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“Enhancing OVOs”
Summary

Can you make your OVO even better? You better believe it!

The best way to improve your OVO is to extend the sequence by upselling another product,
then continuing selling things if they didn’t buy.

I recommend that once someone buys something from you, this happens:

1.  They get a 1-click upsell to buy something more from you. For example, when you
signed up for EA, on the very next page I offered a course on how to shoot great
videos for $149. 36% of people took it. Why? Because it’s a simple upsell that helps
people get results faster and easier in the area I just sold. Make sense? That’s exactly
what you want to do. What else could you offer a buyer so they achieve faster and
easier? Creating upsells in Kajabi is super easy.

2.  If you’ve sent people to your sales video several times, and they have NOT bought,
then the day after your deadline send them a webinar. On the webinar, train for
30-40 minutes then sell for the last 10-20 minutes. This switches the modality and
gives them another option to buy.

3.  If they don’t buy from the sales video or webinar, then a few days later (it’s up to you
when) send them a monthly subscription offer. This would be something like a $9-
$97 per month program where you send them a new video and download every
month. Many people won’t buy your big expensive offer, but a few days later they
would signup for a different low-cost monthly program.

4.  If they STILL haven’t bought, you can offer your next product or you can just start
sending them more value (your weekly content email).

5.  As a rule of thumb, after you offer your list a sale, deliver at least two weeks of value
before you drop them into another value-value-value-offer sequence.

Now don’t get overwhelmed. You don’t have to do all this stuff now. It’s just to show you what’s
possible. Again, all our recommended systems and resources are at the end of this document.

The next way to enhance your OVO is to setup ads and metrics to drive traffic to your OVOs and
track what people are doing.

As you progress in your career, you’ll create more and more things to sell and you can add
them to your OVOs. On the following pages, you’ll find some worksheets and resources that
will help you get better and better traffic and information with your OVOs. Just make a goal and
deadline for yourself to create at least one OVO and you’ll be so happy you did!

- Brendon Page #1

Source: This material and all content within this document are copyrighted and based on proprietary concepts from Brendon Burchard’s
Experts Academy program. Do not duplicate, distribute, publish, share, or train from without written permission. For inquiries, contact
support@Brendon.com. ©2007-Current. The Burchard Group. All rights reserved.
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Creating an Upsell

There’s an old rule in marketing: once someone buys something, sell them something more! In
our industry, that rule is true too. People want to continue their education, grow as people,
develop more skills, and achieve their goals faster and easier with new tools and resources. So
give them that! How? By offering an upsell after they buy something from you. Often, experts can
grow their business by 30% just by adding upsells to their current offers.

It’s worth taking time to brainstorm what you could offer. Fill out the worksheet below.

1.  The main thing I’m offering people is… and the problems it helps them overcome are…

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2.  One more thing I could offer them, which would help them achieve the above even faster
and easier would be…
[Those are the two key things people want in an upsell: something that helps them achieve
the objective of what they just purchased faster and easier. As a general rule, the upsell
should be 10-20% the cost than the thing they just bought. For example, if selling something
for $997, then have an upsell offer at $97-$199 tops.

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Creating a Follow-up Sales Webinar

Brendon recommends creating a webinar to complement your sales video. That way, if your
viewers did not buy your product from your sales video, then maybe they would buy it from a
webinar. A webinar switches up the modality of how you deliver and sell. And those who were
skeptical of the sales video might be more connected with you teaching some value first and
then selling via this webinar. Use this page to brainstorm these ideas.

1.  The headline and teaching points of my webinar could be….

[Don’t freak out. Creating a webinar is easy. Just think of a headline that would get the
interest of the people who have not yet bought your product from your sales video. Invite
them on to the webinar, then teach 5 points, then sell your thing again. It’s that
straightforward. For webinar systems, Brendon recommends Everwebinar, which you can get
at a discount at Brendon.com/everwebinar.

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Creating a Follow-up Monthly Membership Program

Brendon recommends creating a monthly membership program at some point, to offer as a

downsell to those who do not buy the thing you were selling in your sales video or webinar. Use
this page to brainstorm these ideas.

1.  A monthly program I could create and sell at $9-$97 per month could be…
[Shocking news: Most people won’t buy what you’re selling, at least not the first thing you
offer them. For those who do not, Brendon recommends offering them a low-priced monthly
subscription program where you send them one new video per month along with a new
worksheet/tool/download/resources. People love them. And having people on monthly rebill
helps you anticipate your revenue, too. So, what could you create for a monthly subscription
program? Take time here to come up with the program – write down 12 topics you could
teach (there’s 12 months in the year, so, yes, brainstorm your monthly content here!)]

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Tools We Use

Brendon uses a lot of tools to help him create his OVOs, track open rates and views, make
upsells, setup webinars, and more. Here is the list.

1.  Website Pages.

For creating optin pages, value pages, sales pages, checkout pages (to take payment), and
membership sites (to store and deliver the course/product/thing you sell, Brendon uses and
solely recommends Kajabi. Get a discount at Brendon.com/kajabi. This course you purchased
and you are taking is hosted on Kajabi, so you can already see how awesome and
customizable it is. Full disclaimer: Brendon was a long-time customer of Kajabi and
recommended it for five years without compensation. Beginning in 2015 he became an active
advisor and investor to the company because “I wanted to have influence in the company so
they continued to build what I personally needed and I know my audience needed.”

For those who don’t choose Kajabi, Brendon recommends LeadPages.net for creating optin
pages and value pages, and Squarespace for setting up a store and accepting money online.

2.  Email Marketing.

For emailing your customers after they opt-in (and creating the forms that allow opt-ins), we
recommend MailChimp for beginners. For those who are more advanced in their needs for
email automation and ecommerce, we recommend Infusionsoft (discount at Brendon.com/
infusionsoft). Infusionsoft actually does a lot more than just email – they can help you accept
money online too and serve as a larger CRM (customer relationship management software).
For most beginners, Kajabi and Mailchimp are sufficient. But when you want to have lots of
campaigns running at once, and you need lots of decision trees in funnels and lots of
reporting/tagging/fields/customer data, then Infusionsoft is great for that. Still, keep Kajabi to
build your pages, sell your stuff, and store your content, then “zap” all that information to
your customer record in Infusionsoft via Zapier. If that all sounds too complicated, trust us
and just use Kajabi and Mailchimp!

3.  Webinars.
We only recommend one provider here, EverWebinar, because it was built by marketers for
marketers. Get your discount at Brendon.com/everwebinar. Alternatives are GotoWebinar or
ReadyTalk. For small scale webinars, checkout simple applications like Zoom or Google
Hangouts (though these are not recommended for long-term growth or scalability or
monetization).

4.  Ads.
Don’t’ know how to run Facebook or Google ads? No worries. Their tutorials are world-class.
Just visit Facebook.com/business or Google.com/ads

5.  Tracking.
Facebook retargeting and Google analytics make your tracking and metrics so much easier.
Go to https://www.facebook.com/business/learn/facebook-ads-website-custom-audiences
For Google Analytics, go to Google.com/analytics/
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