Yesterday morning, my time, I concluded the “Unannounced Bonus” promo I had been running all past week.
As usual, the final day of the promo was an exhausting barrage of emails.
The last thing I wanted to do yesterday was to think or write more about that promo or how it went.
But today, I did what I usually do and looked at my “Unannounced Bonus” promo — how it went, how it compared to previous promos, what I can learn.
Let me shoo the elephant out of the closet right away, and make the gray beast dance:
This “Unannounced Bonus” promo made fewer sales of Copy Riddles, across 7 days, than I made last year during the last promo I ran for CR, which I called the “White Tuesday” promo, and which lasted just 2 days.
Before you either feel too bad for me or start to maliciously gloat, let me say that the “White Tuesday” promo surprised even me by how well it did.
And though the “Unannounced Bonus” promo did less than that, it still made more in a week than I would likely be making in a month if I had a proper job. It also paid me an effective per-email rate that’s many hundreds of dollars higher than I was making back at the peak of my freelance copywriting career.
But, with all that self-reassuring done, the fact remains I made fewer sales now, over 7 days, than last year, over 2 days.
What’s going on?
I made a list of 10 possible explanations for myself. All of them are legit, and all possibly contributed. But there’s one big one that stands out to me, and that I want to highlight to you too:
During the “White Tuesday” promo last year, part of the offer was a payment plan for Copy Riddles.
95% of people who bought during that promo took the payment plan.
During the “Unannounced Bonus” promo that just ended, part of the offer was once again a payment plan for Copy Riddles.
But just 33% of people who bought during this promo took the payment plan.
The difference is that this time, I was partnering with Lawrence Bernstein, and offering a lifetime subscription to his Ad Money Machine as a bonus for Copy Riddles. (And vice versa — Lawrence was also promoting the offer to his list.)
Due to the uniqueness of this arrangement, I agreed with Lawrence we’d offer the same payment plan as he offered the last time he made the offer of a lifetime subscription for Ad Money Machine…
… which, as I said, 33% of buyers ended up finding enticing.
On the other hand, last year, I followed a very specific payment plan philosophy. 95% of people found that payment plan enticing, and much more importantly, a greater total number of sales came out of it.
Maybe you remember what the payment plan was that I offered for White Tuesday. If not, my emails are all archived on my site, and you can find the campaign there. You can look it up, and see what the exact payment plan was.
But I’ll tell you one thing:
Even if you know the specifics of what I did publicly, you’re unlikely to glean the underlying payment plan philosophy, or the most exciting and valuable marketing trick resulting from that philosophy, which is applied behind the scenes.
I’ll tell you a second thing:
The payment plan philosophy I followed last year came from a 13-minute video by Travis Sago, titled “Millionaire Math Used by the Wealthiest People.”
If you’ve already taken me up on my recommendation to sign up for Travis’s Royalty Ronin community (I myself am a paying member), then you can find this 13-minute video as a bonus inside the Phoneless Sales Machine course, which normally sells for $2,000, and which Travis gives away as a free bonus for those who are in Royalty Ronin.
If you haven’t taken me up on my recommendation to sign up for Travis’s Royalty Ronin community, then I can only tell you Royalty Ronin is expensive. Very expensive. Particularly if you sign up and do nothing with the information.
On the other hand, if you are selling offers online — specifically, info products like courses or ebooks — and if you apply just this one idea from Travis about payment plans, it could well be worth thousands of dollars to you by the end of this week alone, and much, much more in the coming weeks, months, and years.
If you want to invest in a month of Ronin, and see how quickly and thoroughly you can make your money back: