How Do I Know This Will Sell?
Let's talk about kind of the big question that is often on people's minds, which is how do you know? How can you know if your product will sell or not? We mentioned fear back in the very first segment this morning, and I said that, you know, one of the things that people fear the most. Well, you said one of the peat things people fear the most is putting your product out there and getting crickets, not their hearing crickets, you know, not getting any sales of something that you've worked so so hard on ideas that you've perhaps spent years putting together, and so everyone wants to be able to market, launch and sell with mohr confidence they want to be able to go to market knowing that they've got the thing that's going to sell, and there are lots of different ways that you could do that. We're going to focus this afternoon on creating a story and specifically right now creating the lead that's going to lead people to the buying decision, going from where their act where you need them ...
to be to make a buying decision because not everyone's where you need them to be right now to say, yep, that's the product for me right on dh so I wanted to pick up on a question actually that one of our studio audience members hod because it's not only applicable to this, but it's, probably a question that's on a lot of people's minds as well. So it's, super low asked me, how can you experiment with what your key insight might be with the different things that you choose? So, like in whitney's example, we came up with maybe ten different messages that could act as her key insight and its atsuko did this same, and wanted to know if she could play with those different messages, to figure out which one might be the best one to go forward with next and that's a great thing to do, and it's an excellent thing to do before you start in on crafting your lead, which is what we're going to do this afternoon. So the way you do that is by simply taking those messages and crafting tiny pieces of content around them, and remember, content could be a visual. It could be an image like we saw in the top email. It could be something written, it could be a status update. It could be a short video. A short audio could be a something bigger, like a tele class, but essentially you want to create a nugget of content that you can put out and see what kind of traction you get with it, because the key insight should be the kind of information that kind of insight that gets a lot of traction, it should be something that feels magnetic to your audience so that they feel compelled toe like it so that they can feel compelled to comment on it so they feel compelled to click a link if you're not getting that kind of action on the messaging that you put out it's, not the right message. So one of the ways that I have done it very, very successfully, and I've found the platform that's most successful for me, for this is actually facebook for whatever reason, maybe, you know, just the combination of my audience and the types of actions that you khun take on facebook in this case liking, sharing or commenting, I've been able to measure traction most easily and get the most traction get the most immediate response on facebook. So what I'll d'oh is come up with a whole long list of key insights like that, and then it might be three or four that I want to play with. And so when I'm inspired like that, I will write up a quick status update. I can put it up on my facebook page or in my profile see who comments, see who likes and see who shares because remember, too it's, not just about how much but what kind of quality you're looking for so well all look to see exactly who are these the people who are most likely to buy mannix product and so actually these quiet power strategies that we've been going through over the last couple hours came out of that exact kind of experimentation, so I was able to take a key insight that you can leverage quiet power to doom or in your business with less work and I started crafting messages around it and those messages started getting more and more likes and more and more shares and more and more comments and more and more of the right people saying tara, this is the best idea you've ever had or terror this really resonates with me this is exactly how I want to show up in my business and it was that kind of traction that then led to really developing that idea out over really just last month or so but I've done it multiple times I did it with my e book the art of earning I've done it with I've done it with all of the creative live work the two creative live workshops that we just mentioned taking an idea, taking a message and honing it and crafting it and figuring out which message it's going to be to make a launch work to make a marketing campaign work around whatever it is that I was promoting makes that's great. So let's, talk more about this idea of a lead if you think about ah long form sales page. So these were the kind of sales pages that start with a big, bold headline and go on bit by bit by bit, by bit by bit later down like a thousand fifteen hundred words. Two thousand words later, there's an offer there's a pitch there's a by now button. Then there might be another thousand words and another by now, but okay, that's what we call a long form sales page in a long form sales page like that the lead is about the first one hundred to five hundred words it's the set up all right, and ideally that lead the idea there is to take people from where they are. We'll take them from what's relevant to them right this very moment, and move them through to make that what's relevant to them in the moment relevant to you key insight which becomes relevant to the results that they want, which then opens them up to the idea of your pitch. Okay, so on a long form sales page again, the lead might contain the headline the sub header, the before