23 min
Selling The Vision, Not The Product The Marketing Secrets Show
-
- Marketing
In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product.
Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing
---Transcript---
Russell Brunson:
Welcome back to The Marketing Secrets podcast. Today we got another Q&A for you and this is one, I need to set this one up a little bit so you guys can understand it, but during the e-commerce experts' smackdown, Alison gave an amazing presentation where she showed some of the things she sells, e-commerce products, right? And one of them were wood blocks and she's like, "Who here would buy wood blocks?" And nobody...everyone's like, "They're wood blocks, why would I buy it?." And then she shows, she's like, "I didn't sell wood blocks. I sold the vision of what these wood blocks can become." And she showed pictures of the kid's faces painted, glued on these wood blocks, and put on the mantle, and what they look like, and how it works. And then she sold a bajillion dollars worth of these wood blocks, right?. And then she showed example after example, here's these french fry holders where you hold french fries in it. She's like, "That's the product. No one wants that, so I have to create the vision." So she creates a vision where here's the french fry cover and you design it, and you put your pencils in it and your notebooks, and anyway, sells the vision on it.
I think it's something that most of us, as creators, entrepreneurs, business owners do, is that we think we're in the business of selling a product and we're not. We're in the business of selling a vision behind the product. That's what gets people to buy. It's interesting because if you study copywriting and things like that, they talk about these things, but typically, most copywriters... I don't know, I think the way Alison described it and showed it was really, really powerful. And you don't think about it as copy or copywriting, but it's just they stop selling the product and start selling the vision of what the product can do, and how it serves you, and things like that. So anyway, we had talked about it and then someone came on and asked a question about their product. And their product is interesting, when they shared it, they talked about the product and the vision and it was really cool. But then you look at the marketing, and the marketing had defaulted back to the product. I think a lot of you guys do that.
And so, I wanted you guys listen to this Q&A because it's something that, my guess is for any of you guys who are struggling, like "No one's buying my stuff." You could literally plug in yourself into this conversation and then ask yourself the same questions like, "What am I doing? Is this my product? Is it the vision? What does that look like?" And so, I hope this helps because for most of you guys, if you were to have Alison consult you, I bet you 50 bucks that this is what she would do with your business. So, please take this as a private, personal consultation from her and from me about shifting you from selling your product to selling the vision of what can happen because of the product. So, with that said, we're queuing up the theme song. When we come back, you have a chance to listen in to the next question from the e-commerce experts' smackdown.
Brent Coppieters:
All right, we are back to our VIP room, and we've got Andrea Lister, there's our next question. And she says, "What is your best advice for somebody like me who is trying to teach parents the importance of cooking for our kids, and to bring back the value of cooking at home? I am selling an e-book with an order bump as my first product. Thanks."
Russell:
Very cool. So the question is, is it how to bring it back to the parents?
Brent:
Yes.
Russell:
How to get the parents excited?
Brent:
Yes. The question is, "What a
In another episode from the recent "Ecomm Vs Expert Smackdown" event, Russell and Alison discuss the importance of selling your vision and how doing that will actually sell your product.
Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing
---Transcript---
Russell Brunson:
Welcome back to The Marketing Secrets podcast. Today we got another Q&A for you and this is one, I need to set this one up a little bit so you guys can understand it, but during the e-commerce experts' smackdown, Alison gave an amazing presentation where she showed some of the things she sells, e-commerce products, right? And one of them were wood blocks and she's like, "Who here would buy wood blocks?" And nobody...everyone's like, "They're wood blocks, why would I buy it?." And then she shows, she's like, "I didn't sell wood blocks. I sold the vision of what these wood blocks can become." And she showed pictures of the kid's faces painted, glued on these wood blocks, and put on the mantle, and what they look like, and how it works. And then she sold a bajillion dollars worth of these wood blocks, right?. And then she showed example after example, here's these french fry holders where you hold french fries in it. She's like, "That's the product. No one wants that, so I have to create the vision." So she creates a vision where here's the french fry cover and you design it, and you put your pencils in it and your notebooks, and anyway, sells the vision on it.
I think it's something that most of us, as creators, entrepreneurs, business owners do, is that we think we're in the business of selling a product and we're not. We're in the business of selling a vision behind the product. That's what gets people to buy. It's interesting because if you study copywriting and things like that, they talk about these things, but typically, most copywriters... I don't know, I think the way Alison described it and showed it was really, really powerful. And you don't think about it as copy or copywriting, but it's just they stop selling the product and start selling the vision of what the product can do, and how it serves you, and things like that. So anyway, we had talked about it and then someone came on and asked a question about their product. And their product is interesting, when they shared it, they talked about the product and the vision and it was really cool. But then you look at the marketing, and the marketing had defaulted back to the product. I think a lot of you guys do that.
And so, I wanted you guys listen to this Q&A because it's something that, my guess is for any of you guys who are struggling, like "No one's buying my stuff." You could literally plug in yourself into this conversation and then ask yourself the same questions like, "What am I doing? Is this my product? Is it the vision? What does that look like?" And so, I hope this helps because for most of you guys, if you were to have Alison consult you, I bet you 50 bucks that this is what she would do with your business. So, please take this as a private, personal consultation from her and from me about shifting you from selling your product to selling the vision of what can happen because of the product. So, with that said, we're queuing up the theme song. When we come back, you have a chance to listen in to the next question from the e-commerce experts' smackdown.
Brent Coppieters:
All right, we are back to our VIP room, and we've got Andrea Lister, there's our next question. And she says, "What is your best advice for somebody like me who is trying to teach parents the importance of cooking for our kids, and to bring back the value of cooking at home? I am selling an e-book with an order bump as my first product. Thanks."
Russell:
Very cool. So the question is, is it how to bring it back to the parents?
Brent:
Yes.
Russell:
How to get the parents excited?
Brent:
Yes. The question is, "What a
23 min