Lessons & Ideas

Library of Alexandria

Your product most likely has one of these 3 problems:

1. Seems to complicated

2. Problem isn’t acute enough

3. Price seems too high

These 3 problems create the vast majority of buying objections that your prospects will have. And most products have 1 of if not all of these problems. In fact, some products have such strong resistance that it will all but stop buyers if they are not addressed head on.

How do you fix this?

Redefine the product.

Redefine by rearranging your prospects perspective of the product. When executed well the problem naturally dissolves.

Chapter 10 of Breakthrough Advertising covers this technique in depth. It outlines a custom tailored solution for each of these three problems.

Here is a brief rundown of how to handle each problem:

1. When the product seems too complicated?

Simplification: When the product seems too complicated or hard to use it needs to be redefined. Simplify the product by taking them from hard to easy with a few simple ideas strung together so that what seems complicated to them becomes brain dead simple and obvious.

2. When the problem isn’t acute for enough people?

Escalation: When the problem is not important enough or appeals to too small of a market it needs to be redefined. Escalate it’s importance with one of these 3 approaches: a) shifting to higher level area of their life b) showing how something else they want depends on it c) show how they’ll really need to use it more often than they think.

3. When the price seems too high compared to the alternatives?

Price Reduction: When the problem is that the product costs too much.compared to typical alternatives the product needs to be redefined. “Reduce” the price in your prospects eyes by one of 2 methods  a) show the cost of not fixing problem b) change the comparison to another class of product.

In this episode I’ll walk you through 3 Facebook ads that show these techniques in action: