When browsing the marketplace yesterday, I came across a classic example of how a marketer can scupper their campaign before it has even begun.
It is a mistake I see from time to time and it screams to me (and others) DON’T BUY THIS.
What am I talking about?
Incongruence!
A big disconnect between what is done and what is said.
So what was this example I stumbled over the other day?
Well it was a training guide on the importance of having a sales funnel, i.e. upsells and downsells etc.
A very valid strategy you might say; make sure you maximise your rewards by not just selling a one off product, but include upsells and downsells to maximise income.
A strategy I very much agree with and utilise in my business.
So where is the problem?
Well it wasn’t the guide itself, for all I know it might have been well written and full of great stuff…I don’t know I didn’t get it.
The issue was how it was being sold.
The product was being promoted in JVZoo, therefore I could see that it was being sold as a standalone item!
There was no funnel in site.
No upsells
No downsells
How could a guide about promoting a product as part of a larger sales funnel be taken seriously when it was being offered as a standalone product?
Nothing major you might say.
And of course you would be right…to a degree.
However subconsciously it shouts load and clear to potential customers that there is something not quite right and therefore to avoid.
The author and their product are totally undermined by their actions.
If they had been committed to what they were saying there is no way they would have offered the product without some sort of sales funnel.
So the question is; are you undermining your business by talking the talk without walking the walk?
It is also worth reviewing what you are doing occasionally and making sure the words and deeds match.
I’d love to hear of examples you have come across mismatches that have turned you off, or even made you smile because they were SO mismatched.
