You drive by a restaurant and it doesn’t look like it’s been painted in a decade. The flowerbeds are full of weeds, the sign is dirty, the parking lot is full of trash… do you stop in and have lunch? Probably not, but why not?
What does outside paint, weeds and trash in the parking lot have to do with what kind of meal you’re going to be served? Frankly, none. It could be that the world’s greatest cook is inside, waiting to make you the meal of a lifetime.
But you’ll never know because you didn’t patronize the place.
What’s this got to do with your business?
Everything.
I see folks working for months to get their products just right. And then they only spend one afternoon writing the sales letter or making the sales video.
They think if they get the product perfect, it won’t matter if their sales letter looks like it was written by a third grader. But it does matter, because if no one buys, no one will ever know what a great product you have.
This might blow a few minds and cause some controversy, but… when it comes to online sales, your sales copy, graphics and sales funnel are all more important than your product.
No, I’m not saying it isn’t important to have a great product that delivers tremendous value.
But I am saying if you don’t spend just as much time on the funnel that takes people from strangers to buyers, you won’t succeed, no matter how terrific your product might be.
You get the point.
Now to suggest something even more radical – write your sales copy first.
Then create the product.
This isn’t a new idea, yet to this day it’s seldom used.
Look, it’s a lot easier to write great copy when there are no limitations to what can be in the product, and then fit the product to the sales copy.
If it turns out any of the claims in the sales letter went too far, you can always pull them out. But you will still increase your odds of creating a hot selling product when you use this method.
Remember – spend as much time building your sales funnel as you do creating your product. This will get the people in the parking lot, through the door and sitting at your table, ready to enjoy the fantastic product you’re about to serve them.
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