Like in our business, we’ve got a ton of stuff and all this sort of stuff. The things which pay the bills is the monthly income and so that’s why if you’re not doing stuff Evergreen, then we like to say it’s just like you’re a paid-by-the-hour contractor and you’re just living from promotion and promotion. Unfortunately, James will back me up here, that all the big IM gurus and all that sort of stuff that they are. There’s living, none of them really have what I call a business.
A business is something you can sit back and it brings in money each and every month without you having to do a whole lot. If they are living from promotion to promotion, they just promote each other’s stuff. That’s all good if it works really well and if you’re a one or two-man business, you don’t have a lot of overheads that can work really great. But I still think that’s not what I would technically call a business. If you want a business, then whatever you need to do needs to be Evergreen and it’s continually growing over time.
James: Well, you know the thing is when you do have a little promotion here and there on top of a solid business, it’s just like cream. To back you up on what you’re saying about the lack of selling and the combination of consistency and scarcity, last week I just mentioned that my event is coming and then I put up just a short video which apparently got stuck at the 2 minute mark, so it was like a 3 minute and 29 second video and it got stuck at the 2 minute mark.
So it wasn’t even a proper sales video in the first place and then after that, it wasn’t even working properly, and I merely mentioned it on my usual daily email out to my customers. And on the page, I’ve tried for the very first time a scarcity element which is that the price goes up one dollar for everyone who orders it and I’ve never done a dime sales script before.
But the traditional thing that happens is I might have an early bird price and it stops at a date and then it goes to the normal price. And always, on that date, there’s like 20 or 30 orders of tickets so it puts a lot of pressure and stress on people for that day. And this has been an experiment but from 104 views of my non-sales video that was non-performing in terms of not loading properly, I made 20 ticket sales in the first day. And to watch it going up, people know that if they come back later, that it’s going to cost a little more. It might only be a few dollars more but it will be more expensive the longer they leave it.
So I’m really fascinated by this experiment but the lack of pressure and the lack of hype driving this is phenomenal. So to put that in simple terms, that is around I’ve got about 20,000 dollars’ worth of sales from a 2 minute partial sales video that just went out to my consistent and committed blog where I post feature content every single week for the last 10 months in a row; so you build this system, it’s awesome.
Now I’m looking forward to implementing the key findings that you’ve got and now that you’ve got a WordPress plugin and since I run WordPress, this is going to be easy for me to roll out. And today, I’ve already installed your plugin on one of my sites and I’d love you to tell us about the plugin, how it works, who it’s for and let’s go a little bit further into the tech specs.
Using the WP plugin
Eugene: Yup, okay. So, there are typically two, I completely agree. I think like promotions is you certainly want a nice combination of promotions plus your Evergreen, so we definitely do promotions. Anytime you’ve got a reason why to give someone a particular offer, you should take advantage of it. So, the plugin that we’ve got, it’s basically there’s two typical ways that you would use this.
So, one is in a non-Evergreen sense, so you’re doing a Valentine’s Day special or something like that. You’ve got a specific fixed date that you’re going to be running a particular promotion and so what the Scarcity Samurai plugin will actually go and do for you is integrate some with your autoresponder.
And if you have a multi-page campaign, so you’ve got an opt-in form, maybe a few bits of content and then maybe a sales page, a kind of traditional kind of PLF style product launch conversion funnel, then you can hook this stuff up to Scarcity Samurai and it integrates it with your autoresponder and then as you opt-in and as you view all the different pages and as you view the sales pages, you’ll see this kind of countdown timer which is counting down to your deadline. So that’s kind of the fixed date side of things and it also works on single pages.
The single page thing is probably the more common scenario. You just have a sales letter and you just want to put up a time runner. So that’s pretty basic but the interesting thing which could probably make this really unique is the Evergreenside of the scenario. So if you wanted to copy what we were doing in our Market Samurai funnel, then we have a couple of Evergreen wizards that will set this sort of stuff up within your site just with a couple of clicks in a couple of minutes.
