Did you know that you can buy MacBook scented candles? Right now, they’re selling on Amazon for $29.99 and they have no shortage of buyers from the looks of it.
By all accounts, the candle company has a rabid following. The candles are almost always sold out.
That’s one way to leverage the massive fanbase that Apple enjoys.
Apple themselves leverage it too. Besides their slick hardware, they also sell a $299 photo album (called “Apple Book”) that contains 450 pictures of Apple products. It’s everything you’d expect from Apple - glossy, high quality print, the whole nine yards.
No shortage of buyers, either.
There's even a rather wealthy influencer on YouTube who owns three of them. One for each of her bedrooms!
Now, it’s up to you whether you consider it a wasteful spending of money or think those things are awesome. I fall into neither camp.
What I always like to think about is…
How does this relate to my business - and yours?
If you take a closer look at all the above examples... you'll notice a common thread.
You see...
Each of these products target people who've already bought Apple products. Specifically, people who are hardcore fans.
Now, that’s a segment that will make you the most money. Second best? Any proven buyer.
A proven buyer on your list is worth their weight in gold.
Here’s why.
It's much easier to sell to a proven buyer...
…than it is to sell to a first time buyer.
They’ve already been convinced once to spend money with your brand (or a brand whose coattails you’re riding, if we go back to the MacBook scented candle company).
It is way easier to convince them to make the next purchase, and the next, and the next… and so on.
Does it matter how much they spent with you?
The answer is not really… for the most part.
Even a customer who has spent just a single dollar on you is worth at least 12x more (sometimes a lot more) than a customer who hasn’t bought anything.
(However, that being said, a customer who has spent a thousand dollars is even more valuable.)
But the main point is this, getting that first purchase out of the way is like knocking the first domino in a chain of easy sales!
That’s why marketers are willing to outspend their competitors in order to get a new customer. Because if you can sell to a new customer once, you can make it all back on the backend - if you're smart about it.
So what do you actually do?
If you haven’t tried it yet, figure out things you can give away at a very low cost. These are known as “tripwire” offers to get buyers on your list.
Also, try to promote more offers to them and see what they like.
If someone has bought something from you recently... they're more likely to buy again.
If you don't have anything you can sell to them... then find another offer you can promote to your buyers as an affiliate.
The old saying that "the money is in the list" is no joke when we're talking about buyers.
To Your Success!
Steve.
Master Online Entrepreneur
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