Selling "Expensive" Products

Status
Not open for further replies.
B

BlueMendicant

JavaScript Developer
Jun 3, 2007
181
1
0
I'm an affiliate for a niche merchant who sales similar products ranging from the ordinary model for $20 to the collector models for $2000. I've never attempted to push any product for more than $100, so I was curious what I should be doing differently for larger ticket items. I don't even know if these items sell, but I can only assume that since the items are very niche and the company has been around for at least $25 years, they must occasionally get a sell.

The merchant I work with sets a "permanent" cookie much like ebay so I was thinking about throwing up a few organic pages and trying to rank for a bunch of related keywords and just trying to get the user to click through to the merchant pages.

I originally dismissed the idea of PPC -> Landing Pages for the higher priced items because I think the majority of people are just gawkers, but the thought that even if they gawk at the $2000 items, they still might buy a $50 item...10% is 10%. Thoughts?

I know the answer is "split test" but I would appreciate any other insight you might have about selling higher priced items.
 


Do you know the domainer Rick Schwartz? He said long ago his mentor told him something priceless: "When you see John Doe through John Doe's eyes, you'll sell John Doe what John doe buys...".
In other words you should try to step into the mind of your target demographic. Most people miss the subtle distinction between keyword research and market or behavior-based research. Really dig into the mind of the potential buyer. Stuff like:
-location (try google and adlabs tools)
-average income level
-average education level
-religious affiliation (if at all)
-marital status
-affinity groups (alumni locations, country clubs, etc)
Then I'd check some of the ads or magazines of people targeting a similar demographic

In each niche, for each target demographic, there are some emotional trigger words that will turn on or turn off your group.
Say most of the people you are selling to, 50% went to a New England boarding school... you might hit them smack in the face with something like
"Remember those weekend rugby games at Andover, buy this product and bring back those memories" (or whatever the hell ever...)

"Remember summering in Nantucket, when you buy this product, you'll feel like that again"

or

"Buy this product/service and [turn heads/command power/get the respect...etc] like [insert name of person this target demographic respects...you will have to do research]"

Let's say you are selling luxury jet time time share cards at $25,000. It might go like

"Buy XYZ...now you'll give [random famous/well known/well respected industrialist, business person, politician, posh actor etc] a run for his money"

if it's for women, it may go something like

"Go for [random product]....now you're giving Gweneth Paltrow a run for her money" (or whatever the fuck ever, lol)



Go for EMOTIONS & BENEFITS.
Find out what turns on the people you are selling too (and find out what can instantly turn them on as well).

One example might be to just do a behavioral search on the word "luxury" just type in that word - see what comes up...dig into it.

IF someone is shelling out big cash it's not just because of the product/services' functionality - no, they are getting some sort of value-added psychic benefit.

Lastly, I'd check out Ciadini's book, "The Psychology of Persuasion" on Amazon.com (need to double check author's name but the title is correct)

Good luck with it......
 
Nothing changes. I sell 5000$ yacht charters. It is the same deal as selling a watch.
Learn to sell, and the object itself will become unimportant.
 
Status
Not open for further replies.
Top Bottom