Creating the perfect offer includes these components:
- Create something people want.
You’ll need to do your market research to find out what your audience wants. Hint: find out what they’re already buying, and create something similar (but better).
Elsewhere in this guide we’ve talked about how to do your market research on sites like Amazon and ClickBank as well as in Google to find out what your audience is buying. Now here’s the question: how do you make your product BETTER?
Here’s how to do it…
First off, you’re going to want to review and use the product yourself. Using the product is the key point here. Sometimes a product like a video or report can be a really entertaining read, so much that you forget about whether the product actually works. If you’re not familiar with the method (meaning you haven’t tried it yourself), then try it out to be sure it really works.
Secondly, you’ll want to see what your audience is saying about these products in your niche. There are two ways to do this:
- Ask them. You can survey their audience and ask them about the pros and cons of the top products in your niche.
- Read their reviews. Often times reviewers will list both what they like and what they don’t like about a particular product. Pay particular attention to a strength or weakness when you see multiple reviewers mention it.
Through your research and your hands-on review of the product, you’re going to quickly discover the strengths and weaknesses of each product in your niche. Your goal is to retain a product’s strengths while improving on the weaknesses. As the saying goes, “Build a better mouse trap.”
For example, let’s suppose you’re creating a course on the topic of Facebook marketing. Perhaps you notice that one strength among similar products is that people like if the course includes information that covers all the ways to use Facebook for marketing (both free and paid). That tells you that your course should cover all angles too.
Now on the other hand, perhaps your research suggests that a weakness among similar products is that reviewers would like more tips, examples and templates to go along with the course. You can make sure your product includes plenty of tips and examples for every step, plus you can include Facebook advertising templates that people can use to quickly and easily create ads.
Now the next component…
- Create a product in the right format.
Which format will best serve your product idea and meet your market’s needs? Possibilities include:
Ebooks or reports.
Videos.
Audios.
Multipart ecourses.
Tools (worksheets, checklists, templates, planners, etc.).
Membership site (vault, fixed-term, monthly membership, etc.).
Coaching.
Apps/software/plugins.
Again, turn to your market research to determine what people want and need.
TIP: Different people tend to have different learning styles. Some people prefer to read in order to consume information, some people prefer to listen to an audio, and still others prefer to watch a video. If it makes sense for your product, you can offer all three formats – text, video, and audio. That way, you appeal to the widest swath of people in your niche.
- Create the right package.
In most cases, your offer isn’t going to include a single product. That’s why you need to ask yourself: what sort of bonus package will you create to increase the value of your offer?
Take note: some marketers create a bonus package as an afterthought. They’ll literally go scrounging around on their hard drive to see if there’s anything they can use as a bonus. Sometimes the products they choose are only marginally related to the main product.
Don’t do this. If you add unrelated products to your package, it’s not going to boost your conversion rate or the value of your offer. Instead, the opposite may happen – a poorly chosen bonus package will cheapen your entire offer.
What you want to do instead is plan out your bonuses at the same time you’re planning your product. Here’s what to consider when planning or creating your bonus or bonuses:
- What sort of supplemental information would be beneficial to your customers? In other words, what sort of information can you share in a bonus product that wasn’t shared in your main product?
Let’s suppose you have a dieting product that covers the main topics such as nutrition and exercise. And let’s suppose your information on nutrition mentioned supplements, but didn’t get into the details. You might create a report on the topic of nutritional supplements, if it’s something your audience wants.
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- What sort of demonstration can you provide? If your main product is a “how to” product, then your customers will probably appreciate tips, examples and demonstrations. You might offer these things as part of the bonus package. For example, you can create an exercise video that shows customers the correct way to perform high intensity interval training workouts.
- What sort of tools will help them take action on the information they learned in your product? Here you provide items such as worksheets, checklists, templates, swipes, planners or even apps/software. For example, if you’re sharing copywriting information, you might create an app that lets people input the benefits of their offer, and then the app generates a variety of headlines.
Now the next item…
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