and after the key insight and the hypothesis that's kind of how I like to look at it, okay, that's, the lead now, before we go any further on before I start explaining anymore and tell you kind of howl to build these things out, we're gonna play a game with the studio audience, and I'm calling this a lead lab and the lead lab is we're going to go person to person kind of choose your own adventure style and build a lead on the fly here, so we're going to build this lead for jessica's hypothesis, so actually, you just stay right there. Yeah, so I'm gonna ask you again to share who you are, what your next big thing is and what that hypothesis wass and we're actually gonna work backwards, okay? So I want to work from this destination, which is your key insight and hypothesis and move forward to where we would need to be to meet the customer where she's at all right? I'm gonna have jessica go, and then we'll go to rochelle and then we'll go to whitney and we'll just kind of go on the line until we get to some. Well, probably until I just say stop, but the idea is we're gonna be working backwards, so I went jessica's going to share, but all of you for right now and you online, us well, think about where the parent is that is going to be the right customer for jessica's product and she's going to explain it again, like I said, so you'll have a better idea of who that is. But I want you to think think about either maybe it's yourself think about somebody you know, get in mind a person that you think would be the right a person for this product when she describes that and our job right now is going toe work from where she's at with the hypothesis back to that description of what? Who? That customer is we game cool. Just take it away. Okay, so I'm jessica michaelson. I am a parent coach. My website is honest parenthood dot com and I worked with parents of children under five. So what I am launching is a small group program focused on discipline. So parents with children two to five, usually, and the child children are either not doing what the parent would like them to do or doing things that the parent would not like them to dio and there are lots of conflicts, so the parent is feeling confused about why the child's doing this confused about what responses, woodwork and confused about why the parent is so sort of angry when these these behaviors come up great. And philistines again on what your key insight is because you'll have to explain that a little bit more and then what your hypothesis is okay, so I worked on my key insight a little bit at lunchtime so it's do you want me to go with the one I said before light note what now tell us what you know where you're at so we talked about that conflict is universal but your child is unique and that we need by revolutionizing how we think about discipline and your family you can get back to what matters to you which is enjoying your family oh that's fantastic that's even better the way you're for the great okay, fantastic. So give us the hypothesis one more time, okay? Revolutionised the way you think about discipline so you can get back to what matters most enjoying your family. Okay, now I'm gonna ask you to just get give us a little bit more for that hypothesis. What are three specific results enjoying your family is great. Give me three specific results that kind of fall under that umbrella yell less cut great get more cooperation when you want it. Okay and play with your kids more more fun now can you put it all together, yell more, get more cooperation and play with your kids more? Yeah, so that's instead of joy enjoy your family, okay so revolutionized the way you think about discipline so you can get back to what matters most yelling less does that matter most revolutionize the way you think about discipline so that you can get back to what matters most your family and create a home where there's less yelling where there's more play and there's more cooperation okay so that's our destination now we need to work backwards from there so we're shell set us up what do you think would come before that hypothesis give us just a sentence or two living a stress free life because it's very stressful when there's conflict great I'm going to start writing things down so let's let me back up for a second tio just so less yelling more cooperation more play all right and then living a stress free life forgetting all the important modifiers here whitney take it from there continue thinking about results and painting a picture about results believing you're a good parent again okay who's next being able to continue to build a foundation with your spouse or partner okay atsuko oh this is right up your alley I have sweet kits and one of them is under five so I'm the audience I guess um realizing that kids and all doing things to get to you or they love you kids aren't trying to torment you I have to remind myself okay all right, well we'll hash out the details later although I do remember one that we had talked about earlier which is your kids really do love you write so all right, so we're moving backwards from the hypothesis we've just moved into the after now we need to transition into the before anyone have an idea of how did yeah tiffany I'm at my wits end and I have no idea what to dio with these kids okay? Perfect love it anna let's movinto after or before now sure I'm seeing kind of like um everyone else is so perfect why can't I do this like what's wrong with the way I'm doing it put sasha um I didn't know it would be this hard okay karen I'm not sure what to do to make the situation better, okay? Meghan um can you create a statement that gets us into the before? So if this is the situation where people are in the mindset that there and I'm not sure what to do to make it better, I didn't know it was gonna be this hard everyone else gets this everyone else is perfect. What is wrong with me describe