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Lesson Transcript:

Hey, this is Jason. What we’re going to talk about now is problem seeking, and this is something that I have over the years gotten pretty good at. Basically the idea behind it is everything you do you’re going to want to solve problems. So you’re going to want to take the biggest problem that a prospect has and you’re going to want to solve it. So we’re going to talk about how to actually find those problems.

The first thing you have to consider when building an information product is is there a problem that I’m solving? Is there a problem that I can solve? Can I make a reader or a buyer’s life easier somehow?

If there’s not a problem it’s time to start brainstorming a new product. If there is a problem, you need to ask yourself a few questions. Do I have a solution? What kind of people are experiencing the problem? Is it emotionally based? So is the problem emotional? And will my prospects spend money? Which is a really big question.

Now, if the answer to any of those questions is no, you have to move on. Again, I’m just going to go over them real quick because they really are that important. Do I have a solution? Yes or no? What kind of people are experiencing the problem? Is it emotionally based? Will my prospects spend money? You want to make sure that the answer is yes to all of those. If people don’t want to spend money, why invest your time because they’re just not going to spend their money. I’ve made more than enough mistakes in that arena that I can’t even tell you. Basically I was doing an information product as a test, I was getting a lot of traffic for it, traffic was cheap. The bottom line is people had the problem but they didn’t want to spend the money for the solution so I had to abandon that project because I just wasn’t making any money doing it.

If you don’t have a solution, why would they buy? And also, if the products don’t bring up emotional issues they’re not going to pull out their credit card because they don’t want it bad enough. If the answer to all of those is yes, then we can move on.

What is the specific problem that we’re attempting to solve? Has it been done before? What are the results? Is it something you can improve upon? If you are the first to the market I’d be weary. Chances are someone has already thought of your product and it’s failed.

Now it’s time to get a little internal. Do you have a specific story that binds you to the problem? So an employee who wouldn’t listen, a time in your life where you were broke, the frustrations of being overweight? Those significant bindings are what you’re going to lose to position the product. I was once overweight but this is how I lost all that excess body fat.” Or, “I used to have problems with leading my team but then I found this new outlook on life and…” That’s how you can transition from telling your story in a sales letter to moving to the product and the benefits and the features of the product itself.

If you can pinpoint a worthwhile problem, chances are there are thousands of people in the world who would pay you for the solution. I mean, don’t market to everyone. Just to a very tiny segment in your niche that understands what it is that you went through. Because if you have a product that you target everyone for, nobody’s going to buy it because it’s not meant for everyone. I mean, no product is meant for everyone. That’s as easy as I can put it. I mean, I’ve talked to so many business owners who say, “Yeah, my product is perfect for everyone.” Well, the bottom line is nobody is going to buy because it’s just going to be a blah sales message. People are going to look at it and say, “Yeah, that looks cool but whatever.” Then they’re going to move on and buy the exact same thing targeted a different way from your competitor. It’s not conducive to a healthy business.

So you want to drill down your target market as specific as possible within a major niche. Like health. So you take health and say, “I want to help people lose weight.” All right, that’s cool, that’s a segment. Okay, “I want to help people who are dieting to lose that last ten pounds before they’re done.” That’s another segment. I’ve seen very, very successful products that are broken down that way and they sell the lights out because they cater so specifically to that niche, to that very, very sub-niche within the macro-niche that they sell like crazy. People read that and they’re like, “Yup, that’s me. He’s talking to me. I know he’s talking to me and I know that he can help me so I’m going to buy his stuff.” That’s how it works.

In the next section we’re going to be talking about simple solutions and how to basically cater your digital product and sell the problem and then provide simple step by step solutions.