Aligning the Buyer’s Hops

You could build one product. A good one, helping a specific struggle, and helping your buyer progress to a better version of the future. Your buyer would be making a hop. Deciding that today, they’re going to jump on the opportunity to make the future better, with your product. They’ll be happy, and they’ll tell others.

You’ve now got a product.

You could build a second mini-product into your main product. Once purchased, if the buyer experiences a specific struggle, there’s this other thing they could consider. It could be a paid upgrade, of course. Or, maybe it’s a feature that’s just made for particular setups. It’s part of the same price, but it’s only meant for those experiencing a specific struggle. You don’t make it the default, because it’s not for buyers making that initial purchase, but it’s there, for those ready for the next hop.

You’ve now got a second product inside your product.

You could build a pre-product. A mini struggle-solver that precedes your main’s product appeal, for those who are not yet experiencing the real struggle of your main product, but a struggle that occurs upstream. Your buyer will be considering your pre-product, they’ll decide that yes, today, this is going to be helpful, and they’ll make a hop to a different version of the future, with this pre-product as the catalyst.

You’ve now got a pre-product, a product, and a second product inside your product.

This Russian-doll setup to helping your buyer is intentional. It builds trust in your capacity to help, it aligns your efforts to their progress, and the success builds on itself. A gift, inside a gift, inside a gift. That’s a good story to tell.