How do you test new ideas for growing your business? When nothing seems to be working, that’s what I’m going to cover in today’s video. Don’t forget to subscribe and smash the like button. If you like videos like this, and you don’t want to miss them when I release new ones.
Hey, everybody, Dan Henry here. And today’s question comes from Johnny Wilson, “How do you strategize your testing slash new ideas when nothing seems to be working with your marketing?”
This is a good question. I will say this. I, you know, I’ve consulted over a thousand business owners as well as my own business. And I will say this there are really only two things going on when you are constantly trying new things, and nothing seems to be working; there are only two really major categorical things that could be going on.
Number one, and this is the most common, is your actual product has issues. The actual offer has issues. I have never met somebody who had struggled with their marketing, who had struggled with their sales, and I’m not talking about somebody who was flourishing and thriving and then had had a struggle. But somebody who from the beginning was struggling.
I’ve never met somebody in that situation that did not have a deep, deep-rooted problem with their offer. And when I say their offer, I mean, what’s the product, who’s it for? Why do they want it? Why is it different? What’s unique about it? The source, basically. You know what I’m saying? The source. That I often find to be the biggest issue, and people are chasing their tails, right? They’re out there saying, well, there’s a problem with my sales, or there’s a problem with my advertising, or there’s a problem with my marketing. When in reality, the problem is your product. It’s your offer.
It’s either an offer that is not clearly defined an offer that people don’t understand why they would want it or need it. Or maybe it is a good product, but the way you’re articulating it to the market is not clear. Clarity is one of the biggest reasons why businesses fail. They’re just not clear. And the reason for that is when you’re the product owner, it’s clear to you, right? It’s clear to you because you built it. You live it every day. So everything’s clear to you. So it almost feels like when somebody asks you, well, what does it do? I mean, how many times I’ve literally cannot count the times I’ve consulted somebody who, when I ask them what their product does or why somebody would want it, or what exactly. Sometimes I’ll just say, like, what do you sell? It’s almost like they get annoyed with the fact that I’m even asking or that customers even ask.
In fact, I spoke to somebody on clubhouse the other day, who literally said, I have a great product. She sold a routine for doing your own facial. It was like a course for how to do your own facial. And she as well, I believe she did facials as well. And she was basically saying like; I don’t want to have to market. I don’t want to have to sell. People should already know that they need this. I said you know, can I give you some honest advice? And she said, yeah. I said that is the most pretentious, egotistical, self-serving, maniac way to think about things. I mean, it is what is the word? It’s entitled, right? It’s very, very entitled.
And so, a lot of times, we focus on how to fix the tires or the paint job or the radio when in reality, the engines messed up. And we don’t want to admit that at our core, there’s a problem with our product. It’s not optimized correctly or is just not something that people want. Period. Here’s a perfect example. Cause you know, a lot of people come to me; they want to sell consulting. They want to sell an online course. They want to sell a done for you service, and they’ll come to our company. And this is what I hear all the time.
“Well, Dan, my coaching program isn’t done yet.”
And that is a fundamental issue. Is I believe that that is when you need help the most when you’re creating the product. Because of the way that I created all my products, I did not go out and create them and figure out how to market them. I created marketing that nobody could say no to and then created a product to live up to that.
So like for instance, with my planner that I released, a lot of people think that I just made up a planner, and that was it. And I went to sell it. But what I actually did was I went online, and I ran an ad, and I said, Hey, we’re Plan Tomorrow, our goal is to create the best planner out there, and we’d like to know what you don’t like about your existing planner. So we ran this ad, we got over 300 responses. I categorize them. And I said, okay, people don’t like these things about their planner. And so then I said, okay, let me take what I know works for me for being productive. And let me fit it into the mold of what people don’t like about the planners that are out there.
