Your Product Might be an Obstacle, not a Solution

How many books, reports, training courses have you followed through with, to completion?

Were those products solutions to your problems, or were they just another obstacle to the solution you thought you were buying into?

In a marketplace where the most common complaints are overwhelm, procrastination and confusion, why would another product, filled with information, be a solution?

It would be an obstacle, wouldn't it?

I have a friend who is a professional Plasterer.

On his website he talks a lot about how great his service is. How great he is at his profession. How his prospects should choose his Plastering service over the competition.

I don't know about you, but I want a Plasterer in my home as much as i want a sledgehammer to the nutsack.

I'd prob'ly prefer the sledgehammer.

In this case, just as with information products: the service, the product... is an obstacle, not a solution.

And there he is, talking about the very thing his prospects dread most; having a Plasterer in their home.

They want their living room Plastered, no doubt. But what they want more, are the spanking new walls that will bring their currently dull room to life.

That's what they are paying good money for.

They certainly aren't paying good money to have a stranger shit in their toilet, play loud music in their living room, and trample dirt all over their carpets.

So when you are trying to sell your product, talk more about the result - what happens after the job is done - and at any opportunity, make the unpleasant process they have to go through, to get to the solution, seem as painless as possible.

If you can, create or adjust your product to make the entire process easier to live with.

At least then you can bring up the objections, and turn them into benefits.

Either way, never forget that your product might be another obstacle they have to contend with, just to get to the solution they are paying for.