- Will bring them great joy
- Improve the quality of their life
- Enhance their status
- Have obvious quality–in other words, tangible, concrete, WANTED results
- Give FAR more than the ticket-price would ever reveal
- Enable your market to feel confident, capable, smarter, prettier, sexier–whatever they want SO much that it evokes powerful emotions in them.
October 4, 2011 By Lizabeth Phelps
In my special report, What I Know For Sure: Lessons Learned in 10 Years of Business, I list 75 topic areas that I have bumped into over ten years. And every day in October, I will randomly choose one of the 75 and expound on it. So here’s today’s: TIP # 17: What you offer MUST be “urgently” wanted. Period. Unless you don’t require much income. A product or program is urgently wanted only by those with an urgent want to alleviate a problem, or experience a fantasy. This is the look you want on your customers’ faces. Sheer exaltation when they have what you offer in their hands. You don’t have to be Apple, or offer something as world-altering as an iPhone, but you do want to elicit this look. So, what do you feel that way over? Anything that is going to 1) bring you unadulterated joy and/or 2) dramatically uplevel the quality of your life and/or 3) enhance your status. What has to be there in the product/program for you to feel so elated? 1) Certainty in its quality; 2) Clarity that you’re getting more value than you’re paying; 3) A true love for it (i.e. some warm and fuzzy emotional connection). When this is there, they urgently want what you’ve got. This is true whether it’s a product or a program, of course. Too many intellectual products and programs (books, CD’s, seminars, presentations, opt-in gifts, etc.) are not urgently wanted. They’re not “Brain-Sticky”–compelling, original and memorable–but the authors think they are and are confounded as to why they have few clients. Following the logic above, then, it is essential that you design all of your intellectual property around the needs and fantasies of your market. Make sure that they: