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Why No One Will Promote YOUR Product
Copyright (c) 2008-2012 Willie Crawford
At a recent JV Alert Live Seminar, I interacted with dozens of people with products that they were rolling out or looking for joint venture partners for.
Some of these products were absolutely brilliant, and something that the market was clamoring for, so I knew that they "could" do well.
Other discussions that I had with product creators led to me jotting down a few important considerations that I'd like to share with you. These are reasons why you may be having a hard time getting joint venture partners to promote your products or projects.
I framed this in the form of what I "may" have been thinking as some products/projects were explained to me.
1) "Nice Box But What Does It Do (In plain English please)?"
If you can't explain exactly what your product does, in terms that your potential JV partners can understand, then how do you expect them to explain it to their potential customers. If your explanation confuses a potential partner then it's certainly going to confuse potential customers who don't have the benefit of asking you 100 questions about the product.
2) Is The Market Big Enough?
Most of your potential JV partners do limit how many products they promote and how many promotions they send to their clients. They want something that's going to appeal to a large enough segment of their list.
They definitely DON'T want most of their subscribers asking, "Why did you tell ME about this product?"
Properly structuring a promotion can be hard work, so they want something that appeals to enough prospects to make all of that work worthwhile.
3) That's A Commodity - What's The Hidden Benefit?
If your product is just a variation of something that fifty people have already offered to the market over the past three years, only with slight variations, what about your version is different?
You need to frame that difference in terms of a benefit... ideally a benefit that most of your competitors have overlooked. Ted Nicholas teaches marketers to find the hidden benefit. Point out the obvious benefits, but also point out benefits of your product that are less obvious.
The strange thing is that even if your product is nearly identical to a dozen others, if you DO point out hidden benefits that potential customers really care about, then your product is "different" and "exciting" in their minds.
If many of your potential JV partners just wanted to promote a commodity, it would often make more sense for them to develop their own. Inexpensive ghost writers and programmers are everywhere. You need something that's not just a commodity. You also need a product that not too easily duplicated since, unfortunately, if it's easily duplicated, it usually will be!
4) Dimes Don't Excite Me!
All things being equal, a potential JV partner is going to get more excited about a product that pays them several hundred dollars per sale than they are about a product that pays them only $20. It usually takes about the same amount of "work" to sell either product, and often your JV partners have dozens of their own lower-end products.
When you ask someone to promote an inexpensive lead generator, most of your savvy potential partners see that as you just asking them to build your list. Many will politely decline.
5) What Makes You Think That The Market Wants It?
FAR too many brilliant people have trouble acknowledging that just because they think that something is needed by the market doesn't mean that anyone will buy it.
People don't buy what they need. They don't generally buy prevention! They buy things that they want. They buy relief from pain. They buy pleasure. They buy safety ... if they feel really threatened.
If you offer the market anything other than something they are already screaming for, and already buying from your competitors in massive quantities, then you face an uphill battle.
Your potential JV partners don't like selling items that the market is not already convinced that it wants ... at least not the successful ones. Experience has taught them that when they promote things that they have to educate the market about, it's a losing battle.
6) Nice... But Here's What I'm Working On!
In many niches, like "Internet marketing," most of your ideal joint venture partners have projects of their own that they are looking for help in promoting.
When you approach a potential JV partner who has his OWN launch in a week, they simply don't hear you when you're talking about your "new blue widget." If anything, they're looking to see how the two projects might dove-tail.
In a seminar environment, or even on a discussion forum, it's usually better to introduce yourself, and then ask what the other person is working on. Look for ways to help them, and in the process invoke the law of reciprocity.
You might also discover a more profitable project that you should be involved in than your own. Don't get so "married" to your project that you're unwilling to recognize something that makes more sense for you to invest your time and energy in.
At a minimum, be frank and suggest that you're willing to swap promotions... provided their product is of very high quality and a match for their market.
Pitching someone who has 100% of their attention on their own project can best be done by talking about their favorite topic... their project!
7) That's A Threat To My Project
Many products are direct competitor to others' products, or counter-productive to their purpose. So, naturally those people will NOT promote your product.
An extreme example would be asking someone who has spent YEARS developing a list of big-ticket buyers, who routinely buy $5000 packages, to promote your $27 ebook. That generally goes counter to the conditioning of their list... and causes them to send out an incongruent message. Another example would be asking someone running a membership site to market a product that negates the need for their site. I have seen this happen :-)
I could list a dozen more reasons why potential joint venture partners might decline to promote your project, but that would make this "rant" too long.
Instead, let's end with the real message. When you approach a potential joint venture partner, ask yourself what's in it for them, and why they would want to promote your product.
How will promoting your product help them, their customers, and things that THEY care about. Be realistic enough to realize that they don't generally lose sleep at night over your project. Only you do, which makes getting the message out about your product... your problem.
That problem goes away if you address the seven issues listed above. Simple approach the whole topic from the other person's perspective ;-)
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Willie Crawford is an internationally-acclaimed speaker, author, seminar and radio show host, and leading Internet marketing expert. When not out fishing in the Gulf of Mexico, Willie can be found sharing his 11 1/2 years of online marketing experience with members of The Internet Marketing Inner Circle. Join them at: http://TheInternetMarketingInnerCircle.com
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