3 Mistakes That Kill Product Sales (Even Before You Start Selling!)

By Leevi Romanik
28 Comments

How To Create A Product That Sells Part Three

This is the third part in the series on product creation. You can read the previous parts here:

This article will discuss the common mistakes that are made with product creation.

If you have been following along, you would have been able to realize the best way to look at your product is not as a product but as a solution. You also would not be “product focused” but instead focused on “who” you are providing a solution for.

You could also be rest assured that your product will have a hungry audience because you have chosen a niche from the big three and drilled down deeper into a smaller and tighter focused niche.

Despite all that groundwork, I will recap the most common mistakes that product creators make:

Now I use the term “product” and that can mean ebook, video course, audio course, etc. As you will notice from 3 Ways To Make $100,000 Online Selling Your Own Product, it can really be anything. For simplicity, I think most people’s first product will be an ebook, so let’s talk in the context of ebooks.

Mistake #1: Create First And Sell Later

If you have done your market research and niche identification you should know your market. You should know the places on the internet where they hang out. You should have an idea of how to reach them.

Also, as you are writing or before you start writing, you should be brainstorming ideas about how you are going to get your book in front of people.

If you have the money you could do PPC, banner ads or media buys. If you have the time you could do SEO, blog commenting, forum participation, article directory submissions and yahoo answers. There are endless possibilities.

Just be aware of them and have your battleplan ready to go, so there is no lag time between finishing the product and waiting for the cash register to start ringing.

Mistake #2: Creating A Title For Your Ebook That Is Too Cute Or Clever

Remember from the copywriting series that curiosity is the lowest form of headline. The same applies to naming your book.

What’s In A Name?

Did you know the wildly famous Men are from Mars and Women are from Venus book that is basically a household name now was originally released under a different name? Under the original name it totally bombed! Same book, same content, new name and suddenly it exploded.

What about this title by Internet marketer Marie Forleo -

Make Every Man Want You (Or Make Yours Want You More): How To Be So Damn Irresistible You’ll Barely Keep From Dating Yourself!

Descriptive and catchy. What women wouldn’t want to buy this book?

Once again we go to the faithful Clickbank marketplace. Clickbank is great for market research. Don’t try and reinvent the wheel, just learn from those that are successful. Let’s look at the best selling titles of books in heath and fitness:

You don’t need to be a rocket scientist to figure out what the book is about and that’s a good thing. You want to grab your reader’s attention and make sure they know this is the solution they have been looking for.

Mistake #3: You Think The Most Important Part Of Your Product Is The Product.

Now please remember I never recommend making bad or poor products. There is no excuse to ever make a bad product. But once your product is good enough, if you have the decision between spending more time on your product and more time on your marketing, it should be a no-brainer on what is more important.

If you have no marketing, then you have no sales.

Even the best product in the world can’t sell itself.

Did you know that pharmaceutical companies regularly spend more money on marketing than they do on research and product development?

That’s because they know that if they can’t get their product into the hands of their customers with their marketing, their business is dead.

Remember what famous marketer (and very rich businessman) Dan Kennedy said:

Spend 10% of your time on product creation and 90% on marketing

And it’s the same for you and your ebook business.

The 2 Most Important Skills You Need Online To Make Money

It has been said that the two most important skills an online entrepreneur can learn are copywriting and how to test properly. These two skills will carry you a long way to reaching more people, helping more people, selling more stuff and making you more money.

You don’t need to become a world class copywriter. Just look at copywriting as learning how to communicate more effectively. A better way to get your message across to your prospect. The better you can communicate what you have and how it can change their lives, the more likely they are to pay attention to what you have to say and buy your products.

You can apply your copywriting skills to all facets of your business. One massively underutilized aspect of copywriting is email copywriting (here is an example of How To Do Email Marketing).

This is one of my favorite ways to build a relationship with prospects, deliver them awesome value and turn visitors into friends and then into customers.

And don’t forget to test, test and test. Never assume you know what works. For a recap on testing click here.

To wrap up the series on creating and selling your own product online we will talk briefly about web design (including the best WordPress theme for making money) and the seven money making pages you need to have on your website to sell products.

Leevi Romanik

About Leevi Romanik

Get The Secrets of Creating and Successfully Selling Your Own Product - Leevi reveals product creation shortcuts and marketing that works to generate passive income from your own info-product in the Triple Threat Info-Product System. Grab the FREE video "How To Guarantee Your Niche is a WINNER" Click Link For Instant Access.

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28 Comments

  • Once again, EJ delivers.. thanks Leevi. I’m actually working on my first product right now. Its going to be directed at future bloggers trying to get started but dont have a clue where to begin. The internet can be a bit overwhelming because there’s so much. its going to be a Video course for now but will be a membership site soon.

    One thing I’ve learned is its so easy to lose focus on content and focus on making it “shiny”. Thanks for that great post. I’m going to tighten up on my copyrighting next.

  • 100% agree copywriting is king for any product and as internet entrepreneurs it’s something we need to really try and master.

    For me personally, the biggest issue I have with creating products is trying to do too much. Trying to make it “Perfect”. Overthinking it…

    As Dan Kennedy once said, “Good is good enough”. In other words, just get it out there.

  • Leevi
    Everything you say makes so much sense but there is one problem that I, and probably most other people new to internet marketing, fall over from and that is the shiny object syndrome outside of your own little world and trying to somehow integrate these shiny objects to create an income.
    This is fundamentally poles away from where you should be and believe most important skill number three should be focus on the basics and the rest will follow.
    It’s taken me about 5 months to figure this one out.
    Anyway, great read.

