™
Listen up 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘇𝗶𝗻𝗴 𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹𝘀 - and those who want to offer a productized offer soon...
Nothing...
...and I mean nothing,
is more critical for your product's success than 𝙩𝙖𝙡𝙠𝙞𝙣𝙜 𝙩𝙤 𝙮𝙤𝙪𝙧 𝙥𝙤𝙩𝙚𝙣𝙩𝙞𝙖𝙡 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨
𝙗𝙚𝙛𝙤𝙧𝙚 𝙮𝙤𝙪 𝙛𝙞𝙣𝙖𝙡 𝙞𝙯𝙚 𝙮𝙤𝙪𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩,
𝙗𝙚𝙛𝙤𝙧𝙚 𝙮𝙤𝙪 𝙡𝙖𝙪𝙣𝙘𝙝.
𝗖𝗔𝗦𝗘 𝗜𝗡 𝗣𝗢𝗜𝗡𝗧:
In addition to guiding service business owners in developing their productized offers
we are in development of a few of our own subscription products.
We've been considering adding a productized service positioned for the health and beauty 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗮𝗿𝗲𝗻𝗮.
Just as we teach our clients,
we started conducting #informationalinterviews not only to get preliminary feedback on the idea but also...
• to hear how they describe the offer back to us (we learn great verbiage to use in marketing)
• to learn to how they would introduce it,
• to hear what they think needs to be fixed, tweaked, or reworked to make it compelling to the market they know so well.
• and even getting push back about what won't work.
This doesn't mean it's an idea destined to flop.
To the contrary.
It means we have to develop and redevelop until it becomes the desirable offer the market has been waiting for.
We also learn that it's very hard for people to visualize a new offer without some kind of 𝗽𝗿𝗼𝘁𝗼𝘁𝘆𝗽𝗲.
Often new Productizing Professionals have a great idea but don't know how to prototype it.
Creating visual prototypes is exactly what we help our clients create - before they go full blown into product development.
I assure you that the first iterations of the Uber app, Airbnb, and Angie's List did not start out looking and working the way they do today.
How do you invite the right info interviewees to give you their valuable time and precious, objective feedback before you launch and make costly mistakes?
Create an info interview list of names - people who are objective and knowledgeable.
Prepare an email script that makes it enticing for them to spend a few minutes with you answering some questions about your potential productized offer.
This doesn't mean you need to pay them.
If they can be helpful to something that relates to their expertise and isn't in conflict
with what they do, and may even be helpful to them down the road, most reputable
professionals will give you a short window of time -
especially if they know you will not be pitching them in any way.
Have your top 3-5 open-ended questions prepared for a maximum 15 minute conversation.
Ask permission to stay in touch to give them updates after you launch.
Send a thank you message.
I strongly recommend you get very personal with your ideal potential clients as you embark on your productizing journey.
P.S. It's perfect timing for you to create your competitive advantage, enhance the way you serve clients by becoming an 𝗜𝗣 𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹.🇹🇲 *
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Nancy Fox is the CEO of Product WYZE™️, helping consulting & fractional exec firms scale by developing and selling recurring revenue & subscription productized services - signature systems, playbooks, courses, books, webinars. To learn more, book a custom WYZE Discovery Call.
*Check out the WYZE Association for Productized Professionals.
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