How to make a "boring" product sound cooler, without lying?

14 replies
In the book "Ready, Fire, Aim", Michael Masterson (Mark Ford), says it's a good idea to create a "tipping point" front-end product. This means a product/offer that grabs the attention of the market.

Then, you can sell "regular" offers on the backend, because people have already bought from you and trust you.

I seem to be having trouble coming up with something really innovative (without investing an enormous amount of money, time and energy).

Some information products that get launched in the MMO/IM niche have some kind of "cool idea" behind them like "Make $1,234 just by searching on Google". People buy such offers in droves. Of course, we all know such products don't work. I would never create something like that.

I guess the question is: "How do I position a product that works (but is not innovative) in a way that people get excited about it?"

Thanks in advance.
#boring #cooler #lying #make #product #sound
Avatar of Unregistered
  • I remember a Clickbank Product that had like a gravity score record it was so freaking hot.

    The hook was something like Free Google Ads!

    They were not free of course but offset via an arbitrage method.

    But the way it was marketed quickly set fire especially when you get an affiliate army excited underneath you.

    But good copy will always work. Whether out the box or after some tweaking and testing that will be where the magic begins.

    How do you get people to stop and absorb "What you got".

    I remember a video of Frank Kern just taking some surfboards one by one out of the garage and placing them on the ground. I do not even remember what he was talking about but it made me watch to the end.

    It was different than the usual marketing we get bombarded with daily.

    Maybe you can tie in a current event. An upcoming event/holiday/season.

    Maybe even the fatigue people are having with one foot out and one foot still in because of COVID.

    Lots of ways to stand out from the pack just think like a showman or imagine you will have a booth space in a huge convention center why are people going to stop at your table.
    Signature
    MAKE MONEY DOING WHAT YOU ARE ALREADY DOING...

    SOCIAL MEDIA MONETIZATION ON STEROIDS

    {{ DiscussionBoard.errors[11704798].message }}
  • Profile picture of the author Frank Donovan
    Originally Posted by perneali45 View Post

    I guess the question is: "How do I position a product that works (but is not innovative) in a way that people get excited about it?"
    Think about what you're asking. If you consider a product boring, how on earth are you going to enthuse a prospective buyer?

    Concentrate on finding a product - or preferably a business - that you can get excited about.
    Signature
    TOP TIP: To browse the forum like a Pro, select "View Classic" from the drop-down menu under your user name.

    {{ DiscussionBoard.errors[11704810].message }}
    • Profile picture of the author perneali45
      Originally Posted by Frank Donovan View Post

      Think about what you're asking. If you consider a product boring, how on earth are you going to enthuse a prospective buyer?
      There's that, but I remember John Reese saying once that "the boring stuff makes all the money." The buyer can get enthused by the results - not necessarily the process. Losing weight can be tough. But we like the end results.

      Process vs event.

      Originally Posted by Frank Donovan View Post

      Concentrate on finding a product - or preferably a business - that you can get excited about.
      I can see adding some fun stuff to the mix. Nice suggestion. Thanks. :-)
      {{ DiscussionBoard.errors[11704866].message }}
  • Profile picture of the author Klara Pelhe
    Originally Posted by perneali45 View Post

    In the book "Ready, Fire, Aim", Michael Masterson (Mark Ford), says it's a good idea to create a "tipping point" front-end product. This means a product/offer that grabs the attention of the market.

    Then, you can sell "regular" offers on the backend, because people have already bought from you and trust you.

    I seem to be having trouble coming up with something really innovative (without investing an enormous amount of money, time and energy).

    Some information products that get launched in the MMO/IM niche have some kind of "cool idea" behind them like "Make $1,234 just by searching on Google". People buy such offers in droves. Of course, we all know such products don't work. I would never create something like that.

    I guess the question is: "How do I position a product that works (but is not innovative) in a way that people get excited about it?"

    Thanks in advance.

    You definitely need to think more about that product before you actually start selling or promoting it, and you should write down all benefits that it has. Think in direction like how that specific product could make life of its users easier and why they should even purchase it. No matter if it's not that innovative, many things aren't nowadays really, so I wouldn't be too worried about that aspect at least.

    As someone mentioned in the comments above, if you think it's boring then it will be hard for you to convince other to buy it, so the best way would be to make a list of all valuable features that it has, as that way it definitely won't look so boring to you and you will have more ideas how to present it properly. You don't need to lie and tell people it has something that it doesn't, it will be enough just to mention how it can be useful in a every day life.
    {{ DiscussionBoard.errors[11705064].message }}
  • I guess at the end of the day it all boils down to copywriting. I would take examples of boring products that sold well and emulate the sales letters.

    Two examples that come to mind are Gary Halbert's "Water Ad", and Ted Nicholas's book of business forms.

    https://www.thegaryhalbertletter.com...5/11-09-05.htm
    Signature
    {{ DiscussionBoard.errors[11705960].message }}
  • For sure, copy can link buyer to seller in ways that make myootyool huggin' transform into full-on smoochie -- but it is naht magic.

