Marketero · Entrevistas
$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1
14 ideas de marketing sacadas de «$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1», de Perpetual Traffic…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 28 min
- Publicada en 2025
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Acreditar el pago inicial hacia un upsell condicionado a la ejecución de acciones clave
Oferta y precioCobrar una entrada de ticket bajo y permitir que el cliente use ese importe (o un crédito superior) como descuento para una oferta de mayor valor condicionándolo a que complete tareas clave de activación (como asistir, publicar aprendizajes en redes sociales o responder una encuesta). Esto compromete al usuario en su propio éxito y reduce la fricción para cerrar la siguiente compra.
And then the third one is that I ask you to take a five question survey after the webinars But I'm giving the chance to people to win their money back if they do those four things. And then it will roll into after the webinar, we're doing a six week trial of marketing rehab Because if they attend the second one, I'm going to assume everyone paid 97 and give them that $97 discount for a six week group coaching call with me, which will be a huge significant So we're charging 197 for that six weeks. Even if you paid 17, you just got a bonus because I'm making it up to 97. So it'll only cost you…
Escúchalo en el minuto 20:51
Condicionar las pruebas gratuitas y exenciones a hitos de activación
Oferta y precioAl ofrecer un periodo de prueba o perdonar una tarifa de onboarding, se deben exigir condiciones estrictas basadas en hitos (como completar una lista de tareas de configuración en un plazo fijo). Esto garantiza que el cliente implemente el producto, experimente valor inmediato y quede comprometido antes de que comience el cobro recurrente.
I think in this case, the HR software that she was looking at, they would waive the onboarding fee if she did X, Y, and Z like eight different tasks. So it's like, then after that, then they would start charging. And I'll do like these eight tasks. By the time you finish the eighth task, you're fully vested. Like you're going to buy the software. Cause you've applied everything from it. Like the eight tasks are getting you hooked. But if you don't, you know, if you don't actually execute on all eight steps in a set period of time, they will charge your credit card. So it's free trial with…
Escúchalo en el minuto 12:04
Requerir tarjeta de crédito o un cobro simbólico en pruebas gratuitas
ConversiónNo se debe ofrecer una prueba gratuita sin recopilar los datos de una tarjeta de crédito o realizar un microcobro (como 1 dólar), con el fin de filtrar el compromiso del usuario y habilitar la transición automática al servicio de pago.
And or if you're doing a free trial, what are they going to do? It's conditional. Never, ever offer a free trial without grabbing a credit card, maybe charging $1.
Escúchalo en el minuto 25:17
Estructurar garantías condicionales como saldo aplicable a la continuidad
Oferta y precioAl utilizar una garantía de 'recupera tu dinero' basada en cumplimiento de acciones (como asistir a llamadas de prueba), en lugar de hacer un reembolso directo en efectivo, el importe pagado en el periodo inicial puede prorratearse como descuento a lo largo de los meses siguientes en la suscripción recurrente o aplicarse con mayor valor como descuento al adquirir el plan anual.
It's like, this is a perfect segue into a continuity offer. It's like you get a six week trial at 197 and then I'm selling you into marketing rehab, which is a weekly meeting mastermind. And then in that second, I was like, if you see the screen, I have it here is if you do the six week trial, I'll actually let you win your money back again, where you attend all six calls. You attend an orientation call, a transformation post and a check-in call. So there's a three orientation, check-in call, transformation feedback call. If you attend those three calls and you attend each of the six sessions…
Escúchalo en el minuto 26:23
Condicionar las pruebas gratuitas y reembolsos al compromiso del usuario
Oferta y precioNo se deben ofrecer pruebas gratuitas sin condiciones; estructurar la oferta exigiendo que el usuario cumpla acciones o requisitos de uso específicos asegura su activación y compromiso antes de validar la gratuidad o el reembolso.
If you are a software, if you are like a coaching company, if you're doing, you know, gym memberships, like there is an opportunity here to really get a kick ass front end offer and attract more customers using these types of techniques, whether or not you do win your money back or whether you do a free trial with conditions. Because you should never give a free trial with no conditions.
Escúchalo en el minuto 15:20
Otorgar reembolsos condicionados en forma de crédito para futuras compras
Oferta y precioEn ofertas del tipo 'recupera tu dinero' ligadas al cumplimiento de metas en un plazo determinado, entregar la devolución como saldo o crédito aplicable al siguiente producto o suscripción fomenta la retención y la continuidad dentro del negocio.
So the win your money back offer, one of the big keys that he does mention in this book is that if you are going to give their money back for a set period of time, let's say it's a 30 day period because they have done X, Y and Z. Let's say that seven different things that you need to do in order to win your money back It applies to signing up for an HR software or any sort of software is that you can then use that credit for the next offer or for the next purchase.
Escúchalo en el minuto 18:15
Mecanismo de oferta «gana tu dinero de vuelta» para incentivar el progreso y facilitar el upsell
Oferta y precioEn lugar de ofrecer una garantía de reembolso tradicional, el modelo «gana tu dinero de vuelta» (win your money back) plantea que el cliente gane el importe pagado como crédito si completa las acciones requeridas del programa. Esto condiciona la recompensa al compromiso real del alumno y permite transferir ese dinero hacia una compra o programa de mayor valor.
