If your customers are getting “ticked”, your sales are likely to suffer.In this article I outline 2 “stupid tactics” that I’ve seen marketers use that are guaranteed to anger your customers.
The thing is…
All it takes is a little “tweak” and you’ll go from “chump” to “CHAMP”.
Take a look…
Example #1: The Stupid Downsell
One of the most “slap your head – are they really doing that?” strategies a number of people are using is to offer a poorly crafted “downsell” for people who don’t initially pay the “regular” price.Here’s how it works…
Person A comes to the site. They see the regular price and pay.
Person B comes to the site. They see the regular price but decide NOT to pay. Upon leaving the site, they are offered THE EXACT SAME PRODUCT but for a “discount”.
When I first saw this I said to myself… Seriously?
And then shortly afterwards I saw the same strategy being used again by someone else!
Why would you reward those customers who initially decided NOT to pay the regular price?
In the same breath you’re essentially slapping those customers in the face who did pay the regular price.
Don’t do this.
I’m not saying a “downsell” is stupid.
But I am saying that a “stupid downsell” is!
You can tweak this by making one minor change…
Instead of offering the SAME PRODUCT at a discount, take something away.
If you have 3 widgets, offer 1.
If you have a membership site with tons of stuff, create a level with access to just a few things.
The point is, a “discount” for the exact same product is not a “downsell”… it’s a slap in the face to those who paid regular price.
Plus to add insult to injury, the site owner is training customers to avoid paying the regular price. They are REWARDING customers who initially said “NO”.
If you’re going to reward someone, wouldn’t you want to reward the customers who said “YES”?
How? Give them an unexpected bonus.
If they ordered 4 widgets, give them 5, one month free or something extra they didn’t expect.
Reward them for taking action.
Don’t discount your product in a last ditch effort to grab a sale. It’s very short-term focused and it will come back to severely bite you in the butt down the road.
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Example #2: 8 Exit Pops Will Get ‘Em
I had to laugh when I first saw this…I’m on a website and I was seriously thinking about buying the product. But ultimately, I didn’t.
So I click away and a pop up appears asking me to look at another offer.
I close the popup and attempt to go to another page.
That’s when I’m hit with 7 more popups asking me if I’m “sure” I don’t want to see the offer.
Are you kidding me?
Do you really think that by the 2nd, 5th or 8th popup that I’m going to have changed my mind?
Now all you’ve done is tick me off.
Now I’m definitely not buying and I’m definitely not coming back… ever!
Sometimes I don’t think site owners really “think” about what it would be like from the customer’s perspective.
This example would be like going to McDonald’s and the clerk asking if you “want fries with that?”.
You say “no” only to be asked “are you sure?”, “are you sure?”, “are you sure?”, “are you sure?”… etc.
Don’t do this.
1 pop up is enough.
The “tweak” is to make the offer/message within the popup so enticing that they DO want to stay on your page.
But don’t hit them over and over with the same thing again and again.
Make every piece of marketing you use MEANINGFUL, INTERESTING and ENGAGING (that includes popups).
Don’t get lazy because that laziness will lead to bad decisions.
And bad decisions can lead to angry customers.
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Have you ever experienced some “Stupid Marketing”?
Share your thoughts in the comments (please be polite and no name bashing).
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