Every single day, my superteam of Demetria and Shirley receive an email from someone who wants me to promote their product. And good for the product creators. If you create a product, you SHOULD go out an actually market them.
However, as is the rule in my business, I will never endorse or promote a product I don’t believe in 100%. I don’t care if it’s my “friend” or someone who has “supported” one of my products in the past.
If the product isn’t killer – I won’t promote it. The trust and relationship with my list is too important (and yours should be too).
START WITH YOUR PRODUCT
Instead of slamming people like I used to in the past and telling you the excuses they’d make for creating a poor product (i.e. I put it together fast to capitalize on the hot trend, etc.), I’m going to share a simple bit of advice to help them (and you).
No matter how good your marketing is. Or how much traffic you can buy. Or how effective your sales copy is.
If your product is crap – your business is doomed. Doomed, I say (you can tell I love cheesy horror movies!).
Yes, you may get sales at first. Or maybe sales will continue to go strong for a while, but trust me – a bad product will soon reveal itself in the marketplace.
First come the dreaded REFUNDS. And the educated marketers will try and save as much of the sale as possible, but mark my words, the refunds will come.
I’ve seen refunds up to 50% (and higher) on some products. Remember, in the end it’s not what you make – it’s what you KEEP that matters.
The next wave are the CHARGEBACKS. There are customers who don’t even want to go through proper refund channels and immediately go for a chargeback with the credit card company. This will hurt you too. Get too many, and welcome to the blacklist, my friend.
Stage 3? Word starts to spread about how terrible your product is. Discussion forums. Youtube reviews. Facebook. The more you sell of a poorly created product, the more word spreads. Call it a victim of your “success”.
Sure, you can try to save your business by continuing to hammer your list with other “offers”, but the trust is broken and the damage is done. It’s a matter of time until you realize you are in trouble.
No more repeat sales. Zero word-of-mouth referrals. No affiliates.
Nada. Zip. Nothing.
I know what I speak of. While I pride myself on putting out quality products, I’ve also been guilty of rushing a product and not creating the best program I could. And it ALWAYS comes back to bite me in the rear. Believe me, I ain’t no saint and wish I could go back in time and shelved some programs.
JUST BE… GREAT
Here’s my advice. Just put out the best product you possibly can.
My friend, Ramit Sethi (he likes when I call him NY Times Best-Selling Author Ramit Sethi), has told me he’s spent SIX FIGURES just on creating a product. And sometimes it takes him up to 18 months (or longer) to put it all together. Yes, I think it’s on one of the extreme curve and I’ve told him so, but I can’t argue with his results. Incredible products and virtually zero refunds.
Don’t “hold back” content with fear you are giving them too much good stuff and won’t be able to sell them other stuff in the future. That’s B.S!
If people like what you sell, they WILL trust you and purchase more products, programs and services.
I have customers who have been purchasing my products for over 12 years – and they are already super-successful. I never hold back on my programs, I come out with both guns blazing.
Here’s a fun little checklist with a few strategies for delivering a GREAT product:
- Make your training truly STEP-BY-STEP
- Is it really worth 10X what you are charging? If not, do what you can to get there.
- Invest in quality graphic design
- Create multiple formats (online videos, mp3, pdf files)
- Add more learning tools (mindmaps, checklists, etc.)
- Transcriptions for the people who love to read
- Make is EASY to consume (online membership should have simple navigation)
- If you create software, can they use is WITHOUT documentation? The more simple, the better.
- Add valuable bonuses to enhance the program and experience
- Give a free coaching call or email access to additional support
- Give UNANNOUNCED bonuses that blow them away (something you could easily charge hundreds for!)
Now, get out there and change some lives, will ya?
ARE YOU CREATING GREAT PRODUCTS?
HAVE SOMETHING TO ADD? GET INVOLVED BELOW.
P.S. Here’s a formula for creating great products.
P.P.S. Here are other people creating great products.