I Will Run To You

For each case study, I’ve given several options depending on the different pain points that can be tackled.I’d like to reiterate that there are no rules.Do what’s best for your zone of genius, who you want to serve, and the vision you have for your business.You can also choose to target and serve certain pain points and not others.You can choose to have offers at some levels and not others.She can then go on to offer a Tier 3 signature course that showcases her Pinterest framework or secret source to getting traffic and turning that traffic into profit.Most of them are working a 9–5 with the dream of starting a fashion boutique in the future.This can teach her audience how to start sketching designs that people will love.She can then offer a Tier 2 101 course on how to get started with designing their first or next fashion collection.She can then offer a Tier 3 signature course that provides an A–Z transformation and takes someone from idea to launching their own boutique.She can choose to offer a Tier 2 101 course to help people start on their journey to becoming a fashion designer.She can then offer a specialist course on how to design their first or next fashion collection.She can then provide a monthly subscription of curated targeted journalist and podcast host requests that fit students’ areas of expertise.Or if you have existing digital products, how do they stack with each other?Each content category can have its own product ecosystem or offer stack.You thought it would work and then it just didn’t.I’ve sold only three spots of a $97 program.Sure, it was still three sales, but I was devastated.I thought I was being clear.I thought I was giving people what they asked for.But I stuck with the offer.I worked through the messaging.Looking back, I see all the mistakes.The pieces that were not done in the right order.The focus on the completely wrong components.Haphazard wouldn’t even begin to explain how I worked on that digital product.Creating a digital product has so many moving pieces.How do you put everything together in a way that doesn’t leave you overwhelmed and gets your audience excited to buy from you?All of these are logistics that should come later on.Instead of thinking about your product and jumping the gun in the process, begin thinking about your offer or solution.You can have a great product but a terrible offer.Offer versus product.These are two different entities.Your product in simple terms is the nuts and bolts of what they get.These are the features.You don’t sell your offer to everybody.You only need to spend your time and resources attracting your ideal customer.If you had a poster boy or girl for your brand, this would be them.What’s the real reason someone will be motivated to spend money on your offer instead of other people’s offers?Look at your offer through your ideal customer’s eyes.The answers to these questions will form your offer or your package.These are elements that you tend to ignore till after you create your product.Packaging your offer should be as, if not more, important than creating your product.This isn’t something that you can whip up after you create your product.You can only do this at the start of the product creation process.Because if you do, you’ll know exactly how much needs to go into your product and what you need to do to convince your ideal customer.People don’t spend money on the information in a digital product because it looks pretty or helpful.They spend it because they have a goal, and they believe this information will help them achieve that goal.Having a promise, outcome, or goal gives your digital product some tangibility.It’s easier for a reader to grasp what your digital product hopes to deliver.It makes selling the intangible easier.People do not buy drill bits, they buy holes.People don’t buy products.So how do you decide how to package your offer?Is this a tripwire, a starter 101, or a specialist or signature course?Identifying where in the product ecosystem this product will take its place will help you define its package further.But that doesn’t give you a right to cough up what everyone else is offering.To do this, you first need to identify who your competitors are.How you do this could differ based on how far along you are in business.Some of you may already have offers.Some of you might just be starting out and growing an audience.Let’s tackle both of these situations.Who does your audience compare your offers or content against?I was considering your offer or Influencer B’s offer.Have you received comments like these?These comments are gold because they highlight who your audience would approach if you didn’t exist.You may not see these people as competitors.You may even think they engage in a conversation that is completely different from the conversation you’re having.But what you think doesn’t matter.You want to be the obvious choice for your audience, and to do this, you need to identify the options they are choosing from.If you didn’t exist, where would your audience go?Who would you refer your audience to if your product didn’t exist?Who are the others with similar offers in the same category?Start by defining your offer in its simplest form.Heard of the duck test?10If it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck.Is this a course on email marketing?Is this a workshop on dating?That category is the conversation you are a part of.Who are the others with similar offers in the same category?What other products deliver on the benefits or