www.PamHendrickson.com

by Pam Hendrickson

10 Reasons Most Products & Online Courses Fail… and What to Do About It

Spending Too Much Time Creating the Product and Not Enough Time Marketing the Product.The philosophy of “build it and they will come” doesn’t work.

Reason #1

Solution

Creating Successful Products is 90% a Marketing Problem and Only 10% a Product Creation Problem.Put your focus and energy into building a list, creating a compelling offer and refining your message so you can sell.

Making the Product They Want to Make Instead of the Product Their Customers Really Want.

Reason #2

Do Some Digging to Make Sure You Really Understand Your Audience & What They Want Most.

To serve them well, you have to know them well.

Solution

• What do they really want?• What are their biggest challenges & frustrations?• What keeps them up at night? • How do they describe their problems?• What are some common characteristics of your

ideal customers?

Selling to the Wrong Market.The most important factor in your success comes down to how

well you can identify, understand and attract your ideal customer.

Reason #3

7 Criteria of an Ideal Market

Solution

1. They have a clear, specific urgent problem they want to solve.

2. They are large in number.3. They are easy to find online.4. They have money to spend.5. They have a history of paying for similar solutions.6. They are people you want to help.7. They are people you can help.

Reason #4 Not Having an Irresistible Offer That Makes People

Want to Buy.

6 Elements of an Irresistible OfferSolution

1. Clear & Compelling Title: What’s the core promise of your product? 2. Benefits: What do they get and how will it help them

(“so that you can…”)?3. Bonuses: What else do they get that will get them off the fence to buy?

(Hint: Use your bonuses to overcome buying objections)4. Price & Payment Plans: What’s their investment?5. Guarantee: How can you take or on reverse the risk for your customer?6. Call to Action: What do they need to do right now to invest?

Pain Agitate Solve

Reason #5 “Big Hat, No Cattle”Too Little Information Spread Out

Over a Bunch of Unnecessary Bulk.

Value ≠ Volume.Solution

Generosity is the secret to your success.Be as concise as possible, but pack your content with detailed step-by-step “how to” information.Provide examples, templates, resources & tools

to help them implement.

Reason #6 Too Much Information.When people are overwhelmed, they

do the easiest thing, which is nothing.

Use the 20% Rule.Solution

Once you have your content outlined, go through what you created and

ruthlessly cut out at least 20%. Save the rest for future courses or

free content to build your following.

When in doubt, cut it out!

Reason #7

Not Structuring the Content So That People Can Easily Use It.

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Main Concept 1 Main Concept 2 Main Concept 3 Main Concept 4 Main Concept 5

Main Outcome

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Idea Idea Idea Idea Idea Idea Idea Idea Idea

Main Concept 1 Main Concept 2 Main Concept 3 Main Concept 4 Main Concept 5

Organize Your Content into a Simple Step-By-Step Framework That Empowers Them to Apply the Information Effectively.

Solution

Reason #8

No Clear Customer Milestones.

What should your customers have, get or be able to do as a result of your training?

Highlight Your Customers, Invest in Their Success and Create Heroes.

Solution

What vehicles are you providing for them to ask their questions, get help when they are stuck, and report and celebrate their wins?Only sell what you can deliver impeccably.

Reason #9

Random Acts of Marketing.Most people decide how to market based on what they perceive other people are doing

instead of figuring out what’s going to work best for them and their ideal customers.

You Must Align 3 Things:Solution

Market1Customer Industry

Type of Marketing2

Traditional

Internet

Social Media

Content Marketing

Direct Response

Paid Search

Consultative

You3ValuesStyle

Strengths

Reason #10 Lack of Consistent Focus.

Implement One Idea and Keep Improving Upon It Rather Than Constantly Jumping from One Idea to the Next.

Solution

1. Idea

2. Implemen

t 3.

Iterate

The 10 Reasons Most Products or Online Courses Fail

1. Spending Too Much Time Creating the Product and Not Enough Time Marketing the Product.

2. Making the Product They Want to Make Instead of the One Their Customers Really Want.

3. Selling to the Wrong Market.4. Not Having an Irresistible Offer That Makes

People Want to Buy.5. “Big Hat, No Cattle.”

6. Too Much Information.7. Not Structuring the Content So People Can

Easily Use It.8. No Clear Customer Milestones.9. Random Acts of Marketing.10. Lack of Consistent Focus.

The 10 Reasons Most Products or Online Courses Fail

5 Most Important Skills of Product Creation1. Content Creation2. Offer Creation3. Copywriting4. Traffic Generation5. Sales Conversions

Do what you do best; let others do the rest.

Set yourself up to win, so that no matter what

happens on the outside, you get your dream.

www.PamHendrickson.com/Impact

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for FREE.

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