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From Retail To Email: Capturing Unknown Customers

How To Get Retail Customers To Give You Their Email Address And Beg For More

One of the great tragedies of selling retail, whether physical or digital products, is the anonymity of the buyer – your customer, and the most likely candidate to buy more products from you in the future.

If only there were a way to reclaim these lost contacts – the shoppers at Walmart, Target, or online marketplaces like Amazon or Apple (both notoriously defiant about providing any identifying information about YOUR customers). Well, we have great news – there IS a way, and it not only puts you in contact with your deserved customers but actually makes them more happy and improves the value of your product!

Sound too good to be true? Well, it’s real and happening right this minute, and it may be the most important piece of advice you discover for a long time.

Nick Night is CEO and Co-Founder of Revizzit, and has just put the finishing touches on his new book, SYNCED: A Visionary Approach To Turning Your Products Into Live Broadcasts, Your Customers Into Lifelong Connections, And Your Business Into A Marketing Machine.

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In this exclusive, sneak peek inside his book, Nick discusses ways you can connect your products to each other, and create a synergy that leads directly to more sales. He also lets us in on a simple technique to capture those anonymous retail customers and pull them into your funnel with tractor-beam like force.

From Night’s book, SYNCED, chapter 4.1…

There are two ways to live-connect products: digital-to-digital and digital-to-physical. Creating a live-connection between two physical, non-electric products may be somewhat difficult, unless it is two soup cans and a piece of string. So, for the moment, we’ll concern ourselves with connecting two digital products, or a digital and a physical product together.

Digital to digital

Let’s start with our digital products. These can be similar products, such as two ebooks, or it can be dissimilar products, such as an ebook and a video, or a software product and an audio series. Our goal is to connect the products in ways that expose our customers to the rest of our catalog. We’ll dig deeper on this in chapter 4.2.

But having a live connection means you can do more than just advertise the products. The products you connect can become part of the fabric of your product, providing additional value and key benefits. For example:

Content previewing: One of the best ways to bridge your products is to include sample content in each product. Timothy Ferriss has incorporated this quite successfully in his three best-selling titles: The 4-Hour Workweek, The 4-Hour Body and The 4-Hour Chef. Each of these books contains a bonus section with substantial excerpts from the other two titles. I think I only lasted about two days after purchasing The 4-Hour Workweek before I bought The 4-Hour Body. Great content is hard to resist. (I also lost about 10 pounds and changed my eating lifestyle following the advice in his book – but that’s a story for another day…)

However, the imperative here is that it needs to be high value content; so don’t just give them the first chapter (ala Amazon’s Look Inside feature). Make sure you give them the best content from the other titles, and the sales will follow. This applies to media content as well – include your #1 audio series episode, your best 15 minutes from your video course or a light, but beneficial, version of your software application.

iBook/Kindle to Revizzit: How great would it be to actually know who the customers are that buy your Kindle and iBooks? Unfortunately, both Amazon and Apple consider the purchasers of your book to be their customers, not yours, and do not provide any uniquely identifying customer information to publishers.

However, there is a strategy that not only gains you the customer’s email address for your list building, but also creates the live-connection to accomplish the objectives of this book.

By adding a page at the front of your book with a Revizzit product link that offers your reader a free, enhanced companion version of the book (or even just enhanced bonus materials), you can convert your ebook buyers into synced customers and harness the new marketing strategies discussed herein. Make sure the offer is of highly perceived value to ensure the maximum conversion rate.

I discuss my actual experiment with this in chapter 6.3, about using the Vouchers feature. Spoiler: I had a #1 bestseller in less than 24 hours!

Physical to digital

If your company sells or distributes any kind of physical goods, whether it’s books, sporting equipment, yoga mats or kitchen widgets, this section alone could transform your business overnight.

When you sell a physical product through merchant outlets (as opposed to direct sales), one of the core elements of your business gets lost – the ability to market to your existing customers. In fact, you don’t even know who your customers are!

This is not exclusive to the brick-and-mortar retailers, either. Neither Amazon nor Apple will provide you with any identifying customer information from those that purchase YOUR products!

Physical products sold through retail outlets traditionally result in thousands of “anonymous” customers. By including a built-in digital component, the customers’ information can be captured during redemption, resulting in not only an email lead, but also (if on Revizzit) a live-connected user.

Here are some ways to achieve this transformational objective for your company:

The first step is to create a highly valued, exclusive* companion digital product that complements the physical product. For example, if you were selling yoga mats, you might include a free, one hour yoga essentials video with each purchase. Or if you are selling a juicer, you might produce a dozen quick and easy juice recipes (as an enhanced video book) for a healthier lifestyle.

Another example would be a bonus training manual, showing some additional creative ways to use the physical product, such as “20 more things you can use your yoga mat for everyday”.

Whatever the incentive is, by getting your customers to redeem your free gift, you are accessing the most highly converting, least expensive marketing leads in the world – satisfied customers. And by providing this extra value, you just made them even more satisfied!

*Note: Make sure the gift is only available to buyers of the product. This exclusivity increases the perceived value of the offer, and if delivered on Revizzit, also creates a live-connected product that only customers can access, providing yet another marketing channel for deals and promotions.

There you have it! One simple change you can do right now that will forever change your business – and it can start being effective overnight!

If you’d like to read more of Nick Night’s book, you can purchase the live-connected eBook on his website, SyncedBook.com

If you liked this article, make sure to share it, tweet it, post it or mention it at cocktail parties.

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