"marketing" 101 (a msg to providers)
as some of you know, I'm not really an IT guy.
i'm a copywriter. some would define me as a "salesman" in print, others a marketer, but i'm a copywriter. i've written webinars that have done $50,000 in an hour. i've written evergreen autoresponders that have generated upwards of $300,000.
generally speaking hosts have zero clue on how to sell, so rather than making a tutorial about how to secure your KVM, i'm making a tutorial on how to sell.
let's dive in:
1) you're a human, your customers are humans.
at the end of the day, when you communicate you need to communicate as a human, not a business. you need to show emotion.
people like @seriesn do this well.
2) create a cult.
people believe in you & your cause. people meme @dustinc for good reason, because he's created a cult like following.
it doesn't matter he had an exit scam in the past, people have totally forgot about it because of his cult-like following. he also saves face a lot, and I think he'd do better if he showed more humanistic characteristics rather than being overly professional.
which leads me to my next point...
3) create a spectacle.
thus brings @cociu -- he's overly humanistic, that's why people wish him doing well, they've bonded with him. it's the trump effect, controversy brings eyes and if you've ever heard "all publicity is good publicity" -- it's somewhat true.
you'll attract people who don't like you, but you'll also bring people who do like you and will buy your services.
4) create a USP.
with good copy, good marketing, good sales, you don't need to race to the bottom of the barrel.
let's look at OVH for example, relatively budget service but provides some of the best DDoS protection for the price, that's a USP.
alternatively, you don't even necessarily need a USP @seriesn provides a sense of humanity and people bond with him and will buy his services even though he's ultimately a reseller.
5) social status, testimonials.
here brings @Francisco -- he runs a solid service, not too cheap not too expensive. not a great service, but not bad. down time every now and then, but he has social status and testimonials.
usually he doesn't get emotional and let's his service talk for itself, he's been around long enough to acquire the social status and testimonials to let his service talk for itself.
once you build your name and brand up to a certain point you don't have to do as much, people already have a feel for your character.
of course he has value adds, such as directadmin, blesta, etc, but at the end of the day people buy from buyvm not for the best service, but because he has social status and testimonials, and ultimately you know he'll be around.
6) LET is not the best source for sales, it's the best source for eyes.
you shouldn't rely on any platform for sales, you should solely rely on it for publicity.
only rely on what you can control. SEO is somewhat valuable, but Google could slap you down at anytime and fuck bing.
build an email list. get eyes on your offers, get emails. you'll own that email list forever.
7) loss leaders AKA trip wires.
in the marketing game, loss leaders are referred to as trip wires.
that $0.01 for the first year shared hosting offer with a renewal of $47 will do you wonders.
this contradicts my previous point of racing to the bottom, but the point isn't to price your services low, it's to introduce people skeptical of your service with as little resistance as possible.
set the introduction low, but let them blatantly know it will renew at X amount. for cold audiences this will work wonders, particularly if you have an upsell.
if you can master this you can expand outside of LET and actually run paid advertising.
and that's an end to this for now, I could go on, but this covers a decent amount of bases.
the reject sirfoxy.