The Importance Of The Upsell
If you havent heard of an upsell before, then I can pretty much guarantee that youll recognise it when I describe it to you in just a moment
. In fact, the chances are you will have been offered an upsell a few hundred times (at least) in your lifetime already!
Thats how commonplace they are these days.
Let me explain
Imagine youre in McDonalds and you decide to purchase a hamburger and a milkshake. The guy behind the counter then says a line that nearly all of us know very, very well: would you like fries with that? Yep, thats an upsell!
Or maybe youve just bought a book for Christmas on Amazon. Youre in the checkout, and at the bottom of the page a box pops up saying something along the lines of customers who purchased (your particular book) also bought And with this, a small list of similar books in the same niche pop up, encouraging you to buy one or more of them.
Yep, thats an upsell, too!
In short, an upsell is when a website, restaurant, cinema, online marketer whatever they may be offers you another item immediately after you tell them what you want, or after youve bought, thus converting one sale into two, three or maybe four, boosting their profits from each customer in the process.
Typically, the upsell is connected closely to the original purchase and very relevant to what youre looking for, such as fries with your burger, or a similar book, as I just mentioned.
So when it comes to
direct response copywriting, the key to pulling big profits is to create upsells on the back of a front-end sales letter...
Typically, the customer will purchase the product after reading the initial front-end sales letter, and then a thank you page will pop up, offering them another higher-priced item thats closely related to the first purchase. If they buy that product, many
sales copywriting experts will employ a second upsell as well, and if the customer says no, then they will use whats known as a downsell, which is a lower-priced item.
An upsell can also be slightly delayed. In many instances, a customer will purchase a product and provide their email address on ordering, but they will not be hit with an upsell straightaway. Instead, the marketer will wait a day or so, and then email them with the offer.
This is often very successful, because immediate upsells are growing increasingly unpopular amongst customers, who are bombarded with pop-ups, asking them to spend more and more money!
Whatever technique is used, the purpose is the same: to turn one purchase into two, three, and possibly even four, maximising the companys profits from each customer they receive.
So why are upsells so wildly popular these days?
Quite simply, its because they work incredibly well (which unfortunately, has led to people going slightly overboard with them in attempt to make as much money as possible!)
However, if you use an upsell wisely, and refrain from treating your customers like cash machines, this technique can be hugely effective, and very, vey profitable.
And there are two reasons for this
1. Your customer is ready to buy
When one of your prospects purchases from you, their wallets are out and they are prepared to spend some money! In simple terms, theyre HOT! Consequently, theyre a lot more likely to follow up on that purchase and buy something else, whether that desire is driven purely by impulse, or simply because they were very happy with their initial product and the upsell youre offering ticks all the boxes, too.
2. Your customer is targeted
The great thing about upsells is that you know exactly what your prospects want when you offer them the back-end product. Thats because theyve already bought your first product, so theres a strong chance theyll be interested in something similar, that complements the first.
So knowing all this, why would anyone stop at ONE sale, when they can easily achieve two, three and four, with very little effort required?
Well, these days, they dont. Because every marketer worth his salt knows the importance of upsells, and that this is how the REALLY big money is made.
So before I go, let me give you a quick example of how you can implement an upsell on your next product launch
Ok, lets say that youve just written an e-book all about weight loss. Now then, when someone arrives on your website and purchases the e-book, you know for an absolute fact that this particular person is VERY interested in losing weight!
So, once theyve ordered, why not create a simple thank-you page that doubles up as a back-end
sales letter. On this page, you can offer them anything from fat-burning pills, to an e-book all about healthy eating, and theres a very good chance that theyll purchase this product as well, because its closely connected to the initial product, and very relevant to what theyre looking for, and what they need help with.
This is marketing at its most precise, and as a result, your conversions (and your profits) will increase.
And if thats something that you like the sound of, then Id strongly advise you to utilise an upsell or two in your next product launch. This is the technique that underpins many online businesses, and its certainly a technique that you should consider using if you want to maximise your profits.
And of course, if you need any help writing it, then why not hire a professional
sales copywriter, like me!
by: Vjneel
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