To know what people want, you don’t have to survey them. I mean, surveying is great, but a lot of people mess surveys up and they ask questions that won’t get them a great result. It’s like, you know, what would you like to have? Better to focus around the challenge.
I like Ryan Levesque‘s ASK Method for that. What sort of challenge? What’s the single biggest challenge they’re having? Then you take the answers from that, you take the top 20%, you score by length, who’s got the longer responses, they’re usually the most passionate. And you look at the actual words they’re using. And you use those words back in your offer in your copy. That’s sort of a paraphrasing of the ASK Method. That’s one way. But if you don’t have a list, you can just go and see what people buy. Go into forums, groups, other people’s lists, buy products. Often they have a group associated with it.
There’s a membership group out there. It’s got over 40,000 people in there. I go and answer questions there occasionally. And I can see in a heartbeat, what is the pulse of the market, and people have actually come across and purchased my book, individual courses and my membership as a result of just me answering questions. But once you read a wall of Facebook group questions, you know the problems in the market, you know the pulse. It’s a matter of then seeing what these people are buying.
So ideally, you could have a look at their credit card statement, you could see what do they actually spend money on. And it works well. If you’re selling a product for yourself, if you are the market, you can look at your own credit card statement. For me, when I started out online, I had trouble building a website. So I was buying different website solutions until I found one that worked. So I was my own customer. Now, if you’re not your own customer, then you need to find your actual customers.
Talk to your customers. Get to know them very well. You need to know them as well as the social market, as well as the social media platform would know.The social media platforms have more data points and more predictive analysis on a consumer than the consumer is consciously aware of. That’s why when you get in your car, to drive somewhere, your phone automatically tells you exactly how long it takes to exactly where you’re planning to drive because you do it at the same time every day. And it knows that whether you ever thought about it or not. So the data is out there. It’s just a matter of finding it.
You can also buy reports. There’s a lot of industry around the collation of information and selling reports or data. So you can actually buy reports that show you industry trends, you can get access to keynotes and slides on SlideShare.net from industry leaders who publish studies, results. Google is your best friend. Do a bit of research, I think an hour’s worth of Googling and researching, you will find white papers, you’ll find market intel, whether it’s from the best time to open an email through to consumer trends, etc. And I think these will be tools you could use to start thinking about what kind of products you could sell and especially what do people need on an ongoing basis to continue to be better off.
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