Writing the ad BEFORE you create the product

16 replies
Hey all.

A question for experienced marketers...

They say you should write the ad first to gauge the need of the market. When you find the orders are flooding in, you should THEN go on to create the product.

My question is...

How on earth do you go about doing this? When people read your ad and give you your credit card details, they're gona want access to their purchase immediately!
#create #product #writing
  • Profile picture of the author talfighel
    That's why you can start by promoting other people's products.

    It is insane to think that your customers should wait for you to create your product and then send it to them. If this is how you are operating right now, many will ask for a refund because they will have BUYERS REMORSE.

    They will not wait and will want instant access.
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    • Profile picture of the author CliffUK
      I take the view that you cannot sell something you do not have - so no, you cannot sell a product that has not been created fully and is ready to ship.

      BUT what I suggest you can do very nicely in the same situation is to create an opt-in list for would-be buyers who want your product as soon as it becomes available!

      This way you can regularly keep in touch with them about expected availability dates (having tested the demand for the product you promote) and take the opportunity of sending them related, quality, free reports or links to great content in the same niche - and even make affiliate sales in the process!
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    • You dont! As mentioned above promoting an affiliate that has the products, sales funnel, squeeze pages, email system, phone sales etc. is the besy way to make income by LEVERAGING what is already working and proven.

      Then when you are a credible source that is making 5-6-7 figure income you can create products yourself and and sell it like pancakes because of your Authority and Credibility and Testimonials
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      • I forgot to mention that you can do what you call a "launch jacking". Where you go on sites that shows upcoming products before they launch. Asking for the creator/develope for a trial copy for you to make a review for your blog or site.
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  • Profile picture of the author Clyde Dennis
    It should be noted that writing the ad first also helps get your creative juices flowing in the product creation planning stages. The theory being if you write a great ad about a product you then have a blueprint for what your product needs to fulfill.

    All you need to do in order to have a great product is to have it live up to the standard you set for it with the ad you wrote.
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  • Profile picture of the author drewfioravanti
    I'm pretty sure this is the method Tim Ferriss outlined in 4 Hour Work Week with his supplement business. I assume it would translate to digital products, if that is what you are going after.

    You link the order button to a page that says sold out or something...you don't actually take their credit card information.
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    • Profile picture of the author Snow_Predator
      Originally Posted by drewfioravanti View Post

      I'm pretty sure this is the method Tim Ferriss outlined in 4 Hour Work Week with his supplement business. I assume it would translate to digital products, if that is what you are going after.

      You link the order button to a page that says sold out or something...you don't actually take their credit card information.
      Wow, FINALLY something helpful. Thank you drewfioravanti.

      I was thinking something along these lines. Tell 'em there are only say 100 copies available, and see how many are willing to click through to the order page.

      Matt Furey mentioned something in an interview about simply telling your potential customers that the product will be complete by so and so date, and to have them pre-order it. But if they pre-order, and you don't get enough of a demand, then you have to refund all these people and it gets messy.
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  • Profile picture of the author workoutstuff1
    You can create an ad and let people know that you are building a list of people that are interested in the product, and if they sign up for your list they will get a huge discount once the product comes out.
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  • Profile picture of the author clever7
    I believe that writing the ad before creating the product is a very good idea, and testing if there is real demand before creating the product also is a very good idea.

    You should follow the advice you already had in this thread.




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  • Profile picture of the author Dayne Dylan
    Banned
    What you could do is setup an order link, and track it. Then, it will take them to a page where it says, "This Product Is Being Updated and Currently Not Available" and put an opt-in to get them on a waiting list.

    Then, you will have two things...

    Stats on who/ how many click on the order link, and also a possible list of potential buyers. Between both, this should give you a pretty good indication if you should move forward.

    I actually did this for a report before it was made. Demand was high enough, and now it makes an easy $400-$500 a month every month with little effort.
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  • Profile picture of the author actionplanbiz
    This is a very good method for copywriting . Creating the sales page before the product.

    The cons of this approach is that your Sales Page will most often be better than your Product, which in results in under delivering to your customers.

    If you want to over deliver, create the product 1st (of course research problems and what solution your going to provide at the start). Tim Ferris does suggest this in his 4-hour work week book. but evidence shows he most likely created his book1st.
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    • Profile picture of the author Dayne Dylan
      Banned
      Originally Posted by actionplanbiz View Post

      The cons of this approach is that your Sales Page will most often be better than your Product, which in results in under delivering to your customers.
      I disagree with this statement. If one does the right research before they write the sales letter, and identify the "pain points" etc. and avoid hype, it's totally doable. You just need to either be a good copywriter or hire one. Just my two cents.
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  • Profile picture of the author hustlinsmoke
    We do our sales copy as the product is being developed. We could never do it before because we never know if something will be changed, scrapped or what. It is to know what your selling and all that and to find a target audience but it also depends on the individual.

    There have been many times I have just scrapped a whole project because no one could get the code right or something else and I was losing money by spending too much time on it.

    Sales copy is not cheap and good graphics are not cheap either.
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  • Profile picture of the author Dayne Dylan
    Banned
    Another idea is to sell a simple $7 report. Make a report that is around 7-10 pages roughly and test to see if it sells. BUT...make sure you get them on a customer email list so then you can ask every buyer what they want to know the most, etc. so then you can build a product they want.

    No need for a super long sales letter or fancy graphics. Just hire a designer to create a report cover on Fiverr for example. Don't over-think it, just put something out there and start testing.
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  • Profile picture of the author TerriL
    I recently watched a webinar with Vishnen Lakhiani of Mindvalley Insights, he spoke of having an opt-in form that announced an upcoming product, and had some enormous list building success. I forget the exact numbers he stated, but the opt-in rate was 'trippled' and he wasn't even offering anything yet!

    So, I believe the 'concept' of anticipation works, but I wouldn't offer exact details, pricing, or something you cannot deliver, but just teasing them with the 'idea' something big is in the works and get them on a 'waiting list!' and maybe, interact via email, surveys, etc... whereby, you fine tune what they need or might be expecting, so you can tailor it accordingly.
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  • Profile picture of the author lotsofsnow
    You do not write the ad first.

    You write the sales letter first.

    But you do not publish that sales letter.

    1. write the sales copy
    2. create the product
    3. launch the product

    The reason why you should do it this way:
    1. It it is easier, especially if your main strength is not the writing of sales copy.
    2. That way you always deliver what you promised.

    Once you can afford to outsource the main parts:

    1. create some rough outline for the product
    2. give that outline to a product creator and give the same outline to the sales copy writer
    3. Once you get back the sales copy and the product make notes where changes have to be made and ask the product creator and the sales copy writer to make the changes.
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