One of the brands I worked with became the biggest skincare brand on QVC UK while I was there.
We did over £250,000 of sales in a single day.
I got to see behind the scenes of the money making machine of that business and learn just how much effort it takes to get someone from crashed out on a sofa, to sat up, hunting for their wallet and picking up the phone.
The stage of getting interest is pretty easy. Their shows are broken up into themes like beauty, jewellery, tech, so anyone watching has passing interest in what you’re selling.
The art (and science) is in the next step.
QVC doesn’t just rely on product demos. We’d have a ton of other proof like our own research and they’d regularly let callers on to gush about how good the product is.
Then they’d package each product up with a ton of extras, give you a big discount and take you to the brink of “too good to be true” before they gave out the phone number to order on.
The same emotional buttons work in every successful campaign, regardless what medium it’s delivered in.
At it’s core, the steps we’d take the customer through are the same for any transaction
Every transaction goes through a funnel.
As a bare minimum, your prospect needs to:
Know about your offer
Want your offer
Be able to buy your offer
Be able to get their hands on the offer
For an online course or a coaching program the funnel might look like this:
I’ve put “Advert” in quotes because a tweet or a facebook post can do this job without paying for ads.
But, here’s the mistake that most businesses make…
Most businesses worry about not getting enough people to the top step. They try too hard for attention.
They put effort into SEO, or putting out masses of social content, but the real problem is that they drop the ball on the next step, growing desire.
This is where the “conversion” happens in your prospect’s mind. The moment they go from “this is interesting” to “I must have this”.
If you pay a little more attention to this step, then two things happen:
First, you make more sales off the same traffic.
Second, your traffic quality actually gets better.
When you focus on moving your prospects into that desire stage, you have a goal, and that goal helps make your adverts and posts more relevant.
Rather than jumping on whatever trend is popping up that day and chasing the ever-elusive viral social post, you can focus on the thing that really matters to your prospect – showing you can solve their problem.
What actually goes on the sales page, just had to do that one job. Take your prospect from “interested” to “ready to buy”.
It’s a careful balance between getting them excited, but not tipping them into “This is too good to be true, it must be a scam”
For a simple impulse buy, you might be able to do this all in the ad, just like the old-skool magazine ads did.
The headline got you interested
The copy makes you want it
The coupon or phone number gave you a way to buy it
For modern social selling, a tweet and a checkout page might be enough, but if you’re selling for more than a few dollars, you’ll probably need a sales letter, or maybe a VSL, or a webinar.
But the buttons are the same:
What need your product solves at an emotional level
How life will be better with it
How life will be worse without it
Why this is better than what they’ve seen before (probably the hardest step in a competitive market)
Why they should trust you
Why they should act NOW
If you can answer these questions you have a solid chance of making good sales, and you don’t need a TV channel to help you do it.