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Why No One Will Promote YOUR Product
Why No One Will Promote YOUR Product
Copyright 2008 by Willie Crawford
At a recent JV Alert Live Seminar, I interacted with
dozens of people with products that they were rolling
out or looking for joint venture partners for.
Some of these products were absolutely brilliant, and
something that the market was clamoring for, so I
knew that they “could” do well.
Other discussions that I had with product creators led
to me jotting down a few important considerations that
I'd like to share with you. These are reasons why you
may be having a hard time getting joint venture partners
to promote your products or projects.
I framed this in the form of what I "may" have been
thinking as some products/projects were explained to
me.
1) "Nice Box But What Does It Do (In plain English
please)?"
If you can't explain exactly what your product does,
in terms that your potential JV partners can understand,
then how do you expect them to explain it to their potential
customers. If your explanation confuses a potential
partner then it's certainly going to confuse potential
customers who don't have the benefit of asking you 100
questions about the product.
2) Is The Market Big Enough?
Most of your potential JV partners do limit how many
products they promote and how many promotions they send
to their clients. They want something that's going to
appeal to a large enough segment of their list.
They definitely DON'T want most of their subscribers asking,
"Why did you tell ME about this product?"
Properly structuring a promotion can be hard work, so
they want something that appeals to enough prospects to
make all of that work worthwhile.
3) That's A Commodity - What's The Hidden Benefit?
If your product is just a variation of something that
fifty people have already offered to the market over the
past three years, only with slight variations, what about
your version is different?
You need to frame that difference in terms of a benefit...
ideally a benefit that most of your competitors have
overlooked. Ted Nicholas teaches marketers to find the
hidden benefit. Point out the obvious benefits, but also
point out benefits of your product that are less obvious.
The strange thing is that even if your product is nearly
identical to a dozen others, if you DO point out hidden
benefits that potential customers really care about, then
your product is "different" and "exciting" in their minds.
If many of your potential JV partners just wanted to
promote a commodity, it would often make more sense for
them to develop their own. Inexpensive ghost writers and
programmers are everywhere. You need something that's
not just a commodity.
You also need a product that not too easily duplicated since,
unfortunately, if it’s easily duplicated, it usually will be!
4) Dimes Don't Excite Me!
All things being equal, a potential JV partner is going
to get more excited about a product that pays them several
hundred dollars per sale than they are about a product
that pays them only $20. It usually takes about the same
amount of "work" to sell either product, and often your JV
partners have dozens of their own lower-end products.
When you ask someone to promote an inexpensive lead
generator, most of your savvy potential partners see that
as you just asking them to build your list. Many will
politely decline.
5) What Makes You Think That The Market Wants It?
FAR too many brilliant people have trouble acknowledging
that just because they think that something is needed by
the market doesn't mean that anyone will buy it.
People don't buy what they need. They don't generally
buy prevention! They buy things that they want. They
buy relief from pain. They buy pleasure. They buy safety
... if they feel really threatened.
If you offer the market anything other than something
they are already screaming for, and already buying from
your competitors in massive quantities, then you face
an uphill battle.
Your potential JV partners don't like selling items
that the market is not already convinced that it wants
... at least not the successful ones. Experience has
taught them that when they promote things that they
have to educate the market about, it's a losing battle.
6) Nice... But Here's What I'm Working On!
In many niches, like "Internet marketing," most of your
ideal joint venture partners have projects of their own
that they are looking for help in promoting.
When you approach a potential JV partner who has his
OWN launch in a week, they simply don't hear you when
you're talking about your “new blue widget.” If anything,
they're looking to see how the two projects might
dove-tail.
In a seminar environment, or even on a discussion
forum, it's usually better to introduce yourself, and
then ask what the other person is working on. Look for
ways to help them, and in the process invoke the law
of reciprocity.
You might also discover a more profitable project that
you should be involved in than your own. Don't get so
"married" to your project that you're unwilling to
recognize something that makes more sense for you to
invest your time and energy in.
At a minimum, be frank and suggest that you're willing
to swap promotions... provided their product is of very
high quality and a match for their market.
Pitching someone who has 100% of their attention on
their own project can best be done by talking about
their favorite topic... their project!
7) That's A Threat To My Project
Many products are direct competitor to others' products,
or counter-productive to their purpose. So, naturally
those people will NOT promote your product.
