Want to sell your equestrian product or services online...
But struggling to make that happen profitably?
Did you take courses, attend webinars, and coaching sessions?
But nothing seems to work...
Does it feel frustrating?
I can hear you. I’ve been there too.
None of the initial equestrian products I tried to sell online sold.
Nobody bought any of it at first!
Ironically, they were all good equestrian products.
But did anybody want to pay for them?
That’s an entirely different story...
I followed the conventional wisdom That Says:
“Most profits from online businesses come to those who create their own products."
"You need to sell your products to make profits."
"To sell, you need marketing first to bring the leads or prospects into your sales process or funnel."
"You can market your products organically or through paid advertising."
I’ve done all that.
Something was missing.
I felt frustrated…
For no particular reason, I started to doubt my own self, despite knowing that I am not my equestrian business or horse blog.
Launching an equestrian product that flops has nothing to do with me as a person. So I reminded myself of this quote.
“I have not failed. I've just found 10,000 ways that won't work.”
― Thomas A. Edison
I started to dig deeper into my books, courses, and videos... and went back to the drawing board.
Then I discovered some insights that worked and helped me successfully sell many different products & services.
I'll share with you in summary right here in 11 tips:
My Equestrian Business
(& Most Other Businesses)
Have 3 Main Components
Main Equestrian Business Components:
Getting paid & referrals
I asked myself at the time, and I ask you now:
Where’s your bottleneck?
Let's discuss each of these components...
How To Get Clients
There are two aspects of getting anything you
want in life (including clients):
Having a goal, plan, and executing on it.
Becoming the attractive person you need to become to attract the results you want.
Whether you’re a B2B or B2C it doesn’t matter. People deal and buy from people.
Not just any people. People they relate to and like.
Become that person to your audience. Let them know, like & trust you.
Let me walk you through this with a bit more detail.
Let’s jump right into it.
To get clients, you need a way to attract, serve, and make clients pay you & spread the word about your offers.
It is said in this order so you can logically understand it.
But don’t do it in that order when you want to sell your offer.
Start Here & Do It In This Order
Offer your existing clients products they can buy.
Make sure your payment & referral system works.
Fulfil the product or provide the service that you offered.
Get new clients and drive them through the same process.
3 Things You Need To Grow Your Business
Selling higher Ticket Offers to existing clients
Selling to Your Existing Clients more often
Getting new clients & repeating
The Qs You Need To Ask About Your Audience
What Type of Person buys what you offer?
What Do they want or struggle with?
Why do they buy What You Offer?
How Buying This (Or Not) makes them feel?
At What Temperature
Is Your Audience Buying?
When you find your audience or prospects, you have to test their temperature:
Are they hot, cold, or warm?
Are They Cold Prospects?
Prospects are the ones who don’t know you, don’t know they have a problem and don’t know about your offers. Prospects/leads.
Are They Warm Leads?
Leads are shoppers. The are the ones who know about you, know they have a problem or want something,
signed up for your free offer, or engaged with you before, but are still comparing different options.
They may not know about your offers.
They are in the market for some shopping.
Are They Hot Clients?
Hot clients are your current or previous clients or customers.
Those are the ones who know, like and trust you. They have a problem and tried at least one of your solutions.
So you have to decide who you are targeting based on what you are trying to fix.
How To Attract The Right Audience
- For Top Of The Funnel Cold Prospects
You need to let them know more about you through stories, give them free value relative to what they want
or struggle with.
Tell them why you do what you do and what you stand for.
- For The Middle Of The Funnel Shoppers
Show them your offers compared to other rivals. Showcase your reviews, case studies, reports,
testimonials & credentials to let them understand your unique selling proposition & offer.
Why and how your offer can help or transform them.
It’s great if you can offer them a sensory experience. To help them imagine, see, touch, read, listen, feel,
smell how the experience of working with you looks like.
- The Bottom Of The Funnels Clients
Create new offers for them to buy and spread the word about you or your company.
To wrap up this section, you need to attract, convert, and leverage your audience.
To attract them you need to articulate what they want or struggle with. Use their own language and words.
Have lots of empathy and compassion for the audience and prospects you want to attract.
Let them feel that you understand them so that they raise their hands saying “yes, that’s me he’s speaking to!
He can understand me perfectly” and “He can feel me!"
It’s reasonable that they will assume that since you understand them, you also have their fix.
So they will probably ask you if you have the solution or what’s your offer?
This is how you attract your audience rather than run after them trying to sell them something they don’t need.
To Put This Strategy To Work
The 4 Tactics Are:
A Free Offer
Starts with a post or ad that leads to a squeeze page with a signup box to get your prospect’s name, number & email address.
Once they put their contact details, you can offer them a quick present.
A free present that can give them an instant win.
An amuse-bouche like what you get in restaurants when you check-in.
An Entry Offer
A low price offer to make it easy for them to try and test your offering and get the gist of the experience of working with you.
A Core Offer
Your flagship main product offer that solves their problem or helps them get what they want.
A Premium Offer
One more premium product that doesn’t scratch the same itch of your core offer.
A higher price point offer that solves a follow-up problem they will face after buying your core offer.
It can also be a shortcut. A supplementary offer.
A faster and easier way to get better results in addition to your core offer.
Now, you’ve got 4 offers each composed of a few free or paid bundles of products or services and bonuses.
Most people think that once they craft their offer, the audience will come or queue at their door to buy.
More often than not, nobody comes for your first offer and that’s normal.
It's not enough because you need to let people know about your offer and drive them to it.
Here’s where a marketing campaign is needed to drive traffic to your offer.
A campaign builds pressure on a certain event. On a certain day at a certain time.