  • Interesting thoughts Levi, but one thing has me a baffled. What if you come up with something that hasn’t been developed. How can you know exactly who to market to if your product can be used in different ways and apply to many different things.

  • Very important points you mentioned, and are applicable in any kind of product, it must look even to the name, very very interesting points.

  • This is great stuff because I am in the process of creating a product that I will sell on my site hopefully by November. I haven’t settled on a Title yet but I will take some time to seriously consider one that will sell itself.

  • I agree our products need to solve a problem to be successful

  • mistake no. 4. Sale product to earn money. That is the fact, but the best of it is be your profession as your passion.

  • Clickbank is definitely one of the best channels to undergo a market research, I’ve done this a few times ago when I’m looking for the best e-book theme to market. It’s a basic thing to know, what is really in demand in the marketplace and for you to supply it.

  • Hi Leevi thank for your info, you explain it very well! I always do the same mistake, Create product first never doing a survey or any research. LOL.. I’ll remember your post. Thanks Leevi. Looking forward another article.

  • A great post once again, I have read all your previous posts and the only thing I could say is that someone could spend hundreds of dollars to get all these valuable information about how to create and sell a product, you are really a gifted man…

    Kostas | Opportunities Planet

    • Hi Kostas

      I appreciate your kind words.

      Really that means a lot.

      Thanks for taking the time to read my work and write your message, I really appreciate it.

      Leevi

  • great article leevi:) I’m so glad you write for E-J, a lot of my own research for understanding and testing online business strategies can be done just from reading your entries :) Cheers, neroli

    • Thanks a lot Neroli. That is very kind of you and means a lot coming from a fellow E-J contributor. I am so happy you have gotten some value from my articles.
      Cheers
      Leevi

  • Sam

    Levi, this is one of the best post you have written on product sales. The fact that people try to do too much of selling before even they create a value for their product is so apparent these days. With the number of products that are failing in today’s world your thoughts are very relevant. Folks must try to create some USP and then try to sell the product, which we hardly see today.

  • Hi Leevi,
    Marketing is the most important in all sales, before we put an ad in the newspapers we usually check what titles are the best and we use PPC with 8-10 different titles and messages to see it. We have been so surprised sometimes which title was the best.

  • Hi Levi, it is definitely quite true that a lot of people get carried away in trying to sell their product before it is even created, sort of like the old saying about counting your chickens before they are hatched. I really agree with Dan Kennedy’s quote. With good marketing, one can sell ice to eskimos if needed. It holds the key to your product even getting off the ground, no matter how great it is.

    -Jean

  • Hey Leevi
    Well put. It is somewhat counter intuitive to most people, but it’s true. You have to develop your marketing first. If you build it, they they won’t just come…
    Mark

  • Hi Leevi, I think the most common one is this one here: “Mistake #2: Creating A Title For Your Ebook That Is Too Cute Or Clever”

    I think people do this because they are desperate at trying to sell their stuff. In the mean time they are so doomed!
    Luckily I have mastered this unrealistic approach. Because it’s so obvious: What too good to be true, is always TOO GOOD to be true – and what never makes logical sense probably ISN’T LOGIC.

    Thanks for your 3 reminders on how to go the right approach creating wealth NOT the dumb way.

  • Hi Leevi,

    As a follow up to my previous comment – I like what you said on your #3 mistake. Every good product needs marketing, and it’s the main tool that makes the difference. That’s why It’s always best to give value to marketing and advertising campaigns.

  • Thanks!

  • The old adage ‘Build a better mousetrap and people will beat a path to your door’ always comes to mind in product vs marketing discussions however I agree wholeheartedly that marketing is more important than the product especially in the internet generation.

    Without the right marketing no one will ever find our about your product, however marketing an extremely bad product is business suicide. Entrepreneurs should focus on marketing but we should take our eye of the product.

  • Without the right marketing no one will ever find our about your product, however marketing an extremely bad product is business suicide. Entrepreneurs should focus on marketing but we should take our eye of the product.

  • I think good marketing strategy include :
    Who is your customer?
    What is he or she specifically looking for? You must know their problems or desires. You must be in their shoes and find out what is that would make them feel better .

    What is your offer?
    Why should they buy from you? How come you’re better than the rest? Why should they trust you? Are you offering your own or someone else’s product? How will you create an irresistible offer so they beg you to sell it to them?

  • Sam

    That’s right. Click bank is a good resource to analyse our market. But I think we need to spend time on investing to creating something different. I see people following the same old marketing tactics to earn few bucks here and there.

  • Hi Dennis,

    Your product idea sounds promising.

    Shameless plug coming…
    And to sharpen up on your copywriting you can check out my 5 part series here on E-J:
    http://www.entrepreneurs-journey.com/7966/how-to-increase-conversion/

    Cheers
    Leevi

  • Hi Neil,

    Yes I totally agree.

    The most productive time new online entrepreneurs will have is when they stop “shiny object syndrome” and start doing.

    It’s not sexy… but it’s what is needed.

    I have covered a sensible approach to online business here:
    http://www.entrepreneurs-journey.com/7126/what-successful-internet-marketers-know-but-you-dont/

    Leevi

  • Hi

    I would be really careful.

    Have you really come up with something new or did you just invent “running shoes for pigs (or insert any other strange invention that may not be needed)”.

    Remember competition validates a market.
    http://sethgodin.typepad.com/seths_blog/2010/08/competition.html

    “if your product can be used in different ways and apply to many different things.” = this is also dangerous thinking. Define your product and what it does. Don’t try to please everyone or do everything b/c you will end up “speaking” to no one and people will be confused about what your product does.

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