Internet Marketing Digital_marketing_for_dummies | Page 35

FIGURE 1-11: This onboarding packet builds excitement and teaches the customer how to be successful with our product.
The value of the offers you make should far outweigh the price paid by your
customer. Deliver great products and services and create marketing campaigns that
encourage the use of those products and services. After all, your customers aren’t
likely to continue buying or promoting your brand to others if they aren’t using the
product or service themselves.
Step 6: Making the core offer sale and more
At this stage, prospects have developed a relationship with your brand. They may have
invested a bit of time or money with you. People who develop this rapport with your
company are much more likely to buy a more complex, expensive, or risky product or
service from you. We call this jump from passive prospect to buyer ascension.
Unfortunately, this is where most businesses start and end their marketing. Some ask cold
prospects to make risky investments of time and money with a company they know nothing
about. This is the equivalent of proposing marriage to someone on a first date: The success