An extreme example would be asking someone who has
spent YEARS developing a list of big-ticket buyers,
who routinely buy $5000 packages, to promote your $27
ebook. That generally goes counter to the conditioning
of their list... and causes them to send out an
incongruent message.
Another example would be asking someone running a
membership site to market a product that negates the
need for their site. I have seen this happen :-)
I could list a dozen more reasons why potential joint
venture partners might decline to promote your project,
but that would make this "rant" too long.
Instead, let's end with the real message. When you
approach a potential joint venture partner, ask yourself
what's in it for them, and why they would want to
promote your product.
How will promoting your product help them, their customers,
and things that THEY care about. Be realistic enough to
realize that they don't generally lose sleep at night
over your project. Only you do, which makes getting the
message out about your product... your problem.
That problem goes away if you address the seven issues
listed above. Simple approach the whole topic from the
other person's perspective ;-)
-------------------
Willie Crawford is an internationally-acclaimed speaker,
author, seminar and radio show host, and leading Internet
marketing expert. When not out fishing in the Gulf of Mexico,
Willie can be found sharing his 11 1/2 years of online marketing
experience with members of The Internet Marketing Inner Circle.
Join them at: http://TheInternetMarketingInnerCircle.com
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Re: Why No One Will Promote YOUR Product
These are great. I am launching a product early in August, so these tips will prove quite beneficial to me. Thanks Willie.
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Re: Why No One Will Promote YOUR Product
Willie
Is a legend in the IM field and this just goes to show why. Plus the fact that he can fly aircraft is cool also.
Charles
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Re: Why No One Will Promote YOUR Product
Another bullseye, Willie!
What you're saying is so true. It's the essence of marketing when you're trying to "sell" a potential JV on the benefits of your shiny new product: it's not about the product, IT'S ABOUT THEM!
Tuning into WII-FM is the only way to generate sales! (WII-FM = What's In It For Me?) Just remember that the "Me" is always "Them" and not "You"! (Hard to do when you've been living, working, breathing, and believing whatever it is you've created and are now trying to pitch.)
I used to tell my students that the best sounding board they can ever have is someone who will tell them that their "baby" is ugly. (In this case, the "baby" is a product or project, but the analogy still holds.) In general, all babies look pretty much the same, but all parents believe that THEIR baby is the most wonderful, beautiful, fascinating, and entertaining baby, EVER. They believe this, even if their baby isn't really all that amazing from an objective point of view.
But most people, being polite, usually won't tell someone that their baby is ugly. And most parents really wouldn't believe it, even if they were told.
Your article, Willie, tells the plain truth. Hopefully all the newbies trotting their first "babies" out to market will take your words to heart and consider all the right ways to "pretty up" their darlings before introducing them to the world!
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Re: Why No One Will Promote YOUR Product
Thanks Willie. That's really a informative article especially for a newbie like me.
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Re: Why No One Will Promote YOUR Product
Hi Willie!
I have never really introduced myself to you, but I am a "huge" follower of you right from WF to many social networking sites. I have seen your marketing and after going through any of the content that you post, I usually have just one word to say- "Marvellous"....
Thanks for this insightful article. I am sure we are all ready to learn from you!
-Lakshay
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Re: Why No One Will Promote YOUR Product
Thanks for the informative article, Willie. It's definitely helpful. I appreciate it a lot!
Romell
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Re: Why No One Will Promote YOUR Product
Hi Willie
Thanks for the post, informative. ive not been to any live seminars yet, but i am hoping to in the future, i have websites but i dont really have a product as of yet, im trying NOW to change what im reading to what im doing.
Again EXCELLENT information
James
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Re: Why No One Will Promote YOUR Product
This is certainly going to help me,
I always fumble up when trying to explain things.
I always feel I gave all the information there was
to give and still get questions.
Great post!
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Re: Why No One Will Promote YOUR Product
I will print out this article and use the advice before my own launch. Really informative!
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Re: Why No One Will Promote YOUR Product
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Re: Why No One Will Promote YOUR Product
Such an informative post. Very handy to a newbie like me.
Thanks for that willie
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Re: Why No One Will Promote YOUR Product
Although I've been trying to work on the internet for some time, I am just now learning about JV's and working together with others to do online promotions.
