Frustration To Freedom With Pete Mohr
Always Have A Clear Promise
- Align the right product to the promise
- Align the right process to the promise
- Align the right people to the promise
There are 3 components to a good promise.
1) What’s the person?
- Who are we addressing?
- What is their problem?
- What is their pain point?
- What are they suffering from
What’s your unique solution to give them a better life? Everybody buys a better life so if you have the solutions to the problem to give them a better life and you can frame that in the right copy then you’re going to be able to have a framework that’s going to take this person from their problem to the solution
The way that this happens is through the delivery of the right product, the right process and the right people.
It’s Not Just The Right Individuals
I break that down into three different components.
- Your ideal client – Who do you want to work with?
- Your ideal team member
- Outsourced partners – any of the other people that make up the sphere of influence to deliver the promise.
It might be your marketing partners, it might be your bookkeeping people, might be your human resources people that you outsource. Its anybody that is helping you to deliver the promise that we’re making to our clients.
You Need To Revisit Your Promise
One of the big things with your promise is that you probably haven’t revisited it and things will change. People may want a different experience or have different expectations. The world’s gotten faster and the expectations of delivery are faster.
So you need to revisit your promise regularly to make sure it aligns with what people want.
But We Have Always Done It This Way
I find a lot of owners say, well “we’ve always done it that way”.
It still may be a good way but that doesn’t mean it’s the only way.
You always need to be thinking about your competition. They may come along and decide to put their spin on it. They may find that they are more aligned with the problem because the problem has actually changed.
They can create a promise that’s going to better deliver the service and start taking business away from you
Should You Still Be Selling These Products?
Just because you have always sold a certain suite of products does not mean that you should continue to do so.
You need to do your homework and actually consult with your clients as to whether or not they still want it.
If you’ve always sold what you’ve always sold but it’s not delivering the promise the way it should anymore then there’s you need to make some changes. You need to either adjust that product, improve that product or replace that product.
Many people have added all kinds of products or services over the years and they have refused to shave off these ones that once were a dominant part of their business.
Maybe they aren’t the most suitable products anymore but they still think that there is still that one person that’s going to need this.
It confuses their current audience because it doesn’t align with their brand anymore.
When You Confuse, You Lose
We want to make sure there’s these alignments to the promise. Ultimately it’s got to still align with the product and it’s got to still align with profit.
We find that some of these legacy products that clients used to sell a thousand of and now they sell 10 of them. You need to ask yourself, “Why am I keeping this product. Is it just because we always had it?
If it’s confusing, then it is time to let it go.