value of products in the category of your offer?These are your direct competitors.Who are the others with adjacent offers in the same category?You don’t just consider those offering a digital product, but also those who offer services or coaching in the same category.Often, we tend to only look at people who have similar business models.These are your indirect competitors.When you look at adjacent alternatives or substitutes, you’ll then be able to Wars - tic tac too flash game. identify all relevant (木) 02:50:53url=http://rearingmotivation.blogspot.com players in the marketplace.Are you serving a specialized subset of an existing audience?Do you have a unique framework/methodology?There are so many ways you can be different.Having the answers to these questions will help you know how to package your offer and present it to your audience.The earlier you think about it, the more successful your product will be.You may not always nail your offer the first time.That doesn’t necessarily mean that people don’t want your product or don’t like it.It takes a few iterations to know how to package your offer the right way.What if you feel like you don’t have any competitors?This isn’t really a good thing.It’s likely that there isn’t a demand for products or services in this market.Others have failed to effectively monetize this niche.You’re not looking in the right place.The keywords or terms you use to define your niche aren’t those that your target audience is using or what other businesses use.Is there a clear point of difference between your offer and what’s out there?Have you picked a fight using at least one of the three points mentioned in Step 4?When you don’t have a solid outline, you create more or less content than you actually need.Worse, you create content that doesn’t align with the desired outcome or promise of your offer.What transformation do you intend to achieve for this digital product?Have a look at some examples below.Specialist or signature offers, likely those in Tier 3, are modular in nature.Each module has a specific goal that nudges your audience toward the transformation.Asking yourself the question What do you need to know to achieve that specific goal or milestone? breaks down the module further into individual lessons.Asking yourself the question What will make it easy to implement? will break it down further into supporting materials such as worksheets, swipe files, or templates.This tells you exactly what you need to cover so that the goal is accomplished.Anything else that doesn’t directly relate to the transformation or goal can be used for your bonus content.When you do it in this way, you provide just what is necessary.Because one of the mistakes that creators make is to include too much in their product.And I’ve made that mistake as well.Have you included more or less content than is necessary?If you’re thinking of creating a new digital product, can you use the model above to flesh out your content?Since I started doing this, I always have a clear direction as to what I’ll include in my products.This way you know you will always be consistent with your messaging.It’s just one component in the entire process.I use what I call the Copy Triage or Grid Mapping System that highlights nine key elements from start to end.The bullet points tease and build anticipation.They give you just a tiny peek into the offer and get you excited to buy.Your bullet points need to do that.These could be objections related to money, their own limiting beliefs, the time they have to work on the offer, or even the offer itself.Take note of which elements you can incorporate or improve on.Your product should have its own branding.This doesn’t mean it has to be drastically different from your own brand.Pick cues from your existing brand.This could be the look and feel, an accent color, or a font.It can have its own branding but still be complementary to your current brand.But a word of caution.As with anything branding, it can be a huge time suck.It can be a reason to procrastinate.It’s a lot easier to come up with a name after you’ve defined the value proposition or promise of your product.Clever and creative names leave a potential buyer confused and do more harm than good.You don’t need to get these done by a designer either.These are bells and whistles that can be added later and revamped as you grow.I’m all for investing in tools, but tools shouldn’t become a reason to delay the launch of your product.We all have to start somewhere, and as long as your product collaterals and materials are neat and organized, you’re good to go!The perceived value increases the more your solution fixes their problem.People buy when they’re in pain and in need of a solution to a problem.Every digital product has to be an answer to a problem.However, it’s up to you to help potential customers understand this.It’s up to you to Footer&af_web_dp=http://rearingmotivation.blogspot.com demonstrate this value.It involves focusing on outcomes and results.So always highlight the benefits and not the features.Another way to determine your price is by plotting out a price spectrum.Plot out the brands in your niche and where along the spectrum they fall.List out their prices.Circle the brands you want to be associated with.Where do you fall on the spectrum?Or where along the spectrum do you want your brand to be placed?I’ve had subscribers and clients write to me in tears because of nasty comments from people in their audience chiding them for making a profit from their products