So, you would take a traditional squeeze, a couple of content videos and some sales videos, and with a couple of clicks, it will integrate in with your autoresponder, add these countdown timers to the different pages on your website. And then when the offer expires or when someone joins in the opt-in on day one, the offer will expire 7 days from the opt-in date. And if they try to access the offer after that, it will say “Hey, the offer is expired” or you could redirect them to a page where they can join a waiting list. So that’s kind of the plugin sort of “in a nutshell” in terms of what it can do.
Does it work outside IM?
The interesting thing is this is the exact same technology we’ve been using in our Market Samurai funnel. We would have a couple of guys in our copywriting team and one of these guys is actually in the scrap booking market, the craft market. Right, and so we thought we’re really big testers of this thing. We knew this thing work really well in the IM space but hey, does it work in other markets?
So he’s got a scrap booking product and we actually ran a very, very intricate split test of where we use the Evergreen wizards and Scarcity Samurai and we also mentioned scarcity in the emails and subjects and just sort of had one version of the conversion funnel which just had sort of scarcity stacked up to the max and another version which still had all the copy and everything was identical, it just didn’t have any scarcity element at all.
And I kind of had a bet with the guys and said “Well, gee, my gut feeling just from whatever ten years of copywriting and such has been, I reckon the conversion rates will be double”. That’s just been kind of my rule of thumb. I haven’t been stupid enough to try and test it because I just know that scarcity works so well. But when we actually test it in the scrap booking market, we found that it wasn’t double, it was actually 450 percent improvement in the conversion rate.
By having visualized scarcity and the combination of the plugin and including scarcity and just mentioning the deadline in the emails and the subject lines and that kind of stuff, but scarcity versus non-scarcity, 450 percent increase.
A crazy guarantee
James: Wow. Did I read correctly – you’ve got a “double your conversion rate or it’s free guarantee”?
Eugene: Yeah, I know it’s kind of crazy like when we were actually writing a copy for this because it’s we’re so, this is just so internalized in me. I so believe in scarcity as a selling thing. So what we did, we did a beta test to about over about a thousand people and just to say “Okay, we’ve tested in now three or four different markets and plus all the other stuff we sort of do in-house, like how effective would this be working different markets?” and again, we’re at the beta test and the average improvement has been over a hundred percent improvement in conversion rates, when people installed and use it.
So, we said “Well, why not? Like seriously, if you’re not going to get and increase your conversion rate at over a hundred percent you can have your money back.” So, it’s a pretty gutsy guarantee from our side but we like the numbers sort of back it up. And the other thing too I guess which I haven’t mentioned because you’re talking about list building earlier on is that we, it wasn’t supposed to be even my idea I kind of taken credit for it.
One of the guys in the copywriting team, Ben, he said “I wonder if this stuff will work for opt-ins?”, right so this is this scrap booking product, so he actually put a, he’s got like a three minute squeeze video on his squeeze page. So he used Scarcity Samurai, he put the countdown timer, so it’s a three minute video and I think he had, he made the timer start for four minutes or three and a half minutes or something and basically said “You’ve have this, you’ve got 4 minutes to watch this video before it expires and it’s gone forever or something like that” just as a random kind of experiment and his opt-in rate increased by 40 percent.
So, there was so many different ways that you can use scarcity just outside of the traditional sales and it can be a boost in your opt-ins, boosting any kind of call to action that you have. So that’s what I’m saying that’s where that 450 percent number comes. If you actually apply this stuff for all the calls to action that bring people closer to the sale, then you know you can really get or you can really see this sort of stuff add up. That’s kind of a plugin in a nutshell. I said it’s been now; it’s been our first WordPress plugin that we’ve brought to market. Traditionally we’ve done just kind of SEO related products so this is a bit of an experiment for us.
James: Well, I guess you’d call this a byproduct of running a successful business. So if we were to summarize this down, this is what you’ve been using to increase the sales of your best selling product.
James: And now other people can just literally plug into it and away they go.
