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How do I get people to buy more volume of a one-time purchase product?

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People buy it once, they don’t need to buy it again. How do I get people to buy more volume of a one-time purchase product?

My problem being is that my main product is cabinet knobs. People buy it once, they don’t need to buy it again. I don’t really have a higher level product to be getting people deeper and deeper into my funnel for. So what I’m wondering is, is there a great funnel that can be used for a core business like mine, selling cabinet knobs that can get people to a higher level of purchase? Or does it really not make so much sense to be doing that for cabinet knobs? And I should be moving on to something else.

Question Featured On: Episode 2 - #AskRussellAnything

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Answer:

So a couple of things I would do. Number one, and I know it’s because right now my house is being demolished, we’re putting in a whole new kitchen. So prior to somebody wanting to demolish and get a kitchen, where do they start thinking about? What do I need? Cabinets, countertops, they start looking for things. So first thing, I would probably make some kind of landing page that was the top 100 coolest looking cabinets that I was able to find online. Then I’d go to Pinterest and search a bunch of cabinets and make a page and have all the things in here and make a simple opt in box that’s like, “Opt in here to see the 100 coolest cabinets.”

I saw this work really successfully in the real estate market. There’s a guy locally here who didn’t want to sell $100,000 homes. So he thought, I’m going to make a funnel and basically I’ll have someone opt in to be able to get an email every week for the most expensive houses for sale in Boise. Smart. Because who are the people who opt in to see the most expensive houses in Boise, probably? The people that got money.

So I opted in, and every week you get, “Here’s the 8 houses that are going to sell for over a million dollars.” I see them and I’m like, “Oh this is cool.” And that dude, I met him, he actually interviewed me on a radio show and I asked him how the whole thing worked and he was like, “Yeah, it’s cool because I don’t have to go out and show houses, $100,000 houses. The only people who call me are people who want million, two million, three million dollar houses. I’m just emailing them. I built a list of over 5,000 people here locally in Boise and every week I email them out the most expensive houses. I make deals all day long.”

So I’d do the same thing with cabinetry, show them all a bunch of cool stuff and you’re the guy sending those things then they’re going to reach out to you. That’s number one. Number two funnel I would do, I would do a funnel that’s a high ticket funnel. I would find somebody that I did the most amazing job, I would go to their home, I would film the cabinets, before and after, and just get a really cool video and I would show that. Have some custom cabinets. Click here to see our most recent work. And they come to the page and there’s a video that shows the transformation of a home, before and after and all that kind of stuff.

Below it be like, “If you would like me to come to your house, unfortunately we can’t do everybody’s because we’re really busy. We’re a one man, two man shop which is why this looks so good and we only do one a month, but if you’re interested in being one of our twelve people this year, put your name and email address down below and let me know.” Actually, I wouldn’t do just their name and email, I would have them apply. “Apply why you think that your’s would be the best. Because I want ones that we can do dramatic changes.” However you want to pitch to position it to get the right customer you want.

“We’re looking for higher end homes. We’re looking for rehabs.” Whatever it is for the kind of customer you want, position it that way, have them apply. And you get applications and then you’re calling them, instead of you trying to pitch them on why they need expensive cabinets you’re like, “Hey, how’s it going? We do one person a month, as you probably saw in the video. We have an opening in June and one in December. I’m curious why you would think you would be the right person for us to do this for. Because what we do is art. You can go find someone for $50 to put in cabinets, but if you want something amazing, this is. I need to know why you’re the right person. Because we want to case study this, we want to show it because we’re artists and that’s how it works.”

And guess what, people will pay a lot more for art than they will for anyone else. And then it’s taking away selling. Now they’re pitching you on why you should do cabinets for them, which means they’ll spend more, which means everything else gets good.

Is that good? Am I allowed to drop it? Did I earn it? We’re dropping the mic.

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