So when your money back is essentially a chance of someone's going to buy, instead of giving a guarantee of like conditional guarantee or an unconditional guarantee for their money back, you're giving them a chance to win their money back, which is still kind of like a conditional guarantee. But as long as you participate, I'll just let you, I'm saying roll over the money so that you can use that as a credit. So it's just essentially a way that you can show up, do the things that you wanted to do. And then that will become a chance for you to apply that credit for an even bigger purchase…
Escúchalo en el minuto 6:24
Condicionar las pruebas gratuitas para asegurar el compromiso del usuario
Oferta y precioNunca se debe ofrecer una prueba gratuita sin condiciones: exigir que el prospecto cumpla ciertos requisitos o hitos de uso activa al usuario y mejora la conversión a cliente de pago.
You should never give a free trial with no conditions. So if you're ever offering a free trial for anything that you sell, always have conditions that they have to meet.
Escúchalo en el minuto 0:00
Estructurar la garantía «recupera tu dinero» como crédito hacia contratos de largo plazo
Oferta y precioCobrar un importe inicial por un reto o periodo corto con la posibilidad de recuperar el dinero al cumplir un objetivo parcial funciona como palanca de retención cuando se ofrece transferir ese monto ganado como crédito directo hacia una membresía anual o compromiso a largo plazo.
And this example from like what we saw in the book was you had to put money down. And one of the things he had talked about was like, if you lost weight, if your goal was to lose 50 pounds and you're in this initial six week trial and you're like, cool, you've lost eight pounds. So why don't we give you the chance you can win all that money back and apply it into your annual membership so that we can keep going towards your goal? So there was a dollar amount put down first. You could do a win your money back on that. But your main goal is really is to lose 25 pounds, which you know is going…
Escúchalo en el minuto 13:15
Precios escalonados por fase temporal para incentivar la compra temprana en eventos
Oferta y precioEstructurar el precio de un evento en función del momento en que el usuario compra (por ejemplo: precio mínimo antes del evento, precio intermedio durante la emisión en vivo y precio completo tras finalizar) para premiar la puntualidad y generar urgencia real de compra.
So that's 17, what did you say? 37 and 97? 17 if they buy before the webinar, 37 if they buy during the webinar, 97 if they buy after the webinar. So we're charging 197 for that six weeks.
Escúchalo en el minuto 21:42
Oferta y precioOfrecer un precio más bajo a tráfico frío antes de un evento y aumentar progresivamente el costo durante y después del mismo compensa el riesgo del comprador desconocido e incentiva la conversión temprana conforme se construye confianza.
So if you want to have the VIP, it's $17 before the webinar, 37 during the webinar or $97 after the webinar. So I like it's cheaper in the beginning because it's called the stranger tax. If you're seeing this as an ad or whatever, and you don't know me well enough to justify $17. You don't have to buy until maybe during the webinar. You're like, wow, this is so good. I need this recording. Okay, you delayed. You didn't get to take advantage of the stranger tax discount.
Escúchalo en el minuto 19:17
Oferta y precioOfrecer un precio más bajo a tráfico frío antes de un evento y aumentar progresivamente el costo durante y después del mismo compensa el riesgo del comprador desconocido e incentiva la conversión temprana conforme se construye confianza.
So if you want to have the VIP, it's $17 before the webinar, 37 during the webinar or $97 after the webinar. So I like it's cheaper in the beginning because it's called the stranger tax. If you're seeing this as an ad or whatever, and you don't know me well enough to justify $17. You don't have to buy until maybe during the webinar. You're like, wow, this is so good. I need this recording. Okay, you delayed. You didn't get to take advantage of the stranger tax discount.
Escúchalo en el minuto 19:17
Sustituir garantías incondicionales por el modelo de 'ganar tu dinero de vuelta'
Oferta y precioEn lugar de ofrecer una garantía de reembolso incondicional tradicional, plantear la oferta como la oportunidad de recuperar o 'ganar el dinero de vuelta' sujeta a la ejecución y logro de resultados genera mayor compromiso del comprador.
There is an opportunity here to really get a kick-ass front-end offer and attract more customers using these types of techniques. Instead of giving a guarantee, an unconditional guarantee, for their money back, you're giving them a chance to win their money back, which is...
Escúchalo en el minuto 0:02
Estrategia y decisiones de negocioEl crecimiento sostenible de una empresa requiere separar y equilibrar el rol del visionario (que lidera la estrategia y la visión comercial) con el del integrador (que implementa sistemas, gestiona la operativa interna y coordina los recursos humanos).
First off, you need a salesperson and you also need somebody to execute on your vision. And that person is like, if you want to get to that next level of scale, it certainly He sets the vision of it, but she's the one who sets up all the systems and understands So it's like, it really does seem like they've got a good, you know, working relationship. And I think for any business that wants to scale, like that is a dynamic that is essential. You know, without it, you're going to have a hard time scaling just all on your own. You definitely need somebody else to, uh, to take that to the next…
Escúchalo en el minuto 10:13
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