described that mindset or describe my circumstances my situation they put that makes me say these things I feel like I feel like I'm drowning and I don't know what to dio um probably feeling a little bit helpless um that's it's hard to tie all this together for me, okay, tiffany, I mean, could it be as simple as my kids are out of my control and I need help. All right, jessica, do you see us missing anything here? Any insight that you would like to bring to this story as it started to unfold specific for for my people, okay, is that kids are out of their control, but it is of utmost importance that the children always feel loved so that very paralyzed that how can I be strict and set limits and still be living? Because that's almost can trump the setting limits? My people want to make sure that their kids are going to feel loved by what they would get out of this. And then the other piece that I hear a lot and I, I'm curious to hear how you would weave it in is they are frantically relentlessly reading everyone else's advice? Yeah, which is adds this whole other level of I'm trying so many things, and I just end up feeling like I'm doing a worse job because there I fail it them ok, cool. So, um to me, it sounds like that statement and this statement you don't know how to extend love while imposing limits, and you've read all the books and there is no answer to this question. That is a great starting point you've read all the books and no book has the answer to the question of how to love your kids unrelentingly while imposing limits so that becomes the lead that could even be a headline could be the beginning of the story but it could also very easily be a headline and then you say s o imagine this is a sales page but also imagine this is a sales conversation like a lead khun take many forms could be a video it could be many different things we're going to talk about that all in the next segment but so the headline becomes you've read all the books you've talked to all the gurus and no one has the answer to the question how do you make sure your kids feel unrelentingly loved while also imposing limits you feel like you're drowning you feel helpless your kids seem out of control and you desperately want help because you want to do it right you end up saying things like I'm not sure what to do to make it get better I didn't know it would be this hard everyone else has got this figured out everyone else's perfect what's wrong with me I'm at my wits end and I have no idea what to do with these kits there's got to be a better way what if your kids aren't really trying to torment you and they really do love you what if you spent your time building a foundation with your spouse or partner instead of arguing with your children what if you started believing you were a good parent again what if you started living a more stress free life you can revolutionize your understanding and implementation of discipline to spend more time with the people who matter most your family you'll build a home where there's less yelling maur cooperation and more play every day all right and so we might quibble about some of the details here but that's a flow that's the flow all right so let's take a look did we hit the before and after the key insight and the hypothesis now I coached you a little bit more than I originally meant teo so I think the answer is yes but let's make sure that we can identify it so meghan tell me where you see the before and after the key insight and the hypothesis in what I just read and scribbled on here well it's it's pretty clear the before is really wanting the kids to feel loved feeling helpless feeling like things are out of control and then moving into the after is then that they feel like a third kids aren't trying to torment them that they really do love them that they're building a strong foundation with their partner and that they believe that their good parent again and they're moving out of that stress right came in so I feel like there's so many well well but specifically revolutionizing your understanding discipline now if I were to craft this story from scratch myself I would probably spend a little bit more time unpacking with you what revolutionizing discipline looks like I would say that's the big thing that's missing here is that this was a little bit of a jump which is I mean we kind of did that on purpose they set you guys up essentially sorry but that's what we need here is a little bit more transition like you've been told discipline looks like this you remember the discipline from when you were a kid you know what it's like to be sent to your room without supper spanked when you do something wrong whatever it might be discipline doesn't have to look like that and you khun revolutionised our understanding and your relationship with the discipline so that you can be the parent that you want to be and so that your kids can feel loved the way you want your kids to feel loved then key insight and hypothesis revolution when you revolutionize your understanding of discipline you can create a household with less yelling more cooperation and more play okay so that's one area that I would fill out a little bit more that transition because remember in your head the connections between these ideas are super duper clear for your customers they cannot make these connections well, they can but you have to lead them we're getting to that that's kind of why it's called the lead right you are leading people so make that connection make that transition super clear and this is also another place that the transition needs to be clear or two so what is it that's going wrong? But why is it? What are those things that are standing in the way? Remember that was one of the questions that we asked of your three people most likely to buy what's standing in the way of them creating these things so one of them is an old fashioned understanding of