I wish I had read this article when it was first released. Very informative and very helpful.
This kind of advice is invaluable for the long haul.
Thanks!
Tim Wright
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Re: Why No One Will Promote YOUR Product
Willie,
Fantastically informative article! I've been a successful marketer in the "bricks and mortar" world for years and I'm transitioning more and more to IM. It's great to get these nuggets from an established legend like you.
Enjoy that Gulf fishin'.
All the best,
Bill :)
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Re: Why No One Will Promote YOUR Product
Excellent information Willie. I will save this article and it will motivate me to think WAY ahead about answering some of these questions before I build the shiny new toy.
Tony
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Re: Why No One Will Promote YOUR Product
Thanks Mr. Crawford,
I have just saved your valuable information.
Thank you for sharing it.
Scott
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Re: Why No One Will Promote YOUR Product
Excellent post,
I printed this out and tacked it the bulletin board next to my desk. I'll make sure to read it before I approach an potential JV's in the future.
It's great insight to get the mindset right
Thanks,
Andy
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Re: Why No One Will Promote YOUR Product
Hi Willie...
I'm pretty brand new on this forum and your article will certainly help when I need to introduce my product to potential JV partners. It all really boils down to what can I can in order to receive...Thanks so much.
Ephron
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Re: Why No One Will Promote YOUR Product
yeah that is right - sometimes you get to a product that you don't really understand what it does or what benefits you have from - no wonder that the conversion of such products suck. - PS Some products are in a niche that you do not know - in this case is it difficult too, to promote the products
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Re: Why No One Will Promote YOUR Product
Hey there Willie
Nice spending time with you at the private party during JV Alert Orlando.
You hit the nail on the head my friend. Funny, while I was speaking with you
and listening to your conversations with others I had noticed that you spent 80%
of your time listening to potential JVs answers, to your questions.
Smart tactic and it goes to show, as I had started learning from you years ago,
you still have much to teach those who even consider themselves experts :)
Ciao
Bob
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Re: Why No One Will Promote YOUR Product
Love the article, I'm preparing some launches in a few months so this is a god send, thanks to the forum cuz this post was from last year but it's still here for us to use.
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Re: Why No One Will Promote YOUR Product
WOW! Great article. and definitely right there with the DUH! Why didn't I thank of that! concept. Putting yourself in the customer's/JV partner's shoes is a very overlooked concept. Great job.
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Re: Why No One Will Promote YOUR Product
Although articles date is one year ago, but it is very informative and applies to todays market.
Thanks for your time for writing it Willie.
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Re: Why No One Will Promote YOUR Product
Hi Willie,
Great informative article...
I like particularly the case of the $5,000 big ticket buyers being sold a $27 ebook!
Adrian
P.S. By the way is there any JV forum that focuses on big ticket buyers? I have a program that sells around $4,000 to $5,000 per unit.
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Re: Why No One Will Promote YOUR Product
Hey Willi,
this are great informations... i´ll think about it before i launch my product on Aug-11th
thanks.
have a nice weekend
patrick
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Re: Why No One Will Promote YOUR Product
Hi Willie,
I've been to several seminars but none have given as much content as I've had through this forum!
Thanks for the great tips which i'll be sure to apply in my next launch.
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Re: Why No One Will Promote YOUR Product
Willie,
Excellent post. I especially enjoyed the part about discovering the secret/hidden
benefits that distinguish my product from every thing else that is out there.
I do have one question for you to answer, if you could. Have you noticed any
tips, hints, suggestions, about discovering these hidden benefits and making
them come to the forefront of what you are selling?
If so, or if anyone else on the forum has some ideas, I would love to get some
feedback.
Thanks,
George
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Re: Why No One Will Promote YOUR Product
Guru Willie,
You really walk the talk. I am pleased to be in this forum. Your knowledge and experience are highly appreciated! Even though i never been to your seminar your information really show the true about
your dedication to help others.
Thank you!
Nizam Shapie
P.S. Your product is AWESOME!
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Re: Why No One Will Promote YOUR Product
Quote:
Originally Posted by Willie Crawford
5) What Makes You Think That The Market Wants It?
FAR too many brilliant people have trouble acknowledging
that just because they think that something is needed by
the market doesn't mean that anyone will buy it.
