Are You Making This Mistake?
Many marketers do. They get caught up in the "products" they're selling, rather than in meeting the needs of their customer avatar... Through THIS.
Watch The Training Below (10:50)
... In which Kyvio founder Neil Napier explains the crucial difference between "selling products" and .... THIS.
TRANSCRIPT:
"Hey there, Neil Napier here, and in this video I want to talk to you about something that most marketers tend to get wrong when they're trying to sell something.
So most marketers, when they try and sell something, they try and sell a "Product."
So even when I talk about creating a product, people just go ahead and think that they can just sell that product.
It could be a software solution, it could be an information product ,could be even a service.
And a product by itself even though it's good, even though it works, even though it solves a problem...
The big disappointment with the product is that it is just that a product... a product will not be suitable for anyone who doesn't really understand the problem properly or who has other solutions in mind for that problem.
As well there are what is known as these five stages of awareness... I think it's five.
It starts with "unaware about the problem", "unaware about the solution", then goes to "aware of the problem", "unaware of the solution", then goes to "aware of the problem", "aware of the solution"... and then eventually comes on to "aware of the problem, with the solution".
And they know as well... they know your Brand as well .
So anyway if you're trying to sell a product, it'll be easy to sell a product to a warm audience... people who know you well enough already.
But if you really want to scale up... if you really want to go out there and sell a product to a lot of people
... to thousands of people...
You will struggle to do that...
To fix that what you need... and I know it's gonna sound funny... but what you need is an OFFER.
So let me put that down there, okay?
So what you need to sell a product is an Offer.
Now an offer is not quite a product, but perhaps it's a combination of numerous different products.
So a product could be for example a guide on how to lose weight, that's just an e-book, which is perhaps 30 pages long. We're selling it for $19.
And now that might be okay for people who want to lose weight in 30 days. It's a perfect opportunity for them to come in, swoop in on this product for an amazing price and start getting results with it.
But here's the thing...
A lot of people that we reach out to might not be looking to lose weight right now... They might be looking to lose weight later, or maybe they have tried a lot of other things, and they have objections...
Or maybe one of their objections is that they don't know what kind of food to eat. Maybe another objection that they have is they don't know how to eat good food on a budget, you know they can't afford to go to Whole Foods all the time.
Maybe another objection that they have is that they wish to exercise but they don't know how to exercise while working from behind their computer screen all the time.
So this is the key difference between a product and an offer. So whereas a product is only about one thing and you are solving one problem...
With an offer you're solving multiple problems. So you're taking one problem, one core issue, you're resolving that, and if people have more obstacles, you resolve them as well.
So you basically give them, of course, this one main component, and then you've got a second component, you have a third component, and then a fourth and a fifth, and so on and so forth.
So this is how an offer in essence is different from a product.
Now let me explain how you should construct your offers.
When you've constructed your product, so of course go ahead, and create your training...
Create your software product, your service, do whatever it is you need to do to solve the one core problem.
But to really make it a sweet deal offer... make it an offer that has this product as the core centerpiece, but it also has additional things alongside it.
So let's say if I was doing some training... on one of the most recent trainings I did was on how to create webinar funnels, right? So that's my core offer.
If you want to create... if you want to create a webinar funnel, let's say, "okay I'm really good at doing webinars".
So I assume for quite some time that you can do that as well, and if you can, there other ways, but what I'm gonna teach you in this offer is how to create webinar funnels for your business.
Now that's great... you know you get this for $99.
You're thinking Neil that all sounds fine, but I've never done one before, you know... sure, I can create a funnel in Kyvio, but I've never done a webinar before.
So I'll say okay... in this bonus training I'm going to give you, let me not start putting some text... okay in this bonus training, I'm going to start giving you training on how to run a webinar.
You'll say okay Neil that's fine, but I'm not a copywriter. How do I get over that little... I say, "okay I'll give you my webinar script" (sorry about that) so in this case I'll give you my webinar script...
And you'll say Neil, that's okay as well, I can kind of see, I can get a hang of it, but you know, once I get there, what about traffic? How do I get all the traffic that I need?
I'll say okay, I'll sweeten the deal even more for you.
