How to Promote Multiple Products to the Same Audience (Without Looking Like a Schizo)

One of the biggest challenges of my work with Simple Programmer is this:

My business partner John can crank out products like crazy.

This is the guy who created 55 multi-hour video courses on technical programming topics — in less than two years.

He is a content production “Terminator.” You can’t stop him, no matter what you do.

Don’t get me wrong, it’s a great problem to have.

As an entrepreneur, it can be a real struggle to come up with product ideas — and then see them through to completion and launch.

But it does mean we’re facing a challenge that less mature businesses don’t have to deal with, namely:

How do you promote multiple products to the same audience without looking completely schizo?

Subscriber David puts it like this:

How do you tie your email courses concept into customers who come into your funnel at various points?
Say you have 8 products, so you want to promote all eight to every customer … how do you deal with customers who came in at product 3, other customers who came in at product 5, and customers who came in at product 8?
Additionally, those customers might have bought several products already … so customer A might have products 2, 3, 5, and 7, and customer B might have products 3, 4, and 6 etc, etc.

Is your head hurting yet? Mine is.

The major enemy when you have multiple products like this is confusion.

People don’t know where to start.

And confusion kills sales.

The way to battle this is to find ways of eliminating distractions.

For example, when I’m promoting our 10 Steps to Learn Anything Quickly program, I don’t want our subscribers getting emails about the How to Market Yourself as a Software Developer product.

What I do is, I create a dedicated email course for each product.

When a subscriber signs up for a free email course, it’s like they go into “blackout” mode. They’re only going to get emails that are relevant to the topic of the course — and the product that the email course promotes.

The course ends, and they’ve either decided to buy or not.

Either way, the next thing I do is offer them the opportunity to sign up for *another* email course that promotes a different product.

And so on.

This way we have multiple “entrances” to our sales machine, but eventually everyone gets presented with all of our products.

That might seem to complicated for you right now — and that’s fine.

The key takeaway here is the importance of *focus*.

Don’t sell one thing one day, and something completely unrelated the next.

Create opportunities to pull your subscribers into in-depth “sidebar” conversations where you can really dig deep into their problem.

And then make your best case for your product as the solution they’ve been waiting for.

Here’s another question to ponder: what can you do to validate your product ideas — and get paid at the same time? This article explains.


Originally published at joshuaearl.com.