The Nitty Gritty:
- Bushra shares exactly how she takes her people from what she calls Dread to Dream, including the different products that meets customers wherever they’re at.
- What Bushra’s promotional strategy looks like for 2018.
- What Bushra does to create buzz around her launches and why she only opens Persuasion Hacks Lab for 48 hours at a time every month.
- How much Bushra makes every month on Persuasion Hacks Lab — and how much she spends on Facebook ads to grow her list.
- Bushra talks us through the psychology behind her Facebook ad strategy and why her goal is only to add people to her list (plus, how she builds a list for buyers instead of what she calls freebie hunters.)
On this episode of Power. Profit. Pursuit., I talk everything products, persuasion, and promotion with the hilarious Bushra Azhar, copy strategist at Persuasion Revolution and mom of two living in Saudi Arabia. Bushra takes us behind the scenes of her successful launches, what her sales process looks like, and why she focuses on building a list of buyers (20% of her list are buyers!) and not just freebie hunters. It was an absolute pleasure to chat with Bushra and I hope you enjoy the conversation as much as I did.
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On creating products for your customer’s journey from Dread to Dream
The way I have structured my products is that I imagine a problem that I see, a person who is facing a problem, and I map out a journey. I call it the “Dread to Dream Journey.” The person is in a dreadful situation and you need to take them to a dream situation. When I map out that Dread to Dream Journey, I don’t just create one solution that takes them from the dread to the dream in one full step.
— Bushra Azhar
Bushra creates products that help her customers solve 20% of their problems, 60% of their problems, and 100% of their problems, depending on where they are in the journey. Each product brings her customers closer and closer to their dream — and further away from the dread.
Look at your customer’s journey then look at your products. Are they helping your customer make 20% headway on their pain point? What about 60%? And what does your 100% transformational product look like?
If you only have a 100% transformational offering, how can you meet some of your customers needs by offering an entry-level product at 20% that helps them help themselves — then want more and continue onto another product?
How to capitalize on launch buzz to sell different tiers of products
You create a lot of hype, you pay money to create, you create money to create a buzz, but you can’t just milk all that buzz with one product. You can’t just milk all that buzz with just one launch. You have to keep in mind that the buzz will continue to the next launch. You just need to give people a path to move to the next launch.
— Bushra Azhar
Bushra walks us through how she runs her Sold Out launch — and she reminds us how important it is to capitalize on the energy and interest captured during any launch. While some people may be ready for a higher investment product like Sold Out Launch with a $2,000 price tag, she always offers Persuasion Hacks Lab as a down-sell.
If you have an upcoming launch, do as Bushra does and offer a lower price point product to anyone who doesn’t buy your main launch offering. So much energy and money goes into a launch — so capitalize on it.
Why selling budget programs sets you up for failure
When you’re only selling budget, you are setting yourself up for failure to scale beyond a certain point, because there are people out there who want more support, more transformational experiences, more time with you, more coaching, more things, and you’re not letting them do it.
— Bushra Azhar
Finding the pricing model that works for you and your business is incredibly important to a sustainable business model. Bushra is passionate about a sustainable and profitable sales process. Part of that is understanding who you want to work with and what they want from you.
While some people may only need what she calls a 20% solution, there are countless more who want a higher touch service that you aren’t providing by selling only budget solutions. How can you revamp your existing products to meet the needs of customers who need more from you? How can you restructure your products to meet the needs of customers who need less?
Listen to the full episode to hear even more from Bushra on the products she uses to take customers from Dread to Dream, exactly what her promotional strategy for 2018 looks like, and how she runs her Facebook ads to “seduce” prospects.