Connect to the product

In Part 1 and Part 2, I spoke about how to show them what they’re doing wrong and what they need to do to get what they want. We need to frame the product as the thing that’s going to help them achieve that outcome faster or in a way that requires less sacrifice or mistakes or in a way that is more risk-free than just trying to figure it out by themselves. Remember you told them what they could do, theoretically, they should be able to walk away and maybe it takes them 10 years to figure out a way to do what you told them to do.

You want to frame the product as a tool to help them take advantage of the solution;

• Faster than when they try to do it by themselves.

• Or, you want the product to be something that helps them do it in a less risky way, a way that’s guaranteed to work this way.

• Or, you want to make it something that’s going to help them avoid a lot of costly difficult mistakes or heartache.

• Or, you want to make sure that the product is something that’s going to help them achieve even greater results than they are trying to do by themselves.

Here’s a hint; you might want to do all four of those things. If they sound familiar to you? It should, this is the value equation. This is how you position your product to be the most valuable tool possible to help them, use their newfound knowledge, the things that you just taught them, to then turn around and go out and get the dream results they want.

So whenever you sit down to position your product the product isn’t magic, it’s not like you buy this product and then it’s like a magic thing, you have it ta-da you get what you want (if someone says this to you in a piece of copy, know it’s a snake-oil salesman). Now usually what it does is the product helps you as a person turn around and enact certain causes and effects, that will get you what you want, and you need to show them how your product is the best vehicle to take advantage of that solution.

It’s like “Hey if you want to get from San Francisco to New York you have to take I-80”.

The problem is that if you want to get from San Fran to NY.

Then the solution is you must drive across Interstate 80, it’s the biggest highway that connects two cities across the whole planet.

The product in this example is; you can take this old beat-up Honda Civic, or there’s a different product which is a Lambo, you can drive the Lambo across it will be a lot more fun right?

Again, you want to position the product as the best vehicle, the best tool at the thing that makes it easier, faster, less risky, and more enjoyable to get what they want, using this new knowledge that you’ve given them. That’s how you want to position your product, and we’re going into details about how to structure that, how to add value, stack value in our weekly newsletter The Write Stuff, where I show you how to write this part, but you need to be able to sit down and connect all of these dots from the very beginning. “Hey, my friend, here’s your problem, the roadblock that’s keeping you from getting what you want.

Here’s the solution, here’s the “if, then” that you must fulfill to get truly what you want, and here’s a product that will make it as easy as possible for you to get that thing as quickly and efficiently with as little risk with as much enjoyment as possible. If you can understand and define these things and present them to your actual prospect or your reader, you will help them achieve their results and they will be more convinced and willing to say “Ah, I wanna work with this guy because he wants to help me.”

If you’re an e-commerce brand owner and you want to discover the roadblocks facing you in email marketing to get to your audience and show them the roadblocks facing them too so you can help them, we got you, we will build for you the vessel to which you can use to get there. With The Write Brothers, your emails will land safely and not crash into spam 🛩️ 📩. Ready for take-off? Visit our website here.