One program? Is that it…

“We’ll need to come up with another product”

A couple of years ago I was working with a client.

We’d done some decent work, and the campaign was working fairly well. 

It was ROI+ and the sales were building.

As we got into the discussion, it became apparent that there had been internal discussions about creating a new product. 

I smiled.

This is very common thinking.  It’s very tactical, and has some near term benefits.

But it’s wrong.  (Yes there are always caveats, but stay with me here).

When you have an offer that works, the first opportunity is scale. 

Scale can mean a couple of different things…

It can mean adding budget to a campaign, or it can mean reworking the offer so you can increase the price point.

The urge to jump onto another product is easy, but the best opportunity (particularly if you’re < $1M of revenue) is to work the offer to add additional levels of that existing package.

That strategy is significantly easier to both fulfill and to scale…

Plus you don’t end up with a pile of product spaghetti that consumes all your time and energy.

I’ve worked through this process with a large number of “big” businesses because it’s an easy trap to fall into.

Do it right, and you’ll actually have “One product” that drives your business forward.

Brandon “No more rework” Pugsley

P.S.  I’m looking for a small number of people that want to apply this “one program” to their business.  SO, if yo have a program or service that you have working, and want to accelerate your growth…click here, put “one program” in the subject line, and I’ll get back to you with the details.

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