A question I keep asking my clients is “How much time are you spending in creating new or better materials or systems vs. how much time are you spending out in front of your target market, discovering their needs?”
This is a crucial question, because most of them, sit in their offices creating website pages, new ebooks, new CD’s, better products, better systems and so on when what they really need is to be out in front of their target audience - meeting them, connecting with them, identifying their real needs and frustrations and selling them on their needs and our solutions.
It’s easy to stay inside the organization and put together perfect products based on what you "guess" is the customer's needs. But to create a truly great product - one that is well received, helpful, and sells well, requires constant feedback.
And to get this feedback, you need to be in touch with your market.In front of them one to one or in some interactive format. You need to get inside their heads, and find what is keeping them awake at night, and how you can be their best and only solution to those preproblems.
I always suggest that you spend more time being with your ideal clients than creating content for them. This isn’t to say that you shouldn’t create useful information to help them- but you should focus on doing this AFTER they’ve already made the investment with you.
This is why, for example, I spend a lot of time creating new content for my existing clients and my Inner Circle. They have already chosen to invest with me, and, therefore, should get first access to my best thinking, my best resource, and my best tools.
While I enjoy blogging and teleseminars and all of the promotional avenues I am involved in, where I really shine- and where my enthusiasm is the highest- is to share my expertise and knowledge with those people who have come to learn from me. The people who have chosen me as their business mentor, and who rely on me to help them navigate the shortest path to massive cash flow.
The best way to create content is to have real life experiences and real life examples of clients you’ve been able to help. Reflect on where they started, and what successes they experienced. How did you help them create these results?
That would be a product worth paying for.