or coaching just because they’re in the wellness, faith, or budgeting niches.Never apologize for selling your work or wanting to make a living especially when you’ve followed through on the steps above.People need to know you’re in business too.Your price is too high.Have you communicated the value of your product?How does your value compare with your competitors?Are you unknowingly attracting the wrong audience?Think about where most of these leads or subscribers are coming in from.Are they joining your list from a particular content upgrade or lead magnet?Is that lead magnet attracting the right audience who will be keen on going on to buy your products and services?But no matter how well priced your products are or how much value you give, there are some people in your audience who will have an issue with the price point no matter what it is.Leave these people out of the equation.For everyone else, some resistance is good.If no one has a problem with your price, it’s a signal to raise it.Have this in mind the next time you send a sales email and are afraid people will unsubscribe.A key point you need to remember is that value and price point must be aligned.This sends a mixed message about the true value of your product.If it’s so cheap, it’s probably not good.This is why we determine where in the product ecosystem a product is as a first step.It helps to set your expectations right.Or maybe you had a question about a product you were thinking about purchasing?In situations like these, a can I help you with something from a salesperson is more than a welcome interruption.There’s no pressure or hard selling involved.That’s how it should be when you’re selling your products to your audience.People overcomplicate selling.Selling, like anything, is best when it’s simplified.An old business saying goes People love to buy.But they don’t like to be sold to.As an online business owner, you’re increasingly engaging with a far more aware and mature audience.They know they’re going to be sold to.You can’t knock on the door once and expect a flood of sales immediately.Persistent nurturing and knocks on the door win in today’s online space.The internet has tipped the scales of information and power from sellers to buyers.So how can you convince someone to buy rather than force the solution on them?This is where education comes into play.Education is the new selling.As Zig Ziglar said, You will get all you want in life if you help enough other people get what they want.The job of a successful seller is to guide buyers and provide value at every single step.Selling or launching a product, when done right, provides immense value to everyone.Everyone comes out of it educated and aware of your topic even if they don’t end up buying.You get massive awareness for your offer.The ones who don’t buy are a step closer to buying the next time around or the one after that.People don’t mind the interruption.They only mind if the interruption doesn’t make any sense to what they think they’re there for.This is why you need to prime your subscribers for the sale.When you have a strategy in place, you’ll have more people who welcome your interruption than those who don’t.Before we dive into how you can prime your audience, let’s get the definitions out of the way.Yes, people may discover your digital product as they go through your email sequence, but that’s not the first thing you should do.There’s a difference between live launching your offer and having it sell on evergreen.There is a specific period of time within which someone can buy your offer.People don’t see this offer again until your next launch.But when you sell an offer on evergreen, it is always available for sale and is not tied to launches or open and close carts.It ensures you have a steady source of income rather than the income highs and lows associated with a business model built solely on live launches.Launches bring in a huge portion of revenue and then clam shut the moment you close cart.Have a launch one month, and you’ll bring in loads of revenue.Don’t have one the next month, and your revenue source has dried up.Going evergreen on your offer is an excellent way to keep the sales momentum going postlaunch.This is useful because people prefer to buy in different ways.Some need the hype and energy of a live launch to buy.They thrive on events held around a live launch and want to interact directly with the digital product creator before making their decision.Both a live launch and an evergreen email sequence have a place in your marketing calendar.For instance, I have my courses running on evergreen in the background, but I also do occasional live launches as well.Prelaunch PhaseThe most underrated element in a launch is a prelaunch.If your cart opens tomorrow, you should have a prelaunch phase at least 3–4 weeks in advance.Because if you don’t, then you’re not engaging your audience.You’re not preparing them to buy from you.You’re not addressing questions or objections they may have, prior to the sale.This is one of the biggest reasons launches flop.Most prelaunch campaigns aren’t really prelaunch campaigns at all.Most have a message I have a huge surprise in store for you or I have something I’m really excited to share under the guise of a prelaunch.Now, you can of course be excited.Does your audience even know that this is something that needs to be solved?You do that by creating content around the topic of your offer.People can’t appreciate a solution to a problem that they don’t know needs fixing.