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independence2 unconnected · 2 more authors in those circles
applies to

b2b, needs an existing audience

mixed results

confidence

high

evidence

4 claims · 4 articles · 4 receipts

window

2013-08-06 → 2020-08-02

2 builders who never spoke to each other

Sell the next thing to the people who already bought

The easiest sale available is a second one to a customer who is already happy, so design the next product for the audience the current one produced rather than starting from strangers. Where a piece of content pulls an audience that will not buy the product, the content itself is the thing to sell them.

The method

  1. 01

    Build the next product for the audience that already bought from you, since a second sale to a happy buyer is the easiest one available.

  2. 02

    Build the software that your own book's method requires, then sell it to the book's readers

  3. 03

    If your show teaches, write and sell books and courses to that same niche audience; for a small teaching podcast this outperforms every other revenue model.

  4. 04

    If your best content attracts a large audience that shows no interest in buying your product, consider selling the content itself rather than treating it purely as lead generation.

What it returned

  • 60

    Since going independent, roughly 60-70% of Justin's income came from his own books and courses, sold to listeners of MegaMaker and Product People.

  • Paul Jarvis argues repeated selling to the same audience compounds trust, and adds that anyone starting from nothing should sell services before products.

  • Readers who apply Authority's marketing advice need an email provider, and ConvertKit was designed around exactly those practices, which made converting Authority buyers straightforward

  • Readers suggested Zue turn his guide into a book or course, and he noted very few of them seemed interested in buying Pegasus.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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More in product

all product plays

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.