I Want You To Win This Game!

Transcription

1 Part 1

2 I Want You To Win This Game! Today, we are learning a set of thinking tools that will change how we approach the creation of our Digital Product, and our business I believe that most Digital Products are destined to fail before they re even created, unfortunately If you don t get your niche right, it can be expensive in wasted time, effort and energy, and I really want you to win here

3 There s A Counter Intuitive Element Here We must have the right mindset to win the niche game & create a product that people really want to buy Some areas of life, we're wired "productively" so success is natural and intuitive. For example: Walking - even blind children stand up and walk Some areas of life, we're wired "counter-productively" so success, and specifically steps to achieve it, are counter-intuitive. For example: Riding a bike.

4 We Can Learn Counter-Intuitive Things Targeting a niche is one of these areas that is very counterintuitive for most people What comes to us intuitively isn't what works in almost all cases I believe that this has to do with the way that evolution has shaped our brains and thinking patterns, literally But where success steps are counter-intuitive, we can learn how to do them to succeed

5 What Happens If You Get This Wrong? If you don't get your niche right, it makes creating your product and doing your marketing hard in the long-run It ends in creating a product that people aren t searching for and that they don t already want Worse, you then have to try to convince people that you have a great product

6 What Happens If You Get This Right? If you get your niche right, then it makes the product and marketing much easier You then create a product that meets the need your customer has, and gives them the result they want When they see and understand what your product can do for them, they start selling themselves, they feel attracted to it, and they want to learn from you

7 Niche Definition Noun: 1. An ornamental recess in a wall or the like, usually semicircular in plan and arched, as for a statue or other decorative object. 2. A place or position suitable or appropriate for a person or thing: to find one's niche in the business world. 3. A distinct segment of a market. 4. Ecology. the position or function of an organism in a community of plants and animals.

8 Wall Niche

9 Ecological Niche

10 Niche Market

11 A Sustainable Niche For YOU What You Are Passionate About A Sustainable Niche For You What Your Customer Is Passionate About

12 Mindset #1: A Niche Isn t Something You Choose, It s Something You Target If you re approaching this from a choosing stance, you re already on the wrong track A niche isn t something you choose - because people aren t interested in spending their hard-earned money on just anything A niche is something you target

13 Mindset #2: Niches Are Needs I like to say that Niches Are Needs - because it helps you remember to organize everything around what your student-customer needs We don t pay money to solve needs that we don t have, we pay to solve needs that we have Follow unmet needs to opportunity

14 Mindset #3: Niches Are About Results When we buy a quarter inch drill bit, we don t want a drill bit, we want a quarter-inch hole Getting crystal clear about the result your customer wants is how you win the niche game Google owns the search engine niche, but remember, it s not about the search - it s about the results of the search

15 Mindset #4: Focus On Benefits Distinction: Feature, Advantage, Benefit Most people think that their niche is the feature - but it s not (and it almost never is) We can find the benefit of a feature by asking: What does it do for you? - and then asking And what does that do for you?

16 Niche Exercise #1: Features & Benefits What are the 3 most important things that you re going to teach your students in your Digital Product? What will each of those do for your student? And what will be the results that your student will get if they actually use what they learn from you in their lives?

17 Hot Seat: Bec Robbins +Q&A

18 Part 2

19 How To Think Like A Niche Guru We have to learn a few mental categories in this section, so we can use powerful mental shortcuts, and save trial and error This next few concepts is probably the most powerful marketing psychology I know Continue to review this section as you develop your product and your marketing

20 Irrational Motivation Humans are not motivated to take action by logic, they are motivated irrationally - through emotion (e-motion, motive, motivate) But we also have an interesting mechanism that rationalizes our desires, so they seem rational and logical When targeting a niche and creating marketing strategy, we must identify the irrational motivators that drive almost all buying behavior

