Read Millionaire Fastlane
- Aug 13, 2018
That's a great question. Glad you had a breakthrough. Chris Voss is amazing.I've been on the forums a little bit, trying to ask questions on how to more deeply understand how to get what I know works in teaching lessons (I'm a voice teacher who started with no ability in singing, most teachers started with talent, so I have a huge edge on almost everyone) to a wider audience and to figure how to make it as useful for the person stumbling on my website as it is for someone taking one-on-one lessons with me.
I've done many things to try to make this work: some ebooks, courses, group lessons, etc. My last experiment was a course...no one bought it, I've got one beta tester though...ANYWAY...what I learned in that process was that I can listen deeply to someone when I'm teaching them, but it's hard to do that through a website, a survey, etc and therefore it's hard to market really, REALLY well. So even though I know what I have to teach is very valuable, I haven't figured out how to have others see it that way online.
Well finally tonight I was reading "Never Split The Difference" and he finally described why my marketing sucks compared to my teaching, and why I felt really unsatisfied with most of the info out there when it comes to marketing/product validation/proving people will buy a course before I spend so much effort making it.
from "Never Split the Difference":
"What you don't know can kill you, or your deal. But to find it out is incredibly difficult. The most basic challenge is that people don't know THE QUESTIONS TO ASK THE CUSTOMER [OMG I did survey and realized I have no idea what questions to ask, had to guess], the user...the counterpart. Unless correctly interrogated, most people aren't able to articulate the information you want. The world didn't tell Steve Jobs that it wanted an iPad: he uncovered our need, that Black Swan, without us knowing the information was there."
I feel relief now. I feel like everyone is saying how "easy" it is to ask your customer. It's not. I'm asking anyway and guessing, but it's actually really F'ing hard.
So the question I'm asking is: HOW DO I ASK THE RIGHT QUESTIONS TO GET THE MOST BENEFIT FROM THE ANSWERS I GET FROM MY AUDIENCE/CUSTOMER/ETC?
Okay...back to reading tonight, work first thing tomorrow.
In order to hopefully help you, I have some questions of my own...
- Who is the target customer? Is it someone who wants to teach voice even though they're starting with no ability in singing? or is it a voice student?
- Where are these people likely to be found?
- What problems do they typically encounter on their journey to their goal?
- What is the main outcome or transformation that your course offers or promises to deliver?
The more of these interviews you can conduct, the more you'll be able to match your product offerings to the exact needs and pains that your students KNOW and FEEL that they have.
The questions that will benefit you the most are the ones where you uncover EMOTION, especially fears and pains.