3 pricing, packaging, positioning tủ tài liệu bách khoa

' ' • Creating a Product That Sells 60 SECOND RECAP ••••••••••••• - YOUR GAME PLAN Idea Mapping, The Immersion Strategy, Your Profit Playbook - YOUR AUDIENCE Content That Sells, The Art of Authentic Self-Promotion, Your Lead-Generating Website YOUR PRODUCT The Psychology of Monetization, Blue Sky Brainstorming ~ NOW Pricing, Packaging, & Positioning HAT YOU'LL LEARN IN THIS LESSON ••••••••••••• ~ PACKAGING: What kind of product should you sell? An ebook? A video course? A seminar? ~ PRICING: How much should you charge for your first product? What about later? ~ POSITIONING: How you go from "nice to have" to a "burning solution" your audience is delighted to pay for? ~ These are the things I wished people had told me when I was just getting started Each of these took me YEARS to learn ZERO TOLLAUNCH: HERE EARE ••••••••••••• ~ We've gone through Idea Mapping, immersed ourselves in our market, and created our Profit Playbook ~ We've created our website and are authentically promoting our remarkable material to others ~ We've thought about our monetization strategy and have selected one product topic to pursue ~ Now let's talk about what exactly that product looks like THERE'S A HUGE DIFFERENCE BET EE MEDIOCRE & GREAT ••••••••••••• ~ MEDIOCRE ($17 ebook x 30 sales/month) = $6,120/year ~ OK Above+ ($47 ebook x 20 sales/month) = $17,400/year ~ GOOD Above + ($97 video course x 15 sales/month) = $34,860/year ~ GREAT Above + ($497 course x sales/month) = $64,680/year ~ WOWZA!! Above+ ($47/month continuity x 100 members)= $121,080/year BE ARE OF ''I SHOULD MAKE A $17 EBOOK'' SYNDROME ••••••••••••• ~ Ebooks are fine, but there are so many ways to deliver more value and earn greater revenue (often in the same amount of time you'd spend anyways) ~ Think bigger: What about packaging your product as video? What about pricing it at $97 or more? What if you positioned it as premium product instead of a discounted one? ~ I'm going to show you all your options, then give my recommendations Let's start with packaging INTRODUCTION TO PACKAGING ••••••••••••• ~ Don't think about your product as an ebook or a video course Think of it as selling the solution to a problem the format is secondary ~ There are many ways to sell a result: - Ebook + video ~ Video, audio, or email courses ~ Coaching (1-on-1 or group) ~ In-person events Let's look at some real examples Find Your First Profitab~ ~e Idea e-book lf you haven't yet, be sure to download the 67-page e-book below Once you've downloaded thee-book, watch these videos to dig deeper into the concepts Introduction Why Finding A Pr~ofitabl~e The Biggest Barriers to How to Validate y~our Idea Is Difficult E~arning More I~deas The Pay Certainty Technique Doing Market Resear~ch Closing the Sale B Speaking Your Pl'lospects' Language Common Fears About Earning 10 Case Studies Mor~e Sessi~on #11: 10 Mindsets for Ach ieving Copywrit ing Success I ""0000 Session #11 - 31:5 • : - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - sessIOn fJ2 I session 113 Session 14 Session 115 Session 116 Session fJ7 Session Ia In this program youtre golng to learn how to write marketing copy v~otlU ~earn how to use words to sell your products ,and se rvlces I aJrtd how to actually ,g,at your prod ums and servioes tc •sen themselves•' In Session 1, you'll get 1o mlndsets for oopyvu~lng success and you'll also be doing an ~exercise that helps you take action Copywrithlg Js about leamlng to use wor,ds in a way that gr.abs attention, tr1lggers curiosity and lnt~erest, and then gets people to *ake action Copyw~iting ~g~ves you the ~confide nee to se II your product or service again and again in any envaro nment What I1Vre rdc~ ne is t:a~en tGary IHa~bert•,s ~'s,ecrref' ,and ~crreat,red a legitimat~e aoccunt,abHrty 'SY'S,t rem for yrou tro gret these e~erc:l.s~es done., I havle a VERY sJmple method,., , re ne that: d oesn!t rg iv le yrOrU the ~aptian if Jf r~'rg irVing Up1' and S.rc r,ewing yroursralf rOVer: and tif you!rra f·reaUy s~enious about this' I'm! lgrc rlng tro let yrDU [n in ,a s ~eoond The way ft w,orks is simpfe Evrery single Wreek day you~u rreceivre ,a.Jn re-maiil with fuU roopy of a TESTED, t~o wr~t~e Orut PROVEN~ WINNING ,ad by hand Yrc ur jab is , ,0 ,s imply s&t ,aside ,so minu1:reS trO S tn hour (I rreCCrmmrend ftrst thing immediab!lly aftre r rg re ttting up) ,and it ~n the m orn'in,g POSITIONING EXAMPLE: CARS ••••••••••••• , TOYOTA: Reliability , VOLVO: Safety , BMW: Performance ("The Ultimate Driving Machine") , MERCEDES: Luxury HICH OF THESE IS CORRECT? ••••••••••••• , All of them! There's no right or wrong in positioning, just who you want to be and what your market responds to , BMWs appeal to people who care about performance, status, & luxury a totally different market than people who buy Toyotas , The difference in success can be profound Let's another example POSITIONING EXAMPLE: GYMS ••••••••••••• - GOLD'SGYM - PLANET FITNESS - EQUINOX - CROSSFIT POSITIONING EXAMPLE: GYMS ••••••••••••• - GOLD'S GYM: Positioned towards serious gym goers (photos of famous bodybuilders on the wall) , PLANET FITNESS: Positioned against "meathead" gyms (loud grunting discouraged; low prices appeal to beginners) - EQUINOX: Positioned as luxury fitness (offers full service