The #1 Question You Must Answer About Your Product Or Service: “Is This Right For Me?”

Audience Building Strategies for Content Businesses

Audience Building Strategies for Content BusinessesWelcome to the Marketing Show Podcast.

As a business owner, you’re going to be faced with a lot of questions about your product or service from potential clients.

Though everyone will ask a different variation – with details that pertain to their own unique situations – the fundamental question almost always boils down to just one thing they really need to know.

On this new podcast episode, Clay and Andy cover the “Is this right for me?” question.

Listen up for our best tips on why and how to answer this important question as often and effectively as possible.

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[0:00:00]

Clay: Most of us don’t have a problem related to the desirability of the outcome that we’re selling. If you’re selling information on how to become healthier, most people want to become healthier. If you’re selling information on how to be more fit, most people want to be more fit. If you’re selling information related to business success or personal finance success, most people want business success and personal finance success. Usually, in most markets, what you’re selling is related to an outcome that people want, but the reason why they don’t buy their products or buy your products isn’t that they don’t want the outcome that you sell. It’s because they do not believe that your products can actually finally get them the results that they want.

Hi, my name is Clay Collins, and I’m joined by our head coach, Andy Fossett. And today, we’re going to talk about the most important question that you need to address in your marketing, and that question is this. Is your product right for me? When people ask the question is your product right for me, what they’re asking is even with all the limiting beliefs that I have, even with all the problems that I have, even with all my shortcomings and weaknesses, if I have your product, will I still be able to get the result that you promised with all of my limitations, and that is the thing that you absolutely must address. I’ll give you an example. The other day, I was on a webinar, and I got a number of people asking questions like, you know, I’m a life coach. I’m from Indiana. I’m in my 40s. I’ve been blogging, but I want to move into doing some more things and your product seems to provide this outcome, but I want to know will it work for me.

And usually, you know, circumstances, merely what they want you to do is just to affirm that it will. You don’t need to go into a long explanation about how and why. You merely need to – If it’s right, if you do believe that you can help them, you merely need to say to them, you know, you need to list off the variables. Yes, life coach from Indiana in your 40s who’s been blogging. This is perfect for someone who’s a life coach in their 40s from Indiana who blogs, and briefly state why, and that’s usually all you need to do to address this objection. But really, this gets us back to, you know, transformations. People are usually buying outcome, but really, what they’re buying is the transformation. They’re buying the transformation that is the gap between where they are and where they would like to be as a result of using you product. What do you think of this, Andy?

Andy: Yeah, absolutely. And I think you kind of nailed it on the head towards the beginning too when you mentioned that, you know, people want to know if they’ll be able to achieve this outcome with their limitations. We tend so often to see ourselves as flawed, as limited, you know, as held back in various ways. We have all these problems that we’re fighting against, and so it’s natural to assume that when other people are successful in something that maybe they don’t have the same problems we do. So if we’re looking into acquiring a solution whether that be an information product or something else, any solution that we’re seeking, we want to make sure that it’s going to be effective for somebody just like us, not somebody who isn’t born with our natural limitations, and you know, this is because we like to see ourselves as beautiful and unique snowflakes, and that’s both in a good way and also, you know, in the negative way is that we think we have unique problems too. And so, you know, we want to know that starting point of that transformation like you mentioned is going to work that we can still get there from where we are right now.

Clay: Yeah. You know, I’ve noticed. Whenever it comes to any outcome that we want to achieve or that someone else has achieved, and you know, we want to achieve it also, the human brain unfortunately has trouble attributing the reason behind like why they got what they got or why any outcome is possible. We have trouble attributing the causal factor to more than one thing, so we usually want to find one reason. So if we see a gymnast, you know, doing something awesome on the rings, we assume that it’s because of who they are that they have unique gifts, abilities, and talents that allowed them to do that, and that might be true. But if you’re selling like you do a rings course, most people are going to see what’s happening and say to themselves I personally the story I’ve told to myself about who I am and what I am capable of…

[0:05:00]
…is not consistent with what your product claims it can allow me to do, so I want you to tell me that this product is for me even with all my flaws, even with all my weaknesses, even with all my, you know, negative self-believes.

