Did you ever want to have a digital product that sells like hotcakes? To many people, that is the elusive dream. But is it really so elusive? I don’t think so. As a matter of fact, I know that anyone can do it! So, let’s have a look at how to make Digital Hotcakes.
Best Hotcakes in Town
To be able to make Digital Hotcakes – and make them sell like hotcakes – we need to understand the basics. Let’s have a look at “Analog Hotcakes” first.
You make the best hotcakes in town. Nobody is better than you when it comes to hotcakes! You have made hotcakes since you were knee-high to a Grasshopper and you’ve won so many awards, the local Trophy Engraver used to get writers-cramp every time he thought of you.
So, you make the best hotcakes in town. There’s only 1 problem.. actually, there are many problems:
- Your hotcake shop is on the outskirts of town. Hardly anyone comes past the shop.
- You fan the hot yummy smell of hotcakes out of your shop doors; enough to attract.. the workers from the nearby Mushroom factory!
- Your shop isn’t all that flash. No big deal right? After all, your hotcakes are the best in town. The shop doesn’t have to look the best.. or does it?
- You advertise both in the newspaper and online but hardly anyone wants to drive to the outskirts of town – to visit the Hotcake Shop next to the Mushroom Factory!
Best Hotcakes – So what!
So what are we dealing with here? Lets be honest. Your so-called “Best Hotcakes” suck! This is why:
- The Location is Bad:
You’re on the outskirts of town. Get with the program! People want convenience, not an expedition to outer space.
- The Location Stinks:
Your hotcakes can’t be smelled by people “where it matters”. You are too far away! Besides, the Mushroom Factory next door stinks like a fertilizer farm. Not great for the taste buds! And what’s to go with the Kitty-Litter basket under table 16?
- The Shop is Less Than Average:
Shopping is an experience; so is eating Hotcakes. If you think the experience doesn’t matter, try serving the customers in a dog bowl next time. Would the customers return the next day, next week, at all?
- The Advertising is Wasted:
The shop’s location is inconvenient. The neighbours stink (mushroom factory) and your shop’s interior leaves much to be desired. Your potential customers would rather go to McDonald’s than spend 15 minutes at your shop.
And I haven’t even mentioned that your mother-in-law is rude to the customers. You know what they say: “You can pick your friends…”
Too bad you have the “Best Hotcakes” in Town!
Overall, your hotcakes rate 2 out of 10. 2 points for the hotcakes. The other 8 points (that you don’t earn) are for the experience. Bad luck! This town could have used some great hotcakes. You curse your bad luck and wonder when life is going to give you a break!
I have Good News – and Bad News
- The Good News is:
You are in total control of your own destiny. That includes Luck (yes, we make our own luck), how people “experience” your hotcakes, how they feel when they enter the shop, how happy they are when they leave the shop, who they recommend your hotcakes to, and how many people come back to your shop – and even how many people they bring with them next time!
- The Bad News is:
YOU are in total control of your own destiny.
OK, the last point was not meant to be an insult. On the contrary. It is a Double-Edged Sword. The Bad News is also the Good News. It is also the main reason why some people choose to fail.
YOU are in total control of your own destiny (nobody else)
It means there is no such thing as bad luck, or at least you have the power to reduce “bad luck”. When you know what the problems are; you fix them. When you make mistakes (commonly labelled as “bad luck”), you fix them.
The BEST is not always the most POPULAR
Over the coming weeks, I will share my marketing insights with you. We will look at “how to sell Digital Hotcakes”. For now I will wind up with a brief solution to the above “problem”; the stroke of “bad luck” that nearly ran the Best Hotcakes in Town – out of town!
Let’s get one thing straight here: The BEST is not always the most POPULAR.
As a matter of fact, the most popular product is just the best “marketed” product. If the best was the most popular, then this would have happened instead:
- BETA MAX would have beaten VHS hands down.
- MINI DISC would have left CDs for dead.
- Apple would have dominated the market since the 80′s.
- Nick Nolte would played the role of John Rambo.
In other words: Having the BEST Product isn’t enough. You need to get it in front of your potential customers and make it a great experience.
Best Hotcake Experience in Town
Let’s Get Your Hotcake Experience Rating Up. This is what we have to do to give your customers a better experience, so they want to come back:
- Move closer to town.
Bite the bullet – or go out of business.
- Fix the Shop.
Make the experience one to remember. Get rid of the Kitty-Litter. Buy your mother-in-law a 1-way ticket to Timbuktu. Just do what it takes!
- Advertise only once you are ready.
No point advertising something until it is ready. When you think you have the best Hotcake Experience in Town, then you advertise that very line: “Best Hotcake Experience in Town”.
In my next installment of the Digital Hotcake Experience, I will show you how to make your Analog Hotcakes into Digital Hotcakes, henceforth cutting out most (almost all) expenses involved with an offline business.
Please comment below. Are you looking forward to making Digital Hotcakes?