Why Your Product Fails

 This is essentially a brief update to "Niche Marketing is Stupid".

I just wanted to reemphasize the fact that the NUMBER ONE problem I see with new "internet marketers" is not traffic, it’s not sales copy, it’s not design and it’s not pricing…it’s their poor niche/product selection. Hey, even the best of us have failures. I’ve created numerous sites and products that have by all means failed. But there’s a lot that can be done to help make sure your product is a success. 

Imagine for a moment you have just been informed that you’ve ingested a deadly poison. In just hours you’ll be dead. Now imagine that the cure for this poison was a common household item that most people had easy access to. Do you think this information would be valuable to you? Do you think you’d gladly pay for this information? Of course. Do you think it would matter if this information was written on a napkin in ketchup or whether it came in a shiny package? Would it matter if cost $50 or $100? Would you care if it came with bonuses or by itself? The answer to all of these of course is "no" for any sane person.

And so should it be with any product you create.

In the words of the brilliant late Gary Halbert you only need one thing to guarantee success…a starving crowd! So many people get an idea in their head that their product is going to be a winner and then when it fails they start analyzing their traffic or their copy…never examining the fact that perhaps there just might not be that many people who want what they’re selling or that their "angle" on the product is completely wrong. i.e. targeting a "How to Play Killer Heavy Metal Solos" ebook to senior citizens…

Here are some broad tips that will help put you on the right track:

1. Does your product address a pressing need that will either provide pleasure for your prospect or eliminate pain? (the faster the better)

2. Can the goal or purpose of your product be summed up simply in a sentence or two and is there something unique about it? If you can’t do this there is a good chance your product either lacks focus or is too complex for prospects to be convinced of its benefits.

3. Is there already money being spent in your niche? The more, the better. Competition will not be an issue with a fresh angle and hungry consumers.

There, if you can answer "yes" to those three questions then you’re off to a good start.

For example, let’s say I’m planning to sell a book on losing weight by exercising while watching TV. In response to the above:

1. Yes, the product moves the prospect towards the pleasure of a better physical appearance and in turn better overall health and greater self-esteem while helping them escape the pain of their obesity. The need is pressing as most people who are overweight are frustrated and want change. Most have attempted to lose weight at one point or another and harbor frustration and pain at failing. (something you should agitate in your copy)

2. Yes. The purpose of my product is to allow people to lose weight and feel better all while sitting in the comfort of their favorite chair watching TV. This is unique as this is a good angle and also appeals to people’s sense of comfort and admitted laziness. Remember, play to people’s emotions rather than their logic. That doesn’t mean be dishonest! Never forget that- you’re product actually has to work.

3. Yes, millions are spent in the "weight loss" niche and new customers enter it each day.

There ya go, the above is a brief run-through that will help you determine whether a product idea deserves more attention or should be scrapped. If you’re trying to sell a product on "how to paint gerbils" then you’re going to have a tough go of it…

 

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