Selling the value of PU
A problem PU has is that it's high quality 'bullshit free' (bear with me). The market is not used to this quality (lol, now I'm talking like you are selling cocaine that is too pure).
How do you sell that this product is 'bullshit free'... without suggesting most other products in the market are not (not a good move).
The truth:
- This material has no fluff. There's more value in one lesson than you would get in an entire video course (this is the quality I speak of)
- There's no bullshit (as in thing that are written without any regard for the truth)
- There's no 'politically correct' talk,
- no motivational speaker standards ("you can do it", "You are unique", "Your self-development is easy if you follow this", "ask the universe" lol)
- no regurgitated content,
- no ambiguity that makes the advice innactionable, signature of academic papers. Example : 'This is this way, but it could also be this other way. More research is needed'
The downside:
- This material is dense AF. You will have to process it with lots of willpower. In fact, you may even want to memorize it with flashcards, and almost every section is worth making a flashcard of.
The average internet citizen was lazy to start with, but with recent incarnations of social media targeting dopamine shots (short videos in tiktok or instagram), willpower to complete something hard (but good for you) is dwindling down.
Plus we know that 'books don't work' and the current incarnation of PU closely resembles the mental model of a book. Or a collection of books. Rather, someone took a pile of books, summarized them in an extremely coherent way, and made the summaries available in an order that is conductive to learning without knowledge gaps.
Thinking out loud (as an user) in case it helps with marketing and copywriting 🙂
Thank you, LOF!
This was both helpful, and a very funny read :).
There was also a long thread by Matthew on the difficulties of marketing PU.
Quote from leaderoffun on June 8, 2022, 3:17 pmHow do you sell that this product is 'bullshit free'... without suggesting most other products in the market are not (not a good move).
That's a good point, should have listened to it some time ago maybe... A lot of reviews here say that :D.
Quote from leaderoffun on June 8, 2022, 3:17 pm- This material is dense AF. You will have to process it with lots of willpower. In fact, you may even want to memorize it with flashcards, and almost every section is worth making a flashcard of.
Yes, I agree.
Though I believe that density cuts both ways, a the positive one:
You can go through a fluffy course, and you're left with nothing.
Or you may go through a dense one and, as long as it's good, even if you do 50% of it and retain 10%, you're a lot better and more effective than when you started.
So far I prioritize content, but making the course material simpler is definitely also something I think of.
I know that more than one user did summaries and notes for themselves.
Ali was making some flashcards also publicly available.
Two approaches I'm thinking of for the future:
- Have summaries / flashcards / infographics alongside each lesson as summaries
- Make a mini-PU as a condensed version of PU
But before then, there is still some time to go to make PU even better, and power dynamics more coherent.
On the next PU upgrade that's about to start, I will also break up lessons to make them easier and faster to handle.
P.S.:
Moved the post in the public section of the forum if you're cool with it as it was more about PU's marketing than PU content.