People don't buy what they need. They don't generally
buy prevention! They buy things that they want. They
buy relief from pain. They buy pleasure. They buy safety
... if they feel really threatened.
If you offer the market anything other than something
they are already screaming for, and already buying from
your competitors in massive quantities, then you face
an uphill battle.
Your potential JV partners don't like selling items
that the market is not already convinced that it wants
... at least not the successful ones. Experience has
taught them that when they promote things that they
have to educate the market about, it's a losing battle.
Willie, this one hits me right between the eyes. How can I go about "educating" the market successfully?
Thanks for your great insight!
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Re: Why No One Will Promote YOUR Product
Great post man. It is true, all the points that you have described here determine a JV's sucess
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Re: Why No One Will Promote YOUR Product
You know what...all that is true indeed. What get's me the most is the point about them not doing it because a high end paying one compared to a low one paying out about $20 or so uses the same amount of work... so they wont do it.
Well, they seem to have forgotten that they too were one time a newbie and needed all the help they could get. There are some gurus out there that genuinely do help others so I hope they continue to do so for the "small guy" who just wants to make some money to help himself and family too.
I got 2 sites just finished and not a single affilate yet BUT I'll keep at it.
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Re: Why No One Will Promote YOUR Product
For those newbies here is a recent post on Fran Kerns Blog that really ads some wisdom to this thread. Here is the link
http://masscontrolsite.com/blog/
Great words to live by as well as how to be successful in Internet Marketing
Thanks Frank and Willie ( two great Guru's)
Bob Kimsey
The Vhiper Network
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Re: Why No One Will Promote YOUR Product
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Re: Why No One Will Promote YOUR Product
Great Article.
Giving Full Details of your Product is Extremely Important- don't just assume that They'll Understand.
A Few Tips I might Add:
-Offer Many Ways for Your Potential JV Partners to Contact you. If possible, add a phone number. This helps add trust.
-Add a Pic to your profile, asap (that is if you haven't already done this). Helps a lot!
@Robert Kimsey, You're Right, Frank Kern's Post is a must read.
-Emmanuel.
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Re: Why No One Will Promote YOUR Product
Great post Willie,
I think another one of the major problems is that people aren't focusing on the relationship.
I have contacted and talked to many big name marketers, and some of them I talk to often. I never asked them for anything.
I think the relationship must be established first before people just start barking requests down each others throat.
You have to think, some of the most well known marketers are probably getting 100 jv requests or more a day.
You would think they become numb to the fact that all people want is something from them.
They provide us with insane amounts of value for fractions of our income, in exchange we make more money. and all people want is more in return.
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Re: Why No One Will Promote YOUR Product
Ok, so there are lots of stumbling blocks and hurdles to get over to get people to help you with your launch. Yes without the guys n girls with big lists launches would be very much less successful. Remember though that although you should always be thinking 'what's in it for them', the whole IM 'system' revolves around helping each other. It's almost a certainty that 99% of all currently successful marketers got there with the help of other and in turn they need to help the next generation. Truth is that if the top marketers simply helped themselves they would become a dying breed. They need the smaller people creating hundreds/thousands of make money products to show that the market really can make money for lots of people. This is the dream that keeps this market alive. This is what pulls in more new people (their customers) that make them rich.
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Re: Why No One Will Promote YOUR Product
Tony, I've posted a few offers for my teleseminar here and on the Warrior Forum. No responses. Would you take a look if I send you a few postings and let me know what you think the problem is?
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Re: Why No One Will Promote YOUR Product
Spoken like a true veteran and captain of the IM industry. Willie has always been a giver and the nuggets in this post are a prime example of that attitude.
But one other important source of promoters of your product is the customers of the product themselves, especially for a continuity program where members use the program and introduce other new members. This way, you don't have to rely heavily on IM'ers with huge lists.
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Re: Why No One Will Promote YOUR Product
thank you for this one, me too i'm going to launch my product as soon possible, i need just find JV partener, all materials and page are ready to launch, but i'm thinking to do pre-launch before launch!!
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Re: Why No One Will Promote YOUR Product
You have some very important points here...
Im about to look for JV's and your post made me think about my offer... is it worth promoting for the JV's?
I might just have to think of a new way to present my product!
Thank you, for making me think :)