I want to get right to the point today.
Fact is: I have a secret to share with you that led to the massive success of my seven free reports (and led to over $20 million in sales).
It’s one of the ways I’ve been able to create customers “out of thin air.” In other words: Clients seek me out, instead of the other way around.
It’s a writing secret that you can use in your own free content from now on. You can start using it as early as this week, to write much more compelling content.
It’s called “framing the problem.”
I have used this strategy in every one of my free reports so far, to not only give my prospects value, but to create demand for my products.
Let me show you how it works…
How I Turned One Problem Into $3 Million of Sales
In my last free report, The Entrepreneurial Emergency, I was selling a course on the Theory of Constraints.
That’s a tough subject. It’s certainly not something anyone in the Internet Marketing space was thinking they needed at the time.
In fact, most people didn’t know what it was.
Now I could have done what other marketers do. I could have made the case for “Why Theory of Constraints is what you need for your business.”
But instead, I framed my prospects’ problem in a way that they had to listen.
I wrote a report about why my prospects were not tapping into their full potential. I made a case for why doing more things was simply increasing their potential, instead of reaching success.
I pointed out their real problem: To fix your business, you must figure out the obstacle holding you back – your weakest link.
If you don’t know, Theory of Constraints is a study that shows you how to find your weakest link. But if I had come right out and said that – no one would have cared. I doubt anyone would have even listened.
I had to frame my prospects’ problem in a way that it needed to be solved.
In short, it worked. This report sold over $3 million in sales for a system that no realized they wanted or needed until I started teaching it.
Reframing the Problem = Value
That’s the power of reframing a problem. It not only makes you the expert – the “hero” – who has the answer. If done correctly, it also sets up your product as the solution for that problem.
More importantly, it gives your prospects real, actionable information that they’ll thank you for.
Framing the problem in this way is one of several concepts that I use to lead to revelations in my free reports. It makes it easier to give revelations without a lot of explanation. (That’s a concept I’m going to dig into next week.)
Keep in mind: We’re only talking about framing real problems here. When I sat down to frame the problem for The Entrepreneurial Emergency… that was a real-life issue that entrepreneurs were facing (and still do face to this day).
Like a doctor giving a diagnosis, simply pointing out this problem had standalone value for my readers. That’s the kind of value that I encourage you to give to your own prospects in your free content…
How to Start Framing Your Own Clients Problems
Now personally, I use a more intense process to frame my own clients’ problems in my free reports than the simple 5-step process I’m giving you below.
Honestly, the reason I’m not giving you my exact system is it’s too in-depth to go into here. I would probably have to sit you down in a room to explain it fully.
That said, I don’t want to leave you empty-handed. I want to give you a way to at least start this process, so you can make your free content more powerful.
With that in mind, here’s how to begin framing your clients’ problems…
1. Start by looking at your product. Ask yourself: What problem or problems does it solve? Make a list of those problems.
2. Of those problems: Which one MUST be solved? Which problem keeps your ideal customers up at night? Is it the kind of problem customers would pay money to solve? If it’s not, you may have to go back to the drawing board.
3. If you have found a problem that’s worth solving: Brainstorm as many ways to present this problem as possible. Ask yourself…
- Does the problem make any particular goals unattainable? (For example: Being overweight might make it impossible to chase after your kids.)
- If so, how much effort will they waste if they do NOT solve this problem?
- What’s the history of the problem? Where did it come from and what caused it in the first place?
- What are the long-term implications of the problem if it’s not solved (not only for the client but possibly for their families etc.)?
4. Choose one way to present the problem and riff on it in a small piece of content. Ideally, it should be a place where you can get feedback (like a blog post). See what resonates with your audience.
5. Once you find the reframed problem that resonates, write a longer piece of content about it. Use this longer piece of content to start creating demand for your product.
Put yourself one step closer to the BIG marketing piece that could long-term lead customers to you… instead of the other way around.
Yes, This Process Does Exist
It might interest you to know that I have an actual process for writing free reports, including my most famous, the Internet Business Manifesto.
I developed this process over 18 months as I was writing my seven free reports. By the time I got to the seventh report, I had the process nailed.
Framing is just one part of that process.
Tomorrow, I’m going to show you another piece of this process that can make you understand your customers and their problems better than they do.
In the meantime, I’d appreciate your feedback on this. Tell me in the comments:
- What do you think of framing the problem?
- Do you think you’ll try it?
- What else do you need to know to execute this process?
Speak to you soon.