Something morbid to mull over on this sunny afternoon:
I saw this story in the local paper today among the letters to the editor.
“Today I took the bus to work. A sweet old lady got on after and sat next to me. Halfway there, she fell asleep, her head on my shoulder. I gently tried to wake her up before my stop. She wasn't sleeping. I let a dead woman lie on me for 30 minutes.”
It’s something every online marketer should contemplate, because sometimes our offers die on us and we’re the last to know.
We keep pumping money into ads, thinking the rising acquisition costs are just a reflection of Facebook and Google nearing maximum ad load.
We keep changing the landing page copy to wake up the sleeping beauty.
But sometimes the offer is just... dead. It’s run its course and its appeal has now expired.
The market is no longer interested.
But we don’t realise it, so we let that “dead” offer lie on our site for months.
At that point, the only solution is to gently lay it to rest.
The trends have shifted. And now it’s time to create something new to tap into the prevailing sentiments of the market.
But to do that, you first need to understand why people are no longer opting in to receive the old offer.
After all, it did so well in its glory days. So what changed?
Until you grasp that you can’t come up with the “next big thing”.
So go back to your target buyers and ask them.
Specifically, there is this one question you should be asking in your welcome email if your opt-in page starts to convert below 10%.
I teach it in the “Copy/Paste Autoresponder Module”, which is available as a bonus in the Standard and Complete Editions of FAST50.