If your product fails to sell then your product differentiation and your positioning of the product are very weak.
I'll tell you right now. There's nothing worse than sinking 3 or 6 months into creating a product that no one wants to buy. I've done it before. And it stinks. It 100% stinks.
If you are not going to take the time to do proper research to ensure that your product is positioned well in the minds of your target market you are just plain and simple going to fail. Unless you really get lucky!
Most people are in such a big hurry to get their product out to the marketplace that they don’t even stop to think about it making sense to their targeted market.
I mean, you have a great product that makes total sense to you that you just spent a ton of time creating. Why wouldn’t it make sense to the person that shows up? Why won’t they see the same thing you see?
It is pretty simple. It is not positioned in the right place for their mind to see the same thing you are seeing.
Let me show you what I mean as an example.
I had a student who made a great product. She did her research and figured out that most of the people were failing because they did not have the right mindset going into the coaching course they were taking.
Well this was very clear and evident to both her and my-self. She had no problem whatsoever convincing me that the product she was about to create was both a great product and much needed.
But there was one problem with the way she was going to go about doing this. She wanted it to be her entry level and main product.
Well this may be OK if she could get it in front of people that already knew they have a bad mindset that needs to be changed.
But the audience she was going after were not these people. The audience she had felt there was nothing wrong with the mindset they had. They just wanted her to coach them, and help them make a bunch of money. They felt like they had a good mindset and were motivated and ready to go.
So by her putting this product as the entry level product into her program it was not making any sense to her students. She needed to find the best place to position it in her program where it would make sense.
What about into her product funnel where the majority of her students started trying to figure out why they were failing, when the majority were ready to give up and quit.
Now would be a great time to say, “hey let me show you something about yourself that will shed some light on the problems you are facing right now at this point of the game."
Now her students would be more willing to listen to her when she started talking about changing the way they were thinking to keep moving forward.
A good way to go about positioning your products is to think in reverse… instead of starting with yourself, you should start with the mindset of your customer.
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