Just like any other information product, the email training program gives you an extra stream of income and allows you to leverage your time and effort so you can earn more money without working more hours. It is a great entry price point product for your customers to review before committing to a higher level program. They are becoming more engaged with your work and you are moving them further up your sales funnel, paving the way for more engagement. It also gives you the opportunity to “graduate” them to a higher priced program seamlessly, without being a “seller” at all.
In this article, I use “email training program” to refer to an information product where content is delivered via email and requires very little input after initial setup. The duration can vary, I have seen between 7 and 28 days.
PRICES
Ultimately it depends on what you want this program to do for your business. If you want a super juicy giveaway to build your list, a 7-day email program can do the job just fine. If you want to get more people further down your sales funnel and become more engaged customers, an easy-to-say-yes price point at under $47 works well.
If you want to increase the price, say $97 or $147, you can add some audio or video components, worksheets and templates, and/or a collection of recipes to increase the value of your package. These additional materials can highlight your area of expertise, so you’re using this core product to attract your ideal clients.
It is unlikely that you will retire by selling a training program by email. So instead of working it as a primary source of income, treat it as a way for people to get into your world with a low investment level, so they can check you out and give you a chance to connect with them and work your magic. With an easy-to-accept and obvious investment, you can get them engaged in their work faster (eg open and read their email every day for 3 weeks!) and increase sales even more. funnel.
FORMAT AND CONFIGURATION
There are two ways to set up your program: (1) all participants will start at the same time and go through the program together; or (2) customers can sign up and get started at any time without you lifting a finger. There are advantages to setting up both and you can mix them up for even better results.
(1) Program with a set start date
Since everyone starts on the same date and receives the same information every day during the course of the program, you don’t have to worry about setting up the autoresponder if you don’t want to. You can simply make a list of all the participants in your email newsletter provider and then schedule a series of consecutive one-on-one campaigns/broadcasts to go to this list and you are good to go.
Because everyone is going through this program at the same rate, it’s easy to manage if you want to add interactive bonuses, like a Facebook group for support or a group counseling call. These components can help you establish a greater connection with your clients and allow you to more easily “graduate” them to a higher level program.
(2) Program as an Evergreen product
You can set up the program as a perennial product available on your website 24/7. When people buy, they will enter the autoresponder list, receive all 21 emails, and follow the program at their own pace.
There is very little involvement on your part after ordering the autoresponder and payment sequence. This “set it and forget it” approach is great, but the downside is that it doesn’t require a lot of contact, so you may not be able to build rapport with participants as easily.
(3) The best of BOTH worlds
You can set up the product as an evergreen self-guided program on your website and then a few times a year relaunch it as a “special event” with a set start date and add bonuses like advisory calls, ancillary services/seasonal materials and/or private Facebook group, etc. You can add a seasonal touch to your promotional materials to keep your copy fresh.
“Relaunch” gives you the opportunity to build buzz and promote the show with new and timely content.
ADDITIONAL TIPS
Remember that an email program is not the “end” of your customers’ engagement with you. In fact, it should be the beginning of a long and fruitful relationship. When structuring and creating content for your show, ask yourself “what’s next?” – What is the next step you want program participants to take with you in order to “graduate” into a more complex program or service?