discipline what else? Um a lack of some simple insights about child development okay what's driving the behavior could old fashioned discipline actually my people are more new fashion discipline they do what the new latest hip thing is god and then child psychology development anything else, huh? They don't have oh a process for understanding what's in the way within them so they might know the thing they want to do, but in the heat of the moment they don't do it and so they need a system for figuring out what that is and what to do with it their own stuff okay, so this is perfect I'm actually going to show you an example of a sales of the lead on a sales page where the marketer used three points to move to kind of explain this is why you're in the situation that you're in, right? So I'm not sure what to do to make it better. I don't I didn't know it would be this hard. I've read all the books I'm doing everything right, but it's not working, and then you say, hey, my name is dr, just jessica michaelson. I've worked with hundreds of parents on revolution, it is ng how they think about discipline in my professional opinion, these are the three things that are holding people back. They're too tied up in new fashion discipline, they're unaware of some of the core child psychology and development things that everyone needs to understand to be ah, more competent parent and they have a lack of self parents have a lack of self awareness when things get tough because it's hard. If you get these things right, your kids, you'll realize your kids aren't really trying to torment you and they really do love you. You'll have more time to build a foundation with your spouse. You'll revolutionize your understanding and relationship to discipline to build a household that has less yelling, more cooperation and more play okay, so these transitional pieces take the before the after the key insight in the hypothesis that we've already to find and make it a story that's, incredibly compelling if you're reading down that story and every point along the way you either say yes that's me or oh that makes sense why wouldn't you want to buy at the end of this story you would essentially have to start coming up with objections that have nothing to do with the product itself right now like I said, this is an example of a long form sales page right and essentially what jessica could do is take this model and insert it into the top half the top third of her sails page and be ready to rock right that's not the case for everyone here it's not the case for everyone online sometimes we do all the same stuff just with pictures right like a before and after picture is an incredibly powerful thing right? So you can take a picture of the before you can take a picture of the after and you can explain how you achieved the result in the after that's the key insight right that's what tom's did only they did they made that picture happen in there in your head they implied rushing out the door in the morning trying to get to school on time or you know cool come and collected out the door way on time for school and so they made that before and after happened in your mind and that picture that they gave you was actually of the key insight and so you can break you could make it that simple I'm always going to show you like the example it's long form and written out because I think it's the easiest way to understand understand it in this setting but once you have that form take it and make it work for you show us a picture tell us a story don't just write copy just relate to somebody hearts first heads second that's another quiet power strategy that I didn't write down here hearts first heads second what jessica has done here is captured people's hearts where they are right now and then she started explaining why things happened and then she gave her key insight so that she can connect where people's hearts were with what they were rationalizing in their brains that's what a lead khun do for you it can grab someone's heart right where they are right now and turn it into something that makes sense in their head and when you've got people's hearts and then you've got people's heads you've also got their wallets to be frank ok was the story that we wrote about was jessica's lead story compelling? Yes okay, was there anything about it that didn't land for you? Was there anything that wasn't compelling well online? Actually there was uh not that it wasn't compelling but one of our chatters was talking about the word revolutionized feeling like that, the term is not really as as well at explaining it like they're recreating something instead of getting to the root of the problem, and actually that was scott hamel, great scott hamilton, it's I think that's a great insight and probably this is a case where jessica is going to want to take take what we have done today and just like what I was talking about earlier an answer to it, sue goes question, take it back to your facebook page, take it back to your email community, you know you're building a great email list, I'd say right? A block post on revolutionizing your relation with discipline, see what happens some people might really say yes, I want to revolutionize just because it's such a power word, and then but you also might have the reaction that it's like no that's, a little heavy handed for me, and I'm looking for something different now remember, they're not going to say that it's just going to be quiet, but if you got if you get a lot of people saying, yeah, then you know that that word choices okay? And so scott, great insight and different audiences favor different types of words, so figure out what words work well for your audience, questions about what we just did. I'm going to explain it more now. So don't worry if we wanted to kind of catch everyone off guard and and show you just how easy to build it is to build something like this.