Are you working on creating a digital product, course, or membership? This strategy is something you need to be doing before you start building your digital product. I mean before outlining your course lessons, before you start creating your membership content, before you write your eBook, or before building the template you're selling. It's simple but makes a huge difference when it's time for you to market and sell this product you're working on.
This is something I do for every offer I make, and coming off of my membership launch, this is fresh on my mind. It's a bit counterintuitive, which is why many people skip this step. It'll make a huge difference in your marketing and product creation journey.
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Creating a more effective product that meets your customers' needs.
Here’s my game-changing first step in your product creation journey: Start by writing a marketing pitch for the product BEFORE you start creating it. It may feel like starting on a very rough sales page. Writing your own sales page before creating your product can feel overwhelming. So, think of it as a marketing pitch if that is more helpful for you!
You might be tempted to jump to hiring a copywriter to write the sales page before having the product itself figured out. The idea of writing the sales pitch for something that doesn't exist can sound super intimidating. The truth is, writing your pitch and how you will sell the product to your audience will allow you to create a product that aligns with what you're selling.
This means that the way you talk about it will match what you're offering. You will make a better product when you know how you're going to sell it. It will give you more clarity on what should stay and what should go. As a result, your students will be more successful, and you will be able to sell the product better.
Last week's blog covered all the ways to combat overwhelm while creating an online course. One thing that trips people up is constantly wanting to add more to your course. This strategy will be extremely helpful for reducing overwhelm in that regard. You will be able to ask, "Does this additional offer align with what I'm selling?"
The WHY behind starting here.
So often, people create courses that just feel like a jumble of ideas that don't flow. They don't consider HOW they're going to sell it. They should be asking, "How will you talk about it? What problem does it solve? Why should someone take it? Who's it for? Who's it not for?" Instead, they create the product and hire a copywriter without asking themselves the essential questions about how to sell it. Often, they get the copy back, and it doesn't align with the product or offer any value to their audience.
By considering those things from step ONE, you're going to make a MUCH better, more effective product that will actually please your customers because it delivers on what you promised.
This is much simpler than it may seem. For Booked Out Designer and Breakthrough Brand All Access, I made a "what it is" document. I didn't refer to it as a sales page; it was just my overall content plan and pitch for the product.
Creating a document like this is more for YOU than anything. You can specify what audience it's for, what they'll get when they finish, the results they will see, and the purpose of creating it. I don't want this to feel high pressure for you; think of it as how you'd pitch your product to someone face-to-face or online. You can use this as a guide while creating a new product. It is also a great base for marketing when you begin that process. When I did this in my business, I focused heavily on the WHY, which clarified my purpose in the creation process.
So friends, write a marketing pitch for the product before you start recording, designing, writing, and creating it. Do that FIRST. Remember- by considering those things from step ONE you're going to make a MUCH better, more effective product that will actually please your customers because it delivers on what you offer.
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July 26, 2022
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