An old friend from uni asked my advice.
He’s thinking about programming a productivity product. Some online gooroo recommended testing the viability of a business idea by running a Google Ads campaign and my friend listened.
But he had no idea how to interpret the result.
When i looked at the account, there wasn’t much to interpret. He had a handful of untracked leads and he’d blown a fair amount of money.
All i had to go on was clicks and his opinion of whether some search was related to his idea or not.
What i needed to understand was the kind of searches that people interested in this product might run.
Buyers search in terms they’re familiar with, and their queries typically show bias toward some solution they THINK will solve their problem.
For example, rarely do you find a good qualified, real life searcher typing, “how can i lose weight fast”. You’re more likely to find them searching with solution biases like, “keto diet”, “lipo-6 fat burner”, “weight watchers meal plan”, and so on.
So I asked him what NEED he was trying to satisfy with this product. Like, how did he decide to create this product in particular? What is it a solution for? What are potential buyers complaining about?
More importantly, i wanted to know what existing solutions his potential buyers are considering.
He said, originally, he had an entirely different software in mind. But when he began to research, he found the market was saturated with similar solutions. So he changed the idea. And THIS new product would be completely different from anything being offered on the market.
This is an amateur mistake.
No business idea is so original that it is completely unique. And even if it was and you’re the genius who thought of it, this is probably because you’re nuts, the idea is terrible, and there is no demand for it.
Good ideas are usually improvements on existing ones.
The trouble with my friend’s approach is one that affects amateurs from all walks of life–affiliate and internet marketers alike. Either they choose the product or build one on the basis of some criteria, like…i dunno…it’s COOL…or i need a high end backend, or it makes money, has a recurring payout, it’s the latest trend, etc.
None of these is a reason for anyone to buy from you.
Once you got your product, now you start building marketing material for it. What are good keywords to target for this product? What’s a good audience for this product? Who wants this product? Who should i sell it to?
Then you proceed to FORCE that product on that chosen audience, trying to convince them they need it.
This is excruciatingly painful.
I suggested to my friend that instead of trying to guess at a product to invent, and then testing if there is demand for it…why not start by defining an audience he’s intimate with. People whose problems he understands.
If he’s familiar with freelance consultants and their problems with productivity, he could start a mailing list offering some productivity tips and ideas to get more done with tight resources and no staff. He can advertise it on Google or make YouTube videos.
Once he has a list and a theme for what he’ll discuss with them, he’s sure to refer them to some existing software solutions. If these products have affiliate programs, he could save himself the effort of building a software to sell and still make money from selling productivity software to freelancers.
I mean think about it…
Isn’t that, ultimately, what he’s aiming to do?
Aside from building it himself, he’s selling someone else’s product without making the investment into building it. He’d earn money from referring customers to it. And in the process, he would very rapidly be able to test MULTIPLE productivity product ideas, all without investing time or money into developing any of them.
If one in particular starts to do really well, he could always build the exact same software himself…
But it would be smarter to make his improvements here.
See, all the while he’d be learning from his audience what real life pains they have, what the existing solutions are lacking…how they’re coming up short.
And once he knows all of this, and only then, he can invest time into building his own productivity solution.
The difference is, now he has a receptive list of people ready to buy that solution. His solution has a competitive edge against the competition. And it perfectly solves all the problems and needs the audience have, making it more likely they will buy from him.
All the while, he would have been making money (instead of losing it), learning, and leveraging other people’s spent energy to experiment with different products, while saving his own time and money.
This way you fit a product to the needs of an audience, instead of convincing an audience to need your product.
This is what i call the “audience first” approach to marketing.
When you start with the audience, you have a perfect message-to-audience match. Meaning your audience is already biased to buy from you.
You learn how to do this from the very start of the Super Traffic Machine in the Brand Plan manual.
Our entire approach is an audience first one.
First, we drill down to the deepest desires and needs of an audience predisposed to trust you. Then we plan the perfect solution to their most painful problems in the Offer Manual. Then, in the Product Manual, we find, assemble, or build the product that meets all the criteria that we KNOW 100% would cause them to buy. And finally, in the Traffic Manual, we funnel them from Google into your offer where they buy and convert helplessly as you give them exactly what they need.
Doing it our way ensures you have the complete confidence that the perfect audience for your solution not only exists but is HUNGRY to buy from you, with the least amount of selling on your part.
This is just the tip of the iceberg – there’s much more to the Super Traffic Machine.
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