Episode 8

Audience — three easy groups of people you can sell your digital product to

Today let’s talk about the audience for your first digital product and the three easiest groups of people to sell to as a service provider.

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[00:00:00] Rene: Hey everyone. Welcome to Your First Digital Product, a show that helps maxed-out service providers create their first digital product so they can gain an additional income stream, grow their impact without increasing one-on-one work and experience more time freedom. On the show, I talk to business owners who have launched digital products and dig deep into how you can create, launch, and market your first digital product. I’m your host, Rene Morozowich. Let’s go.

[00:00:28] Today let’s talk about the audience for your first digital product. Before you begin creating your product, think about who it’s for. Who is the person who will buy it and think this is exactly what I needed. Now often when I hear the word audience, I immediately think of those weird worksheets that you fill in to build your customer avatar.

[00:00:49] Heather is between 35 and 40 with two young kids. She primarily uses Instagram and TikTok. She’s stressed and has run out of time in her day and so on. Now, looking at specifics is valuable, but the mistake I think people make is drilling down too much at the beginning.

[00:01:04] Let’s take a step back and zoom out a little bit and consider three groups of people, three different types of audiences for your first digital product.

[00:01:13] Just a quick note before we begin. There are more groups, but these are the easiest three to focus on. The distance between where you are and that audience isn’t as far as with other groups, so it will make your first digital product easier to create. Now to the groups. The first group is your peers. If you’re a service provider who has been in business for a while, you are established, and hopefully you’re listening because you are my target audience.

[00:01:41] You’ve probably developed systems and processes along the way to help you do your job better. Things like templates, like Erin mentioned in episode five, guides, SOPs, maybe videos, or really anything that helps you to do your job more efficiently. If you are serving your clients well and [00:02:00] these systems and processes are helping you, you could consider packaging something up to sell to your peers.

[00:02:05] Other service providers in your industry could benefit from your years of experience serving clients.

[00:02:11] I love this group of people because it’s easy to know exactly how they feel. You are one of them.

[00:02:17] Think about your journey to where you are today and identify what you wish you had available to you, what you wish you knew, what would’ve helped you grow more quickly and earn more money.

[00:02:28] The second group are leads who don’t become your clients. There could be several reasons why they don’t end up becoming clients, but let’s just say the biggest reason is that they don’t have the budget to work with you.

[00:02:39] If you had something to offer them that wasn’t directly tied to your time, you could expand your client base to include them. Maybe as their business grows, they will have the budget later. Because they’ve purchased something from you before, they may know, like, and trust you. So coming back to work with you would be a no-brainer.

[00:02:57] But even if they don’t come back, you would still have served them with a valuable product that’s solved an important problem. Think about what you could offer this group of people. Perhaps something that you offer your existing clients but not customized or again, tied directly to your time.

[00:03:15] The third group of people are those who become clients. You may have leads who sign up with you right away. They meet you, they love you, and they sign immediately. Perfect.

[00:03:24] But in other cases, there may be a longer courtship period. Maybe they aren’t quite ready to work with you yet. Maybe there are fears or hesitations or work to do to prepare. Is there something that you could create to help them get ready, to help them move along in the process, to be prepared to work with you?

[00:03:43] They will get value from it, and you will have clients who are in great shape to get started with you 1:1.

[00:03:49] So, which group should you choose? Well, what are your goals? Where are your interests? What sounds the most exciting to you?

[00:03:57] Do you have a large network of colleagues and [00:04:00] peers? Do you enjoy the camaraderie and want to spend more time with them, helping them grow their businesses with tools you’ve developed to grow yours?

[00:04:07] Do you wanna work with a whole new group of people who you don’t ordinarily serve? Do you want more people to have access to you and what you offer without increasing your one-on-one commitments?

[00:04:19] Do you want more high quality one-on-one clients that are fully ready to work with you from day one? As you think about this, I also want you to keep in mind where you want to sell this product. If you’re marketing to leads and potential clients, your existing website is the perfect place.

[00:04:34] If you’re marketing to your peers, I recommend somewhere that’s not your existing business website. You don’t want your potential clients to be confused when they visit your website and see a product that’s not for them.

[00:04:46] I attended a conference last November and saw a great example of this in action. John Falke at johnnyflash.com owns an agency that focuses on web design, development, digital marketing, strategy, branding and design. His conference talk was about how he grew his agency to a team of 15 plus. He packaged everything he learned about hiring into a digital product available at hirearockstar.org.

[00:05:11] Each kit allows you to easily hire an oversees rockstar team member from front end developers to designers to virtual assistants.

[00:05:18] He was marketing to a group of his peers at the conference, helping them grow their businesses using tools and strategies that he developed to grow his. So to recap, as a service provider, the three groups of people you can sell your digital product to are your peers, leads who don’t usually become clients and leads who do usually become clients.

[00:05:41] Do any of these audiences jump out at you?

[00:05:43] I’d love to hear what resonates. Send me a voice message at yfdp.show/share. The link will also be in the show notes. Thanks for listening.

[00:05:53] Hey, thanks for listening. I’d love to continue the conversation in your inbox. Email SUBSCRIBE to hey at [00:06:00] yfdp.show or sign up in the show notes to get bimonthly emails about how you can create, launch, and market your first digital product. Can’t wait to see you there.