    2 groundrules apply.

    1) Do naht seek to foist crap 'pon nowan.

    2) Be sure you offerin' your non-crap to the right people.

    From here, your copy is your transformative & enablin' friend.

    Lose (1) or (2) (or both), prolly plenty you say gonna seem like crapola.
    Signature

    Lightin' fuses is for blowin' stuff togethah.

    {{ DiscussionBoard.errors[11705962].message }}
    • Profile picture of the author GordonJ
      Gold in a single word here:

      FOIST. For other Larry David CURB Your Enthusiasm fans, you'd recognize this word from Larry and his assistant.

      Anyhow, unfortunately, it is what many IMer's DO. Under the guise of persuasion and salesmanship, they FOIST their crap upon the beguiled.

      On the other hand, if anyone only wants the moolah, learning to enchant the naive is a fastlane to riches, so foist away.

      GordonJ


      Originally Posted by Princess Balestra View Post

      For sure, copy can link buyer to seller in ways that make myootyool huggin' transform into full-on smoochie -- but it is naht magic.

      2 groundrules apply.

      1) Do naht seek to foist crap 'pon nowan.

      2) Be sure you offerin' your non-crap to the right people.

      From here, your copy is your transformative & enablin' friend.

      Lose (1) or (2) (or both), prolly plenty you say gonna seem like crapola.
      {{ DiscussionBoard.errors[11706228].message }}
  • Profile picture of the author boblev
    The product doesn't have to be exiting, just useful, but if the description isn't dynamic you can fo'get about it...

    look at untuckit shirts, pretty boring in my book. big freaking deal, you can walk around with your shirt hangin out...

    now read their latest tweet

    "There's nothing better than putting on a lightweight linen shirt on the first warm day of spring. Well, maybe if that linen shirt was Wrinkle-Resistant and ready to wear right out of the dryer (like ours)."

    My first thought was , yea, the weather is getting nice. maybe I need one of those....

    Just be descriptive and draw on your own life experiences for inspiration.

    Peace

    Bob
    Signature

    "The road to success and the road to failure are almost exactly the same." Colin R. Davis

    {{ DiscussionBoard.errors[11706176].message }}
  • Profile picture of the author spartan14
    Put yourself in the place of the buyers .What if someone will sell you a boring product ,you will come back to buy from that person .I am prety sure that you will not come back to buy again .So think very well at your marketing strategy
    {{ DiscussionBoard.errors[11706217].message }}
  • Profile picture of the author ashtondunhill
    Originally Posted by perneali45 View Post


    I guess the question is: "How do I position a product that works (but is not innovative) in a way that people get excited about it?"

    Thanks in advance.

    Answer: Price. I have been part of Matt Bacac's groups on facebook. He is one, if not the, biggest email marketer in the industry. His coaching is thousands of dollars and he gets it. One strategy he employs is low entry. He has a product on Warriorplus that sells for less than $6.00 Product is simple and effective. He does not make it "cool" he makes it easy for anyone to get. and at $6.00 it is accessible to almost everyone.


    He pushes his group members to promote at 100% commission. He gets thousands of sales. Makes no money on the front end. But, he gets thousands of BUYERS on his list. Then starts his sequences and makes his money on the followups of affiliate as well as his own higher priced products
    {{ DiscussionBoard.errors[11706910].message }}
  • Profile picture of the author UltraOne
    My kind of topics I must say. Thank your for sharing this here. Now, when it comes to making a sale, how you frame the product is just as important as the product itself. After all, no one wants to buy something that sounds boring or unappealing. But how can you make a mundane product sound cooler without resorting to lies or exaggerations? That's the question you are raising here.

    One way to do this is to focus on the benefits of the product. Instead of listing features, talk about how those features will improve the customer's life. For example, if you're selling a car, don't just say it has "automatic windows." Say it has "automatic windows that make it easy to control the temperature inside the car, so you'll be comfortable no matter what the weather is like outside".

    I hope that helps!


    Regards,
    Adam
    Signature

    Adam F

    “I have not failed. I've just found 10,000 ways that won't work.” -Thomas Edison

    {{ DiscussionBoard.errors[11707374].message }}
  • Profile picture of the author EnterIn
    Someone's already mentioned that you need to focus on results. What the user wants to achieve by using the product. The "pain" they want to avoid or the "pleasure" they seek to gain. Couched in clear terms, that's always exciting. And if you can give a stronger than usual guarantee, you will build conviction in the products ability to deliver the result (free from pain or enjoying certain pleasure) that your prospects are already somewhat excited about.

    A Strong Guarantee that your product will produce a desired result will always produce excitement. And when the price is really low, buying becomes a no brainer.

    ANY product that delivers results that people want, becomes exciting if you can give a ridiculously bold guarantee. Just get creative about the type of guarantee you can give that CANNOT be ignored.
    {{ DiscussionBoard.errors[11707457].message }}
  • Profile picture of the author DABK
    Present it plainly to people who want it (the results it produces): they will find it exciting.