Be customer number one
Eugene: Yeah, and I think from a product development perspective, and I know people probably listening are probably looking at creating their own products, I think we’ve had a big mindset shift around things and sort of recent years. Which is I really believe that you should be kind of customer number one if you can, particularly in software. Be customer number one of your product. If you’re the first person that’s really excited to get your hands on this product and you’re using your product, then, not to say that people might not want what you’ve built, but there’s a better chance that they will.
James: Right and I think that’s true of the best software products that I use and recommend the people who develop them are passionate about them and they develop them for their own selfish requirements first, myself included. I developed my own dashboard because I couldn’t make the ones that were out there do what I wanted it to do and I still use it every day so I’m very excited about that and if other people happen to be able to get the same results or benefits from using the software that I use in my business, then it does make sense to use that as the base for something you’d roll out. I’m really excited for you about this.
Eugene: Yeah, now we’re excited too. We’ve got some feedback, it has been really amazing. We just weren’t sure what the feedback was going to be about the product because it’s a conversion product as opposed to an SEO product. But the feedback has been absolutely amazing. So yeah, we’re really excited to see what people are going to do with it. I mean, I just look at the top 5 or 10 products on the Clickbank and a lot of them are not using Scarcity and I’m thinking “Gee, if they could just you know, add this stuff that scarcity to their existing sales forms, that would do”.
In fact, in a future version of this product, we’ve already got this sort of working in-house our own version but it’s not in the retail version. We know there’s a lot of people that do affiliate marketing. We’ve actually worked out some really cool ways that you can add scarcity to your affiliate marketing stuff. So, yeah, it just sort of works the space.
James: That is cool. Now, I’m really interested in these sort of devices. I’ve had a good run with using bonuses, like incentives as an affiliate. In fact, I will have an incentive at my BuyWithBonus.com website for Scarcity Samurai and I’ve also used different elements such as increasing prices overtime for my memberships, etc. And that’s been wonderfully effective as well. So, I’m really excited that you’ve taken the benefit of scarcity and being able to help someone make that an Evergreen implementation because almost everything I do is Evergreen-focused these days. So, good luck with the development.
Eugene’s “Aha!” moment
What was the biggest “Aha!” moment from your thousand beta testers that maybe surprised you?
Eugene: The big thing probably was just how consistently it works across different markets, like all sorts of crazy markets that you just wouldn’t expect any of this sort of stuff to work. That’s probably the biggest walk away moment. The interesting thing probably also is that, where we’ve probably got Evergreen business, where we’ve got selling bits of software and that we actually have one person say “Well, they actually had to switch it off” and we’re “Why’d you have to switch it off?” because they were actually getting too many sales because they were like consulting businesses and so many customers.
James: They had a capacity constraint.
Eugene: Yeah, so they actually said it’s like “Make the money stop!” so I thought actually that was pretty funny.
James: Well, I posted a video about this last week – the classic capacity marketing see-saw and that it is a bit of a battle for service businesses, especially. If you get your marketing right, you run out of capacity and then you have to increase your capacity. And then when that’s ready, you go and do some more marketing. So I suggest most listeners would be able to increase the marketing side of their equation straight away just by installing this.
Eugene: Absolutely, that’s right. That’s actually a really good point. I used to kind of joke that a copywriter’s jobs was to create headaches for the business, but I don’t joke about that now. Like, you really need to balance your marketing and your ability to deliver your products, otherwise you’re just going to end up with unhappy customers. But still, it’s kind of a good problem to have, but you still need to work on what your constraints are and your business.
James: Well I know you’re a neck deep in helping get everyone out there in the market place advised about this new product. So, I will put a link to your product, it’s Scarcity Samurai, Eugene Ware from Noble Samurai. I really appreciate you spending time with us today and helping us get our mind around this implementation but also, I love finding out about the success of a good Aussie business and with hundreds of thousands of subscribers and such a huge sales conversion rate, obviously your products are fantastic. So, well done and thanks for spending the time with us.
Eugene: Yeah, thanks for giving me the opportunity to talk to your listeners.
I recommend you head over and pick up a copy of Scarcity Samurai from BuyWithBonus.com where you would get an exclusive bonus with your purchase. Thanks for listening.
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