Create Multiple Products Your Customers Will Buy
Eben Pagan reveals how to create multiple products your customers will buy by scripting their journey timeline and identifying universal needs. He explains how to map out customer progression from starter products to advanced offerings using specific timeframes and psychological triggers.
Teachings 6
Script the customer journey timeline by mapping out exactly when customers will need each subsequent product after their initial purchase
Example given of $37 golf starter product with 14-day improvement timeline, followed by 30-60 day progression to next level products
Create specific timeframes for customer progression rather than leaving advancement to chance - predict when they'll be ready for the next level
Specific example: 'within 14 days you're going to have dramatic improvements in your golf game... by day 30 you're going to realize you have much more talent... days 30 to 60 you're going to want to step up to the next level'
Observe customers in their natural environment to discover universal needs that can become entire product lines
Procter & Gamble sent observers into homes who noticed housewives wiping detergent spouts with socks, leading to the invention of non-drip pour spouts that created 'quite a stir among the human population'
Create multiple product categories addressing different aspects of your core solution rather than trying to solve everything with one product
Golf example: 'there are five different aspects of a golf game... a few of them are psychological... I've got three different programs if you want to putt better if you want to drive the ball further'
Use a hit product to capture a large customer base, then sell them additional solutions rather than trying to reach everyone with one product
Strategy of getting 'that amazing home run hit right at the beginning... get a big flood of customers and then sell them all of these other things that they might need'
Create different on-ramps and front-end products for different market segments while maintaining the same core curriculum
Partnership example where they used the online dating product as the lead instead of the e-book for partners who 'cater more to the online dating community'
Perspectives 1
The principle 'the more personal, the more universal' - deeply personal insights reveal needs shared by entire market segments
Procter & Gamble's specific observation of one housewife's behavior led to a product innovation that resonated with the entire market
Quotable Moments 3
“the more personal the more universal”
— Eben Pagan“if i could have that amazing home run hit right at the beginning i'm going to get a big flood of customers and then i can sell them all of these other things that they might need”
— Eben Pagan“the customer wants to find someone who just is creating something for them”
— Eben Pagan
How to Script Your Customer Journey Timeline
Create a predictable path for when customers will need your next product
- 1
Map the entry point
Identify where customers first meet you and what initial product they'll buy
- 2
Define early milestones
Predict specific timeframes for when they'll see results (like 14 days for dramatic improvement)
- 3
Identify progression triggers
Pinpoint the psychological moment when they'll want to advance (like realizing their talent by day 30)
- 4
Script the transition period
Map the window when they'll be ready for the next level (like days 30-60 for stepping up)
- 5
Prepare next-level products
Have the appropriate products ready for each stage of their journey
Questions Answered
How do you create a timeline for when customers will buy your next product
“script the path or the dialogue almost draw out a timeline and say they meet me here how long will it be before they'll likely need this other thing”
— Eben Pagan
Script out specific timeframes and milestones for customer progression. Map when they'll achieve results with your first product and predict when they'll be ready for the next level.
How to find universal customer needs for new products
“when you really get into their world you start noticing distinctions and little things that you never would have realized are so important”
— Eben Pagan▶ 1:35
Observe customers in their natural environment to spot small but universal frustrations. The most personal insights often reveal the most universal needs.
Should I create one product for everyone or multiple targeted products
“if i could have that amazing home run hit right at the beginning i'm going to get a big flood of customers and then i can sell them all of these other things that they might need”
— Eben Pagan▶ 4:08
Create one targeted hit product first to capture customers, then sell them multiple solutions. Trying to reach everyone with one product prevents customer interest.
How to create different entry points for the same product curriculum
“in a lot of cases you can make different on-ramps to your product curriculum different front ends so to speak”
— Eben Pagan▶ 4:58
Create different front-end products that appeal to specific market segments while leading to the same core curriculum. Customize the entry point, not the entire system.
How many different products should I create for my market
“there are five different aspects of a golf game and this might surprise you but a few of them are psychological and so i've got three different programs”
— Eben Pagan▶ 1:03
Break your solution into different aspects and create specific products for each. Look for psychological components alongside practical ones to expand your product line.
Summary
Scripting the Customer Journey Timeline
Eben reveals how to map out exactly when customers will be ready for your next product by creating specific timeframes and milestones. Using a golf improvement example, he shows how to predict 14-day results, 30-day realizations, and 30-60 day advancement triggers.
The Power of Customer Observation
Through Procter & Gamble's breakthrough detergent spout innovation, Eben demonstrates how observing customers in their natural environment reveals universal needs. The principle 'the more personal, the more universal' guides this approach to product development.
Creating Multiple Product Entry Points
Rather than one product for everyone, Eben teaches using targeted hit products to capture large customer bases, then selling additional solutions. He explains creating different front-end products for specific market segments while maintaining the same core curriculum.
Counterpoint
Claim: “Create one product that appeals to everyone because 'this is good for everybody'”
Reframe: Start with one targeted hit product to capture customers, then sell them multiple solutions
The fundamental conflict prevents customer interest because 'the customer wants to find someone who just is creating something for them' - but you can use a targeted hit to 'get a big flood of customers and then sell them all of these other things'
Claim: “Product insights come from market research surveys and focus groups”
Reframe: The most valuable insights come from observing customers in their natural environment
Procter & Gamble's breakthrough pour spout innovation came from observers watching housewives in their homes, not from surveys - leading to a product that caused 'quite a stir among the human population'
Key Points 7
Script the customer journey timeline by mapping out exactly when customers will need each subsequent product after their initial purchase
Create specific timeframes for customer progression rather than leaving advancement to chance - predict when they'll be ready for the next level
▶ 0:31Observe customers in their natural environment to discover universal needs that can become entire product lines
▶ 2:05The principle 'the more personal, the more universal' - deeply personal insights reveal needs shared by entire market segments
▶ 2:05Create multiple product categories addressing different aspects of your core solution rather than trying to solve everything with one product
▶ 1:03Use a hit product to capture a large customer base, then sell them additional solutions rather than trying to reach everyone with one product
▶ 4:08Create different on-ramps and front-end products for different market segments while maintaining the same core curriculum
▶ 4:38Related Content
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Topics
Coaching Strategies
Business Frameworks
Common Mistakes