21 Are These Purchased Rationally?

22 Abstract Vs. Concrete When you re selling information, you must remember that there s nothing to touch And most of us have a tendency to actually go into the opposite direction, and go abstract It s important to make a clear distinction in your mind between the abstract and the concrete, and to focus on the concrete

23 Abstract Concrete Finances Health Love Food Music $100 Bill Belly fat Sex Green Shake A Guitar

24 Physical / Emotional / Conceptual Let s further categorize experience and thinking into three key domains: Physical, Emotional, Conceptual We have 3 brains nested inside each other, to help us navigate through these three domains It s enlightening to always ask yourself which domain you are talking about

25 The Triune Brain Model

26 The Physical Dimension The physical domain or dimension is about matter and the senses - it s about things you can touch, taste, see, hear It s the language of sensory experience, and detail, not the language of interpretation If you re talking about sensory experience and concrete details, you re in the physical

27 The Emotional Dimension The emotional or feeling dimension is about the chemicals and hormones in your body that change your mood and your thinking channel Emotions are what motivate us, but they tend not to be the most motivating things to talk about If you re talking about fear, joy, anger, sadness, guilt, etc. then you re in the emotional domain

28 The Conceptual Dimension The thinking or conceptual dimension is about the images and symbols we make in our minds, that simulate reality internally Words, symbols, numbers, and concepts exist in the conceptual domain If you re talking about ideas, logic, definitions, and concepts, you re in the conceptual domain

29 The Physical Is The Mother Here When we humans become activated we go back into our older, more primal brains And it s critical to remember that when your prospective customer reaches the place where they are motivated to buy, they are probably activated This is why we must talk to the physical, concrete, experiential part of their reality

30 An Example Of This Approach Incorrect: Health ideas for body success Incorrect: Feel happy about your physical self Correct: 3 foods that burn belly fat

31 Example #2: Incorrect: Financial analysis that really works Incorrect: Fear of finances can be upsetting Correct: Save $100,000 on your mortgage

32 Niche Exercise #2: Clear Communication Go through your list of features and benefits, and identify which of them are abstract and which are concrete Identify which of your ideas are conceptual, which are emotional, and which are physical See if you can come up with 5 more right now that are concrete, tangible, physical - AND motivating

33 Hot Seat: Corey Gladwell +Q&A

34 Part 3

35 Specificity We ve learned how to be concrete, and we ve learned how to stay focused on the physicalexperiential Now we need to keep going, and become even more specific Specificity is where the big opportunity is with niches and with marketing

36 Specific Is Measurable If you re promising to help someone lose weight, but you re not talking about how much and where, then it s not measurable If you re talking about money, and you re not talking about how much, then it s not measurable A good clue is getting to the point where you are talking about NUMBERS

37 Specific Is Verifiable If you re talking about a result that your customer is going to get, then there must be some obvious way of verifying the result Do you help people train their dogs? How will they be able to verify the result? An excellent question is: What will be the physical evidence that they got the result?

38 Specific Is Believable 87% is a lot more believable than a lot 20 pounds of belly fat is a lot more believable than lose weight How can you actually quantify the result you re going to deliver in time, money, numbers, or other thing that can be measured?

39 Drilling Down Once you get the process of thinking concretely, you can start drilling down We can drill down with our target audience: People > Men > Adult Men And we can drill down with our result: Health > Weight Loss > Belly Fat Loss

40 Examples Relationships > Dating > Men Business > Online Business > Digital Products Health > Weight Loss > Belly Fat Loss Finances > Investing > Stocks

41 Specific Result Promises & Names 1 Hour Dry Cleaning 3 Day Blinds 5 Hour Energy 3 Hour Diet

42 Niche Exercise #3: Drilling Down Who is your target audience? What is the key 20% of that audience that would be most likely to buy 80% of the products? What s the 20% of that group that buys 80%? What is the result-benefit that your product offers to those people? What s the key 20% of the result that they want most? What s the key 20% of that result?

43 Hot Seat: Susan Russo +Q&A