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Your
Product Isn't Worth Squat
-It's How You Sell It That's Valuable
Or:
How I Sold 29,000 Copies Of A Product I Bought
For $100 While You're Still Wasting Time Putting
The Finishing Touches On Your Masterpiece
From
the desk of Timothy A. Gross
A
lot of people who create or develop a product think it'll
"practically sell itself"... That's setting yourself
up for a lot of frustration and disappointment.
The
truth is this: A product in and of itself has virtually
no value.
It's
whatever mechanism that's created to effectively sell it
that has value.
Frequently,
people approach me by saying something like this:
"I
just created a product/ebook/course on (fill in the
blank) and if you'll do all the marketing for it, I'll
split the profits 50/50 with you."
Unfortunately,
my response 98% of the time is, "Gee, thanks but
no thanks."
Because
the truth is that products themselves are remarkably
interchangeable.
For
example:
"I
just finished a really great ebook/course on how
to make money on the Internet... If you'll do all
the marketing and promotion, I'll split the profits 50/50
with you."
Look
- If I want an ebook on how to make money on the Internet
and don't have the time or inclination to write it myself,
I can:
-
Pay
a ghost writer to write one for me (for a lot less than
you might think)
-
Purchase
resell rights to an existing product with "re-brand"
rights (meaning I can change the title, etc)
-
Bundle
a couple of existing products with resell rights and call
it something else ("The Ultimate Package" or
whatever)
- Take
a bunch of free articles and ask the authors for permission
to put them into a compilation ebook (which will get them
free publicity)
...You
get the point.
This
Is What Does Have Value:
- If
you have "a story" that is unique (in this case
rags-to-riches, or some unusual, interesting angle that
a sales letter can be built around)
- If
you have existing testimonials for yourself or the product
that can be used in the sales letter (note: this can make
or break a sales letter single-handedly)
- A
proven sales process that successfully sells the product.
That sales process includes:
- A
profitable sales letter
- Established
advertising media you can advertise your sales letter
- Whatever
back-end or additional products you can sell to initial
buyers that will increase your value-per-customer, which
can help make an initially unprofitable sales process profitable.
...Now
the weird and important part is that if you look at the above
bullet points, they remain the same regardless of the
product. You could literally swap out one product for another
while keeping the successful sales process the same
and it wouldn't matter one iota.
What
does this mean to you?
Don't
waste months on product development - Spend your time developing
a winning sales process that you can plug a product into.
More
on this in future issues.
To
your success, Tim Gross
P.S.
- I had a client with a high-priced software product that
wanted to have an inexpensive information product to sell
to "qualify" prospects and then try to upsell
their software product afterwards.
They
could have spent months developing that product. Instead,
I purchased resell rights to a product for $100, knocked
out a killer sales letter for it, and over 29,000
copies have been sold.
I
could replace the actual product with any similar product
and it wouldn't matter one bit. So again I stress: The value
is not in the product itself, the value is in the
sales process.
Related
Articles:
A
Foolproof Way To Maximize Your Future Product's Sales
Making
"Rock Star" Internet Profits
The
Mysterious Connection Between Harley Davidsons, Girl
Scouts, And Tripling Your Sales
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