Step #1: Create a product your readers are desperate to buy
My mother-in-law swears that she invented the slogan “Just Do It” before Nike did. It was HER idea, not Nike’s. So, when Nike made it the centerpiece of an entire global marketing campaign, she immediately said, “They STOLE MY IDEA!”
But the truth was she wasn’t the head of an ad agency, she didn’t run a business and she had no way to actually use a slogan. It was just a random idea.
Random ideas are worthless.
What you need in order to turn your blog into a sustainable business is the Perfect Product Idea.
The Perfect Idea is extremely focused.
The Perfect idea is something only you can make.
The Perfect Idea is something that your audience will beat down your doors to buy.
How do you find the perfect product idea?
For most businesses it’s a guessing game.
For a blogger it’s not. For a blogger it’s a process of analysis and testing.
The Sidestep Formula allows you to sidestep (see what I did there?) all of the B.S. that traditional businesses go through to figure out what to create in order to get customers.
Let me show you exactly how to come up with your perfect product idea.
Step 1: Make a list of your most popular blog posts
To do this, log into your Google Analytics account.
Then navigate to Behavior > Site Content > All Pages
Once you click on All Pages you will see a list of the most popular pages on your site.
Next, create a Google spreadsheet.
Label the first 5 columns: Category, URL, Traffic, Opt-ins and Notes.
We’ll call this our Perfect Product Idea spreadsheet.
You’ll probably discover that your most popular content upgrades are also your most visited posts. However, that isn’t always the case. If you come across one that isn’t already listed in your spreadsheet, add it to the list.
Then, beside each entry, record the number of people who have opted into each content upgrade.
The easiest way to get your content upgrade opt-in numbers is to log in to your LeadPages account and record the data from the dashboard.
Note: If you are not using content upgrades currently, go back through your top 10 most popular posts and install them into each one. Wait 30-60 days to allow time to collect data, then come back to this step.
Step 3: Analyze the common elements of each post to find topical overlap
Now that you have a grasp on what your audience likes, it’s time to find the common elements.
Next to each entry in your spreadsheet, fill in the category that the article covers.
When finished it should look like this:
Now, create a new tab inside of your spreadsheet and name it “Data Overlap.”
Inside of this tab, list each of your categories in a separate column header.
Then, enter the totals from the “Traffic” and “Content Upgrade” fields for each article
Lastly, at the bottom of each column, calculate the total of all of the articles in that category.
When finished it should look like this:
What these numbers show you are the topics that your audience has read and opted in to the most.
Think of each of these posts as being micro product tests. This is incredibly valuable information and the basis for finding your Perfect Product Idea.
Now, it’s time to pick two of the categories in this spreadsheet to focus on.
A few questions you can ask yourself to help make your decision easier are:
Which category received the most traffic and opt-ins?
Which category had the most entries in the top 10?
Which category was most consistent in getting the audience’s attention?
Which category does your gut tell you would be the most successful?
From the spreadsheet example above I chose List Building and Sales.
Step 4: Turn both categories into a product hypothesis
Now you need to turn both categories into a list of ideas for a product. Let’s take the List Building category from the above example.
Create a course on list building
Create a mastermind about list building
Offer list-building services to my blog readers
Create a dedicated coaching track all about list building
Program an app to help my readers build their lists
The question you need to ask is:
How can you turn your most popular category into a product?
Create a new tab in your Perfect Product Idea spreadsheet and name it “Product Hypothesis.”
Label the column headers after the two product categories you identified in Step 3.
Now, under each column header, list out every product idea that you can think of for each category.
Make sure your ideas are a mixture of both products and services.
Tip: It’s also good to go to the blog posts written in each category and read through the comments to see what your readers are asking for clarification on and are having trouble with.
If you don’t have many comments on your blog, go to your contemporaries’ blog posts on similar subjects and look at their comment sections.
Once you have brainstormed ideas for each category, it should look like this:
Step 5: Pick one product idea to test
At this point, you have analyzed your most popular blog posts, identified the topics that your readers are most interested in and come up with a list of product ideas for each.
Now, you need to pick one product idea to test.
Ask yourself these three questions to help make your decision:
Which product idea excites me the most?
What is my audience’s exact pain point in this category?
Which idea addresses that pain point the best?
Spend no more than 72 hours on this step.
Then…pick your favorite.
Step #2: Validate the product idea.
This is where most people get lazy.
MOST people go from “I have a cool idea!” straight to creating the product.
That is a huge mistake.
In order to build a product that your audience will go crazy over, you first have to test your product idea to determine if they will actually pay you money for your solution to their problem.
To do that, follow these three steps:
Step #1: Create a focus group.
Step #2: Get feedback on the product.
Step #3: Ask for the sell.
Let me show you how I did this for my product.
Create a focus group to test the product
After coming up with the idea for my product, the Vault, I tested it by sending out a series of emails to a small segment of the Videofruit email list.
That small segment is your focus group.
They will tell you if your product idea is worth pursuing by giving feedback and pre-ordering the product (more on this later).
