In this 34th episode of Author Platform Rocket, host Jonny Andrews gives an informative talk about product positioning—also referred to as “the frame,” which is the context in which you present something to be properly understood by its intended audience. Learn some techniques that will enable you to dispel negative assumptions about topics that your books and online classes may be confronted by—and get your prospective buyers on the same page as you. Download PDF Podcast Transcription
How do you position a teaching product that is useful, but the topic is not sexy?
The worst selling offer Jonny made was last year turned into one of the best this year because he used the correct frame.
There is a ton of negative false beliefs about authors selling their books on their own website.
One of the biggest negative myths about selling books on your website is that “people will only buy from Amazon.com.
Take a step back from your concept and ask: what is it that this thing can do for people? Is there another direction I can go with this that is true and better?
What are the false beliefs in the market you have to shatter and be able to engage an audience and quell their fears?
Educate consumers, destroy the false assumptions, and rebuild them with the informed reality.
Test the conversation that your marketing is having with your prospects.