top 10 product development do’s and don'ts

Pam Hendrickson & Mike Koenigs Present

10 DO target your marketing by focusing on your ideal customer

Your ideal avatar wants the solutions you provide and will be: 1. Irrationally passionate 2. Large in number (niche-focused, but large) 3. Easy to find, so you can get in front of them

Pose these two questions to your customers: 1. What is your biggest challenge

with ________? 2. How difficult has it been to find

a solution to this challenge?

9 DO ask the right questions for answers that will write your marketing message for you

1. Hope 2. Inspiration 3. Motivation 4. Transformation 5. Transcendence

8 DO implement the 5 points of a transformational before-and-after story

7 DO use the “so what?” model

So many people are passionate about what they do, but when it comes to describing their product or service, they shut down. To describe what you do in a meaningful way, ask yourself, “So what?” What does your product mean to them? Why would someone else care about what you’re providing for them with your product or service? Focus on the benefits.

The biggest mistake most people make when creating a product or service is they try to put everything they know into it. This overwhelms your customers, makes it harder for them to get the results and more time consuming for you to create the product. Keep your message—and delivery—as simple as possible and focus on helping people implement.

6 DO keep it simple

Give yourself the opportunity to evolve. Start with the M.V.P. (Minimum Viable Product), test it, get feedback from your pilot customers, and then keep building. The key is to get going! Your business grows when you’re delivering value to paying customers. Give yourself the change to develop and grow.

5 DON’T try to make the “perfect product”

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Recognize that people are investing in you, and you need to invest in yourself before they will do that.

4 DO express your passion about yourself and your business

3 DO create a product your audience needs

Not sure what product to create? Start by asking your audience what they want most. You can survey them, connect on social media, create conversations at live events, conduct a Blab session with Q&A, etc. The more you find out what they want most, they better you’ll be able to deliver it for them. And, the easier it will be for you to create a product they really want and need.

Your product needs to make your customers feel like it’s worth much more than what they’ve paid for, from the packaging and accompanying website, to the delivery of your content or product, to your follow-up and customer service.

2 DO over-deliver on value

Success isn’t about reach; it’s about creating a story, through your content, that resonates with your audience in a very particular way so they take action and get the results they want most.

1 You DON’T have to be big, you have to be remarkable.

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