This month I’m in the midst of creating three new products (one for IttyBiz, two for clients whom I’m ghostwriting for) , and I’m reminded of how difficult it can be for people to choose which product they’re going to make next.
Generally, there’s never an idea problem – there’s a too many ideas problem.
I personally have a list of 22 products on my “would love to make” mind map, and there’s no way they’re all going to become real. From what I’ve heard from others, they’re in the same boat. How do you decide which one to make next? And what about the one after that?
It can be dizzying, and so more often than not, we can simply avoid think about it. Too complicated. Maybe later. (Unfortunately, that ends up being far later than we’d like.)
So today, I’ll share my 4-step process for choosing a “next” product.
Let’s dig in!
If you own Product In A Weekend, you’ll already be familiar with the concept of a “simple outcome” – a single, easy-to-achieve result that your product can help people achieve.
It’s the premise behind a gateway product – something low-priced enough to be easily accessible while providing a valuable simple outcome that makes it a bit of a no-brainer purchase.
These gateway products are a perfect way to get new people who have just joined your list to make an initial purchase from you. They may not be ready to buy your $297 course or your more expensive monthly coaching, but they can spring $27-47 on something simple.
Then, once they get to know you and trust you, it opens the door to higher-priced purchases later.
But did you know you can incorporate this approach in your larger products and offers – even if they’re in the 4-figure range?
You can. And you probably should. Here’s why.
Sometimes the business world as we know it grinds to a halt, because something BIG is going on that capture’s the lion’s share of people’s attention.
When this happens, engaging in business-as-usual isn’t an easy thing to do – what, are you going to launch a new course with fanfare when everyone’s reeling from That Thing That Just Happened?
No, you’re not.
You’re in “the meantime” – that stretch of space where the streaming TV series we call life is on pause.
So, rather than sit on your thumbs waiting for things to go back to normal (ha!), here are a ton of worthwhile (and potentially profitable) activities you can engage in that can make a meaningful impact on your business right now.
Service providers (freelancers, coaches, consultants, physical services, etc.) often have trouble setting up Black Friday promotions because their services may not lend themselves particularly well to traditional discounting.
This can be because of margin (you literally can’t cut your rate by a compelling amount), or because there might be branding implications (you charge $250 an hour, and cutting it to $150 feels like it will cheapen your branding).
Or, it can simply be because you haven’t seen enough examples of how to do it.
So in this post, I’ll walk you through a few examples of different kinds of Black Friday promotions that work well specifically for service providers of any stripe.
Read them through, and see which one(s!) might be a good fit for your Black Friday promotion – or any promotion you run throughout the year.
Sales page headlines are often one of the toughest parts of copywriting, and a lot of people get stuck figuring out what to say. (And, of course, how to say it.)
This is especially true now as trends have been moving towards shorter headlines for sales pages and landing pages alike. Gone are the days where you have a long, wordy headline that tries to pack everything in – now we’re keeping it (relatively) tight, if only for mobile readers.
If you’re gearing up for a Black Friday promotion, then you may want to revisit your sales pages (on a phone even!) to see if your headlines could use some trimming – or simply some added punch.
To help you along your way, I’ve taken the liberty of explaining 12 high-performing headline formulas below – and they’re based on the products in the pay-what-you-want Karma Store, so they’re not theoretical. (In fact, I’m planning on replacing a number of my current headlines with the ones below.)
Take a look at them now and see if there’s one that’s a perfect fit for you and your audience.