{"id":3376,"date":"2017-09-27T06:05:24","date_gmt":"2017-09-27T13:05:24","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3376"},"modified":"2019-05-09T11:31:44","modified_gmt":"2019-05-09T18:31:44","slug":"prove-product-perfect-match-audiences-needs","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/prove-product-perfect-match-audiences-needs\/","title":{"rendered":"How To Prove Your Product is the Perfect Match for Your Audience\u2019s Needs"},"content":{"rendered":"<table>\n<tbody>\n<tr>\n<td><i>This is an expansion of an earlier article \u2013 if you haven\u2019t already I encourage you to read the original post first.<\/i><\/p>\n<p><a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/rock-solid-scripts-sizzle\/\"><b><i>Rock Solid Scripts that Sizzle<\/i><\/b><\/a><\/p>\n<p><i>If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026<\/i><\/p>\n<p><a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/first-5-critical-steps-creating-sleek-video-sales-letters\/\"><b><i>The First Five Critical Steps to Creating Sleek Video Sales Letters<\/i><\/b><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>If you\u2019re concerned about knowing whether or not people are engaged with your video sales letter, not to worry. It will be super obvious.<\/p>\n<p>Your audience communicates this with their feet.<\/p>\n<p>Or, more accurately, their fingers.<\/p>\n<p>Yes, sometimes people will drop out early because they\u2019re busy or distracted, but for the most part, if someone drops out of the VSL before the end, this is an easy signal to interpret.<\/p>\n<p>It\u2019s never <i>fun<\/i> to review your analytics and note that, on average, 5% of the audience drops out precisely at the 18-minute mark, but that information is useful for two reasons:<\/p>\n<p>1) \u00a0\u00a0\u00a0It tells you that you may need to tweak the content in the 15-17 minute range to make it more engaging.<\/p>\n<p>2) \u00a0\u00a0\u00a0It indicates that the people that are still watching are obviously interested in what you have to say and what you have to offer.<\/p>\n<p>The ramifications of, and the way in which you deal with, the first point is obvious, but the second point is far more compelling.<\/p>\n<p>It\u2019s an interesting VSL quirk that you are able to fairly accurately assess the mind of your viewer simply on the basis of whether they\u2019re still watching. So easy is it for your audience to click away, that their sustained presence is extraordinarily revealing.<\/p>\n<ul>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0If someone is still watching after you\u2019ve described and empathized with their anguish over a particular problem, then there\u2019s a strong likelihood that they share this pain.<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0If they\u2019re still watching after you\u2019ve made your case for being recognized as an expert, then they\u2019re likely in agreement that you can be viewed as an authority.<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0If they\u2019re still watching after you\u2019ve revealed and described your product, then it\u2019s reasonable to conclude that they\u2019re interested in obtaining it.<\/li>\n<\/ul>\n<p>This next point is the key to making your VSL effective and, most of all, profitable\u2026<\/p>\n<p><i>Understanding exactly what is going on in the mind of your viewers and delivering content that speaks to their wants, needs, and doubts.<\/i><\/p>\n<p>In the previous article in this series (<a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/how-to-overcome-objections-from-people-who-want-your-product-but-arent-yet-convinced-its-right-for-them\/\"><b>How to Overcome Objections from People Who WANT Your Product, but Aren\u2019t Yet Convinced It\u2019s Right for Them: Plot Point 18<\/b><\/a>) we identified that at this stage in your VSL your audience wants your product, but are not ready to commit to making a purchase.<\/p>\n<p>Right now, your audience has doubts, objections, and subconscious fears.<\/p>\n<p>They want relief from their pain, they want the promised land you\u2019ve shown them (<a href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/drowning-your-audience\/\"><b>Drowning Your Audience (Plot Points 3 &amp; 4<\/b><\/a>), and they believe your product can deliver success for other people. But there\u2019s still a question mark over whether the product can deliver success for them\u2026 personally.<\/p>\n<p>This isn\u2019t just about whether your product is a good fit for them, but whether THEY are a good fit for your product.<\/p>\n<p>In short, your audience is questioning\u2026<\/p>\n<h4><b><i>Am I Qualified to Buy?<\/i><\/b><\/h4>\n<p>In Plot Point #18 we used testimonials to illustrate that people in circumstances far less agreeable than those experienced by most of your audience have been able to use your product to great effect.<\/p>\n<p>The natural conclusion for your audience is that if someone with worse health, less education, and fewer resources can make the product work, then just imagine what it could do for them.<\/p>\n<p>This means you\u2019re a step closer to your viewers believing that they\u2019re qualified to buy and use your product. Plot Points #19 and #20 are going to remove all doubt.<\/p>\n<h3><b>Plot Point #19: Who is This For?<\/b><\/h3>\n<p>Law #1287 of customer acquisition states that, \u201cThe more impressive you make your product appear, the more people begin manufacturing objections.\u201d<\/p>\n<p>There\u2019s a sweet spot somewhere between, \u201cThis product sounds amazing!\u201d and \u201cThis all sounds too good to be true.\u201d You want to talk your product up but, at the same time, you need to be careful not to go too far.<\/p>\n<p>The trick is not to hold back when describing your product, but rather to QUALIFY who can and should make use of it while doing so in a way that doesn\u2019t DISQUALIFY a budding customer.<\/p>\n<p>This is much simpler than it sounds\u2026<\/p>\n<p>Come right out and state the question: \u201cSo\u2026 who will (Your Product Name) work for?\u201d<\/p>\n<p>It\u2019s just possible (although highly unlikely) that your product will, in fact, work for every last person on the planet, but no one is going to believe that. So, begin by describing the types of people that the product WILL work for based on things like niche, business type, income level, available time, etc.