Hi everyone! Today is a vlog/blog based on another chapter of Time Warrior – fast becoming one of my favorite quick reads ever. I’m going to post my vlog and then the text below – and the vlog will be slightly different FYI:
The discussion today was regarding Chapter 30: Capture the Problem. Steve Chandler says that when we write down our problem, we neutralize it – it’s no longer an emotion in our heads but a “thing” on paper that we can then solve.
Now the problem isn’t going anywhere – you’ve captured the enemy and you can make him talk. He talks about how whenever we have a problem is slowly plays over and over again in the backs of our minds – “Something’s wrong. Something’s not right. Something’s not complete” is what we’re feeling. We can’t get anything done in a fully functional manner because the problem isn’t captured – it’s roaming loose in your head. It hasn’t been managed and put down.
So step one, he says is to capture the problem and write it down. And we all have some sort of problem that we’re dealing with and I’ll tell you what mine is and what I did with it.
What I did was literally take his advice. I grabbed my spiral notebook – I turned it sideways and drew a cage with bars and everything. And I wrote the block letters of my problem out and gave them teeth – little triangle sharp pointy teeth sticking out all over.
Then I drew four “talk bubbles” like they have in cartoons all around the cage – because I was going to make this monster talk – spill the beans on how to solve him!
I’m not normally into this kind of stuff but it really did help seeing it in writing logically rather than letting it fester in my head.
Where it gets awkward – as a teacher of Internet Marketing, as someone trying to help YOU achieve YOUR goals, I have to be transparent – and share with you all of the behind-the-scenes stuff that product creators and affiliates consider. And then you’re also my customers and affiliates - so that’s awkward, showing you how the thinking unfolds, even though this is all common knowledge for many people already.
But what the hell – to me, it’s more important that you learn than for me to keep my cards close to my chest.
The problem that I’ve captured and caged is called: Leveling Up: Big Launch. It’s a big obstacle for me because to date, I’ve always JUST considered my customers – the price point was so low it was bordering on forgettable, the sales copy conversational and truthful, but let’s face it – bland and boring for the IM niche – everything you’d want in a product as a customer.
But here’s where it gets sticky. As a product creator, I haven’t been considering the needs of my affiliates OR of my own. I’ve been SO focused on catering to customers that I didn’t have balance. And not only am I not going attract affiliates and JV partners with a too bland sales copy, too low price point product (no matter HOW value-packed the product is), but it’s a detriment to my own business growth – and that directly affects my babies and I can’t have that.
Time to face the monster and take it down.
So let me explain further. Since Chandler wrote about talking to the monster, or it being ready to talk, I made 4 cartoon talk bubbles on all four corners and here’s what it confessed to me under interrogation:
For a Big Launch, I need the right price point. It laughed at me – said, “You think these $7 and $17 products will attract people? Affiliates and JV partners won’t find it worth their time to promote. And have you ever heard someone say they regretted spending money on something they felt was valuable?” No, I haven’t. And I know my products are good – thorough, and I back them up. So why am I underpricing them?
I know I can raise my prices – but what else? One Time Offers? Nah – I dislike anything where a customer is pressured to buy right that second or miss out on it forever – and that’s usually a lie anyway because it’s sold later anyway.
Upsells? Now there’s an idea – and a specific idea popped into my head right when I was doing this for an upsell I could offer – one that doesn’t make you sit there thinking, “Oh drat – do I NEED this in order for it to work, or can I pass? I’m so confused!” I hate those kinds of upsells. No, this will be a perk they can tack on – or not – without feeling like they are missing out.
For a Big Launch, I need to be able to balance my sales copy. I’m SO anti hype that I’ve let myself tone it down TOO much. I am in the Internet Marketing niche, so affiliates and JV partners like sending their lists to typical IM sales copy that people are used to – that doesn’t mean I have to sacrifice my ethics and be honest and personable in my copy – but look at the difference between this page and this one.
I own both of them. And yeah, at times I had the stupid, “I’m so proud of my no hype sales copy” attitude but now that I think about it, really? I can’t jazz that shit up better a LITTLE bit? Come on now. I can do better. My affiliates and JV partners will appreciate it. A header, some motivating headlines…you know the drill.
For a Big Launch, I need to attract big marketers with big lists. My old way of thinking is that many (or most) or these guys aren’t above the board, but a new way of thinking about it is, “No, they’re not – but the people on their lists would appreciate (and maybe even be starved for) a great product – one I know I could deliver, so as long as I don’t get involved in backscratching promos, I SHOULD go after the whales as JV partners.”
For a Big Launch, I have to give affiliates and JV partners good incentives to promote. Well that’s discouraging because many of those “leaderboards” have $10k-$50 prizes, new cars and vacations. If I had all that to dole out as prizes, I’d be debt free and on my way to singledom by now. And another part of the equations is, I don’t fully trust people at that level – who knows what tricks they have to create sales and then refund massively? I just feel suspicious.
But the problem solver in me says, “Okay so no prizes – what else can you do? Maybe a higher commission the first week of sales, or to the “whales” I want onboard? Maybe a special gift they can use?”
I’ll already have affiliates tools that everyone can use, but you know how whenever you buy a product now you look for people who have a gift if you buy through their link? I never do this – I go off the first person to tell me – but some do – how about I create a gift for a few whales to use (whales by the way is a Vegas term I think for the top dogs – anyway, that’s how I mean it – the big listers)?
Those are all options.
The point is, this exercise Chandler had me do – writing it down, capturing it and interrogating it as I make it talk – it helped me realize it’s all solvable in one form or another!
I just had to stop letting it be a feeling in my head (and heart and pit of my stomach) and start letting it be a specific problem that I could find a solution for.