[MUSIC PLAYING] Some of you are probably thinking you already have a brand built around your business. And that's a fantastic starting point. But you can take a different stance on your brand once that first purchase is made. The beauty of the post-purchase funnel is unlike traditional inbound sales funnels. You have already built that trust with your customer and you can more easily push customers from the top of the funnel through the conversion in a single touchpoint.
You have the potential to land your second sale from a customer right from the confirmation email of your first. You may have heard the classic sales term "Always Be Closing" or ABC. With post-purchase marketing, I like to take an altered approach-- ABCS, Always Be Closing Subtly. There is a time and a place to push a promotion to close that first sale with a new visitor.
But once you've made it, every touchpoint with your brand that a customer has is a new opportunity to plant the seed for their next purchase. And there are a lot more potential touchpoints than people think. Don't just send templated-looking emails that people will skim through quickly and close. But rather take the time to custom-design automated emails that pack a punch of brand.
Here's an example of the same automated email side by side. One utilizes a stock template. The other is a custom-designed, branded email. The difference is dramatic. Even though the customer has to read them to make sure their order went through successfully or their item is shipped, why not put a smile on their face or teach them a fact they didn't know before. Remember Snapple Facts?
They had nothing to do with the product at hand, but they got people talking. Anything that you can do to engage with your customer base is a form of sales technique. You don't have to restrict yourself to something as direct as industry-specific topics. Take a step back and think of your business conceptually. If you sell luggage, you're really in the business of travel and experience. That means you can build a talking point platform from pretty much anything that relates to that much larger overall market and it will most likely resonate with a lot of your customers.
Anything from tips on booking cheaper flight prices to the best burger joints in major cities around the world is on the table. The key here is to pick a topic or broad enough set of topics where you won't find yourself short on runway after your first 50 messages. Something that will stick in their heads and give them something to talk about when they're considering making their next purchase or referring your product.
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