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Re: DO THIS FIRST Samir
Excellent "Eye" by the way...and NO not a "Minor Point"
I agree wholeheartedly it should be TARGET dictates OFFER dictates COPY. In terms of order of importance. At least this is how I actually focus on things.
The order I originally wrote it was also based on where I wanted Samir to focus his energies based on the questions he asked. I was thinking "Backend Offer" which is why I put it last.
Also the first thing I noticed was the sales letter in my "opinion" was not that good. I say "my opinion" because he WAS getting a 3% conversion of cold traffic?? I'm still in shock. So I kinda 'bit my tongue on the sales letter. But I see Cornell already commented on it.
There were 3 different "you're probably asking yourself" type questions in the sales-letter. As I was reading I was acting like a potential prospect and I found myself shaking my saying "NO I was not asking that all". So I felt the sales letter was missing the mark by not answering the questions in the Targets brain. So CLARITY of TARGET was the first step.
So first Get Clear on the problems of the TARGET then his COPY would improve and then we can figure out what "BACKEND OFFERS" we could try.
As for "Offer" Creation itself. THAT would have been a whole other conversation. Which I am sure would come up once he started to re-write that salesletter.
But very astute Ankesh. TARGET dictates OFFER dictates COPY is the order of importance. (FYI: Based on Gary Halbert's experience...my phraseology)
1. What all questions would You ask once you have zero-ed in onto the target?
Hmm not sure what phase of the process you are asking about as i have a LOOONG secret list :-> But the down and dirty answer is.
I'm looking for
3 Quick Down and Dirty Questions to get CLARITY about Buying Behavior;
1. What Offers has TARGET bought recently?
2. WHO Sold it to them? How did they sell the OFFER?
3. What Kind of OFFER can I GET and DELIVER that would satisfy the Target?
That is basically it. If I were drilling down a little bit more I would say following 3 phased focus questions.
3 PHASED FOCUS QUESTIONS
a. TARGET FOCUS questions:
There are questions I would FIRST ask to get CLEAR on who my Target is.
- Demographic, Psychographic - Age, gender,
- Biggest Fears they have about potential product or making the purchase
- Hot buttons etc etc.
b. COMPETITOR/PARTNER (Player) FOCUS questions:
There I would do competitive analysis of the market as a whole. To determine Who the other PLAYERS are, What is their value propositions, and How are they delivering that to the Targets? Can Create a complimentary value and partner?
c. MY ADVANTAGE FOCUS questions:
I would then determine my/or my clients strengths, weaknesses etc. (Standard SWOT Analysis) to create a better value proposition and win.
Not sure if this answered your question or not Ankesh but this is a brief way how I would look at a market before deciding whether to attack it.
Me: TRUE GENIUS BEGINS, WHERE TRADITIONAL THINKING ENDS