And I think whenever you’re selling information that is probably the primary thing that is holding you back from making the sell because when you sell software or when you sell a mechanism, when you sell something where it’s all done for you, someone doesn’t have to put faith in themselves because they believe that whatever mechanism they’re buying is going to do it for them, but when they’re buying information that is meant to bring about a transformation in themselves, right, like if they have to carry out whatever they’re being told to do in the information, then you run up against their own limiting beliefs, which means that you need to address that question squarely.

Now you can’t always do that in your information products. You can say until you’re blue in the face, yes, this is for people who are overweight; yes, this is for people who are out of shape; yes, this is for people who, you know, do not look like the person who’s doing these tricks in our marketing materials. You can say that until you’re blue in the face, but they always want to hear the response is about them specifically personally. And so what I found is the best way to address the subjection in one-on-one selling is just some version of parroting back to them everything they’ve said about themselves in saying this is perfect for someone like you, and you know, you’re telling me how you address a subjection by actually telling them that someone who’s less capable has been able to accomplish these things, and certainly, if someone believes that someone less capable than them is able to accomplish something, then they’ll believe it’s possible for themselves. What usually bring someone over in marketing is when you demonstrate that someone that is less capable then someone perceives them self to be can achieve those same ends, usually, that’s when they buy in.

Andy: Yeah, absolutely. And that’s why we see a lot of marketing that’s centered around, you know, these crazy discovery stories like I was broke, unemployed, and my wife had just left me, and I realized that I was totally illiterate, yet I stumbled across this crazy Forex trading secret, you know, like even if somebody is totally, you know, disadvantaged as I am can figure this stuff out, then surely I can teach you to do it, and you know, that’s a really extreme example, but it’s true, you know, like you mentioned for people for like my clients, you know. We teach some movement, some strength training movements that seemed very difficult, but we can also teach them to people we’ve taught and to people that are over 70 years old, and people who’ve had shoulder surgery, and people who had all kinds of injuries and problems, and if that’s the case, then we can definitely teach them to somebody who is in relatively good shape in their 30s or 40s, you know. So that story is a great one if you can show how you’ve been able to get the results for somebody that’s starting from an even worse position.

Clay: Yup, yup. And hence we will see a lot of marketing gurus who are using their own success as sort of the main testimonial like hey, I was able to accomplish this. People who are often selling their own success rather than selling the success of their clients – People who are selling their own success often dumb themselves down, you know. They’ll be like yeah, I was wondering if all this marketing stuff works. Like for marketing gurus, a lot of times, they will purposely not use larger word. They will purposely seem kind of stupid because they want you to think that if someone who’s practically mentally challenged like almost in the shorter boss can do it, then well, I should be able to also, you know, and I think that’s disingenuous, and so there’s lots of, you know, good and bad ways that this can manifest. I guess maybe in the fitness industry, you know, some version of this is seeing a ridiculously overweight person who all of a sudden has six-pack abs, you know, 2 months later. It’s because they want everyone who’s watching that who might only be 50 pounds overweight or 100 pounds overweight to look the person who’s 300 pounds overweight and say if they can do it, then I can too.

Andy: Yeah, absolutely. Like you said in marketing, looking too smart, you know, people can – In an information type of business, people have a natural distrust for someone who’s too smart, who’s too clever, right. We think that they’re trying to pull something over on us too, and it’s the same thing in fitness too. If we only show people who are incredibly fit and ripped and strong…

[0:10:00]
…and have always been athletic and have always excelled in sports, you know, showing that person as an example of what your system does isn’t really going to convince many people because they’ll always attribute it to oh, that person is a genetic freak. That person has superior DNA. That person is just brilliant. And so, we need to definitely show always when we can, you know, that this is going to be working for the average person and specifically for people with very specific, you know, problems, with very specific disadvantages, and the more specific we can be with those disadvantages, I think, the better chance we’re going to have of convincing people that what we’re offering is not just an outcome that they want, but a transformation that they personally can achieve.

Clay: Right. Right. By the way, have you seen those clipping products where you can buy transformation photos like for people who run gyms or for personal trainers like you can actually buy like a 50-pack of before and after transformation photos that you can like slap on like it’s totally screwed up. You can like…

Andy: I’m not at all surprised. Unfortunately, the fitness industry kind of runs to the – It’s a race to the bottom in a lot of ways, and the fitness industry gets there a lot faster than many other industries.

