There are 2 ways to sell a product.

  • Way #1: Great marketing
  • Way #2: Great product

Great marketing looks like this:

  1. Attract new leads
  2. Build relationship
  3. Sell your product

Great marketing is good at sending your product into orbit. It'll keep it there as long as you continue putting high levels of energy into it.

The problem?

If you let off the gas for 1 second, the business crashes. The product can't sustain itself with only great marketing:


On the flip side…

Building a great product looks like this:

  1. Solve a high priority problem
  2. Blow clients minds with results
  3. They tell their friends about it

Great products naturally generate word of mouth and sales for themselves.

But there's a problem here too:

It takes too long for a great product to be found and pick up momentum. Most companies don't survive long enough to make this work. They don't ever quite get into orbit:

What's the solution?

  1. Launch your product when it's good enough. (Don't obsess over the product at the expense of marketing.)
  2. Generate immediate sales and profit.
  3. Reinvest into perfecting and refining your product. (Don't obsess over marketing at the expense of the product.)
  4. Repeat #3 until it's so remarkable it sells itself.

What does that look like?

Our goal: Build a product that can get into orbit as quickly as possible and then use the profit to continually improve it until it's so remarkable and effective that it sells itself.

Too many online business owners focus on becoming great marketers and stop there.

They never turn their focus to refining their product until it blows their customers minds.

As a result, they sell sub-par products that come crashing down as soon as the owner gets bored. They can't sustain because the product is a dumpster fire and most customers feel tricked rather than helped.

How do you avoid this fate? To start, you have to know what a great product looks like.

5 Standards of a Great Product:

  1. Does each client see a very specific result in a short time period?
  2. Does each client give you a raving fan testimonial video after receiving the product?
  3. Does each client refer 2 more best-fit clients to you?
  4. Does each client buy at least 3x?
  5. Does each client say it was worth 10x what they paid (or they get a refund)?

These are high standards. Achieving them typically takes 2-3 years after you launch.

But here's the good news: It is impossible to meet these standards and NOT have a product that sells itself for years to come.

Want to see the impact an amazing product can have on your sales?

I built a free calculator that will show you.

Here's how it works:

Step 1: Click "File" and then "Make a copy" to create an editable version for yourself:

 

Step 2: Update cell B9 with your starting number of customers (if you haven't launched, just guestimate the amount a solid launch would bring in).

Step 3: Update cell B14 with your average revenue per user (if you're just selling one product with one price, this would be the price)

Step 4: See how far marketing can take you. Then see how much further an amazing product can take you if you invest the time. Here's an example:

Step 5: Play around with the goal-related metrics in cells B10 - B13 and see how hitting different product goals could impact your revenue.

Go here to use the calculator now. <<<

Open your eyes to what's possible. Then take one concrete step toward improving your product today.

Schedule a customer interview. Comb through the latest support tickets. Write up a customer survey. Make a list of the top 3-5 things that you already know would take your product to the next level.

These are the things that will keep you in orbit after liftoff.

- Bryan