Bite-sized lessons in launching for entrepreneurs.
Your complete roadmap to creating a killer digital product launch.
I help online entrepreneurs (like YOU!) launch and relaunch digital products and podcasts to reach more people, grow their audience and become the go-to geniuses in their industry
This is Part 2 of the five-part training series on uncovering complete clarity in your next digital product ideas. The idea for your next online course, membership, group program or whatever your digital product might look like.
The idea is not just what the product is going to be about. That was one of the things we started to look at in Part 1, but your idea also includes who you are helping and who this product is for. Now the big myth is that the more broad your digital product is the more people you can help. This is false.
Because what tends to happen is that if you will have a broad idea of your product and you try to help everybody, you end up actually helping nobody because your product isn't specific enough to solve anybody's specific problem.
People will be asking, is this product right for me? And we wanted to be an instant “Yes” for the right people and an instant “No”, for the wrong people and if you tend to go broader with your product and more broad with the messaging, the way you communicate your product, you end up getting that “maybe this is for me” rather than, “oh, this was made for me” from the right people and it's scary choosing to be a bit more specific rather than going in general.
Our brain tends to go into scarcity mode where it thinks that there are not enough people out there. When you are just starting out in particular, you don't have a big budget for advertising or for promotion so choosing a smaller niche, and choosing that really specific niche audience is a much faster way to grow and it's much easier to get that instant yes from those right people.
It's much easier to become known as that one specific go-to person for that one specific niche rather than trying to cover everybody, rather than trying to reach everybody. Now I do want to clarify that you don't need to niche down your entire business. That's one thing that I do want to make very clear. You can niche just that product.
The other big niching myth is that you only have to niche by who you are helping and today, we are looking at who you are helping, but you can also niche down by the result you deliver.
So, for example, I'm an Instagram marketing person for naturopaths in Australia, helping them to make more sales, that's one product niche, but the other product niche could be helping them to grow their personal brand using Instagram, that's a different result. You can also niche down the process in the way you deliver the result.
Once we know who that product is for, we need to know where to find the people who will pay money for it. The first action item is to identify who you are helping and get as crystal clear as you can on who that person is. Are they business owners? But that's a bit broad.
Your second action item is where are we going to find these people? Where to find those people who will pay money for it.
Firstly, what podcasts are they listening to? Because getting interviewed on podcasts is one of the best free ways to get in front of the right people without having to spend any money on advertising. So if you can pinpoint what podcasts they are listening to, you then know who you can pitch to get interviewed on their podcasts to reach the right people.
2. Social Media
The next place to look is social media. This is probably less effective than it used to be in the past but it can still help to know what platforms are they on and who do they follow. Who are those brands and those influences that they follow?
Once we know who they're following, we know who we can collaborate with to get in front of those right people rather than just sitting there, relying on the algorithm to get you in front of the right people.
3. Communities and Groups
The next thing to look at is what communities and groups are they hanging out in. These can be free groups or paid communities.
For example, maybe they are part of somebody's membership community and maybe you could reach out to that membership community and offer to teach a free master class to them. Or maybe if there's a free Facebook group, you could reach out to the admin in the free Facebook group and say that you are an expert on this topic and run a live Q and A session in this free Facebook group.
4. What online courses do they sign up for?
Looking at what online courses they signed up for is also a great way to be in front of the right people because if they are part of an online course, again, you can reach out to the person who runs the online course and say, Hey, would you like to offer a bonus training on whatever your topic is and you can pitch them with this idea for this bonus training.
You are now giving them a way to add extra value to the students' and as a side effect, you are getting in front of the right people. Again, virtual events, online communities, virtual events that they have that they're running. Can you get in front of those events or in-person events now that the world is starting to open up and run conferences again? How can you start to pitch more speaking events and get in front of the right people there?
5. What online publications are they reading?
Another one is what online publications are they reading? Are they reading particular blogs? Are they reading news websites? Are they reading online media? Where can you get in front of them with written content there? So, those are just a couple of places to start looking for the right people and to get in front of those right people.
Remember, we're not talking about niching your entire business to this audience. It can be just this one specific product.
When I say 10 places that might be 10 different podcasts. It might be 10 Facebook groups or might be three online courses. Make a list of those places because that will be where you can start to show up and start to reach the right people.
The more specific you are about the people you are helping, the more successful your product will be and it's not just about niching your entire business, it's about niching your product because the goal here is that when somebody reads that sales page for your online course or your membership or whatever your digital product is when they read that sales page, it becomes an instant “Yes! This product is for me”.
I help online entrepreneurs just like you launch and relaunch their online courses, memberships, digital products and podcasts to reach more people, grow their audience and become the go-to geniuses in their industry