That’s when you pull the curtain on your offer.
This means opening the cart for the target audience to be able to buy it.
Throughout this campaign, you need to make them curious.
Think of Hollywood movie trailers that gets you excited.
Make your prospective clients anticipate and have an appetite for your offering.
Using scarcity and urgency when you ask for the sale is very effective.
To Wrap Up
Here Are My Suggestions For You:
Create offers that sell a bundle of products or services.
Craft a sales message that intrigues your audience.
Drive traffic to these offers & funnels through campaigns.
But no matter what you do, it won't work if you don't become an attractive character that your audience resonates with and likes.
Attractive characters are like movie stars...
They have one or a few of these traits: They can be visionary, charismatic, adventurous, creative, contrarians, mysterious, funny, caring, vulnerable, sensitive, authentic, bold, powerful, sexy, smart, ..etc
There is something special about their character that attract us to them.
Let's dig a bit deeper.
Who Do You Have To Become
To Hit Your Goals?
Who’s the person I have to become to attract and achieve the results that I want in my business.
Get clear on what exactly it is that you want.
Write 3 things you’ve achieved in the last 5 years that you’re proud of.
Write down everything you want to have, be, or do a single piece of paper.
Don’t have more than 50 items here.
Get rid of anything that you don’t really want.
Then assign the number of years that seem reasonable to get it right next to each item.
1 year, 3 years, 5 years & 9 years.
Make sure Your Bucket List Is well balanced.
If you have everything in the 1-year bucket list, it means you’re short-sighted and need to look a bit more long term.
If everything is in your 9 years bucket list, it means you’re a procrastinator.
Balance it out so that you have more or less equal weight and focus on both your long term and short term goals.
Then take that 1-year goal sheet and prioritize it.
Write down the steps that you need to take to get to that goal.
These are your building blocks.
Then take each step and Divide it into tasks
Move these to your calendar and block a reasonable amount of time in your working weeks to work on them.
The key here is to keep it simple. Focus on quality, not quantity.
Less is more.
I would do an average of 3 tasks per day and allot about an hour or two for each one.
Now you have written down goals & plans.
Hit Your Goals
You need to learn from the best resources available to you, those who have successfully done what you want.
Practice what you learn and teach it to others who may want it.
Repetition is the secret for retention and practice improves you.
Know who you need to become as a person to tick these goals off your list.
Here’s where attitude and discipline comes in.
You need to fix any beliefs or identities that don’t serve you.
Hold them as real but not true to who you really are.
You can achieve whatever your mind can imagine and your heart can feel.
You have to know what you want though.
Ask the right questions and the right answers will be revealed at the right time.
The most important question is: why?
Your first "why" will reveal your scientific formula and the following "whys" will reveal your framework philosophy.
Feel free to create your own words. It doesn't have to be in a dictionary!
Dive deep uninterrupted, have a written conversation with your own inner self and you will get there, I promise.
By reading your writing, you will discover any narrative your mind is stripping you over and any identity you need to detach from because it’s not serving you.
Now you need to establish a timely schedule and disciplined routine that you have to stick to.
Then ask yourself what systems, processes, tools, resources, people, events & environment I need to get things done?
Declutter the rest
Add time for socializing, sport, hobby, art, family & fun.
Success is more attributable to what you don’t do, rather than what you actually do. How you manage what you don’t know rather than how you capitalize on what you do know.
Surround yourself with people who can fill your gaps and support you so that the sum of your parts is more valuable than its individual components.
You don’t have to hire them. Just have access to them, their teachings, wisdom, or books. Face to face or virtually.
Email Follow Up
Set Up Your Email Autoresponder
Set up email automated sequences for those who signed up for your free offer.
Both those who bought and those who didn’t.
A series of around seven email messages would be appropriate.
You will send them out over about a two-week period after the prospect has signed up for your free offer.
The easiest way to do this is to set up the email messages in your autoresponder.
They’ll be sent out at preset intervals automatically to those who bought and those who didn’t.
Here's How Your Email Sequence Will Look Like
1st email should include a link to get the free offer.
2nd, 3rd, 4th emails are where you introduce yourself, help them understand your offer and what it can do for them, walk them through how to get the best out of it.
4th, 5th, 6th & 7th emails show them you’re an authority in your field with credentials, testimonials, case studies, overcome any of their objections, then give them a countdown, scarcity, and urgency to buy your entry, core or premium offers.
Out of seven email messages, no more than two include your offers.
Test your offers
Notice what works and what doesn’t.
Make sure you test one thing at a time.
But test everything you can test from the majors to the minors.
Headlines, prices, photos & calls to action.
If you noticed I was always talking above about offers, not products or services.
They are not the same thing.
You can offer the same product a hundred different times in different ways.
First tests hardly work. You need to keep testing your audience, your offer, prices, message, and creative you’re using.
Let the market guide you.
Let your audience vote with their wallets.
You can use paid advertising to see what resonates the most with your audience.
Launch Your Free Offer
Promote Your Offers
Promote your offers via email, forums, social media pages, groups, your blog posts, newsletter, paid ads,
joint ventures, and affiliates.
Get the word out about your new or existing offers.
Let your audience know that you can help them get what they want or overcome their challenges with your offers.
Use Google Analytics to discover how well your sales funnel is turning prospects into repeat buyers.
Notice what parts of your process are performing well, and what not to regularly improve.
Retarget ads to those who read your content but didn't opt in, or reached your cart but didn't buy your product.
So there you you have it!
An overview of the formula that worked well for me and clients of mine who followed it.
Now, it’s your turn to take action.
Let me know how it worked for you.
Wishing you the best of luck!