    Your question really is: how do I draw their attention, how do I craft a compelling subject line?

    Hammers are not exciting. But I own two. I needed to nail something. I went to the store. They had about a dozen different hammers. Some seemed too small, some too large, some did not have the "teeth" for pulling nails out. I wanted one that was not too big, not too small and with the "teeth." There were four of those. I chose the cheapest. If I were a professional with the same criteria, I would have chosen the most expensive due to brand.

    I buy many non-existing products all the time. You do too. You buy them because they do what you want them too, because you trust the brand (the product will perform or they will replace it/ give you your money back without hassles) and because you like their price. (Notice I say like, not their price is the lowest).

    If you put your offer in front of the people who are looking for what you sell (in such a way that they notice... Does not have to be exciting; A subject line in my email inbox like this: "Need a hammer? We got lots of them" on the day if (or a couple of days before) I decided it was time to drive in those nails would have worked.

    (Amazing Hammer, nails go in twice as fast and will make the ladies swoon kind of subject line would not have worked (on the day I needed a hammer because it is obviously not talking about hammers for nthe job I had in mind; other days because I was not looking to buy a hammer).

    Really and truly, present your offer to the right people (willing and able to buy) the right way (speak their language, in the tone they like: Max started a thread in the copywriting forum in tone): They will think your product is exciting if you just tell them what it does.


    Originally Posted by perneali45 View Post

    In the book "Ready, Fire, Aim", Michael Masterson (Mark Ford), says it's a good idea to create a "tipping point" front-end product. This means a product/offer that grabs the attention of the market.

    Then, you can sell "regular" offers on the backend, because people have already bought from you and trust you.

    I seem to be having trouble coming up with something really innovative (without investing an enormous amount of money, time and energy).

    Some information products that get launched in the MMO/IM niche have some kind of "cool idea" behind them like "Make $1,234 just by searching on Google". People buy such offers in droves. Of course, we all know such products don't work. I would never create something like that.

    I guess the question is: "How do I position a product that works (but is not innovative) in a way that people get excited about it?"

    Thanks in advance.
    {{ DiscussionBoard.errors[11707472].message }}
  • Profile picture of the author Craig Fenton
    Hi perneali45:

    Hope you are well.

    The question you raise is an excellent one. I can give input as to what has worked for me in the music field (former radio personality, writer of Rock & Roll Books, liner notes for albums, and public speaking).

    One of the most overlooked tools when promoting a product (or yourself) is the power of a Thesaurus. A Iesson I learned in a High School journalism class has been paramount in opening doors for the communication path I decided to follow for many years.

    When you are describing a product we often fail because the same words are used too close together. If you are a weatherman on TV and the first sentence is "Today it is sunny and 65 degrees", the next time you talk about the weather sunny should not be included. By choosing "Tomorrow look for radiant skies", you are showing a greater knowledge of the topic and more engaging.

    A perfect example of this is how many times do you read a blog post by somebody under 40 and they use the word awesome 456 times when they only penned 1000 words!

    One of the knowledgeable Warriors mentioned about purchasing a couple of hammers. There are 100's of companies selling the item (it is not as exciting as seeing The Beatles when they arrived in the U.S.A. 1964 or Game 7 of the baseball World Series) but creating a more powerful copy for the radio/TV/internet ad can elevate interest and increase the sales.

    The typical hammer is made of 4140, 4340, and 1045 steel. Telling the average Jane/John Doe this could cure insomnia. However, if the manufacturer mentions unequalled steel construction and an incomparable handle that does not lead to hand discomfort, it is a bit more appealing.

    Dictionary Dot Com (I have no affiliation with them and the plug is simply because of my own positive experience) has a tab for Thesaurus. Click on that and open a Word Document or Text File. Think of a few things you want to write about (or if somebody is going to do it for you) and in the Thesaurus search box put in common words you used in the past. Let us say the word "excellent."

    Write something in the Word Document or Text File such as the "Concert last night was excellent."
    Underneath type some of the choices the Thesaurus search gave you. "The concert last night was praiseworthy." Try some of the other choices as well.

    Praiseworthy, is the strong word. Not common, and thus gets the mind thinking. Secondly, the reader may want to know why was it worthy of praise.

    A former English teacher (cool she was a big Beatles fan) used a Paul McCartney solo song "Maybe I'm Amazed" of going the extra mile in the lyrical contact. To this day it still resonates with me. There is a line "You right me when I'm wrong." Most folks, even if they had the ability to compose anything close to Paul, would have stated "You correct me when I'm wrong." The phrasing he used enhanced a timeless piece of genius.

    Never get frustrated. If you have time or any of the folks that help you out, practice with the Thesaurus. Words, sometimes only a couple of syllables can create an image in the mind that opens the wallet of your dreams. You will do superlatively!

    Everyone have a great and safe weekend!
    Signature

    {{ DiscussionBoard.errors[11708617].message }}
Avatar of Unregistered

Trending Topics