The fastest way to validate is to make your offer. And usually if you have an email database, you can just send out an email with your offer. I like the saying I picked up from Alexi Neocleous which is test small, roll out big. You could actually go into your Gmail, and you could email just a few customers – one, two, five, 10, your offer.
You could use a Dean Jackson technique, he says something like, Hey, next week, I’m getting together with a few other, you know, and you insert the type of person this is. So if you were, say selling a plant-based product, you could say I’m getting together with a few other vegans. And I’m going to be sharing some really cool recipe tips with them. Is this something you would like to attend? If so, let me know. You send it off one-to-one, organic. And they reply back, Yes, I’m in, count me in and tell me the details.
And Dean talks about separating the commitment from the logistics. So the first part is just getting the commitment. The second part is how it works. The mistake marketers make is they start putting the sale in the message. They’re saying, so this is the date, so we’re going to be doing a webinar. Here’s how you register. No, that is a mistake. That’s getting like three steps in advance. All you want to do is the minimum step, which is Hey, I’m putting together this thing. This is how you can be in it, let me know. And then they say, tell me more.
Now I’ve sold trips to the Maldives with this technique. I’ve sold tickets to my live event with this technique. It engages a bit of back and forth. But anything that is new or high ticket is worth putting in a bit of extra effort. Even if it doesn’t seem like it can scale or that it’s worthwhile. Even if you’re selling a $5 app, it’s okay to get involved in a back-and-forth email. You’ll learn the most, the fastest that way and then when you find an offer that works, start scaling it out to more of your list.
Okay, so quick recap. The mistake is sending out an email blast (I hate that word) to like 10,000 people hoping to snag an offer versus just sending out a few small segmented emails with a very simple, easy-to-say-yes-to offer that is in their favor.
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