Continuing from Part 1, your entire business is hinged on the quality and value of your front-end or to say it another way, your business is hinged on the satisfaction of your customers.

The big money is in the repeat sales, the backend products. If your customers are not satisfied with your front-end product their will be no repeat sales. Without backend products your company will be operating at well below half of it's potential.

Do not think that your business is different. How successful you are at marketing your backend products depends entirely on one thing - the quality of your front-end product. If your front-end product disappointed your customers they will not buy your more expensive backend no matter how great you make it sound.

They have been cheated and they will resent you for it. If on the other hand, they were amazed by the quality of your front-end product they will jump at the chance to buy a bigger, better product from you that will solve an even more pressing problem in their lives.

The quality or usefulness of your front-end product should not be based on its price tag. You should over deliver on your front end. You want people to think "I can't believe I paid only 'x' amount of dollars for this." Then, when you offer them your backend you will already have built incredible trust and they will be much, much more likely to buy.

You see, making a superior, high-quality product is 80% of the work. Marketing is not really that much work. Anybody can market but to create a truly excellent, valuable product takes time, patience, research, skill, motivation, and talent. Not anyone can make a great product. If you have the drive and talent it takes to create a great product then you should have no problem with marketing it. Great products are the only products worth selling.

If you feel that your product is somehow low par or low quality, you will be fighting yourself every step of the way. You will have trouble staying motivated, your conscious will nag you, and there will be no passion or belief to fuel your sales messages.

Now that you see the importance of initiating your business plan, the development of your product or service is a separate phase for a reason. Too often I see and hear about entrepreneurs trying to blend and combine the different stages of setting up a direct sales business. They skip around, and they do things out of order. They get their idea. Then they start working on their website, then they start on the product, then they write the copy, then they go back to working on their website some more, then they start working on their autoresponder campaign, then they go back to working on their product.

In order to get the best results, focus on one thing at a time. Spreading your focus, time, and attention out over 3 or 4 tasks simultaneously does not allow you to produce any one thing well. Shifting your entire focus on a single task is incredibly powerful. I have found that perhaps the greatest benefit of focusing effort on a single task is that it allows for bursts of creativity that otherwise do not occur.

Beyond that, you will produce better results in a shorter amount of time by focusing on one thing at a time. Focus tends to create momentum that is difficult to accumulate otherwise. It isn't as much fun and it does take discipline but doing one thing at a time has proven time and again to produce better results. It is tempting to take on everything at once as one feels as though they are accomplishing more in a shorter amount of time, which is untrue.

When you tire of one task you should work on another for a while and then come back when you are ready. This is highly recommended. If you grow tired of working on your product then leave it alone for a couple days and do something else entirely. Take a day off, go fishing, spend some quality time with your family, etc. But do not begin on another phase or you risk spreading yourself too thin. When you do something. do it right. Focus 100% of your efforts, talents, thoughts, and energy on that single task until it is complete.

Upon completion, once your product is complete you should have it reviewed by the most honest people you know. If possible, don't tell them that you created the product, just ask them what they think about it. Make sure that they are knowledgeable about the niche and the problem you are attempting to solve.

Copyright 2006

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