How to Increase Online Course and/or E-book Sales?
In today’s fast-paced world, e-books and online courses have become essential tools for individuals looking to advance their skills. For those offering online courses, e-books can be a vital strategic asset. Having an e-book that complements your course can give you a significant edge as an online course creator. Many prominent educators have shifted from traditional paperbacks to e-books. These educators often became bestselling authors, which greatly contributed to their success as mentors, both online and offline. Some even charge thousands of dollars for their online courses.
Today, we’ll discuss several strategies to increase e-books and online course sales. Before we start, a few questions:
- Do you have a current book or online course that your customers will find engaging? Fantastic.
- Is the e-book or online course available for sale? Great.
- Struggling with e-book/online course sales?
Don’t worry; we’ve gathered some key tips to help you boost your e-book and online course sales right away.
Test Multiple Sales Funnels and Select Those Tailored to Your Target Audience
A sales funnel is an effective method to streamline the entire sales process and increase the conversion rate. It involves guiding customers through a series of messages designed to pique interest, acquire customers, finalize transactions, and maintain customer relationships.
A successful sales funnel should be well-designed and tailored to the specifics of your business. There is no perfect sales funnel. For example, if you are selling online courses to IT professionals – they don’t like recorded webinars. They are keen to see Live Webinar with interaction. However, recorded webinars are fine for other groups.
That’s why you should test multiple options and see how it works for you, instead of focusing on what ‘others’ do.
The most popular and effective funnels you should test are:
1. Tripwire For Entry Product (Online course or E-book)
This strategy involves offering a low-priced product that’s hard to refuse, such as a mini-course or a short e-book. This small purchase helps turn potential customers into paying customers, significantly increasing the chances of future purchases.
You can even offer a free product. A great example of this method is Dean Graziosi, who offers his book “Millionaire Success Habits” for free — the customer only pays for shipping. This approach allows Dean to offer a higher-priced product to the customer in the near future, possibly even during the checkout process, as an upsell: “Two products for the price of one? Why not, since the book cost me nothing.”
Dean Graziosi offers his book “Millionaire Success Habits” for free — the customer only pays for shipping.
https://learn.mastermind.com/mshbook
One cannot fail to mention Alex Hormozi, an online creator also known as the king of digital marketing. His tripwire strategy is highly sophisticated, and the free materials he offers, including his latest e-books $100M Offers and $100M Leads, are perfect examples that free doesn’t always mean low quality. You’ll find immense value in these free resources, often better than those you would pay for elsewhere.
Alex Hormozi uses Tripwire, giving top quality free e-books (printed version are not free) https://www.acquisition.com/books
If you want to use the Tripwire strategy, you will need only two tools. Landing Page builder (e.g. WordPress) and tool like Apresly which helps you with synchronized countdown timers across email and landing page to create personalized offers with unique deadline for each potential customer. Optionally, you can set up automation in your e-mail marketing tool.
2. Video Sales Letter (VSL)
This is a short video aimed at convincing potential customers to purchase your product. A VSL should be crafted to engage the viewer from the first seconds, present a problem they face, and offer a solution in the form of your product.
For example, Pat Flynn — one of the most well-known creators — often uses VSLs to simply and accessibly explain the benefits of his courses, showing how these courses can solve specific problems for his audience.
https://courses.smartpassiveincome.com/p/power-up-podcasting
3. Live Webinar, Recorded Webinar, Just-in-Time Webinar
Webinars are a powerful marketing tool that allows direct interaction with potential customers, building trust and authority. You can host live webinars or use just-in-time webinars that are available when the user visits your site.
- Live webinars provide the opportunity for direct contact with participants, answering their questions, and building relationships.
- Just-in-time webinars are pre-recorded webinars that look like they are broadcast live. They allow users to join at any time, increasing accessibility and convenience.
Pat Flynn effectively uses webinars to promote his courses, offering special deals available ONLY during the event. In addition to live webinars, he also uses just-in-time webinars to reach a broader audience in their own time.
With the combination of your e-mail marketing system, you can create an e-mail sequence which will be sent to webinar attendees. Inside each e-mail, you include a limited offer to join your course, with countdown timers highlighting that offer expires soon. To do that, you can use tool like Apresly which not provides countdown timers synced across e-mail and website, but also helps in converting leads to customers using personalized notifications which evoke emotions.
Create Limited Offers (One-Time Offers)
A Limited-Offer (One-Time Offer) is a powerful marketing tool used in a sales funnel to increase transaction value by encouraging the customer to make an additional purchase during the initial checkout process. The OTO is typically presented immediately after the customer’s initial purchase and is available for only a very limited time. It is crucial that the offer is attractively priced and complements the main product, enticing the customer to take advantage of the opportunity.
