A Behind the Scenes Look at My New Product (and a message for other developers.)

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I'm in the process of writing multiple scripts for a massage product I'm putting together.

I've got the videographer in place - ready to shoot the videos.

I've got one of the top direct response web designers psyched to be involved.

I've got a brand that will position my product perfectly in front of my ideal audience.

And I've got a beautiful couple who will be demonstrating the techniques - as I coach them on camera.

It's a market that has a ton of promise and very little stiff competition.

Everything's coming together with ease.

Of course...

When I create a product, I obviously want it to be the best in my niche.

But I get there in a somewhat unorthodox fashion.

Firstly...

I always start with branding.

The product I'm current developing is an instructional massage video series for couples - so they can work on each other, help one another feel more vital, and ultimately, rekindle the spark they had in the beginning of their relationship.

I settled on the name Honeymoon Reboot.

I'm still not to the point where I have a real tag. Right now I'm just using a utilitarian tag that says: "Heal your relationship through the power of massage."

Now...

Everyone has their own process that gets a product from concept to execution.

I dive into the process by drafting some stream-of-consciousness, front-end copy to bring a little tangible definition to my actual product.

Doing this helps me take some of my abstract ideas and define them by explaining what I'm offering.

Here's a mock up script I wrote in about an hour to get the ball rolling. It doesn't have much in the way of benefits, but it helped me put the bigger picture into words. Take a look.

http://marcpesci.com/wp-content/uplo...deo-Script.pdf

So next...

I wanted to start getting my shtick down and develop the philosophy behind my "massage for couples" product. This helps further my positioning.

A little background:

I worked on clients and achieved fantastic results for quite a few years.

What I did is actually more along the lines of structural bodywork, not massage.

But I'm integrating the two ideals to help couples create some real space in each other's bodies (so blood can more effortlessly flow,) while adding the more sensual, sweeping strokes to enliven their relationship.

Here's a draft I put together to explain my own intentions for the video series - continuing to build some more definition to the actual product. This would be used for an introduction - when they purchase.

http://marcpesci.com/wp-content/uplo...rate-Touch.pdf

I then outlined what I want each video to cover.

Each video is designed to give the couples some information they won't find elsewhere, while also providing them with a simple routine they can get done in about 10 - 15 minutes.

I actually taught couples these routines before - so the idea of putting the whole concept on film wasn't too much of a stretch.

Here's an example of the first lose script I wrote for the head, neck, arms and shoulders. Again, this is just a mock up. Since I'll be instructing/coaching a couple once I demonstrate the techniques, this will change quite a bit. This script just creates the framework or outline for what I want to accomplish in the video.

http://marcpesci.com/wp-content/uplo...-Shoulders.pdf

What's my point in revealing my behind-the-scenes work?

I won't lie.

I've gotten a little jaded by some of the products people have been coming to me with over the last couple of months.

I really wonder how much time, passion and effort they put into them - before contacting me for some copy.

After all... (and here's the point...)

Copy can only reflect the REAL value of your product.

It can't, in all good conscience, represent something your product isn't.

Rick Duris had sent some really eye-opening content about the story behind The Fat Loss Factor.

Here's a guy who has the number one product on Clickbank.

But he certainly didn't start off that way.

What really stood out to me after learning how much time and cash the FLF owner spent on copy and marketing - only to initially fail - reminded me of something.

It's not new.

But it's a crucial awareness you have to constantly remind yourself of during the product development process, writing its copy... and ultimately marketing it:

Passion.

You have to have passion for what you're selling.

Otherwise, when there's a hiccup in achieving optimal conversions, and there almost always is, you won't just give up and throw in the towel.

You have to create a product you REALLY believe in and take the time to make it everything you imagined.

If you do that;

If you take the time to flesh out your vision in a big time way, your copy will reflect your passion...

...and the quality you're offering will much more effortlessly coming through to the end prospect.

Here are a couple suggestions for making sure you always create a stellar product:

1) Be clear on your budget. You need to know how much cash you're willing to invest in creating your product - as well as marketing it.
2) Find people you can partner with - who can help you make your product better. You don't need to do everything yourself. JVing with other savvy professionals can limit your out-of-pocket expenses, while creating a collaborative environment that keeps you on your toes.
3) Don't be discouraged if you don't immediately convert where you need to be in order to make your endeavor financially profitable. This is a business. And a business is a process; not an event.

Above all else...

Believe in what you're creating.

This is your reputation we're talking about.

Mark
#copy #product #real #reflect
  • Blimey Mark you had us all worried for a few minutes.

    We thought you might be starring in the video's.

    Seriously, I'm sure with all your work and effort all will go well.


    Steve
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  • Profile picture of the author Alex Cohen
    Niche - Couples looking to rekindle the spark they had in the beginning of their relationship.

    Mechanism - massage.

    The demand exists. Hopefully the new mechanism will appeal.

    Alex
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  • It's a lot cheaper than a mercedes, 5 star holiday or a divorce.


    Steve


    P.S. I'm not that keen on the title - it just sounds a touch too mechanical.

    I would have played about with names like "Honeymoon Reawakening", "Honeymoon Revitalized" or "Your Sensuous Honeymoon - Every Day" maybe "Relive Your Honeymoon"

    Or even "More Fun Than Your Honeymoon" on the basis that the wives might remember that the groom feel asleep during it.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      Blimey Mark you had us all worried for a few minutes.

      We thought you might be starring in the video's.

      Seriously, I'm sure with all your work and effort all will go well.


      Steve
      Oh, I'll be in there. I have to demonstrate the techniques, describe what they do... then coach the couple in utilizing them.

      Originally Posted by Alex Cohen View Post

      Niche - Couples looking to rekindle the spark they had in the beginning of their relationship.

      Mechanism - massage.

      The demand exists. Hopefully the new mechanism will appeal.

      Alex
      Exactly.

      And now that I'm beginning to understand the product better, the copy and positioning is much clearer.

      Originally Posted by Steve The Copywriter View Post

      It's a lot cheaper than a mercedes, 5 star holiday or a divorce.
      Again, exactly.

      I already have my guy researching the average cost of divorce and therapy - so I can use some hard numbers in the copy.

      Mark
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  • Sounds like a winner to me. Is this your first product for the massage market?
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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    • Profile picture of the author Mark Pescetti
      Originally Posted by joe golfer View Post

      Sounds like a winner to me. Is this your first product for the massage market?
      Yeah it's the first, but it's one of numerous ideas I've been noodling with in this space for a couple years.

      I've been taking less client work to finally get another two or three products out there by year's end.

      I have 5 or 6 couples who are going to utilize the video series and provide testimonials. But I'll probably put some classified ads out and gather more social proof.

      My video guy has some connections at a local yoga studio and I might be able to set up some tables and do a live demonstration on multiple couples - which would be recorded and used for advertising. Should be fun.

      Mark
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      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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