If you use content upgrades, creating your focus group is easy. Just segment your list by identifying the readers who downloaded the content upgrade for blog posts in the category of your product idea.
Any time someone downloaded those templates, they were required to enter their email address which allowed me to identify exactly who was interested in that topic.
Since the Vault included 100s of templates, I used the 150+ Landing Page Templates downloaders as the focus group for the Vault.
However, if you don’t track the exact individuals who download content upgrades, you can create a similar segment by tracking who clicked the content upgrade link in the broadcast email for that blog post.
This is easily done with any major email service provider like MailChimp or AWeber.
Note: For detailed steps on how to segment your list based on link clicks, visit the free resource section of this post (click here to access
Ask the focus group to give feedback on the product
Include only 50 people in your initial focus group.
Follow this 3-email sequence to ask them for feedback.
Email #1: Ask for their opinion.
Email #2: Send product details.
Email #3: Answer questions and ask to buy.
This email campaign is designed to get each focus group member to give you feedback on your product, answer any questions they may have and then pre-order your product.
The ultimate gauge of the validity of your product idea is whether or not your biggest fans will pay you for it before it exists.
Let’s walk through this email campaign in detail.
Email #1: Ask for their opinion
The purpose of your first email is to get their permission to talk to them about your product.
Once you have identified your focus group, send each member this email from your personal Gmail account (no automation).
Here is the email I used (and what you should copy)…
Email #1: Get their permission
Results: 36 of the 50 people I emailed said they would like to participate.
Email #2: Send product details
The purpose of this email is to get them to give feedback on your product.
To do that, you have to send two pieces of information: 1) a link to a detailed description of your product; and 2) a link to a form where they can leave feedback.
Here is the email I sent.
Email #2: Deliver the info
You product description should be included inside of a Google Doc and be linked directly from your email. DON’T put the full product description in this email. It’s too much information and will overwhelm the reader.
The feedback form should ask these three questions:
Do you want to buy this product?
What is the #1 thing that made you want to buy?
What do you wish this product had that it doesn’t?
Download my feedback form template and detailed description that I used to validate my product by clicking here
By getting real feedback from real customers, the sales pitch you use in your actual product launch will answer all potential objections and highlight the key features that you already know draw in your ideal customer.
Results: 22 of 36 people that initially agreed to give feedback actually left feedback.
Email #3: Answer questions and ask for the sell
This is the most important step.
Feedback from 22 people can be extremely confusing. To cut through the clutter, I do not pay attention to the feedback of anyone who did not want to buy the product.
If, after reading your blog, downloading your free bonus content, being personally invited to participate in the development of a new product…
…if after all of that they still don’t want to buy from you, they are NOT your ideal customer. Ignore them.
Instead, focus 100% on those who are interested. Those are your core customers and the people you want to make happy.
After receiving feedback from your focus group, you need to do two things:
Hide the results of anyone who said “No, I don’t want to buy.”
Immediately answer the questions of and send a checkout link to those who said “Yes, I want to buy.”
This is an email I sent to a member of my focus group after they expressed interest in buying my product:
Email #3: Answer their questions and ask for the sale.
This email does two things: 1) answers their questions; and 2) gives them an immediate opportunity to buy the product.
Do NOT be shy about asking for the sale at this point. They said they wanted to buy…so let them.
Results: 13 of the 22 people who gave feedback said they would buy the product. 6 of them actually bought.
How to determine if it was a success
That’s the number you are looking for.
10% of the people in your focus group should buy the product.
(If you are selling products that cost more than $400, adjust this number downward. And if you’re selling really low-priced products, less than $50, adjust it upwards.)
How did I come up with 10%? My thinking was that if I sent an email to a highly targeted group of 50 people and I couldn’t get 5 of them to buy a product they had already shown some level of interest in, then it would be nearly impossible to get 10,000 people who hadn’t shown interest in the product to buy it.
Once your first round of focus group testing is complete, analyze the results to determine if 10% of the participants bought.
What if I miss my goal?
If less than 10% of your focus group buy your product, that doesn’t necessarily mean the product is a failure.
There could be any number of problems:
Your sales copy could be bad.
Your price could be too high (or too low).
You could have taken the wrong approach to solving the problem.
If you find yourself in this situation, I suggest testing each one of these potential problems with separate focus groups.
If your results come back and only 3% of your focus group participants bought, then re-rewrite your sales copy by using the questions and concerns that your first group expressed in their survey.
In my case, one question that came up over and over again was:
“How are you going to protect the contractors in Rolodex from getting overwhelmed and flooded with requests?”
So, in my second round of testing I answered that question.
The results? A 20% increase in sales with focus group #1 vs. focus group #2.
Repeat all of the above steps (from start to finish) until you hit on a product with a 10% conversion rate in your focus group.
What happens when I hit my goal?
Do it again.
Yes, once you hit your 10% conversion rate, you need to do it again.
I recommend using a total of three focus groups to validate your results.
When I was validating the Vault, I first validated it with a group of 50, then with a group of 100 and lastly with a group of 250.
The first group converted at 10%.
The second group converted at 11%.
And the last group converted at 14%.
