“But I know this can solve their problems, I know that once they take this they’ll never have a problem again and I can tell you why they need to take this because the problems that they are having are caused because of a lack of this and I’ve studied this and this makes me an expert on this and when people hear about what they are lacking they will want this… can you write my copy?!”
Happens all the time.
CEO or product formulator figures out something people need.
They go on a rampage to create said product or service to fix what people are lacking…. Or what they perceive that people are lacking.
They patent it, get all the legal in order, order their office equipment and set up their office and get a virtual assistant and go to install whatever they can and write whatever they can and convince people that this is better than anything they’ve ever seen before….
….. and then call me.
“Can you write the copy and help me to make a 6-7 figure income like you are? I mean can we do this in like 6 months because I really want to stay home with my wife and kids and honestly once people see that this was their problem it is going to be HUGE!”
I breathe.
I sigh.
I want to send them MaryEllen Tribby’s website and her article on the Holy Grail of marketing.
Maybe I’ll register them for the next event Dani Johnson has. That could give them some enlightenment.
But the sad reality is this. They don’t realize that JUST because they have found a need and JUST because they believe that their solution is unique and ultra specific does not mean that ONE DARN PROSPECT is gonna think the same thing.
So.. I encourage them to build a list. Start working to roll out the product, see how many people will opt into the list. See how much attention you can achieve. Let’s see how unique this is, let’s see if people are running to grab anything you have to offer.
And they get confused.
“Can’t you just write the copy so that everyone will buy it? I mean your website says that you can talk the prospects language and I know that language and I know how to talk it- so can you just listen to me and put it into sales copy? Yeah, that will work great!”
I ask them how many people are on their list.
“What list?”
The one that you are already testing this with. Have you introduced this to anyone yet? How are they responding? Have you done a free webinar or a free video and did anyone opt into your list, call you, download your free report or watch the video?
“What video and who said I’m working on my report.”
“God… please help me” I think to myself.
Before I go further let me tell you that I’ve sold many things online in the last 14 years. I’ve sold millions of dollars in nutritional products, kitchenware items, coffee makers, blenders, mixers, grainmills, juicers, books, tablets, pills, potions, makeup, oils, you name it. And for each one the CEO and the company were always convinced was the greatest thing on the planet and it was the OOOONNNNNLLLYYYYY one out there.
If it sold it was plain and simple – because the world said they WANTED it. Period.
If it didn’t sell it’s because the world said they did NOT want it and it was useless. Period.
In my history of sales online and in direct selling I’ve discovered that some very pathetic products can sell. With the right marketing it can fill a need and people will consume it, buy it and want it. There are multi-billion dollar businesses out there in every single state that most busy stay at home Moms shop at on a weekly and twice weekly basis that prove that. Low quality, great marketing, everyone wants it. Why?
Because the products they offer are ‘good enough’ for the real need they have: TO believe they are getting MORE for their money.
You see, when someone has an amazing product or service their goal BEFORE they get the product or service into the hands of the consumer or customer- is to FIND OUT what is the real need, the real urge, the real longing and desire that the consumer and customer has……
so that we can use THIS PRODUCT to fill that need.
Far too many people believe that to have more energy what clients REALLLLLLY want is another energy supplement or drink that tastes great. NO they do NOT! They want to stop feeling like crap on a log flung over the railroad and they want to live a life without boundaries with energy to spare!
When someone comes up with a new skin care line they always seem to gravitate to the super impressive non-oily extra unique special cream and compound they’ve created. They are convinced that when people find out how non-oily it is, that it’s the ONLY one and that this unique special cream can make you feel so good about not putting chemicals on your face they will WANT it.
The fact of the matter is this- people want to stop looking old, they want to feel sexy, they want skin that looks like they are twenty again (even when they are 57!) and they want it to work fast!
So… does focusing on the super non-oily ingredients cause people to opt into a list, flog to your website, tell their friends all about it and make you a truck load of cash? NO.
When someone calls my office or comes to me and says that they have something so insane, so amazing, so super galactic that the world will never be the same, my first question is: Do people want it?
I’ll do some research if I have to, run some tests, create a webinar, start publishing a newsletter and start putting content out there. BUT… and this is a big but! If they don’t respond, then it doesn’t matter. No one wants it and the value is not there.
So…… do people want what you have?
Put a test out there. And remember….
Real big business owners are NOT emotionally attached to their tests.
If it doesn’t work- change the test, tweak the message, change the strategy. But for goodness sakes please don’t call me to write copy that convinces everyone that what you have is better than anything in the world. BUT if it’s like most successful products, after some testings, research and growing the list- we can make some great cash together!
