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FBM Digest #39: Why you need to charge higher prices, how to create better ads, and more...

Lee Chapman

Lee Chapman

FBM Digest #39: Why you need to charge higher prices, how to create better ads, and more...

I hope you've had a great week. Here are 5 golden nuggets I've found for you to use:



Have you heard of Aggressive Retargeting? It's a new marketing concept that is having some great results.


Marketing expert Aiman told me about it Tuesday.


As you well know, many customers need to see your ads multiple times before they convert. However, most businesses don't run targeting campaigns.


If you're one of them, you could be leaving money on the table because a study conducted by Criteo, a leading retargeting platform, found that retargeting ads can increase conversion rates by up to 43%!

This is where Aggressive Retargeting comes in.


You don't use aggressive copy or anything crazy like that, you simply make sure the prospect sees your face or product around the internet for a while afterwards. This keeps you top-of-mind and drives people back to your website to complete their purchase.


There are several ad types that are great for this. If you're interested in hearing more, reach out to Aiman here.


Here's an example of one of the ad types you can use:



Are you losing sales because your product looks too good?


Research by Northwestern showed that there is a 'sweet spot' a product should aim for. And it's not 5 stars...

In 2015 when the research was published, the sweet spot was found to be 4.2 - 4.5 out of 5. However, I would argue it's now 4.6 - 4.8. What does this mean to you?


It means if your sales page isn't highlighting some form of weakness or limitation, you might be losing sales because people think it's too good to be true.


It seems counter-intuitive regarding sales, but it's fairly common knowledge that people tend to want things they can't have. By saying, 'it doesn't do... and it doesn't work for... and it's only for...', many interested people will mentally sell themselves on your product.


For example, I did a trek to Everest base camp in 2016, and the more they warned me of the difficulty of the trek, the more I wanted to do it.


This reminded me of a story I heard about an ad by Ernest Shackleton. I don't think the original ad has ever been found, but rumour has it the ad below pulled in more leads than Shackleton knew what to do with... 




Following on from the previous tip... are your low prices costing you sales too??


Community member Jane told me this week how she had huge success by doubling the price of some of her items.


She creates high-quality, handcrafted jewellery and sells her jewellery at craft fairs. Initially, she struggled to get sales, but heard a story of a storekeeper who accidentally doubled the price of one of their items that had been on display for months, and it sold the very next day. Jane decided to try the same.


She said it felt like her customers' started seeing the products as far higher quality than before. This changed their thoughts from talking themselves out of buying to talking themselves into buying.


Imagine if you test doubling your price (you might also need to change your copy if you've sold on low price), and the higher price sells better!


Something to consider...




A great-looking funnel this week, built by Gitartha Sarma.


You know the rules. Tell me what you like and/or what you'd split test, and I'll send your feedback to Gitartha.


Here's the funnel


And, as always, if you want yours featured, send me your link.




"Do not relent in your pursuit, embrace aggression's mighty brute; seize your dreams with force untamed, for in business, the bold are famed." 

— Adrian S.C. Reinhardt



You've got this!


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I thought it was about time

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