James Wedmore, the creator of Business by Design and Mind your own Business Podcast, has taught entrepreneurs the power of video marketing for almost a decade, in the aim to help businesses make serious cash just by doing what they are good at.
Wedmore launched his Business by Design signature program in August 2016, and although he made money from the initial sales, he knew he was not getting the right message out there and this was hampering the program.
Just when Wedmore was about to rebrand the entire program, he discovered the ASK Method. He then implemented the ASK Method into his previous launch and doubled his sales, because ASK allowed him to clearly communicate his message about the program to various buyers.
The ASK Method changed Wedmore’s perspective on his program’s launch with its simple philosophy of: ‘Ask people what they want and then give it to them.’
How Wedmore utilized the ASK Method:
First, he started by determining his buckets, which is a term for the category in which you divide your market groups into. There are three frameworks you can use to divide your market, namely the Challenge, Journey and Situation Framework.
Wedmore choose the Journey Framework for the ‘relaunch’ of the Business by Design program. The Journey Framework works off of your audience’s success path and the milestones they have along their individual paths form the buckets. Taking this Framework, Wedmore focused on the before, the after and the major milestones of his audience. This helped him create his buckets, the first for the newbies; the second for those who are looking to extend their reach; the third for business owners looking to scale and automate their business; and his self-proclaimed bizarre fourth bucket for businesses looking to take their trade online.
Although, Wedmore has stated that the fourth bucket was a mistake, his bucket analysis lead him to the creation of the Two-Step Opt-in Process.
On Wedmore’s website he had a pop-up box which asked users if they were interested in a free online workshop. If they expressed their interested, they would be taken to the first step which would determine what level of expertise they were on, or for Wedmore’s purposes, what bucket they were in. The second step included getting their email address, and once that information was submitted a tag was attached to identify what bucket they became a part of; and then they were directed to a thank you page.
Through this simple exercise given to the user’s of his site, he was able to determine that the majority of his audience fell in the first bucket and the percentage only grew less and less further down the list of buckets, with the last fourth bucket having the lowest percentage of around 10%.
Wedmore then looked at the sales and performance rates of each bucket and noticed that although almost half of the sales came from bucket 1, bucket 2 and 3 performed better when looking at the bucket conversion rates of interest to sales. He was able to establish that the content did not speak to the newbies and the program was not easily affordable to them. Even though bucket 1 had the numbers, it did not have the performance rate, which meant there needed to be a change of tactic. To increase the rate of performance where the market was the greatest and increase the numbers in the other buckets, Wedmore made four changes to create perceived customization.
- He customized the ‘Thank you page’ that appears after a website user goes through the Two-Step Opt-in Process, so that depending on the options they chose, they would be shown a unique 3-minute video and specific content which addressed their current milestone.
- During the follow-up period, each bucket received a unique bonus that spoke to their objections and removed any reason not to buy the product.
- Wedmore also created a unique case study for each bucket to show each group how the program could work for them and their situation, using previous student’s stories.
- Finally, he also customized the headlines and some of the copy of the ‘Cart-Close Follow Up’ emails to seal the deal.
With these simple tweaks to Wedmore’s approach, he doubled his sales and is in love with the ASK Method. He said he would use it again and again for every launch, as it allows him to customize his message instead of creating several whole unique products, which is time wasting and almost impossible.
He believes this method is the only way you can be the solution to everyone’s business, and recommends looking at the creator of the ASK Method, Ryan Levesque’s training series for successful results.