Build to Sell
how do you know your product will sell you build it that way far too often I hear from people who have built something and then wonder how to sell it. I can't help you. I can I can maybe get you a little bit closer, I can get you a few more sales. But if you want to reach bigger markets, if you want to get the most return out of the investment in the product that you've created, you're not going to build the product first and then ask me how to sell it. You're gonna ask how to sell it and then figure out how to build it. So we're gonna flip the normal process on its head so that you have the utmost confidence in the thing that you are about to build. There's a difference between building for yourself and building to sell. Building for yourself is I've got this great idea and I want to put it out into the world because I want people to know this idea. I want them to love. This idea. Building to sell is I've identified a problem, a frustration, a goal and I've got a unique way to help pe...
ople achieve what they want to achieve. So I'm going to create that solution for them. So product development starts with knowing why someone would buy what you want to create if you don't know why someone would buy what you want to create. Don't create it. If you don't know why someone would buy what you want to create, don't create it. This is how you avoid getting to the end of a product and then sitting in front of your computer screen and drawing a complete blank when it comes to writing your sales page. It's why I have all of my clients start with writing a sales page before they've ever scripted a video, written the curriculum. They start with a sales page and so we're going to get up to the point of writing that sales page, writing that offer today, we're gonna write an invitation and that's what we're gonna do in less than 18, but we have to get their first Alright, uh Now this is another kind of lesson about product development and it's that you have to spend the same amount of time getting traction for your product As you spend building your product. So now I'm going to outline a 13 step process. I know it sounds crazy. I'm gonna outline a 13 step process for building a product that's built to sell. All right, guess what I think, building the product is step nine, if I remember correctly, we've got eight steps before that to make sure that the time we spend actually building the thing makes sense. And for many of you building the product ahead of time will not make sense. You'll build it as you deliver it. Okay, Here we go. Step one is to join a conversation. I know all of you have heard me say before that markets are conversations, you want to know what your target market is. Look for your target conversation. Who is talking about the questions, the frustrations, the goals that you want to be helping with, Who's talking about that, Where are they talking about it? What does it sound like? Step one is to figure that out. And to join in joining in. Looks like social media joining in, looks like blogging, joining in, looks like going to networking events in your field or you know with people who are talking about these things, looks like going to conferences, you can do this in all sorts of different ways. The good news is you're already doing this. You just need to draw attention to it. So step one is joining the conversation. Step two is to identify core questions, frustrations and goals. You have an idea of what those questions, frustrations and goals are right now, once you're actually in the conversation and really paying attention to it, Really observing the conversation, really listening in, you need to figure out what people are actually saying, what are their actual questions, What are their actual frustrations, What are their actual goals? Because often as experts or as leaders, as people with an outside perspective, what we think, people are talking about, what we think they want to achieve and what they actually want to achieve are two different things. Generally there are two sides of the same coin, but I'll tell you only one side of that coin you can take to the bank and it's the one they're actually talking about. All right. So we'll talk about exactly how to do that then step three is to engage those questions, frustrations and goals. Which means it's not just enough to listen, listening is hugely important. But you also have to talk back. If you engage the conversation, you have to create that back and forth effect so that whether it's getting comments or whether it's getting likes or whether it's getting re pins or whether it's getting retweets, you're able to quantify on some level that you're on the right track with the questions, frustrations and goals that you've identified. You also need to respond with something different. And so in a previous lesson, we talked about finding your unfair advantage. You want to bring your unfair advantage to play when you're responding with something different. When you're thinking about how you and your business is going to respond to the questions frustrations and goals that are in the market. You need to do it in a way that truly represents how you do what you do differently. All right, step five is to understand and articulate the before and after. This is the first and biggest step to being able to clearly and succinctly describe what you have to offer because before and after is transformation and value is transformation. It's a little sneak peek of what's coming later. So if you know where people are right now. That's the before and then you're able to articulate where they would like to be after. They use your product. You've just described a transformation and you've told people what's valuable about what you do. It doesn't matter if you're a web designer, it doesn't matter if your therapist, it doesn't matter if you're a business coach for artists, that doesn't matter what matters is where you take people from to where they want to go. And I think the best cocktail lines, the best elevator pitches are when you say things like, you know, I hope idea people uh go from the time for money cycle where they're delivering services and, you know, they just really can't get ahead to a place where they've built real wealth with their businesses through an idea that impacts people in a really, really clear way. That was probably not the best thing that I've ever said, but but that's the idea, I don't have to say, I'm a business strategist for idea driven entrepreneurs. I mean that's nice too. But what's better is being able to describe the before and the after. So that's a key piece of this process, then we're gonna find your key insight. Your key insight is what you bring to the table as an expert, what you bring to the table from your unfair advantage. It's what you know that the rest of the market doesn't, it's what sets you apart from other solution providers, so we'll get into exactly what that key insight is and how you can use it in your sales process and you're going to test your key insight. There's all of this testing, there's all of this talking that goes back and forth. This is also social media, content, marketing, experiences, networking. You can test your key insight that way as well. Then you're gonna form your hypothesis. This is really where the magic happens. Your hypothesis is your clear and succinct way of describing what you have to offer. It, links the results that you can create to the key insight that you have so that you can clearly state why you're unique and how that how that helps people get the results they really want. Finally step nine, you're actually going to build the product to sell, this is gonna be built to sell part do Step 10 is that you're gonna make your offer And we will actually write an invitation letter to the 1st 10-20 people that you would like to have build your product. Step 11 is to deliver the value. This is the easy part. It's the fun part. It's where you actually hand the product over to someone. Step is to gather feedback because once you've delivered the product, your job is not done, you need to get feedback and then finally you need to iterate reposition and differentiate and or differentiate. So you have to either make it more make it different or make it more different. That's iterate reposition or differentiate.