I'll give you training on, let's say, traffic to your webinar, right?
And then you'll say okay Neil, all of that is really good, I love it, but you know what... This is my first day doing internet marketing, and as much as I would love to create these webinar funnels, I don't have a product.
And I'll say okay, I get it, just to make it super awesome for you, I'm also gonna give you a done-for-you product to sell along with sales pages or actually they could do that with the funnels right?
This is good, this is really good, okay, and emails as well.
So I'm giving them sales pages in this case, because they can look at this, and they can reverse engineer the webinar funnel training basically, they can watch the training, and they can look at these pages, the opt-in page, the replay page, the Thank You page, and whatnot, and they can construct the whole thing themselves. They can understand basically how everything falls into place now.
Had I just sold the webinar one, even for let's say $29, my sales on them wouldn't have been that high, because people had all these objections that hadn't even overcome. All I was giving them was this, let's say, to our course on how to create an opt-in page, how to create a thank-you page, a replay page, and maybe some showing some retargeting as well, and that's it.
And people might not value that enough, because I'm not still solving their major problem. The major problem isn't how to create webinar funnels. It might be one of the key issues, but it's not the overall issue. The overall issue for a lot of my customers is how do I get them from not having than any webinars to doing webinars and making money with it whenever they want.
And to be able to do that, I need to take them through this journey. I need to take them through this process. Think back to the days when you were starting out. Think back to the days when, you know, now you're an expert in something, but when you were not an expert. Just solving one thing didn't solve your business.
What you have to do is give them additional things, so people like it more. This is how offers work.
Let me give you a surprise. Here, this is really really useful. When you want to keep selling this offer over and over again, think about this for a second.
How many times do you think I can sell if I was to just take the webinar funnel course? Y,ou know it's a two-hour course. I,f I was to sell this in January could I also sell this in February? Could I also sell this in May? March April May June July August, maybe I could.
Maybe if I'm really really good salesman, I could. I do.
But most people are not able to do that most people struggle with just selling one thing. If you have an offer what you can do is... you can every month sell one component as the key core component, and the rest of them become bonus components. So in February for example I'll again still hit up that list, that didn't buy the webinar funnel, and the whole thing.
Then I will say, "hey listen, let me teach you how to run a webinar. Here's this course, 99 bucks shows you 8 ways of how to technically set up a webinar, how to invite people to it, how to add people to it, how to mail them, how to run the whole thing, basically.
Now I know what you're thinking and thinking... Neil, well this is fine,, but you know it's still not... it's it's okay, but I don't have any webinars to run, what do I do... or I want to offer, this as a service, I am I mean if I get this, that's great, but I want to offer this as a service... what do I do?
Then I'll say, well, okay if you want to offer this as a service, add this, as it as an upsell for your client. Given the webinar script, and then if you won't do this for yourself, I'm gonna give you the done-for-you product to sell. Perfect already a $99 offer, then the month after I can run a special training on how do I write my email copy, how do I write my sales pitch copy... most importantly, how do I write my webinar copy... type in our script, ,that it's a really really time-consuming thing to do but if I can break that down into a system people will pay $99 for it, they'll say, "ok perfect, I get it one day, I want to do webinars. I'll pay in 99 bucks, but once I've done that, how do I then create a funnel? How do I then actually run the webinar, because I've never done it before? If it's a more mature audience, I don't need to maybe give them this thing, right? That's fine, but if they're not, then I can sell them all these other things.
So this is the key difference between a product and an offer. When you have an offer ready, when you have an offer done, you can sell, it over and over again with different angles, with different positioning, you can target it to its different kind of market segments.
If I was to only do one product about webinar funnels, I could only really sell it to one kind of audience -- people who knew what their banners were,, who knew how to run them, who could drive traffic to them. All they didn't know was how to create a funnel for a webinar. That training is just good for them, but once I have this package, it covers a wider audience.
Of course it's a lot of work, but the reward is that I can continue selling it month after month, just by approaching it from a different perspective.
Tell me what you think about this. Does this help? Is this something that you found useful?
Leave a comment below. Please give me feedback. It's always welcome, and if you enjoyed this, subscribe to my channel and tell your friends."
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