John: That’s really the core. That’s the foundation of your business. And a lot of people like to skip that. It’s not very sexy, right? A lot of people want to know, what’s the trick? How do you do this funnel or this campaign? And how do you optimize your sales page? And actually, none of that matters, if you don’t understand what are they really struggling with? What are their pains, what do they want help with?
Because I always say that, and we talked about this many times on these podcasts. That’s our job, right? Our job is to solve other people’s problems. That’s what we do. That’s our job. So very, very important. And a lot of people hear about these, like you mentioned, the ASK method or whatever. At the end of the day, guys, we just need to keep it simple. If you have an email list, send them an email. Tell them that, Hey, I’m about to create some new content; I really want to make sure that it’s going to be useful for you. What is your biggest challenge trying to get this specific result? Right?
So we can keep it super simple. Just ask one question. Listen to what they are saying, get some replies. And make some research. Because you mentioned that as well in the call. Okay, you know, you can ask your current list, but also you should see the purchasing behavior patterns. What are people actually buying, right?
Something else you could do is you can actually check out someone else’s website and check out maybe the comments that they’re getting. If you’re part of maybe the SuperFastBusiness forum, or any other forum, or any other Facebook group, look at the conversations going on. What are people complaining about, right? If you’re doing stuff on YouTube, great. Look below the videos. And I know on YouTube, the comments can be crazy sometimes, but you know, there are some good pieces of valuable information there where someone’s going to say, Hey, you know, how do you do that? How can you get these results? I’m struggling with this. I tried this, but it never worked. All of these are frustrations. And when you see all that, take notes. And this is the most important step, out of everything.
James: Yeah. So you mentioned something really important. When you send that email out, use the word “you”. Don’t send it to a mass audience, send it to one person. That’s a trick that I think a lot of people overlook. So we want to find out their biggest challenge. And it is great to know, what else are they buying? What else have they purchased?
For me, when I started out helping people build websites, I quickly discovered they were all having other problems, too. They were buying every course they could about traffic, and a lot of them were spending money on coaches. And then I thought, you know what, I think I could put together a membership to help people learn how to drive traffic, how to make conversions, how to price their products, whether they should do a membership or a course, and I want to get on to that in a moment. And I also want to understand how they like to consume information. Do they prefer videos, audios, PDFs? Do they want to be part of a group? Are they already in groups?
That’s a good indicator. Because there’s this big difference between preference versus performance. If you ask people, “What would you like me to create?” they will tell you all sorts of things. And then you say, “Okay, it’s ready. I’ve gone and spent two years making it. Here’s the order button.” And they don’t buy. Very frustrating.
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