Specificity Will Increase Sales

Online products and services come in all shapes and sizes, right? From $50/hour consulting sessions to $5K Masterclass-style courses. What I've discovered is that the most successful solopreneurs are those who position their offerings to solve a very specific problem—one they've identified through real conversations with prospects and customers.

For example: I know for a fact that online tech is an issue for those later in life Solopreneurs and that there’s a lot of confusion about which of the 1001 tools to use and then how to use it. That’s why I teach in my coaching program how to keep the online tech simple so that you can spend time doing the things you’d rather do. ?

So, once you understand what their problem is, help your customers move from point A to point B easily, quickly, and affordably. Make sure it's crystal clear to your prospective customers exactly what they'll get. Often, the best place to showcase this type of clarity is in the hero image on your product or service website, where you highlight the benefits.

Let's look at some examples:

Example: Investing

• Bad: Learn how to invest in the stock market
• Better: Learn how to make your first stock market investment in less than 3 minutes (with zero fees!)

The better example tells people:

• What they'll accomplish: Make their first stock market investment
• How long it will take them: Less than 3 minutes
• Objection handler: With zero fees!

Example: Business Coaching

• Bad: Improve your business skills
• Better: Boost your sales by 30% in 90 days with our targeted coaching program

The better example tells people:

• What they'll accomplish: Boost sales by 30%
• How long it will take them: 90 days
• Objection handler: Targeted coaching program

Example: Social Media Management

• Bad: Learn social media marketing
• Better: Grow your Instagram following by 1,000 followers in 30 days with our step-by-step guide

The better example tells people:

• What they'll accomplish: Grow Instagram following by 1,000 followers
• How long it will take them: 30 days
• Objection handler: Step-by-step guide

Example: Email Marketing

• Bad: Improve your email campaigns
• Better: Double your email open rates in 4 weeks with our proven strategies

The better example tells people:

• What they'll accomplish: Double email open rates
• How long it will take them: 4 weeks
• Objection handler: Proven strategies

?Example 1

One standout example I love is from Neil Patel’s blog, where he dissects the success of Crazy Egg. It's an insightful read and highly recommended. Check it out here: https://neilpatel.com/blog/crazy-egg/

Example 2

Another great example is from Seth Godin’s blog, where he analyzes the marketing strategy of Squidoo. It's a brilliant case study worth exploring. Read it here: https://seths.blog/2008/01/how-to-make-a-s/

So, is your online product or service clear and specific? If not, try this simple formula:

1. Explain the benefit your customers will receive.
2. Detail exactly how you create that benefit.
3. Address the most common objection in your copy.

The more specific you are with the benefits and how you’ll solve their problem, the easier it gets for them to buy your product or service.

Hope it helps,

Tom.

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If you want more information on who I am and what I do:

Website: www.tomclairmont.com

Podcast on Spotify: https://open.spotify.com/show/5SsppA4B4fxeu7Filv1ymw?si=P5x-_TLCRAyf8DajN0N9qA&nd=1

Online Course: ‘Solopreneur Success Plan’

https://tomclairmont.thinkific.com/courses/solopreneur-success-plan