How to Position Your Services and Products to Attract Your Ideal Customer and Trigger a Buying Frenzy On-Demand

There are 5 Types of Service or Product Assets. These Service and Product Assets are the raw materials of your high-converting Marketing Funnel including:

1. Lead Attractors
2. Trigger Services or Products
3. Prime Offers
4. Customer Value Optimizers
5. High Ticket Offers
6. The 5-Stage Follow-Up (Automated System)

A Lead Attractor: A Lead Attractor will help you attract leads. A lead is an individual in your target audience who indicates interest in your service or product by requesting to receive your Lead Attractor.

Human Nature is to love information. So when we discover information that promises to solve a burning problem we’re having and it’s free or low cost, that proves irresistible to us.

The Lead Attractor will help you shift the Customer Relationship from Lead to Customer by showing your potential clients who you are, what you know and what you do.

You achieve this shift by producing content about their problems, interests and concerns that demonstrate you have the knowledge to help them.

Two of the most high-converting Lead Attractors are Special Reports and Webinars or Seminars. It’s the informational and free nature your audience desires, that makes Lead Attractors irresistible to them.

When you can successfully identify your prospects problems and provide solutions, you prepare the groundwork for future business.

Whatever type Lead Attractor you choose, keep in mind it’s something to help your customer solve their problem. A problem you of course solve with your product or service. Here are some examples of high converting Lead Attractors: 

Informational Events, such as Webinars or Seminars, work well because they appeal to Human Nature’s strong desire to socialize with other people in groups. People love events simply because we’re social. We want to be around other people.

So when you can combine sought after information and that social aspect we all desire, it proves irresistible to your prospects.

That is, events are a very strong Lead Attractor because you’re taking, two powerful, psychological triggers that people find irresistible, information and social, and combining them.

Recap: A high converting Lead Attractor is going to include one of two powerful free Informational offers relevant to your target audience’s problems you solve:

First, a Booklet, such as a Special Report….

Second, an Event, such as a Webinar or Seminar….

BONUS: A third type of high-converting Lead Attractor, this works well for restaurants or retail businesses, is an irresistible offer such as a discount, certificate or coupon that compels your target audience to visit your location in order to purchase.

Once you have that lead, you’re giving goodwill, and providing value with your Lead Attractor, you’re laying the groundwork to convert a customer faster.

Next, you create a Trigger Service or Product, so-called because it’s like a trigger. It’s an offer so irresistible your lead has to think twice NOT to buy! The offer is extremely easy to consume because the price is so low.

A Trigger Service or Product is a low-risk offer, where price isn’t a concern; in fact it’s a no-brainer for your Lead. The purpose of the Trigger Service or Product is only one thing, to convert a Lead into Customer as fast as possible. There are lots of studies that prove:

The moment your customer spends even $1 with you, they become primed and ready to buy even more from you. As long as they had a great experience with your low-priced services or products, they’re most likely to buy your higher priced services or products in the near future.

For example, an attorney offers a one-time $9.99 Introductory Consultation to new customers when they typically charge $100 for their Consultations. So, when their prospect discovers their $9.99 Trigger Service they’ll have an extremely tough time NOT saying, “Yes!”

Here are some other examples of Trigger Services or Products:

• Physical Premium
• Small but critical service or product
• Book
• Report
• Webinar
• Software
• Plugin
• Ala Carte Service

To discover your Trigger Service or Product ask yourself the following questions about your service or product assets:

• If you had two minutes to impress someone, what would you say, show or give them that would blow their mind?

• What’s the one thing in your market everyone needs, but doesn’t necessarily want?

Another example: suppose you’re an auto dealership that offers an Introductory $5 Oil Change. Because it’s so irresistible, people just do it!

Again, you’re NOT going to make a profit from the Trigger Service but once they buy your Trigger Service their more likely to buy your…

A Prime Offer: And that brings us to the next step in the Marketing Funnel called the Prime Offer.

In the examples above, following your prospects buying your Trigger Service, assuming they have a great experience, you say something to the effect,

“Thanks for becoming a new customer. I want to tell you about our Prime Offer because this is the service or product we’re famous for and it’s $500!”

While the Trigger Service or Product is typically under $20 the primary offer is a mid-level offer ranging from $200 to $1,000.

Note: In B2B sales the price points can be a lot higher than in B2C. The Prime Offer is the specialty service or product your company is known for. After your new customer buys your Trigger, immediately present your primary offer.

At this precise moment, your new customer is primed to buy your Primary Service. In many instances, your new customer can go into a Buying Frenzy, when they’ll literally purchase all your offers. Remember, for each step to work properly you have to deliver quality services or products.

After the Primary Offer, you offer your immediate upsell, called the Customer Value Optimizer. It’s an offer that helps your customers achieve their goal or solve their problems faster.

The ideal Customer Value Optimizer has two elements that makes it irresistible to your customers: speed and automation. Here are some examples:

TIP: Whatever offer you choose for the Customer Value Optimizer, keep in mind it’s something to help the customer solve their problem even faster. That’s why we call it the Customer Value Optimizer.

And then comes the….

High Ticket service or product: This is something most of your customers are NOT going to buy. But when they do buy, this High Ticket Service or Product, it’s a major boost to your profits.

Usually, the High Ticket offer is 10X-100X more expensive than your Prime Offer. So, if your Prime Offer is $1,000, then your High Ticket offer would be $10,000+.

A High Ticket offer will be sold as Access, Exclusive or Done-for-You and will only convert your top 2% of customers.

See how that works?

It’s a High Ticket offer that promises even more value than your Customer Value Optimizer.

Other add-ons that you can offer throughout your Marketing Funnel are:

• Cross-Sells
• Bundles
• Kits

Note: Bundles and Kits – Combine high-margin and low-margin items or combine information products with hard goods

• Value Bundles

Note: Best for high-margin consumable items, example offer: “BUY X GET 2X FREE!”

• Line Extensions
• Affiliate
• CPA Offers
• Premium Subscriptions

Recap: Again, the psychology behind this is… you entice your lead to become a new customer, once they spend even $1, they’re extremely likely to buy from you again, providing their first purchase from you is a great experience (i.e. don’t offer junk, offer value).

The Trigger is also a great qualifier, too. For example, if someone isn’t willing to spend $10 with you, do you think they’ll be willing to spend $5,000 with you?

Probably not.

It’s critical to understand WHY the Marketing Funnel is represented as an inverted pyramid.

There’s always going to be a lot more people on top that respond to your FREE Lead Attractor and become leads than buy your High Ticket Offer.

Out of that huge pool of leads, there’s going to be another group… they’re going to purchase the Trigger Service and so forth. As a guideline, you want at least 5% of your web site visitors to convert to leads. Out of your leads, you want 20% to buy your Trigger Service or Product.

As a guideline:

1. You want at least 5% of your web site visitors to convert to leads.
2. Out of your leads, you want 20% to buy your Trigger Service or Product.
3. Out of your new customers, you want 20% to buy your Prime Offer.
4. Out of your Prime Offer customers, you want 20% to buy your Customer Value Optimizer.
5. Out of your Customer Value Optimizer customers you want 2-5% to buy your High Ticket Service or Product. 

When you achieve these numbers, congrats! Because now you have the earning power only a Dahl Integration Marketing Funnel can give you. Now you see why your conversion rates will increase through this process of building a Marketing Funnel.

For more information get my free report “How to Make Sales Effortless, Both Online and Offline, With An Autopilot, Lead Generation, Sales and Follow Up Machine” and discover how you’ll close more sales simply through the process of building your own high-converting Marketing Funnel here.

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