Tuesday 14 September 2010

How to sell stuff you haven't made yet

I haven't ranted about bad marketing here for a while, partly because I've been busy learning how to do good marketing. (My definition of bad marketing: Marketing that is clueless about what the customer actually wants, mainly because it doesn't care what they want.)

I've done several different courses from several different people, but the one that has really stood out is Clay Collins' "Interactive Offer". (It's actually saved me a lot of money. When you start poking round in the marketing field, you tend to get a lot of offers from people practicing what they preach, that is, trying to sell you stuff. For several months now I've been looking at those offers and thinking, "Yeah, that would be really good. But I don't need to buy this, because Clay's course will teach me that.")

Clay's thing is very 21st-century. You build a relationship with a group of people, and ask them what their problems are and what would help them solve those problems. And then you presell them a solution. And after that, you make the thing, because at that point you know it's going to succeed.

It's basically distributed patronage. In the 18th century, you had to find one rich person to pay you to make things. In the 21st century, you can find a whole lot of people who have a relatively small amount of money each, and make them things they want.

It's also the complete opposite of the kind of advertising and marketing I hate, where someone has a product that they want to sell, and they will interrupt you and try to sell it to you regardless of whether you need it or want it.

So, it's a brilliant concept, and Clay has used it to launch his last several products and got it down to a system, which he explains really well. (He's a nice guy, as well, which helps.) I'm very happy with my purchase.

I got in on the ground floor, the very first time he offered it. He's now created a whole lot of excellent material for us (asking us what we wanted at several points in the process, of course), and he's relaunching it all under a new name: The Presell Formula. (That's an affiliate link, but I'm not just recommending it to make some money. This is genuinely good stuff.)

What really sold me on the course was that Clay's free preview material for it was about three times as useful as the average marketing guru's paid course. And for this new version of the course, he's doing the same again: great preview material that you can actually use, even if you never buy the course.

Here's the link again: The Presell Formula. Go and take a look, sign up for his videos and enjoy his enthusiasm.