<\/p>\n<p>For instance, if you\u2019re selling a training course on investing in stocks, you might say\u2026<\/p>\n<p><i>\u201cThis product will work best for people who can spend at least one hour per day in simulated trading, at least for the first couple of weeks. And although, strictly speaking, you need at least $5,000 to begin trading with, you can start with less. It\u2019ll just take a little longer for you to get things rolling.<\/i><\/p>\n<p><i>\u201cI also recommend you have at least a high-school level of education. The modules aren\u2019t massively complicated \u2013 they\u2019ve been written so they can be easily followed and understood \u2013 but a basic understanding of math and good organization skills are important. If you didn\u2019t finish high school but you\u2019ve got a smart head on you, you\u2019ll probably do just fine. Don\u2019t forget, you can work your way through this course as quickly or as slowly as you need to.\u201d<\/i><\/p>\n<p>In this example, the qualifiers are being able to spend one hour a day on the program, to have $5,000 in savings available to invest, and a high school-level education. Notice that none of these bars are set especially high. Most of your audience are going to be able to fit into these categories fairly easily.<\/p>\n<p>Note also, that the qualifiers are themselves qualified so that, even if you don\u2019t quite make the grain in one area, there is a strong suggestion that you\u2019re still going to be able to manage just fine.<\/p>\n<p>This is the effect you\u2019re aiming for. The qualifiers make the power of your product more believable, but don\u2019t eliminate huge swathes of your audience.<\/p>\n<h3><b>Plot Point #20: Who is this NOT for?<\/b><\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3377\" src=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified.png\" alt=\" No one wants to be a part of the group that does NOT qualify for your product. \" width=\"1400\" height=\"900\" srcset=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified.png 1400w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-600x386.png 600w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-1024x658.png 1024w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-300x193.png 300w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-696x447.png 696w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-1068x687.png 1068w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/Disqualified-653x420.png 653w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p>Now you\u2019re going to go to the flip-side of the qualifiers by describing people who SHOULDN\u2019T buy your product. These are all going to be obvious disqualifiers that NONE of your audience are going to relate to. Things like\u2026<\/p>\n<ul>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0People who are lazy.<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0People who are satisfied with mediocre results.<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0People who are too afraid to try something new.<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0People who can\u2019t follow a simple, step-by-step process.<\/li>\n<\/ul>\n<p>It\u2019s a little cheesy, but it works. Your audience is already feeling good because the previous Plot Point qualified them as a potential buyer, and now you\u2019re reinforcing their mild sense of superiority by describing disqualifiers that they will NEVER believe apply to them.<\/p>\n<p>But there\u2019s a second beneficial effect from this Plot Point. By describing attitudes that would disqualify certain people, you\u2019re starting to create an \u201cUs versus Them\u201d mentality. You\u2019re creating a tribe. A club. A mastermind group.<\/p>\n<p>You\u2019re stating, not too subtly, that your customers are a group of smart go-getters and if you tick all of the above boxes, you can be part of something special.<\/p>\n<p>Now, you\u2019re not just selling a product\u2026 you\u2019re starting a movement!<\/p>\n<p>Yes, that\u2019s a bit hyperbolic. But you get the idea.<\/p>\n<p>In just a handful of slides, you\u2019ve overcome some significant audience objections, and increased the desire of your audience to get their hands on your product.<\/p>\n<p style=\"text-align: center;\">***<\/p>\n<p>If your audience is still engaged at this point, you can reasonably conclude that they want your product. Now their thoughts will be turning to the price.<\/p>\n<p>Which brings that critical question\u2026<\/p>\n<p>Is this product going to be affordable for me?<\/p>\n<p>Once you have your audience asking this question, you\u2019re in a powerful position. If you don\u2019t want to waste this moment, make sure you check out the next article in this series.<\/p>\n<p><a href=\"https:\/\/www.webinarjam.com\/?utm_source=genndi&amp;utm_medium=blog&amp;utm_term=vslgenesis&amp;utm_content=pp19-20&amp;utm_campaign=wj\">WebinarJam<\/a> and <a href=\"https:\/\/www.everwebinar.com\/main\/?utm_source=genndi&amp;utm_medium=blog&amp;utm_term=vslgenesis&amp;utm_content=pp19-20&amp;utm_campaign=ew\">EverWebinar<\/a> are both amazing forums to showcase your VSL. Once you find the conversion sweet spot and make your tweaks from a <a href=\"https:\/\/www.webinarjam.com\/?utm_source=genndi&amp;utm_medium=blog&amp;utm_term=vslgenesis&amp;utm_content=pp19-20&amp;utm_campaign=wj\">WebinarJam<\/a> recording, use that version in<a href=\"https:\/\/www.everwebinar.com\/main\/?utm_source=genndi&amp;utm_medium=blog&amp;utm_term=vslgenesis&amp;utm_content=pp19-20&amp;utm_campaign=ew\"> EverWebinar<\/a> and watch your stream of income blast off!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is an expansion of an earlier article \u2013 if you haven\u2019t already I encourage you to read the original post first. Rock Solid Scripts that Sizzle If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026 The First Five Critical Steps to Creating Sleek Video Sales Letters [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3378,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[123,14],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Prove Your Product is the Perfect Match for Your Audience\u2019s Needs &mdash; Genndi<\/title>\n<meta name=\"description\" content=\"Learn how to prove to your audience that your product is the perfect match to their needs using Plot Points 19 and 20 of your Video Sales Letter script.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/prove-product-perfect-match-audiences-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Prove Your Product is the Perfect Match for Your Audience\u2019s Needs &mdash; 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