Field of dreams is bull crap. If you build it, they don’t come.
Here’s the secret in digital marketing, e-commerce, if you build it, they don’t come. So I’ve been getting a lot of questions lately, and I mean, a lot of them of like, Hey, I’m launching this product. I got this funding what do I do? What do I focus on first? I’m going to make the product. Should I launch cold traffic? Like what should I do?
The answer is always simple. You always want to build an audience while, you are planning the launch of your product. I’ve watched so many businesses, and I mean hundreds of businesses fail. Some of them not recovered because they built a product. They spent six months building a product, getting formulations, nailing it, launching it to nobody.And so the priority always has to be building an audience, adding value, creating a relationship with your customers or your future potential customers while, in the process of creating your product.
Now, there’s a couple of benefits to this. Number one is you basically get a tribe of beta testers that give you unabashed, unapologetically authentic feedback.You can reach out to them. You can give them samples, you can show them your logos. You can tell them your website. You can tell them what kind of content you want to create. Then you can get on the phone with them and ask them like, how could I support you? What are your biggest challenges?
Well, this is what we call customer telepathy. Getting on calls and connecting with your current customers or your future customers. So you can do all the psychographic and demographic and product research that you ever need to do. A byproduct is, is that when you make them a part of the process, you basically create your hundred raving true fans from the get go, which means these people, are the ones to review it, to share your content, to have a deep relationship with, and most of them will be your customers for life.
Now, here’s why this is so important. I watch companies do this all the time. They spend all this time in meetings on whiteboards, in rooms planning, like how are we going to talk about this? This is what we’re going to say in copy. This is what our headlines are going to be. This is what content we’re going to create. Well, when you do it that way, you’re basically marketing or creating for you, not marketing or creating for your ideal customer. Because the mistake we make is we assume that we know what language they’re speaking, but in actuality we tend to overcomplicate things.
And so you want to create these things with them. You want them to be a part of the process. It’ll save you time. It’ll save you money, and it will save you a whole boatload of energy. Plus it will work a lot faster because you are basically building it with them as you go.
And so I tell people this all the time. We know the destination, right? It’s a product that we want launched. We want this product into the world. We know what the finish line is. There is no paved road to get there. I watch companies, entrepreneurs pave a road, and then they get pissed that nobody drives down that road.Well, that’s not the road they wanted to drive down instead that’s the destination.
Let’s be in relationship with our potential customers or future customers, and let’s pave the road with them. And sometimes it ends up looking like this, but they all drive down it because they built it with you.
And so you want to have your Avatar, your customer is a part of everything that you do right from the start. The more transparent you are, the more authentic you are and the more connected you are to them, the more likely your chances are to succeed and your product actually working. Now, the one caveat here is if you’re launching like a faceless brand or product that’s like a on Amazon only, but even in that world, I treat it the same because I want those people to be my first reviewers and my beta testers and to tell their friends about it.
But I do get people all the time telling me, well, I’m just going on Amazon. Well, if you’re just going on Amazon, the only reason I would tell you not to do this is because you have a million dollar budget and you’re going to spend all your money on PPC ads so you can get people to find it. If not, and you want an actual chance of this working and not losing your ass. I should probably bleep that out, not losing your butt. Then you’re gonna want to make sure that you have this audience and the right people anyways. Cause these will dictate what they’re searching on amazon. What you write in your product descriptions. And so the more involved you can make your ideal customers or your future customers or your demographic, the better.
Some of you are launching products and you’re your avatar. And I understand that. But you’re also not your avatar because you had a problem and you’re creating a product to fix that problem, which means you are a higher level than your ideal customer. So you’ll probably use bigger words.
You understand it better and it will miss the mark. And so you want to make sure that you bring it to the level of where all your customers are. I’ve literally done this to myself. I’ve wordsmithed my way out of businesses. I’ve overcomplicated things. I’ve spent so much money and research and time writing the wrong headlines because I was writing them for me.
So utilize the best tool that you have, which is anybody that you can build a relationship with. And the beautiful part is if you do this right and you create content and you build a relationship with these people, if they don’t buy your product, you still win the relationship you gave them value.
You help them achieve goals in their life, and that’s where you capitalize on 86% of word of mouth marketing because they will go tell all of their friends about you anyways.
There’s thousands of other benefits that come from doing it this way. Like having yourself a chance to do it. Being able to bootstrap it, not going in the hole on hopes and dreams, not expecting an ad to convert, not relying on your business success on Facebook or Instagram or Google or Pinterest, but actually on the customers, the relationships with their customers and things that you have the ability to control. Because when you build a foundation with your customers by adding value and creating content and getting feedback, then you can stack on paid media on top of what you own. And it’s an accelerant to help scale where it wants to go.
So always remember Field of dreams was a great movie. Kevin Costner did amazing, but it’s not true in business, and it never works that way.
So take the time to do it right and to go deep with your customers from the first opportunity that you have, so you have a chance to succeed and you can build those raving fans.