How to craft a name, a clear marketing message and a value proposition around your digital product.

Finding the right name of your digital product becomes one of the most important steps when you are in the process of creating a brand new online business. 

Confused people don’t buy and the people who don’t feel spoken to in your copy won’t buy either. You want to fix this so you can convert as many people as possible because you have put so much time, money and effort into driving traffic to your landing page. 

You can apply the principles you are going to learn in this article to any digital product you are looking to create. Learn this by heart and see your conversion skyrocketing!

If you can declare what your product does in one sentence, you are off to a good start. If you can make it clear what it does for your potential client in less than three words, even better. 

So, let’s get this party started, grab a pen and paper and let’s craft a kick-ass name for your next product. 

Always keep the “A – B Journey” in mind. 

• • What is the ONE big thing are you are helping your potential customer to achieve? 
  • What is the one transformation they are going to get when they enrol in your course? 
  • Clearly define what is point A (where you are “picking up” your customer) and define what point B looks like (the destination where you are bringing your customer to, the transformation). 

Here are a few examples of what are bad and good names and market propositions for your next digital product:

Bad example: The Business Scaling Course, I help people to scale their business

Good example: High Ticket Coach Accelerator, I help coaches to gain 3 new clients in 7 days.

Bad example: Learn how to lose fat.

Good example: Learn 3 steps you can implement daily which reduce your body fat by 3% in 30 days.

Here is an example of one of my products:

Product name: From Idea to Course

Market proposition: Find Your Profitable Online Course Idea, Sell, Create and Launch Before Creating It! (Because Wasting Months of Creating a Product Which Nobody Wants To Buy is So 2019.)

Here are a few helpful questions you can ask yourself when crafting your name and market proposition: 

• Does the name state the outcome?
• Does it express clearly what it is about?
• Does the name express easy language my ICA uses?
• Am I using easy keywords that everyone understands immediately?
• Does the name sound exciting? Spark excitement, don’t be boring!
• Will you have to explain to yourself what it means? If so, change the name.
• What’s the big result you are claiming to deliver to them?
• What is the transformation?
• Which problem are you solving?
• How does it benefit your customer?
• And how are you different from your ‘competition’ and why should they buy from you instead?

Remember: “New opportunities” always sell better than “better ways to do something”.

If you don’t define the “destination” (aka point B) clearly, you will have a very hard time keeping your clients happy, as they then simply define their own destination. 

It’s the same principle for every advertisement, online or offline and anywhere in the world. Let’s say, you are going to buy a plane ticket and you want to fly from Australia to Bali. You are buying the ticket with the expectation that the plane will land in Bali, and not anywhere else in Indonesia, or in the world, right? 

Apply the same principle when naming your product or market proposition. The more tangible your promise is, the easier it will be to sell it because only this way you will be able to create success stories for your clients.