One good test for the effectiveness of your marketing, your website, or the overall quality of your product is by trying to purchasing it yourself just as how other people could buy it. In this episode, host, Ken Courtright, discusses that often, we do not try to buy our products ourselves, and trying to get the feel of doing what our customers do can help us assess and make the product and marketing it better.
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Buy Yourself
This is episode 98. This is called Buy Your Product. I once heard somebody say from the stage, “When is the last time you bought your own product?” I remember hearing it and I said, “What does that mean?” They said, “When is the last time you went online and physically bought your own product?” At this time, we had launched a number of Amazon products. I went home from the conference and I went online and bought my thyroid supplement. I had forgotten I even bought my product. When the package came, I looked at it and I said, “What is this? Did I order a book? It can’t be a book, it is light.” I opened it and then I saw it. What was amazing is I physically held the packaging that packaged that supplement, and then I took another look at the box and I’m like, “That is boring. That is generic.” I went back to the webpage.
What’s the point? The point is until you buy from yourself, you can’t buy from yourself. What does this mean? In business, when we have employees, joint ventures, partnerships, assistance, you’re almost always trying to get buy-in. That means you’re trying to sell your idea until somebody buys into your idea. You know when you get buy-in because they’re not just nodding their head and verbally agreeing with you. They’re truly buying in and they’re pushing forth your mission. Until you buy your product, it’s difficult for you to buy into yourself. Let’s say you’re a life coach, a personal coach, a weight loss coach or you’re a consultant, something where it’s a service and you don’t have a physical product. Yes, you do. Let’s say you’re a consultant.
Until you buy your product, it's difficult for you to buy into yourself. Click To TweetI want you to Google whatever somebody would Google to find you. If you don’t know, find out and then find out what your website’s currently ranking on. Type in exactly those keywords and I want you to find your company on Google somewhere. You might be on page five. You rank for something. I want you to find your website and I want you to view it as if you’re a potential client. I want you to ask yourself, remove every bit of what you know about your company. You’re a total stranger, but you know you need the service. I want you to look at that page, what would you click first and then click it? Don’t look at the rest of the page, click it and see what comes up next. I’m going to guess that you’re going to feel exactly the way I felt about opening my product.
When you first look at your website before you buy your product, you take your idea, you call a web person and you say, “Here’s what we do. Here’s who we are. Here’s what we’re trying to sell.” You write that person a check for a couple of hundred bucks to $20,000, and they build you a website. When you look at it you go, “It’s pretty. It looks beautiful.” It’s done by a graphic designer. Few people then do a mock trial and buy something. Where this gets deep is after the purchase. Let’s say you’re a consultant. You’ve clicked into your site and somewhere in there it says, “Chat if you have questions, email if you have questions or click here to schedule an appointment.” I want you to follow through and click everything. If it says, “Enter your email to get on our newsletter.”
I want you to enter your email. I want you to actively click on everything on your website. That means you’re buying what you’re selling the world. You are being a fake client or fake customer and you’re buying from yourself. I want you to get on your email list. I want you to click into the emails when they come to you. You are going to be surprised when you view yourself from a potential client, how many things you see where you’re like, “Where’s the garbage can?” You’re about to puke. I’m going to keep this episode short. Do it. I would love some feedback if you want to email me some of the things that you found comical when you attempted to buy yourself.
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