Clay: I think the make-money-online space, which I am completely not – I’m squarely not involved with. I just saw the video player, but yeah, that space is absolutely gone there as well, and I think that any field where the desire is great, I think, is also going to be prone to a bunch of sketchy behavior, but I also don’t think that should keep people out of these spaces. I think that, you know, if you’re an industry where there’s a whole lot of sketchy people, it means that probably what that industry is crying for is a real authentic voice that offers a true solution from someone whose compassion doesn’t see people as, you know, with dollar signs in their eyes, and so I think that’s an area for huge opportunities.

So just to sum this up, when you get support questions, when you get emails with people asking you about your product, try and see if you can apply the filter of is this product right for me to it, like just know that that’s what they’re asking. So if someone says hey, you know, I saw that this works for men, but I don’t see any pictures of women. Do you have any female testimonials? What they’re really asking isn’t, you know, hey, I’d like to see email testimonials. What they’re asking is I’m a woman and I want to know if I can get this outcome. You know, with the ring straining example, what they’re asking as you told me is hey, I have these limiting beliefs about myself and I want to know if I can simultaneously hold these limiting beliefs about myself, but because your product is in my life now, I’ll still be able to accomplish this even with all of this doubt that I have. So at the end of the day, probably 95% of questions people ask during the buying process just really boil down to wondering if they can simultaneously have all the beliefs that they have about themselves, and achieve the outcome that they’re looking for, the question is it right for me.

Andy: Yeah. And I think that also, you know, it needs to be said as well that if the answer to that question is a no, then by all means, tell them no.

Clay: Right.

Andy: This isn’t about manipulating people and trying to convince them that something is right for them when it, in fact, is not, but it’s just recognizing that many of these questions at heart are simply asking if they product is right for them, and if it is, then you should certainly answer in the affirmative.

Clay: By all means, right. In fact, it’s not only the honest and right and moral thing to do to tell someone that, you know, if your product cannot get them results, to be upfront about that, but also build trust with your market, to be very clear about who a product is for and who it isn’t for, and often, you know, you can get as far by telling people who a product is not for as you can get telling people who a product is for. So it’s important to always list those types of things.

Andy: Absolutely.

Clay: Anyway, my name is Clay Collins. This is Andy Fossett, our head coach, and we want to remind you to always keep in the back of your mind the question is this product right for me when people write in with queries about your product. Thank you so much for listening to The Marketing Show podcast.

[0:14:57] End of Audio

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  • optionsizzle

    I really enjoyed the podcast and interesting you mention the make money niche. I am in the make money niche and guide those that are interested in making and keeping their profits trading options. I despise the Forex niche for some of their claims with marketing and false claims. Many still fall for it though. I don’t construct my marketing like that, but what are your guy’s thoughts on presenting a course related to trading and types of guarantees?

    • The best guarantees fully reverse the risk to the purchaser and should be related to the outcome of the product, i.e., if you are promising a certain ROI, you should mention that benchmark in the guarantee.

      • optionsizzle

        In the niche like trading or investing you can’t promise a certain ROI. There are so many variables that will dictate the outcome.

        • Well you have to be able to promise *something* – right? Decide what that is, and if possible, make it measurable.

          • optionsizzle

            What are your thoughts on two good promises?

          • That depends on what your product is. What’s the result? Whatever it is, that’s the main promise, and you should find a way to guarantee it.

            Another way to think of it is that your guarantee should reflect the proposition made in your headline.

          • optionsizzle

            What could be an example if you guided people with market analysis and trade ideas? What could you guarantee? Tough to guarantee a return because entry and exits would be dictated by them.

            Or if you had a product that taught them a certain type of way to approach the market?

  • Great points. And yes, it needs to be genuine and real! I remember Marie Forleo saying in a video once: “f I can do it anyone can do it”. I experienced it as right out ridiculous. She is so obviously not just the average person with average skills…

    • Well, one thing to remember is that Marie Forleo didn’t just pop up and start doing this a few months ago either – she’s had LOTS of practice being on video and marketing herself.

      But, yes, you have to be genuine.

      If somebody isn’t a good fit for your program, you wouldn’t want to try to support their experience anyway, so it works out better for everyone involved to be honest from the beginning.