I made this mistake and I even knew about it beforehand!
I find that not only online, but in general business, people seem to talk and focus so much on the product. I made this mistake as well. For some reason we feel that the product is the most important thing when in actual fact it is the LEAST!
The sales process and marketing is the most important, period. Though I do not recommend it, you could take a crappy product and market it very effectively and make lots of sales. However, it does not work if you go the other way around.
Think about it. Who here on this forum can cook a better hamburger than McDonalds? ALL OF US! But who here can create a business system that has over 30, 000 franchises and delivers those hamburgers to millions of people around the entire world?.....probably very few of us.
The triangle below is from Robert Kiyosaki. Though I don't agree with his questionable seminar practices I do believe in some of his earlier work. The triangle shows that the product is at the top of the triangle, which is the smallest and least important and thought of last.
If you find yourself thinking and talking more about the product then I urge you to take a step back and focus on your systems. If you think you are going to create the best product ever and that's what's going to make it sell then I wish you well. However, it is very likely that some version of it has probably already been created, especially in the information product world.
Create great products; just remember that it is not the most important part.
To correct this problem my team and I have decided to now outsource all product creation. We will come up with the outline and layout based on market research, then send it off for production. I realize this will cost more, however, this will give us more time to focus on the most important process: the sales process.
Good luck to all of you
Brandon Schmid
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