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Dear Loser,

Check this:

JoeF over on the Warriors Forum posted this:

JoeF writes:
Hey All,

I can’t figure this out for the life of me and I’m hoping you can help.

I have a Yoga/Breathing program for athletes (with a unique twist) that I created.

If you were doing it, would you create a general “catch all” website for all sports and athletes - trying to brand yourself/program as the go-to/authority. Which of course could be broken down into individual sports inside the site in a message forum (or whatever).

Or…

Would you create 10 or so sites and put a spin on the general program for each individual sport (i.e. Yoga for Golf, Yoga for Volleyball, etc…)?

I’ve been researching to no avail.

I would be very grateful for any insights.

Thank you,
Joe

First of all - you can’t be everything to all people. If you have a product that could be applied to many fields, don’t be a “jack of all trades.” Why? Because a jack of all trades is a master of none (ie: it sucks, you suck, everything about your product sucks.)

Let’s say a football player comes to your lame yoga (with a twist!) website, and he sees lots of stuff for tennis, basketball, and football, he might be interested. But let’s say he then goes to another site that JUST caters to football players. Which one do you think he’s more likely to respond to?

That’s right - the one that’s catered to his sport!

This is true in all markets. Specialization sells better than generalization. So make a new, unique website for each field you want to be in and drive targeted visitors to that.

But that’s not why I’m using my valuable time to write this post. I actually want to talk about something far more interesting.

Notice Joe talked about how he’s marketing some type of YOGA to hard core athletes.

Now, I got nothing against Yoga. I love to go to Yoga classes to pick up hot MILFs. It’s fun. But do you really think some pro (or even amateur) athlete is going to wake up one day and say “You know what? I really want to do some freakin’ yoga!”

HELL NO.

Why? Because YOGA is something hot MILFs do in their spare time to keep from getting a fat ass. Athletes are looking for a “magic bullet” to give them a competitive edge. A pill, a new technique, a new training method, new equipment… whatever.

So if you have a product you’re selling, don’t sell what the “twist” is. No matter what twist you give something like “Yoga” it’s still going to sound LAME.

Selling is about getting people excited about what you have to offer, and convincing them they need to get it from YOU.

And we do this by focusing on people’s pain, not your special “twist” or unique selling proposition or whatever you’re hippy draft-dodging professor taught you in business school. (or “be useless school,” as I like to call it!)

You focus on people’s pain, and offer them a solution, and the solution just happens to be YOGA. See the difference there?

I’ll explain further for those of you who ride the short bus…

Let’s say you have a product that teaches people how to quit smoking using hypnosis. In all your ads and marketing, you say shit like “Use the power of hypnosis to magically cure you of your need to smoke!” or some crap like that.

In this example, you’re using your “twist” to try and sell your crap. In other words, you’re selling the fact that you’re using hypnosis to help people quit smoking (Hey, that’s unique right? Right???).

The problem with that is not many people believe hypnosis works. So before you can convince them you can help them to stop smoking, you gotta convince them that hypnosis is the way to go.

And that is a “business bummer.” Because you ain’t gonna make a lot of sales if you have to take the time to create credibility with your potential customer.

But check this out - if you focus on people’s PAIN, instead of your lame-ass twist, you don’t have to convince them of anything. Their focus of attention goes to where they DON’T want to be, so when you finally show them a way out of that pain, they will JUMP on it without thinking.

So let’s say in your marketing for your hypnosis/stop smoking product, you do something like:

“Is your addiction to cigarettes ruining your life? Do your clothes always smell like stale nicotine? Can’t get a date because your teeth are stained nicotine yellow? Do your friends and family not like being around you because it affects their health? Do you get short of breath and cough painfully? Do you have to sneak out of your kid’s recital to catch a smoke and let your child down that you couldn’t sit still and watch them for two minutes? Are you worried you’re headed to an early graved proceeded by a long, painful, and expensive disease like cancer or emphysema? Have you tried all the pills and patches and found to your despair nothing works? Well, I’ve found the secret to help you to stop smoking, and it’s a secret no one else knows - but it’s brutally effective, and I’ll reveal it all to you when you buy my course…”

See the difference?

In one case, you talk about hypnosis. In the other, you talk about all the pain people who smoke experience. Which is more effective?

Selling is about CONVINCING people they need your product. When you focus on people’s pain, you harp on the fact that these people desperately need a solution. Then, when you’ve made them experience all the pain they can endure and they’re practically BEGGING for a solution, you offer them one (yours), and they buy. No special “twist” needed.

That’s how you make the MFM.

It’s that simple.

Why do you think I recommend you make review websites talking about how you got scammed a billion and one times? Because you’re able to focus on people’s PAIN, and then offer them a solution - because you experienced the same pain and found something that got rid of that pain for you. That’s why if you do what papa RJ tells you, you make money - because I know my shit.

Okay, now off to find some more MILFs to hang out with.

Later,

-RJ
(RJ Headquarters)

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