I made that planner, and every single time we shipped the Plan Tomorrow Daily Planner to someone, I literally get messages like, “This is the greatest planner I’ve ever had. I don’t understand. It’s like, I’ve been looking for this planner forever. Where did this come from?” You know, and the thing was, is I didn’t create that. I mean, yes, the productivity aspect of it, the logic that’s in there is from me, but the way the product is made, how it’s organized, how it’s built, that came from that survey, that came from customers.
And so for me, I’ve always created products by marketing, by selling. And so, I never assume my product is good. I never assume that it’s perfect. I never assume that it’s a good idea. I don’t like to put that much pressure on myself. I like to go out and find what is a good idea? What will help people? What do they want, what are they looking for? And I just create that.
And that is one reason why we encourage people to, if they’re considering our program or really any program, get in now. Because that’s what’s gonna make you successful is getting help from the very beginning. You know, and some of our best clients that came to us came from the beginning, had no idea what they even wanted to sell. One person comes to mind, Dee Green.
He’s a very popular case study on our website. You can go on GetClients.Com and look at our case studies. But you know, when he came to us, he had no idea what he wanted to sell. You know, chorus idea, consulting idea. And he worked with us from the very beginning, and he’s built a fantastic, stupid profitable business, and just his entire life changed. Whereas some people are still hemming and hawing over whether they even want to pick up a book, whether they want to hire a consultant, whether they want to learn something.
Like I remember one time someone said to me, “I’ve got all these sales books. About five or six or seven sales books, and as soon as I figure out what I’m gonna sell, I’m gonna read them.”
Well, why don’t you read those books? So you see what works in selling, and then you can take from that. And that gives you more insight into what to create? See, that’s how I always viewed it. Like flip it around, do it backward. Anyway, I’m rambling at this point, but the point is that’s the first thing is that your product’s messed up. One of the things I pride myself on and my team is we are really good at taking people’s products and fixing them. And then all the marketing and the advertising, that’s all easy once the product is fixed, but if the product is messed up, then, you know, so that’s the first thing.
The second thing is that, and this is common as well, is that you’re not giving enough time to let the different things you are working on work. A lot of people will try something, and if it doesn’t work on the first try, they move on to the next thing. And then if that doesn’t work on that first try, then they move on to the next thing. Personally, I feel that that’s a way to make everything not work.
If I have an idea and I feel strongly about it, I will try several variations of it. I will try several different ways to articulate it. I will go all-in on that idea. And then if it still doesn’t work, then I know, okay, this was not a good angle. You know, and I’ll dissect it. I’ll run emails to it and say like, Hey, what didn’t you like about this? Why didn’t you buy, why didn’t you book a call? Why didn’t you sign up? And I’ll dive deep because, at the end of the day, failure is simply data for success.
That’s it. So I try to give things enough time before I just move from thing to thing to thing. And I see that a lot. People don’t give each attempt the energy and the time, the commitment that it deserves. And so they assume it doesn’t work when in reality, it does. And this can be found when I see people saying things like, “Well, Dan, I tried this thing, and it didn’t work.” And then I go, well, what about this person that did it that it worked? What about when I did it, and it worked? What about when that person over there or this person over here did it, and it worked? Why are they able to make it work, and you’re not? It’s not because it didn’t work. It’s because you didn’t make it work. You know?
So those are the two things. Number one, there’s a problem with the offer. And when there was a problem with the offer or the product, all the advertising, marketing, sales in the world won’t help got to fix it at the source. Or, on the flip side, and this could be a combination of both, you are not giving each attempt enough of a commitment to actually see it through. You’re not seeing each attempt through. Those are the biggest things that I would say.
And if either of those things are not the issue, then I would start over and watch this video again. I’ve never met somebody who has seriously taken both of those pieces of advice into consideration and then still had that problem, honestly.
So I hope this has been helpful. Don’t forget to subscribe to the channel. Let me know in the comments what questions you have. Maybe I’ll make a video and answer them. I should call this, like “Ask Dan Henry” or “Ask Dan.” “Steal a page from Gary V, Hmm. Interesting. All right. See you guys in the next video.