Today, I want to share with you the #1 most important concept when it comes to e-commerce marketing.
This concept is true for all marketing.
(advertising, email, SEO, etc)
But first, a little context:
I’ve always believed that a good bed is worth the extra investment.
That’s why, when I was living alone in the US, I didn’t hesitate to buy an expensive queen-size bed for myself.
But recently, I moved in with my in-laws to help out.
(long story)
Anyhoo…
I’m staying in my wife’s original bedroom, which only has a single bed.
BUT –
If you do the math…
Me. My wife. The little one.
Kinda crowded.
So…
I ended up buying a folding bed I could shove into the corner every morning to save some space.
Now, imagine you’re selling a mattress online. How much discount would you have to offer me to buy a new bed right now?
30%? 50%? 90%?
It would not work.
You could buy every single ad placement in the world, yet –
I wouldn’t take your mattress even if you gave it to me for FREE. Because I simply don’t have the place to put it… and I’m not going to increase my belongings before I move out.
Now, imagine a different scenario:
My in-laws don’t need my help anymore. I can finally move out. I find a nice place. It’s mine… if I can move in tomorrow. The only problem?
I’m missing a bed!
So… how much discount do you need…
“I’m going to stop you right there.“
“Forget about the discount!”
“I love your bed. Can I pay MORE so that you can ship it IMMEDIATELY?!”
And this, my friend, is the most important concept in e-commerce marketing. This is also the biggest difference between selling physical vs info products.
When it comes to info products, there is rarely a “time constraint.”
Info products have very few “constraints.”
It does not take shipping. It does not take storage.
95% of people aren’t going to “use” the program anyway… so they could theoretically buy at any given time.
(as long as you clear the objection and make an irresistible offer)
BUT –
When it comes to physical products…
Timing is everything.
Because…
…if I don’t have space to hold your product
…or if I’m traveling and cannot receive your package
…or I just replenished 2 weeks ago
I’m not buying.
This is why my simple marketing principle #2 is:
Frequency is king.
You cannot predict the right timing. Nobody can.
But you can show up regularly so that WHEN the right timing comes, you are the first in line. So… how can you show up frequently without costing an arm and a leg?
(hint: a marketing strategy that starts with e…)
To your success,
– WYH