Upsell yourself to bigger profits
January 2nd, 2018 by Bob Bly
When I started my freelance copywriting career in the early
1980s, the most lucrative assignment was writing direct mail
packages to sell magazine subscriptions.
And perhaps the toughest assignment was the “free to paid
conversion” campaign.
This was a direct mail package designed to get people who
formerly received a magazine for free to now pay to subscribe.
Free-to-paid conversion is one kind of upsell, with an upsell
being any marketing that gets a customer who buys a less
expensive (or in this case free) product to buy a more expensive
product.
Now, thanks to the internet, upselling in general is much easier,
faster, and more profitable.
A case in point: Classmates Guestbook.
This is a great website that connects people who went to the same
high school and especially those who were in the same class.
You can look at some of the content and post your profile there
for free to update your classmates on what you are up to.
Then, when a classmate looks at your profile, Classmates
Guestbook notifies you by email.
But, the person’s name and image are blurry.
So you can’t actually see who has checked up on you … unless you
upgrade your Classmates Guestbook status from free to a paid
monthly subscription.
It’s a brilliant upsell, though there have been many smart upsell
programs both pre and post internet.
The classic at Mickey D’s, which has become iconic, is: “Do you
want fries with that?”
In MaryEllen Tribby’s online newsletter, she says this upsell
increased sales of fries at McDonald’s 15%.
And in fact, the fast food chain sells 9 million pounds of fries
worldwide each and every day of the year.[1]
An even more effective upsell was from the copywriter or brand
manager who first wrote these words on a shampoo bottle:
“Rinse. Lather. Repeat.”
This simple consumption doubled the consumer’s usage and purchase
of shampoo for a 100% upsell.
Arm and Hammer baking soda had a similar classic upsell with
their ad campaign extolling consumers to buy a second box of
baking soda to put in your refrigerator for absorbing odors.
For ecommerce businesses, the proven upsell strategy is to serve
the buyer a page with an upsell offer right before or at the
point of checkout.
We recently promoted a $19 ebook; when buyers went to the
shopping cart, they were upsold to an audio course.
The course is regularly $47, but the upsell offers it for only
$28, and about one out of three ebook purchasers takes the upsell
offer.
Opposite of the upsell is another offer that can work: the
downsell.
For instance, decades ago, a company sold a business opportunity
where for a high price you could buy a “business in a box”
selling gold chains, necklaces, and baubles at flea markets, swap
meets, and such.
When someone responded to their ads in business opportunity
magazines but did not buy after getting a series of mailers, the
next mailer offered a scaled-down “start-up” kit for a fraction
of the price of the full business kit.
In restaurants, the downsell to a full racks of ribs is the half
rack.
But that usually bothers me, because although I don’t want to eat
too much, I also don’t like feeling I am getting ripped off —
which is how I feel when a rack is $17.99 and a half-rack is
$14.99.
Once, when we were eating out and the server pointed out this
pricing to me on the menu, I replied, “If the rack is $17.99 and
the half-rack is $14.99, can I get the other half for the
remaining $3?”
The only people less amused than our server were my wife and
kids.
This entry was posted on Tuesday, January 2nd, 2018 at 1:09 pm and is filed under General, Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
January 4th, 2018 at 10:37 am
Thanks for sharing.I hope you continue to have such quality articles to share with everyone! I believe there will be many people who share my views when they read this article from you!
January 14th, 2018 at 12:11 pm
First of all a lot of thanks to samual who game this website address and told me how to earn money.Today i am sharing it with u all so that you can be benefitted too.
January 29th, 2018 at 8:53 pm
Your site has a lot of useful information for myself. I visit regularly. Hope to have more quality items
February 19th, 2018 at 3:47 am
well said
http://www.google.com/
April 20th, 2018 at 5:49 am
The equation here shared is extremely right and it is sufficient to comprehend it. This is the statement of the greater part of the achievement people they concurred in it.
May 17th, 2018 at 2:44 am
Attempt this awesome thought! Request what you need and remain with us! Or then again, on the off chance that you are incredibly feebly ready and influenceable make every one of your dinners at home from crisp fixings!
July 2nd, 2018 at 11:09 pm
Thank you for sharing the information! The idea of changing battery sounds better than waiting for the battery to recharging.
August 2nd, 2018 at 3:36 am
I am something of a popcorn ADDICT. Thanks for the great suggestions!
August 2nd, 2018 at 3:36 am
Today i am sharing it with u all so that you can be benefitted too.
September 14th, 2018 at 11:38 pm
ncedcloud
ncedcloud login
ncedcloud online
September 22nd, 2018 at 6:02 am
What do you actually mean in your post? I could not understand any thing from your blog. It appears to be null. Try to add some photos and content to the post. Add the contents in a much more descriptive manner. You should provide the information in a step by step manner. Eagerly waiting for your updated posts. engagement rings
October 25th, 2018 at 7:07 am
and content to the post. Add the free game stop gift code generator and free gamestop gift card generator and free gamestop gift card generator and
December 17th, 2018 at 4:43 am
I am quite impressed with how to improve your profitability. It helps a lot for my business.
March 31st, 2019 at 8:43 am
Will your web site have a contact site? i’m having inconveniences discovering it in any case, i would like to hurl you a contact. I’ve gotten some suggestion for your web site you’d conceivably to a point rely on hearing.
Easter Captions
Happy Easter Images
April 14th, 2019 at 7:26 am
Upsell is very important in any business, in fact, they are the main strength of finance. Happy Easter Pics
May 12th, 2019 at 7:31 pm
Will your web site have a contact site? i’m having inconveniences discovering it in any case, i would like to hurl you a contact. I’ve gotten some suggestion for your web site you’d conceivably to a point rely on hearing.
http://groupspaces.com/ProfitsTodayReview2/pages/forex-signals
https://forexsignalstelegram.hatenablog.com/entry/2019/05/12/113244
https://fxpnow.wordpress.com/2019/05/12/best-telegram-channel-for-forex-signals/
August 18th, 2019 at 10:23 am
Content is very important in any business, in fact, they are the main strength of growing online business help in describing the services and products increase ROI.promo code
August 28th, 2019 at 12:10 am
click here
October 9th, 2019 at 5:00 am
This is a countless website that connects people who expired to the similar high school and particularly those who were in the equal class. I am also writer at augmented reality app interior design company in USA. you contact me ya click on my our website.
October 25th, 2019 at 2:50 am
In some foreign countries, there are opportunities where people can earn good salary. They will earn good money in less time. Hence, they will settle financially soon. They will take lot of time to settle financially in their own country. Hence, such people want to settle abroad.
Wazifa To Settle Abroad With Family
October 28th, 2019 at 2:13 am
sulekha India Tours Package – Planning Tour? Book Sulekha India Tour Package online from Sulekha holidays at best price. Visit now to get exclusive offers on Tour Packages ..
November 8th, 2019 at 5:00 am
It’s helpful
November 28th, 2019 at 7:34 am
I think there is an issue with your contact page,
Do contact us for better communication.
We can suggest removing unwanted comments and links
Dussehra & Vijaya Dashami
December 6th, 2019 at 7:05 am
Very useful topic. I would definitely use it in my research papers here https://assignmentjunkie.co.uk/buy-college-essay cause I work as a professional writer. Thank you for sharing this and good luck.