I’ve been having a blast hosting the Equity-Rich Women Online Pilot Program. Just the right women have stepped up to be involved (they are saying so too!).
Our mastermind forum is buzzing with aha’s, breakthroughs and priceless feedback. If you’ve never been part of a group coaching program or mastermind before I highly recommend it.
Call #3 last week was about creative thinking versus traditional thinking and one of the participants posted an aha moment in the forum which led to further conversation around developing products and programs.
During that conversation the topic of going deep versus wide to address the core problem(s) and/or desire(s) of your ideal client came up. To me, getting this part right is what really differentiates the experts from less-than-ethical marketers. Let me explain…
Have you ever purchased an information product only to find that it was totally not worth the money because the content was “wide” not deep; barely scratching the surface with any one topic to be of value?
I’ve been there… The package arrives; you rip it open anxious to devour the information; you dig right in but each time you think the “expert” is going to dive into a topic… whoosh, they’re right back at the surface again.
If you can relate, you “get” the idea of going deep with your content (because you’ve experienced lack of depth first hand!!). It’s frustrating as a consumer (feeling ripped off like this) and for the ones out there creating content like this it’s a really fast way to get a bad reputation. Pssst… people DO talk.
A number of the pilot program participants shared similar stories of disappointment over information products they had purchased in the past. And one of the gals summed it up perfectly by saying “fluff is for pillows”. Oh I couldn’t agree more!
Unfortunately this has happened to me a few times. I paid a LOT of money not once but twice to end up with products that had no real depth at all (and both were from women that most would consider “celebrity gurus”. And yes, I was shocked.)
It’s kinda frustrating that effective marketing can lead to the sales of crappy products… well at least until the reputation catches up with the creators that is. And for the record, I do not advocate the creation or sale of crappy – fluffy – products ever!! Just because you “CAN” doesn’t mean you should.
Action Advice: The moral of this story is that THIS is exactly why gaining clarity around who your ideal client really is becomes so darned important. And I find that most entrepreneurs don’t spend nearly enough time on this. By gaining insight into what their core problem(s) really are (i.e. their 911 scenario) you can then go deep to solve them… one problem at a time.
Pull out your calendar right now and set a date with yourself to address (or re-address) further clarity around who your ideal client really is and what their most burning problems and desires really are. KNOWING your ideal client intimately well is the key to long term success.
And remember… Say no to fluff!
Q. What do you think about the idea of going deep with your content to address one problem or desire at a time for your clients/customers?
Q. Do you have a fluffy product or program experience? If so, share it below (just the story/experience though i.e. don’t divulge WHO created the product you were disappointed with okay).
Share your comments below. (Comment section not showing for you? Click here.)
Love this, because we all want it real. Not another “nothing to it” info. product.