Everyone Should Have a Product. What’s Yours?

CaptureWhat’s your Number 1 product? (It might be you. But what exactly about you?)

Who do you sell your product to? Can you replicate this sale with great predictability?  Are you your greatest sales person?

Employee or business owner. This applies TO YOU.

Everything I do in my business is essentially targeted at helping my clients do enough of the right stuff to make sure they never get to a stage later in life when they chastise themselves with some variant of “if only I had…”

And for most businesses at less than 7-figures of turnover doing enough of the right stuff almost always involves an awful lot of sales.  

We are all in sales.

Willingly or unwillingly. Consciously or unconsciously.

When Shakespeare remarked that all of life’s a stage I like to imagine this is what he meant because actors are trying to sell you their act. Aren’t they? They want you to “buy” the act.

You are on show. Not with a moveable spotlight, make-up and a prompter in the wings (if only).

And fortune does not favour the meek.

Even my very, very shy handyman the other day thrust a flyer at me “just to give to your friends”. Good for him.

So if you are a business owner – what are you selling, to whom and can you do it predictably? I mean really predictably. You do this…you get this…action…result…

If you are employed, do you know what it is you come in for every day (not what it says on your business card.) What do you do well? Is that enough to elevate you out of your current situation and into a higher place where you have more choices, more freedom, more opportunity, more everything?

Master your first product first and then go wide.

Your fans will tell you what works and what’s, err, a bit rubbish. Then, you can go from your single point of expertise into secondary and related points of expertise.

What most people do is make a product and then another (because the books tell you that you must have a follow-on product – never have a customer who has bought everything…always have “the next sale” lined up.)

Well yes OK but there’s a time and a place. Wait until you have 500 or 5,000 customers before you build Product 2.  

The employee’s equivalent of too many products is to try to be a general manager.

You may have missed the memo – the general manager is dead.

Go deep, get great, build a reputation, and then go sideways, guided by your customers or boss or peer group etc etc.

Nobody wants to be a one trick pony but the one trick pony’s trick tends to be superficial and of limited interest and that’s not what I’m talking about.

If your one trick is to do something brilliant that loads of people love or value then you are not a one trick pony. You are the acorn from which a great business or career will grow.

So what’s your Number 1 product?

4 Responses to Everyone Should Have a Product. What’s Yours?

  1. Ian Brodie February 25, 2013 at 11:31 am #

    I like this post a lot Mark.

    There’s an old saying amongst professional magicians:

    An amateur performs new tricks for the same audience. A pro performs the same tricks time and time again for different audiences.

    When I produced my first product I made a mistake. After it had launched successfully and got a good reception I started working on a new product for the same audience (my own subscribers). What I should have worked on what how to get my existing great product out to more customers.

    Ian

    • Mark Nugent February 25, 2013 at 1:56 pm #

      Thanks for commenting Ian.

      I almost made the same mistake. I was sketching out a plan for the next 18 months with product after product and it just hit me that this was crazy.

      As you know, big companies in concentrated industries need to produce product after product because their market is more of a fixed pie and they compete through product differentiation.

      But us little guys with small market shares in fragmented industries simply need to get in front of more people with a relatively narrow offering of our very best stuff.

  2. Coral Grainger February 25, 2013 at 11:40 am #

    Thanks for another great post Mark.
    “What is your #1 product?” is now written on a post it over my desk.

    Even when it’s clear, it’s good to keep remembering. I will be reviewing all my comms to ensure that I’m clear on that!

    best wishes to you and all your readers,
    Coral

    • Mark Nugent February 25, 2013 at 2:04 pm #

      Thanks Coral.

      It’s on a post-it on my monitor too!

      M

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