![]() More recently, Chris Schelzi (AppSumo’s Head of Marketing) ran a giveaway for a growth hacker bundle with five winners that generated 30,822 entries. Noah was willing to experiment quickly with using giveaways as a new marketing tactic, and not many other people were using them yet (it only took Noah and Chad five days from idea to execution).The early adopters of the social media platforms were AppSumo’s target market.It was early in the life cycle of Facebook and Twitter so social media spread faster and wasn’t as crowded with other posts from your friend’s taco-eating competition.It was viral with KingSumo (Chad coded the early version of KingSumo for AppSumo to use internally and it went viral because of the referral entry feature).There were a few key factors Noah told me that made this so successful: A giveaway with insane results like this is not common, however. To get Sumo-sized results (like Chad and Noah did with the Dropbox giveaway) you need to try new channels and new marketing techniques before others do. Instead of paying $5 per email subscriber, AppSumo got 200,000 email subscribers for only $0.30 each with this giveaway. $1,200 a year (cost of Dropbox for a year for 10 people) multiplied by people living 60 years = $60,000 Regularly, it cost AppSumo around $5 to get an email subscriber through online ads like Facebook back in 2012. After one week the giveaway generated over 200,000 email signups. They launched it the next Wednesday (five days after having the idea). The first giveaway they did in October 2012, a giveaway for 10 Dropbox lifetime licenses, helped the company grow their email list by 200,000 people. 10x Your Email List With Quarterly Giveaways (Hint: Viral Coefficient k>1)Įvery quarter AppSumo tries to do one giveaway. ![]() AppSumo uses it to sell millions of dollars worth of products via email, with this 15-part AIDA sales page framework:ġ) Headline (short, intriguing, usually mentioning the benefit)Ģ) Subheadline (a bit more detail about the benefit)ģ) Problem (common problem people have when not using the product)Ĥ) Video (add it in if you have one to increase credibility)ĥ) Pictures (use case of how to use the product)Ħ) Internal validation (mention how you are using it, or if you’re not using it then showcase how another popular brand uses it)Ĩ) Original price (show it and validate it)ĩ) Your price (show it and tell people they can get lifetime access with a link to buy it now)ġ0) Testimonial (show a real testimonial from someone who’s already bought the product)ġ1) Objections (go through common objections and debunk them)ġ2) Benefits (all the cool things you are about to get)ġ3) Offer (final call to action to buy the product)ġ4) Scarcity (time until deal closes, how many deals are left)ġ5) Social proof (reviews and questions automatically sorted by most upvotes to kill spammers) Tony Robbins uses the AIDA formula to generate leads on his home page with his AIDA lead generation quiz. The takeaway: Use the AIDA formula to write short 500-word emails and sales pages that capture attention and inspire action. You don’t need a long sales page to sell a lot of product, but it’s critical that you have every element I covered above if you want your sales page to convert people. It will help you write like you’re writing to a friend (then copy it across to your website). Golden Nugget: Don’t write your sales page in Google Docs, Word, or your email editor. ![]() Here’s an example of a very well copywritten headline that matches AppSumo’s brand voice and audience (if you don’t understand the DJ Snake and Lil Jon song reference, you likely aren’t AppSumo’s ideal customer anyway):
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