They Ask, You Answer, 2nd Edition

42 The Selling 7, Video 3 Product and Service Fit Videos

When it comes to the traffic on most organizations’ websites, one of the most viewed sections is commonly what are considered “product” or “service” pages. The way these pages are designed, at least from a messaging standpoint, is often extremely flawed. Why? Because all these pages tend to do is espouse why the product or service is great, what it is, what it does, etc.

But for those businesses that understand the way buyers actually think (embracing a They Ask, You Answer mindset), there is an essential second type of information this page must include, simply: Who is the product or service not for?

Yes, you read that correctly — not for.

Now, you may be wondering why. Think about it — the minute we are willing (as businesses) to say what we’re not is the precise moment we become dramatically more attractive to those for whom we are a good fit. Therein lies the key to a product or service fit video. It explains who the product is — and is not — a good fit for in the most honest and transparent way possible.

If you follow the They Ask, You Answer model of The Big 5 and The Selling 7, the product and service pages of your website will list some (if not all) of the major questions buyers ask during the buying process and have a video that clearly answers the question, “But is it right for me?”

Common Questions Regarding Product and Service Fit Videos

1. Can it be used in applications other than product or service pages? ...