I made 1 change to my sales strategy and it TANKED my conversions.
Last year, I created an offer called Beyond the Launch exclusively for my Stand Up Copy graduates.
The idea was to guide them through writing messaging & sales copy, then into a space to learn sales strategy.
A week before wrapping up, I introduced the next step into Beyond the Launch. And then I followed up as we finished.
10 of my 12 students enrolled.
I could end this email with the takeaway to sell to your existing client base FIRST.
Working more with folks you love is baller.
And the conversion rate is high. Specifically 83%.
But the next time, I changed up WHEN I introduced my graduate program and made the ask.
I waited until the program ended…
Everyone was off boarded…
Went about their next project or program…
And only 3 students enrolled.
That’s because I fucked with reciprocity decay.
Reciprocity decay is what happens when the warm-fuzzies your clients feel about working with you start to fade.
The longer you wait after they've hit a win, the less compelled they feel to take action.
Most folks wait way too long to talk about what's next for their clients.
Juuuuust like I did.
When your offer ends and you have something to sell next, you’re probably thinking:
"I’ll let them enjoy this moment…"
"I don't want to seem pushy…”
"I'll reach out next week…”
Peak moments create peak buying energy.
When your clients hit a win, that dopamine rush makes them hungry for more.
They're primed to make emotional decisions – which happen waaaaay faster than logical ones.
Time KILLS urgency, and your window of opportunity gets smaller every day you wait.
In my instance, I got lazy with the holidays.
No excuses.
But it’s a simple fix and OBVIOUSLY works:
- Celebrate their specific wins working with you
- Acknowledge their bigger goal / where they’re going
- Show how your next offer is the logical next step
Aaaand make it time-sensitive.
Stop waiting for the "perfect" moment.
The perfect moment is when your clients are going “HOLY SHIT!” and word-vomiting gratitude in your inbox.
Reciprocity decay is one of the psychological principles that play into some of the strategies I create and implement with my clients.
If you’ve done the programs… taken the courses… and are opting for implementation & specialization this year… let’s tear it up!
Past clients have worked with me on:
🧀 Messaging & sales copy
🧀 Newsletters & list building
🧀 Email marketing strategy
🧀 Sales strategy
🧀 Creative direction
It’s a 3-month container (you’re Tupperware now), and I’d love to put ya in it.
– Emelie
