2 Things You Must Do Before You Create A New Product
by Dave Brown
Many people who create their own products to sell make a
fatal mistake before they even create the product. It's
such a big mistake that they doom their product to failure
before it's even born. Make sure you don't do this.
In fact, there are actually 2 mistakes people make. And
you may be making one or even both of them yourself. It's
difficult to avoid making these mistakes because the
seemingly logical course of action when you create a new
product is actually wrong.
Here's what a lot of people do. It's the obvious thing to
do. And I've done it myself. But it's the *wrong* thing
You get a great idea for a product. You know that people
will love this product because it will be just so darn
useful. It will make so many people's lives so much
better. You're bursting with enthusiasm for your new
So you start working on the product right away. You know
it's going to sell like hotcakes, so you want to get it
out there as soon as possible. You work hard on it
everyday until it's done. Now, you're great idea is a real
Once you've got the product done, you sit down to figure
out how you're going to sell it. How are you going to tell
everyone about it? How are you going to get traffic to
your web site where people can buy it instantly?
Here's where you may hit a wall. Sometimes, you can't
figure out how to get people to your web site. You have no
idea how to tell people what a great product you've got.
You haven't got a clue where you can advertise something
like this. BAM! You just hit the wall. You've got a great
product that nobody knows about.
Or maybe you do manage to get traffic. You may try things
like FFA sites, safe lists, buying traffic from people
who offer a deal that's too good to be true. Don't bother.
It's worthless traffic. You'll be very lucky to make any
sales that way.
Instead, you could buy traffic from pay per click search
engines. Or you advertise your product in ezines. Or you
might even get some people to tell their lists about it.
But with all that traffic, you're still not making any
sales. There's that wall again. You have a great product,
and yet no one is buying it.
Could it be that no one wants your product? Was your idea
not as great as you thought?These problems can arise
because you made one of two mistakes.
Mistake #1: You didn't find out if people *want* the
product *before* you created it. Just because you think
it's a great idea doesn't mean other people will. Don't
assume something will sell unless you have evidence. There
are a few ways you can guage the demand for a product
before you create it.
You can flat out ask people if they would buy it. If you
have a list of potential buyers, then ask them if they
would buy the product. Ask them how much they would pay.
Just ask them to do a quick survey with those two
questions on it.
If you don't have a list, then you still might be able to
get potential buyers to respond to your survey. If the
product is something that people would use search engines
to find, then run an ad using Google AdWords to drive
traffic to your survey. It will only cost you a few bucks
to determine whether or not people are interested in your
If you participate in any relevant online forums, then you
might be able to ask people there to fill out your
Just be aware that people are much more responsive to
surveys if they get something in return.
Again, if your product is something people might look for
using search engines, then just find out how many
searches there are each month to see if there are enough
people searching. If only 500 people are searching in a
month, then maybe it's not a good market.
Mistake #2: You didn't figure out how to reach your market
and tell them about your product. Even if there's a
demand for your product, it won't sell unless you can tell
people about it.
After you determine that there's actually a demand, and
before you ever start working on the product, you need to
come up with at least a rough plan for how to market it.
Who's going to buy it? How can you reach them? Do you
know where to advertise where they'll see your ads? Can
you collaborate with other people who have relevant web
sites and email lists?
You have to know these things before you have the product.
It takes the same amount of time whether you do it now or
later. But if you can't answer these questions, then your
product won't sell. And it's better to know that before
you spend time, and possibly money, creating the product.
My Google AdWords Checklist explains in more detail how
you can do some of this research. If you don't already
have it, you can download it from my Marketing Toolbox at http://www.dave-brown.com/adwordschecklist
Make sure you do your product development in the proper
order. Don't get stuck with a product that won't sell.
Dave Brown is a self-taught marketer and software
developer. He also publishes the uncommon and uniquely
original newsletter on making the most of your life - A
Fresh Perspective. You can learn more at http://www.dave-brown.com
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