Speaker2

Be a logical first step towards. 

[00:06:26] Speaker1

Or in the journey for a potential customer, right? Somebody coming into your business and then you lead them into your membership. In this case here, starting with a lead magnet, another pathway that you might have is maybe. 

[00:06:43] Speaker2

You have a free trial offer for. 

[00:06:46] Speaker1

Your membership. Maybe it’s seven days or 14 days or whatever it might be, and maybe you send. 

[00:06:51] Speaker2

People directly to the free trial. 

[00:06:54] Speaker1

And then of those people who. 

[00:06:56] Speaker2

Take your free. 

[00:06:56] Speaker1

Trial, then you’re tracking to see how many people how many of those free. 

[00:07:00] Speaker2

Trial people. 

[00:07:00] Speaker1

Convert into actual paying membership customers. Right. Another pathway into your membership might be an evergreen webinar. Maybe you’re sending people to an evergreen webinar and on that evergreen webinar you’re selling into your membership. Another pathway might be maybe you have some small online courses, maybe you have a maybe you sell something for like I don’t $147.

[00:07:30] Speaker2

Right. 

[00:07:31] Speaker1

And let’s just say you’re doing. 

[00:07:33] Speaker2

A live. 

[00:07:34] Speaker1

Promo. 

[00:07:35] Speaker2

For 72 hours where you’re. 

[00:07:38] Speaker1

Selling. 

[00:07:38] Speaker2

This. 

[00:07:38] Speaker1

Course. But people can also. 

[00:07:40] Speaker2

But you’re also. 

[00:07:41] Speaker1

Offering the membership during that live promo. 

[00:07:47] Speaker2

So right there, we’re talking about four different pathways that all. 

[00:07:53] Speaker1

Should lead into in this case here, the membership. We’ve got a lead magnet that is attracting people into our business. 

[00:08:02] Speaker2

We have a free trial. 

[00:08:03] Speaker1

Offer for the membership that is attracting people into our business. We have an evergreen webinar that is attracting people into our business, and then we have a live promo, for example, for an online course or something like that. You have and but you’re also offering the membership. And the key. 

[00:08:22] Speaker2

Here is all of these. 

[00:08:25] Speaker1

Entry points. Essentially, all of these pathways lead to the membership. 

[00:08:31] Speaker2

And that’s what throws a lot of people off. So if you’re. 

[00:08:34] Speaker1

Trying to. 

[00:08:34] Speaker2

Get more people to your. 

[00:08:35] Speaker1

Primary. 

[00:08:36] Speaker2

Offer, I want you to look. 

[00:08:38] Speaker1

At, well, how many different ways am I giving somebody an opportunity to get to that, to get to your main offer? 

[00:08:46] Speaker2

And you do have to this is where it gets.

[00:08:49] Speaker1

A lot more advanced. But this is the key to really scaling your business really quickly. And, you know, I. 

[00:08:55] Speaker2

Always. 

[00:08:56] Speaker1

Talk about. 

[00:08:56] Speaker2

Numbers, right? You have to know how effective each of these. 

[00:09:02] Speaker1

Pathways into your membership. 

[00:09:04] Speaker2

Are working for you. You have to track OC. How is the. 

[00:09:09] Speaker1

Lead magnet converting eventually into a paying customer into my membership? Right. So what is that? What does that funnel, if you will, or what does that campaign look like? All right. So I’m going to drive people from my social media into this lead magnet. Okay, cool. They download the lead magnet and then maybe I offer them right. 

[00:09:31] Speaker2

Off the. 

[00:09:32] Speaker1

Bat an opportunity to get into an email series. And in over the first few email series, I’m just making this up off the top of my head. By the way, the first few emails, I’m offering them a special opportunity to to join the membership. So let’s just let’s just hypothetically, that’s not very good, but hypothetically, that is one full pathway into the membership. 

[00:09:55] Speaker2

The other pathway. 

[00:09:57] Speaker1

Is like. 

[00:09:58] Speaker2

The free trial. 

[00:09:59] Speaker1

Offer. Another pathway is Evergreen Webinar. Another pathway might be I’m going to be doing a live promo for 72. 

[00:10:05] Speaker2

Hours. 

[00:10:06] Speaker1

Where I’m going to be offering this online course that I have. But I can be. I really want to be getting people into my membership. You might have another. 

[00:10:17] Speaker2

Pathway where you do like a live. 

[00:10:21] Speaker1

Summit or something like that. And off the back end of the summit you’re offering your membership. My point here is you need multiple. 

[00:10:30] Speaker2

Pathways. 

[00:10:31] Speaker1

That are all leading to your primary offer. But in addition to that, you have to be tracking the effectiveness of each one of those, right? 

[00:10:42] Speaker2

So if you have your free trial offer. 

[00:10:45] Speaker1

And let’s just say you’re sending people to you from, I don’t know, people on your email list and you’re just emailing them your free trial.

[00:10:53] Speaker2

Offer. 

[00:10:54] Speaker1

Opportunity. And you look at the numbers. How many people took you up on the free. 

[00:10:58] Speaker2

Trial. 

[00:10:58] Speaker1

Offer? How many of those people from the free. 

[00:11:01] Speaker2

Trial offer signed up for the actual. 

