How to choose the offer to offer
There are two ways to launch to your subscriber list or to your blog readers. These are two diametrically opposed conceptions.
The mechanical launch is like saying “I chose this product, I want to talk about it and I will therefore present it and make customers want to buy it”. You start by choosing your product, for example a class to relax when people are stressed at work. Then you have to describe it so that people are tempted to buy it.
This is a first option that you should choose, especially if the product is not yours but you buy it to resell like a traditional trader.
Organic launch on the other hand, is especially suitable if you are building your own product once you have determined what your existing audience needs are. In fact, it’s like saying “I created this product to meet their need”.
The benefit is huge because by the time you prepare for the launch, you already have subscribers and these people are the best potential buyers. If you can stick to exactly what these people are looking for, you will be much more successful in selling your product to them.
The second advantage is to generate goodwill in the market. Indeed, finding someone who listens to customer reviews is relatively rare and immediately arouses interest in readers.
A recurring product is a product that allows you to debit a certain amount each month to your customers in exchange for a new delivery, a new module, etc. It’s a subscription.
The recurring product brings two advantages.
First, it provides the customer with long-term value. Indeed, this aspect is particularly important for an educational product because motivation must remain essential. If a customer receives thirty DVDs all at once, chances are they will never complete those DVDs in seven months, on their own and staying motivated. On the other hand, if you pass on the course content as you go, everyone can follow it at their own pace.
Then, it gives stability to the company. Making a “big blow”, making a box and receiving all of the money at a specific time will mean that nothing will come in during the following months. So you will own a business with unstable income. With the recurring product, you are building a solid resource since you know your number of subscribers who each month will pay their monthly amount.
However, there is a small problem with recurring products. After a while, some people unsubscribe. On average, subscribers stay for six months but some have been there from the very beginning and continue, so you can’t recycle something you’ve already offered. We will have to offer new content constantly.
I edited a monthly DVD for over two years and after a while the weariness sets in and the motivation isn’t the same. There is a solution that I recommend: “micro-continuity”. Instead of having a continuity where the customer subscribes for an eternity, you offer a recurring product but with a start and end date.
For example, you tell the client that the course lasts seven months after which they will graduate. It will be easier for the client to stay until the end if he knows when the course ends.
On the other hand, you will also find an interest in “micro-continuity” since you will only create the product once and you can improve it for new customers.