Your Passive Profit Pyramid to Prepare for PR

By Guest Blogger Christina Jandali (with a few PR comments from me).

SUSAN’S INSIGHTS RE: PR + Passive Profits:

Publicity is a vehicle to help you generate passive income as it drives organic traffic to your website through radio, TV, print, podcast and blog interviews / articles.

It’s important to have your systems in place which includes your opt-ins, funnels, webinars, sales pages, scripts, and social media strategy.

Christina Jandali explains how to generate passive income and passive profits so you can then scale your passive profit pyramid to put much of your business on autopilot.

I’ve made some comments about how scaling for passive profits synchs with your publicity campaign.

Last week I went to a conference and I wanted to share some of my biggest takeaways with you.

The one question that got asked a lot was….

How can I add more $$$ to my bottom line, without sacrificing time?

SUSAN’S INSIGHTS RE: PR + Passive Profits:

Many people want to promote something — like a book or themselves. But what the most savvy entrepreneurs know is that that model isn’t scalable — because it’s your one-on-one time.

When I work with clients I encourage them to look for the intellectual property that they already have that we can convert into a course, a program, or a downloadable audio, video, printable that they can sell to dozens, hundreds or thousands.

Then, when people who have heard, read or seen you in the media come to your website they can purchase something other than your expertise and time.

Maybe you’ve wondered this yourself….

I know I’m still learning ways to be able to do this and I want to be fully transparent with you here, that although I teach this, I too can continue to learn and perfect these.

This is where more people focus. How to get more clients. But it can be short-sighted. Sure if you’re just starting out, this is your priority! But the further along you are in your business, the value is in the lifetime customer value or the length of your relationship.

It’s way easier to sell to someone who has bought from you before and it costs you nothing, versus generated new leads and converting them. Of course you want to have some focus here, but be mindful of the other two points.

The best ways to sell to more people are:

#1: get more leads

#2: increase your conversions (on sales calls, webinars, sales page, sales emails, etc)

2. You can increase the average purchase price

My simple solution to this is to raise prices. It’s a quick and easy fix, especially for the big chunk of online entrepreneurs who undervalue their programs and services.

Another suggestion for this at the event was to add upsells. This is where you make an offer on the thank you page after someone purchases from you. This is an area that I know I can work on for my launches.

Although I have used upsells in my funnels, during a launch I’ve never offered an upsell and I am leaving money on the table. I could expect to see 20% of buyers take me up on such an offer.

Another way of increasing the average purchase price is to offer a VIP option, which you’ve probably noticed I use and highly recommend. There is always a segment of your audience that wants to go deeper with you and are willing to invest at a higher price point for this.

3. You can increase the lifetime customer value

When I worked with financial advisors, this was a goldmine of potential revenue. One of the first things I would do is help transition the way they do business. Instead of charging commission per buy or sell trade, we would transition their business to a reoccurring fee.

In the online space, you see this model being used with Membership sites.

Here are some other ways to increase the lifetime customer value:

• This one came from James Wedmore. After people buy his BBD program during his launch, he sends them a thank you email along with a 20% coupon that they can use within 48 hours on his entire product suite.
• Using an ascension model. Although this is more advanced and isn’t recommend when you are just starting out or at least until you have perfected one offer. An ascension model is basically a ladder of offers that lead into each other. Here’s my own example:

They are one of the best tools for building community and getting paying clients. Hands down.

But beyond that, it’s one of the best ways for your peeps to have an inside scoop and pulse on you, your business and the message you have to share with the world.

SUSAN’S INSIGHTS RE: PR + Passive Profits:

One way to build your credibility is to create your own Facebook group.

4. Host a Facebook Group.

I always teach my students, if you are a Facebook group host you want to make sure that you’re getting people from your Facebook group onto your email list as well, which is an asset you own and you can continue to market to, no matter what.

If you’re building your business off of other people’s Facebook groups, are you bringing those connections back to your community where you are in the driver seat?

Mark Zuckerberg has announced his commitment and vision in growing Meaningful Facebook Groups.

So the way I see it, they are here to stay.

And those who have a purpose or a mission behind their community, who are using their group as a tool to connect and have a greater impact, will stand strong when the current goes out.

SUSAN’S INSIGHTS RE: PR + Passive Profits:

There are some marvelous opportunities to share your knowledge within other people’s already established Facebook Groups if you don’t want to start your own so you can build your business organically and authentically using online marketing vs. traditional publicity. Here’s how.

(With a note of warning. You have no control if that host decides to shut down that group so don’t put all your eggs in one basket. Many hosts are doing that given that the changes in Facebook and perceive market saturation. Find a number of groups that cater to your ideal market).

And my takeaway to increase the lifetime customer value of my client base is to perfect and shrink down my ascension model. I will be retiring some of my own programs and narrowing my own focus to deliver the best value possible, for my clients.

Christina Jandali is a Biz growth strategist who teaches coaches to create solid cash creating strategies for their online business.

SUSAN’S INSIGHTS RE: PR + Passive Profits:

Join us for the passive profits masterclass so you can create your offers BEFORE you begin your publicity campaign so you can monetize your appearances. You will have the choice of getting insights from any or all 40+ experts. Go here now to register.

Check out our PR and Media Training Workshop to Jumpstart your Publicity