[00:11:04] Speaker1

Membership? And then of those people, how long do they stay in the membership? What’s their lifetime customer value? What’s their LCV? Right. And you want to be tracking each one of these pathways. So Evergreen Webinar, let’s just say you’re sending people to your Evergreen Webinar from YouTube ads. Okay, great. Well, you want to start tracking every. 

[00:11:28] Speaker2

Piece of. 

[00:11:29] Speaker1

That funnel, if. 

[00:11:30] Speaker2

You will. What are your ad stats? 

[00:11:33] Speaker1

What’s the conversion rate into or registering for the webinar? How many people are showing up for the webinar? What’s my what are my open rates? How many people are purchasing? What’s my lead to sale conversion rate? 

[00:11:42] Speaker2

You’ve got to be. 

[00:11:43] Speaker1

Tracking. 

[00:11:44] Speaker2

All of these. 

[00:11:44] Speaker1

Stats so that you can. 

[00:11:46] Speaker2

Look at all of this. 

[00:11:48] Speaker1

Data and figure. 

[00:11:49] Speaker2

Out which of these pathways. 

[00:11:51] Speaker1

Is most effective. Because you might find, you know, what, this this evergreen webinar funnel is not converting into members of my membership as well as this lead magnet is. 

[00:12:05] Speaker2

As well as the free trial offer. 

[00:12:06] Speaker1

And the live course promo where I offer the membership as well. And so all right, I’m not going to focus my efforts on the every webinar anymore. I’m going to focus my efforts more on the other three and continue to try to improve that and improve those. Right. And then I might look at another I might come up with another idea. So do you see my point here? 

[00:12:30] Speaker2

You have. 

[00:12:31] Speaker1

To have multiple.

[00:12:32] Speaker2

Pathways. 

[00:12:33] Speaker1

Into your main. 

[00:12:36] Speaker2

Offer. All roads lead. 

[00:12:39] Speaker1

To your main offer. And again, you might be at a point in your business where you have multiple offers. 

[00:12:45] Speaker2

That’s great. 

[00:12:46] Speaker1

But it’s about again, again outside the scope of this episode here. But then it becomes about segmentation and bringing the right opportunity. 

[00:12:55] Speaker2

To the right. 

[00:12:55] Speaker1

Person at the right time. So there’s a couple of things I want you to take away from this quick tip here. Number one, multiple pathways into your main offer. Everything you’re doing in your business leads to your main offer. Okay. Think of and if you if. 

[00:13:13] Speaker2

You are having a hard time visualizing. 

[00:13:16] Speaker1

The whole Arc de Triomphe and the all. 

[00:13:17] Speaker2

The roads. 

[00:13:18] Speaker1

Leading into it, just. 

[00:13:19] Speaker2

Google, just say like aerial, aerial picture of Arc de. 

[00:13:23] Speaker1

Triomphe. And you’ll see it. You’ll see like these 11 streets, the Triumph looks like the the middle of a of a wheel. 

[00:13:31] Speaker2

And all the streets are are. 

[00:13:32] Speaker1

Different spokes coming out, if you. 

[00:13:34] Speaker2

Will. But they’re all. 

[00:13:35] Speaker1

Leading into the same place. That’s what they want you to be thinking about, where. 

[00:13:39] Speaker2

Your. 

[00:13:40] Speaker1

Offer is in the middle of your business and you’ve got. 

[00:13:43] Speaker2

Multiple pathways. 

[00:13:44] Speaker1

Coming into the. 

[00:13:46] Speaker2

Offer, but you have to be.

[00:13:48] Speaker1

Tracking each one of these pathways in order to see how effective each one is, so that then you can start optimizing as you go. You might find that you have. 

[00:14:00] Speaker2

Like four or five. 

[00:14:02] Speaker1

Six different pathways into your. 

[00:14:04] Speaker2

Offer, but really, truly, only three. 

[00:14:07] Speaker1

Of them are the most effective. Okay, cool. Let’s really optimize the heck out of those three. And then once you do that, then start looking for potentially adding and testing something new. So multiple pathways into your primary offer and then make sure that you’re tracking. 

[00:14:25] Speaker2

All of the stats. 

[00:14:26] Speaker1

For each one of those pathways so that you know which one or which ones are most effective in. Taking somebody who doesn’t necessarily, you know, who’s brand new to your business and your. 

[00:14:40] Speaker2

Offer all the way through your. 

[00:14:42] Speaker1

Customer journey. So they’re not customers. You’re attracting people into your business to be. 

[00:14:47] Speaker2

Able to serve and help. 

[00:14:48] Speaker1

Them and then taking them through the customer journey through to becoming a paying customer. Right. Well, there’s different ways to do that. Like we’re talking about here. Which one is most effective? All right. Any questions on that? Shoot me a DM over on Instagram. I’m at Rick, Morty. And as always. 

[00:15:07] Speaker2

I’d love to hear your. 

[00:15:08] Speaker1

Feedback on the show if you’ve not already left a rating and review for the show over on Apple Podcasts and hit that. 

[00:15:14] Speaker2

Subscribe. 

[00:15:15] Speaker1

Button. Yes. Even after all. 

[00:15:17] Speaker2

These years, it’s still very helpful for the podcast. It’s a great way to support it. 

[00:15:21] Speaker1

Thank you, my friend, for listening. I hope today was helpful for you. And until next time, be well and I’ll talk to you soon. 

 

 

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