Our biggest day ever.
It all started last Sunday [Feb 22nd] when I was hoofing out my 35-minute daily power walk around Sail Bay in San Diego (image below) and I had an idea.
We have added a TON of features and benefits as of late in Podcasters’ Paradise. From having Tim Ferriss host an exclusive hangout/Q&A to adding accountability partner matching and MUCH more, we knew it was time to increase the investment of Paradise.
We could have done this with a whimper, but I decided it was worth implementing with a **BANG**
The final 17-minutes of my walk were on action steps.
I decided on a 4-day promotion.
I was thinking day four would be the biggest sales day as it would be the LAST CHANCE for peeps to join Paradise at a lower price point. The reality? Not quite.
Back to my thinking…
Since I thought day four would be the biggest day…I decided to have what I termed diminishing bonus’ to reward those who took action the quickest.
I also decided to have a price increase EVERY DAY as opposed to just the last day.
$200 was the total price increase over the four days, $25 a day for the first three days, and $125 for the BIG (I was hoping) day four crescendo.
I ran the idea by Kate and got the green light (not always easy to do) and I was off to the races for the rest of my Sunday.
I created 4 videos and 8 emails for the four day promotion now aptly called ‘Paradise Push’.
To record the videos I used Screenflow and uploaded to our video host, Vimeo.
I then used our beloved Leadpages to quickly set up four landing pages to play the video and have a call to action button.
You can see an example of a video and the template we used here.
The emails went out at 6am EST and 8pm EST on their assigned day. 6am to catch peeps before leaving for work and 8pm as that was one hour before the price increase.
**Pro tip: Schedule your emails by recipient timezone, and have them arrive between 8-9am recipient time. I’m not there yet but moving in that direction :-)
My STRETCH goal was 50 sales for the four days which would have netted us a cool $60k.
The reality blew us away…
Day 1: $25 increase and 10-min strategy chat with me = 80 sales
Day 2: $25 increase and Podcasters’ Paradise T-shirt = 23 sales
Day 3: $25 increase and an Audio bumper from me = 24 sales
Day 4: $125 increase and 10-min strategy chat with Kate = 17 sales
144 sales at $1232 (average sale price) = $177,408.
Day one was absolutely mind blowing to generate almost 100k from a single email. (okay 2 emails technically).
Day four was sobering in some ways, and I’ll talk about this in more detail below…
If you are providing FREE value to your audience on a consistent basis, you will have MANY peeps that are close to buying, but are waiting for some unknown event to occur.
MAKE that event occur.
Our free value? Free Podcast Course. Over 7,000 people have gone through this 15-day Podcasting course, and were waiting for some unknown event to occur before joining Paradise.
Paradise Push was that unknown event…that I made very well known!
If I could do it again…
I would have only had Paradise Push for two days. Four is a little much and frustrated/annoyed people who were not waiting for that ‘unknown’ event, and now may be lost forever.
Two days is enough, and as you can see the GRAND FINALE was our worst sales day, despite a GREAT bonus (10 min strategy session with Kate) and biggest price increase. Peeps were simply over it by then (although 17 sales @ $1300 is nothing to scoff at).
Stick around for Thursday I’ll be sending you excerpts from some of the annoyed/frustrated from this email sequence with my thoughts on their thoughts and a request for your thoughts.
Side note…these emails ONLY went out to those who signed up for our Podcasters’ Paradise specific interest list.
Oh, and do you like these ‘inside the mind of John Lee’ rants?