For example, if a customer buys an e-book on internet marketing, you can offer them a video course on the same topic at half price, but only if they make the purchase within the next 30 minutes.
One-Time Offer – Example Scenario
A customer purchases an e-book on “Advanced Internet Marketing Strategies” for $27. Immediately after the purchase, they’re presented with an OTO for a comprehensive video course titled “Implementing Internet Marketing Tactics: A Step-by-Step Guide.” This course, normally priced at $197, is offered at a special one-time price of $97, available only for the next 30 minutes.The offer is compelling because:
- It directly complements the e-book content.
- It provides a different learning format (video vs. text).
- The significant discount creates a strong sense of value.
- The time limit encourages quick action.
Managing the technical aspects of OTOs, particularly the time-sensitive nature of these offers, can be challenging. This is where specialized tools come into play. Apresly is a multifunctional platform that can handle various aspects of OTO implementation, including:
- Automated offer expiration after preset time limits (15, 30, 60 minutes, etc.)
- Seamless integration with existing your sales funnels and marketing tools
- Real-time analytics to track OTO performance
- Evergreen & Unique Deadlines
Earn While You Sleep — Automate It
Automation is key to effectively managing the sales of courses and e-books. Your products can sell even at night when you sleep and don’t think about sales. To achieve this, you can use the following strategies.
Cross-Selling
It involves offering customers complementary products to those they are already planning to buy or have bought. This strategy not only increases the shopping cart value but also enhances the customer experience by providing them with more value. Here’s how you can effectively implement cross-selling:
Know your customer: Understanding your customer’s needs and preferences is crucial. Use data collected from previous transactions to offer products that genuinely interest them.
Smart recommendations: Use analytical tools and recommendation algorithms to suggest complementary products. For example, if a customer buys an SEO course, you can offer them an e-book on advanced SEO techniques or SEO analysis tools.
Timing and placement: Present cross-selling offers at the right moments—on the cart page, on the purchase confirmation page, or in post-transaction emails.
Pat Flynn uses cross-selling by offering additional materials for his courses. For example, if someone buys a podcasting course, Flynn might offer an extra e-book on advanced audio editing techniques.
Up-Selling
Up-Selling is a technique that involves encouraging customers to purchase a more expensive or premium version of a product they are already planning to buy. With upselling, you can increase the value of each transaction. Here are some upselling strategies:
- Adding value: Ensure the higher price is justified by additional benefits. For example, the premium version of a course might include extra modules, live Q&A sessions, or bonus materials.
- Bundles and packages: Create bundles that combine the main product with additional services or materials. For example, offer an online course along with individual consultations.
- Clear communication: Explain to the customer why it’s worth investing in the more expensive product. Focus on the benefits the higher version brings, such as better results, faster achievement of goals, or unique materials.
Alex Hormozi utilizes upselling by offering more expensive packages of his training programs. If a customer buys the basic training plan, Hormozi proposes a VIP version that includes additional coaching sessions and personalized training plans.
Evergreen Funnel with Unique deadline
Evergreen funnel sales process operates automatically all the time, generating steady income without the need for continuous new marketing campaigns. Here’s how you can create an effective evergreen sales funnel:
- Lead magnet: Create a valuable free resource, such as an e-book, webinar, mini-course, or checklist, that attracts potential customers into your sales funnel.
- Automated email sequence: Build a series of emails that gradually build trust and lead potential customers through the sales process. These emails should educate, provide valuable information, and gradually present offers.
- Dynamic content: Use dynamic content on your website to tailor messages to different audience segments. For example, you can personalize landing pages based on traffic sources or user behavior.
- Sales automation: Utilize marketing automation tools like Mailchimp, ConvertKit or ActiveCampaign to manage customer communication and automatically deliver offers at the right moments.
- Testing and optimization: Regularly test and optimize your sales funnel. Conduct A/B tests on various elements such as headlines, offers, and CTAs to identify the most effective strategies.
Evergreen sales funnel can be configured using a combination of three tools: e-mail marketing platform, landing page builder (or webinar platform) and tool like Apresly which helps in setting unique deadline for each potential customer.
Don’t Let the Customer Leave the Site — Use FOMO and Scarcity Method
The scarcity method involves creating the impression of limited product availability, motivating customers to make quick purchases. You can achieve this through:
- Countdown Timer: Unique deadline with counting down the time until the offer ends,
- Limited Spots Available: Informing customers about a limited number of available spots in a training session.
- Exit popups: capture the attention of visitors who are about to leave the webiste
Dean Graziosi effectively uses exit popups on his websites to capture the attention of visitors who are about to leave without taking any action.
