Your Move: The Underdog’s Guide to Building Your Business

by Ramit Sethi

Next, you need a product. And it has to be good! The world’s best marketing and a never-ending flood of traffic can’t save a shoddy product. That’s why in the information products space, there are so many fly-by businesses that make A LOT of noise for a few months… then quietly disappear. Building a great product takes work. A great product is based on what people actually want, not what some “expert” sitting up in his ivory tower thinks they need. We spend months, even years doing our research and developing our programs. While you don’t have to spend that much time, you do have to listen to your customer. Remember: great products don’t rely on discounted prices. If you sold the world’s greatest product at preventing hair loss or stopping acne, why would you discount? People would be happy to pay full price if it solved their problem once and for all. Finally, you need a sales page. This is where you ask for the sale. In our business, we use sales pages. If you’re a garage owner selling car services, this is your list of services, like tune-ups, tire rotations, and oil changes. Some of our sales pages are over 70 pages long. A sales page doesn’t need to be short! We spend 50-70% of the time really talking about the problem. We reveal their secret dreams and biggest pains, we talk about the other solutions available to them… and only then do we talk about our solution. And when it’s time to ask for the sale, we ask unapologetically.