Copyright © 2009, CoachingMillions.com & Milana Leshinsky
high quality “Harvard-style” article writing. But the bottom line of marketing is being in the right place, at the right time, with the right product or service. At my recent business conference I was demonstrating how to create an information product quickly, by simply interviewing an expert on the topic. A participant sitting in the front row raised his hand and asked me, “How do you sleep at night selling products of low value?” Indeed, the product we had created right in front of him seemed too simple, too short, and too easy to create. So, its value couldn’t possibly be high, or could it? The reality is that anyone who needed that information would gladly pay a hundred dollars to hear that interview. The fact that this conference participant didn’t see value in it simply means that he was the wrong customer for this product. One of the biggest goals of marketing is to get your message in front of the right customers. Think about how you react to long web sites. Some people call them “one banana” sites, which describe one product only and might be as much as twenty pages long. Do you feel disgusted by these web sites? Many coaches do. But think about this now. When you are considering buying a product that can solve a big problem you have, wouldn’t you want to know everything about this product before investing into it? I actually print out an entire web site if I am interested in the product. This way I could sit down and read the information thoroughly. Again, it’s about getting your message in front of the right customers. Those who are interested in your product or service will read your web site “from cover to cover,” thank you for all the valuable information you provided in it, and very likely purchase it from you.
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