Using three separate groups ensures that the results you are getting are accurate and that one or two outliers aren’t skewing the numbers.
It also allows you to collect a wealth of data on the product itself by talking to actual paying customers.
Once you have come up with your product idea and validated it with three separate focus groups, it’s time to build the product!
Step #3: Launch the product and make money.
Ok, the hard work is done.
Finding a great idea and validating that idea is just half the battle. Now it’s time to launch the product to your audience.
The most effective way to do this is to email your readers and tell them about it.
However, just shooting them a quick email with a “buy now” link is a great way to annoy them and ensure the launch is a failure.
You have to warm them up!
A few months back my wife and I were in Costa Rica. We were driving through the middle of nowhere when we began to notice signs for this little restaurant, Toad Hall.
We hadn’t seen a car for over an hour and then all of a sudden we began seeing signs for Toad Hall.
5 miles out: “Best Tacos in Nuevo Arenal!”
4 miles out: “We’re nice people!”
3 miles out: “You’ll love our view!”
2 miles out: “Don’t miss Toad Hall”
1 mile out: “Toad Hall on right in one mile”
0.5 mile out: “Welcome to Toad Hall…not really. We’re 0.5 mile on the right!”
0.1 miles out: “Park here and visit world-famous Toad Hall!”
Guess what we did?
We visited Toad Hall.
No other restaurant in Costa Rica did this. All of the OTHER restaurants relied on the sign hanging in front of their building to capture my attention.
All of the OTHERS were working under the assumption that as I drove down this long, winding road, fiddling with my GPS and trying to drink my Dr. Pepper, that I would randomly look up, see their sign and decide to stop in.
It just doesn’t work like that. Relying on one sign is stupid.
Toad Hall isn’t stupid. They had 25 signs!
By using 25 signs, Toad Hall warmed me up. They got my attention. They made me like them and gave me a good reason to stop at their restaurant.
You have to do the exact same thing when you are launching your product.
Just because you have a great product and an established audience doesn’t mean it will be a best-seller. Especially if you rely on just one sign.
My recommendation is to use a seven-part education-focused email series to launch your product.
Here is what it looks like:
Here is the exact email sequence I used to launch the Vault:
Note: The purpose of the first educational email is to start a dialogue with the reader around the category and #1 pain point that your product addresses.
In the case of the Vault, the #1 benefit that I highlighted in the pre-launch educational series was how to properly structure a product launch.
Note: The purpose of the second educational email is to continue the dialogue with the reader around the category and #1 pain point that your product addresses.
I chose to use case studies as the centerpiece of my educational emails. This allowed me to gain authority in the mind of the reader by positioning myself and my product next to established authorities that they respected.
Note: The purpose of the third educational email is to provide the reader with a more practical case study and an easy tactic that they can install into their business.
This email is written with the intent to show them that you don’t have to have a massive audience to have success online. By sharing a personal story I was able to relate to the reader.
Note: The purpose of the this email is very simple: tell the reader about the product.
This is the MONEY email. This is where you reader first learns about the features and benefits of your product.
It’s also important to let them know in this email that the product will be available for sale tomorrow morning at an exact time.
Note: This is the shortest email in the entire sequence.
The ONLY purpose of this email is to get the reader to click through and land on the sales page.
Do not put any other links or unnecessary information in this email. Short and concise wins.
Note: This email saved my butt. This is the pivot email.
The pivot email comes in the middle of your launch window, between the opening and closing emails.
The pivot email allows you to….pivot your sales pitch if necessary. After my initial influx of sales on launch day things slowed down drastically.
So, I sent an email to everyone who bought and asked them “What is the #1 reason you bought the Vault?”
Their answer surprised me.
See, I had framed the Vault as being a resource to learn how to launch a product; however, everyone who bought did so for the contractors list.
The pivot email enabled me to make up for my mistake by changing my sales pitch to focus on the contractors list and its benefits instead of the launch sequence training.
Note: Whatever you do, don’t forget to send this email.
People are busy and procrastinate. Send them a “it’s going away in X hours” email before your launch window expires.
The results: $10,000 in sales in the first 24 hours.
Over the past 12 years I’ve sold millions of dollars of products. But nothing compares to the feeling of having an idea, validating that idea, building that idea and then releasing it into the world and people paying money for it.
I can’t guarantee you results (that would be irresponsible), but what I’ve just outlined above is the single best sales strategy I’ve ever used.
This is a lot of work. I’m not going to lie.
But it works.
Will you make $10,000 in 24 hours? I have no idea.
There are many other variables involved that I have no control over (your reputation, quality of the product, your writing skills, etc.)
However, this is the closest thing I’ve come across to a surefire launch formula.
I’ve put together the entire package of resources mentioned throughout this post into one place for you to use.
Every email in my launch sequence
A link to the Google Form I used (and you can copy) to survey your readers
Documentation to show you how to segment your list
All of the copy I used for my sales letter in the focus group validations
My Perfect Product Idea checklist that you can use to find your next $10,000 idea
You can download all of that in the free resource center (download now
PS: Once you use this formula, email me and tell me about it. I’d love to hear how it worked for you.