spas, daycare, & a concierge service) - CROSSFIT: Positioned as a community (everyone does the same workout; members are "Crossfitters;" gyms are "boxes") OULD YOU POSITION A LIFE COACH? ••••••••••••• , There are tons of life coaches Almost all of them sound the same (and almost all of them make no money) , If you were a life coach, how might you position yourself? , Let's look at some examples of real life coaches that position themselves well www.inspiredsolutionscoach.com/ Coa1ching Ufe Coaching by Hunter Phoenix Welcome Abo ut Services Clients 1ialk FAQ De-stress Unwind Get ,a Grip Get it done, Move Forward Have More Fun Play Big Dream Bigger Center Your Sout Create Your Life l ive Happier, Feel Better Make an Impact love Out loud Tame Your Finances Free Your Soul! Unleash Your Dreams There is a Solution Welcome My name is Hunter Phoenix rm a M'a ster Certifred Coach t nat specializes in working w ith busy professiona l!s just like you I help men and women reduce stress & overwhelm, and strike a sweet-spot between accelerated growth and extreme self-ca re What is a coach anyway? Think of a '"personal trainer'' for your life, career~ success and your soul A combination of Hunter Phoenix Contact www.geminiferrie.com/ Home *"' Check out my 20+ five star reviews on Yelp! " I specialize In working with women who Al*l'ENTION WOMEN a~e~ Single and want true love, but don't know how to find It - in a R.e lationshlp with challenges you don•t know how to move through going through a Breakup or Dlvo~rce and want to heal and find yourself again - worried that true love won•t ever happen for you Don't go on another date until yo~u read this Free Report! The Biggest Mistakes Women make that r~epel True oven ' • illdicates required Email Address [ l _ _ _ J * Fi1rst Name~ My intention is to offer an e~evatedf conscious perspective on Love that fadntates true lasting heal~ng and real change that results in a partnershi p~ / Life that you're [_ _ *,] www.gettheg uy.co.uk/ Your Name NBC Your Ema· • HarperCollins ELLE ~ UESTIONS TO HELP YOU FIND YOUR PRODUCT POSITIONING ••••••••••••• When I offer this product, my customers will say: "This is perfect for me, because [REASON]." When my customers describe this product to other people, they'll say: "It's like [SOMETHING EVERYONE UNDERSTANDS], but [REASON WHY IT'S DIFFERENT]." When customers explain why they bought it, they'll say: "It was absolutely worth it, because [REASON]." EXAMPLE: 50 PROVEN EMAIL SCRIPTS ••••••••••••• "This is perfect for me, because I suck at writing emails I'll literally spend hours writing a single email, especially if it's really important!" "It's like an ebook full of prewritten emails, but they're really, really good emails that you can basically copy and paste into different situations." "It was absolutely worth it, because think about it: How many emails you write every day? Plus I can totally see a good email being the difference between getting a job and getting ignored." MORE EXAMPLES OF GREAT POSITIONING ••••••••••••• , BONY TO BEASTLY Perfectly positioned in that you know exactly who it's for and exactly what they want , WAKE UP PRODUCTIVE This one is brilliant in its simplicity It's saying: "Look, you don't need to be a 24/7 productivity machine Just learn to start day right, and you' 11 be fine." , HEAR AND PLAY Learn to play music without years of lessons or sheet music Takes the #1 frustration of learning music (it takes a long time) and turns it around on its head POSITIONING: MY RECOMMENDATION ••••••••••••• , Positioning is how you want your customers to perceive your product, down to the real words they would say if they saw it , This is more art than science, so don't get up on getting it 100% right Your positioning will evolve , If you're not sure, test it! Publish a blog post or send an email to your list see what kind of messaging resonates with them most PRICING, PACKAGING, & POSITIONING: Short video course PRICING My recommendations Start in the $50 range, then increase POSITIONING Decide how you want your product to be perceived, then test it! PRICING, PACKAGING, & POSITIONING: KEY TAKEA AYS ••••••••••••• There are so many ways you can add value to your customers You don't have to start with a cheap ebook If you're looking for a place to start, consider creating a short video product priced at $47 Ultimately though, what matters most is solving their problemeverything else is a detail Positioning is one of the toughest but most rewarding parts of the job Study it! ACTION STEP , Decide on packaging: What format will your product be? Time: hours (worksheet provided) , Decide on pricing: What will you charge for your product? , Decide on positioning: How you want customers to perceive your solution? , In the next lesson, you'll learn the exact process I use to create video products from scratch ... Copywrit ing Success I ""0000 Session #11 - 31 :5 • : - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - sessIOn fJ2 I session 1 13 Session 14 Session 115 Session 116... you can break them I - · - - - - - - - - - I FINALLY, LET'S LOOK AT POSITIONING Short video course PRICING Start in the $50 range, then increase POSITIONING - INTRODUCTION TO POSITIONING •••••••••••••... Ebooks: $ 5-$ 47 , Ebooks plus video: $4 7-$ 197 , Short audio/video courses (