How to scale your info-business with no audience

Something pretty funny happened today…

I became a micro-celebrity almost overnight which is hilarious.

Typically I’m the guy in the shadows growing different online businesses, you may hear my name in the wind behind some of your favorite creators but it’s very rare to see me on camera.

In fact - I haven’t posted a single-piece YouTube video in 7 months.

However throughout the last year - I’ve been able to generate multiple 6-figures selling my own info products without having much of an online presence at all.

To give you a bit more context over the last 40 days I privately launched a beta group for a new info-product that I have in the works.

And in those 40 days, this beta group has generated me over $87,381 with no marketing, and less than 4,000 followers.

I didn’t even realize this until today, but I built a 7-figure business without even trying to market myself online.

I actually make it a point not to - as I prefer scaling my own clients rather than selling my own courses.

Moreover, this brings me to the point of this email which is how to scale an info-product business without having a big audience.

You see, there’s a big misconception that you need a big audience to scale to 6-figures per month and beyond - but this is the furthest thing from the truth.

I actually have a friend of mine who I won’t disclose for his privacy who makes over $1M/mo consistently with less than 500 Instagram followers.

Additionally - I have a mentor who generates at the time of this writing over $10,000 per day with his new digital product business that he launched less than 120 days ago.

And at any given moment, I can quite literally turn on a button and scale my own info-product to over $250,000 per month in sales in less than 90 days.

Without…

• Being famous

Or

• Selling my soul to the Instagram algorithm 

And you can do the same, by implementing 4 short yet profitable steps we’ll discuss today.

Here’s how:

1. You need an offer that solves a HUGE problem in the market, in other words, you need product market fit.

2. You need effective messaging and offer positioning. 

3.  You need a navy seal sales process.

4. You need to distribute and validate your ideas directly to your market in real time.

Sounds simple right?

Let’s go ahead and address number one on the list - finding product market fit.

Eugene M. Schwartz, a direct response legend in his book Breakthrough Advertising talks extensively about the power of markets.

More specifically, in this book, he goes into great detail on why markets are everything.

Your straight path to 6-figures on your next product launch doesn’t start with your copywriting, sales process, or even product.

Instead - it starts with your market.

And a great market consist of millions of people that share the same beliefs, desires, and problems.

It’s simply your duty as a marketer to find those desires and problems in your market and offer them a very specific solution.

The reason this is very critical to the success of your business lies in the fact that people never actually purchase a product for the sake of the product.

When in fact - they're purchasing a very specific solution to solve their problem as fast and effortless as possible.

Therefore product market fit is everything.

Look at it like this, you can generate sales just by solving a very specific problem for a few of the million people in your market.

So, how can we take this product market fit, and communicate the value of our product effectively so we can attract those high-paying customers like wildfire?

This brings me to point two, which is effective messaging and offer positioning. 

In short - effective messaging and offer positioning is the way in which you communicate the value of your product, that appeals to your market on a subconscious level.

This process is done through direct-response-copywriting.

To show you how to properly position your offer in the marketplace, let’s look at the market of agency owners for example.

If I were to run an offer to agency owners, the first thing I’d do is find out their beliefs, problems, and desires.

And from my findings, I’d craft compelling headlines to elicit a specific response from said market.

Let’s assume I’ve already done my market research on agency owners for this example.

This is how the offer positioning could look…

• Sub-headline: 7-Figure Agency Owner Finally Reveals… 

• Headline: How You Can Copy and Paste His “Ai Prospecting System” To Land Your Next 5-10 High-Paying Clients In 90 Days

• Sub-headline: Without taking sales calls, or sending manual outreach messages

As you can see - we’ve crafted an offer positioned specifically for the market of agency owners with the sole objective to channel their existing problems and desires into purchasing our new product.

We’ve also taken it a step further by integrating an Ai-solution which for obvious reasons is thriving in all markets at the moment.

At this point, we’ve found our product market fit, and communicated the value of our offer by positioning our offer properly in the marketplace, the very immediate next thing we need to start closing deals is a navy sales sales process.

So what is a navy seal’s sales process - and how does it work?

In general - a sales process is just a sequence of steps a potential customer walks through to purchase a product.

However, a navy seals sales process takes this concept to another level.

And this has nothing to do with your automations before the sales calls, your sales assets, or even your sales script.

Instead - it has everything to do with something as simple as a mindset.

Typically offer owners whip up a few sales assets, create a sales script, and some automations, and assume they have an effective sales process.

However, this isn’t what actually moves the needle in your pipeline.

The core objective of a sales process is to generate more revenue for the company.

Therefore, an effective sales process revolves around the consistent mental programming and mind-reinforcement of simply generating more revenue for your company.

This means, drilling your dialers to ensure every single lead they book on the calendar is a qualified lead - therefore their more likely to bring cash to your business.

This also means - drilling your sales team on canceling calls with leads who exhibit bad behavior before a sales call, like not responding to simple confirmation messages.

You’ll find that those leads will likely not show up for the sales call, which takes away an opportunity from someone who was in-fact a good lead.

This mental framework, cannot simply be put into a SOP (standard operating procedure).

Creating a navy seal sales process - has to be reinforced on a daily basis with the core objective of generating more sales.

When incorporating this mental framework, you as an offer owner or operator will take a different approach to squeezing the juice out of your sales pipeline. 

Lastly - we’ll wrap up this email by discussing how to distribute and validate your idea to your market.

Now this step is pretty simple, I’ve found that the quickest and most efficient way to validate your idea is simply by posting long-form content on YouTube.

The reason this works so well is because you don’t need a huge following to start getting sales.

A video with 1000 views on YouTube is just as powerful with a video with 20,000 views or more on Instagram.

Why?

It’s a few reasons…

1. The audience on YouTube typically has more purchasing power and are more sophisticated 

2. People quite literally search up their problems in the YouTube search bar and your video will come up as the solution 

3. It’s a great way to create mini video sales letters, and gauge how good your offer positioning is so you can adjust

I’ve personally done this on numerous of occasions.

Not too long ago I ran an offer solely from YouTube, it was an info-offer that I exited not too long ago.

We had less than 2,000 subscribers and generated over $100,000 in a single month simply by testing our ideas on YouTube.

One of our ideas happened to pop off and soared to over 15,000 views bringing in approximately $50,000 in sales.

And right now, you can do the same.

You don’t need a fancy setup or an expensive camera, you just need a computer and a loom video.

That’s it for today’s email.

Talk later,

Malcolm

Btw: If you haven’t already check out my new podcast with Brett Malinowski here - I talked about some funnels I’m running right now, and how to scale an online course in 2024.