"I DON'T KNOW WHAT I DON'T KNOW! "

Designing a product designed to suit the masses is never an easy task and more often than not, the intentions of the writer/producer are often not met as you come across as jack of all trades, master of none. Not only do you not sell your product well, you also lose the imagery of an IM marketeer who actually knows what they are talking about.

YES we would all LOVE to market a product that almost everyone has a demand for and when they hear about the product and read the sales copy they are already buying what is on offer at the first opportunity!!

Realistically, entertaining the masses usually results in the production of a very diluted and boring, uneventful product which merely skims the surface of what you need to be speaking to your customers in detail about.

Why?
Because we are all so different, physically, mentally and have different needs and wants which are defined by who we are, our values and beliefs, our culture.

Why then do we see so many products fail when they appear to cover everything off that a new IM student wants to know?

These products tend to skim the surface, in a bid not to confuse and disillusion the reader by being troo technical. The writer does not want them to feel they have no clue where to begin in the world of IM.

Alas..fantastic headlines lure in those desperate to get on however the actual content tends never to match up against the "fabulous headline".

When designing your next product it is so important to meet the objectives you know (through your research already carried out) your target audience needs to achieve.

Never try to tick all the boxes. Some boxes are less relevant than others. (See yesterdays blog!!)

Ensure you understand the ticks which will have the customers clambering over themselves to buy what you offer and to buy additional new products again and again, as well as recommend you to others.

Rather than give it all away, and run the risk of losing the attention and drive of the customer, keep the products relevant to what you know they need to know.

Customers don't know what they don't know and they are looking to YOU to spell out what the key objectives are which they need to be achieving, regardless of whatever stage they are at in their IM career.

It sounds straight forward however meeting the objectives of your product offering, through the eyes of your prospective customers can be complex and these objectives may sometimes need to be fluid enough to adapt to change in the perception of your offering. You need to be able to refresh your products and keep the depth and quality of the teaching, otherwise your customers will be off in search of someone elses product, who took a little bit more time to suss out exactly what the customer doesn't know they don't know.