Dean Graziosi effectively uses exit popups on his websites to capture the attention of visitors who are about to leave without taking any action. By strategically timing these popups to appear just as users are about to exit, he can present compelling offers, discounts, or valuable content that encourages them to stay longer, sign up for a newsletter, or make a purchase. This tactic not only helps to reduce bounce rates but also increases engagement and conversions, making it a crucial element in his digital marketing strategy.
https://learn.mastermind.com/mshbook
Alex Hormozi has another strategy involving FOMO. When someone wants to purchase a training, they can’t just add it to their cart, pay, and attend the session. Hormozi informs them that space is limited, and only selected companies will have the chance to attend the workshops. This makes his product a premium one. Isn’t that proof that a well-crafted offer is king?
Personalize the Offer — Show That You Care
Personalization allows you to tailor the offer to the individual needs and preferences of customers. Use demographic data, purchase history, and user behavior to create more personalized marketing campaigns. Address potential customers by name in emails if possible. Focus on building a relationship, gaining trust, and communicating, “I know you, I know your needs, I have a solution for you.”
Pat Flynn uses personalization in his marketing emails by segmenting his subscriber list based on their interests and previous interactions.
His marketing communication is very personal and focuses on building a relationship with the customer, taking care of their needs from the first emails.
1. Segment your audience
Segmenting your audience into distinct groups based on their interests, behaviors, and demographics allows you to send more relevant content and offers to each segment. Analyzing purchase history helps you recommend complementary products or upgrades, showing that you understand their needs and enhancing their overall shopping experience.
2. Create Personalized Email Campaigns
In personalized email campaigns, addressing customers by name and customizing content to align with their interests and past interactions with your brand makes a big difference. If a customer has shown interest in a particular topic, send them relevant articles, tips, or product recommendations.
3. Create Personalized Landing Page That Fits To Your Target
Adjusting the content and layout of your landing pages based on the visitor’s browsing history and behavior creates a more personalized experience. Follow-up emails after a purchase can thank customers, ask for feedback, and recommend related products, showing that you value their business and are committed to their satisfaction.
4. Use Surveys To Know The Best Your Ideal Customer
Using surveys to gather insights about customer preferences and experiences helps you personalize future communications, demonstrating that you listen and care about their opinions. Including a handwritten note or a personalized message with your products can leave a lasting impression and strengthen customer loyalty. Offering exclusive discounts or special deals based on the customer’s buying behavior or loyalty status makes customers feel valued and appreciated.
Use Storytelling — Sell The Emotions
Storytelling is a powerful technique that can significantly increase sales conversion. It involves telling stories that engage the audience, build an emotional connection with the brand, and help convey the value of your product. Introducing storytelling into your content can bring numerous benefits, such as increased engagement, customer loyalty, and ultimately — conversions.
Famous creators often share their stories about how they built their busin
Famous creators often share their stories about how they built their businesses from scratch.Pat Flynn does the same, explaining what he did when he lost his job and where he found the motivation to build his current business.
Everyone started somewhere, went through ups and downs — use your story to build a bond with potential customers, convey, “Hey, I was in your place once too. I’ll help you. Look, I succeeded.” You can also, like Alex Hormozi, mention stories of your customers who achieved significant business success thanks to your courses. Such stories not only present specific benefits but also show real results.
Remember to Optimize Your Website for Conversions
Your website should be user-friendly and maximize conversion rates. Focus on:
- Only one CTA: All links that move the customer outside your landing page should be removed.
- Clear CTAs (Call to Action): Visible and attractive buttons encouraging action,
- Simple Purchase Process: Minimizing the number of steps needed to make a purchase,
- Responsiveness: Ensuring the site runs smoothly on all devices.
BONUS: How Apresly Increases Online Course and E-Book Sales
Apresly is not just a countdown timers provider, but a powerful tool that enables you to create one-time offers and effective sales funnels with unique deadlines. It also helps with converting undecided visitors into customers using social proof notifications and evoke emotions from personalized messages supercharged by AI.
Summary
Selling online courses and e-books requires a thoughtful strategy tailored to your business. There are many techniques and methods that together create a cohesive sales system and can help you increase conversions. Developing sales funnels and creating one-time offers is not all.
Remember to consider automating your sales and use available market tools, as well as the scarcity method. Is your potential customer about to leave the site or close the email? Utilize their FOMO on something useful. Don’t forget that emotions can sell — start using them in your marketing campaigns. By drawing inspiration from popular creators like Pat Flynn, Alex Hormozi, and Dean Graziosi, you can create an effective sales strategy that delivers tangible results.
